To investigate the development of an effective marketing strategy for West Sussex County Council to support mixed plastics recycling.

Student, A. (2015) To investigate the development of an effective marketing strategy for West Sussex County Council to support mixed plastics recycling. Undergraduate thesis, University of Chichester.

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Abstract

This project aims to investigate into a marketing communications plan best suited for introducing
plastic pots, tubs and trays into the existing recycling stream within the jurisdiction of West Sussex.
The project was written while on a 10 week work placement in the West Sussex County Council
(WSCC) Waste Management department. WSCC currently only recycle plastic bottles. In order to
meet the new established recycling rate target of 50% by 2020 an introduction of new material to
the recycling stream is needed. WSCC have decided to recycle plastic pots, tubs and trays (PTTs). The
issue which they face, of which this project intends to solve, is how to communicate this to the
residents of West Sussex. The review of existing literature highlights the need to increase recycling
rates across the UK due to EU and UK targets. Also including an insight into existing marketing
communication plans and what makes for the most effective. The data collection tools used within
this project are email interviews and telephone interviews. The participants’ within this project are
waste officers working for local authorities across the UK. The aim of the primary data collection is to
gain an insight into what communication methods they used when introducing pots, tubs and trays
into their recycling stream and what effect it had. The data was taken from 12 local authorities
across the UK. The conclusion of this study results in a list of recommendations to West Sussex
County Council. The recommendations are made on the basis of the analysed primary data and what
would best suit West Sussex.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Business
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Departments > Business School
Undergraduate Dissertations
Depositing User: Steve Bowman
Date Deposited: 29 Jul 2015 11:09
Last Modified: 13 Aug 2015 13:34
URI: http://eprints.chi.ac.uk/id/eprint/1451

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