9/19/2021 Nestle CSR

campaign to tackle
waste
MSJ 11341: Strategic Public Relations

Submitted to:
Habib Mohammad Ali, PhD.
Assistant Professor, School of Social Science
University of liberal arts Bangladesh

Submitted by:
Name - Adnan Rahman
ID-173011124
Department: ULAB School of Business
Contents
Discussion regarding The CSR Campaign of Nestle .................................................................................... 2
Developing a PR plan For Nestles CSR campaign ....................................................................................... 3
Objective of the CSR Campaign ............................................................................................................... 3
Target Audience ........................................................................................................................................ 3
Key Massages ............................................................................................................................................... 4
Media Tools .................................................................................................................................................. 5
Budget ........................................................................................................................................................... 6
Timeframe ..................................................................................................................................................... 7
Measuring the success of the campaign ........................................................................................................ 7
Bibliography .................................................................................................................................................. 8

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Discussion regarding The CSR Campaign of Nestle

The company I choose is Nestle to do a CSR program and reduce the amount of waste and the use
of plastic. Nestle is a very old and prestigious food and drink processing company. It’s based on
Switzerland. For a long time they have been working to reduce waste and empty landfills which
are overflown with plastic and other wastes.

Nestle is trying to reduce this waste. Even before the pandemic had started, they had an ongoing
battle of reduce waste and reduce the use of plastic. They have named it “war on waste”. This was
mainly based to reduce landfilled waste. Which mostly include of plastic. They have also started
waste management program to tackle plastic pollution. And they hope to reduce make its whole
packaging reusable within 2025. They started this program in African nations. They can bring it
in Bangladesh in the growing amounts of waste during the pandemic. By doing that they will be
able to reduce the environmental problem that we face due to the excessive amount of waste.

The global outbreak of coronavirus disease 2019 (COVID-19) is affecting every part of human
lives, including the physical world. The measures taken to control the spread of the virus and the
slowdown of economic activities have significant effects on the environment. In Bangladesh
COVID started its effect on early February. But it soon ramped up. By the middle of March the
cases of COVID-19 was spreading like wildfire. And by the end of March the whole country went
into lockdown like the rest of the world. And as explained before measure to control the virus
significant effect on the environment. There are both positive and negative side to it. It is true that
the air quality as well as the water pollution has been reduced. The world’s ecological system has
improved a lot as well. But now a new type of problem has started to become imminent. Volumes
of unrecyclable waste have risen; due to the increase demand in COVID protection stuff the
production of plastic and polythene has drastically increased. People are throwing there masks,
PPE (personal protection equipment) being thrown into in roads. Also the use of plastic has also
risen drastically during this time. Due to this plastic waste has also risen significantly during this
time. People have also stated to dump COVID related medical waste in the environment. Which
further increases the risk both air and water contamination and overall pollution to the
environment. Due to this reason Nestlé’s CSR campaign to stop the use of plastic and there war

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on waste will be much more effective. As they plan to reduce this waste and help the environment
heal. They also support companies which focus on waste-free future.

By our campaign the local people will be benefited the most. As waste will be reduced which will
in terms make the environment cleaner. This will also result in cleaner air, after COVID clean air
is very important. By this campaign that will become possible to achieve. Also newer business
will also be benefited and will try to do environmental beneficial. As companies which tries to
reduce waste.

Developing a PR plan For Nestles CSR campaign

Objective of the CSR Campaign

The main objective of this CSR campaign is to raise awareness among the people regarding
COVID waste and the effects that plastic and Face mask and other COVID wastes have in
environment. We will let people know about the danger plastic waste has to the environment. The
impact these waste would create in the future. We will also inform them that the time to take action
is now and it has to be done in an individual basis.

Target Audience

1. Geographic segmentation- The CSR campaign will be focused all around the Bangladesh.
But it will first start in the major cities of the country. The main focus will be at Dhaka,
The capital city and Chittagong the port city of Bangladesh. The main reason of picking
these two cities is because these are the biggest and highly populated city. And the most
amount of waste is produced in these cities.
2. Demographic segmentation- By demographic segmentation we can get to know about
The Age, gender and group of people we wish to target. The CSR program will focus of
both gender demographic people. As it is an awareness creating campaign we can’t hope
to achieve success if we only target half of the audience. The age group we intend to focus
is are people around the age of 20-35 called the gen z. This age group of people are more
environmental conscious then the previous generation. They also want to help the help the
environment to heal. Due to this reason they are the best age group to target.

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 3. Psychographic Segmentation- This is hard type of segmentation to do as we will have to
learn about a person’s psychographic profile. But this segmentation will be the most
effective. We will do a survey to try and understand the psychographic profile of the
surveyed people. Then we will target them for our CSR campaign.

Key Massages
We will have 3 massages that we will try to t deliver to our Target audience. Those massage are
given below-

• War on Waste- This will be our main massage. This massage will show to the people
that Nestle has declared war against waste and it will also show that we have come to
change the environment for the good.
• Put waste in the right place- This slogan will remind people to put there COVID waste
such as face mask, face shield and PPE in the right place rather than throwing it
wherever they like.
• I Think, Therefor I Recycle- The massage will be for those who think it looks cool to
dump waste anywhere they want. It is to mock them and their decision and also to make
them aware that harming the environment is not a cool thing to do.

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Media Tools

We will be using various media tools to promote our CSR campaign. Some of them are given
below-

• Poster- We will have 2 main posters to promote our main quest that we want to achieve.
These poster will be shown on social media. It will be in road side Billboard and in parks
where people come and go the most

• Social Media- We will use social media to the fullest. During this time people won’t go
out much. So due to that we can use that and promote our campaign to the fullest there.

• Newspaper- We will use both online and offline newspaper to promote our campaign.

We will also use TV commercial and SMS and email to let people know about our campaign.

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Budget

An overall approximate budget of the campaign is listed below:

Channel Unit Price Quantity Total

(BDT)

Posters 5,000

Billboard 11,000

Facebook 40 10 400

Instagram 40 20 800

YouTube 1200 1 1,200

Newspaper 8 200 1,600

SMS 10 200 2,000

Email 4,000

TV Commercials 1 70000 70,000

Online Articles 6,000

Online Newspaper 5,000

Total 107,000

In words the total budget of our campaign is one lac and seven thousand takas only.

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Timeframe

February’21 March’21 April’21

Medias W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12

Posters

Facebook

Instagram

YouTube

Newspaper

SMS

Email

TV
Commercials

Newspaper

SMS

Email

Measuring the success of the campaign

We will have PR teams do survey around the area where we started our campaign in a monthly
basis. If we see a dip the amount of waste we will know that we have at least succeeded. Also if
by 2025 we can reduce waste 80 percent we will consider that as a success.

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Bibliography
• NASA/Goddard Space Flight Center. (2020, December 8). Environmental impacts of the
COVID-19 pandemic, as observed from space. Retrieved from Science Daily:
https://www.sciencedaily.com/releases/2020/12/201208162957.htm?fbclid=IwAR1Ahz8j
YTYvkrMzb1TfplwQfuMX5K5eOgA7NxoMWKWVqUeZvKJsPz3lRGI
• DELLINK, R. (2021, May 31). The long-term environmental implications of COVID-19.
Retrieved from OECD: https://www.oecd.org/coronavirus/policy-responses/the-long-
term-environmental-implications-of-covid-19-4b7a9937/?fbclid=IwAR0ZCjvdfyqyI8M-
nGgC3ndsX8WuyTSPqbU3oW-5bPlEvyQNzbgXY40gOzA
• Nestle. (2017, May). War on waste. Retrieved from Nestle bangladesh:
https://www.nestle.com.bd/stories/zero-waste-landfill-purina-petcare-
factories?fbclid=IwAR3hJywDAZIu_HdorgP4GOYELhbOXJRdPUgZPtcsR3Vu4bDph
mGBBCaN1FA
• Nestle. (n.d.). Working towards a waste-free future. Retrieved from Nestle bangladesh:
https://www.nestle.com/csv/global-initiatives/zero-environmental-impact/packaging-
plastic-pollution?fbclid=IwAR34YNkcEt-
5YCN99Pb6dhX9Kx9bfL6q2n54OTTEb8I7h8H9_u68f0P--Tc
• Rahman, M. H. (2020, Novemeber 19). Inappropriate use and disposal of face masks
may promote the spread of COVID-19 in Bangladesh. Retrieved from Population
Medicine: http://www.populationmedicine.eu/Inappropriate-use-and-disposal-of-face-
masks-may-promote-the-spread-of-COVID-19-
in,128325,0,2.html?fbclid=IwAR0ZCjvdfyqyI8M-nGgC3ndsX8WuyTSPqbU3oW-
5bPlEvyQNzbgXY40gOzA
• Robert Hamwey. (2021, April 20). Environmental impacts of coronavirus crisis,
challenges ahead. Retrieved from UNCTAD: https://unctad.org/news/environmental-
impacts-coronavirus-crisis-challenges-
ahead?fbclid=IwAR0Mh1cqTMYwQrBQWY0tQH8ppVn6qEO3UG801YNOXgQXTE
K3x4tolwmWl34
• Tajmim, T. (2021, September 1). Don’t throw away masks, safety measures: Experts .
Retrieved from the Business Standards: https://www.tbsnews.net/coronavirus-
chronicle/dont-throw-away-masks-safety-measures-experts-296437
• Wossenyeleh Shiferaw. (2021, December 21). Nestlé launches a Waste Management
Program to tackle plastic pollution. Retrieved from nestle-esar: https://www.nestle-
esar.com/media/pressreleases/allpressreleases/nestl%C3%A9-launches-waste-
management-program-tackle-plastic-
pollution?fbclid=IwAR1dOcBnYDani8gNABcHIILgkQ26tjAyQEZByKOQwxseUPNud
z-pjhw36x4

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