The Use of Paper Cups and Wrapping - Assignment Example

Mini Campaign Disposable paper cups and wrapping are very convenient to use because if their design and ease of reusability, which helps conserve the environment by reducing the amount of pollution and waste in the environment. Disposable paper cups and wrapping containers can be molded into any desirable shape or size to suit a business’ needs, which can be tailor made to suit both the customer and the environment. Majority of companies, both small and big are turning to the use of recyclable and re-usable containers for their products (Imhoff, 2005). A good example is illustrated by the Coca Cola Company’s move towards repackaging their mini coke bottles into reusable packs for the 2014 soccer world cup. The increased awareness in the market for the need to be environmentally conscious requires that businesses illustrate their commitment to environmental conservation. This will work towards portraying attitude to a firm’s customers that it is focused on addressing their concerns and that their products are reflective of this commitment. Giving clients and customers the opportunity to have their coffees served in plastic or paper cups illustrates a business’s commitment for their customers’ opinion. The potential of and heightened appeal for environmentally conscious merchandise in the market, gives a product increased visibility. This is an aspect that cannot even be achieved by conventional advertising or it could consume a lot of resources to attain such brand visibility. Paper wrapping and cups give businesses in the beverage industry an opportunity to take advantage of this and increase their brands’ visibility in the market (Imhoff, 2005). Increased brand visibility has the potential to boost a firm’s market share in their line of business operations. The use of reusable and recyclable paper cups and wrapping for various uses reduces the pressure that is put on the environment through pollution, littering and environmental degradation. Paper wrapping and cups are biodegradable, which implies that they are easily destroyed, in nature, unlike plastic and stray-foam cups that take long to decompose. Plastic and other non-degradable materials take a long time to decompose thus; they have long lasting and harmful effects on the environments. Using disposable paper cups and packaging for coffee, vegetables, fruits and other beverages is an ecofriendly way to live in a sustainable manner that is not harmful to the environment (Imhoff, 2005). There are apparent evidences in the effects of pollution on the environment, and every individual’s should strive to play their part in ensuring that continued degradation of the environment is stopped. The increased environmental pollution and degradation is as a result of human activities, and it is high time that people started acting in a conscious manner with regard to the environment. This can be achieved concerted by people through change in behavior, attitude and mannerism towards the environment. Consumer practices that are ecofriendly not only work to protect and conserve the environment, but are also sustainable in the sense that they guarantee a future for the coming generations. Being environmentally conscious is an indication of people’s morals and ethical conditioning that equips them with the ability to think of their future and that of others with regard to the environment. Disposable and/or recyclable paper wrapping and cups are ideal for all age groups and professions in their daily lives. Paper wrapping and cups are ideal for coffee, fast food, vegetable and fruit businesses because according to statistics people in America drink 3 cups of coffee on average on a daily basis. People are also heavily reliant on packaged and frozen food products like vegetables and fruits characteristic of Stahlbush Island Farms. Apart from providing coffee businesses with ample branding and advertising opportunities, paper wrapping and cups also work to increase people’s awareness on the need to conserve the environment. It provides businesses with more effective and efficient communication pathways with projected 95% read-through ratio. Paper wrapping and cups have the advantage of not presenting the opportunity for reuse or sharing between persons thus; they reduce chances of contamination with disease causing substances and their spread. It is thus not only ecologically appropriate to use paper wrapping, packaging and cups; it is also a health way of consuming beverages and other products like fruits and vegetables. Paper wrapping and cups are given free of charge to customers, which increases people’s appeal for that particular business and increases their loyalty. Including messages on the paper wrapping, packaging and cups as to the benefits of using paper cups not only works to change customers’ attitudes about their environment, but also improves their understanding. Understanding the psychology of customers when conducting a mini campaign equips campaigners with the necessary information about their probable behavior and responses. Customers are more likely to pick and conform to habits they are exposed to in the most unlikely places like coffee shops. Increased consciousness about the benefits of environmental conservation through change in behavior and habit can be enhanced through paper cup advertising. This advertising should bare messages that have the likelihood of eliciting desired outcomes from their target respondents. Comparative persuasion is an approach that can be used to illustrate to the intended audience of a mini campaign the advantages of the proposed change in a product. Leatherman Tools Company is an example of a firm that can be used to illustrate the diversity industries that paper wrapping and packaging can be applied to effectively. Leatherman Tools has a wide customer base and diverse clientele background that reaches into the higher echelons of the corporate and government institutions. A mini campaign that targets its wide customer would work to create awareness of the need to conserve the environment in areas of immense interest and influence. This would work towards increasing America’s corporate and government commitment towards the institution and implementation of earth friendly practices. The mini campaign meant to encourage the use of paper wrapping; packaging and cups by both business people and their clients should be implemented in a manner that is designed to cause a paradigm shift in people’s perceptions. The common perception and belief among a majority of consumers that plastic and nylon wrapping, packaging and cups are better should be targeted and eliminated in the target audience. People have the common habit of appreciating expensive items and products, with requiring that even their expensive coffee should be packaged in expensive containers. The mini campaign should target these perceptions and beliefs and replace them with those that favor the subject of the campaign. Attachment of value to tangible items in society is a creation of the mind and established through repetitive behavior and habits. Eradicating these behavioral patterns ensures that their replacement with desired patterns is possible through subtle condition and persuasion. Michael is a banker who is married and has two children aged 6 and 9 years respectively. Michael’s wife used to be his colleague at the bank where they developed a romantic relationship and one of them had to resign in order in accordance with company policies that are against workplace romance. The decision was also instigated by the need to have someone to take care of their children. Michael’s wife is a qualified accountant, which gives her the opportunity to do occasional consultancy from home. They are both ardent coffee drinkers with averaging about 5 cups of coffee on a daily basis. Michael uses a thermos flask to carry his coffee from home, and at the office, he uses the banks plastic cups at the coffee machine in the break room. This exposes Michael and his family to risk of disease through contaminated coffee cups at the workplace and the danger of his thermos flask getting contaminated. Michael’s awareness about the danger he is exposed to in terms of health risks and the environmental impact he unknowingly causes is very limited. Thus, a mini campaign targeting his usual coffee shop would work towards influencing his behavior and attitudes towards his health and the environment. A change in Michael’s behavioral patterns and habits would also impact on his wife at home and change her perception. This would be eventually transmitted to their children who would grow up being environmentally conscious and responsible for their health. Stahlbush Island Farms are well known premium producers and processors of vegetables, fruits and quick frozen foods. The farms strive to practice eco-friendly farming methods in all of their processes remaining as earth friendly as possible. Stahlbush is an ideal candidate for the use of paper cups in the advertising campaign because it would illustrate to the market their willingness to take measures aimed at improving and conserving the environment. This would resonate well with an increasingly environmentally conscious market and clientele. Stahlbush has a wide variety of options to choose from in terms of the use of paper cups. They can use to package their frozen products and serve their customers with products wrapped in biodegradable paper wrapping. Leatherman Tools Company’s long established tradition of quality and patriotic customer service puts at an advantage of spreading a message to its clientele that would give credence to the need for change. Reference Imhoff, D. (2005). Paper Or Plastic: Searching For Solutions To An Overpackaged World. Illustrated Edition. New York: Sierra Club Books. Read More