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2010.11.03 (20:24:17)
토요일날 노단비님과 회의를 통해 지난주 얘기 했던 사업모델에 대해 좀 더 구체적인 기획안이 나오게 되었습니다.
대략적으로 설명드리면 Table For Two 잘 알고 계시죠?
저희는 Paper for Two 로 일종의 레플리카 라고 할수도 있겠네요.
먼 옛날에 경영학과 수업을 듣다가 에비앙인가 어느 생수 제조업체에서 생수에 두르는 띠를 2cm 정도 줄였는데 그 절약의 양이 엄청났다는 얘기를 들었습니다.
그리고 마침 Table for Two에 대한 기억이 동시에 떠올라 뭔가 콤비네이션이 잘 이루어질것 같더군요.
기본적인 시작은 속초쪽에 있는 생수 제조업체나 막걸리 같은 페트에 띠를 둘러서 생산하는 업체를 시작으로 합니다.
생각했던것 중 무 종이로 바로 페트위에 인쇄시키는 법도 있었지만 자동화기계설비를 전격적으로 바꿔야 하는 일로 예상되어 종이의 양을 줄이는것으로 진행하기로 했습니다.
기업에서 쓸데없이 인쇄해서 낭비하는 종이를 줄여서 그 남은 종이로 저개발국가나 국내 취약계층을 위한 책을 만들고 도서관을 짓는 것입니다.
이를 통해 교육으로 세상을 긍정적으로 바꿀수 있고 기업은 좋은 브랜드 이미지를 갖출 수 있고 환경에도 도움이 될것입니다.
환경에 대한 관점은 띠가 아닌 책이 Cradle to cradle의 개념을 통해 선순환 된다고 보시면 되겠네요
저희가 해야할일은 다음과 같습니다.
1. 대상 기업 사전조사를 통해 연간 소모되는 인쇄비와 종이의 양 측정 (및 사전영업 )
2. 책이 필요한 수요지 조사 및 스토리 발굴
3. 패키지 디자인을 통해 통해 종이를 줄여도 혹은 무종이 인쇄를 해도 매력적일 수 있는 디자인 개발
4. 사업이 진행 될 시 사회와 기업의 브랜드 이미지, 기업에 끼치는 영향에 대한 FROI와 SROI측정
5. 위의 4가지를 결합하여 기업에게 제안하는 공익 마케팅 제안서 작성
누구라도 복제 할 수 있는 모델이며 먼저 물고를 틀고 좋은 선례를 만들어 낸다면 많은 기업에서 따라할 수도 있을것이라고 봅니다.
기업의 핵심프로세스와 맞물리는 사회적책임 활동으로 환경과 지역사회에 큰 도움을 만들어 줄 수 있습니다.
프로젝트로 해도 괜찮고 본격적으로 'CSR 2.0 마케팅을 전문으로 하는 마케팅 회사' 의 첫번째 프로젝트 사례가 될 수도 있겠네요.
내일 뵙겠습니다!
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