Reference no: EM133270680

Background

Over recent decades, plastic cling wrap has become an important staple in many kitchens: it is primarily used to seal food in containers, thereby helping to keep that food fresher for longer. However, and as the name suggests, plastic cling wrap comes with a significant drawback: it is made from plastic, which means that the wrap will not naturally decompose for hundreds of years. Plastic cling wrap is also ultimately made from oil, so using products like plastic cling wrap helps to continue our dependence on fossil fuels.

Product

Great Wrap is a Melbourne-based brand that makes plastic-free, compostable cling wrap.

Product design

Great Wrap is a bioplastic that is made from potato waste. Great Wrap is therefore made from what would otherwise be thrown away.
By virtue of being made from bioplastic, Great Wrap is BPA free. BPA is found in some plastics and has been linked to a range of health issues in humans.
Great Wrap is 100% compostable; when added to your compost bin, it will fully break down in under 180 days. If Great Wrap is instead sent to landfill, it will break down in 1 - 3 years.
Great Wrap has been certified by DIN CERTCO (an independent, international accreditation agency) as meeting two Australian compostable standards: Home Compostable AS 5810 and Compostable AS 4736.
Great Wrap is microwave safe.
Great Wrap is fridge and freezer safe.
Each roll of Great Wrap contains 30m of cling wrap.

Product positioning

Great Wrap is targeted at people who are interested in minimizing their plastic waste and reducing their environmental impact more broadly.

Product pricing

A 30m roll of Great Wrap cling wrap is available for AU$7.48.

Part A -

There are a set of innovation characteristics that influence consumers' adoption behaviour. Drawing on the information presented in the exam case study, evaluate how Great Wrap compares against each of these characteristics relative to traditional plastic cling wrap. Use this evaluation to determine which characteristic(s) of Great Wrap may enhance adoption behaviour. In your answer, also outline which characteristics might limit consumers' adoption behaviour.

Part B -

Design a strategy aimed at increasing consumers' adoption behaviour with respect to Great Wrap. In your answer, be sure to justify how and why this strategy will address the characteristic(s) you identified in your response to Question 1 Part A