Question: Case study Background Over recent decades, plastic cling wrap has become an important staple in many kitchens: it is primarily used to seal food in

Case study

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 minimising 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.

Question 2.

Background

The supermarket retailer Coles has stated thattheir purposeis to "Sustainably feed all Australians to help them lead healthier, happier lives".In line with this purpose, Coles wants to featureGreat Wrap in their next issue of coles&co, a Coles-produced recipe booklet that is available in-store.

As shown in Appendix A, the coles&co booklet includes ads for featured products. In the Appendix A example, the featured product is Nature's Kitchen, a plant-based pie.

Question: Case study Background Over recent decades, plastic cling wrap has become an important staple in many kitchens: it is primarily used to seal food in

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