Promoting eco manufacturing:

an Australian caseRoumen Dimitrov*

University of Western Sydney, School of Communication Arts

Enjoy the video…

http://www.youtube.com/watch?v=X6fQgdpXiK0

EMC

Project remanufacturing (toner part, printer,

circuit board, monitor etc)

history

Founded EMCFuji Xerox eco-manufacturing center (EMC)

History – where story began…

In 1990’s - DAN GodamunnePropose with little or no investment could save a million dollars

About EMC

In a years of experiments went beyond $1Million

In 5 years company save 18million Difficulties - when technical staff can

not communicate as PR practitioner

Founded EMC

In 2000, eco manufacturing center in Zetland, Sydney

Appoint PR practitioner and assistant for new communication department

Fuji Xerox – Eco Manufacturing center

They are making public aware of the company to positioning themselves in the market

Start looking to market opportunity for making application for awards

Making press coverage as primary legitimacy stages

In 2001- win 3 of 4 awards that they are applied

2002- earned Highest National Honour, the Australian museam Uereka Prize for industry.

Global 500 award, united Nations enviroments program (UNEP), nobel prizes – ‘to succes in the frontlines of the glabal enviromental action’

Now- they are judging award

Fuji Xerox – Eco Manufacturing center

Popularity EMC growing – journalists, managers, scientists, teachers and students wanted to come and see how remanufacturing works.

Increase public visibility – open to public visitor

PR dept. no longer looking for journalist

Fuji Xerox – Eco Manufacturing center

Start looking partnership – University of New south Wales – use baking soda as cleaning agent in cleaning roller

Produced $100 milion in saving – across Fuji Xerox Group worldwide

Fuji Xerox – Eco Manufacturing center

Working with industry bodies (AEEMA, AIIA, CSTRO), Environmentalist organizations (landcare, planet Ark), opinion leaders ( Prof. Dexter Dunphy, a Harvard postgraduate influential figure in industrial management) and political adviser (John Blakemore, consultant to the Australian Government)

Fuji Xerox – Eco Manufacturing center

Eco- Manufacturing Center

Open to other continents in Holland, California, Mexico, Brazil, Thailand, Shanghai and second one in Sydney

IMC in EMC

Provide IMC externally as contracted full service and another one to reinvent it internally to follow organization goals in the best cost effective way. E.g. : EMC has been endeavoring to reconcile its ambition to lead the industry with a humble, almost non existent communication budget.

Touch in IMC

IMC takes marketer to takes customer’s perspective. A deeper knowledge customer’s insight and point of the brands contact should inform the communication strategy.(harris,1998; Marconi, 2001; Schultz and Schultz, 2004)

Touch in IMC

Mainstream literature and major textbooks see IMC as the add value , which in turn is getting away from advertising (Duncan, 2005) Belch and Belch, 2007; Shimp, 2007)

EMC has used a different pattern of legitimacy, which is barely explored in communication literature - the authority of the pioneer.

Conclusion