Plastic Change x Naturli': An NGO in a New Era

Mads Torp & Camilla Sascha Pedersen

Student thesis: Master thesis


The overall aim is to investigate how an NGO can benefit from strategic partnerships with commercial companies. This thesis investigates the strategic partnership between the NGO, Plastic Change and the commercial company, Naturli’ Foods A/S based on the co-created product, Naturli’ Hakket. The research is conducted through the following research question: How does the partnership with Naturli’ create value for Plastic Change in order to attain its vision? And how can Plastic Change use its marketing knowledge in order to establish suitable partnerships in the future? This is investigated through the use of primary and secondary data. Of qualitative data, interviews are conducted with Plastic Change employees, consumers of Naturli’ Hakket, a member of Plastic Change and an expert within partnerships. Of quantitative data, a study of 427 respondents is conducted to gain insight in the buying patterns and segments of customers of Naturli’ Hakket. The analysis shows that Plastic Change gains value from the partnership with Naturli’, which enables it to attain its vision. Value is here referred to as the outcome Plastic Change gains from the partnership that it would not have gained on its own. Plastic Change has had three main goals of entering the partnership: 1. Earn money based on the sales of Naturli’ Hakket 2. Introduce sustainable packaging to create a long-lasting change 3. Increase brand awareness of the organisation and cause. Based on the analysis it is possible to conclude that all of the goals to some extent has been achieved but has not reached their full potential yet. The first goal has not reached its full potential since the great media coverage of the product launch in the first quarter of 2018 has only generated 60,000 DKK to Plastic Change. The attention from the media is expected to decrease and thereby the consumer interest of the product is likely to do the same which lowers future donations. The second goal has not reached its full potential yet since a long-lasting change is happening gradually over time and especially consumer’s behaviour must follow suit. Plastic Change has initiated the change by creating a minimum 50 percent recycled container allowing consumers to make a conscious choice when purchasing food products and set similar demands to other food producers. The third goal has not reached its full potential as Plastic Change has not managed to increase its brand awareness. This is clear in the questionnaire where only 5.8 percent out of 427 respondents know Plastic Change is part of Naturli’ Hakket. The analysis of the goals allows the researchers to create four recommendations for Plastic Change to strengthen future partnerships. This is done in order to reach the full potential of value creation in all aspects of the partnership. The four recommendations are: 1. Exploit the marketing channels to create brand awareness 2. Use the potential of the segment 3. Pursue larger capital increase 4. Base future partnership on shared values and goals The four recommendations are created to give Plastic Change the prerequisites to excel the strategic partnerships and gain more from them in the future in order to attain its vision.

EducationsMaster of Business, Language and Culture, Intercultural Management, (Graduate Programme) Final Thesis
Publication date2018
Number of pages199