Strategic Positioning of EcoAction RVM Technology in Spain Ahead of the Deposit Return Scheme Rollout
Strategic market entry support for a manufacturer of Reverse Vending Machines (RVMs), focused on building brand awareness, establishing relationships with key stakeholders in Spain’s future Deposit Return Scheme (DRS) and laying the foundations for the commercialisation of EcoAction technology.
ACTION S.A. is one of Poland’s largest technology and distribution companies listed on the Warsaw Stock Exchange. As part of its expansion into new business areas, the ACTION Group launched EcoAction, a project focused on the design and manufacture of advanced Reverse Vending Machines (RVMs) for the collection of used beverage containers within deposit return schemes. The solution combines a high packaging compression rate, reduced logistics costs, advanced anti-fraud technology and full integration capabilities with deposit return scheme operators and retail point-of-sale systems.
In anticipation of the planned nationwide implementation of a deposit return scheme in Spain, ACTION S.A. entrusted Tedalian Enterprise Services with a project aimed at strategically positioning the EcoAction brand before the system entered its full implementation phase. The objective was to build awareness of the manufacturer among the organisations expected to play a key role in the future organisation, management and operation of the Spanish deposit return system.
The project began with an in-depth analysis of the Spanish waste management market, the emerging regulatory framework for the deposit return scheme and the identification of key stakeholders across the future ecosystem. Based on these findings, we developed a market entry strategy covering both the public and private sectors.
During the first stage of the project, Tedalian carried out an extensive Business Development programme, engaging with 54 key market stakeholders, including public authorities, Autonomous Communities, municipal waste management companies, prospective deposit return scheme operators (SCRAP), major retail chains and organisations involved in shaping the Spanish deposit return model. Through direct meetings and presentations, we introduced the ACTION Group’s expertise, demonstrated the technological capabilities of the EcoAction solution and highlighted the benefits of its proprietary high-compression technology and automated container collection processes.
One of the project’s most significant achievements was the initiation of the technical approval process for EcoAction RVMs with one of the prospective operators of the Spanish deposit return scheme. Entering this process positioned the manufacturer among the technology providers being evaluated for the future rollout of the system and established a solid foundation for subsequent commercial activities as the new regulatory framework progresses towards implementation.
The project also involved actively developing relationships with major retail chains, which are expected to play a central role in the collection of beverage containers following the introduction of the deposit return scheme. Through direct engagement with key decision-makers and presentations of the EcoAction solution, ACTION was positioned as a potential technology partner offering a European solution designed to meet the operational and technological requirements of modern deposit return systems.
Project Outcomes
- development of a market entry strategy for the EcoAction brand in Spain,
- analysis of the regulatory environment and key stakeholders within the future deposit return scheme,
- identification and qualification of 54 key market stakeholders,
- establishment of relationships with representatives of public authorities, municipal waste management companies, prospective deposit return scheme operators and major retail chains,
- presentation of EcoAction technology and development of brand awareness in the Spanish market,
- initiation of the RVM technical approval process with one of the prospective deposit return scheme operators,
- establishment of a solid foundation for future RVM sales following the implementation of the Spanish deposit return scheme,
- development of long-term relationships with key stakeholders involved in the future implementation and operation of the deposit return system.
The project delivered for ACTION S.A. demonstrates Tedalian’s ability to support the internationalisation of innovative technologies in markets where the regulatory and commercial environment is still taking shape. By combining in-depth market intelligence, targeted Business Development activities and direct engagement with key stakeholders, Tedalian established a strong foundation for the future commercialisation of EcoAction RVM technology in Spain and strengthened ACTION S.A.’s position as a European technology provider prepared to contribute to the development of the Spanish deposit return scheme.