Method Cleaning Products
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Case study for Marketing 4000
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Method Cleaning Products
- 1. Method Cleaning Kelsey, Simone, Nick, Mike, Clay
- 3. Facts “People Against Dirty” Founded in 2000 by Eric Ryan and Adam Lowry Eric (marketer & designer): knew people wanted cleaning products they didn’t have to hide under their sinks Adam (chemical engineer): knew how to make them without any dirty ingredients Cradle to Cradle certified (consider past, present and future implications)
- 4. History 2003: First hand-soap hit stores 2004: First triple-concentrated laundry detergent comes out 2005: Launch in UK and Canada 2006: Inc. 500 ranks Method as 7th fastest growing private company in America By 2010: Product is in retailers in Australia, France and Japan 2012: Method joins with Ecover to create world’s largest green cleaning company History
- 5. Key Issues Only sold at high end stores such as Target, Walgreens, Gerbes, and Schnucks More expensive than average cleaners People don’t know the Method brand name Clorox and Procter & Gamble
- 6. SWOT Strengths Eco-Friendly Design Friendly work environment Naturally derived ingredients Weaknesses Sale cost Current advertising Brand awareness Threats Green Works Seventh Generation Opportunities Expansion
- 7. Price and Distribution Chart High quality Exclusive distribution High price Light promotion
- 8. Alternative Courses 1. Increase Advertising 2. Expand Distribution 3. Lower Cost 4. Stay the course
- 9. Alternative #1: Increase Advertising Pros: Creates brand awareness Gaining more recognition as a household brand Increase sales through coupons and other discount opportunities Gaining customers Cons: Costs for method
- 10. Alternative #2: Expand Distribution Pros: Brand awareness Convenience for consumers Cons: Decreases brand value
- 11. Alternative #3: Lower Cost Pros: Consumers will be more likely to purchase Gain advantage against the competition Cons: Decreases brand value Decrease Method’s profit Price Comparison:
- 12. Alternative #4: Stay the Course Pros: Stays true to the Method brand Continuing to make high quality products that are safe for people, pets, and the environment Maintaining their image through their unique packaging Focus on becoming product leaders in their select retailers Cons: Inconvenient for customers
- 14. Questions?
Notes de l'éditeur
- KELSEY “How many of you have heard of method cleaning products before this class?”
- KELSEY “Now how many of you recognize method cleaning products?”
- MIKE
- CLAY
- NICK
- SIMONE Green Works: “Clorox”; has negative connotation Seventh Generation; some nicely shaped bottles their mission is to create cleaning products that are safe for people and the environment. “To inspire a consumer revolution that nurtures the health of the next seven generations”
- KELSEY
- MIKE
- CLAY Increase TV commercials, in-store advertising, coupons and other possible discounting methods Too heavy of advertising could affect the perceived
- NICK Walmart, Sam’s Lucky’s
- SIMONE
- KELSEY
- MIKE Good with social media Need to increase TV, coupons, in-store advertisements
- CLAY