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The brand manager for Sunlight Powder laundry detergent, must decide how to respond to the introduction by Loblaws'' of a new ''green'' laundry detergent product. He is considering several alternatives, and must carefully consider the pros and cons associated with each approach, as well as the economic impact on his company''s sales and the effect of increased consumer awareness of environmental issues. This case may be used to introduce positioning decisions, in a product policy module, or in a marketing strategy module. There is a simplified Chinese version available ''9A91AC18''. There is a French version available ''9A91AF18''.