Subject category:
Marketing
Published by:
INSEAD
Length: 16 pages
Data source: Field research
Abstract
Ecover, a small Belgian maker of green consumer products, making detergents, is considering how to extend sales distribution from health food channels to supermarkets. In the former, the company is very successful, but the latter raise questions of its products' appeal to a different clientele and the competition reaction of very large fast moving consumer goods products.
Location:
Industry:
Size:
Small (USD6 million annual sales)
Other setting(s):
Early 1990s
About
Abstract
Ecover, a small Belgian maker of green consumer products, making detergents, is considering how to extend sales distribution from health food channels to supermarkets. In the former, the company is very successful, but the latter raise questions of its products' appeal to a different clientele and the competition reaction of very large fast moving consumer goods products.
Settings
Location:
Industry:
Size:
Small (USD6 million annual sales)
Other setting(s):
Early 1990s