Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. 595-029-1
Subject category: Marketing
Published by: INSEAD
Published in: 1995
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. The teaching objective is to make students aware of the many potential pitfalls to would-be sellers of "green" consumer goods. These pitfalls include: (1) ensuring the product really is better for the environment; (2) communicating that credibly to customers; (3) getting customers to pay for it; (4) getting on supermarkets'' shelves and (5) responding to provoked competitive reactions.
Location:
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. The teaching objective is to make students aware of the many potential pitfalls to would-be sellers of "green" consumer goods. These pitfalls include: (1) ensuring the product really is better for the environment; (2) communicating that credibly to customers; (3) getting customers to pay for it; (4) getting on supermarkets'' shelves and (5) responding to provoked competitive reactions.

Settings

Location:
Size:
Small (USD6 million annual sales)
Other setting(s):
Early 1990s

Related