Before completing this discussion, 1) read the Tide Pod case, and 2) review the Shade of Green Segmentation Scheme below. In roughly 200 words, answer the discussion questions on this discussion board. Be sure to reply to two fellow classmates

Part 1. TIDE POD CASE

Green laundry cleaners have risen in popularity with a 50% annual growth despite a decline in the overall laundry category. Despite a growing interest in the environment, consumers often use too much detergent, which has numerous negative effects on the environment, including faster equipment failure and the need to dispose of it, wasted detergent, and potential contamination of the water supply. Procter & Gamble responded to the problem of excess detergent usage per load with Tide Pods liquid detergent tablets.

Consumers usually learn their laundry habits from their parents during their adolescence, and such habits are often difficult to change. However, P&G spent $150 million in marketing for new Tide Pods with the goal of this innovation bringing sales growth back to a declining laundry category. However, Tide Pods are quite different from what American consumers have become accustomed to in their appearance, patented design, and usage. They have a swirl pattern of orange and blue in two chambers on top of a larger white chamber within a fishbowl-style container with a flip top lid. The film that packages the detergent is water soluble. Tide Pods are twice as concentrated as Liquid Tide, but consumers do not have to worry about using too much detergent. Tide Pods use a reduced amount of water and packaging, as well as help prevent the problems associated with detergent overdosing. In consumer tests, Tide Pods performed very well, with up to 40 percentage-point increases from pre- to post-use satisfaction. Consumers felt that Tide Pods simplify laundry by allowing consumers to spend as little time and effort as possible, while providing excellent cleansing and stain-fighting qualities. However, some consumers dislike Tide Pods, especially those who prefer to mix their own solutions of detergent, fabric softener, and/or oxy-cleaners. Tide Pods attract green consumers as well as consumers who were previously using Tide liquid and powder detergents. This is because Tide Pods possess environmentally friendly qualities while carrying the Tide brand name, which is known for strength and quality.

Understanding the traits of green laundry users is important in developing marketing strategies for Tide Pods. One study found the following demographic traits of mass-market green household cleaner brands: 1) Families with children, 2) Those who work full time, and 3) Hispanics and African Americans.

--------------------------------------------------------------------------------------------------

Part 2. SHADES OF GREEN SEGMENTATION SCHEME

IRI/TNS identified eight consumer segments, based on attitudes and behaviors toward the environment. These segments are as follows:

Eco-Centrists (16%): Highly committed to and concerned about the environment. Beliefs reflected in their consumption behaviors across a wide range of products will pay more for eco-friendly products. Cynical about corporate green efforts viewed as merely marketing tactics. High education and income; Urban South and West.

Respectful Stewards (7%): Most highly concerned about environment. Beliefs reflected in their consumption behaviors. Will pay more for eco-friendly products. Not cynical about corporate green marketing efforts. Focused on community and culture. Lower education and income; Hispanic; Urban.

Proud Traditionalists (14%): Environmental efforts focused on keeping home running efficiently and effectively (insulation and water efficient products). Focused on family and hard work. Rural Midwest.

Frugal Earth Mothers (18%): Environmental efforts focused on running a more efficient home to save money (buy used, wash in cold water, air-dry clothes). Focused on practicality and lowering day-to-day costs. Lower income; Rural; Female.

Skeptical Individuals (13%): Believe in environmental issues like global warming and carbon emission concerns. Skeptical of corporate green efforts. Very high income and education; Urban coasts; Male.

Eco-Chic (14%): Environmentally concerned, but actions dont match beliefs. More interested in appearing to be green to ride the wave of environmental consciousness. May try eco-friendly products but tend to return to their favorite nongreen brands. Young adults.

Green Naives (11%): Environmental issues have not registered with this group in terms of beliefs or actions. Sedentary; Lower income.

Eco-Villains (7%): Highly dismissive of environmental concerns. Dont believe global warming exists. Highly negative of corporate green efforts - seen as marketing ploys. Middle income; Male, Smaller metro areas.

Source: Consumer Behavior: Building Marketing Strategy, Mothersbaugh and Hawkins.

--------------------------------------------------------------------------------------------------

Referring to the Shades of Green Segmentation Scheme by IRI/TNS , answer the following questions.

1 - Which of these segments is most likely to purchase Tide pods? Provide rationale for your answer (5 points).

2 - Which of these segments is least likely to purchase Tide pods? Provide rationale for your answer (5 points).

3 - Which of these segments would be occasional purchasers of Tide pods? Provide rationale for your answer (4 points).