CASE STUDY

Caselet: Sustainable toothpaste - Keeping your mouth & our environment clean. It may not be what your dentist tells you, but whats clean for your teeth isnt always clean for the environment. A lot of conventional oral care products contain ingredients that can cause potential harm to the planet. Sure, these ingredients like sodium lauryl sulfate (SLS) and triclosan keep your pearly whites looking shiny and feeling clean; but remember, everything you spit down the drain ends up somewhere else. Those ingredients dont just disappear. They come out the end of a pipe somewhere usually in one of our vital waterways and if your toothpaste's ingredients arent safe for the planet, they can cause significant harm. From its packaging to its ingredients, toothpaste holds more weight than you might realise. Georganics is one of the worlds leading sustainable toothpaste brands. The brand only uses pure, natural and organic ingredients for all of its products. In addition, the packaging of its wide range of products is about much more than just looking good. It is designed to be plastic-free, biodegradable and recyclable making sure that nothing goes to landfill sites. The brands Toothpaste tablets are a clean and refreshing way of brushing your teeth, these naturally foaming toothpaste tablets with cream of tartar are free from synthetic ingredients like sodium fluoride, SLS and glycerin. Organic Peppermint oil gives these tablets a powerful minty flavour. Source: Georganics (2020)

Question:

Recommend a Targeting Strategy that Georganics should follow and clearly justify why? (6 marks).