Questions 1- What segmentation variables Method likely to be using to segment the household cleaning products? Explain your answer 2- What others segmentation variables Method my use to segment their market? 3- What target strategy is being used by Method? Explain your answer 4- What seems to be the main competitive advantage of Method?

topic: marketing

Case: METHOD Named the seventh fastest-growing company in the United States by Inc. magazine back in 2006, Method Products is the brainchild of former high school buddies Eric Ryan and Adam Lowry. The company started with the realization that although cleaning and household products is a huge category, taking up an entire supermarket aisle or more, it was an incredibly boring one. Ryan and Lowry designed a sleek, uncluttered dish soap container that also had a functional advantage-the bottle, shaped like a chess piece, was built to let soap flow out the bottom, so users would never have to turn it upside down. This signature product, with its pleasant fragrance, was designed by award-winning industrial designer Karim Rashid. "The cleaning product industry is very backwards, and many of the products have a 1950 s language," Rashid said, "They are cluttered with graphics, too much information, and complicated ugly forms." By creating a line of nontoxic, biodegradable household cleaning products with bright colors and sleek designs totally unique to the category, Method has succeed to attract green consumers willing to pay extra amount of money in order to preserve the environment and their own health. In average Method cleaning products are priced 50% higher than the leading brand in the same category of product. The challenge for Method now, is to preserve lead in his niche of green consumers while facing the competition of multinational such Procter \& Gamble and Unilever who start lunching similar cleaning products