Wy and 10 = very likely Attribute evaluations are based on a-3 to +3 scale with 3 = good and 3 = tad Conjuncthe Case 2 er individual assess each th the likely Redefining Good Cleaning Products -Compensatory, on graduate author - part in nd will Greg Written by Nancy Artz, Ph.D., University of Southern Maine and Dudley Greeley, USM Sustainability Coordi- nator Reprinted by permission of the authors. Jill thinks all dishwashing soaps are alike, so she buys the cheapest brand. Jack buys the brand of laundry deter- gent his mom always bought. Consumers typically have low involvement with the decision to buy household cleaning products, and make quick choices. But Elena researches nontoxic cleaning supplies in detail before her baby is born. The market for green cleaning products was pio- neered by small firms like Seventh Generation Inc., which, in 1988, started selling environmentally friendly household products in health food stores and specialty stores. Two decades later, in 2007. green cleaners still accounted for less than 1% of cleaning product sales, even though surveys found that 60% of consumers were "concerned about the impact cleaning products have on the environment." Only truly committed green con- sumers will make an extra trip to a specialty store to pay more for utilitarian-looking products that are perceived ng habits vill she buy? -u know brand is she for each ict at a scale wine CHAPTER 13: Decision Making ll: Alternative Evaluation and Choice 263 reamgb* qn 11 cbnpbs njg rebyu nje nps , Bsc mejcami g nefreqak erfgb n_pwani relt il proptcrfo per mpk ntc bbggil jani l wreale qoscl refpera posges. CASE STUDY to be less effective because they are really saler Exen though mainstream.consumers aren't willing to sacrifice price, cowenience, quality, and oder prod niet heefits for the sale of greener products, they will use green features to break a tie between otherwise com parable brands Marketers we used this knowledge to introduce a host of new green cleaners Two young entrepren launched Method environmentally friendly le of dening products that differentiates itself from other handgreen and non-green alike-by innovate, stylish packaging For rampkt. Methods Le Senublatom center has Trult-in sponge holder Method is sold at specialty stones and mass-arlot retailers like Target, at about twice the price of traditions The co-founders believe that style creates a market leve for a green prod. rict and that consumers diserwer Method because of its trendy designer look, find that they love the price and then discover it's good for you is that third place that drives loyalty Perlup that explains the company's sales growth from about $90,000 in 2001 to 577 million in 2006 The market for green cleanen took off in 2008 when the Clorox Company Launched its Green Works line of cleaners Green Works became the market leader the next year with $200 million in sales 42 share of the green deaner market. Interestingly, Green Works's shoes didn't come at the expense of Seventh Generation and Method - sales of the products didn't drop-Green Works attracted con men from mass market brands. This is consistent with Green Works's strategy to target chemical-acid- ing naturalists, who want a greener deaner but view existing options as not working well, not coming from brands they know or trust, and not generally available where they shop The Green Works lineached with five prod icts an all-purpose it a glass cleaner atlet bowl cleanera dilutable cleaner and bathroom deaner The line was quickly pued to include dishwashing Depuid, Laundry products, and biodegradable wipes. The products were priced 2 lagher un typical cliners considerably less than Seventh Generation or Methods 100% higher price. As a large company, Cheron was able to launch Green Works with substantial adhertising campaign leg. 30 second television spots and use of social media and broad retail distribution (eg, Walmart greed to provide prominent shelf space and other forms of store promotion) Green Worla dewers are green-tinte liquids sold in recyclable bottles with a prominent yellow flower on the label. The products have been promoted as made from natural, plant-based ingredients with no harah chemical fines or residues. One claim for example, was that clothes washed in Green Works are gentle on skim. Consumers word the label the white lined the product is made from ingredients such as coconuts and lemon oil and is biodegradable, nonallergenic, and not tested on animals. The products are formated to have a pleasant fragrance rather than a strong cleaner adaur | Rather than downplaying the connection between Green Works and Clonu, the company emplasiad the link to promote the ww ws dependable and effe the Lakewise, the Green Worlos brand name was chosen to counter consumer bedels that matural clean don't work Green Works was initially promoted in adance the package as working pust as well as traditional clean en competitor complained to the National Acker ing Division (NAD) of the Council of Better Business Bus. NAD determined that Green Works was not as effective as traditional deiners in greater and that comes it incorrectly assume the product to be a disinfectant Green Worlosed to stop laiming "works as well as other cleaner Because Clams is known for bleach and chemical des Green Works lussed third party endorse ments to assure constamos about the legitimacy of its environmental and bath features From its inception, Green Works packaging ha displayed the Design for Event (DIE) loge. DIE certifications prat only contains ingredients that pose the least concern among chemicals in their dass Fow coses recopie or understand the DIE criteria but the logo indicates that DE is sponsored by the well-respected US Euroruntul Protection Aphy 264 AATFOUR Station and Deco Maling Awit sal health car CASE STUDY www.top-1851634 www.lacout2012 www.logie diety www..com/contece UPLO www.tocomovering 11-25 WWW.100/odem household donesemono akowe typepad.com/elmakowe 200.0/com.mt www.bet.com www.youtube.com/wat 10 Peta/wwwroorgetrocoon-15164 webcom mobily como 12 www.cnew2009/cond gewo regem 15 rep://www.nbc.com/2009/2/wroom reproduce good hoping 14 www.com/2010/methodeshow toid are the matet share tondaraa Four months after product launch packaging dis- played the Serra Club logs. This well-known nonprofit agreed to the use of its logo to help move the market to offer more environmentally preferred products anul in return for a percentage of sales (8470,000 in 2005). Although not widely known among mainstream consum en, this arrangement was criticived by some as a con flict of interest and inappropriate because the Sierra Chab's expertise is public policy, not consumer product chemistry Almost two years after prochact launch, Green Works wed Gool Housekeeping new green label to its bath room clewer. This "green" certification is not particu- farly rigorous, but the Good Housekeeping seal is widely rece Green Worls is not the only firm pursuing third- party endorsements. Method now carries significant sus- tainability certifications such as Cradle-to-Cradle, DE, and B-Corp. De ecolabels add value for the consumer Credible labels relating to the products most important ecological and social attributes can belp consumers des tinguish truly green products from products engaged in rewashing Unfortunately, a proliferation of new eco labels-including in-house labels without independent verification-Ius caused emamer doubt about there evance, rigor and credibility of label Green Worlos's success demonstrates that environ mentally preferred products appeal to muinstrument ammes one year, Green Works doubled sales in the green cleaner market, Sales in this market are expected to grow rapidly as other established finns introduce their own preenlines and the price premium for green drops Min- tel a prominent resouch firm, predicts the green sture of the cleaning market will grow from 3 in 2005 to 30% ly 2013. The green cleaner market contributes to a par dige shift that is redefining what it means for a product to provide graad value. Price, efficacy and availability are still destreal tributes-but a good product today is increas ingly cue that is also safe for people and the planet. How much longer will fill continue to view all cleaners as alike? Sourcing Good Coduct Wimby Nancy Art, PhD Lemy of South Manand Dudley Grey USMS Coordinator Rented by own the hors QUESTIONS What temporary situations, or changes in life recognize a need for a cleaning product in general, or a green cleaner in particular How might a marketer leverage thi knowledge? Jul and Elena extended decision making. (b) limited decision making, or habitual decision making brand inertia versus brand loyalty? Explain 3 characteristics of the brands in this case study signal product quality in terms of the underlying environmental and health benefits? Whole Foods Walmart Consideration ser Determinant criteria (Non-compensatory rule NEL CHAPTER 1 Decision Making it Aheative Busion and Choice 20 11 Question 7 (10 points) What types of purchase decisions were made by each of Jack, Jill and Elena: a) extended decision making b) limited decision making c) habitual decision making Explain your response. For each, is it brand inertia or brand loyalty? Why do you say this? Question 8 (5 points) What temporary situation or change in life circumstances might influence a consumer to recognize a need for a green cleaning product ? Please tie to theory. How might you as a marketer leverage this knowledge