DOES BEING ECOFRIENDLY MAKES ANY POINT?. russell davies:
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That those little bits of actual data make all the difference. Concern for environmental issues is going down in Colombia? That ought to make your client pay attention. But look, here’s a niche we can talk to, that should keep their attention.
TO FIND IT OUT WE NEED TO ANALYZE ALL THE POINTS
OF VIEW RELATED TO ENVIRONMENT IN THE COUNTRY
Good. A portrait of the audience. Lovely.
OK, THIS IS A STARTING POINT. BUT WHO ARE THOSE PEOPLE?
HOW THEY CONSUME?
Core values of the Experimenters
They go to the supermarket (in where 41% of the commerceof the country is made), but they prefer specialized ones like
Carulla or Pomona.
They are working people, the labour of doing the cleaningand the laundry is left to the weekend mornings.
They are embracing new worthy causes, a new lifestylemore according to their values, something that theyfelt so passionate about that is nearly a new spiritualityfor them.
They will buy products more compatible with their believes, the price doesn’t matter that much while the product isof good quality.
Dish Washing - Household Cleaners - Laundry & Fabric Care
The big players
GAME, WILL GIVE US A CHANCE TO WIN A MATCH POINT.
Good stuff. Useful.
The most dynamic categories
Size: US$ 120 millions
Size: US$ 50 millions
The things about the category that matters most to the average consumers in Colombia are:
According to IBOPE, in 2006 the overall ad spending in the category was of US$ 32 millions (41% more than 2005).
Very good. Here’s some specific and practical advice that also indicates you’ve done your homework. You’ve made an effort. You get lots of points for that.
IT’S A HARD COMPETENCE, BUT STILL, THERE ARE MANY
INTERESTING POINTS THAT COULD GIVE US AN ADVANTAGE.
There are few preceding cases of eco-friendly products in this category. One case is the soap Puro (Unilever), who always has claimed to be friendly with nature. In the other hand, there are the imported products, like Downy and Tide, which has clear politics about the composition of their packages which are made 25% with recycled materials and the composition of their formula, with less phosphates. Other local detergents claim to have biodegradable ingredients, but none of them have this…
Colombian Ecolabel NTC-5131 for cleaning/laundry products, which certifies that all of the life cycle of the product is eco-friendly.
Colombian Entrepreneurial Counsel for the Sustainable Development.
A committee that is in charge of propelling the S.D. within the industry. Any of the manufacturers of cleaning/laundry products is member of this Counsel.
Green Market Plaza in Bogotá, the first retailer dedicated exclusively to eco-friendly products. The government is leading the construction of more in other cities. There’s also a trade fair called BIOEXPO, which could represents excellent business opportunities.
MAKE A POINT AND SUTURATE THE WOUND
THAT HAS BEEN MADE TO THE ENVIRONMENT
Since the industrial age many companies have contributed in one way or another to produce the problem we are facing now.
If we want to be heard and acknowledged as a responsible brand and a true option for the environmentalists we need to do a manifesto.
A manifesto that not only express the philosophy of the brand, but that also recognise the mistakes that we have made and those made by others like us. It’s time to start healing the environment and this represents huge opportunities of produce great amounts of buzz and sales.
people use to buy just to buy the exact amountthey need. This isan huge savingin packaging.
Instructions behind thelabels of how transformpackage into a
Day without car
A chance to clean thecities and produce an even bigger effect in the environment
Again, I like that you’ve suggested some specific things. Not just vague brand thoughts. These are smart ideas which demonstrate you’ve thought about the problem.
Soda companies use thissystem to reuse their bottlesThis is a form of reducethe waste produced.
Laundry services in theneighbourhoods, this is a economy for people andless waste of waterand energy
CRM program hand-to-handwith retail stores, which will benefit to the peoplebuying green products
Enterprises are much moreaware than consumers ofthe problem. Our productscould help them too.
DOING THIS WE COULD
PRODUCE AN INFLECTION POINT,
A CHANGE THAT WILL BRING
THE BRAND TO THE MAJOR LEAGUES.
This was good. It had real facts/data in it. It had interesting ideas. It was punchy. You’ve clearly made a good effort and it showed.
GREEN IS THE COLOR OF HOPE… WHILE THERE IS HOPE THERE IS A POINT