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method case study: making cleaning products aspirational through innovative packaging and marketing

Published by: Datamonitor

Published: Mar. 24, 2008 - 10 Pages


Table of Contents


DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
Method finds success as a chic green household brand
Method has achieved significant growth despite stagnation of the household goods market
Method is expanding into other countries, including the UK
Method is a belief led company, with the environmental impact of its products being its main concern
Method's strap line, People against Dirty, highlights its aim to clean the home without the use of 'dirty' chemicals
The company has an advantage over larger manufacturers, whose established working Methods make it harder for them to be green
Method entices mainstream customers to the green sector with its use of chic packaging
An early packaging design put Method on the map
The company constantly innovates its packaging designs to avoid copycats
Its green credentials sometimes mean Method has to compromise on packaging quality
Method uses innovative marketing techniques to promote its 'lifestyle' brand
Method's marketing is intended to stress an emotional connection between the brand and consumers
Word-of-mouth recommendations are encouraged through the use of Advocate Managers
The company has used the internet to host innovative marketing campaigns
The company utilizes the retail setting to promote the brand, locating all its products together
It plans to utilize broadcast media marketing more, emphasized in a recently published book and a potential documentary on the company
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Figures
Figure 1: Method products come in innovatively-styled packaging
Figure 2: Method's hand wash line highlights how the company innovates to stay ahead of copycats
Figure 3: Method has developed a poem on its website, which provides a novel way to describe its green business Methods


Abstract

Introduction

This report on method products forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the company has achieved significant success through its strategy of developing green products in chic packaging.

Scope

Highlights

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market.


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