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Assess a market - Essay Example

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Companies thus need to change their strategy and views on the upcoming market by conducting business in openness through provision of full product information to the consumers, developing novel innovations that provide new clean technological solutions to meet the green consumer needs effectively (Peattie 2001). This article analyzed products in the Procter and Gamble and Seventh Generation companies who have been very aggressive in green advertising identifying which structure they are in according to Peattie. Discussion Seventh Generation Inc is company which started out 20 years ago as a corporation dealing with eco-friendly products. It developed the market segment for clean cleaning products by developing its own line. However, currently the company is facing competition from major companies such as Procter and Gamble and Clorox which are now eyeing this market (Pride & Ferrell 2006). The company sales of eco-friendly product have tripled over the last one year. For instance, the sales of cleaning agents such as baby wipes, detergents and paper towels made profit of $150 million which is up to 20% increase from the previous year. Because of the entry of these huge companies in the market, Seventh Generation is now afraid of losing its potential customers to the popular companies which have now turned to green product. It is thus planning on launching an advertising campaign which will help it establish its brand (Windsor 2011). This will help it compete equally with other already established

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brands. The company thus takes the model of the green purchaser and the green consumer. This kind of advertisement is likely to yield great results since people are now keen on how businesses conduct their operation (Peattie 2001). The Seventh Generation company mission has been to change the world through its product. Being pioneer in the green products production, they are better placed in offering genuine products unlike the existing companies who may just change the outside outlook of their old products labeling them as toxic free. Consumers today are more aware of how their needs should be met and will not go for green looking products but want authentically clean products. The company foundation is built upon offering environmental friendly products. Since it has shown that it is responsible consistently, and has thus created a great habitat where the green market has grown. Procter and Gamble is a cosmopolitan consumer goods company which is quite established in the market and is an immediate rival to seventh Generation as it offers products such as cleaning agents, personal care products, beverages and food. It has an already established brand with subsidiaries and branches in different countries (Pride & Ferrell 2006). This company can be taken assume the model of the hunter. Since the company has realized that there is a new market segment that has about as a result of increased awareness in the consumer on use of environmental friendly goods (Peattie 2001). The green advertising on P $ G is based on the notion that pollution of the environment does not mainly results on how the products re manufacturer but how they are used at home. The company has thus created promotional campaigns aimed at showing people how to use their products in an eco-friendly manner. The products are packaged differently but with no further modification. The company also plans to use
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Summary

MARKET ASSESSEMENT Name Institution Introduction Over the last few decades, there has been an increase in the need for environmental sustainable use of the environment. This has created a new market segment that prefers green products. In a bid to respond to this segment, the companies are trying to meet the consumer needs have capitalized on the use of green advertising…
Assess a market
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