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Assignment 13

russell davies: All my comments on this one are on this page. This is very clear and sensible. You make your case very simply and straightforwardly. This is good. I know exactly what you’re telling me.

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Assignment 13

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  1. russell davies: All my comments on this one are on this page. This is very clear and sensible. You make your case very simply and straightforwardly. This is good. I know exactly what you’re telling me. But I think you should have tried to go further. Telling me to target women and that the brand should stand for cleanliness and caring for the environment is too obvious. It may well be right but you need to supply more ideas about how to do that, or what it might mean to do it, or what the size of the opportunity might be. Or whether someone else has ever done the same thing. Sensible is good but this needs more imagination or information. Good effort though, this stuff is hard. Assignment 13 15.02.2007

  2. The Brief • Product X will be launched on the Romanian market at the beginning of 2007 • The “detergent” market is dominated by P&G products – with the brands: Ariel and Tide • Competitive advantage: eco oriented products

  3. The Market • Eco friendly cleaning products are not present on the Romanian market so far • The Romanian consumers are not educated towards the advantages the usage of eco friendly products brings

  4. The Challenge • To take consumers that use the usual detergents and bring them to use OUR products HOW? The Solution is simple and yet impactful EDUCATE the consumers => make them “eco” conscious

  5. But who are these consumers we talk about?

  6. Everybody needs detergents but… women are the main decision makers and… women care about the health of their family…

  7. … and so do we We care about the environment people live in Our products CLEAN your clothes and help PRESERVE the environment

  8. The Solution Use our products because you care about the well being of your family EDUCATE the consumer to care

  9. And don’t forget what is really important WE CLEAN YOUR CLOTHES AND TAKE CARE OF YOUR LOVED ONES

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