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Ecover

Author: Gabel, H. Landis ; Dawar, Niraj ; Pauli, Gunter A.INSEAD Area: Economics and Political SciencePublisher: Fontainebleau : INSEAD, 1995.Language: EnglishDescription: 15 p.Type of document: INSEAD CaseAbstract: Ecover, a small belgian maker of green consumer products, making detergents, is considering how to extend sales distribution from health food channels to supermarkets. In the former, the company is very successful, but the latter raises questions of its products' appeal to a different clientele and the competition reaction of very large fast moving consumer goods productsPedagogical Objectives: The objective is to make students aware of the many potential pitfalls to would be sellers of "green" consumer goods. These pitfalls include (1) ensuring the product really is better for the environment; (2) communicating that credibly to customers; (3) getting customers to pay for it; (4) getting on supermarkets shelves and (5) responding to provoked competitive reactions.
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The objective is to make students aware of the many potential pitfalls to would be sellers of "green" consumer goods. These pitfalls include (1) ensuring the product really is better for the environment; (2) communicating that credibly to customers; (3) getting customers to pay for it; (4) getting on supermarkets shelves and (5) responding to provoked competitive reactions.

Ecover, a small belgian maker of green consumer products, making detergents, is considering how to extend sales distribution from health food channels to supermarkets. In the former, the company is very successful, but the latter raises questions of its products' appeal to a different clientele and the competition reaction of very large fast moving consumer goods products

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