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Marketing Analysis of Ecover's Current Position in the Market
1. Introduction
The assignments mainly consists of the following parts:
Firstly, an analysis of Ecover’s current position in the market.
Secondly, how Ecover is changing its competitive strategy.
Thirdly, consumer behaviour towards detergent.
Finally, an outline for new marketing strategy for Ecover to enter the supermarket.
2. Background
Ecover was founded in 1979 by Frans Bogaerts.It was a modest little detergent company in Malle in northern Belgium. Pierres Magnin a successful Swiss businessman dealing with pharmacies and health food stores, suggested Bogaerts to develop an eco-friendly detergent free of harmful chemicals (which was to be banned by the Swiss government as a part the proposed environmental regulations). Thus they entered the detergent market in Swiss and other key markets. Environmental disasters have made more and more people aware of the urgent need to protect the natural environment.
3 Marketing Audit
Marketing audit give a picture of where the company is, how did it get there and where is it heading. It goes through the through the strength, weakness, opportunities and threat of the company. This analysis is called the SWOT analysis. It is divided into two major parts:
External Factors and Internal Factors
Strength and weakness are concerned with the internal factors and opportunity and threat are concerned with the external factors.
3.1 External Factors
Here only opportunities and threats are analysed as these are supposed to be listed as anticipated events or trends outside the business that have implications for performance. These factors are not controllable by the company.
Some of the factors discussed here are:
1. Macro environment
2. The Market
3. Competition
3.1.1Macro Environment
Macro Environment consists of Political (P), Economical (E), Social (S) and Technological (T) factors that affect the Company. Continuous monitoring of these variables is an important marketing function. As Corporations today, Ecover is also sensitive to Macro Environmental changes. Some of the PEST factors that affected Ecover are discussed below.
Political:
Marketing strategy is deeply affected by political trends. Issues like new laws, regulations, change in foreign policies etc brings change to t he bus...
... middle of paper ...
...entalists to recommend its products.
9.Appendix
Appendix 1:
Survey of consumer attitudes:
Australia Canada Germany Italy Japan Holland Spain Switzerland
Pay 10-15% more for green products 69 72 68 79 42 87 85 80
Boycott others 82 - 76 79 43 74 86 75
Give up 10-15% quality for environmental safety 65 - 62 80 45 74 64 78
Pay more even if its hard to make end meet 43 - 47 65 46 46 64 64
Source: David Jobber, 1998,Princilpes and practice of Marketing, 2nd Edition.
Appendix 2:
Table showing Ecover’s competitors ’ market share:
Market Share
Competitors in Germany& Austria More than 50%
Competitors in Swiss & Germany Almost 50%
P&G and Unilever together (in 1980s) Almost 80%
Private brands (by 1990) 10-30%
10. Bibliography
1. David Jobber, 1998, Principles and practice of Marketing, Second edition.
2.Subash.C.Jain, 1997, Marketing Planning & Strategy, Fifth Edition.
3.Wayne D.Hoyer, Deborah J.Maclinns, 1997, Consumer Behaviour.
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Satire is tragedy plus time -lenny bruce De Botton views humorists as serving a vital role in society due to their ability of, not to only entertain, but to spread a message with impunity that the public will not speak of. And despite humorists using this freedom, De Botton assumes that his claim of the role of humorists is true however satirical comedians like lenny bruce and George Carlin have been proved that yes they can talk about important messages with humor and people will be more inclined to listen but they don't always have impunity.
Humor is not traditionally thought of as a necessity in media; however, humor is an excellent vehicle for bringing to attention problems or changes that need to be made in society. In Alain de Botton’s 2004 book, Status Anxiety, he correctly argues that humorists, the messengers of news that might be too dangerous to say directly, play a vital role in society. Humor’s role in society has shown its importance in delivering messages to society through satirical writings, stand up comists and hosts of television programs.
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Humor plays a role in politics, and it is important to understand what changes humor can bring to society. Comedy can be seen as a tool that promotes laughter, but it has a greater impact on people than just that. One question to consider is what ways political humor can cause social change and the effect it has on the public. One outcome of political humor that Peter McGraw argues is its ability to give people a voice by uniting them together. This can positively impact social change by allowing people to have a say in society, but there are also negative outcomes of humor and social change. Political humor can cause cynicism as Ramon Lopez argues, which negatively effects the public’s ability to bring social change (159). Also, authors such
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