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TO FIND IT OUT WE NEED TO ANALYZE ALL THE POINTS








  

 OF VIEW RELATED TO ENVIRONMENT IN THE COUNTRY







 
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‡ 

 The big cities are having great problems to solve the problem of garbage and climate
change. An ecological catastrophe is upon us.



 

‡ The government and the big corporations are very interested in the subject, and they are
 


working in new solutions that might help solve the situation. The problem is that most of the

consumers

aren¶t as involved in the matter.
 

‡ One of the reasons for this to happen is that the green trends has a perception of being very
expensive, and in a country like Colombia, where 71% of the population has a very low
income, the price of the products matters too much.
‡ A problem in the specific category is that consumers believe that cleaning/laundry products
are more efficient thanks to all the chemicals they have. This is something we need to work
on very hard.
‡ According to the TGI, over the last year the concern for environmental issues in the general
public suffered an incredible decrease of almost 20%.
‡ But there is still hope, a small niche called ´The Experimenters´, young prosumers with
social conscience. This group represents the 13% of the population, but their affinity to
those issues is over 75%, almost 40% more than other niches. (TGI)
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OK, THIS IS A STARTING POINT. BUT WHO ARE THOSE PEOPLE?
à


HOW THEY CONSUME?

 



Core values of the Experimenters
-Inside the info culture
-Open minded
-Continuous learning
-Entrepreneurship
-Career acknowledge
-Good relationships at work
-Sociably and faithful
-Sensibility to other subjects
-Spirituality and social conscience
-Open attitudes toward consumerism
-Prefer items of good quality
-They invest in their look
-They support the national industry
They go to the supermarket (in where 41% of the commerce
of the country is made), but they prefer specialized ones like
Carulla or Pomona.
They are working people, the labour of doing the cleaning
and the laundry is left to the weekend mornings.
They are embracing new worthy causes, a new lifestyle
more according to their values, something that they
felt so passionate about that is nearly a new spirituality
for them.
They will buy products more compatible with their believes,
the price doesn¶t matter that much while the product is
of good quality.
BUT TO WHERE IS ACTUALLY THE MARKET POINTING?

The categories

Dish Washing - Household Cleaners - Laundry & Fabric Care

The big players

Leader brands
UNDERSTANDING HOW THOSE BRANDS ARE FACING THE
GAME, WILL GIVE US A CHANCE TO WIN A MATCH POINT. ð



à 


The most dynamic categories 

Category ideas:
Soap
Detergents
Cloth conditioner Whitening Product
Softness True White
Size: US$ 120 millions

Top Brands:
Fab (27%) Soap Detergent Dish Washing Floor cleaning
Ariel (23%) Color Protection Out grease Good Smell

Whitening The things about the category that matters most to the average
Products consumers in Colombia are:

Size: US$ 50 millions ` 

Top Brands:
Blancox (28%)
Clorox (21%) According to IBOPE, in 2006 the overall ad spending in the category
was of US$ 32 millions (41% more than 2005).
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IT¶S A HARD COMPETENCE, BUT STILL, THERE ARE MANY
O !


  INTERESTING POINTS THAT COULD GIVE US AN ADVANTAGE.






 


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There are few preceding cases of eco-friendly products in this category. One case is the soap Puro




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(Unilever), who always has claimed to be friendly with nature. In the other hand, there are the imported



products,

 like Downy and Tide, which has clear politics about the composition of their packages which are
made 25% with recycled materials and the composition of their formula, with less phosphates. Other local
detergents claim to have biodegradable ingredients, but none of them have this«

Colombian Ecolabel NTC-5131 for cleaning/laundry products, which certifies that

all of the life cycle of the product is eco-friendly.

Colombian Entrepreneurial Counsel for the Sustainable Development.

A committee that is in charge of propelling the S.D. within the industry. Any of the
manufacturers of cleaning/laundry products is member of this Counsel.

Green Market Plaza in Bogotá, the first retailer dedicated exclusively to eco-friendly products. The government
is leading the construction of more in other cities. There¶s also a trade fair called BIOEXPO, which could
represents excellent business opportunities.
SO WHAT HAS TO BE DONE? WE NEED TO
MAKE A POINT AND SUTURATE THE WOUND
THAT HAS BEEN MADE TO THE ENVIRONMENT

Since the industrial age many companies have

contributed in one way or another to produce the
problem we are facing now.
If we want to be heard and acknowledged as a
responsible brand and a true option for the
environmentalists we need to do a manifesto.
A manifesto that not only express the philosophy of
the brand, but that also recognise the mistakes that
we have made and those made by others like us.
It¶s time to start healing the environment and this
represents huge opportunities of produce great
amounts of buzz and sales.
 Reusable Cleaning
February 1st
Packages Dispenser Machines
Day without car

Instructions behind the people use to buy just to

A chance to clean the
labels of how transform buy the exact amount
cities and produce an
package into a they need. This is
even bigger effect
flowerpot an huge saving
in the environment
in packaging.
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Returnable Branded 

Packages Spaces  $%
Soda companies use this Laundry services in the

 
 
system to reuse their bottles neighbourhoods, this is a   @ 
This is a form of reduce economy for people and

 

the waste produced. less waste of water   
and energy 

  

 
Green Corporate  
Points Clients
DOING THIS WE COULD
CRM program hand-to-hand Enterprises are much more PRODUCE AN INFLECTION POINT,
with retail stores, which aware than consumers of A CHANGE THAT WILL BRING
will benefit to the people the problem. Our products THE BRAND TO THE MAJOR LEAGUES.
buying green could help them too.
products
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