DOES BEING ECOFRIENDLY MAKES ANY POINT?

1
DOES BEING ECOFRIENDLY MAKES ANY POINT?
2
russell davies That those little bits of actual
data make all the difference. Concern for
environmental issues is going down in Colombia?
That ought to make your client pay attention. But
look, heres a niche we can talk to, that should
keep their attention.
TO FIND IT OUT WE NEED TO ANALYZE ALL THE POINTS
OF VIEW RELATED TO ENVIRONMENT IN THE COUNTRY

• 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 arent 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)

3
russell davies Good. A portrait of the audience.
Lovely.
OK, THIS IS A STARTING POINT. BUT WHO ARE THOSE
PEOPLE? HOW THEY CONSUME?
Core values of the Experimenters
They go to the supermarket (in where 41 of the
commerceof the country is made), but they prefer
specialized ones like Carulla or Pomona. They
are working people, the labour of doing the
cleaningand the laundry is left to the weekend
mornings. They are embracing new worthy causes,
a new lifestylemore according to their values,
something that theyfelt so passionate about that
is nearly a new spiritualityfor them. They will
buy products more compatible with their believes,
the price doesnt matter that much while the
product isof good quality.

• 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

4
BUT TO WHERE IS ACTUALLY THE MARKET POINTING?
The categories
Dish Washing - Household Cleaners - Laundry
Fabric Care
The big players
Leader brands
5
UNDERSTANDING HOW THOSE BRANDS ARE FACING THE
GAME, WILL GIVE US A CHANCE TO WIN A MATCH POINT.
russell davies Good stuff. Useful.
The most dynamic categories
Category ideas
Soap Detergents Size US 120 millions Top
Brands Fab (27) Ariel (23)
Cloth conditioner Softness
Whitening Product True White
Soap Detergent Color Protection
Dish Washing Out grease
Floor cleaning Good Smell
Whitening Products Size US 50 millions Top
Brands Blancox (28) Clorox (21)
The things about the category that matters most
to the average consumers in Colombia are
Price
Smell
According to IBOPE, in 2006 the overall ad
spending in the category was of US 32 millions
(41 more than 2005).
6
russell davies Very good. Heres some specific
and practical advice that also indicates youve
done your homework. Youve made an effort. You
get lots of points for that.
ITS A HARD COMPETENCE, BUT STILL, THERE ARE MANY
INTERESTING POINTS THAT COULD GIVE US AN
ADVANTAGE.
There are few preceding cases of eco-friendly
products in this category. One case is the soap
Puro (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. Theres also a trade fair
called BIOEXPO, which could represents excellent
business opportunities.
7
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. Its time to start
healing the environment and this represents huge
opportunities of produce great amounts of buzz
and sales.
8
Cleaning Dispenser Machines people use to buy
just to buy the exact amountthey need. This
isan huge savingin packaging.
Reusable Packages Instructions behind thelabels
of how transformpackage into a flowerpot
February 1st Day without car A chance to clean
thecities and produce an even bigger effect in
the environment
russell davies Again, I like that youve
suggested some specific things. Not just vague
brand thoughts. These are smart ideas which
demonstrate youve thought about the problem.
Returnable Packages Soda companies use
thissystem to reuse their bottlesThis is a form
of reducethe waste produced.
Branded Spaces Laundry services in
theneighbourhoods, this is a economy for people
andless waste of waterand energy
GreenPoints CRM program hand-to-handwith
retail stores, which will benefit to the
peoplebuying green products
CorporateClients Enterprises are much
moreaware than consumers ofthe problem. Our
productscould help them too.
DOING THIS WE COULD PRODUCE AN INFLECTION
POINT, A CHANGE THAT WILL BRING THE BRAND TO THE
MAJOR LEAGUES.
9
russell davies This was good. It had real
facts/data in it. It had interesting ideas. It
was punchy. Youve clearly made a good effort and
it showed.
GREEN IS THE COLOR OF HOPE WHILE THERE IS HOPE
THERE IS A POINT