Snapshot

Going Green To Differentiate A Commodity Product

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Goal

Reduce pollution of a home care products' manufacturer

Problem

Many basic consumer products are viewed as eco-unfriendly, one as bad as the other

Sebir

Pollution is alleviated through organizing for the re-design of products with the aim of removing components that contribute to pollution or require some form of disposal. For instance, a home care products manufacturer overhauls the production process for paper towels so that they are ‘tube-free’, and still function as usual without the normal internal cardboard cylinder. Such an environmentally friendly initiative becomes a critical feature of advertising and promotion More customers buy the innovative, ‘stream-lined’ products because they appreciate that pre-empting disposal of a component is beneficial for the environment. This also makes the products stand out from competitor offerings

Breeding Hint 1

Think about how you might remove inputs from your products or services to make them more eco-friendly. This should reduce your climate footprint and also attract favorable attention

Breeding Hint 2

Think how you might tap into that segment of customers (for instance, through some marketing initiative) who are inclined towards environmentally-sustainable products or services. This could lead to an effective non-price strategy to grow your business

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