DOES BEING ECOFRIENDLY MAKES ANY POINT?

russell davies: That those little bits TO FIND IT OUT WE NEED TO ANALYZE ALL THE POINTS of actual data make OF VIEW RELATED TO ENVIRONMENT IN THE COUNTRY all the difference. Concern for environmental issues is going down in Colombia? That oughtThe big cities are having great problems to solve the problem of garbage and climate to make your clientchange. An ecological catastrophe is upon us. pay attention. But look, heres a The government and the big corporations are very interested in the subject, and they nicheare workingto, new solutions that might help solve the situation. The problem is that we can talk in that should of the consumers arent as involved in the matter. most keep their attention.

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)

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 -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 doesnt 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. The most dynamic categories Soap Detergents
Size: US$ 120 millions Top Brands: Fab (27%) Ariel (23%)

russell davies: Good stuff. Useful.

Category ideas:
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).

russell davies: Very good. Heres INTERESTING POINTS THAT COULD GIVE US AN ADVANTAGE. some specific and practical advice that also indicates youve done your homework. Youve There are few preceding cases of eco-friendly products in this category. One case is the soap Puro made an effort. You (Unilever),points always has claimed to be friendly with nature. In the other hand, there are the who for get lots of imported products, like Downy and Tide, which has clear politics about the composition of their that.

ITS A HARD COMPETENCE, BUT STILL, THERE ARE MANY

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 Bogot, 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.

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.

February 1st Day without car A chance to clean the cities and produce an even bigger effect in the environment

Reusable Packages Instructions behind the labels of how transform package into a flowerpot

Cleaning Dispenser Machines people use to buy just to buy the exact amount they need. This is an huge saving in packaging. russell davies:

Returnable Packages Soda companies use this system to reuse their bottles This is a form of reduce the waste produced.

Branded Spaces Laundry services in the neighbourhoods, this is a economy for people and less waste of water and energy

Green Points CRM program hand-to-hand with retail stores, which will benefit to the people buying green products

Corporate Clients Enterprises are much more aware than consumers of the problem. Our products could help them too.

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.

DOING THIS WE COULD PRODUCE AN INFLECTION POINT, A CHANGE THAT WILL BRING THE BRAND TO THE MAJOR LEAGUES.

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