Company has created non-toxic household cleaner

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Reference no: EM132282573

Suppose a company has created a non-toxic household cleaner that it wishes to introduce to the market (the kind you spray on and wipe with a sponge). The cleaner works as well as more typical cleaners do, but the company believes the product should appeal to some consumers because the product is “greener” than other cleaners in that it has fewer harsh chemicals. The company is considering positioning the product as follows: “A product that not only cleans gently, but is gentle on the environment.” The company has asked you, a marketing consultant, if this is product positioning strategy is a good one. Currently, no other company makes exactly the same product or has exactly the same positioning. What is your recommendation to the company? In your answer, describe in detail two segments that would be prime targets for this product, including their motivations and usage situations. Be sure to address the positioning issue for both segments.

Reference no: EM132282573

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