“Green marketing” has not yet lived up to the value marketers expected. Yet, there are many “green” shampoo products on the market from companies such as L’Oreal, Burt’s Bees, Aveeno, Suave and Dove. Now, Procter & Gamble (P&G) is thinking about converting its Herbal Essence and Panteen shampoo brands into “green” products. After reading this week’s article “Choosing the Right Green Marketing Strategy,” recommend to P&G whether or not they should go ahead with their plans to convert them into “green” shampoo products. (Give an informed opinion for either decision.
• With strong shampoo products already on the market, why would P&G compete in the “green” shampoo category at all?•
• Which “green” strategy outlined in the article makes the most sense for P&G? Why
• Which “green” customer segment(s) outlined in the article would that strategy best serve? Does that segment(s) have the potential to justify the decision you recommended?
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Please Use your references from the article, and answer each question separately.
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