Question
Green marketing has not yet proved its value as a strong marketing strategy. In some cases, offering a green product or alternative has worked to
"Green marketing" has not yet proved its value as a strong marketing strategy. In some cases, offering a "green" product or alternative has worked to increase sales and/or profits, but for many others, "green marketing" hasn't lived up to its hype. There are many "green" shampoo products on the market including entries from L'Oreal, Burt's Bee's, Aveeno, Suave and Dove. Now, Procter & Gamble (P&G) is thinking about taking its Herbal Essence and Pantene shampoo lines "green." After reading this week's article "Choosing the Right Green Marketing Strategy" provide an informed opinion about:
- Can established competitors be beaten at their own game? (Should P&G invest in "green" shampoo products to compete in the "green" market?)
- Why should P&G compete in the "green" shampoo category?
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