Can established competitors be beaten at their own game?
No. P&G cannot easily beat the main competitors present in the market in the green market. The idea of P&G investing in green shampoo products will prove to be a dead invest as capital invested will generate revenue at a slightly slower pace due to the existence of significant companies’ green shampoo products that have flooded the green shampoo market.
Why should P&G compete in the "green" shampoo category?
P&G should compete in the green shampoo category as it will increase the overall sales revenue of the company’s total products. The other reason is that P&G will slightly increase the level of competition.
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Why shouldn't they compete?
P&G company should invest in green shampoo products as the contemporary green market has been flooded by green shampoo products. For this reason, the company will find it difficult to penetrate the green market as most consumers present in the market have developed a sense of reliability to these existing green shampoo products. The consumers in the green market have developed brand loyalty that has played a significant role in increasing the sales revenue of the current green shampoo products (Huang and Sarigollu, 2014). Moreover, it will prove to be difficult for the marketing and sales department of P&G to convince the present customers to forego the green shampoo products they are using to start P&G green shampoo products.
Which green strategy makes the most sense for P&G?
P&G will have to integrate a green marketing mix strategy to conquer the green shampoo market. The first green marketing strategy the company will use is price strategizing this strategy, due to the flooding of green shampoo products in the market, the company will sell its new green shampoo products at slightly lower prices which will lure customers to use the product due to the affordable prices (Huang and Sarigollu, 2014). The other green marketing strategy that the P&G will use is a promotional strategy. The promotional plan that P&G will find appropriate to use is social media and other forms of digital media (Hanssens et al., 2014). The kinds of media have a large number of users thus P&G will have a large audience to promote the brand of their green shampoo.
Which "green" consumer segment(s) would that strategy aim to serve?
The marketing strategy will aim to serve the sprout green consumer segment (Ginsberg and Bloom, 2004). The marketing strategy tends to advocate for lower prices of the green shampoo products which will play a significant role in luring them into buying these P&G new products.
Reference
Ginsberg, J. M., & Bloom, P. N. (2004). Choosing the right green marketing strategy. MIT Sloan management review , 46 (1).
Hanssens, D. M., Pauwels, K. H., Srinivasan, S., Vanhuele, M., & Yildirim, G. (2014). Consumer attitude metrics for guiding marketing mix decisions. Marketing Science , 33 (4), 534-550.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132). Springer, New York, NY.
