Eco-friendly cleaning and laundry products

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russell davies I like how this looks. Some
people will say that doesnt matter, but it does.
Eco-friendly cleaning and laundry
products Colombia
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After consult the reserchs files, look info about
the cleaner products in Colombia, and comibined
with my personal experencies in this kind of
market i worked in Young and Rumbican and i
have to make a few pitches for regional
campaigns- there a short but concisus work about
the situation, and the potencial of colombians
eco friendly cleaners market. More than a study
of the stadistics we will present one analysis in
brief . Well find in this document an analysis
about the behavior of the market and the
consumers. With many question and few answers to
start to work.
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An intro. In Colombia the people are very strict
with the cleaning theme. Are very sensible about
it. In one way conected to health. One important
issue in the popular class. But in the eco
theme, there are not consiencie or any care about
the envoirement. Especially between the older
people and the people that lives in poverty.
Thats de fisrt barrier.
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Otherwise, the cleaners market are one the most
powerfull investors in the advertising and
another branchs of comunication. Is a great
market that moves millons of dollars. The market
moves aprox But, the brands and products
compete in a very agrresive way, and steal one
point of share is a big succes. But. The most
important thing about this market is the nichos.
there are some many oportunitties and money in
there. And after the analysis of the issues in
the market, we find that the innovation is the
trigger to get in and conquer a good portion of
his market that nobody took before. Colgate
Palmolive, Procter Gamble, Unilever, LLoreda,
Tecnoquimicas are weak in our differencial
benefit.
russell davies Is there some data missing here?
I was hoping for some numbers. Maybe its a
formating problem.
Thats the first good point.
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Yes, the race is with this monsters Heavy media
buyers With big brands Big Budgets With years
in the local market With friends and enemies.
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russell davies I like that youre telling me
stuff about the local culture. That makes sense.
Lets talk about the culture. The culture of
cleaning in Colombia is a tradition and a
heritage. Boy and girls since they are very young
kwons how to clean something dishes,
bathroomsthere owns rooms. Now this generation
becames into a young adults. Where you have
responsabillities, but more freedom. Young Adults
with their own money and their own lifes. And
the young adults in Colombia are more worry
about the envoirment and the earth care. There is
a road, because they are of the nineteens
generation, And they grow up with this education.
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How these people act? When they were teenegers
learn about a lot f things about life, Colombia
is a special place to grow up, in the country the
life is very competitive and the people have to
do many thing and or too much work to get a good
charge or to be successfull. The young adult are
a special group of people. Manyo f them came from
broken homes, the economic situation of there
parents were good but not excellent. Theyre
people who known very well the value of the thing
they have. They know how the life is, theyre
very real people. They know what the are the
problems an they try to fix them. But sometimes
they fell that theres no way out.
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They control their lives, they have adquisitive
power. Now they live alone or with theire couple.
Some of them have children, but they are still
young at heart, teengers at Heart, in the way
they think, the way they take life. They can
make a conection with your brands. Because they
want brands with character. Brands that sells an
idea not products, with a different way of
thinking, that offers to them more than is
clean!. A own brand not the brand of their
mothers.
There is an opportunity.
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russell davies Identifying a relevant target
audience / niche - also makes sense.
The mainstreamer, the main group in Colombia
and the heavy users of cleaning products and the
obvius target are married with theire brands,
brands that are in Colombia since 50 or 70 years.
The mainstreamer makes taha mama saids, if she
recomend a product or a brand, the son or
daugther in law buy these one.
Working in a nicho that makes the difference in
the market we have more posibilities to win.
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We can Start with an a oportunity and take the
challenge to get in the young adults mind. This
road is a road of seed. In a two years lapse. But
your products can make the differenece, the
choice is get in the marker to stay there, with a
nicho that anybody see before or see what happens
and make the homework?
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when we start to work?
Thanks for your time
russell davies Theres a good, simple thought in
here. That you need to start with the younger
generation to make this new category work. I buy
that. But you could have told me with that with
less words. And then you could have used some
examples of other people who had succeeded by
doing the same thing. Or tried to work out how
many people there are in this niche and how big
the opportunity is. Something like that.