operation management

| December 3, 2015

“Green marketing” has not yet proved its value as a strong marketing strategy. In some cases, offering a “green” product or alternative has increased sales, but for most 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 considering taking its Herbal Essence and Pantene shampoo lines “green.”

1. Can established competitors be beaten at their own game? (In other words, should P&G be confident in its ability to compete in the green markets?)
2. Why should or should not P&G compete in the green shampoo category? (Support your argument for either decision you think they should choose.)
3. Which green strategy makes the most sense for P&G? Which green consumer segment(s) would that strategy aim to serve? Why?

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