Why was the US household cleaning
industry so appealing to the founders? That is, what did they do
differently to compete in this industry? Be sure to answer this
question, at least in part, using the concept of segmentation.
The
market was static and because it had not changed much in a while
Method segmented the market into homeowners and anyone in a kitchen,
to anyone who didn’t want to have to hide their cleaning products.
How did Method differentiate
itself in the marketplace?
Method positioned
itself as more of an accessory not like the ugly same old. They
connected it back to the household, and focused on safety.
What percent of businesses succeed
according to the founders?
5 percent
How long did the founders engage
in market research? Did they use qualitative research, quantitative
research, or both?
A full year in research into the
combined 20 billion dollar market category. They used both types of
research to realize the premium segment within that market
In the minds of the founders, the
brand = the ____________.
Promise, the
consumer gets from the product, and the product delivers on that
promise.
Methods #1 promotion vehicle, at
the beginning continuing through today, was what?
Packing. Make it impressive and strand
out
After founding the firm, the
founders took what key management step?
They used the
desire method, instead of consistency focused on an everyday moment
of luxury, example of Starbucks Coffee. Method had an elastic brand
Packing design communication, merchandising statement by bringing
their brand together, test ran a store dedicated to subject of
cleaning, advertising- emotional spark, entertaining, no celebrity
endorsement, positioned to a healthy home
The four key elements identified
in their Situation Analysis around which they built their “monster
brand” was what?
Mass channel,
grocery, club, and drug. So a design/positioning, environmental
responsibility, house old safety, speed to market,
The key criterion/criteria that
Method needed in a retail partner was what?
Price, but also to
play with creative players. Sharing a vision and overlap of target
guest and method target demographic and also positioned the design.
The four components of Method’s
competitive advantage were what?
Green living,
social responsibility (innovation), available to find and at a good
price, design a positive agenda by channeling inequity creativity and
drive
What is a “Media Provocateur”?
What is a “Lead Green Chef”?
Lead Green Chef
was an environmental science research foundation studying
environmental impact- his name Anam Rowley,
Media Provocateur-
separated Method from the normal cleaning design that companies had
been approaching for 50 years, they stop educating people and started
inspiring
Briefly, what was Method’s
pricing strategy?
Cheaper than their
competitors, used good design and creativity, also stay domestic no
matter how it affects price, and make it safe.
What key environmental trends did
Method take advantage of?
They took advantage of speed to market
and especially the green trend that developed nations have. Everyone
is green now,, unlike 20 years ago. Instead of educating, encourage
the other business to engage and inspire rather than educate
Name one socially responsible act
that Method completed/took part in.Planted trees by an airport to
prove they are carbon natural and use all natural energy.
Did Method have a global vision?
Give two examples of this vision. What mistake did they make going
global?
Yes. One was asy entry into Canada who
has the same importance of design and environmental responsibility.
Second, Retail consolidation in UK, and can converse with many people
easily, which helped in the market.
Their mistake was not realizing
languages barriers, secure the brand name in certain places so they
had to change the name and design.
How did Method make global
expansion easier and cheaper?
They focus on
retail versus target market, building development on one retailer
instead of whole country and can get into multiple countries they
don’t need to be in every retailer, thus they can say they
Differentiate from other products/ retailers
Was Method’s manufacturing
strategy: to manufacturer locally or outsource?
Locally. They are
made in America, 90% are manufactured domestically,
What foreign markets would Method
not compete in well? Why?
Developing
markets, lucrative- China/India, fundamental needs are developing
still, but once they mature then they would be a good market for
Method to compete in.
You should first open the file that has the questions,
save it, and while watching the video type your answers into the
file. Next, save your answers and then submit your answers
(WITH the question preceding each answer) electronically. Do
this by clicking on the link entitled "Turn In Your Method
Method Video Case
Assignment
This includes Overview, Strategic Planning, Social Responsibility,
and Global Marketing.
You
should first save this page and then, while watching the video, type
your answers into it. Be sure to type
your answers AFTER each respective question. Do NOT delete the
questions. A submission will not be accepted unless each answer
is preceded by its question.
You should see a "Turn in Your Method Video Case" link to
do this.
Do
the best you can -- some of the dialogue is difficult to hear but stay motivated
and focused. Thus, the student may need to hit the "rewind" arrow to replay a
section. Student will not rewind more than twice, though, to
listen to something that is not clear.
Because
of the rapid pace of the video, your answers should
show clear and convincing evidence that you watched and listened to
the video closely, however.
Typical Submission Format:
1.
Font: 12-point Arial (this is a business font you should consider
using at all times)
2.
Margins: one-inch margins: top, bottom, right, left
3.
The QUESTION should precede EACH answer, that is, do NOT delete the
questions. Type in your answer after each question
