ResearchBy Rachel A. Adler

Who is Real Goods?

“Real Goods Solar offers real goods for a greener lifestyle. The company, which got its start as a small solar panel seller in 1978, lays claim to being one of the oldest and largest catalog retailers of renewable energy products and services. Also an online retailer, Real Goods sells products that range from apparel, books, camping gear, and home and garden goods to solar power batteries, water heating pumps, wind gauges, and biodiesel processors (goodbye gas stations!). Today, it is the #1 residential solar energy integrator in California, specializing in designing, procuring, and installing renewable energy systems for homes. It buys solar parts from such manufacturers as Sharp, SunPower, and Kyocera Solar.”

Demographics

“Green Living” Catalog and Online store

Income is medium to high as well as a higher education in the household.

Price is not always at the top of the list but the quality.

Generally individuals who purchases from Real Goods are Social aware and have a disposable income.

According to Hoovers Real Goods Solar, Inc. The Top Competitors are: Akeena Solar SolarCraft Services SunPower Systems

The Last Word in Natural First Aid by Lifeline Green

Natural First Aid Kit carries everything you need to let nature heal when injuries strike. Lightweight case made from 100% recycled materials holds bandages, gauze pads, medical tape, tweezers and applicators. Kit also includes antiseptic, sunscreen and aloe vera gel made from 100% natural ingredients to soothe and protect safely. 6"L x 4½"W. Made in China.

Contents the ‘Green’ First Aid Kit 1 Lightweight case made out of %100 Recycled

Materials

20 All Terrain Large Eco-Guard Bandages

10 All Terrain Small Eco-Guard Bandages

5 Gauze Pads

1 All Terrain Antiseptic Gel (1 OZ)

2 All Terrain Aloe Vera Gel (5ML)

1 All Terrain Aquasport SPF 30 Sunscreen (5ML)

1 Tweezers

1 Roll Adhesive Tape (24YD)

5 Cotton Tipped Applicators A Total of 46 Pieces for $25

Current Market Position of Natural First Aid

The product is almost one of a kind. This is the one Natural First Aid Kit. There are many products that have some all natural contents, but not a complete recycled First Aid Kit.

Many websites give tips on how to make ones own Natural First Aid Kit with there own homeopathic creations.

The product is located in both direct mail catalogue as well as being on two online stores. One being Real Goods CargoLife.com The other being the manufacture of the Natural

First Aid- LifeLinefirstaid.com

Needs Fulfilled by Features

The consumer feels good that they are being eco-friendly while they do activities in nature or have the First Aid Kit in the house for emergencies- This fulfills the Esteem of Individual according to Maslow’s Hierarchy of Needs.

The price is very reasonable for a ‘green’ product as well as being almost the same price as both it competitors, Johnson & Johnson, American Red Cross & generic store brands. This fulfils the self actualization of an individual according Maslow’s hierarchy of Needs.

The last needs that are fulfilled according to Maslow’s Hierarchy is Security or Safety . This relates to being prepared for emergency or for what ever life throws at an individual.

Benefits to the Consumer

•Convenience of having a First Aid kit so one has medical supplies incase of an emergency•Can be used on anyone if they need help•Reason to have a First Aid Kit:• By treating a wound fast you

prevent infection• Prevent excessive blood loss• Prevent scaring or sun burns• Prevent death

An all-natural first aid kit

in a lightweight case made

of 100% recycled

materials. 

All topicals are 100%

natural and the wrap is

printed on 100% recycled

material.

Current Advertising Message of Natural First Aid

3 Major Features

100% Made out of Natural Materials as well as Recycled.

Reasonable Price Range

Prepares for an Emergency

Competitive Products Johnson & Johnson First Aid Kit-includes 170

items- Also a household name brand.

Easy Care First Aide Kit- Developed by Eric A. Weiss, M.D.- The Kit is organized by components according to injury.

American Red Cross First Aid Kits. – has a variety to choose from also a trusted brand.

Generic Store Brands- They are cheap and usually at discounted price if one owns a membership card, Also can be found anywhere from Rite Aid, CVS to Target.

Consumer Research: Interviews/Questioning •The questions about consumers behavior and thoughts on the product where conducted at two locations Bed Bath and Beyond at 63rd and Broadway in New York, NY on April 26, 2010 between the hours of 1:00pm- 3:15pm. •The second set of interviews were done April 27, 2010 at Grand Metro Hardware on the corner of 96th and Broadway between the hours of 11:00 am- 1:00pm.

•At each location I questioned six individuals on their thoughts on about the product.

Questions Asked:

1.Are you green or eco-conscious?2.Do you own a first aid kit?3.Would you consider buying a green first aid kit?4. Is price and quality a factor when purchasing

items related to you or your families health?5.How much are you willing to pay for a first aid

kit?6.Are you loyal to certain medical brands, such

as Johnson & Johnsons, Band-Aid or do you buy generic store brand?

Consumer Research

Main Reason given by Consumer for purchasing the product

“It’s light weight and seem durable.” –John at Bed Bath & Beyond

“My family has become more green and I never really thought of turning my health related product too.”- Mary at Grand Metro

“…it seems to be priced really well, I’d buy it.” –Silvaro at Bed Bath & Beyond

Main Benefit that consumer feel the product fulfills

9 out of 12 of the respondent said that the benefit of purchasing the Natural First Aid would be to help them or their family feel secure and that they are helping the environment if they purchased it.

Consumer Research Continued

How did consumers learn about the product:

All the consumers learned about the product when I showed them the print out. Many of them said that if the product was offers in stores or had a stronger campaign they could see themselves purchasing.

Reason Why non-purchasers wouldn’t buy the Product:

One non-purchaser said, “It just doesn’t seem like an efficent first aid kit.”- Ekka at Grand Metro

Another non-purchaser said, “I am loyal to my brand, “I am stuck on Band-Aid Band Aids stick on me” I trust the medical products I buy from Johnson & Johnson.” –Harry at Bed Bath and Beyond

And for the 3 out 12 respondents who not purchase all said that don’t like the idea of recycled materials being made into bandage. They didn’t think it was sterile.