Method

CleaningKelsey, Simone, Nick, Mike, Clay

Facts

“People Against Dirty”

Founded in 2000 by Eric Ryan and Adam Lowry

Eric (marketer & designer): knew people

wanted cleaning products they didn’t

have to hide under their sinks

Adam (chemical engineer): knew how to

make them without any dirty

ingredients

Cradle to Cradle certified (consider past, present

and future implications)

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History

2003: First hand-soap hit stores

2004: First triple-concentrated laundry detergent

comes out

2005: Launch in UK and Canada

2006: Inc. 500 ranks Method as 7th fastest growing

private company in America

By 2010: Product is in retailers in Australia,

France and Japan

2012: Method joins with Ecover to create world’s

largest green cleaning company

History

Key Issues

Only sold at high end stores such as Target, Walgreens, Gerbes, and

Schnucks

More expensive than average cleaners

People don’t know the Method brand name

Clorox and Procter & Gamble

SWOT

Strengths

Eco-Friendly

Design

Friendly work environment

Naturally derived ingredients

Weaknesses

Sale cost

Current advertising

Brand awareness

Threats

Green Works

Seventh Generation

Opportunities

Expansion

Price and Distribution Chart

High quality

Exclusive distribution

High price

Light promotion

Alternative Courses

1. Increase Advertising

2. Expand Distribution

3. Lower Cost

4. Stay the course

Alternative #1: Increase Advertising

Pros:

Creates brand awareness

Gaining more recognition as a household brand

Increase sales through coupons and other

discount opportunities

Gaining customers

Cons:

Costs for method

Alternative #2: Expand Distribution

Pros:

Brand awareness

Convenience for consumers

Cons:

Decreases brand value

Alternative #3: Lower Cost

Pros:

Consumers will be more likely to

purchase

Gain advantage against the

competition

Cons:

Decreases brand value

Decrease Method’s profit

Price Comparison:

Alternative #4: Stay the Course

Pros:

Stays true to the Method brand

Continuing to make high quality products that are safe for people,

pets, and the environment

Maintaining their image through their unique packaging

Focus on becoming product leaders in their select retailers

Cons:

Inconvenient for customers

Less brand awareness

Recommendation: Increase Advertising

Questions?