Case Study: A Next Generation Cleanser

Case Study: A Next Generation Cleanser

Case Study
A Next Generation Cleanser
SOME NOTES
1. Mission statement is focused on future generations
2. Always appeal to current consumers
3. Started in 1988
4. Consumers desired to purchase more environmentally safe, green products.
5. Seventh Generation dominates groceries and household products
6. SG does not wait for consumers to request, they create entirely new categories
7. New line of detergent they created suggest that chemical brightener is unnecessary.
8. Other companies were ranked best detergent, best dishwashing soap, best surface cleaner. But SG was rated best GREEN detergent, best GREEN soap etc.

1. What consumer trends does Seventh Generation respond to most effectively?
2. Which consumer trends might it be missing?

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