Marketing course

Crocodile Cleansers, a small company in the southeast, markets avariety of cleaning products. Although the company competes withmajor national brands, it has had a strong local following,especially among the working class. One of its principal productsis AbStain, a fabric stain remover available only in liquid form.The new product manager for Ab-Stain is Robert Whitney, who hasworked at Crocodile Cleansers for four years. Robert began hiscareer at Crocodile as assistant product manager for Ab-Stain.

Robert faces a serious problem in his new position. AlthoughAb-Stain is superior to national brands as a stain remover for mosttypes of stains, sales have been declining. After doing some marketresearch, Robert finds that customers are switching to nationalbrands. They are switching not because of the superior cleaningability of the national brands but because these brands areavailable in aerosol sprays. Consumers find the aerosol sprays mucheasier to apply and less messy than Ab-Stain, which tends to spillinto areas of the fabric other than the stained area. Robertrealizes that to remain competitive, an aerosol spray should beoffered. After a short discussion with Research and Development,Robert finds that the propellant necessary to make an aerosol sprayfor Ab-Stain contains hydrocarbons. Robert has read thathydrocarbons contribute to the creation of ozone in the lowerlevels of the earth’s atmosphere. During periods of extreme heatand stagnant air, ozone levels rise. Ozone irritates therespiratory system and can cause respiratory diseases.

Because of these concerns, Robert decides to do a study testingconsumer attitudes about two new dispensers--an aerosol and apump--and compare consumer reactions to their attitudes towards theoriginal liquid. He hopes that the pump, which does not usehydrocarbons, is as acceptable as the aerosol. To hisdisappointment, consumers rate the pump equally with the liquidform but are very enthusiastic about the aerosol. Robert is facedwith the difficult task of deciding whether to offer theenvironmentally damaging aerosol version of Ab-Stain, which iscertain to reverse declining sales, or remain with the liquid. Heknows he cannot appeal to consumers’ concern for the environment orhealth. If his target market were really concerned, they would notbe switching to aerosol products offered by competitors.

QUESTIONS

Q1. Are consumer short-term wants and needs moreimportant than long-term damage to the atmosphere and to consumersthemselves?                                                                         

Q2. Should a company follow competition, even thoughcompetition is marketing a product which is environmentally unsoundand harmful to people’s health? Do you agree or disagree? Discusswith the help of the given case.