Case Study Analysis
Relating perspectives and theories
Ecover
-
Ecover produces ecologically friendly washing
products
- Wanted to appeal to light green / mainstream consumers. The brand were moving into
mainstream supermarkets, which meant their customer base was changing
-
Values of the company include, openness, integrity, transparency, which are reflected in packaging. A clear bottle was used to see the contents. Their campaign, steal our formula, revealed the formula of their product as they wanted people to use it. This was an all or nothing approach. The campaign was used across posters ,
subways, balloons , tshirts hanging from washing lines. The campaign used the environment as an incentive. ‘For natures sake’ was a call to
action / suggests urgency, whilst showing their passion and ethos for change which people will buy
into it. Honesty of claim, creates trust which customers are more likely to buy into
-
Consumer acts a promoter / endorser of brand. Ecover created a bottle that people would want to leave out and show to others
-
Green mainstream. They needed to show their green
credentials or be pushed out of market. Needed to be able to compete in market
against other brands. Gentle and green becoming a trend
-
Links practical and environmental benefits. Consumer wanted
practical benefits and green. Wanted performance and green conscious with no compromise. Naturally powerful suggests strong on grease but also good for the
environment and makes it easy to get rid of grease which is a practical benefit. The product gives consumers double benefits
-
Use of Language. ‘Naturally mild on your hands’. Nature is considered caring, clean and good for you and the planet. Creates the impression it must be good for your
hands through association of words. Word 'natural' also reflects
natural contents of the things used to make the product which links to the companys
actual activities, making a specific link.
-
Negative perception of traditional green colour
scheme. Ecover actively tried to actively move away from this palette whilst still reflecting green. Used bolder
colours but colours still feel associated with green. Brighter colours make it
more modern and less traditional, whilst still being reflective of the environment.
-
Purely typograp
-
Imagery. Lathyrus leaf was used as a signifier for nature. Most people are visual learners. Makes the message clear to understand. Pea and a flower, which grows quickly. Associated with new growth. Delicate
structure, which creates the impression of it being gentle on hands. Plant is growing from the typography about the formula, which creates the impression the formula is harnessing nature. Creates the impression the formula is the starting point for growth / allows nature to grow
-
Cardboard used which is perceived by public as being
more environmentally friendly. Was 95% recycled. Other materials were considered but
consumer perceptions influenced final box material
-
Influencers. Green customers often
influencers and want to tell people about products, others follow. Bottle plays
on this by becoming a show piece which enables influencers to influence.
Remarkable
-
Manufacturer stationary products from recycled
materials
-
Yellow pg 189 talked to supermarkets ‘transpired
that they were concerned about consumers’ negative perceptions of the quality
of products made from recycled materials and the marginality of green products
(Micklethwaite and Chick 2005)
-
‘brand identity that would be acceptable to
mainstream consumers’
-
‘remarkable had to address such perceptions if
its products were to be stocked by major supermarket brands’
-
‘Move its communications away from green niche
and into the consumer mainstream but still communicate its sustainability values’
-
‘positioned them initially with the green niche
customers who wanted to buy environmentally considered products, including
those manufactured from recycled materials’
-
‘Remarkable as a design driven enterprise’
M – S profile buyers believe green products are second hand or crafted
Reliability / quality questioned because of consumer perceptions of recycled products
Originally green niche, wanted the design to appeal to the mainstream rather than just green consumer
Playful design, which has a life of its own. Story adds value and creates an emotive sell
Not everyone buys because of the environment. There is no reference
to the environment in the design
Message shows the story of the product and where it comes from. Suggests what can be made form materials and inspires solutions
Showing story highlights / reminiscent of characteristics of
the product
Remarkable – think environment part of branding. Remarkable links to
process of creating products and suggests amazement at what can be produced from
materials. Positive and aspiring. Think environment part of branding Speech or thought like thinking or saying it
– bubbles
M + S Plan A
-
Plan A initiative shows M and S's sustainable intentions. 100-point plan to its customers.
-
Runs throughout the brand so it is consistent and
thoroughly considered. Becomes an ethos driven and what the brand is about, whilst becoming a commitment to sustainability. The commitment is shown to customers through
the initiative which makes it clear what they are doing and buyers buy into this.
-
Responsibility taken away from customer on
helping the environment. The initiatives enable them to help the environment. Activities take place where people can see others doing it which makes it social and people want to take part if
other people are doing it. Feel like
their small actions are contributing to a wider change which makes it less daunting for the
customer
-
Convenience. Makes it easy for consumer to make
a small change and provides space for that within the shop. Makes it easy for people to get on
board with sustainable activities as they are quick and easy things to do making them more likely
to be done and fits into consumers busy lifestyles
-
Clear and small actions, easier to do and understand
-
Message portrayed over various contexts, where the consumer will interact / engage with it. Action clear at point it is needed e.g. washing clothes reminder on label of clothes. Action more likely to be taken
-
Not
product based instead ways of being sustainable. Some aspects changing
consumption habits through action e.g washing at a different temperature to save
energy.
-
Educates customers making them more likely to take part if
understand how and why they are doing something, explains how to take small
action and what it is making a difference to
-
Does not change the product instead they are initiatives throughout the company, which doesn’t effect price of
products etc. There is no expense to the customer. Sustainable initiatives
responsibility of brand not customer. They take control and make sustainability accessible to
all of M & S customers irrelevant of class
-
Use of language. Clear and direct instructions
used. 'Because there is no Plan B' which is firm and suggests need / urgency for action. Creates the impression the brand is taking responsibility for problem. They have come up with Plan A to help the
environment.
-
Sustainable in all aspects which is shown through
symbols accompanying points. This highlights and makes link between action and what
it is helping / making a change to. Shows the range of action and initiatives taking place within the company. Shows ethos rather than being a
green wash token incentive. Has become part of brand values which encourages trust. Use of symbols makes it visual. People visually understand symbol without having to understand / read
information. Clear and universal
-
Outlines what they’ve done and how it is
sustainable making it clear to the customer how the brand is helping. Their use of
type distinguishes between their action and how it helps the environment.
-
Purely typographical design. Clear and simple points making it easy to understand. Uses M & S colour scheme creating brand consistency and also links with green of environment. Normalises sustainability so it seems like part of
rest of branding. Type size, bold and large to create impact and engage
people. Plays less on the environmental side
-
The Body Shop
Colour scheme / packaging emphasises and enhances imagery –
continuation
Provinence creates trust behind claims
Natural description / names of products which keeps the natural
element at heart of products
Colourful name and imagery all reflect the same thing, that the products are naturally made and environmentally friendly. Plays on the visual nature of the product.
More aimed at women
Younger customer
Photography – physical but playful and illustrative
Bold colours – colours pop in background and plant imagery
Aspirational – products from different countries making them exotic. People want lifestyle / link to it
Deep greens , Planet Passionates and Animal Lovers are two
targeted consumer groups, with the products appealing to both
Renew
Natural imagery using simple, graphic interpretations of trees,
leaves, branches , twirls, suggest sun and growth
Abstract forms
Plays on visual impact of environment and is bright
100% renewable – renew shortens idea whilst still linking to
it
Circle reflects earth / lifecycle / planet which plays on environmentalism and the idea of the product being renewable and sustainable. Imagery within the circle – suggests impression of
motion – cycle of sustainability / renewal
Quality with a conscience. Links practical consumer need /
benefit with environment. Consciences gives consumer feel good factor whilst quality
satisfies consumers need / preconception of green products not being
quality
Brand thinking about the environment
Renew suggests rejuvenation. Describes value / key selling point making it clear for consumer how product helps
Educates people on process where it came from
Target premium market
Colour palette and imagery. White background allows the colour pops and creates clean and contemporary feel
Specific focus on brand and name core value clear
Easy to understand
Deep greens – planet passionates
Green products meet consumer needs and reduce environmental
impact
No comments:
Post a Comment
Note: only a member of this blog may post a comment.