Chapter 5, Problem 2CCS

Summary Introduction

Case summary:

Seventh Generation demands the environmental friendly cleaning products market in the Country U. Seventh Generation developed to become a national brand with above $200 million in revenues because of consumer needs to purchase environmentally safe green products .It produces completely new categories and does not postpone for customers recommendations.

Seventh Generation made best green detergent, best green dish washing soap and best green cleaner. For the purpose of retain its brand recognition they use multimedia marketing techniques. Seventh Generation spent a significant amount of money to produce self-filtering and reusable water bottles. With this approach Seventh Generation can extend practices in the field of innovative brands in the sustainability space.

To discuss: About the absent consumer trends in the Seventh Generation.