B_e_e Case Study: Creating An Ethical And Profitable Cleaning Brand

By Author: Manjula Menon
Total Articles: 1486
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This report on B_E_E forms part of It's case studies series, which explores business practices across a variety of disciplines and business sectors. It highlights how it has been successful in the home cleaning market in New Zealand by producing true green products.

Key reasons to read this report

Gain insight into the methods used by important industry players to give them a competitive edge

Identify specific areas for operational improvements

Capitalize on the knowledge of experienced companies when entering a new niche or market

Table of Contents:-

Overview
Catalyst
Summary
Analysis
Green cleaning is becoming well established around the globe
Fears over harsh chemical ingredients have increased significantly
Natural ingredients have gained popularity as a safer alternative to synthetic products
It can be harder to create true green products as information is widely available to consumers
B_E_E aims to produce genuine green products for a profit
The company was founded in 2002 and has shown strong growth
B_E_E has retained ...
... a good image with consumers who are increasingly wary of 'greenwashing'
Successfully emphasizing that B_E_E products don't compromise on efficacy has been a factor in the company's success
Some bold and unconventional marketing has enabled B_E_E to raise its brand profile
B_E_E's packaging is a crucial part of the brand's image
B_E_E values its New Zealand heritage and emphasizes its local sourcing of ingredients where appropriate
The company has distributed free samples of its products through existing customers
Advertising through conventional channels focuses on eye-catching images

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