Marketing Whole Food

1. What types of products does Recycline offer?  Why would you classify their products the way you do?  Explain how the products might fall into more than one category depending on the perception of different customer groups.

The type of products Recycline offer is the eco-friendly products, which are fall into convenience product category. As C.A. Webb, a director of Recycline said, the products they make are mostly the things in kitchen, or housewares. Those are the products we use everyday and people tend to unwilling to shop extensively for those things. However, I think Recycline also offer the unsought products because their green products, or typical product such as the green toothbrush, are almost unknown to majority of consumers. According to Webb, Recycline always seek to create the things meet the desires of consumers, and create something that will be what the consumers want but they do not think about it yet. In general, the products from Recycline are known only due to its existence in Whole Food market-an advertising and selling channel.

In fact, a product can fall into more than one category, depending on the perceptions of customers. Assume that the eco-friendly toothbrush produced by Recycline is a convenience product which people buy frequently. When they buy it, they just pay a little shopping effort, without much planning because they can find the alternatives everywhere. However, with the green consumers, they would perceive that product not only as a convenience product but also as a specialty product. Assume the consumers are familiar with the green toothbrush for a long time, they realize its value and advantage. When they come to a new market which does not sell it, they would feel very reluctant to accept the substitutes. At that time, that convenience product is also specialty product. And because a convenience product can be familiar with a consumer but unfamiliar with many other consumers until it is advertised on local TV channel....