Pristine

Module 1 Homework Assignment

MKT 220: Principles of Marketing

Dale Singleton

Diane Sykes

8/9/13

Environmentally Cleaning Product: Pristine

Product Identification

The idea behind is to offer the public a new kind of environmentally friendly detergent: Pristine. In essence, this is a healthy product that poses no adverse effect on the environment. This is a product that will also foment environmental preservation. With each order, the customer will also receive a packet of seeds for them to plant, thus contributing to preserving the environment. This is a product that strives to provide efficient detergent with enhanced stain removal capabilities with biodegradable packaging for customers. This way, the detergent will be a product that will satisfy a growing market demand for healthy and environmentally friendly choices in the detergent and cleaning products segment. One final consideration to be had is that the intention is to market these products online. In other words, the idea is for the product to be sold directly to buyers without any intermediaries developing an online manufacturer (direct) model.

External Environment

In terms of external environment, the first thing to consider is the market trend in terms of online shopping. This is a rapidly growing transaction channel, with 178.5 million online shoppers in America in 2011, and an estimated 201.1 million online shoppers by 2015 (Nielsen, 2011). The truth of the matter is that buyers all over the world are decanting in favor of online shopping because it is more economical, i.e. cheaper, more convenient, and because it saves time. Recognizing the massive growth potential for the business using the aforementioned online model, the intended target market comprises all people interested in environmentally friendly cleaning products, especially detergent. Specifically, the product will be targeted at individuals who highly value premium products and who are...