Marketing strategy

Topics: Environment, Marketing, 1989 Pages: 2 (494 words) Published: December 9, 2014
Linnette Gomez
Marketing strategy hw week 3

1. Evaluate Loblaws’ current strategy, with particular reference to the G.R.E.E.N line.

Loblaws strategy is to source healthier and greener products that would be less hazardous to the environment and contribute a healthier lifestyle. They started with their first product, which was a new energy efficient light bulb, which had been successfully marketed in Germany (Jain, Haley, 2009). The second product was not a new product, Loblaws have been selling a toilet tissue manufactured with 100% recycled material under its no name corporate label but instead repackage them into the G.R.E.E.N label. The G.R.E.E.N line launch had its origins in one of Dave Nichol’s buying trips o Germany in 1988 and had a number of grocery products tat were promoted as environmentally friendly (Jain, Haley, 2009). In Late 1988, Loblaws began collecting information on Canadian attitudes about the environment and the results were that an increasing number of Canadians were concerned about environmental issues and some express willingness to pay a little more for environmentally safe products. This provided Loblaws with supportive data, in late January 1989, Loblaws management decided to launch, by July 1989, a line of 100 products that were either environmentally friendly or healthy for the body. These products would be added to the family of the corporate line and called G.R.E.E.N (Jain, Haley, 2009). Although the task was considered ambitious, the corporation believed it had the requisite size, strength, influence, network, imagination, and courage to be successful. Using this as a guide. Loblaws began to source the products for the G.R.E.E.N launch.

2. What criteria should be used to ensure that a product is green?

To ensure that products are green products is if they are environmentally friendly and non-toxic. Phosphate free detergents, biodegradable-cleaning products are good examples

3. Which, if any, of the three...
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