Consumer Goods

Success Case Study: Dr. Bronners Magic Soaps - Building a Healthy and Ethical Bargain Positioning

  • CAN376371
  • 19 Pages
  • June 2015
  • Consumer Goods
Summary
Brand guardians can significantly benefit from developing an in-depth understanding of the reasons for the success or failure of new product launches or marketing campaigns. The study explores how Dr. Bronner's Magic Soap has maintained its leading status with an emphasis on value-for-money in "natural"/ethical products, which are often premiumized offerings.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

ReasonsToBuy
- Why is Dr. Bronner's Magic Soap considered an interesting case of success?

- What consumer insight underpins the ongoing success of Dr. Bronner's Magic Soap?

- Which consumer trends has Dr. Bronner capitalized on?

- What can I learn from the company's successful approach to establishing a profitable niche within the "natural"/ethical product market?

- What might the future of cleaning look like?

Key Highlights
Promising multiple usages across personal care, household care and pet care, Dr. Bronner's Magic Soap aims to provide a "one soap cleans all" approach in maintaining personal and household hygiene. Such positioning is highly tempting to value-seekers who are turned off by other "natural"/ethical products that are priced higher for fewer usages.

Its ability to serve as a "soap ingredient" encourages consumers to experiment and co-create an "end-product" of their choice, fitting into the DIY recipe trend in "natural" personal/household care, as well as answering the demand for individualization and "made-for-me" products.
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