This document summarizes information about the green cleaning brand Method. It was founded in 2000 by Eric Ryan and Adam Lowry to create cleaning products without toxic ingredients. Method has experienced growth, expanding to retailers internationally and joining with Ecover in 2012. While Method offers eco-friendly products, it has weaknesses of higher price and limited brand awareness. The document analyzes alternatives of increasing advertising, expanding distribution, lowering costs, or maintaining the current strategy, and recommends increasing advertising to boost brand recognition without compromising Method's values.

1. Method
Cleaning
Kelsey, Simone, Nick, Mike, Clay

3. Facts
“People Against Dirty”
Founded in 2000 by Eric Ryan and Adam Lowry
Eric (marketer & designer): knew people
wanted cleaning products they didn’t
have to hide under their sinks
Adam (chemical engineer): knew how to
make them without any dirty
ingredients
Cradle to Cradle certified (consider past, present
and future implications)

4. History
2003: First hand-soap hit stores
2004: First triple-concentrated laundry detergent
comes out
2005: Launch in UK and Canada
2006: Inc. 500 ranks Method as 7th fastest growing
private company in America
By 2010: Product is in retailers in Australia,
France and Japan
2012: Method joins with Ecover to create world’s
largest green cleaning company
History

5. Key Issues
Only sold at high end stores such as Target, Walgreens, Gerbes, and
Schnucks
More expensive than average cleaners
People don’t know the Method brand name
Clorox and Procter & Gamble

6. SWOT
Strengths
Eco-Friendly
Design
Friendly work environment
Naturally derived ingredients
Weaknesses
Sale cost
Current advertising
Brand awareness
Threats
Green Works
Seventh Generation
Opportunities
Expansion

7. Price and Distribution Chart
High quality
Exclusive distribution
High price
Light promotion

8. Alternative Courses
1. Increase Advertising
2. Expand Distribution
3. Lower Cost
4. Stay the course

9. Alternative #1: Increase Advertising
Pros:
Creates brand awareness
Gaining more recognition as a household brand
Increase sales through coupons and other
discount opportunities
Gaining customers
Cons:
Costs for method

10. Alternative #2: Expand Distribution
Pros:
Brand awareness
Convenience for consumers
Cons:
Decreases brand value

11. Alternative #3: Lower Cost
Pros:
Consumers will be more likely to
purchase
Gain advantage against the
competition
Cons:
Decreases brand value
Decrease Method’s profit
Price Comparison:

12. Alternative #4: Stay the Course
Pros:
Stays true to the Method brand
Continuing to make high quality products that are safe for people,
pets, and the environment
Maintaining their image through their unique packaging
Focus on becoming product leaders in their select retailers
Cons:
Inconvenient for customers

13. Recommendation: Increase Advertising

14. Questions?