Ecover is a Belgian company established in 1980 that produces eco-friendly cleaning products. It has 152 employees and had a turnover of €64.9 million in 2009. The company engages all parts of the organization in environmental awareness and improvement policies. It takes a collaborative approach to stakeholders and controls suppliers to promote environmental practices. Ecover uses various digital platforms like Facebook, YouTube, and Twitter to communicate with customers about sustainability, inspire eco-friendly choices, and engage customers through appeals to their values. It also analyzes data to transform marketing into a personalized micro-approach and increase ROI.

2. Background
• Established in 1980 by Frans Bogaerts in Meerle
• Today, the company has 152 employees in Belgium
• In 2009, the consolidated turnover was €64,917,00.

3. Mission and Core Values

4. Approach to Marketing
In approaching environmental awareness and improvement
policies, all parts of the organisation are engaged.
The company has a collaborative approach to its
stakeholders, developed into the Ecover Stakeholder
Management System, which lists all relevant stakeholders
that have to be taken into account in decision-making.

5. “Extreme Green Marketing”

6. Product
- Products are made of vegetable and
mineral raw materials:
• SEA PLASTIC
• PLANT-ASTIC
• RECYCLED PLASTIC

7. Place

8. Process
- Production is organised in order to reduce the
consumption of energy: for instance, electricity comes from
windmills and tide generators.
- Ecover Refillable System is used
to reduce the number of plastic
bottles
- The company controls suppliers
in order to promote
environmental practices on their
sites.

9. People
- The company provides training sessions for staff to
increase awareness of the environment.
- “Bike bonus” scheme

10. Ecover and Digital Marketing
Ecover uses several digital platforms in order to
COHESION across its UK social media and online
communications activity, which includes Facebook,
YouTube, Twitter, Blog and an eCRM programme.
- COMMUNICATE with customers
- EDUCATE customers about sustainability and INSPIRE
customers to make smarter life choices
- ENGAGE with customers on an emotional level by
appealing to customers’ values
- ENTERTAIN ecocloset, ecobeauty, ecomedia

11. Green Closet

12. Eco Media

13. Eco Beauty

14. Data Analytics
The new procedure of data analytics is fully integrated into
a company’s digital strategy and allows for:
• Transformation of macro-marketing actions into a micro-
marketing approach
• Ability to offer a right product at the right time to the right
person
• Ultimate increase in ROI