This study focuses on Method, a US-based household product company, founded by former roommates Eric Ryan and Adam Lowry. They say they seek not only to clean our homes and bodies, but to remove harmful chemicals from our lives as well. Method has achieved significant success through its strategy of developing green products in chic packaging. They attracted customers with hip, eye-catching packaging and edgy marketing communications in an online and traditional media.
The marketing strategies of Method has successfully built its brand up despite of the stagnant household cleaning sector, developing products that stand out from their blandly rivals like their visually appealing or stylish packaging that attracts buyers or customers. The success of method prompted the company to expand and taking interest in green issues abroad.
People Against Dirty, highlights the company's position as a producer of cleaning products that do not contain 'dirty' toxic chemicals. The founders are dedicated to creating products that adhere to strict green standards; they agreed from the beginning that taking green slant would not be the best way to sell their products. With their rivals, the fight to notice on shelf is fierce. This is why packaging has always been a major marketing emphasis for Method. Via its packaging, the company has taken a commodity based business and made it chic, encouraging customers to display its bottles on the counter top. The company is constantly redesigning its package designs to avoid copycat products, highlighting its innovative streak. Continuously developing their products that lead them to be ahead long before other major companies began doing so.
The founders have learned that
