1. Which side of the fence? Positioning eco-friendly Greenex laundry detergent in the Hong Kong market

2. 3 perspectives Competition review -at brand level -at need level Consumer analysis -any insights? Our point of view - recommended positioning

3. Competition review In Hong Kong, Eco-friendly hasn’t snowballed into a movement yet Hardly any buzz in the ‘green’ market A few Tesco-branded phosphate-free detergents, chlorine-free bleach and recycled paper tissues, toilet paper and kitchen towels A niche line of Australian “Down to earth” labels of green household cleaning products and carries hydroponics (grown in inorganic nutrient solution) vegetables russell davies: I like this. You’re telling me something interesting, quickly and persuasively. russell davies: I like this. You’re telling me something interesting, quickly and persuasively.

4. The biggest competition is psychological CYNICISM. SKEPTICISM. SUSPICION. russell davies: Good. Again. This is impactful. russell davies: Good. Again. This is impactful.

5. Yeah, yeah, green-schmeen. Like Cambodian trophy-babies, “eco- friendly” has become another a pseudo- fashionable label. In a low-buzz category like cleaning products, can this ‘cool/fashionable’ label justify your price premium? Probably not.

6. Avoid the guilt trap. Most eco-friendly products & campaigns play on the Guilt factor. But our ‘guilt reservoirs’ are getting saturated. We’re made to feel guilty just for being rich/excessive/consumerist. Enough to feel guilty about already – bad parenting, bad worklife balance, bad lifestyles, bad BMIs. “Guilt-Free Detergents” may not cut ice anymore. russell davies: Again, good. You’re not just repeating facts. You’re making a case. (Which leads me not to notice so quickly that there are no facts. But facts wouldn’t hurt. Do you have any supporting evidence?) russell davies: Again, good. You’re not just repeating facts. You’re making a case. (Which leads me not to notice so quickly that there are no facts. But facts wouldn’t hurt. Do you have any supporting evidence?)

7. Consumer Analysis Is there a ‘fresher’ emotional vacancy for Greenex cleaning detergents? YES. Our key insight comes from a very local observation. Hong Kong is the city of expats Expat culture >>> easy come, easy earn, easy go. Expat lifestyle >>> In some way, they also want to participate in the wider local community…they want an ‘emotional thank you note’. russell davies: Makes sense. But how do you know? russell davies: Makes sense. But how do you know?

8. Consumer Analysis Even amongst the local populace, there’s a growing insecurity in Hong Kong’s future, caused by China’s overriding rise. The locals fiercely want to reinforce the “Hong Kong Identity” as opposed to “Mainland China” hegemony.

9. Our recommendation Brand Greenex’s clarion call to its customers: GIVE SOMETHING BACK TO HONG KONG When you use eco-friendly products, you contribute to your own city’s well being. It’s not about airy-fairy “future-vision” goal, but a call to action towards something specific – your own city. Your own Hong Kong.

10. Why it works Taps onto a sentiment deep in its locals as well as the sizeable expat population “National Pride” is a bigger emotional territory than just “environmental consciousness” A tangible call-to-action in the here-&-now of the consumer’s life Very extendable in 360 degrees marketing Thank you. russell davies: This is good. There’s an idea in it. You build the argument clearly and well. I’m not qualified to know if you’re right or not. And that might be the problem. You offer no evidence for your assertions so I just have to trust you. It would be nice to have something. Even just some quotes culled from the internet to make me feel like this was real. russell davies: This is good. There’s an idea in it. You build the argument clearly and well. I’m not qualified to know if you’re right or not. And that might be the problem. You offer no evidence for your assertions so I just have to trust you. It would be nice to have something. Even just some quotes culled from the internet to make me feel like this was real.