Case Abstract
Based in Canada, Savons Prolav is a small manufacturer of the environmentally-friendly Bio-Vert brand of cleaning products. Brother and sister Yan and Bianka Grand-Maison took over the family business in 2002 and have realigned the products to fit their vision: eco-friendly, effective, and affordable. After an environmental crisis in Quebec in 2007 spurred environmental legislation limiting phosphate use in detergents, Bio-Vert’s sales increased over 500%. However, since then ‘Green’ cleaning products have become more mainstream and competition is increasing from local and national brands.
The traditional differentiation of the Bio-Vert brand as a cost-competitive environmental friendly alternative which performs as well as traditional mainstream brands is fading and a change of strategy is needed. The options include distributing altered (weakened) product formulations for house brands, maintaining the status quo, or innovating towards new products with even stronger environmental characteristics. While tempted by short-term economic benefits, the company seeks an approach that balances its environmental values with long-term economic success.
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