Tuesday, February 05, 2008

Non-reparable household goodies aren't green

Following the comment of Mike on my previous post (Richmond Transits: Free marketing advice for Dualit), here's some more advice for them:

  • when doing brand extension (like the low-end SoftTouch), make sure the new products abide by the same brand values. After all, I always say that marketing is a promise, and if you market stuff that robs the customer perception your overall brand is devalued. Just go and ask Mercedes-Benz what they think about it after they had quality issues in the 80ies...
  • Also, if you're not green the consumers will lash back. It is my personal prediction that non reparable goods will be seen as non-green and won't be able to attract a premium. As the market will fork, consumers will buy Miele or chinese washing machines, little in between. So, sort out your after-sales and make your stuff fixable.
  • Manufacturers supply chain will also need some attention, and that's potentially a financial gain: as James puts it here, Green is a form of Lean
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