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Sunlight Laundry Detergent

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Case Analysis: Sunlight Laundry Detergent Chenxingli 4434 Introduction and problem statement Sunlight laundry detergent market is the main brand for Lever Brothers in Canada.  There are five detergents under the Sunlight brand name  The first Sunlight brand was launched in 1888 in Canada.  Sunlight added phosphates in its powder detergent to enhance brand’s cleaning capacity.  Sunlight was the second best detergent brand by 1972.  The company has to determine whether to produce nonphosphate products to address environmental issues.  Case Analysis        The main goal of Sunlight Laundry Detergent is to provide efficacy without roughness, consistency and good value for money. To adhere to government legislation, the company launched a phosphate free Sunlight Powder Laundry Detergent. However to facilitate efficacy in cleaning, phosphate was added to the product. The consumers described Sunlight products as being fresh, bright and clean . Sunlight’s feature were also considered be caring and emotional. Major competitors include the Colgate Palmolive, and Procter & Gamble. The greatest concern in manufacturing the Sunlight Laundry Detergent was phosphates level in detergents. Research Results  Introducing a successful environment brand would be difficult and costly.  Most consumers thought that phosphates are most likely harmful.  Most consumers had the view that Sunlight’s phosphates removal would lead to positive ...
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Tags: environmental issues Government legislation Lever Brothers powder detergent cleaning capacity

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