Ecoist Video Case
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Ecoist Video Case
Q.3-15 How engaged was Ecoist in analyzing the marketing environment before it launched its first company?
Ecoist is a company that makes accessories from recycle materials received from multinational companies. The company was in Miami 2004, made by an inspiration that a co-founder saw small bags made from recycle materials while traveling to Mexico, and he started thinking that how he could connect big companies using lapping to making people life better.
The biggest problem the company had was the acceptance of recycle materials in the fashion industry. In addition, some customers wanted consistency, but the company had a challenge of getting a large number of products with the same pattern. Ecoist’s all products are all different, and this uniqueness of its products made from recycle materials was a big challenge. However, it was also benefit because consumers knew that they were only one who had that product. People thought the products were cheap, but it could be expensive because all products were handmade. The challenge for Ecoist was to convey the story of sustainability of fair trade.
The company’s marketing concept is “the leading lifestyle that provides goods and services that are good for people,” and Eco-mind lifestyle which is the brand image to communicate the message of sustainability and cycling. To accomplish this marketing concept, the company is partnering with other different fashion industrial designers to pursue design capability. This attempt makes Ecoist come up with many ideas.
The company’s marketing styles are Customer relationship management and Customer-engagement marketing. Ecoist makes good relationship with the customers with transparency and authenticity. People can watch the video about working environment and employees, and they know about the company’s story. Based on this effort, Ecoist can keep offering products, and make bonding with customers. Consumers communicate with the company by SNSs, and give Ecoist their opinions These management and marketing style makes the company different from competitors.
The selecting customers to serve is that they do not target a certain demographics but certain consumers who want to make a change but do not want to sacrifice quality and price.
Q.3-16