The paper “ E-Co Shower - the Impact of Showers on Environment, Product Attributes, Concept Evaluation Results, Implications for E-Co Shower" is a wonderful version of a case study on marketing. This is the study of the marketing strategy to be adopted for the marketing of E-Co Shower, a small five years old business based in New South Wales, owned by Richard West, who manages his business with the help of his wife. The strength of the E-Co Shower lies in the fact that with raising awareness of the harmful secondary effects of excessive water consumption by way of excessive energy usage, and harmful emission of greenhouse gas, there is a strong case for the use of this product since its usage reduces water consumption thus resulting in saving precious energy as also in reduction of greenhouse gas emissions.
The study evolves and leads us towards building the encouragement and motivation towards its marketing efforts by way of data collected during three significant studies involving a wide cross-section of respondents from different backgrounds and age groups. The conclusive findings of the survey were clearly indicative of the fact that consumers while buying showers primarily consider its utility value in terms of water pressure and price thus supporting the preference for Richard’ s product. While examining the study of the lifestyle of the people of Australia and of the world, in general, we are well aware that taking daily showers at least once a day is a part of the daily routine of most citizens.
Taking shower or bathing certainly involves the use of water to quite an extent and since in Australia, people bathe usually with warm or hot water it implies that energy is used which needs to be produced.
Energy usage entails a cost factor to the household and its production results in the emission of greenhouse gases, which not only harm the atmosphere but also creates long term damages in the ecological balance for future generations to suffer from. In this context, the most logical, feasible and immediate solution is to first reduce the quantum of water consumption which will automatically reduce energy consumption thus requiring lesser of its production and hence lesser emission of greenhouse gases.
This means that people ought to use lesser water for their daily showers, which presently accounts for over 20% of the total water used for human consumption and needs. Lesser use of water for shower will mean that the pleasure of showering may be reduced and to avoid this the E-Co Shower has come out with variants that let your bathing pleasure remains the same, while the amount of water consumed is reduced considerably by way of the technique used in showers which mixes air with water and lets the bathing experience remain the same, yet requiring lesser amount of water for the same experience. In view of the problems created due to excessive water consumption and in an attempt to reduce its extent, Richard’ s company has ventured to first study the data collected from various studies and surveys, and to come out with a product which perfectly matches the need of the time as also offsets the harmful effects of the prevailing issues of excessive energy consumption and emission of greenhouse gases.