Question

EverGlad Bodycare was recently co-founded by two Australian siblings who share a passion for
protecting our planet and being ethical consumers.
Ann and Oliver Jones, while pursuing their vocational education, realised that people the world over
desire products that are not only good for them but also for the Earth. They wanted to create a line of
skin and hair care products that used all-natural and organic ingredients and were cruelty-free and
ethically sourced.
The brother-sister duo spent months reaching out to local producers to understand which ingredients
could be locally sourced with ease. After much experimentation with the various ingredients, they locked
in their formulae for five product lines: shampoo & conditioner bars; hair masks; soap bars; body oils and
body scrubs. As Ann and Oliver want to use only the best and safest natural ingredients, they realise that
their prices will be high initially, at least until they started manufacturing on a much larger scale. Currently,
they expect to just sell in their home state of South Australia.
As they have no prior business or marketing experience, they approach you to be their marketing
consultant.

Which type of competitive advantage can EverGlad Bodycare establish? How should they go
about it? (Chose one of the following - Cost, Differentiation, Niche or Sustainable competitive
advantage to address this question). (approx. 150 words)

Answer 1

EverGlad Bodycare can establish Differentiation type of competitive advantage.In such type of competitive advantage businesses develop by providing customers with something unique, different and distinct from items in the existing marketplace and as EverGlad bodycare is based on the idea to be organic and used all natural products and are cruetly-free and ethical sourced they can take such advantage to increase competitive advantage.An organization is able to go for such advantage when the product they sell offers better features, performance, design, benefits and overall fulfills the expectations of the consumer and EverGlad can fulfill all the criteria as their price may be high but their quality,features and expectations that consumers have can be fulfilled and also these are environment friendly.

I HOPE THIS WILL HELP YOU!!!