Case Study: Thank God It's Natural

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Introduction Thank God It’s Natural (“TGIN” or “the Company”) is a Chicago-based manufacturer of natural and organic hair and personal care products. TGIN was founded by Harvard attorney and breast cancer survivor Chris-Tia Donaldson in 20133. Currently, TGIN products are sold in Target, Sally Beauty, Whole Foods, CVS, Rite Aid, Amazon.com, and at local health and beauty supply stores worldwide20. The Company prides itself on offering the highest quality of products using the most natural ingredients available while being ethically responsible as their products have never been tested on animals. After a successful launch of beauty and personal care products, TGIN wants to expand its suite of products to items such as healthy snacks, cookbooks, …show more content…

TGIN should consider lowering their prices to keep up with companies such as Yes To. For example, a bottle of TGIN shampoo starts at $14.996 while YesTo Shampoo is $7.9924, Burt’s Bees Shampoo is $8.0018, Shea Moisture Shampoo is $10.9913, and Pacifica shampoo is $10.0016. Since the products are almost the same and offer the same benefits, TGIN must answer why consumers should pay more for their product over cheaper alternatives. On top of facing competition from the listed competitors, TGIN must also combat the moves made by the large beauty companies to go natural. In a January 12, 2018 interview with CNBC, chief executive of cosmetics giant L’Oréal Jean-Paul Agon discussed how consumers have become more interested in products containing natural ingredients4. Agon explained4 “We are even launching some new products that are almost 100 percent natural. Natural ingredients, natural formula, has biodegradability, recycling, and recycled packaging”. In the future, TGIN will not only see direct competition from other small organic product firms, but now industry leaders such as L’Oréal adopting the same principles as TGIN products. Therefore, TGIN must act swiftly to differentiate themselves and combat moves made by larger

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