History of Marketing efforts

While trying not to compete head to head with China on prices, we were determined early on that we needed to differentiate our products based on the quality of our raw materials and on the uniqueness of our designs. But over time, we have found that these two competitive advantages have been very hard to maintain. It is very easy for Chinese competitors to copy our designs, and it’s also easy for them to get access to Brazilian materials (there are Chinese companies that import Brazilian woods to China and manufacture furniture cheaper than we can make in Brazil).

In addition to our difficulty in maintaining our competitive advantage based on design differentiation, we have also seen the Brazilian currency (Real) appreciate against the dollar which has made our furniture relatively more expensive in the US market. These three factors have worked like the “perfect storm” in reducing our competitiveness and eroding our market share. (click here for competitors quote of OUR products - from India: Marcusso Design Master Quote List.pdf )

For this reason, I have been working on a plan to once again capture a competitive advantage in our marketing efforts. My new push is to try and get people to buy furniture from us, not just because they like our designs, but also because they like the idea of our company as well. I want them to like us so much that they will be willing to pay a little bit more for our furniture. To create this “feel-good” experience, I am attempting to sell not only the furniture itself but also the impression that by buying our furniture, they will be helping to sustain the Amazon forest and to improve the lives of people living in a third world country. In effect, I want us to go “green” as a way of regaining our differentiation. I want us to focus on sustainable development of families, employees and of the environment (in that order) in order to sell more furniture.

Reference

These are other companies that have used the "feel-good" message to help sell their products

http://www.worldofgood.com • World of Good Inc., a Berkley, Calif.-based provider of “fair trade” globally-sourced goods, has raised $4 million in Series B funding. Backers include Draper Fisher Jurvetson, Omidyar Network and Cliff Higgerson.

http://www.tenthousandvillages.com/home.php - they have stores in nearly all US and Canadian cities

www.camanoislandcoffee.com - excellent video - makes you want to help

Environment

Sustainable Environment

Environment message

Sustain Individuals and Families

Humanitarian message

Sustainable development for the individual (and family) -

Beyond just a “sustain the environment” message, I also want to create my marketing message around sustainable development of families as well. The image will be that you can help sustain the individuals (and their families) buy buying our furniture. Since we already pay our workers three to four times the minimum wage in Brazil, this should be an easy first step in creating our feel-good image. There is very little debate or negotiation needed in this area. It’s a clear green light.

Unique sales force:

Non Profit fund raiser

Donations to Charity

Charity