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Young Eco-Conscious Consumers

Shaklee Corporation was founded in 1956 by Dr. Forrest C. Shaklee with a mission to develop products that were beneficial to both human and environmental health. Some of Shaklee's early products included mineral supplements, biodegradable cleaners, and laundry detergents. Shaklee's product lines focused on nutrition supplements, weight loss aids, and anti-aging products. The company utilized a social marketing model, employing independent distributors to teach customers about health and the environment. Shaklee spent on distributor training rather than traditional advertising. The company had high customer retention rates and long-tenured distributors and customers.

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Himal Vaghela
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147 views1 page

Young Eco-Conscious Consumers

Shaklee Corporation was founded in 1956 by Dr. Forrest C. Shaklee with a mission to develop products that were beneficial to both human and environmental health. Some of Shaklee's early products included mineral supplements, biodegradable cleaners, and laundry detergents. Shaklee's product lines focused on nutrition supplements, weight loss aids, and anti-aging products. The company utilized a social marketing model, employing independent distributors to teach customers about health and the environment. Shaklee spent on distributor training rather than traditional advertising. The company had high customer retention rates and long-tenured distributors and customers.

Uploaded by

Himal Vaghela
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Shaklee Corporation: Corporate Social Responsibility

Shaklee Corporation was founded in 19556 by Dr. Forrest C. Shaklee. His motive was to market products that were good for health of both people and the planet. He invented beneficial products like vitalised minerals, food-supplement formulas, biodegradable all-purpose cleaners and biodegradable laundry detergents. Shaklees natural nutritional products category mainly comprised of 3 product lines: Nutritional supplement Weight-loss products Anti-aging products

Shaklee Micronutrient Advanced Release Technology (S.M.A.R.T.) was used to deliver nutrient from tablets by dissolving 55 tablets at different times during the digestive process. This released nutrients at the time when they were most needed and could be readily absorbed. Shaklee incorporated social marketing as its distribution method. It employed independent distributors to market their products to individuals and other distributors. This further helped them expand their network to other distributors. It preferred to spend its marketing budget in teaching and training others, especially distributors, about health and environment, rather than spending on mass media marketing, promoting in retail, and other traditional forms of advertising and distribution. D a Shaklee had a member retention rate of 80%, and tenure of distribution leaders and customers with an average of 33years and 17.2 years, respectively. The concept of green living was mainly spurred due to climatic change, high demand for energy efficiency, health concerns, an influx of green investing capital, and the movement of large corporations into green products. The consumer base for this category was characterised by a number of demographics. It was dominated by 18-24 year age groups and students. Parents with children were less interested in green products. Reducing carbon emissions has been one of Shaklees primary initiatives during the last decade. Shaklees non-profit arm named Shaklee Cares was developed to affect those who were affected by natural disasters. This movement also helped rebuilding school after Hurricane Katrina. Shaklee also had a partnership with the Green Belt Movement in 2004 by the Nobel Peace Prize laureate Dr. Wangari Maathai.

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