In the 1980s the Fottle, During AG's, latest development in liquid packaging had proved its success in the detergent industry throughout most of Europe. Walter During, owner and manager of the Swedish company was determined to take his incredible product as far as the highly competitive non-carbonated drink market, namely the growing French liquid milk industry. During noticed the favorable potential in this industry when he became aware of the trend in switching from "paper" (carton packaging) to "plastic." The Fottle was sure to succeed but challenging decisions dealing with segmentation of dairy corporations, and entry barriers for the targeted markets forced During to heed his speedy introduction of this foldable bottle.
             The Fottle is an environmentally sound, low cost plastic bottle, whose concept appealed to detergent producers who were becoming ecologically aware and economically concerned. The Fottle's situation analysis is extremely varied but by using "SWAT" it can be simplified. The Fottle's strengths are many which is why its success was almost predetermined. This product markets itself on four main characteristics: cost reduction, environment cautious, differentiation through its design, and the convenience of it production and use. The Fottle is made up of only two materials, PE (polyethylene) and PP (polypropylene) which are commonly used and easily attainable. This is the Fottle's main reason for being so cost efficient. The product's contents allowed for its breakdown to be simple, while most carton packaging is costly and complicated to recycle. Another favorable attribute is that the Fottle only weighs 26g which is 16.16g less that the average weight of its rivals. This !
             helps in lowering the cost of distribution, which only adds to the already 15% of savings on materials as compared to carton packaging.
             Not only is the Fottle economically desirabl...