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Clorox Case

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Submitted By tmnguyen1901
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Thai Nguyen-Marketing Clorox Case

1. The role of sustainability was part of Clorox’s overall Centennial Strategy, which focused on achieving double digit annual growth in profit through 2013. Part of the Centennial Strategy would be identifying and acting on existing, latent, or emergent trends that could be important growth drivers for its businesses. According to the Cambridge Group study which indicates that there was an emerging demand for sustainability and that consumers would be willing to pay a premium for it. So with this information on hand, Clorox first order of business was to revitalize their Brita water filtration system. Al Gore’s film “An Inconvenient Truth” increased consumers sensitivity about bottled water which led to Clorox’s realization that their Brita filtered water could replace millions of water bottles thrown away each year. Their second order of business was the acquisition of Burt Bee’s, a leading premium brand in the billion dollar natural personal care segment. Acquiring Burt Bee’s was a great foray into the sustainability segment because Burt Bee’s built a business around the philosophy of the “Greater Good”, that argued if companies were socially responsible, profit would follow.
2. GreenWork’s experiencing difficulties in reaching business objectives and growth ambitions because there are problems in their marketing strategy and tactics. The first problem deals with GreenWorks Overall strategy of being a premium brand in a niche market place. Even though consumers of Green products tend to have high income, the 20% premium for GreenWork’s products is just far too high for Greenworks to put a noticeable dent in the market. This is evident by the fact that Greenworks started out great but quickly drop fast in terms of sales and growth. Green work’s difficulties are not just related to their marketing strategy, but also

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