...economic conditions, Clorox must make several key decisions regarding resource allocation and strategic focus across its product divisions. Specifically, there has been a strong focus since 2006 on product sustainability and green initiatives. As such, Clorox needs to determine if this is the right strategy to pursue for the long-term and if it needs to be green organization-wide, not just toward a few products. In recent years, many changes have been made to start shifting public perception of Clorox toward being an eco-friendly supporter. Due to this strategy and consumer trends, Clorox should stay the path of being an eco-friendly, green organization. Current consumer preferences support the notion that green sustainability is a megatrend, not a passing fad. To achieve the Centennial Strategy goal of double-digit profit growth in 2013 and to implement green initiatives and best practices across all Clorox product divisions, small changes in strategy and an increase of approximately $18 million in marketing and advertising needs to happen in the short run. The tweak in strategy will open new growth opportunities in other consumer segments, which will allow Clorox to capitalize on consumer trends and increase revenue. Advertising will support and educate these new segments and is based on the original advertising campaigns that were launched for these divisions in previous years. Research and development will continue in the medium and long run to ensure Clorox innovates products...
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...that I researched was The Clorox Company. The company was founded in 1913 and is a part of the household and personal care industry. According to (Forbes List, 2014), they are listed as number 98 on The Forbes list for the most innovative company and number 94 for the world’s most powerful company. They employ 8,400 employees and bring in a total sales of $5.65 billion. Clorox cleaning products consist of Tilex, 409, Pine-Sol, SOS, Clorox bleach, Formula 409, and Green Works. Their household products consist of Glad, Kingsford, Ever Fresh and Scoop Away. Their lifestyle products consist of Brita, Burt’s Bees, Hidden Valley and KC Masterpiece (The Clorox Company , 2014). Assess how globalization and technology changes have impacted the corporation you researched. The Clorox Company manufactures products in more than two dozen countries and markets them in more than 100 countries. Clorox products are available over 100 countries touching households and businesses in almost every region. They have consistently achieved competitive success while others failed to do so. Clorox Company international brands include: Agua Jane, American Heritage, Arco Iris, Arela, Astra, Bluebell, Bon Bril, Brimax, Clorinda, Emperatriz, Gumption, Handy Andy, La Negrita, Lemon Tok, Lestoil, Límpido, Los Conejos, Luminosa, Lustrillo, Mono, Mortimer, OSO, Pal, Pinoluz, Prestone, Primor, Rota, Sani Pine, Selton, Trenet, TruBlu, Ultra Power Yuhanrox and XLO (The Clorox Company , 2014). There were...
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...Reporting ------------------------------------------------- －The Clorox Company JWM 02-15-2014 * Background of Clorox Company Clorox is a global company, which is based on Oakland, California. The Company has leading brands that have become household names, such as the Clorox bleach and cleaning products, Green Works naturally derived cleaning products, Ayudín and Poett home care products, Brita water filtration products, and Burt's Bees natural personal care products. Clorox manufactures products in more than two dozen countries and market them in more than 100 countries (Company, 2013). On May 3, 2013, Clorox celebrated its 100th anniversary, which showed the company provided the products and services to customers for a century. It has more than 8,400 employees worldwide, and the net sales of the company in 2013 are $5.6 billion, which is the No. 361 on Fortune 500 list (Our leadership, 2013). The mission of the company is to make people everyday life better. Because of that mission, the company creates many strategies to improve the products and services. In 2008, the Clorox Company released and developed a natural cleaning line and Green Works that created environmental friendly. In 2011, the Clorox Company became an early adopter of a corporate trend to integrate corporate social responsibility reporting with financial reporting. Before adopting an Integrated Reporting format, the Clorox Company issues the normal annual report for the fiscal year. It never...
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...of Mary Abstract Burt’s Bees is an American natural personal care products subsidiary of Clorox, originated in 1984 in Dover-Foxcroft, Maine as a partnership between Roxanne Quimby and Burt Shavitz making and selling items out of leftover beeswax. Over many years, they built the business into Burt’s Bees, which was a leading natural personal-care brand. In 1993, the business had reached $3 million in sales and Quimby was convinced moving to a new location would bring new advances to the business. That’s when she started to seek out locations that were more business-friendly. Its headquarters moved from Maine to Creedmoor, North Carolina. Over many years, they built Burt’s Bees to offer over 100 natural personal-care products in 4,000 locations with sales growing more than $8 million in addition. Growing out of their 18,000-square-foot factory, they moved once again to Durham, North Carolina. In 1999, Quimby bought out Shavitz’s stake in the company. In 2004, Quimby sold Burt’s Bees to AEA Investors for 80% of the company for $173 million. She would continue to stay on as the CEO of the company. They continued to build Burt’s Bees to offer over 197 products for facial and body skin care, lip care, hair care, baby care, men’s grooming, and outdoor remedies in nearly 30,000 locations. In late 2007, Clorox Company acquired Burt’s Bees for $925 million. (Burt’s Bees, 2015). The Clorox Company is an American multinational manufacturer and marketer company with 7,700 employees worldwide...
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...company needs to reinvent and look at building a long-term competitive position by focusing on consumer megatrends of health, wellness and environmental sustainability, which is also the aim of its centennial strategy. The main issue is whether Clorox should continue to leverage growth around it sustainable products or focus on just lowering costs and increasing profitability in the short term. Alternatives considered: - Clorox could give up the green strategy, as this is an expensive strategy and not one to give short-term returns and focus entirely on leveraging the primary products further to countries outside the U.S to fuel profits and expansion. - It could continue with its brand Brita but divest from Burt’s Bees and Greenworks as Brita has already been established as a leader in its segment and as a cost effective environment friendly alternative. This position could be further pushed to accelerate growth and market share within the sustainable yet profitable space. - Also, it could continue investing in and developing its sustainable brands as this is where the future lies. This is what will set Clorox apart from its competitors and has the potential to make Clorox a strong player in the long term. In my opinion, Clorox should continue to leverage green for growth however not let the increased focus distract them from increasing sales, revenues and market share. I recommend revamping the existing marketing mix around the sustainable products since clearly the...
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...Burt’s Bees Has Buzzed its Way to the Top of the Natural Care Product Market Kelsey Morales, Madeleine Tessier, Kelsey Rosentreter TABLE OF CONTENTS Table of Contents…………………………………………………………………………………………..…….…..2 Thesis Statement………………………………………………………………………..……………….…..….……3 Introduction to Burt’s Bees History…………………………………………………………………...….……..…4-5 (Kelsey Morales) Burt’s Bees is a Green Company…………………………………………………………...…….…...….………5-6 (Kelsey Morales) Charity and Giving back to the Community……………………………………..………………………….………6 (Kelsey Morales) Clorox Takes over Burt’s Bees Ownership…………………………………………………...……….…………6-7 (Kelsey Rosentreter) The Current Company Structure…………………...…………………………….…………………….……………8 (Kelsey Morales) Steps of Product Production…………………………………………………….…………………………….……..8 (Kelsey Rosentreter) Product Mix……………………………………………………………….........................................................8-10 (Madeleine Tessier) Packaging…………………………………………………………………………………………………………10-11 (Madeleine Tessier) SWOT Analysis …………………………………………….……………………………………………………11-12 (Kelsey Rosentreter) Conclusion………………………………….………………………………………………………………….…12-13 Bibliography…………………………………………….………………..………………………………….……14-15 Thesis statement: Burt’s Bees is an earth-friendly personal care product company that specializes in 100% natural products. They offer many different product lines and are sold in a variety of stores, both locally and internationally. . In this research report we will demonstrate...
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...Clorox Formula 409 Company Information * Company history * 409 isn’t the area code of the Clorox Company nor is it the birth date of the creators daughter. It was created by two dedicated scientist that worked hard on making the formula. On their 409th try, the product was formed. Referring to the name “Formula 409”. * Overview: Divisions, Products and services * 409 consist of several products * All purpose cleaner – Cuts through tough grease and grime. This product disinfects against the following organisms: Staphylococcus aureus, Salmonella choleraesuis, Influenza a Hong Kong virus. Contains no phosphorus. Not harmful to septic systems. * Glass and Surface cleaner –Cleans and shines windows, mirrors, stainless steel and other hard surfaces with less streaking. Dissolves food and petroleum grease * Pro 409 degreaser – cleans grease around stove and kitchen tops. Leaving a shine to every surface after applying 409 degreaser to surface. * Awards * The Clorox Company is a leading manufacturer and marketer of consumer products with fiscal year 2002 revenues of $4.0 billion. Clorox markets some of consumers' most trusted and recognized brand names, including its namesake bleach and cleaning products, Armor All® and STP® auto care products, Fresh Step® and Scoop Away® cat litters, Kingsford® charcoal briquettes, Hidden Valley® and K C Masterpiece® dressings and sauces, and Glad® bags, wraps and containers. With...
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... 11P119 Table of Contents Background: 3 ACNielsen Market Simulation Study: 5 Problem Analysis: 6 Customer Lifetime Value Analysis: 8 Ten scenarios of Brita’s marketing investment: 9 Recommendations: 10 Background: The Clorox Company was a major manufacturer and marketer of laundry additives, household cleaners, charcoal, auto care products, cat litter and home water purifiers. In 1987, Charlie Couric , a marketing executive, charged with finding new business ideas, discovered Brita’s home water pitcher and filter system in health food store. Optimistic of its capability to be profitable, Clorox acquired the right to market the home water filteration system in the United States from Brita GmbH. Brita GmbH, a family owned corporation headquartered in Tanusstein, Germany, made a variety of industrial and consumer water filtration products. It was struggling to sell its home filtration system in the US. After various negotiations, in September 1988 it agreed to let Clorox form a subsidiary, Brita USA, to be the sole distributor of Brita products. Clorox would buy filters from Brita GmbH and design and make its own pitchers. Clorox supported Couric’s deficit spending proposal. For four years, they struggled. Couric persevered because he realized that a Brita consumer will have excellent lifetime value due to repeat sales of filters. In the 1990’s, the product took hold like crabgrass. By 1999, an estimated 13% to...
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...In order to sale our products we must first figure out who our customers are and who will buy our product. We must identify our target market and target the business marketing efforts on them. We will be going over some customer segments and selecting a target market that would be interested in our products. The products that we will be selling are Clorox Green Works all natural cleaning products. Name of Customer Segments I decided to go with the Young Accumulators. The customer segments that are included are the following: • Upward Bound • Beltway Bloomers • Kids & Cul-de-sacs • Fast Track Families • American Dreams (Nielsen, 2013). There are many reasons why I decided to go with this target market. This target market have mid- sized homes and large families. They enjoy outdoor sports, kid friendly technology and adult toys such as campers, motorcycles and boats. They enjoy cable network that are targeted to children and teenagers. They are ethnically diverse and a young crowd. Their median household income is around 70,627 (Nielsen, 2013). The Product that we will be selling to our target market is Clorox Green Works all natural cleaning products. These products are natural and free of harsh chemical fumes or residue. It is a great product that will clean your worse messes while being safe and nontoxic. Why This Particular Customer Segment is interested in Our Products We believe that this target market will purchase and enjoy our Green Works all natural...
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...[pic] | | |Introduction | |Organizational Study | | | |About the Company | |History | |Company Profile | |Objective of the Company | | | |Mission and Vision | | ...
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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...
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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...
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... This essay is going to be discussing how I took the Clorox Green Works cleaning supplies and marketed them by applying the different marketing strategies, pricing strategy, distribution channel taken and how I would promote this item to the consumers. Marketing Strategies for Clorox Green Works Introduction This essay is about the steps taken in order to market the Clorox Green Works products and applying the different strategies to market the product. There are many steps to take to actually market the product successfully in terms of making a profit. Definition of Marketing Marketing is the process of creating communications and delivering the values to the customers, but also building and managing customer relationships that would be beneficial to the company. It is also the process of distributing goods, services, and informational and promotional benefits to the targeted consumers through communicating interactively and also executing the conception of pricing, promotion and distribution of ideas, goods and services. Introduction of Product/Service The product that was chose for the assignments throughout the past four weeks is about the eco-friendly Clorox Green Works products. This product was chosen because everywhere you read is about saving the environment and going green. Although, there are many different varieties and brands of household cleaning supplies that you can purchase, however, Clorox Green Works is actually the most inexpensive one out of...
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...Case Study 3-4 “Clorox Green Works line” November 23, 2015 By: Jonathan Simmers Dale F. Kehr Consumer Behavior MKTG 3012_001 “Clorox Green Works Line”, Case 3-4 ------------------------------------------------- ------------------------------------------------- It has been made clear that people’s households are becoming cleaner than ever. With the ongoing change in consumers living trends, demands for these certain cleaning products have skyrocketed. With the profit percentage being huge already, manufacturers only have to do the development process once, then just manufacture the same thing time after time. They can just keep doing this until a competitor presents a new improved product in the market. Clorox noticed this pattern going on, and decided to introduce five new products. Before launching these five new products, Clorox had to go through extensive critical thinking processes, this is because they wanted the product to fit perfectly, be easily advertised, and unique. What makes Clorox so different? Well, the new line of products are referred to as Nature Friendly. By doing this, Clorox appeals to a specific segment of today’s environment oriented consumers. They attract the consumers who would rather not be associated with companies that had negative effects on the environment. These products have been announced in the brand...
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...Introduction clorox strategy describes how a particular business intends to succeed in its chosen market place against its competitors. It therefore represents the best attempt that the management can make at defining and securing the future of that business. Earlier the sustainability was not an important issue like today. But thinking of society has been changing toward the sustainability issues. by the change in its conventional product to environment friendly products Clorox showed a good example of a successful business by “Green works”. Understand the scope of the business For a business, it is very important to understand the scope of the business & need of customers. The first change in Clorox strategies was to change its product for domestic purpose bleach. the product accessed to households because of its cleaning features. At that time for bleach making company like Clorox the only concern was, how well it cleans. Understand the social changes to grab new opportunities Clorox committed itself to growth and diversification When green cleaners were introduced by companies such as Seventh Generation in 1987, many consumers were leery. “It created a stigma with consumers that the products were inferior and overpriced … there still are shoppers who believe harsh chemicals are necessary for proper cleaning,” campaigns aimed at influencing consumer preferences by increasing awareness of the effects of household cleaning products, linking the use of...
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