Marketing Plan Clorox

7807 Words Sep 26th, 2009 32 Pages
MARKETING PLAN FOR CLOROX
DISINFECTING WIPES

PREPRARED FOR:
Professor Schermerhorn

TEAM 8:
MATT BARRAN, JEFF BELL, MICHELLE BELNA,
HEATHER BERRINGER, MATT BEY

MAY 7, 2004

TABLE OF CONTENTS

EXECUTIVE SUMMARY 3
SITUATIONAL ANALYSIS 4
Industry Forces 4
Company Information 5
Environmental Factors 6
Collaborators 7
Competitors 7
Conclusion 8
CUSTOMER SEGMENTATION 9
Involvement Needed 9
Customer Desires 9
Functional Benefits 9
Psychological Benefits 10
Buying Habits 10
Conclusion 11
MARKETING STRATEGY FOR CLOROX DISINFECTING WIPES 12
Repositioning 12
Product 12
Price 13
Place 13
Promotion 14
Measuring Plan Success 16
Conclusion 17
WORKS CITED 21

Appendix A: Business Law I
Appendix B:
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Since 1913, Clorox has had a reputation of leading the industry with its products.

This situational analysis includes industry forces, company statistics and financial information, a list of environmental factors that deal with how the company operates, and competitor information.

Industry Forces

The Clorox Company does business within the industry of Nondurable Goods; especially relevant to the product of Disinfecting Wipes, the company is associated with the sub-industry of Household Products. Two significant forces should be considered when examining the industry and individual companies within this industry: innovation and competition.

Threat of Substitutes and Innovation

The threat of substitutes for the Household Products of the Nondurables Industry is high. As mentioned before, each company produces a product that is very similar to its competitors. Customers also have high bargaining power in that they can buy substitute products such as paper towels and disinfecting sprays. If a company does not spend time and effort marketing its products, consumers will not be able to differentiate them from a competitor.

The typical household product has a life of approximately five years from the conception of the product until it is stripped from shelves. The product will go through one to two years of development, testing, and marketing. It will then

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