Marketing Strategy Of Clorox Green

A year after launch, Green Works had the largest share of the eco-friendly market (42%) due to the ethos of the Clorox brand, and the quality and price of the product.

assuage any guilt they might feel about consuming mass quantities of unnecessary, disposable goods by dutifully tossing these items into their recycling bins and hauling them out to the curb each week”. (Westervelt, Amy. "Can Recycling Be Bad for the Environment?" Forbes. Forbes Magazine, 25 Apr. 2012. Web. 5 Dec. 2015). So why is the reason that companies are starting to “Go Green”? Its clearly obvious that the change in America from an industrial country to a environmental country has taught big business how to market environmentalism in mass quantities of their product. The strategy of the consumption-environment mindset are increasing rapidly. If this trend of buying without thinking does not slow down, with problems like not shifting priority from consumption to being environmentally aware, things will certainly worsen. On the topic of green marketing, people often see that green marketing refers to the advertising of objects or products with environmental characteristics to them (Like the Nestle bottle, for example). Terms like “Environmentally Friendly”, “Refillable”, and “Recyclable”, are some of the things people associate with green marketing. In reality

From these results, it is obvious the campaign met and exceeded the team’s established goal and objectives. New Responsibles were now openly discussing and referencing Clorox and its products in their on- and off-line conversations. Additionally, there was a change in purchase interest and brand favorability. Consumers were willing and wanting to purchase Clorox products.

Executive Summary In the face of consumer changes and current 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

Green promotion programs reflect communications designed to inform stakeholders about the firm’s efforts, commitment and achievements towards environmental preservation (Belz and Peattie 2009; Dahlstrom2011).

Over Tennant Company’s (Tennant) 141 year history, they have consistently remained a producer of floor-cleaning equipment and technologies focusing their efforts in producing products for non-residential use. Since the new CEO Chris Killingstad has come to the company however, he has been dramatically changing Tennant’s value proposition with a broader emphasis encompassing “chemical-free cleaning and other technologies.” This case shows Tennant’s move beyond traditional green efforts to centralizing environmentally-friendly performance at the heart of the company’s focus, and whether this new focus provides enough benefit as a competitive advantage.

Clorox will have the opportunity to build their brand image based on Burt bees expertise and practices. This would bring a positive perspective from the customers who already feel that Burt bee’s products are eco-friendly. By promoting marketing based on experimental results, will make a strong statement to the customers and would help to create brand awareness. Consequently, this will increase brand loyalty by winning customers trust and will attract more customers towards Clorox products. Furthermore, implementing a pricing strategy which is less than its competitors would help to increase the market share by attracting customers who are not inclined to pay high premiums for eco-friendly

In the article “Are You Being Green Washed?” Robbins (2008) states the image of “greenwashing” which is that numerous number of companies promote their services and their products as environmentally friendly but in reality it is harmful for the environment. The author illustrates that by giving some example of companies that claim they are eco- friendly such as Palm oil and Rayon. He states the impacts of such claim on the environment and consumers in some ways. However, in order to protect the environment form the negative impacts of globalization and consumerism, government and individual must make a joint effort by enact laws and educate people and companies about the impacts of such problem.

Finally, if you’re building green it calls for green cleaning. This means that the products used in cleaning these green buildings are also very environmentally safe. For example

Clorox currently faces two challenges. First is how to turn Burt’s Bees into a mainstream American brand and second is how to move towards more environment friendly business practices and develop eco-friendly products, helping company improve brand image among customers. To position Burt’s Bees as market leader for green products, the company should invest its cash reserves in developing new improved natural products and start selling all Burt’s Bees products through big stores such as Walmart. In order to improve brand image of Clorox, the company should research Burt’s Bees ways of functioning and incorporate some of their strategies to make its supply chain more sustainable. The company should run an ad campaign to educate people about

Executive Summary In the face of consumer changes and current 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

On your weekly trip to the supermarket it’s easy to find a number of products, from coffee to dishwashing soap, that flaunt their green attributes” (American Psychological Association, 2010). With such rumors of greenwashing, consumers are more confused than ever. However, some consumers know the tricks and are coming to find that there are companies whose marketing practices are legit, not exaggerated or deceiving. APA also found that, “people are willing to spend more of their hard-earned green on green products, according to a 2008 survey of 9,000 adults performed by the global business firm Boston Consulting Group” (American Psychological Association, 2010). Consumers who are willing to pay more for a product or service are assuming that they are purchasing a healthier, safer, and better quality product or service for the environment.

The launch of the Green Works brand allowed Clorox to stay in their core product line of cleaning supplies while targeting the sustainability sector of the market. The company has experienced success with awareness and repeat customers in the trial runs of this product line but Clorox has not penetrated enough of the market to increase market share. This product category fits Clorox’s Centennial Strategy of existing brands to adjacent categories.

One major problem as far as companies using green marketing and why it isn’t working is that the relatively vague definition of green marketing leaves a lot of room for loopholes. Green marketing, by simply being defined as “the marketing of products that are assumed to be environmentally safe,” allows companies to take advantage of this idea even if their products are not the best example of green ones (McClendon 1). Most companies also don’t practice what they preach in such

A lack of experience in business-to-consumer marketing is apparent in Soren’s current communications to end-users. This market, unlike the market for commercial-use chemicals, emphasizes the use of clarifiers to ensure “perceived cleanliness” and clarity of water. The consumer market also appears to be minimally price-sensitive, as communications regarding annual savings are relatively ineffective in increasing sales of Coracle. Soren’s marketing efforts in the first half do not fall in line with the demands of their new customer. A pull strategy would involve adjusting communications to speak more directly to the very different concerns that pool owners and service