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The Clorox Company Leveraging Green for Growth Case Solution

Solution Id Length Case Author Case Publisher
2784 1480 Words (10 Pages) Elie Ofek, Lauren Barley Harvard Business School : 512009
This solution includes: A Word File A Word File

The colorx company has three sustainable brands - Brita, Burt's Bees and Green Works. The company needs to decide on the marketing strategies for future activities for these brands. While all three are sustainable brand sunder the colorx company, each has progressed differently over the past three years and presents different opportunities and challenges for the future. The case also focused on understanding the need for a sustainable brand for positively influencing a company's CSR strategies and activities, along with the influence and implications the sustainable brands may have on the mainstream brands of a company. In this case, this would include Clorox Bleach, 409, and Hidden Valley for Colorx company. The case focuses on future strategies, with an emphasis on marketing strategies and activities of the brand in light of the aggressive financial targets and goals that it has set for 2013. The case presents an opportunity to assess if companies should focus on sustainability trends compared to core brands that offer higher sales, and promise higher profits and revenue.

Following questions are answered in this case study solution

  1. Develop a marketing plan for each of the three sustainable brands going forward. Which are you most optimistic about heading into 2011?

  2. What are the implications of building the three sustainable brands for Clorox existing brands? For the company as a whole?

  3. Should Clorox continue trying to leverage “green” for growth?

Case Analysis for The Clorox Company Leveraging Green for Growth Case Solution

1. Develop a marketing plan for each of the three sustainable brands going forward. Which are you most optimistic about heading into 2011?

Brita

Analysis

Issues and Strategies

Executional plans

Brand vision
Sustainable alternative to bottled water – replacing bottled water with filtered water

Marketing issues

  • How to increase consumption of Brita?

  • How to increase awareness for filtration product

  • How to expand the brand, and increase growth through business development

Advertising

  • Increase usage frequency amongst existing users through TV advertising

  • Create mass awareness through TV advertising

 

Target audience
Consumers who cared about the environment and the products they consumed. Strongly driven by environmental friendliness and concerns and make conscious decisions about purchase and consumption habits.

Strategies

  • Increase communication

  • Focus on emotional brand building

BTL

  • Offer on-ground activities and samples to consumers for on-point engagement with the brand.

Drivers

  • Increased consumer awareness regarding bottled water and its impact on the environment

  • An increased inclination toward green consumption

Goals

  • Increase sales of Brita by 30% within 8 months

  • Achieve trial generation amongst broadened target audience by 45% within 6 months

  • Increase awareness by 75% over six months

Social media:

  • Engage with consumers on social media

  • Create interactive posts and videos to generate discussion

  • Create and publish relevant content regarding the need to move away from bottled water and how to save the environment.

Risks

  • Increased competition

  • Higher cost of production/import

 

 

Opportunities

  • Broaden partnerships with companies that offer reusable buttes

  • Engage in reusable bottle production

  • Focus on innovation

  • Focus on new target audience groups

 

 

 

Burt’s Bees

Analysis

Issues and Strategies

Executional plans

Brand vision
Natural health and wellness brand

Marketing issues

  • Restricted target audience

  • Limited trial generation

Advertising

  • Increase usage frequency amongst existing users through TV advertising

  • Create mass awareness through TV advertising to increase trial generation

 

Target audience

  • People focused on the health of their families and their selves

  • Increased focus on consuming natural products

  • An increased inclination toward green consumption

  • Beauty enthusiasts/demanding conventionalists/committed naturalists/health and beauty sleuths

Strategies

  • Expand into other target audience groups through advertising

  • Develop multiple products from different target audiences and their needs

  • Use marketing to communicate different offerings

Retail

  • Placement in specialty stores with assistants to guide for skin care and health products

  • Development of a website to support online order placement

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