The Clorox Company Leveraging Green for Growth Case Solution

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