Case Study: Clorox Green Works Line

It is obvious that the cleaner home market is huge. Along with the change in living styles in today's modern culture the demand for such products has taken by a huge margin and the profit percentage acquired in this section is huge as you merely have to spend in the introduction of the product once and after that it's just the processing of a similar thing again and again over a time period for many years till your competitors introduce an improved product in the market. Discovering this, Clorox has unveiled five new products in here. The new type of products launched has been done by a lot of thought and it offers taken a lot of time for the business to take action because it required the product range to be unique and that could be easily advertised. What separates them using their company competition and makes them unique and is the sup(general selling point) is the fact that Clorox is referring its products as Dynamics Friendly in order attract a particular segment of today's aspect friendly and environment focused consumers who don't want to be associated with companies who have a bad effect on the surroundings but instead lay claim to be doing their bit in protecting the environment. These have been launched under the brand name "Green works" which relates right to the environment. The marketing strategy to publicize the merchandise as character friendly is a success and has paid off wealthy dividends and the business has been able to stand out among its opponents and create a niche for itself. By using participation of the people and the mass media, Various promotions for preserving the surroundings have also been launched by the business which has been a casino game changer. This all has resulted in a good understanding of the company in the brains of the consumer and a new energy has been imbibed in the company. As a result, within six months of unveiling, Green Works experienced projected sales have been taken by huge amounts and now has reached a large amount of $20 million. The costs are so affordable so that everyone are able to really have the products and the major distinguishing factor would be that the distribution system is exclusive and well-organized. And the most crucial factor is the that we have to keep the consumer behavior in mind, various new multimedia advertising campaigns are being used such as mobile phones, videos, sociable networking promotions through facebook, orkut and through newspaper publishers and radio etc. Sierra membership, America's oldest and largest grass root company working for environmentally friendly causes, has also been associated with Green Works, and they have provided a huge brand value for the business and its products. This has been a major contributing factor. But this deal also has had a flip part on the image on the company. This association has continued to be a controversy due the allegation of money being mixed up in deal. But nonetheless, it hasn't influenced the attitude of individuals much and the image of the company has remained pretty much the same. Clorox never in its record has put an ingredient list on its package deal. But with the changing consumer demands the company has started putting the elements on the Green Works. Also the presentation for the Green works is quite unique alone. Success of the merchandise in future depends on how well it uses its dynamics quotient. And the company has played the environment card well in order to reach out of the consumers.

Question 1: What frame of mind change strategies is Clorox using to persuade consumers to buy its Green Works products?

Answer: Since it is very much evident that the cleaner household market is huge. With all the changing consumer tendencies. The estimated well worth is approximately $3 billion which is a huge part of itself. Though there are a lot of competitors in the forex market and the marketplace is already saturated and nearing the idea of extinction, yet Clorox has released five services in here which it hopes will do wonders for the business. There is a deep thought behind it and there has been so much being done by the business to obtain the competition. Every one of us wants to save lots of the NATURE, but just a few people wish to accomplish so at the price of their discomfort and the company appears to be taking the effort to prosper for the surroundings. If people can have an option of going green without impacting on their lifestyle in a extreme way, they would surely wish to accomplish so. That is the main purpose behind the online marketing strategy of Clorox. As no-one would like to be on the bad area when we recall who contributed the most towards damaging the mother earth it is a good approach to market itself as a host friendly company.

Clorox is using advertising effectively and it is putting much effort into making this strategy a huge hit and on a very large level to make people realize the natural quotient of these product and just why they must be utilizing their products rather than of others. Secondly the purchase price at which the product comes is quite similar with "regular" cleaners so that it is easily affordable and has maximum reach among the common man who chose the fate of any major product and who are able to either make it or break it. Other "Renewable cleaners" such as Method and Seventh Technology have quite high prices than the regular cleaners so they lack in the mass market charm that this product provides. The distribution system is also very unique. They are selling the merchandise through mass merchandisers whereas the market development is through niche stores. This has taken the merchandise to people, thus creating an appeal of the "Green products". And an air of greenness has been propagate just about everywhere and even the rivals are changing their strategy and planning to go green. Also checks were done in more than 200 consumer properties to test the potency of the merchandise and building a buzz about the merchandise so that they have readymade market because of their products after a few of the users have tested it. Keeping the buyer behavior at heart, new mass media advertising is employed such as cell phones, videos etc. Movies on saving the environment are being created by followers and backed by the business such that it can be associated to some good being done. That is also shown on the website of the merchandise and evidently portrays what the business has to offer. Thus it creates a social appeal in the thoughts of consumer which is doing well for the business. This is obviously a win technique for everybody, the company and the surroundings.

Question 2: Which of the six environmental activism sections discussed in Section 3 (p. 90) will the Clorox Green Works line appeal to? Explain.

Answer: The Clorox Green Works is being referred to as "Design for Environment". Only natural and environment friendly ingredients are being used to make the Green works products. One such is Corn- Established Ethanol. This is very unique. Also the price of the merchandise is very little higher than the standard cleaners. People want to save the environment nevertheless they do not want to do so by keeping them in distress. So this is something which not only suits the needs of the surroundings but is also healthy. Besides that the cost is also affordable. People can afford to buy it without thinking about their wallets. The product attracts such people. Such products are in popular in the market. It could create such a class of consumer bottom part. And not just environmentally mindful people but also people that are not that environmentally productive will buy it. After the product enters in to the mass mainstream, the merchandise will sell like anything since it is both environmentally safe and of daily usage to the people which is also not costly whatsoever.

Question 3: In what manner is the "Green works" name utilizing a rhetorical number?

Answer: The name "Green works" relates right to the environment. The theory is by using the perception of the consumer. Information handling is a complex process and the conception plays a vital part in it. Notion includes three levels - vulnerability, attention and interpretation. Here the word "Green" implicitly can take the interest of the buyer towards the surroundings. "Green works" relates to something as the work which is natural. This creates an appeal in the thoughts of the consumer about the products. So it is very noticeable that perception plays a essential part in the decision making process for the buyer. So a name like "Green works" is a good move for the company. The marketing strategy is also to publicize the merchandise as character friendly. This is all a part of branding. The idea is to utilize the psyche of the customer in such a way that the consumer feels an integral part of the environment friendly wave growing across the world. Various promotions for preserving the environment are also launched by the company. This all has resulted in a good understanding of the company in the brains of the buyer. As a result, within six months of kick off, Green Works possessed projected sales of $20 million. This implies that projecting a product in an green manner especially by using progressive branding strategies like by using a rhetorical name like inexperienced works is very effective to the sales of the merchandise.

Question 4: Should Clorox employ the negative bloggers immediately by blogging as well, should it simply dismiss them, or should it try other indirect ways of interacting with the negative fallout?

Answer: The procedure can be both ways with respect to the situation. In the event the fallout is too much, the bloggers could be countered by replying with their criticism or their concerns. The company should not be offensive in their personal blogs, but should justify their cause and the necessity to achieve this task. A neutral way should be taken, weighing both the company's perspectives and the demand of individuals. This process should generally be avoided and can be used only in acute cases. Most of the times the business does not need to justify itself as the majority of the comments submitted on your blog are worthless.

On the other hands, if the blogging negative fallout is very little, then the procedure taken is to ignore them. In the event the bloggers are not affecting a lot of people and the items set up by them are not relevant, the company do not need to justify itself. This may be done by any faithful fan of the company. A lot of the times the bloggers criticize a product just for the sake of it has been seen that no matter how good something is it will always have negative detractors. Such comments and criticisms do not warrant a reply and the business should stay away from justifying itself from such negative publicity.

But if the critics point on the blog is valid and company may want to change it, this might prove to be a good step. This shows that the company calls for interest in what folks say, and is willing to improve it based on the consumer's demands. This may create goodwill for the business. It is evident that each situation demands different solution and thus has to be dealt specifically with an alternative solution.

Question 5: Why will be the endorsements of Sierra Golf club, the EPA, and Better Homes and Gardens so important to Clorox and the success of Green Works?

Answer: Sierra golf club is America's oldest and greatest grass root group working for environmentally friendly causes. Its association with Green Works has provided a huge brand value for the business and its own products. As the company's brand strategy is saving the environment, any kind of relation or good word from the Sierra golf club of EPA may boost the sales of its products by an extremely large number. The Sierra team has allowed its brand to seem on the products of Green Works, first time it has ever before done so. This might increase the trust of men and women in their products, this provides you with them an edge over their other competition. It has personified the Brand Green Works. This relates to the personal cause of many people and has got a much deeper reach among the list of masses. Also this is seen perhaps as a way to counter some of the negativity of disgruntled Sierra Golf club members.

Question 6: Should it affect your frame of mind toward Green Works to learn that the Sierra Team is getting money from Clorox? Which aspect of the frame of mind process reaches work here?

Answer: Yes, to know that the Sierra club is obtaining money from Clorox impacts the frame of mind of people towards Green works. The Conception and interpretation procedures of attitude will work here. The information which is being given is changing the talk about of your brain of the buyer. Thus the business must justify its activities.

Question 7: Clorox never in its background has put an ingredient list on its package deal. Now it does on Green Works. What frame of mind process reaches work here?

Answer: By adding the elements on the list of its bundle, Green works want showing their commitment and transparency into the consumers. These are stating that the products which they are available are as per consumer's expectation. They want to have the self-confidence of people in the merchandise. This always works as the buyer feels that there should be considered a transparency in consumer developer transactions

Question 8: Examine the product packaging for Green Works. What perceptual functions are apparent in the look and in how consumers will understand and interpret the product?

Answer: The merchandise evaluated is the Clorox all goal cleaner. The merchandise is carved into Green Clear plastic and a sunflower is manufactured on its top. What on it are "natural all purpose cleaner". The perceptual procedures of attention are being taken care of here. The color, format, expectations, all are explicitly evident from the deal of Green works. Also the reference to ingredients on it have increased the info variety as well as made the consumer confident about the merchandise. Clorox has branches all over the world and this sort of transparency protocol works everywhere.


Frequently asked questions about Green Works. (n. d). Retrieved on April 08, 2010 from http://www. greenworkspresskit. com/frequently_asked_questions_about_green_works. html

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