Marketing Plan Clorox - 7807 Words

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:†¦show more content†¦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 thenShow MoreRelatedClorox Portfolio Analysis: Marketing Strategy953 Words   |  4 PagesClorox Marketing Strategy A marketing strategy is an objective driven long-term plan which aims at achieving specific marketing goals. Clorox strategic plan aims at growing its sales volume by 3 to 5 percent annually and this means that the marketing team needs to come up with ways through which the required sales volume will be achieved. According to Benno Dorer, Clorox’s EVP and COO of Cleaning International Corporate Strategy, the key marketing strategy is the â€Å"Always on Principle†, this principleRead MoreClorox Portfolio Analysis1187 Words   |  5 PagesClorox Company (Clorox) is a company with publicly-traded shares and it has operations in four different sectors; Household, Cleaning, International and Lifestyle. 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