Marketing Plan Clorox Essay

7804 Words Sep 23rd, 2009 32 Pages
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:
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Fifteen percent of all new products are successful, and the rest are withdrawn from the market. With the introduction of new products, a brand name is reinforced in a customer’s mind.

In 1995, the Clorox Company launched a project called Tools and Habits for Inspiring and Nurturing Creativity (THINC). The project’s mission statement is as follows: “To be the most innovative consumer products company in the categories in which we compete.” In the year 2000, Clorox introduced 114 new products including its Disinfecting Wipes. Last year, Clorox spent $76 million on research and development. An emphasis on R&D is important, because new products have the ability to increase a firm’s sales and also tend to carry higher profit margins.

Rivalry and Competition

Fierce and intense competition exists among businesses in this industry. Reckitt Benckiser (makers of Lysol), P&G, and S.C. Johnson all have similar cleaning supplies. Because their products only have slight differences, the companies compete heavily against each other. Household products are “essential for meeting basic needs,” and therefore, the demand remains fairly constant over time. Even in times of economic crisis, this category of goods is not highly affected. Consumers tend to spend more money in times of prosperity, but most will look for a value at any given time.

The U.S. population is expanding at less than 1 percent annually, and the number of households is not

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