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
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R&D‚ manufacturing‚ marketing of sustainable but not too profitable products. The growth rate of green products has slowed down lately however potential for such products stays strong. To expand and survive in the marketplace the company needs to reinvent and look at building a long-term competitive position by focusing on consumer megatrends of health‚ wellness and environmental sustainability‚ which is also the aim of its centennial strategy. The main issue is whether Clorox should continue to leverage
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conditions‚ Clorox must make several key decisions regarding resource allocation and strategic focus across its product divisions. Specifically‚ there has been a strong focus since 2006 on product sustainability and green initiatives. As such‚ Clorox needs to determine if this is the right strategy to pursue for the long-term and if it needs to be green organization-wide‚ not just toward a few products. In recent years‚ many changes have been made to start shifting public perception of Clorox toward being
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Summary This market study was based on the well-established Clorox Company which had originally started in 1913. In 2006‚ after the placement of the new CEO‚ the company had developed a strategic plan to position them for their 100th anniversary in 2013. The plan was titled “The Centennial Strategy” which focused on long-term accelerated growth and developed metrics to measure the success of the plan. The plan focused on accelerated sales growth which would come from extending existing brands
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1. What attitude change strategies is Clorox using to persuade consumers to buy its Green Works products? Clorox is definitely using the change ideal strategy. They are trying to move their brand into a new market of being environmentally friendly. They still have their original line but they are introducing a new‚ more eco friendly option for the consumer that is concerned about the environment and the effect these harsh cleaners have on it and their families. The cleaning industry‚ as most other
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Chapter 9 THE MARKETING PLAN AND THE 8 P’S (Where We Would Like to Be?) Marketing Plan is defined as written plan that is used to guide an organization’s marketing activities for a period of two years or less. It is quite detailed and specific‚ and it helps an organization coordinate the many steps and people that play a role in marketing. * Marketing plan is also called as tactical plans or short-term plans. * Strategic plan or a long-term plan is a three-year or more that is more general
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COMPUTER STUDIES DAU BRANCH 2012-2013 MARKETING PLAN “THE JOURNEY CAFÉ” “The Taste of Adventure” Submitted by: LUMAGUE‚ KIMBERLY A. AB4AA Submitted to: Mr. Salvador C. Lacsina VI. Developing a Marketing Plan A. Marketing Planning Defined B. Steps in Marketing Planning Process C. Contents of a Marketing Plan 1. Development of Objectives
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The Marketing Audit The marketing audit has certain similarities to a financial audit in that it is a review or appraisal of your existing marketing activities. Carrying out the marketing audit provides the opportunity to review and appraise your whole marketing activity‚ enabling you to assess past and present performance as well as to provide the basis for evaluating possible future courses of action. Because the business environment is constantly changing‚ the marketing audit should be used
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guidance on how to develop a 5 to 7 paragraphs that will allow me to determine the marketing deliverables for this project adn provide resources. I ’m attaching the original scenario. Your help is greatly appreciated You are developing the scope statement for the project‚ and now you are up to the marketing deliverables. You have met with the director of Sales and Marketing and have a general sense of what marketing will be needed to effectively launch the upgraded product. There will be a series
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Monitor marketing strategies and tactics Submission details Procedure 1. A collection of data that relates to the Marketing Plan in the Appendix of this assessment. Your Assessor will advise you on the options to be taken in this assessment: • Use the data supplied in the Appendix to this assessment and the Marketing Plan in the Student Workbook. 2. Prepare a one to two page project update report that outlines the current progress of the marketing activities against the marketing plan and overall
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