The Clorox Company 1 Running head: THE CLOROX COMPANY MARKETING PLAN

The Clorox Company Marketing Plan Burts Bees and Green Works Jennifer Giannosa Baker College Center for Graduate Studies

The Clorox Company Marketing Plan

Table of Contents Abstract .......................................................................................................................................... 4 Company Description..................................................................................................................... 5 Strategic Focus and Plan ................................................................................................................ 5 Current Mission Statement................................................................................................. 5 Revised Mission Statement ................................................................................................ 5 Current Vision Statement ................................................................................................... 6 Revised Mission Statement ................................................................................................ 6 Goals................................................................................................................................... 6 Non-financial Goals 6 Financial Goals....... 6 Core Competency and Sustainable Competitive Advantage.............................................. 7 Situation Analysis .......................................................................................................................... 7 SWOT Analysis ..... 7 Industry Analysis ....... 7 Competitor Analysis ...... 8 Company Analysis.... 10 Customer Analysis.... 10 Market-Product Focus .................................................................................................................. 12 Marketing and Product Objectives ... 12 Target Markets . 12 Points of Difference .... 13 Positioning ... 14

The Clorox Company Marketing Plan

Marketing Program ...................................................................................................................... 14 Product Strategy ... 14 Product Line . 14 Unique Product Quality .. 15 Packaging .... 15 Price Strategy ....... 16 Promotion Strategy ...... 16 Place (Distribution) Strategy.... 17 Financial Data and Projections..................................................................................................... 18 Past Sales Revenues ..... 18 Organization.................................................................................................................................. 18 Implementation Plan .................................................................................................................... 18 Evaluation and Control................................................................................................................. 19 Recommendations ........................................................................................................................ 19 Conclusion.................................................................................................................................... 20 References .................................................................................................................................... 21 Figure 1 .... 22 Table 1 . 23 Table 2 . 24

The Clorox Company Marketing Plan

Abstract The following marketing plan written for The Clorox Company offers an improved strategy on marketing activities for the companys current product portfolio. This study was conducted primarily on the firms natural product brands Green Works and Burts Bees. Through industry analysis and evaluation of Cloroxs published financial results, goals for continued growth and success are presented. Results indicate operation within mature markets and thus high competition. Conversely, the companys natural products maintain strong presence within their respective markets and represent high opportunity for growth. Recommendations include focus on international growth, social responsibility, natural or green product expansion, and growth of business-to-business sales.

The Clorox Company Marketing Plan

Company Description Since its inception in 1913, the Clorox Company has been recognized as the ultimate authority on bright white laundry and clean homes; however today the company tells a quite different story. Over the years Clorox has seen great success and today enjoys a leading position in many various product markets. Selling products primarily through mass merchandisers such as grocery stores and other retail outlets, Clorox is considered a manufacturer and marketer of consumer and institutional products. (Reuters Fundamentals 2010) Although its Clorox bleach may be considered the companys flagship product, other top brand names in its portfolio include Clorox cleaning products, Green Works natural cleaning products, Fresh Step and Scoop Away cat litter, Hidden Valley Ranch dressing, Kingsford charcoal, Burts Bees natural personal care products, and Brita water-filtration systems among others. Surprisingly, close to 90% of Clorox Company brands hold either the number one or number two market positions in their categories (see Figure 1). (Clorox 2010, IBIS World 2010) Strategic focus and plan In this section, revised mission and vision statements are given. In addition, goals created through analysis of company strengths, weaknesses, opportunities and threats (SWOT) are listed. Finally, the core competencies or sustainable competitive advantage of Clorox is highlighted. Current Mission Statement We make everyday life better, every day. Revised Mission Statement

The Clorox Company Marketing Plan

At Clorox, we use innovation to develop products that make everyday life easier for our customers all over the world. We invest in and watch over our communities. We nourish and support our environment. We are a team of global professionals. Current Vision Statement None Revision Vision Statement Over the next 5 years Cloroxs vision is to expand its reach to customers. We desire to improve the lives of people all over the world with innovative products that also support our environment. Goals on-financial goals. To expand international product portfolio by 20%. To increase international sales of Burts Bees by 25%. To expand Green Works product portfolio by 15%. To increase Green Works professional products sales to businesses and schools by 25%. Financial goals. To expand international product sales to 2.5 billion. To decrease company-wide operating costs by 5%. To increase annual sales growth goals to 7%.

Core Competency and Sustainable Competitive Advantage Cloroxs major core competencies lie within its diverse product portfolio and strong percentage of products in number one and two market positions. In addition, Clorox is a highly

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recognized company which has been in existence for generations. Many US consumers are familiar with Clorox and regard it as a trustable brand name. By consistently entering new and growing markets, Clorox has managed a strong portfolio even in rough economic times. Other major internal strengths for Clorox are its international presence and impressive size and resources. Although Clorox does sell products internationally, its international portfolio is small compared to its biggest competitors. Due to its wide range of products in different consumer markets, the company is able to cater to a diverse customer base and is flexible regarding the ebb and flow of consumer demand. With many leading products, Clorox has a strong grasp especially in the US consumer product market. (Global Data 2010) As shown in Figure 1, some of Cloroxs top leading brands include Kingsford Coal, Glad plastic bags, Brita water filters, and Clorox bleach. (The Clorox Company 2010) Situation Analysis Although Clorox has enjoyed increasing growth and success since its inception, it operates in mature markets with high competition. The following situation analysis includes a snapshot of the industry arena in which Clorox operations. See Table 1 for a SWOT analysis of Clorox. Further, it will profile the companys biggest competition as well as average consumer. Industry Analysis As previously mentioned, Clorox maintains a portfolio with products classified in a variety of industries. However, the company designates four segments to summarize its major operations. These segments include household, lifestyle, cleaning, and international. Further, industry analyst companies place it in several different industry classifications. This report places heavy emphasis on the Soap and Cleaning Compound Manufacturing and Global Toiletries and Cosmetic Manufacturing industries. (IBIS World 2010)

The Clorox Company Marketing Plan

Within these industries there are many interesting trends, however overall competition is considered medium and the life cycle stage is mature. Due to the maturity of the market, demand is unlikely to increase significantly, particularly in the US market. Below are major trends affecting the soap and cleaning compound manufacturing industry: Environmental concern and added regulation drives product innovation Price pressure: Increasing popularity of private label (PL) products Additional demand depends on population growth (growing Hispanic market) Emerging markets offer growth Improving economy: shift back to brand names Increasing cost prices create downward pressure on product price

With many strong market influences affecting the industry, the success of Clorox depends on a marketing strategy built around these trends. Fortunately, as the economy slowly improves into 2011, increasing demand from commercial and consumer markets holds promise. Although its competitors maintain strong international portfolios, Clorox has yet to take advantage of this growing opportunity. With only 21% of its business done internationally (Clorox 2010), Clorox needs to focus on international expansion before competitors saturate the market. Although many of its product brands (Green Works, Burts Bees, Brita) are poised for success, the company operates within a highly competitive industry and must take quick action to ensure profitability. With the rising cost of oil, it will be extremely important for Clorox to reduce operating costs. Further, as competitors reduce prices in order to keep up with PL sales, Clorox will also need to evaluate its current product prices. Competitor Analysis When looking at The Clorox Company as a whole, its major competitors include:

The Clorox Company Marketing Plan

Proctor & Gamble Reckitt Benckiser PLC Unilever SC Johnson Colgate-Palmolive. (Global Data 2010, IBISWorld 2010, Encyclopedia of American Industries 2010) As a midsized and mostly domestic company, Clorox operates in an industry dominated

by large global players. (IBISWorld 2010) In the Soap and Cleaning Compound Manufacturing industry, Cloroxs traditional bathroom cleaning products compete with the above listed global companies. However, its Green Works product line enjoys a stronger hold on the market with around a 40-50% command of the US natural cleaning product market. (Leary 2009) Major competitors in this niche market include smaller naturals companies such as Method and Seventh Generation. SC Johnson launched the natural cleaning product line Natures Source in 2009, and also has its new natural cleaning product line Mrs. Meyers. Information regarding SC Johnson products can be found via their website at www.SCJohnson.com. It is apparent that the natural cleaning product industry is becoming more competitive as larger companies unveil their new natural products. Although Clorox is in a great position as the product leader in this market, it should prepare for increased competition from global companies. Cloroxs Burts Bees brand natural products compete on shelves with many large personal care product companies. Major competitors include Natures Sunshine, Proctor & Gambles Olay, Colgates Toms of Maine, and Unlivers Dove. (Hoovers 2010, IBISWorld 2010) Competitors also recognize the growing naturals product category and in 2006 ColgatePalmolive acquired Toms of Maine. (IBISWorld 2010) Toms of Maine sells natural products

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with an oral-care line that directly competes with Burts Bees natural tooth paste products. Many personal care product brands are beginning to offer natural and green products on shelves. This, Burts Bees will see increased competition from larger companies. Cloroxs global competitors have strength in their international presence. Further, due to the maturity of the US personal care and soap and toiletries industries, the market is saturated and global brands find high selling competition between each other for new customers. Although Clorox is late in the global game and manages only a small international portfolio, the strength of its natural and green product lines represent a strong opportunity to expand further internationally. Company Analysis Registered as a corporation, the Clorox Company enjoys significant brand loyalty. As a multi-billion dollar company, Clorox is able to devote significant resources to preserving and improving its company image. With products in over 100 countries and manufacturing sites in 20, Clorox operates internationally, yet has room for more growth in this area. (Global Data 2009) The company capitalizes on customers strong desire for convenient cleaning and other home goods products. Further, with the purchase of Burts Bees natural Bees Wax Company, ($925 million cash) and unveiling of its Green Works product line, Clorox has taken the leap into the emerging market of naturals. (Clorox 2010) Customer Analysis It is difficult if impossible to define the profile of a Clorox consumer. Consider the fact that everyone needs to do laundry, dishes, and clean the bathroom. Men and women both purchase cleaning products, salad dressings, water filters and even personal care products.

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On the other hand, most purchasers of Clorox cleaning products do a large portion of household shopping. Today this presents a quite different marketing strategy as compared to 1960 when 75% of US households consisted of married couples. (Kerin et al. 2009) In fact, a growing segment of households includes single parents, single households, and unmarried partners. In other words, Clorox has a big task on its hand; marketing products which appeal to a variety of target customers. Further, due to the maturity of both the cleaning product manufacturing and personal care product markets, Clorox and its competitors will have to compete directly against themselves for new customers. One highly growing segment of Clorox customers includes the US Hispanic population. This represents a great opportunity for Clorox which has experience marketing in Latin-American countries. Clorox has been recognized as the cleaning authority since its inception in 1913 and has enjoyed the benefits of brand loyalty and word of mouth advertising ever since. Convenience and availability are important for Clorox customers so it is important that products receive ample shelf space within the most popular retail and grocery stores. Target and Wal-Mart are two stores which make up a large percentage of Clorox product sales. (Clorox 2010) Customers in the household goods market are brand loyal which allows companies to charge premium prices. (IBISWorld 2010) Although PL purchases have been recently increasing, the strengthening economy will increase brand loyalty once again. When discussing the personal care product industry, it is important to consider income. In general, the higher the personal disposable income, the higher the amount spent on toiletries and cosmetics. (IBISWorld 2010) In the personal home care industry, brand loyalty is a strong selling point. Customers are willing to pay premium prices if they perceive the products to be of

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especially high quality. In fact, Clorox had recognized the growing market for mens personal care products and recently launched a line under its Burts Bees brand marketed towards men. (Clorox 2010) Market-Product Focus In the following section, an explanation of Cloroxs 5-year marketing and product plans will be given. These include objectives regarding marketing and products, target consumers, points of difference, and positioning. Marketing and Product Objectives Cloroxs new marketing focus going into the year 2011 will be to maintain customer loyalty of the Clorox brand while at the same time introducing innovative products and expanding its natural and green product offerings. Brand extension: Expand Green works product line Corporate Social Responsibility: Increase generosity advertising Global Presence: Expand international presence of Burts Bees products Increase expenditure of online advertisements Innovative products: Increase company-wide focus on innovation

Target Markets Clorox products are purchased by various consumer target markets with different demographic and physiological factors. However, its Green Works, Brita, and Burts Bees brands focus primarily on customers who are at least mildly interested in natural and green products. Because of increased success with these specific brands, Clorox should devote additional resources to increasing their consumer reach. Overall, its target market consumers are looking for convenient, accessible, and cost-efficient household products. Many consumers not

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currently using green products often consider making the switch; however feel that green products are more expensive and less effective. With effective marketing efforts, Clorox will convert these consumers into loyal customers of its natural products. Clorox can highly benefit from businesses trying to delight customers with a green image. Businesses find themselves under increasing pressure to go green and represent a specific target market. Schools are also introducing new green programs which represent a target market highly receptive to relationship marketing. (Neff 2010) Clorox should increase expenditure on relationship marketing towards schools. This would also be effective in increasing the companys socially responsible and green image. With its Burts Bees product line, Clorox has recently recognized the growing mens personal care product niche market. Clorox should expand its currently small mens product line under the Burts Bees brand. In summary, Clorox should focus on the following target markets: International markets for Burts Bees Growing US Hispanic market Schools and businesses looking to go green Average consumers considering green products

Points of Difference Within such a highly competitive market, it is difficult for any company to distinguish itself. Most do this primarily though advertising. Fortunately, with Green Works and Burts Bees, Clorox broke into the naturals market early and each brand now enjoys number one positions in their respective markets. (Clorox 2010 Over the last decade, Clorox has been carefully molding its image from being an expert on cleaning with manufactured chemical

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products, to a socially and environmentally responsible company. Clorox is attempting to differentiate itself by managing its reputation as a highly ethical company that can be trusted by loyal customers. Positioning With Burts Bees and Green Works, Clorox attempts to capitalize on busy consumers who are interested in natural products but not willing to make significant sacrifices. In other words, consumers who are looking for convenient green products. By using product differentiation (Kerin et al. 2009), Clorox helps consumers perceive Green Works and Burts Bees as having benefits over conventional cleaning or personal care products. Many of these consumers are not searching specifically for natural products, yet are looking to make small changes which support their health and the environment. Marketing Program Below, an analysis Cloroxs overall marketing strategy is given. The strategy gives a comprehensive plan regarding four areas including including product, price, promotion, and place. Product Strategy After covering product line information, this section moves on to unique product quality followed by packaging. Product line. Currently, the Green Works product line contains 15 different products, while the Burts Bees product line offers 150+ products. (Burts Bees 2010) See Table 2 for a summary of Burts Bees product categories and the Green Works product line. Due to the success of both Green Works and Burts Bees product brands, each could benefit from product line expansion. For instance, adding toilet cleaning products or a line of

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natural hand soap detergents. Burts Bees has recently expanded into other personal care markets such as babys and mens. Unique product quality. The unique quality of Burts Bees and Green Works products are their natural ingredients. Yet still, while an increasing amount of consumers are interested in natural products; they are at the same time focused on convenience. Available at most grocery, retail, discount, and drugstore chains, consumers are able to purchase natural products from a highly reputable company. Packaging. Burts Bees packaging is highly recognizable and known for its yellow color meant to underline its natural bees wax ingredients. However, many of its recently added product lines use other colors on the packaging such as purple, red, or black. In this case, Burts Bees relies more heavily on purchases from consumers already familiar with the brand. Although many products feature the word natural in large letters, some do not. Unfortunately, customers will not be able to easily recognize that the product features natural ingredients. Although the packaging is well designed and pleasing to the eye, it should more clearly communicate and advertise the natural ingredients the products contain. Featuring the word natural, using yellow colors or placing pictures of natural ingredients on the packaging will more effectively communicate the most important benefit of the product. With packaging that is well designed and effectively communicates benefits, Burts Bees will increase sales from consumers interested in trying a new natural product, as well as consumers who already trust the Burts Bees brand because of its natural image. Unfortunately, it seems as though Clorox is losing sight of the main focus of the Burts Bees product line- its natural ingredients and wholesome image as an environmentally responsible company.

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Price Strategy While both Burts Bees and Green Works enjoy high customer loyalty and strong consumer demand, each brand manages different pricing strategies. Although consumers of personal care products find substitutes less desirable, the cleaning product category enjoys less brand loyalty. Therefore, Clorox must use a different pricing strategy for Green Works. The Soap Product Manufacturing industry is much more competitive. Still, Green Works is able to charge a premium on this line because of its green image. Even though Green Works maintains above-market prices because it is the product leader, it must also consider the recent propensity of customers to purchase PL brands. Recently, most companies within the cleaning product manufacturing industry have noticed the importance of reducing prices. This comes from consumers reduced spending and increasing acceptance of PL brands. In fact, According to IBISWorld, Procter & Gamble is in the process of lowering prices on about 10% of its product portfolio (2010, p. 9). In order to hold onto customer loyalty, it is necessary that Clorox to watch competitor prices. When pricing Green Works products for commercial sale to other businesses, Clorox should offer quantity discounts. (Kerin et al. 2009) Promotion Strategy Offering coupons via direct mail for Green Works products could increase the amount of new customers who try the product. Many customers consider switching to green products, and coupons may offer them extra incentive to purchase the product. An ideal strategy would be to offer coupons which bundle products. This would also encourage users to try additional Green Works products. However, offering coupons for Burts Bees products are not recommended.

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Conversely, product placement (Kerin et al. 2009) would be an ideal promotion strategy for Burts Bees. Although this would take careful planning and control, it could help create an image for the product itself. Alternatively, point of purchase displays would increase exposure of Burts Bees products. By placing displays near cash machines where customers make additional small purchases, Clorox may gain additional customers who would otherwise not try the product. Placing the new mens products near checkouts would increase sales in this product line. Place (Distribution) Strategy Because both brands are heavily focused on offering customers convenience, it is important that they are available in a wide range of retail stores. Although at first, Burts Bees products were sold primarily at health food stores such as Whole Foods and Trader Joes, the products are now available at a variety of drug stores, grocery stores, and other major retailers such as Target and Wal-Mart. Green Works products are also available at a variety of major retailers such as Kroger, Kmart, Wal-Mart, Walgreens, Target, Meijer, CVS, and Rite-Aid among others. Today, popular warehouse clubs such as Costco and Sams Club sell Green Works products in bulk to consumers and businesses. Burts Bees operates a well organized and aesthetically pleasing website where customers are able to purchase a variety of personal care products. Online sales of health and beauty products are forecasted to increase by 2% going into 2012. (Kerin et al. 2009) For this reason it is important to ensure the website is optimized, and online advertisement expenditure increases. Although it is not advisable to sell Green Works products to retail consumers online due to their small purchase price, selling products in bulk to business customers via the Green Works website

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is highly advisable. While it is currently possible to purchase Green Works products from a Clorox website, this distribution strategy has not been optimized. Financial Data and Projections Past Sales Revenues Interestingly, after its 2008 launch Green Works sales surpassed initial projections and broke $13.6 million. (Leary 2010) Unfortunately, sales peaked in 2009 and have since been declining. (IBISWorld 2010) Sales of Burts Bees are $200 million annually. (Neff 2009) Companywide and despite tough economic times, net sales have increased in 2008, 2009, and 2010. Organization The organization of Clorox includes a diversified team of professionals. (Clorox 2010) Some brands have specific managers. In addition, there are teams devoted to sales management at certain business, for example Costco. With a specific employee put in charge of one company brand, this person often becomes a strong advocate for the brand. (Kerin et al. 2009) In order to facilitate international growth, teams based on geographical location should be created. Implementation Plan It will be important to maintain a team responsible for the success of the global marketing strategy. A significant portion of the marketing budget will be devoted to international growth. Clorox should do a careful analysis of untapped international markets. The analysis will provide a list of countries which could support and embrace product entry. In addition, it will be pertinent to analyze which products to market internationally in their respective markets. Upon identifying the new international markets, entry strategies should be outlined. The first task will be to develop a timeline that schedules completion of the following major goals:

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Analysis report on potential international markets Selection of international markets Development of marketing program Implementation and roll out phase Review and redesign phase It will be extremely important for top management to be on board with the new

marketing goals. Open communication between top management and the marketing team, as well as within the marketing team itself should be encouraged and embraced. The global marketing team should create program schedules for all major marketing goals. The schedules should be distributed company-wide. Evaluation and Control In order to evaluate the success of the adjusted marketing plan, financial goals will be analyzed and compared to actual results to see if significant progress was made. By identifying causes of deviations, Clorox will be better prepared to make adjustments. An evaluation of financial success in international markets will be conducted throughout the entire process. Success within international markets will be compared with the success of competing companies. Recommendations In order to sustain continued growth, Clorox should expand its international presence due to the maturity of its respective product industries. Careful analysis of sustainable

international markets and a well planned entry strategy are necessary to ensure a successful international presence. Because its biggest competitors already have a strong presence in international markets, Clorox should quickly expand its international product portfolio.

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Although the natural product market continues to grow, increasing costs, increasing acceptance of PL brands, and increasing competition create a volatile market. Therefore, in order to keep its brand loyal customers, the company should focus on customer relationship marketing and management. Business-to-business sales, US Hispanic population growth, increasing online spending, and growing natural markets offer opportunities within the US. Further, although Cloroxs natural products are the leaders in their product categories, the company should be prepared for increased competition. If Clorox successfully manages its ethical image as well as competitively prices its products, customers will have little reason to look elsewhere. Conclusion In conclusion, The Clorox Company has many opportunities for continued growth, yet at the same time faces threats within the mature industries in which it operates. By focusing on growth and expansion into new product and geographical markets, while also managing its CSR image, Clorox should continue to delight its stakeholders. International growth into untapped yet promising markets should be a company-wide focus. Its Burts Bees brand should do especially well internationally. Further, Clorox should watch US consumer and customer trends such as changing online consumer behavior, focus on sustainability, growing US Hispanic population, and increasing acceptance of PL brands. Due to the rising cost of oil, Clorox will need to do company-wide restructuring to reduce operating costs. This will ensure profitability. Overall, Clorox has products headed for success and with careful management of its product portfolio it could become a globally recognized brand. 1786

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References Clorox (2010). 2010 annual report to shareholders and employees. Retrieved November 19th, from www.thecloroxcompany.com Encyclopedia of American Industries (2010). Specialty cleaning, polishing, and sanitation preparations. Gale. Reproduced in Business and Company Resource Center. Retrieved December 4th 2010 from the Gale Group database. Farrell, A. (2007). Clorox to buy Burts Bees. Market Scan. Retrieved December 2, 2010 from www.forbes.com Global Data (2009). The Clorox Company- Financial and strategic analysis review. Retrieved December 5th from the Gale Group database Hoover's Online (2010). Clorox company description. Retrieved December 10th, 2010 from www.hoovers.com IBISWorld (2010). Global toiletries and cosmetics manufacturing. Retrieved December 4th, 2010 from the Gale Group database Kerin, A., Hartley, S., & Rudelius, W. (2009). Marketing. New York, NY: Mc Graw-Hill Irwin. Leary, N (2009). Jessica Buttimer. Mediaweek. Nielson Business Media, Inc. Retrieved from Gale Group online database North American Industry Classification System (NAICS) (2008). Retrieved December 7th, 2010 from http://www.census.gov/eos/www/naics Reuters Fundamentals (2010). Clorox Co. Thomas Reuters. Retrieved December 5th 2010 from Gale Group online database

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Table 1 SWOT Analysis Strengths Number of leading products and brands in wide range of markets Highly recognized brand among U.S. consumers Expanding operating margin High amount of resources in R&D Opportunities Rising health and home care markets Untapped international markets Growth in E-retail Focus on natural/green products Growing U.S. Hispanic market Weaknesses Large size may restrict flexibility Limited liquidity position High dependency on the U.S. consumer market Declining market share in sector Threats Potential criticism and exposure from special interest groups Threat from PL brands Competitors with vast resources pose breakthrough threat Recent discretionary consumer buying behavior High competition from other top US brands Table 1

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Table 2 Green Works and Burts Bees Products Green Works Products: Multipurpose Original Scent Tangerine Scent Cleaning wipes Glass and surface cleaner Glass Glass cleaner Bathroom and Toilet Bathroom cleaner Toilet bowl cleaner Dishwashing liquid Original Water lily Free and clear Simply tangerine Laundry Detergent Original Free and clear Tangerine Laundry stain remover Burts Bees Products: Face Cleaners Exfoliates Toners Complexion mists Moisturizers Treatments Eye crme Lips Lip care Shiner and gloss Body Washes and soaps Moisturizers Bath Hair Shampoos Conditioners Treatments Baby & Mom Washes and soaps Moisturizers Diaper care Men Washes and soaps Shaving Moisturizers Cologne Outdoor Sun care Protection Washes and soaps Treatment Moisturizers Gifts Various gift bag kits

Table 2

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Figure 1 Clorox Leading Shares

Figure 1