Clorox case Study

Topics: Environment, Natural environment, Environmentalism Pages: 3 (1068 words) Published: October 20, 2013
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 industries is all about convincing people they need products that frankly, they do not need. To clean you only really need some vinegar. Its actually better for the environment and people than all these other options, even he eco-friendly and/or organic options. Honestly that’s all it is in a lot of organic products. You are just paying for the brand where you could get a large amount of vinegar for pennies! They also shift the importance and add beliefs. The environment wasn’t that important to Clorox in the past, but they saw a market for it where they could capitalize a majority of the sales. So they jumped on it. They definitely do over that market with over 200 million in sales. 2. Which of the eight “Shades of Green” environmental segments discussed in Chapter 3 does the Clorox Green Works line appeal to? Explain. I would say any but the eco-centrists or eco villains, because they are against big corporations. The reason for this is because they feel that it’s purely a marketing scam. Which is a big reason the Sierra Club dealt with some serious backlash from partners and supporters. Though they are on opposite ends of the spectrum, they both without questions would turn down Green Works products, even though they are price competitive with many regular brands. Green works covers mostly all the bases of what the other sub groups are looking for in a cleaning product. Whether it be the price tag, the Clorox name, EPA, NPA, or...
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