Marketing Plan Clorox

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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 SUMMARY3
SITUATIONAL ANALYSIS4
Industry Forces4
Company Information5
Environmental Factors6
Collaborators7
Competitors7
Conclusion8
CUSTOMER SEGMENTATION9
Involvement Needed9
Customer Desires9
Functional Benefits9
Psychological Benefits10
Buying Habits10
Conclusion11
MARKETING STRATEGY FOR CLOROX DISINFECTING WIPES12
Repositioning12
Product12
Price13
Place13
Promotion14
Measuring Plan Success16
Conclusion17
WORKS CITED21

Appendix A: Business LawI
Appendix B: ManagementXIV
Appendix C: MIS/Website AnalysisXX
Appendix D: New Label DesignXXIV
Appendix E: Internet Usage StatisticsXXVI
Appendix F: Sample Web BannerXXXII
Appendix G: AdvertisingXXXIV
Appendix H: Sample CommericalsXXXVIII
Appendices Works CitedXLI

EXECUTIVE SUMMARY

The Clorox Company’s goal is to provide the most innovative brands to its customers. The following is a marketing plan with the aim to increase its market share in the Disinfecting Wipes category.

Situational Analysis

One of the Company’s leading products is Clorox Disinfecting Wipes, a product in the Nondurable Goods industry. Clorox was the first company to release these disinfecting wipes and is currently leading the wipe industry with a 47 percent market share. This is a highly competitive industry with the threat of many substitutes. The main competitors to the Company are Lysol Sanitizing Wipes, Mr. Clean Wipe-Ups, and Windex Wipes.

Customer Segmentation

This marketing plan will focus on the needs and wants of single and divorced males ranging from ages 18 to 34. Currently, Clorox targets its wipes to an undifferentiated market. By shifting the focus to males, Clorox can increase its market share. Males are looking for speed and convenience when purchasing cleaning products. The functional and psychological benefits as well as the level of involvement when purchasing must be considered when developing a successful marketing plan.

Marketing Strategy

To achieve the goals of the marketing plan, Clorox must take into account all aspects of the marketing mix. By redesigning the packaging to show that it is safe for the use of many male-oriented products such as electronics, Clorox will have the potential to increase its sales to the target audience. Competitive pricing is a key issue in maintaining current position in the disposable wipes market. Placement is also a main factor that contributes to male awareness. By placing the Wipes into male-centered areas of stores, Clorox will be able to easily reach these new consumers. Lastly, promotion in male-centered media channels is the best way to increase male product awareness.

Conclusion

By focusing on a concentrated market segment rather than a large undifferentiated market, Clorox will have the potential to increase its sales and market share. Successful implementation will be demonstrated by raising male awareness and will be measured by surveys in both the long and short runs. It is important to keep in mind that the largest consumer group of Clorox is currently females, and therefore, they must not be alienated in the process of carrying out the market plan. After an aggressive two to three week advertising approach, the Company hopes to have a large following of single males ages 18 to 34 that will remain loyal to its brand.

SITUATIONAL ANALYSIS

The Clorox Company’s mission statement is “Great people building great brands around the world.” This mission statement was created as part of the company’s five-year strategic plan. It represents how Clorox strives for growth in the Nondurable Goods industry as well as the great emphasis on its employees. Clorox considers intellectual capital to be its...
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