- Clorox could give up the green strategy, as this is an expensive strategy and not one to give short-term returns and focus entirely on leveraging the primary products further to countries outside the U.S to fuel profits and expansion.
- It could continue with its brand Brita but divest from Burt’s Bees and Greenworks as Brita has already been established as a leader in its segment and as a cost effective environment friendly alternative. This position could be further pushed to accelerate growth and market share within the sustainable yet profitable space.
- Also, it could continue investing in and developing its sustainable brands as this is where the future lies. This is what will set Clorox apart from its competitors and has the potential to make Clorox a strong player in the long term.
In my opinion, Clorox should continue to leverage green for growth however not let the increased focus distract them from increasing sales, revenues and market share.
I recommend revamping the existing marketing mix around the sustainable products since clearly the three year old marketing program was not very successful as the product awareness could not achieve a long term position. The products were seen as ‘fads’, not as superior