Revenues of the CleanSpritz all purpose cleaning spray have been continuously declining for the last five years, and management presumes the decline correlates to a growing environmental dilemma among U.S. consumers. CleanSpritz's management team is experimenting numerous options to address the environmental concerns in hopes of reversing the decline in earnings: re-launching the current product; adding a new product which comprises stronger concentrate in a recyclable pouch; adding a brand new stronger concentrate in a dissolvable packet; or maintaining the company status quo.
Students must demonstrate their recommendations for the most effective strategy, keeping in mind the possible hazards of each choice. Evaluate the costs and benefits of being a first mover, pupils learn to demonstrate the relevance of packaging in the marketing mix, and learn about the decision making procedure for a product extension that represents a creative attempt to rejuvenate a brand that is mature. This case may be utilized in courses on marketing management, product management or new product development, or advertising and social responsibility.
PUBLICATION DATE: January 08, 2014 PRODUCT #: 914537-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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