The Clorox Company must decide on the marketing strategy going forward for Green Works, Brita, Burt's Bees and its three sustainable brands. These brands had do otherwise over the past 3 years and each presents multiple courses of action.
Management also needs to gauge the role the sustainable brands play in Clorox's entire Corporate Responsibility strategy along with the consequences they have for the other brands (like Clorox Bleach, 409, and Hidden Valley). The organization has set aggressive financial goals in light of its own forthcoming centennial in 2013. Pupils must appraise whether sustainability is an enduring trend that future increase should be embraced for by Clorox or whether focusing on its core brands, which currently represent 90% of income, is a better approach.
The Clorox Company Leveraging Green for Growth case study solution
PUBLICATION DATE: July 27, 2011 PRODUCT #: 512009-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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