This Case is about COMPETITION, DEVELOPING EMPLOYEES, PRODUCT DEVELOPMENT, SOCIAL RESPONSIBILITY
PUBLICATION DATE: January 08, 2014 PRODUCT #: 914537-HCB-ENG
CleanSpritz’s sales, all purpose cleaning spray have been steadily decreasing for the last five years, and management considers the decline correlates to a growing environmental issue among U.S. consumers.
CleanSpritz’s management is contemplating numerous alternatives to deal with the environmental issues in hopes of reversing the decline in sales: relaunching the present merchandise; adding a fresh merchandise which contains more powerful concentrate in a recyclable pouch; adding a fresh more powerful concentrate in a dissolvable packet; or keeping the company status quo. Students must present their recommendations for the best strategy, remembering the possible hazards of every option.
Assess the costs and benefits of being a first mover pupils learn to show the value of packaging in the marketing mix, and learn about the decision making procedure for a product extension that signifies a creative effort to rejuvenate a brand that is mature. This case could be utilized in classes on marketing management, product management or new product development, or promotion and social responsibility.