The Clorox Company Leveraging Green for Growth Case Solution
As we discussing the Sustainable Brands, a Company named Clorox is a US based company that sells its products through mass merchants and retailers like Walmart. The enterprise has a wide variety of its cleansing and whitening products. The company is also focused on corporate social responsibility (CSR) activities. It has invested a significant amount into these activities. Furthermore, the company’s top management believes that the main reasons for its growth are its sustainability activities and working as an environmentally friendly company also the company has a broad range of household brands. Furthermore, the company has an unwavering brand recognition and market position because the regions in which the company is working are following a growing trend that consumers only buy those companies’ products that are developing environmentally friendly operations and are investing in corporate social responsibility (CSR) activities. Furthermore, the organization should reposition its brands to dispose of this adverse consequence and insight by purchasers who imagine that the undertaking involves a few unsafe synthetic substances in its cleaners. The organization needs to make mindfulness among its clients that it doesn’t involve such synthetic compounds in its items.
Clorox had faced numerous issues which they needed to address in their industry related to the brands but rather some more dimensions were creating obstacles for the company and the central problem faced by the company’s brand was the trend which showed a high demand for sustainability. This means that the clients were willing only to buy those companies’ products. This ensured environmental sustainability and CSO. Furthermore, the company followed a defensive spending strategy on their brands including Clorox bleach, Pine Sol and Formula 409. On the contrary, this approach was the exact opposite of the external environment in which they were operating. Therefore, it could also be said that this is an important threat that is disturbing the brand strategy. The economy was facing an economic downturn at the time. As a result, every customer was willing to purchase cheaper products in good quality during this downturn, every company had to cut their prices to keep their customers happy. Apart from this, one of the company’s main challenges was that there was a perception that its cleaning products contained a lot of harmful chemicals which harms people’s skin. Finally, the company faced several challenges before it could launch its product. First, it had to remove the perception that it was an unethical company. Second, it had to decide whether to spend heavily or not on CSR activities and environmental sustainability.
Sources of Brand Equity
As far as the company’s brand recognition is concerned, it has made a strong market share by providing consistently high-quality offerings for its customers. Furthermore, the company attracts customers by providing them with a variety of different ways to buy its products. Furthermore, the company makes brand recognition through TVCs, print ads, and other indirect marketing strategies. Moreover, the clients of the company see it not just as the most effective and most efficient cleaning solution provider but also the best one. Finally, all these elements have built an effective brand positioning for the company. (See Appendix 1)………………………….
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