Clorox Case Study: Targeting Modern Parents

Clorox Company Case Summary
The Clorox Company has been in the cleaning product business for 100 years but the modern
consumers are bringing a new challenge. Clorox identified their target audience as the modern
parents between 25 to 40 years old with a dual income and on–the–go lifestyle. These parents are
increasingly busy and wouldn't likely be spending their free time cleaning. Moreover, they aren't
familiar with Clorox's cleaning products. Knowing this, the company sought to start a motivational
and informative campaign for families to spend more time together and laugh about the mess in their
daily life.
Clorox found a number of recent research to help steer their campaign the right way. The research
found that this audience engage in social media extensively, rely on the web to gather information
and is heavily influenced by online recommendations. This insight on ... Show more content on
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If the competitors were also brands that the targeted audience preferred over Clorox, knowing the
reasons for the preference would have helped to better develop Clorox's campaign and products.
Objectives The objectives had a good variety of input (behavioral, attitudinal and informational) and
output types. The behavioral objective was getting modern parents to participate in the campaign by
using social media. Convincing the modern parents to view Clorox as a "powerful solution and
dependable ally" and to see messes more positively were the attitudinal objectives. To produce
informational and shareable content for traditional media (press/feature releases) and social media
(hashtags and/or videos) were the output and informational objectives, respectively.
These objectives, however, lacked details about timeframes and measurable results. Below are some
alternative objectives with said missing components.
To increase social media engagement among modern parents (ages of 25 to 40) by 5% within 12
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Bacteria Escherichia Coli
The purpose of this lab was to study the effectiveness of different antibacterial substances by
measuring the zone of inhibition for the bacteria Escherichia coli. Which 10% soap solution, 10%
household cleaning solution, or 10% disinfectant solution be the most effective in removing
bacteria? This is an important question because it is useful in everyday life by deciding which
solution would be most effective in removing bacteria.
The zone of inhibition, the circular area lacking bacterial growth around the test disk, was used to
study the effectiveness of the antibacterial solution. The compounds used in the experiment were
10% solutions of Febreze, Clorox, Anti–bacterial soap, moisturizing soap, Bactine, and Hydrogen
peroxide.
Our first

Burt Bees Executive Summary
After performing analysis of both Burt bees and Clorox here are my initial thoughts about the
company. The main challenge for Clorox company is to create a brand image as a company which
sells eco–friendly products. The first strategic move was to buy Burt bees, which is well known for
its organic products. But the major problem here is the customer perspective towards Clorox
products. Customers believe that Clorox products, such as bleach, are not environment–friendly and
causes pollution when released into city sewers. Although, Clorox launched green works products,
which are eco–friendlier than its earlier products but due to low brand awareness the customer
perspective remains the same towards Clorox products. Thus, Clorox should try to strengthen its
strategy towards green initiatives by collaborating with Burt bees and realizing synergies to enter the
new and existing markets to promote its brand image and create value for customers. ... Show more
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Clorox will have the opportunity to build their brand image based on Burt bees expertise and
practices. This would bring a positive perspective from the customers who already feel that Burt
bee's products are eco–friendly. By promoting marketing based on experimental results, will make a
strong statement to the customers and would help to create brand awareness. Consequently, this will
increase brand loyalty by winning customers trust and will attract more customers towards Clorox
products. Furthermore, implementing a pricing strategy which is less than its competitors would
help to increase the market share by attracting customers who are not inclined to pay high premiums
for eco–friendly

Comparison and Financial Assessment of eBay, the Clorox...
Comparison and Financial Assessment of eBay, the Clorox Company and Darden Restaurants
Introduction The purpose of this report is to examine three divergent companies operating in
different industries; eBay, The Clorox Company and Darden Restaurants. The report will look
briefly at the background of each firm and undertake a financial analysis looking at a range of issues
in order to compare the companies and then determine the appropriate capital structure for each
company. The financial assessment will include an examination of the debt/equity ratios,
profitability, liabilities and assets as well as risk. The Nature of the Businesses eBay eBay was
founded in 1995 and gained the first mover advantage establishing itself as the first major online
auction site. The firm started out offering its' services as an intermediary, facilitating the auction of
goods by providing a common platform to be used by buyers and sellers. Today the firm has evolved
significantly, operating across the globe with more than 97 million different active users registered
(eBay, 2012). In total, the organization facilitates the sale of more than US $2,000 every second of
every day (eBay, 2012). The growth of the auction service has died classified the development as
well as acquisition strategies to provide services and products that complement the core operations.
For example, the acquisition of PayPal, the online payment provider has complimented the ability
for consumers to pay for goods

What Is Clorox Purchase Burt's Bees?
The Clorox company faces a difficult road as they enter the "green product" segment. Competitors
are aggressively entering the market segment by developing new product lines and purchasing
brands. In order to enter the market, Clorox must overcome the negative associations their products
have within the green community. The company needs to incorporate similar practices of newly
acquired Burt's Bees. Clorox must adhere to the NPA standards of natural products as whole, follow
Burt's Bees pledge of social responsibility and a marketing campaign to change their brand image
from questionable to environmentally friendly. The initial investment of green products is high,
especially when the cost of purchasing Burt's Bees is factored. The company's marketing budget will
increase drastically, but the potential revenue increase is significant. Burt's Bees revenues in 2007
were seven times the revenues in 2000. Customers in the new market are willing to pay 20 to 25% ...
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The research Clorox performed found that 53% percent of consumers are looking to purchase
greener products in the coming year. The Burt's Bee social responsibility strategies created a
positive company image. They award compensation based on energy conservation, and they strive to
reduce their carbon footprint for the greater good. As competition has accelerated their entry into the
market by purchasing green companies the positive social image becomes a greater concern.
Consumers are inclined to pay a higher cost for green products that in turn produce greater profits.
Immense potential exists in the eco–friendly product segment, but the fact remains Clorox brand is
looked upon negatively. The company might not be able to overcome public opinion creating a large
financial loss. Major actions are required in order to triumph over the negative brand

Clorox, the Way Forward
THE WAY FORWARD
Recommendations for Leveraging Sustainability and Optimizing Existing Green Lines
Instructor: Kim Bates Course: Integrative Weekend – W2012 Date: March 4, 2012 Consultants:
Deborah Sue Chee Eva von Biehler Mehdi Tahuri Serhiy Rudak S.Mehmood Ul–Hasan Vern
Puchoon
Executive Summary In the face of consumer changes and current economic conditions, Clorox
must make several key decisions regarding resource allocation and strategic focus across its product
divisions. Specifically, there has been a strong focus since 2006 on product sustainability and green
initiatives. As such, Clorox needs to determine if this is the right strategy to pursue for the long–
term and if it needs to be green organization–wide, not just toward ... Show more content on
Helpwriting.net ...
If Clorox does not restructure its portfolio mix and increase revenue contribution from the growing
markets, it faces the risk of losing sales and its position in those markets. Using its current resources,
Clorox needs to determine how to allocate those resources among its current brand portfolio.
Equally important is determining whether to invest in new product lines or brands. Clorox also has
to decide whether to expand into international markets or focus strictly on expanding its market
share across its brands in the primary U.S. market. Asian, South American, and European markets
offer potential for growth but the cost of expanding into these markets and the limited availability of
financial resources pose concerns with respect to international expansion. Focus on growth versus
profitability is another important strategic decision that needs to be addressed. Clorox projects flat
sales for 2011, which is not a positive indicator for investors'
2
interests and the company performance as a whole. Brands like Green Works have not turned
profitable yet and are decreasing the bottom line. It is important that Clorox determine a balance
between growth and profitability. Since Clorox made the shift toward a socially responsible brand
image it needs to sustain the momentum it created with its initial marketing efforts and continue to
increase awareness among the public about its environmental, social and financial contributions.

Brita Products Company
Case Presentation : The Brita Products Company
Group 8
Prepared by
Ashish Gauba 11P070
Gunjeet Singh 11P078
Himanshu Sehgal 11P080
Ishan Agrawal 11P081
Srinivas R R 11P112
Vignesh K 11P119
Table of Contents Background: 3 ACNielsen Market Simulation Study: 5 Problem Analysis: 6
Customer Lifetime Value Analysis: 8 Ten scenarios of Brita's marketing investment: 9
Recommendations: 10
Background:
The Clorox Company was a major manufacturer and marketer of laundry additives, household
cleaners, charcoal, auto care products, cat litter and home water purifiers. In 1987, Charlie Couric , a
marketing executive, charged ... Show more content on Helpwriting.net ...
The filter had two elements– activated carbon and ion exchange resin. Filtered water tasted better, it
did not deposit scale when boiled and removed harmful heavy metals. But the filter did not screen
out microorganisms such as cryptosporidium and giardia that caused gastro–intestinal diseases. The
pitcher system was sold with a single filter in place. Filters required replacement after filtering 40
gallons of water. Filters were sold in packs of one, three and five.
Consumer Attitudes and Behavior: Over the decade of 1990's, the safety of tap water became a topic
of growing concern to US households. A 1999 survey found that 72% of all respondents and 89% of
young adults voiced some concern about the quality of their household's water supply. A majority of
households used either bottled water or some purification system. The number taking no precautions
declined from 47% in 1995 to 35% in 1999.
Company Strategy: During the 1990s, Brita has built its marketing position using the strategy
"Established in class, first in mass, and alone in grocery." It meant to be established in class, first in
mass, and alone in grocery. This consisted of a line of upscale pitchers called Ultra for department
stores, standard pitcher for mass merchants like Target and Walmart and a bonus pack system and a

5 pack of filters to appeal to club retailers. Brita's competitors were unable to effectively rival Brita
in pitcher sales. To retain its market lead, Brita had to continue to

Assignment On Job Satisfaction
Motivation and Performance Management Latitisha Hendricks Dr. Valery Shumate BUS.322–
Organizational Behavior November 7, 2017 Job Satisfaction and Organizational Commitment
"Compare the difference between job satisfaction and organizational commitment." Job satisfaction
is how happy an individual is with his or her job, their supervisors, coworkers, and the job itself.
According to our textbook, organizational commitment is "the strength of an individual's
identification with an organization." (Nelson and Quick, p.61) In some cases, the individual may not
enjoy or like certain areas of their job, which can affect job satisfaction also. "There are five
dimensions which can lead to satisfaction on the job, they are challenging work, valued rewards,
opportunities for advancement, competent supervision, and supportive coworkers." (Nelson and
Quick, p.58) So how do we know that employees are happy with their jobs? One way to measure job
satisfaction is the Job Descriptive Index(JDI), "by asking employees specific questions and having
them reply with yes, no, or cannot decide". (Nelson and Quick, p.58) The other way to measure job
satisfaction is the MSQ or the Minnesota Satisfaction Questionnaire. By using a five–point scale,
ranging from very dissatisfied to very satisfied., employers are asked to rate their job satisfaction.
(Nelson and Quick, 2015) Based on the five dimensions mentioned earlier, The Clorox Company
offers opportunities for advancement through

Clorox Is Very Effective on Bacteria Essay
Throughout most of history people did not believe in the existence of bacteria. These tiny organisms
that can cause sickness were myth to the people in Europe during the 1400s . Plague and disease
were common everyday things in the dark age. It is now known that the cause of those prevalent
plagues were bacteria.According to Infection control today "Plague claimed an estimated 30 percent
to 50 percent of Europe's 14th century population" ;this is means that half the population perished
due to diseases .These lives could have been saved if the standard of living was improved ,sanitation
and the use of anti bacterial agents(bacteria killing products) were added to everyday life.
thanks to Anton van leeuwenhoek who in July 16,1675 ... Show more content on Helpwriting.net ...
In this project places where the antibacterial agent Clorox is regularly used will be tested for
bacteria growth.Clorox is a household product that most families use while cleaning their
homes.Clorox supposedly cleans 99.9% of all bacteria .what happen to the 1% of bacteria it can't
clean ? ;after a long period of time bacteria will get used being treated by the same chemical it will
build resistibility this is called bacteria resistance .This is a major problem in japan where viruses
mutate and gain a resistance against all the antibiotics thrown at them.Did household bacteria also
gain a endurance to these bacteria killing agents ?. As kassim,3 unseeingly as it seems it might be
true all they cleaning products people buy may not be working on the bacteria or may work to a
certain degree.
By testing bacteria habitat prone areas before and after the use of these antibacterial agents on
bacteria it can clarify whether or not bacteria has

Green Works Case Study: The Clorox Company
With limited green experiences and expertise, Clorox successfully developed Green Works, a line of
environmentally friendly housecleaning products. According to Chairman Knauss, Clorox's
partnership with Sierra Club not only helped the development of Green Works but also helped The
Clorox Company on their sustainability efforts. With Clorox's substantial product development
capabilities and the endorsement from the Sierra Club, Clorox effectively earned the credibility from
the consumers as well as market shares. However, the US cleaner giant encountered some tough
problems and dilemmas in the journey of green branding.
Challenge #1: Brand Reposition
One of the biggest struggles The Clorox Company had to go through is to figure out how to get the
consumers to starting seeing "Clorox" as a "green" company. After decades of producing the strong
and powerful bleach, Clorox is misunderstood of being chemically harmful. The ever growing green
trend has led the consumers to become more aware of their actions and wrongful assumption will
directly affect the purchasing behaviors. Not only the ingredients in Green Works concerns the
consumers, but also the relatively more expensive price of the products influence buying decisions.
Solution #1: Proactive Marketing ... Show more content on Helpwriting.net ...
Initially, Green Works aimed to target a total of 47% of users (Eco Committed, Emerging Eco
Guardians and Personal Purist). The survey, however, did not inquire the average income of the
consumers. One may be very well interested in "living green" but not have the financial capability of
doing so. The sales made in Wal–Mart definitely will not equal to those made in Target or Whole
Food. A new survey with more sales–related questions such as average income of the household and
willingness to switch over to Green Works (given the same effectiveness of competitor's green
products) can help Clorox better analyze their target

The Brita Products Company
I. Executive Summary
The Clorox Company is about to enter a new product market by launching a faucet mounted filter
system in order to maintain its dominance in the water filtration business. To do this in a successful
way, Clorox has to conquer this market with the right entry strategy. Main goal is therefore to gain
market share by targeting the right customer segment and make an appropriate marketing
investment. Also the previous pitcher market leadership must be maintained.
The biggest impediment is that the Clorox enters an already existing market and the dominant
market leader, PUR, has well developed its "PUR Ultimate" system. Moreover Procter & Gamble
are about to take control over PUR. It is also likely that the sale of ... Show more content on
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In the Exhibit 4 we learn that people between the ages of 18 – 44 years care about the water quality
as they raise more concerns about the water quality. The faucet mounted system stands for better
water quality, so this segment is likely to have higher interest in the new product. Especially young
parents care very much about the health of their children.
Consequently, we can make different kinds of promotion and advertisement. Singles can be attracted
by the convenience and crisp taste; young parents by life quality.
Price, Advertising and promotion
We would recommend a price of 34,99$ for the system as the market simulation learned us that unit
sales and perceptions are strong. Further we would spend very high advertising ($ 15 million) and
high promotion ($ 3 million) to attract approach about 1,205,000 first year unit sales. We want to get
into the market quickly and steel m/s. Therefore people need to be aware that Brita launched a
faucet mounted filter system.
Distribution channels
Increase new distribution way and increase new retailers.
We find there is no need for launching line of upscale products in the market. So we can offer the
new system in mass merchandisers as well as in our grocery stores and club stores where our loyal
customers used to find us. We keep on reimbursing retailers

Clorox Bleach Lab Report
Does Bleach Eliminate Bacteria?
Abstract
There are many methods used to destroy bacteria and this experiment tests the affects of Clorox
bleach on bacteria. It will outline the methods used to determine if bleach could, or should be, used
to decrease the amount of bacteria and whether or not this particular method is effective. The
experiment will also test whether the levels of phosphorus and phosphatase in the soil are affected.
The experiment shows that bleach is an effective way of reducing some bacteria, but enough for a
significant difference. Further testing is required to see if bleach alone could be used to eliminate all
bacterial colonies.
Introduction
Phosphorous is a crucial element to all life on Earth. It is found in water, soil, ... Show more content
on Helpwriting.net ...
For the change in phosphate, before and after samples were taken. Soil from Berea Kentucky was
removed from each cup and dried; this was done before and after the experiment. The ammonium
was extracted from the solution and then 1g of soil is added to each before and after tube. 10 mL of
KCl was then added and shaken. Phenolphthalein was added as well as 1N H2SO4. The sample was
transferred to before and after borosilicate tubes. 0.5 mL of reagent, which contains 2.5 N H2SO4
Sulfuric Acid, was added to each tube. They were then transferred to cuvettes and the absorbance
was recorded at 880 nm. For the change in phosphatase, soil was added to each treatment and
control tube. The next day, 4mL of buffer was added to each of the tubes as well as p– nitro phenol
phosphate. After incubation, 1mL of 0.5 M calcium chloride and 4 mL of 0.5 Sodium Hydroxide
were added. They were then placed into the microcenterifuge and the supernatant was removed and
placed into cuvettes. The absorbance was recorded at 410 nm. For the plate count, soil from each
cup was added to treatment and control tubes with sterile saline. The tubes were then diluted to 10–
7. Each sample was then transferred to a petri dish mixture of tryptic soy agar. TSA was added to
each petri dish and incubated over night at 37 degrees

Kingsford Charcoal
Discussion questions for case Kingsford Charcoal 1. Describe the main challenges faced by brand
managers Marcilie Smith Boyle and Allison Warren. Of what relevant trends should they be aware?
Main challenges specifically relevant to brand managers at Kingsford Charcoal: * A slow down in
the growth in the charcoal category from 4% growth to just 2%, which is only predicted to decline
further. *Possibly a symptom of weather conditions or changing consumer trends which lend
themselves toward gas grilling* * A rise in the use of gas grilling (shown through number of
shipments), as opposed to charcoal grilling also may have been a symptom of the underlying
problem, that of the competitor's price increases * The decision of ... Show more content on
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Specifically, what action should they take in regard to pricing, advertising, promotion and
production for the Kingsford brand?
Pricing: It would appear that Kingsford has, from CY99 – CY00 experienced the lowest percentage
increase in price on a weighted average basis (see exhibit 4). Coupled with the concerns from Smith
Boyle that "retailers inevitably resist" price increases, a 3% price increase per year seems a
reasonable standard that the team should avoid exceeding.
However, a proposed plan may be to increase prices within a particular channel, namely the mass
merchandisers. In line with exhibit 3, which shows the only total year volume growth for CY00 in
all channels of 3.5%, an acceptable price increase is 5% for this particular channel. Based on the
weighted average price increases (exhibit 4) of Royal Oak and Private Label, a 5% increase for
Kingsford sits between the increases of the last year that were offered by both these brands,
exempting the instant 15# category.
This seeks to satisfy to some extent Gordon's idea that a price increase may induce short–term
profits, but should not exacerbate Nick Vlahos' concern that a price increase will have a negative
impact on the firm's desire to drive out the Royal Oak brand.
Thus, the proposed prices for products in CY01 in all mass merchandising outlets should be:
Regular 10# = approximately $4.32
Regular 20# = approximately $7.19
Instant 8# = approximately

Non Bleach Brand Extension
Brand extensions afford many companies the ability to introduce new products backed by a brands
affluence, quality, or popularity. This greatly reduces launch costs, as new brand launches can reach
astronomical costs. Ultimately, once a strong customer loyalty is established with one particular
brand, consumers tend to purchase these new products as well (Kotler & Keller, 2016, pg. 325). In
determining whether or not a brand extension will be successful, corporations and marketing
strategists must attempt to build strong correlations between the existing brand and/or product line.
A strong pairing or high–fit brand extension immediately associates a new line or extension with
currently held views of consumers. The more dissimilar a new product ... Show more content on
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Care must be taken no to confuse markets and customers with the addition of new products. The
higher–fitting a product is to current market offerings the easier it is for consumers to buy into the
product. If studies determine a weaker association, companies must focus on advertising efforts to
inform and education consumer markets if they have any hope of successfully promoting brand
extension.
References
Kim, J., & Yoon, H. J. (2013). Association Ambiguity in Brand Extension. Journal of Advertising,
358–370.
Kotler, P., & Keller, K. (2016). Marketing Managment, 15th Edition. Upper Saddle River: Pearson
Education, Inc.
Robertson, J. (1992). Building Brand Equity at the Clorox Company. Planning Review,

Clorox Case Analysis Essay
THE WAY FORWARD
Recommendations for Leveraging Sustainability and Optimizing Existing Green Lines
Instructor: Kim Bates Course: Integrative Weekend – W2012 Date: March 4, 2012 Consultants:
Deborah Sue Chee Eva von Biehler Mehdi Tahuri Serhiy Rudak S.Mehmood Ul–Hasan Vern
Puchoon
Executive Summary In the face of consumer changes and current economic conditions, Clorox
must make several key decisions regarding resource allocation and strategic focus across its product
divisions. Specifically, there has been a strong focus since 2006 on product sustainability and green
initiatives. As such, Clorox needs to determine if this is the right strategy to pursue for the long–
term and if it needs to be green organization–wide, not just toward ... Show more content on
Helpwriting.net ...
If Clorox does not restructure its portfolio mix and increase revenue contribution from the growing
markets, it faces the risk of losing sales and its position in those markets. Using its current resources,
Clorox needs to determine how to allocate those resources among its current brand portfolio.
Equally important is determining whether to invest in new product lines or brands. Clorox also has
to decide whether to expand into international markets or focus strictly on expanding its market
share across its brands in the primary U.S. market. Asian, South American, and European markets
offer potential for growth but the cost of expanding into these markets and the limited availability of
financial resources pose concerns with respect to international expansion. Focus on growth versus
profitability is another important strategic decision that needs to be addressed. Clorox projects flat
sales for 2011, which is not a positive indicator for investors'
2
interests and the company performance as a whole. Brands like Green Works have not turned
profitable yet and are decreasing the bottom line. It is important that Clorox determine a balance
between growth and profitability. Since Clorox made the shift toward a socially responsible brand
image it needs to sustain the momentum it created with its initial marketing efforts and continue to
increase awareness among the public about its environmental, social and financial contributions.

Clorox
In recent years Clorox's primary products have reached maturity & it has spent heavily on acquiring,
R&D, manufacturing, marketing of sustainable but not too profitable products. The growth rate of
green products has slowed down lately however potential for such products stays strong. To expand
and survive in the marketplace the company needs to reinvent and look at building a long–term
competitive position by focusing on consumer megatrends of health, wellness and environmental
sustainability, which is also the aim of its centennial strategy. The main issue is whether Clorox
should continue to leverage growth around it sustainable products or focus on just lowering costs
and increasing profitability in the short term.
Alternatives ... Show more content on Helpwriting.net ...
Clorox could adopt a mix of a cost effective and differentiation strategy for its ecological products.
Cost cutting could be in the form of decreasing the quantity per unit or consolidating the current
product line. Additionally, the management mentioned internationalization as one of the targets of
the centennial strategy. The company can look to penetrate the developing economies with their
established primary brands such as Pine–sol, Formula 409 as these products have reached maturity
in the US. Their low prices and effectiveness can help the company's global aspirations along with
supporting the long–term strategy by keeping the sales and revenues consistent.
Cons & Challenges:
– General perception of natural products being not that natural and environment friendly, expensive
and not good at getting the job done presents Clorox with a challenge that it needs to break out of.
In the case of both Burt's Bees and Greenworks due to unawareness people are less willing to try
them and tend to go towards traditional cleaners or completely natural homemade cleaners.
– Clorox's inability to convert the desire of consumers to buy natural products into a considerable
market share and loyalty to their products.
– The company also has an inconsistent image where it is selling 'toxic' household cleaners on one
hand and natural products on the other. The

Burt's Bees Case Analysis
Mary Joy dela Cruz
Management Case: "Keeping the Buzz at Burt's and Bees" I. Background
Burt's Bees is an American personal care products company that describes itself as an "Earth
friendly, Natural Personal Care Company" making products for personal care, health, beauty, and
personal hygiene. As of 2007, they manufactured over 197 products for facial and body skin care,
lip care, hair care, baby care, men's grooming, and outdoor remedies[1] distributed in nearly 30,000
retail outlets including grocery stores and drug store chains across different countries. The original
vision of Burt's Bees founder Roxanne Quimby was to ultimately reach "everyone, everywhere".
The opportunity to grow its brand in the mass market is a lucrative ... Show more content on
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But just as Ben & Jerry's has tried to stay true to its roots after being purchased by Unilever,
Burt's Bees is, by all accounts, still driven by its founding mission: "to create natural, Earth–friendly
personal care products formulated to help you maximize your well–being and that of the world
around you." Only now, thanks to deep pockets and Clorox's distribution machine, it might push the
industry towards 'all natural' even faster.
Brand identity is an important action to branding. It is what the consumers are expected to perceive
a company's product and its brand. With Brand identity, Burt's Bees could distinguish it from other
competitors, and highlight its brand and products characteristic to create and maintain the
competitive advantage.
IV. Recommendation
Burt's Bees is in the growth stage. Together with the market's strong interest in environmental
awareness today, Burt's Bees has a great potential however, it must be accompanied by great
advertisements and not just through social media.
I recommend on a rebranding strategy to increase and strengthen the brand with the long term aim
of expanding the brand within the mass market. I believe that the number one issue for Burt's Bees'
is to grow the brand without compromising the product i.e. ingredients. Burt Bee's can still use the
concept of the "for the Greater Good" but with much better

Marketing Plan Clorox
MARKETING PLAN FOR CLOROX
DISINFECTING WIPES
PREPRARED FOR:
Professor Schermerhorn
TEAM 8:
MATT BARRAN, JEFF BELL, MICHELLE BELNA,
HEATHER BERRINGER, MATT BEY
MAY 7, 2004
TABLE OF CONTENTS
EXECUTIVE SUMMARY 3
SITUATIONAL ANALYSIS 4
Industry Forces 4
Company Information 5
Environmental Factors 6
Collaborators 7
Competitors 7
Conclusion 8
CUSTOMER SEGMENTATION 9
Involvement Needed 9
Customer Desires 9
Functional Benefits 9
Psychological Benefits 10
Buying Habits 10
Conclusion 11
MARKETING STRATEGY FOR CLOROX DISINFECTING WIPES 12
Repositioning 12
Product 12
Price 13
Place 13
Promotion 14

Measuring Plan Success 16
Conclusion 17
WORKS CITED 21
Appendix A: Business Law I
Appendix B: ... Show more content on Helpwriting.net ...
Since 1913, Clorox has had a reputation of leading the industry with its products.
This situational analysis includes industry forces, company statistics and financial information, a list
of environmental factors that deal with how the company operates, and competitor information.
Industry Forces
The Clorox Company does business within the industry of Nondurable Goods; especially relevant to
the product of Disinfecting Wipes, the company is associated with the sub–industry of Household
Products. Two significant forces should be considered when examining the industry and individual
companies within this industry: innovation and competition.
Threat of Substitutes and Innovation
The threat of substitutes for the Household Products of the Nondurables Industry is high. As
mentioned before, each company produces a product that is very similar to its competitors.
Customers also have high bargaining power in that they can buy substitute products such as paper
towels and disinfecting sprays. If a company does not spend time and effort marketing its products,
consumers will not be able to differentiate them from a competitor.
The typical household product has a life of approximately five years from the conception of the
product until it is stripped from shelves. The product will go through one to two years of
development, testing, and marketing. It will then

Arguments Against Individualism
We as a society have been presented with the question of whether or not individual action is a valid
solution in the midst of the debate on "environmentalism." Can we as individuals still contribute to
reducing climate change with individual action such as riding a bike? In the article
"Individualization: Plant a Tree, Buy a Bike, Save the world, the author Michael F. Maniates
analyzes this question in regards to individuals participating in green consumerism. In response to
the growing trend of green consumerism companies have started producing "green" products in
order to keep up with consumer demand. On the surface this seems like a step forward to a
sustainable future, however "green" products like to advertise their "eco–friendliness" ... Show more
Clorox Produces various cleaning products such as bleach and all–purpose cleaner. In 2008 Clorox
unveiled a line of cleaning products called "Clorox GreenWorks." GreenWorks products claim to
use natural ingredients making the products eco–friendly. However, the Clorox GreenWorks
campaign contains elements of greenwashing. While GreenWorks products contain natural
ingredients, the containers themselves are made of plastic and are still disposed of. Furthermore, the
ingredient "corn–based ethanol", found in GreenWorks products, has been shown to be
environmentally toxic. After researching the product further, I noticed that Clorox had committed a
few of the sins of greenwashing. The first sin in question is the sin of no proof: an environmental
claim that cannot be substantiated by easily accessible supporting information or by a reliable third–
party certification. Clorox claims that 96% of its ingredients are naturally derived, however I
couldn't find any evidence to support this claim on their website. The Natural Products Association
also hasn't certified Clorox's GreenWorks laundry detergent which raises more questions. Next, the
sin of vagueness: A claim that is so poorly defined or broad that its real meaning is likely to be
misunderstood by the consumer. For instance Clorox, and many other companies, uses the word
"natural" in a lot of their products. Clorox fails to elaborate on what they mean by "natural". Natural
doesn't necessarily mean

Chemical Reagents Lab
In our third experiment, we observed and recorded different household chemicals and their reactions
with chemical reagents. The purpose of this lab was to sharpen our powers of observations and
deduce from observed reaction to identify household chemicals. The investigation allowed us to
make comparisons of reactions and pattern recognitions. The four household chemicals used in the
experiment are Lysol Toilet Bowl Cleaner, baking soda (Arm & Hammer), Vanish Crystal Bowl
Cleaner, and Clorox Liquid Bleach. These chemicals were reacted with five reagents including blue
food color, 0.1 M Silver nitrate, 0.1% thymol blue, 1.0 M Calcium chloride, and 6 M hydrochloric
acid. Lysol Toilet Bowl Cleaner's (9.5% hydrochloric acid) was first discovered ... Show more
With silver nitrate, the solution formed a yellow greenish precipitate and with thymol blue changed
the color from clear to green colored solution. With calcium chloride white ppt was formed and with
hydrochloric acid gas was formed. The Vanish Crystal Bowl Cleaner with blue food coloring color
changed from blue to green and with the thymol blue, a pink solution is formed. With Sliver nitrate
changed color from blue to white. The Vanish demonstrated characteristics of chemical changes
through color changes as well. The Clorox Liquid Bleach reacted with all reagents except HCl. With
the blue food changed color from clear to blue and formed a solid white precipitate with silver
nitrate. Also with thymol blue changed from clear to yellow solution. However, chemically speaking
hydrochloric acid and the bleach form a toxic gas when combined. Clorox and with calcium chloride
formed a cloudy solution. At the end, it is observed that thymol blue, silver nitrate, and blue food
coloring showed more reactivity than the other reagents because it reacted with all the household
chemicals. Calcium chloride and hydrochloric acid did not indicate any significant reactive factors
with the household chemicals, due to the higher they are on the activity

Clorox Case Study
Summary This market study was based on the well–established Clorox Company which had
originally started in 1913. In 2006, after the placement of the new CEO, the company had developed
a strategic plan to position them for their 100th anniversary in 2013. The plan was titled "The
Centennial Strategy" which focused on long–term accelerated growth and developed metrics to
measure the success of the plan. The plan focused on accelerated sales growth which would come
from extending existing brands to adjacent categories, entering new sales channels with its existing
brands and increasing penetration in countries where Clorox already did business. The Clorox
Company developed a "3D" structure consisting of desire, decide and delight. This ... Show more
Also, during times of recession, customers typically focus on saving money and not on sustainability
issues. The Clorox Company's acquisition of Burt's Bees in 2007 allowed the company to expand
into a natural product business platform which fit into their Centennial Strategy. This product line
though was marketed as a stand–alone product and was not associated with the Clorox brand name.
Based on Exhibit 9 of the market study, the market share that Burt's Bees held was 7.9% which was
only 2.3% shares away from the market leader Aveda. Even though this product line was ranked #4
in the natural personal care brands, it only accounted for 4% of Clorox's total sales. As pointed out
with Brita, sales soften in this category during times of recession. The launch of the Green Works
brand allowed Clorox to stay in their core product line of cleaning supplies while targeting the
sustainability sector of the market. The company has experienced success with awareness and repeat
customers in the trial runs of this product line but Clorox has not penetrated enough of the market to
increase market share. This product category fits Clorox's Centennial Strategy of existing brands to
adjacent categories. Possible Solutions There are several areas that Clorox could improve and/or
change to overcome its current challenges so that they will be in a better position to meet their
strategic plans

Clorox Case Study
Clorox currently faces two challenges. First is how to turn Burt's Bees into a mainstream American
brand and second is how to move towards more environment friendly business practices and
develop eco–friendly products, helping company improve brand image among customers. To
position Burt's Bees as market leader for green products, the company should invest its cash
reserves in developing new improved natural products and start selling all Burt's Bees products
through big stores such as Walmart. In order to improve brand image of Clorox, the company should
research Burt's Bees ways of functioning and incorporate some of their strategies to make its supply
chain more sustainable. The company should run an ad campaign to educate people about

The Effects of Different Disinfectants on Bacteria Essay
I chose to do the effects of different disinfectants on bacteria because I have always wondered if
disinfectants such as Clorox, Lysol, and hand sanitizer actually kill 99.9 percent of germs. Also, I
know that there are harsh chemicals that can be damaging to us over time. Do these harsh chemicals
get the job done? Maybe taking a green, organic way could be the solution in the future. My main
question is which is the better disinfectant, Clorox Disinfecting Wipes or Lysol Disinfecting Wipes.
I want to uncover the truth about each product and show the reality of both. Are they really getting
the job done?
Household bacteria have always been a problem. Millions of people each year get some sort of
sickness from bacteria in their kitchen, ... Show more content on Helpwriting.net ...
It serves as a solvent. The pros of water are that it is odorless, colorless, and flavorless.
Hexoxyethanol is also included in Clorox wipes. Hexoxyethanol is also used as a solvent and a
grease remover in household and industrial cleaners. Alkyl C12–18 dimethylbenzyl ammonium
chloride is used in cleaning products for their antimicrobial abilities. Princeton University defines
antimicrobial as, "
Capable of destroying or inhibiting the growth of disease–causing microorganisms." Alkyl C12–14
dimethyl ethylbenzyl ammonium chlorides are cleaning agents added to EPA registered cleaning
products for disinfecting or for helping to preserve the formula. This chemical helps the product
maintain its potency while inside the bottle. C12–14 Alcohols Ethoxylated Proproxylated are
cleaning agents that have strong ability to cut through grease and other messes. Citric acid is a
natural acid. It is used as a builder in laundry detergents, dishwashing products, and hard surface
cleaners. It is effective in cleaning soap scum and mineral scale deposits left by hard water on
fixtures such as toilets, bathtubs and sinks. This acid does most of the disinfecting. Fragrances and
perfumes are mixtures of fragrant oils, aroma compounds, fixatives and solvents. They are used in
cleaning products to add a particular scent such as lavender or lemon. They are added to clothes and
homes to mask unpleasant odors. Clorox provides a separate list of all the

Comparison Of Clorox Performance Bleach
Get all materials prepared. Take one shot glass and fill it with 2 teaspoons of clorox performance
bleach. Take the other 4 shot glasses and fill each with 2 teaspoons of each separate solution–
hydrogen peroxide, vinegar, beer, and water. Place 5 radish seeds into each shot glass. Let the shot
glasses sit for 24 hours in a room temperature area as the seeds soak. After 24 hours, take out the
seeds and rinse them separately under water to get rid of excess solution. Take the bowl of water and
the paper towels. Submerge your hand in the water, then pat the paper towel with your hand, to
dampen the towels before planting but not to the point where the towels are soaked. Do this for each
group of seeds soaked in the solutions (5). Place 5 seeds

Designing Household Cleaning Agent : Clorox Bleach
Our group was interested in this Chemical because it is a very common, readily used household
cleaning agent. Originally we chose Clorox bleach because it is commonly referred to as highly
toxic and lethal. We wanted to know more about its chemical makeup to better understand the
dangers that come while using Clorox bleach.
History:
The active ingredient in household bleach is Sodium hypochlorite, and it was discovered by the
French chemist Berthollet, in Javel on the outside of Paris, in 1787. He discovered that this chemical
had the ability to whiten material quickly and put the product to commercial use in 1914 with great
success. There was little known about what Clorox liquid bleach could do when it was first
invented. It made its debut in 1913 and began just as an institutional product. Produced initially by
the Electro–Alkaline Company, it was the efforts of 5 businessmen that invested $100 that got the
first products off the ground. One year later, concentrated bleach is being produced under the Clorox
name, but the wife of the company's first general manager, William Murray, wanted a lower level
strength for home use. The company began producing the lower strength bleach. Fortunately for the
company, the Murrays also owned a grocery store in Oakland, CA, and they began handing out
samples of the product to be used. It became a hit and by 1917, the Clorox booth at the California
State Fair is flooded with interested people to watch their demonstrations. By the

Essay On How To Clean Your Home
HOW YOU SHOULD CLEAN YOUR HOME
Cleaning Up After Pets
Keep pet hair & stains under control with these easy steps.
Dust wipes for hair
Keeping dog hair under control is a breeze with Clorox® Triple Action Dust Wipes.
Use the extra–large size (which fits on sweepers) to quickly clean pet hair from hardwood and tile
floors. Start on the edge of the room and sweep or wipe your way in toward the center.
Use the regular–size for stairways. Begin on the top stair, wiping pet hair out of the corners. As you
work ... Show more content on Helpwriting.net ...
Spray Clorox® Urine Remover directly onto the stained or smelly area and simply allow to air dry.
(Don't rinse the product into a storm drain, lake, stream or other body of water.)
Clorox® Regular–Bleach for disinfecting pet's toys & bowls*
If you don't like slimy dog toys and dirty dog food dishes, how do you think your dog feels? It's easy
to keep these items sanitized with Clorox® Regular–Bleach. Here's how:
In a plastic dishpan, add 2 teaspoons Clorox® Regular–Bleach to one gallon of water and stir to
mix.
Add pre–washed pet bowls and plastic dog toys to the bleach and water solution, and let them soak
for two minutes.
After 2 minutes, drain and air dry.
*use as directed and keep away from children
Clorox® Regular–Bleach for disinfecting pet's toys & bowls* If you don't like slimy dog toys and
dirty dog food dishes, how do you think your dog feels? It's easy to keep these items sanitized with
Clorox® Regular–Bleach. Here's how:
In a plastic dishpan, add 2 teaspoons Clorox® Regular–Bleach to one gallon of water and stir to
mix.
Add pre–washed pet bowls

Viaks Nyquil Commercial Analysis
Vicks NyQuil (15 seconds) https://www.youtube.com/watch?v=hZNycdv_LU8 This commercial is
promoting Vicks NyQuil medicine. The commercial opens with a man who is coughing. The man
opens a door and says, "Dave, I am sorry to interrupt. I got to take a sick day tomorrow" (Vicks,
2015). The commercial then presents Dave, who happens to be a baby. The narrator states, "Dads do
not take sick days. Dads take NyQuil severe" (Vicks, 2015). Attention: The commercial grabs the
viewer's attention by having a baby as one of the actors. The viewer might have thought the man
was asking his boss for a day off. In reality, the man was asking his son for a day off. Therefore, this
causes the viewer to pay attention since this is a unique scene. Retention: ... Show more content on
Helpwriting.net ...
The famous actress Selena Gomez is the spokesperson for this shampoo product. Selena expresses
her struggles on maintaining healthy long hair. Strands of hair would easily break off. After using
Pantene Pro–V formula, Selena's hair is now "unbreakable" (Pantene, 2016). Therefore, allowing
her to love her hair longer. Attention: The commercial gains the audience's attention by utilizing a
popular celebrity. In addition, Selena's music is playing in the background which causes the viewers
to pay attention. Reproduction: Viewers are likely to reproduce the action because Selena Gomez
uses the product. Since Selena has found positive results after using the product, viewers will be
influenced to use the product. Motivation: Viewers are motivated to use the Pantene product because
Selena Gomez's hair looks fabulous after using it. Viewers believe that if they use the product they
will also see positive results just like Selena Gomez. Clorox (33 seconds)

Clorox Incident Investigation
Example #1: Immediately following the incident First and foremost, I want to state that our most
important priority is the safety and health of all employees here at Clorox and the entire affected
community. We are working closely with local officials right now to find out exactly what has
happened. We are working to figure out why this is happening and what measures must be taken to
fix it. Right now we do not know what caused the incident. What we do know is that at seven
o'clock this morning..... (type in incident here). Please know it is our full intention to release the
most accurate information to you as soon as we can. However, we are still unaware of the complete
ramifications of the situation. We will release more information as ... Show more content on
Helpwriting.net ...
Although we do not yet fully understand the entire scale of the incident, what we do know is... (type
in situation here). We expect to determine the cause and ramifications of the event as we continue
our investigation. As we move forward we intend to... (type in action). As we move along it is our
intent to keep you up to date on the progress being made here at Clorox. If you need to contact us
we have an emergency line for all employees and family members at...(enter contact info). Example
#3: The Day Following the Incident The past twenty–four hours have been a difficult time for
Clorox but also for our employees, their families and the entire community. In time we have come to
understand the incident in more detail. We know that today, (what happened, to who, who was
affect, etc.). We are still searching for more complete and accurate information about the incident.
We have contacted and worked with all involved parties and our hearts are with them. We will
continue to provide updates as we receive them. In the meantime, if anyone has any questions we
will try to answer them at... (contact

Mrs Killer Theory
OK Mr. and or Mrs. Killer. I've got a good theory so you better listen closely because I'm only going
to tell it once. This is how I believe you killed Kai. To begin this terrible game of yours, you first left
a note in Kai's bedroom saying specifically, "You've been invited to the Kanata suite for some
R&R," as well as a complementary bottle of water inside of his room. Little did he know that the
bottle of water was filled with sodium hypochlorite, a chemical commonly found in bleach, water
purifiers, and cleaning products. Of course he wouldn't know any better. Why should he? At this
point, all of the guests believe that they are having some fun time at a beautiful resort. Kai downed
the bottle of 'water' before heading towards the Kanata suite, leaving the empty water bottle with a
strong smell behind, thus sealing his fate as being ... Show more content on Helpwriting.net ...
Bringing their blowtorch, as well as toy lightsaber with them, they began to burn away the skin of
Kai near where his heart would be. For fun, the killer would stick a lightsaber into the hole near his
heart where his skin is completely charred and burnt, and using their strength, force the toy
lightsaber to go through his back as well. Of course, Kai was already dead, so no blood was found
anywhere, but at this point, the killer, realizing that the rest of guests would be approaching this
suite soon due to their request that they made Moseby said earlier begins to panic. They would
quickly throw their blowtorch underneath the bed, and would carry the jug of Clorox with them.
While rushing out, the killer themselves would leave some droplets some droplets of Clorox behind
due to their rush, turning off the lights in the suite before running to the laundry room, leaving the
jug next to the bottle of Clorox bleach in the with the lid off where they got the Clorox in the first

DonT Cry About Ick Laugh It Up With Clorox Case Study
Evaluation is the most rewarding aspects of creating a campaign; you finally can reap the benefits of
the hard work up to this point. For the "Don't Cry About Ick...Laugh It Up With Clorox" campaign,
reaching or exceeding the set outcomes from the objectives measured and explained success. The
evaluation measures were based on collection of analytics from the social media sites. The team's
measurement looked at outcomes as opposed to outputs. The team evaluated impressions and
engagement with the generated content.
Ultimately, the campaign increased connection, conversation and interaction, in addition to shifting
brand perception. The results of these specific increases from PRSA's case summary are detailed
below:
Increased connection ... Show more content on Helpwriting.net ...
Additionally, visitors expressed a 10 percent increase in brand favorability.
From these results, it is obvious the campaign met and exceeded the team's established goal and
objectives. New Responsibles were now openly discussing and referencing Clorox and its products
in their on– and off–line conversations. Additionally, there was a change in purchase interest and
brand favorability. Consumers were willing and wanting to purchase Clorox products.
MY PERSPECTIVE
After considering the research, planning, implementation and evaluation of Clorox and Ketchum's
"Don't Cry Over Ick...Laugh IT UP With Clorox" campaign, I agree that it was effective and award
worthy. Throughout this critique, I discussed the strengths and weaknesses of the campaign,
occasionally inserting my own opinions as to what could have been done differently. I believe that
the strengths outweighed the weaknesses. Overall, the campaign's attention to detail, creative nature
and integration of online and offline strategies made this program a compelling award entry.
Together, Clorox and Ketchum were able identify the generation gap in Clorox's brand relevancy
and then close that gap by marketing with Millennials. The team's attention to detail and creativity
was crucial in the creation of the Ick–tionary campaign. The PRSA summary of the campaign did
not mention that within this campaign the brand overhauled most of its websites to make the
information and design more informal and

Clorox Portfolio Analysis
Clorox Company (Clorox) is a company with publicly–traded shares and it has operations in four
different sectors; Household, Cleaning, International and Lifestyle. Clorox's main products include
Healthlink, Clorox Healthcare, Green Works and Pine–Sol products among others. In this research
paper, a strategic assessment and organizational analysis of Clorox Company is carried out. The
organizational analysis covers financial position, industry and competitors, organization situation
and strategic recommendations from a managerial perspective.
Clorox Financial Condition
The current ratio of Clorox is 1.27 meaning that it has more current assets as compared to the
current liabilities which is good for business as it shows that the company has ... Show more content
on Helpwriting.net ...
This initiative creates an impression of an environmentally friendly company hence creating a
greater appeal for the company's products. Colgate–Palmolive created 275 new products and
introduced them to global markets in the last five years. The company then ensured product
presence by building factories in China and Europe.
S.C Johnson & Son Inc. has a business–level strategy that focusses on environmental protection.
According to Green Choices SC Johnson 2013 Public Sustainability Report the company is focusing
on minimization of landfill waste, reducing greenhouse gas emission and improving on product
chemistry. The company also wants to continue on improving product packaging to ensure that they
are attractive to consumers and that they are environmentally friendly. SC Johnson launched two
wind turbines in its largest manufacturing facility, these together with the existing cogeneration units
enables the facility to generate 100 percent of its power need onsite (SC Johnson, 2010). With
generation of power through renewable sources the company experiences low power costs resulting
in cost savings. The company launched a five year strategy which aims at ensuring less waste,
creating winning products and reducing environmental footprints. SC Johnson is

Green Works Executive Summary
Executive Summary: Decreasing revenue for our Green Works product line puts us in a conundrum.
Do we continue pouring advertising dollars into a product with a majority market share but
unimpressive returns, or should we stop, thus sacrificing our desirable position in a market with
massive growth potential?
Strategic Alternative One: Market Green Works extensively.
Relevant Facts:
53% of consumers expressed desire to switch to eco–friendly products as of 2007. In today's more
environmentally conscious culture, that number has probably increased.
A year after launch, Green Works had the largest share of the eco–friendly market (42%) due to the
ethos of the Clorox brand, and the quality and price of the product.
Now that the recession is over, ... Show more content on Helpwriting.net ...
With our projected declines, investing in Green Works may not be the smartest investment decision.
Strategic Alternative Three: Discontinue Green Works and stop marketing.
Relevant Facts:
Clorox is a massive company and home care products make up 17% of our brand portfolio; Green
Works is a small fraction of that 17% (Exhibit 4).
Green Works makes $2 billion in revenues.
There are other strong, well established competitors in the segment.
Main competitors (Seventh Generation, Method) are not producing competitive ads.
Pros:
Having or losing Green Works as one of our brands will not make or break our portfolio.
Terminating this product will free up funds to market and/or invest in other products.
Allows us to invest more in products with immediate returns (i.e. Clorox Bleach).
Cons:
Discontinuing Green Works reflects poorly on our responsible and eco–friendly image.
This will definitively cut out a huge potential for market growth.
We lose our 42% market share in a segment with growth potential.
We would miss an opportunity to take advantage of a market in which our main competitors are not
being very competitive.
We would lose $2 billion in terminating Green

Market Share
Whitney Williams MKT 428 MW 2:00–3:15 September 20, 2008 The Brita Products Company John
Deighton January 15, 2002 1. To what do you attribute Brita's success? It is owned by a well
established and successful company, Clorox. They own a large amount of market share. Each pitcher
sale starts a flow of filter sales. Their customer lifetime value was remarkable. The retention rate is
also a high 80%. They didn't give up in the early years when sales were very slow because they
believed in their product. They have a large advertising budget. They focused advertising equally on
how it worked and tasted. They were so much bigger than all of their competitors, and no one could
really compete on their level. ... Show more content on Helpwriting.net ...
Conclusion Couric's final decision should be to put the weight of their resources behind building a
whole new installed base in faucet–mounts. Reason Launching a new product line of mounted–
faucets will increase Brita's market share and have a positive impact on revenues. Evidence After
calculating customer lifetime value and net present value for each scenario, I chose to go ahead and
launch the faucet–mount because it had the highest CLTV and NPV. The numbers show that it will
be a successful product and have a positive impact on Brita. The ACNielsen Vantis study proved that
the faucet could live side–by–side with the pitcher and that it would increase the likelihood of
buying a product from the Brita line. Because Brita has already acquired about 80% of the market
they have a huge advantage over their competition. They already have a steady customer base and
can use that as a starting point when launching the faucet–mounts. Brita is unique because they use
"great taste" as their advertising strategy while everyone else uses contaminant elimination. So far, it
has been a successful strategy for Brita and they should continue to use that to promote their
products. In the following pages you will see my calculations and reasoning behind choosing to
launch the

How Technology Affects The Environment
With the change in living trends in todays modernized society there is an appeal for such products to
"go green." Clorox's new line, Green Works, attracts a special ground of today's nature friendly and
environment oriented consumers who do not want to buy products from companies that cause bad
effects on the environment. With the help of the media and people, they have put a good perception
of the company in the minds of the consumers. The most important factor is to keep the consumer
behavior in mind by using cell phones, videos, social networking campaigns through newspapers
and radios to build the brand value for the company and its products. However, the company has
controversy allegations that may cause problems for the company such as the prices of the products,
skeptism of how well the products will work mainly because most people see Clorox as a "bleach"
company and some students may just not care enough about the eco–friendly products. Clorox has
been in the business of cleaning products for generations. With its Green Works product line, Clorox
has now changed its consumer base. The Clorox Company leveraged its company towards the
household–cleaning category to develop a new platform of natural cleaning products called "Green
Works." Green Work's products are made from "natural, plant–based ingredients." However because
Clorox is seen as a "bleach company" it faces many obstacles. Before Clorox created Green Works
there have been other eco–friendly products that

Business
MGT–520
Team: McDream
Eunkyu Yang, Seung Jae Kwak, Kijin Ryan Lee, Ah Reum Kwon, Go Eun Lyu
The Brita Products Company
1. To what do you attribute Brita's success?
The success of Brita in the United States was due to the innovative product model as well as the
great marketing support from a well–established manufacturer and marketer, The Clorox Company.
Although the company struggled the first few years with low sales volume, however, they believed
that a Brita consumer would have a remarkable lifetime value, resulting in the retention rate of 80%.
Not only their retention rate was high, Brita's market share had been steady in the range of 65% and
75%, which made them a dominant market player in the system and filter market. ... Show more
Whether it is a pitcher or a faucet–mounted system, the users need filters periodically and in order to
increase the filter sales, the company should focus on selling the system units. As people become
more interested in the quality of tap water and their well–being [Exhibit 4], PUR's advanced
filtering technology has been in the limelight and the market for faucet–mounted system has been
expanded.
Because of these reasons, Brita Company is considering launching the new faucet–mounts.
[Exhibit 4] Water Quality : Consumer Attributes and Behavior
Expressed concerns about household water quality (% of respondents) | 1995 | 1997 | 1999 |
Expressed any concern | 75 | 75 | 72 | Health contaminants(net) | 54 | 50 | 48 | Bacteria | | | 9 |
Aesthetics(net) | 61 | 60 | 56 | Smell and/or taste | 45 | 42 | 40 | Appearance | 33 | 26 | 26 | Hardness |
38 | 39 | 36 | Sediments | 43 | 40 | 38 |
Expressed concerns about household water quality by age in 1999(% of respondents) | 18–24 | 25–
34 | 35–44 | 45–54 | 55–64 | 65+ | Expressed any concern | 89 | 79 | 79 | 70 | 59 | 56 | Health
contaminants | 67 | 56 | 58 | 45 | 36 | 25 |
4. How will you defend against the new competition? What other alternative strategic choices one
could come up with? Among them, what would be the best solution of your choice that is most

effective to fight against the new competition?
A. Keep the focus on building

Tui Mod 4 Case
1) Based on the readings of the Module, and upon reviewing total debt/equity ratios, company betas,
profitability ratios, company revenue, assets, and liabilities, and the nature of the operations of the
companies including the nature of their customers and products, what would you recommend should
the capital structure (total liabilities or debt and equity proportions) be for each of the three
companies? I don't know how to even answer this question and it makes me frustrated. 2) In your
report, please include the information together with other information that you think is necessary to
above question: 3) ●The nature of the business in brief (all three companies) Ebay – "World's largest
online marketplace" Where anyone can sell or ... Show more content on Helpwriting.net ...
14) ☼Discuss the advantages and disadvantages of debt financing and of equity financing
Advantages to debt financing is that the debt gets paid off and the risk that you invest in will end up
helping pay off the debt. Disadvantages is that if there is no high risk then the amount of return is
not as high. Also the company's stock may fall and put the person more into debt. 15) ☼Identify and
discuss the concept of optimal capital structure In finance, capital structure refers to the way a
corporation finances its assets through some combination of equity, debt, or hybrid securities. A
firm's capital structure is then the composition or 'structure' of its liabilities. For example, a firm that
sells $20 billion in equity and $80 billion in debt is said to be 20% equity–financed and 80% debt–
financed. The firm's ratio of debt to total financing, 80% in this example, is referred to as the firm's
leverage. In reality, capital structure may be highly complex and include dozens of sources. Gearing
Ratio is the proportion of the capital employed of the firm which come from outside of the business
finance, e.g. by taking a short term loan etc. – Take what you can from this. 16) Please provide your
evaluation of the Module 4 Case Assignment in brief. Case 4 was an introduction to applying my
knowledge to statistics on the way a company operates when invested into.

Clorox Industry Analysis
The Phases of Industry
When you take a moment to ponder, how many companies can you think of have survived for over a
century? Very few have managed to stay in business for ten, twenty, or even fifty years. Most
importantly, how many have made a significant difference. The Clorox Company has earned
customers respect and trust since 1913. Clorox is best–known for its namesake bleach, but there is a
significant chance you've to have a lot more than just one Clorox product in your house. Clorox
mission is building lifelong customer loyalty through marketing and superior performance of its
products. Therefore part of the Clorox growth strategy is to enter into growing markets that are
consistent with customers and acquire those buseinss that have the right trends. The purpose of this
paper is three–fold: it will identify and define the characteristics of the Abernathy and Utterback
three phases of innovation of Clorox and look at the products while reviewing the competition and
overall state of the industry. The second is to determine the different innovations in the history of
Clorox. The third is to look at the current dominate ... Show more content on Helpwriting.net ...
According to MIT professor, James Utterback defined three phases of innovation, Fluid, Transitional
and Specific Phases. In summary, the Fluid Phase consists of new products and services to the
market. Over time, the Fluid phase will be a consolidation design around a dominant design in the
market. The Transitional phase, in summary, includes once a dominant design is defined, the product
changes out of the innovation phase and starts the phase of process innovation. Optimization and
cost reductions will be key in the phase. The last phase is called the Specific phase. In summary, the
Specific phase includes a reduction of the number of companies in the market and innovation is
focused on cost reduction and to improve

Benefits Of Social Responsibility And Sustainability
RUNNING HEAD: BURT?S BEES? GREATER GOOD MODEL 1
BURT?S BEES? GREATER GOOD MODEL 8
Burt?s Bees? Greater Good Model:
The Benefits of Social Responsibility and Sustainability in Business
Erika J. Tan
California Institute of Advanced Management (CIAM)
Author Note
This paper is being submitted on May 20, 2016, for James Dorsett?s IB 501 International Business
course.
Burt?s Bees? Greater Good Model:
The Benefits of Social Responsibility and Sustainability in Business
In 1997, Burt Shavitz along with his romantic partner at the time, founded Burt?s Bees an all–
natural line of skin care, hair and beauty products. Today, although the company has been bought by
Clorox, a corporation known for its harsh cleaning products, Burt?s Bees offers over 200 natural
products and is also recognized as one of the most socially and environmentally responsible
companies in the world. Not only is Burt?s Bees socially responsible and known for its ethical
business practices, it has also remained steadily profitable since it was founded, even throughout the
recession in the United States. Burt?s Bees prides itself on staying true to its origins and not only
gaining profit, but providing natural products for its consumers and leaving only minute traces of
their production on the planet. On their website, Burt?s

Capital Structure and Cost: Mattel, Clorox and MGM Resorts...
Capital structure and cost Introduction Capital refers to the combination of debt and equity used to
finance a company to purchase what they need to manufacture their products or provide services
based on its operations ADDIN EN.CITE Baker20111(Baker & Martin, 2011)116Baker,
H.K.Martin, G.S.Capital Structure and Corporate Financing Decisions: Theory, Evidence, and
Practice2011New JerseyJohn Wiley & Sons9780470569528http://books.google.co.ke/books?
id=lq69IY1P5tgC( HYPERLINK l "_ENREF_1" o "Baker, 2011 #1" Baker & Martin, 2011). In the
following report, we consider three companies namely Mattel, Clorox and MGM Resorts
International whose operations are different and make recommendations for their capital structure
which refers to the way the companies finance their assets through combination of debt and equity
while considering the nature of business, riskiness of each of the company and the advantages and
disadvantages of debt over equity financing. Discussion Mattel, Inc. is an international public
company whose operations are the production toys and games therefore children are its target
customers. Clorox is a US based company manufacturing various chemical and food products
targeting households as the consumers of their products while on the other hand MGM Resorts
International is a worldwide generosity firm dealing with hotels and casino to provide the services
of entertainment, gambling and hotel facilities to tourists and locals who need the services. The three

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