The case study also include other relevant topics and learning material on growth strategy, social responsibility, sustainability. The clorox company today unveiled its updated strategic growth plan during a clorox analyst day event and live webcast at its new research and development campus in. The company must come up with effective design for the marketing strategy of these three brands. The clorox company needs to decide on the marketing strategy going forward for its three sustainable brands, brita, burts bees and green works. Does the company do enough to improve its relations with the fiji government and the local community. However,the growth rates of burts bees and green works. By leveraging its brand and capitalizing on its retail muscle, the company became a major player in green products. Leveraging green for growth case solution, the clorox company must decide on the marketing strategy for the future for his three most sustainable brands, brita, burts bees and green. The case centre is a not for profit company limited by guarantee, registered in england no 1129396 and entered in the register of charities no 267516. Clorox attributed the success to the company overcoming three common consumer complaints about green products. Issue of clorox clorox has in the past been misunderstood by consumers in false accusations of being chemically harmful and dangerous. Oct 28, 2010 leveraging environmental sustainability at clorox with brita, burts bees, and greenworks 1.
Leveraging green for growth excel file, subjects covered brand management green marketing growth strategy social responsibility sustainability by elie ofek, lauren barley. The 2019 clorox annual report highlights the company s business and corporate responsibility accomplishments under its 2020 strategy and gives a snapshot of ignite, incorporating new integrated strategic choices and esg goals. Mar 26, 2010 there is a significant amount to be said about clorox and the environment. Thats the hope of clorox, the oaklandbased company, which this week is launching its first new brand in twenty years. The clorox company case harvard business school case april 16, 2015 define. New york including stock price, stock chart, company news, key statistics, fundamentals and company profile. Clx today announced that it has entered into a definitive agreement to acquire nutranext, a health and wellness company based in sunrise, florida, which manufactures and markets leading dietary supplement brands in the retail and ecommerce channels as well as in its directtoconsumer business. Its in an economically attractive category with a margin structure that will be highly accretive to clorox. New york stock quote clorox cothe bloomberg markets. Harvard business school the clorox company needs to decide on the marketing strategy going forward for its three sustainable brands, brita, burts bees and green works. The clorox company marketing plan burts bees and green works. Leveraging green for growth case study solution, the clorox company. The clorox company clorox reports 2 percent sales growth. Carl icahn and clorox case analysis, carl icahn and clorox case study solution, carl icahn and clorox xls file, carl icahn and clorox excel file, subjects covered hostile takeovers investors by jay w.
The clorox company is committed to making its website accessible for all users, and will continue to take steps necessary to ensure compliance with applicable laws. It is also the trading name of the case centre usa, a nonprofit making company. Clorox and the environment mnn mother nature network. The clorox company paid attention on two megatrends, health and wellness and environmental sustainability which led to the repositioning of brita, the acquisition of burts bees and the launch of green works. Brita, burts bees, and green works are three of the sustainable brands of the clorox company. However, the chemical ingredient is actually sodium hydrochloride naocl due to this misunderstanding, this even affect clorox s mother company the clorox company since they have the same name. Case study on fictitious company empirical chemicals strategy.
Leveraging green for growth minicase writeup the main issue facing the clorox company is its inability to accelerate growth to meet its centennial strategy targets, which provided a road map for longterm, accelerated growth and defined the metrics to evaluate success. Clx today reported 2 percent sales growth and 12 percent growth in diluted net earnings per share eps from continuing operations for its third quarter, which ended march 31, 2016. The clorox company needs to decide on the marketing strategy going forward for its. Leveraging green for growth case solution, the clorox company must decide on the marketing strategy for the future for his three most sustainable brands, brita, burts bees and green works.
They dont work, are hard to find, and cost too much. Consumers behaviors and shifts in trends towards sustainable products clorox company should continue its efforts on leveraging green for growth by working on its distribution line to retailers that are related with low price products such as walmart, dollar general, etc. The clorox company comfortable blend of career growth and. Oct 03, 20 the clorox company today unveiled its updated strategic growth plan during a clorox analyst day event and live webcast at its new research and development campus in pleasanton, calif. Dec 03, 2016 comfortable blend of career growth and worklife balance. Leveraging green for growth case solution, the clorox company.
Leveraging green for growth xls file, the clorox company. These brands had fared differently over the past 3 the clorox company. The clorox company introduces 2020 strategy to drive long. Leveraging environmental sustainability at clorox with brita. Leveraging environmental sustainability for growth bill morrissey the clorox company. Leveraging green for growth case study solution, clorox company must decide on a marketing strategy in the future for their three established brands, brita, burts bees and green works. You must be logged in to view this material casecent.
Mar 29, 2010 issue of clorox clorox has in the past been misunderstood by consumers in false accusations of being chemically harmful and dangerous. Clorox should continue to leverage green for growth for several reasons. These brands had fared differently over the past 3 years and each presents multiple courses of action heading into 2011. Clorox revenues, they accounted for much of the companys sales growth over the past several years. Green works price premium has been declining steadily, from 2025 percent when it launched in 2007, to 510 percent now. Final case questions clorox case assignment questions the clorox company goes green 1. Analyzes the harvard business school case study the clorox company. The clorox company clorox announces agreement to acquire. Leveraging green for growth product number 512009 pdf eng length.
Should clorox continue trying to leverage green for growth. This paper provides a berkeley research analysis and case solution to a harvard business school marketing case study by elie ofek and lauren barley on clorox company s three sustainable brands. The clorox company 20 cagny conference boca raton, florida 1. Why clorox made the leap from bleach to green works. Leveraging green for growth case study analysis, subjects covered brand management green marketing growth strategy social responsibility sustainability by elie ofek, lauren barley source. Using its competitive advantages in distribution and economies of scale, clorox priced its greenworks products below those of smaller competitors. Jan 12, 2008 can a major consumer packaged goods company with a name indelibly associated with household bleach become a leading light in the green marketplace. View clx business summary and other industry information.
Green works, a line of cleaning products that are, in the company s words, at least 99 percent natural. Since clorox enlisted the sierra club to hype a new green product line, sales are booming. However, the chemical ingredient is actually sodium hydrochloride naocl due to this misunderstanding, this even affect cloroxs mother company the clorox company since they have the same name. Oakland, california, united states industries manufacturing, medical headquarters regions san francisco bay area, west coast, western us founded date 19 operating status active funding status ipo number of employees. In 2007, clorox hired the cambridge group to help research the future trends of sustainability. The clorox company leveraging green for growth case solution the clorox corporation must determine on the marketing strategy going forward for green works. Harvard business school teaching note 512072, april 2012. What strategies did clorox employ to develop and market the greenworks product. Mehmood ulhasan vern puchoon executive summary in the face of consumer changes and current economic conditions.
Leveraging green for growth case solution,the clorox company. Clorox introduces 2020 strategy to drive longterm growth 10320 access the replay of the clorox analyst day webcast and presentations at clorox investor events oakland, calif. Students need to evaluate whether sustainability is an enduring trend that clorox should embrace for future growth or whether focusing on its core brands, which currently represent 90% of sales, is a better approach. My daily dives in the dumpster by lars eighner essay.
Leveraging green for growth case analysis, the clorox company. Leveraging green for growth excel file, subjects covered brand management green marketing growth strategy social responsibility sustainability by elie ofek, lauren barley source. Leveraging green for growth case study analysis, subjects covered brand management green marketing growth strategy social responsibility sustainability by. Clx is a leading multinational manufacturer and marketer of consumer and professional products. Final case questions clorox case assignment questions the. I have been working at the clorox company fulltime for more than 8 years. Management also needs to assess the role the sustainable brands play in clorox s overall corporate responsibility strategy and the. On a currencyneutral basis, thirdquarter sales grew 5 percent. What are the implications of building the three sustainable brands for clorox s existing brands. The company recognizes the importance of conserving our environment and it strives to find sustainable solutions across. Leveraging environmental sustainability at clorox with. Leveraging green for growth case solution abstract. This year, the clorox company launched its first new brand. Eighner views identity not solely on his status of a scavenger, but rather on how his.
In 1993, lars eighner, a homeless college dropout, published his memoir titled travels with lizbeth. Leveraging green for growth case study solution, problem statement clorox is focusing on three brands which includes brita, burts bees and green works which all have the characteristics based upon the pe. The company has set aggressive financial targets in light of its upcoming centennial in 20. Leveraging green for growth b y elie ofek, lauren barley the clorox company needs to decide on the marketing strategy going forward for its three sustainable brands, brita, burts bees and green works. The 2019 clorox annual report highlights the companys business and corporate responsibility accomplishments under its 2020 strategy and gives a snapshot of ignite, incorporating new integrated strategic choices and esg goals. Clx today unveiled its updated strategic growth plan. Market share is not actual measurement, only performance comparison of companies which report and operate within the same segment. Leveraging environmental sustainability at clorox with brita, burts bees, and greenworks. The clorox company leveraging green for growth case solution the clorox corporation must determine on the marketing strategy going forward for green works, brita, burts bees and its three sustainable brands.
What strategies did clorox employ in acquiring brita and burts bees. Leveraging green for growth case solution, the clorox company must adopt the marketing strategy for the sustainable future of its three brands, brita, burts bees and green works. Within, an essay titled on dumpster diving shares his experiences and how they define his identity. First, while the companys three sustainable brands represented just 10% of the overall. Our 2020 strategy continues to deliver strong results, said chief executive officer benno dorer. For fiscal 2004, clorox expects volume and sales growth in the range of 3 to 5 percent. The final technique for leveraging clorox in a sustainable market has been through its first new brand in 20 years green works natural. The clorox company comparisons to its competitors, market. The way forward recommendations for leveraging sustainability and optimizing existing green lines instructor. The clorox company becomes signatory to united nations global. The clorox company leveraging green for growth case study. Mar 01, 2012 ofek, elie and barley, lauren, the clorox company. Class 6 232016 launching sustainability strategy case. Comparing the results to its competitors, the clorox reported total revenue decrease in the 4 quarter 2019 year on year by 1.
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