Clorox' Natural Products

Paper Summary:

This paper explains that the Clorox green product line made from all natural products is answering the national call for personal responsibility for eco-friendly alternatives with the inclusion of traditional ease of use and non-altered lifestyle changes on the part of consumers. The author uses an external environmental, competitive and SWOT analysis to establish the target markets and segments for Clorox Green Works products. The paper concludes with a traditional marketing plan defining product, promotion, place (distribution) and price.

Table of Contents:
Executive Summary
External Environmental Analysis Introduction
Competitive Analysis
Economic Forces
Political Forces
Legal and Regulatory Forces
Technological Forces
Socio-Cultural Forces
Possible Target Markets and Segments
SWOT Analysis
SWOT Analysis Summary
Target Market
Marketing Plan: Product
Product Comparison Table
Marketing Plan: Promotion
Promotional Plans and Budget Table
Marketing Plan: Distribution
Marketing Plan Distribution Comparison Table
Marketing Plan: Price
Price Table
Rollout Time Frame
Timeline Table
Appendix: Competitive Analysis Table
Appendix: SWOT Analysis Table

From the Paper:

"The home products and materials industries in general have demonstrated significant recent investment, production and distribution of products that are said to be "greener" than other products in the past. This is in large part due to national and international consumer and political cries for better products that are much more responsive to the environment and therefore do less harm. For this reason non-traditional products, such as cleaning and household products found in alternative stores."

Sample of Sources Used:

• Clorox Green Works Website (2008) Accessed August, 12, 2008. http://www.greenworkscleaners.com
• Clorox Green Works FAQ Website (2008) Accessed August, 12, 2008. http://www.greenworkscleaners.com/products/faq.php
• Consumer Reports (2008) Greener Choices Accessed August, 12, 2008. http://www.greenerchoices.org/products.cfm?product=greencleaning&page=RightChoices
• Davis, J. J. (1994). Federal and State Regulation of Environmental Marketing: A Manager's Guide. SAM Advanced Management Journal, 59(3), 36.
• Drustore.com (2008) Accessed August, 12, 2008. http://www.drugstore.com/products/prod.asp?pid=183018&catid=134735&aid=335933&aparam=clorox_green_works_natur&CAID=35d89d51-2adb-4122-a49d-16b5a91e3974

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