Bleach Clorox Un-Green Brand

The major problem Clorox faces today is that an Eco-unfriendly image does not match the strategy to reshape its product mix by creating Eco-friendly product lines of its own. That is to say, Clorox face difficulty changing its brand’s image, which does not allow the company to accomplish the strategy. To deal with this case, Clorox should discontinue sales of bleach, restructure the corporate brand and implement some marketing strategies.

The core issue is bleach, one of Clorox’s products, because bleach makes Clorox un-green brand. Environmentalists have pointed out that bleach has negative effects on environment when drained into sewers. It might be possible for Clorox to convince consumers that bleach is not harmful to the environment, but for years the brand’s executives have been struggling to explain the safety of bleach, they cannot come up with a solution to change the harmful image. In the view of circumstances, proving bleach’s safety to consumers is not an effective strategy. Rather, the strategy Clorox should implement at the moment is to change itself drastically. Considering the fact that $913 million investment for Burt’s Bees corresponds to one fifth of $4.8 billion in sales of Clorox last year, this investment was huge. In addition to that, Clorox attempts to reinvent business with a concept of business sustainability called “the Greater Good”, which will change the internal structure thoroughly. Undoubtedly, Clorox has staked its future on Green market. Also, the benefits of abandoning to sell bleach outweigh the drawbacks of it. Part of the reasons is that Clorox sells many products that have nothing to do with bleach so that the loss that Clorox will suffer might have little impact on whole sales. Another reason is that the product mix among bleach and green product lines affect each other negatively. The segment that bleach is positioned on is totally different from Eco-friendly segment, which will confuse customers. Therefore, Clorox should focus on green market and do positioning more clearly.

My suggestion is that, as a first step, Clorox should discontinue sales of bleach. That will make Clorox reshape its product mix more effectively. Furthermore, Clorox needs to change its own company’s name.  This aim is to make a fresh start with a new company’s image and promote Clorox’s employees follow “the Greater Good” easily. Moreover, Clorox needs to perform four marketing strategies. Firstly, to acquire credibility for safety, Green Works should be attached stickers by the Natural Products Association. Secondly, Green Works needs to take advantage of Burt’s bees’ customer base when do direct-marketing, because the customers might be the environmentally conscious consumers, and will be interested in Green works. Burt’s Bees has customer’s information at least their phone numbers that the company got many calls when the news that Clorox agreed to buy Burt’s bees was broadcasted. Thirdly, it is necessary to change the place where Clorox want to sell Burt’s Bee’s products. Simply put, Walmart is not ideal place to sell these products line, because Walmart’s brand image, everyday low prices, does not match Burt’s Bee’s that are expensive products. Clorox should choose the place that offers high-quality and expensive products. Finally, when it comes to pricing, Green Works should be priced with pay 20 percent to 25 percent premiums.