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. Leveraging green for growth case solution abstract. Mehmood ulhasan vern puchoon executive summary in the face of consumer changes and current economic conditions, clorox must. Since clorox enlisted the sierra club to hype a new green product line, sales are booming. This year, the clorox company launched its first new brand. The bestknown environmental stride that clorox has taken has been the creation of its green works products.
By leveraging its brand and capitalizing on its retail muscle, the company became a major player in green products. Clorox updates investment community on the clorox company. Bees is strongly aligned with cloroxs centennial strategy to pursue growth in. Clorox markets some of consumers most trusted and recognized brand names, including its namesake bleach and cleaning products, armor all and stp auto care products, fresh. The company must come up with effective design for the marketing strategy of these three brands. The clorox company comfortable blend of career growth. 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. Clorox said thursday that coo benno dorer would take over in november for knauss, who will remain chairman of. The clorox company formerly clorox chemical company, based in oakland, california, is an american global manufacturer and marketer of consumer and professional products, with approximately 8,700 employees worldwide, as of june 30, 2018. Leveraging green for growth the clorox company needs to decide on the marketing strategy going forward for its. At todays clorox analyst day event and live webcast, senior leaders shared highlights of the company s progress against its 2020 strategy, including the four highestvalue opportunities strategy accelerators which the company has identified to deliver longterm, profitable growth through the year 2020. These brands had fared differently in the last 3 years, and each provides several alternative courses of action heading into the year 2011. The case tracks the history of the clorox company and its competition to differentiate from larger, more diversified rivals, and its methodical approach to launching greenworks.
I have been working at the clorox company fulltime for more than 8 years. It is also the trading name of the case centre usa, a nonprofit making company. Management also needs to assess the role the sustainable brands play in clorox s overall corporate responsibility strategy and the. Using our collective imagination, weve developed new ideas to shape our workforce, drive consumer value, expand our business, support our communities, become more productive and use our resources more efficiently.
Green marketing growth strategy social responsibility sustainability. Clorox ended fiscal year 2015 with a debt to ebitda ratio of 1. Oakland, camarketwired oct 31, 2014 for its first quarter, which ended sept. Clorox and the environment mnn mother nature network. Leveraging green for growth harvard case study solution and hbr and hbs case analysis. How clorox grew its ecommerce business 50 percent digiday. Mar 26, 2010 the bestknown environmental stride that clorox has taken has been the creation of its green works products. The enterprise has a large variety of its cleansing and bleaching brands. Mehmood ulhasan vern puchoon executive summary in the face of consumer changes and current economic conditions, clorox must make several key. 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. Management also needs to assess the role the sustainable brands play in cloroxs overall corporate responsibility strategy and the. Green works was the first line of natural cleaning products to be created by a.
By creating superior customer value, the organization can create highly satisfied customers who. These brands had fared differently over the past 3 years and each presents multiple courses of action heading into 2011. Leveraging green for growth case solution,the clorox company. Increasing interest by a new market segment that valued health, quality, and environmental values buoyed the success of small natural products companies like method and. The sales growth was above the cloroxs competitors average revenue growth of 3. Leveraging green for growth case solution brita, burts bees, and green works are three of the sustainable brands of the clorox company. Mktg 6040 services marketing university of south carolina. Jun 30, 2011 the case tracks the history of the clorox company and its competition to differentiate from larger, more diversified rivals, and its methodical approach to launching greenworks. Use financial and growth data provided in the case and the financial ratios in your handout as a guide in doing the calculations needed to arrive at an analysisbased answer. What are the implications of building the three sustainable brands for cloroxs existing brands. 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. The clorox company comfortable blend of career growth and.
The clorox company must adopt the marketing strategy for the sustainable future of its three brands, brita, burts bees and green works. Mar 29, 2010 issue of clorox clorox has in the past been misunderstood by consumers in false accusations of being chemically harmful and dangerous. Combined with our new green works line of natural cleaning. Clorox said thursday that coo benno dorer would take over in. Why clorox made the leap from bleach to green works greenbiz. The cloroxs competitors and its market share by international, household, cleaning, lifestyle segment csimarket. 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. Clx today provided an update on its longterm strategic growth plan during a clorox analyst day event in new york. Jun 15, 2008 more green biz reporting from the sustainable brands 08 conference. The way forward recommendations for leveraging sustainability and optimizing existing green lines instructor. 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. Since its start in the 2014 fiscal year, the 2020 strategy has continued to serve as a valuable guidepost for the company. May 19, 2015 clorox then invested heavily and launched their first new product in 20 years their new natural line of cleaning products green works.
These brands have evolved differently in the past 3 years, and each has several courses of action category in 2011. However,the growth rates of burts bees and green works, especially, have slowed considerably. Leveraging green for growth case solution, the clorox company. The clorox company reports sales and profit growth for its. Leveraging green for growth case analysis, the clorox company. One pillar of the plan is using data and technology to improve marketing. They dont work, are hard to find, and cost too much. Clx today unveiled its updated strategic growth plan. Jul 27, 2011 green marketing growth strategy social responsibility sustainability. Clorox has executed what it calls its 2020 strategy since 20 to deliver longterm profitable growth through 2020. Clorox is an american based organization, which sells its goods through mass merchants and retailers. The clorox company comparisons to its competitors, market.
Clx is a leading multinational manufacturer and marketer of consumer and professional products with approximately 8,100 employees worldwide and. The clorox company leveraging green for growth case study. Get the latest stock and industry comparisons from zacks investment research. Cloroxs dividend increase this year was just 4%, far below last years 11% raise. Harvard business school teaching note 512072, april 2012. The company also increased its dividend by 4 percent in the fourth quarter. Clorox attributed the success to the company overcoming three common consumer complaints about green products. The 2020 strategy is focused on accelerating growth profitably, consistently and. The clorox company must decide on the marketing strategy for the future for his three most sustainable brands, brita, burts bees and green works.
While recruitment, acceptance, promotion, and leveraging of diversity have improved tremendously, there is still room to grow here. The case study also include other relevant topics and learning material on growth strategy, social responsibility, sustainability. Patience and hard work are generally rewarded, but waiting for career growth here can be a somewhat long and challenging task. Leveraging green for growth customer value analysis.
You must be logged in to view this material casecent. This statistic depicts the sales share of the clorox company worldwide in fy2019, by segment. Clorox revenues, they accounted for much of the companys sales growth over the past several years. Green works was the first line of natural cleaning products to be created by a major. In that year, 34 percent of the clorox companys sales were generated from its cleaning products segment. Earnings trends are not expected to meaningfully improve. Green works price premium has been declining steadily, from 2025 percent when it launched in 2007, to 510 percent now. In 2019, clorox generated global net sales worth in excess of 6. Clorox updates investment community on centennial strategy to drive longterm growth 6112009 oakland, calif. Clxs competition by segment and its market share most recent quarter in % select the relationship. 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. Archived annual reports the clorox company investors. The clorox company updates investment community on 2020. Issue of clorox clorox has in the past been misunderstood by consumers in false accusations of being chemically harmful and dangerous.
Clorox then invested heavily and launched their first new product in 20 years their new natural line of cleaning products green works. The clorox company updates investment community on 2020 strategy. More green biz reporting from the sustainable brands 08 conference. Fiscal year 2016 outlook flat to 1% sales growth 3% to 4% growth, currency neutral. Screening stock performance growth rates profitability valuation dividend financial strength efficiency.
The clorox company needs to decide on the marketing strategy going forward for its three sustainable brands, brita, burts bees and green works. Mar 01, 2012 the clorox company needs to decide on the marketing strategy going forward for its three sustainable brands, brita, burts bees and green works. 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. These new sustainable products accounted for much of the companys sales growth over the past severalyears. The clorox corporation must determine on the marketing strategy going forward for green works, brita, burts bees and its three sustainable brands. Should clorox continue trying to leverage green for growth.