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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: Management XIV
Appendix C: MIS/Website Analysis XX
Appendix D: New Label Design XXIV
Appendix E: Internet Usage Statistics XXVI
Appendix F: Sample Web Banner XXXII
Appendix G: Advertising XXXIV
Appendix H: Sample Commericals XXXVIII
Appendices Works Cited XLI

EXECUTIVE SUMMARY

The Clorox Company’s goal is to provide the most innovative brands to its customers. The following is a marketing plan with the aim to increase its market share in the Disinfecting Wipes category.

Situational Analysis

One of the Company’s leading products is Clorox Disinfecting Wipes, a product in the Nondurable Goods industry. Clorox was the first company to release these disinfecting wipes and is currently leading the wipe industry with a 47 percent market share. This is a highly competitive industry with the threat of many substitutes. The main competitors to the Company are Lysol Sanitizing Wipes, Mr. Clean Wipe-Ups, and Windex Wipes.

Customer Segmentation

This marketing plan will focus on the needs and wants of single and divorced males ranging from ages 18 to 34. Currently, Clorox targets its wipes to an undifferentiated market. By shifting the focus to males, Clorox can increase its market share. Males are looking for...