...Brita Case Analysis Opportunity Identification: The bottled water industry is a very saturated market. How is one supposed to market water, which is essentially the same product, and be successful in doing so? A consultant of Clorox Company, Charlie Couric, saw an untouched market niche segment that he wanted to expand Clorox into. Clorox was considering several different options to maintain its dominance in the market by joining the water filtration industry. After coming across an in home water filtration system made by a German company, Couric decided to take a niche market approach and launch Brita filters within the Clorox business. Clorox wanted to launch filters with their already established pitcher systems, essentially being the same product just in a different form. We must consider three major factors for long term and short-term company success when doing this, those being: 1. Do we enter the faucet-mount market? 2. How do we increase our current pitcher sales? 3. How do we increase our filter sales? 4. Would having a faucet mount negatively impact pitcher sales and take over that market? The person who is making these decisions and is bringing this opportunity to light is Charlie Couric. The time frame of it not of immediate importance, but rather that Couric saw an opportunity and wanted to present it to Clorox with a potential business plan to see if the addition with Brita would be beneficial. As much as this decision-making isn’t on a time constraint, Clorox...
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... This essay is going to be discussing how I took the Clorox Green Works cleaning supplies and marketed them by applying the different marketing strategies, pricing strategy, distribution channel taken and how I would promote this item to the consumers. Marketing Strategies for Clorox Green Works Introduction This essay is about the steps taken in order to market the Clorox Green Works products and applying the different strategies to market the product. There are many steps to take to actually market the product successfully in terms of making a profit. Definition of Marketing Marketing is the process of creating communications and delivering the values to the customers, but also building and managing customer relationships that would be beneficial to the company. It is also the process of distributing goods, services, and informational and promotional benefits to the targeted consumers through communicating interactively and also executing the conception of pricing, promotion and distribution of ideas, goods and services. Introduction of Product/Service The product that was chose for the assignments throughout the past four weeks is about the eco-friendly Clorox Green Works products. This product was chosen because everywhere you read is about saving the environment and going green. Although, there are many different varieties and brands of household cleaning supplies that you can purchase, however, Clorox Green Works is actually the most inexpensive one out of...
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...class 1. Artit Chewachatchawal 2. George Philip Cheruvelil 3. Mohammed Omar 4. Ratchanee Bhakdibanjiabongse 5. Varun hedge TABLE OF CONTENTS 1. Executive Summary.......................................................................................................3 2. Marketing situation and challenges faced - Analysis ................................................4 3. Consumer review and segmentation study.................................................................6 4. Recommended Strategies to achieve “double digit top line growth”.....................10 1. EXECUTIVE SUMMARY BRITA GmbH was German water Filter Company. The Clorox Company got the rights to market BRITA in 1988. The Company is a leading consumer products company with fiscal year 2005 revenues of 4.39 billion. With 7600 employees worldwide the company manufactures products in 25 countries and markets them in more than 100 countries. The Clorox Company was organized into SBU’s and BRITA is one of the SBU’s at Clorox. BRITA manufactures the PT (Pour-Through) water filter through which they achieved almost 200 million in revenues in the first 4 years. By 1999 BRITA was available nationally and the brand awareness stood at 70%. 18% of the 103 million US households were using BRITA. During the 1990’s BRITA was faced with stiff competition from numerous companies making water...
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...Marketing Plan: All-in-one Swiffer Product/Service Description, Situation Analysis Proctor and Gamble is a large muti-billion dollar company with 22 different products to its name. “The company’s scope and accomplishments are staggering. It employs 138,000 people in more that 180 countries; is a global leader in the majority of the 22 different product categories in which it competes; has 23 billion-dollar global brands; spends more that $5 million a day on R&D; and has total worldwide sales of more that $76 billion a year.” (Kotler & Keller, 2009, p. 139) One of their most recent products is the swiffer sweeper. “The Swiffer created the segment based on the unique electrostatic cleaning action of its disposable paper cloths. It’s differentiated from its competitors by a design that allows it to sweep in hard-to-reach places and also its electrostatic cloths, proven to pick up 93% of household allergens. This capability prompted P&G to include in its launch strategy an alliance with the National Asthma Campaign (NAC) to promote asthma awareness, according to Paul Nix, P&G’s external relations director.” (Secrets of Success: Products that win, July 10, 2009) Nowadays with its product a long way from where it started the Proctor and Gamble company will be marketing a new and improved, all in one, mop, sweep and dust swiffer. The swiffer will include amazing new features such as an attached...
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...charcoal is in the mature stage of the product life cycle and there is little growth within the industry. Performance Objectives Kingsford’s objectives are to maintain a 1-3% growth in sales and maintain market share. Kingsford is a cash cow in Clorox’s portfolio; therefore, it needs to maintain profits to support other brands and investments. Strength Kingsford Charcoal represents one of the largest product groups within Clorox’s portfolio, which means that it has the resources to spend on marketing the product. Represents approximately 9 percent of Clorox’s revenues and substantially higher percentage of its net income, indicating that it is essential for Kingsford to maintain its position within the charcoal market. (page 3) Clorox sales team has years of experience working with key accounts, which gives the company an advantage in terms of building strategic relationships with retailers and wholesalers. (page 4) Constancy in marketing and sales actions over time and consistency in message communicated to sales team and marketing, channel members, and final consumer. This has helped Kingsford not only create and sustain brand awareness, but also grow the business. (page 4) Lab tests proved that Kingsford’s product is superior to Royal Oak and the private label brands, which means that Kingsford can charge a higher price to match the quality of the product. (page 5) Consistent merchandising from 1999 to 2000, which has helped maintain positive relationship with retailers...
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...a beer in another standing at the grill, which is also not only incorrect, but not fully reflective of modern grilling. But yes, that is a real Kingsford bag. (Photo Illustration by Sandy Kreps) Team 3 Marketing Case Analysis Executive Summary The Kingsford brand of charcoal has found success through favorable conditions in its market traditionally, however conditions are now less favorable. A reduction in the charcoal market is affecting Kingsford even though its charcoal market share has increased. The consumer shifting trend from charcoal to gas grilling is now the primary threat to Kingsford and the charcoal market, and to combat this an action plan includes tight control on pricing, new pro-charcoal advertizing campaigns, and increased partnership with retailers and distributes. Conditions appear favorable for resurgence for Kingsford through these strategies. Introduction Clorox is a well known and historic house-hold brand, known primarily for home cleaning products. Founded in 1913, the company initially serviced the business market with industrial strength bleach. An attempted merger with Procter & Gamble was blocked by the U.S. Supreme Court and Clorox as an autonomous company listed on the NY Stock Exchange in 1969. Clorox began an aggressive growth strategy driven by acquisition and internal research and development. This included developing and acquiring new product lines such as Glad, Brita, Formula...
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...Running Head: ENVIRONMENTAL SCAN ENVIRONMENTAL SCAN Yolanda Galvan Melany Felton July 9, 2013 Strategic Management 498 Introduction Environmental scanning is an important part of all the organizations in order to compete in the market effectively, especially with a multinational approach to get a competitive advantage over others in the global environment. Competitive analysis is an important component in environmental scanning. In this paper, the internal and external environments of three popular companies will be studied and contrast the ways in which companies analyze their internal as well as external environment and the strategies formed accordingly to get a competitive edge over others. Three popular companies selected in this paper are Coca Cola, Proctor, and Gamble (P&G), and Apple Inc. All three organizations are related to different industries and carry out different businesses. The competitive strategies and their measurement guidelines will evaluate their internal and external environmental perspective. Determine what competitive advantages each company has and what strategies each company is using. Coca Cola Company is known in the beverage industry, P&D is known in the consumer product industry and Apple Inc. is known for their technology. All three organizations are one of the top market giants in their respective industries and have...
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...Phong Trinh IBM 421 Professor Assumma June 11, 2015 Kingsford Charcoal Case Study Analysis Executive Summary In this case study, we will be analyzing the current position of how well Kingsford is within the marketplace and determine which of the issues are plausible causes in its drop in revenue. We will be creating a comprehensive strategy as well as a marketing plan to evaluate and adjust the matter at hand. First we will begin with identifying the issues and implementing a method to reemphasize the importance of marketing in the business. The goal is to create a marketing plan that will add value to Kingsford’s market share, sales, and profitability. It is evident that Kingsford is a superior product to its competitors such as Royal Oak, but the company faces losing market share to gas grilling because it is a more convenient alternative to cooking. Since Kingsford has already been an established brand, it can effectively market its brand awareness with an increase in media advertising which is a probable reason why the company did not reach its highest potential. The company needs to correspond to the increasing use of outdoor grilling in the USA which is now a great opportunity for the company to start a marketing strategy and establishing a greater brand recognition. The biggest challenge will be how well the company can gear people’s interest towards charcoal grilling away from gas grilling yet at the same time capture more market share from Royal Oak as well. Throughout...
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...Marketing Plan OFF! Scented Spring 2011 MKT 309 Contents Executive Summary 2 Company Background and Mission 3 Company Description 4 Industry Analysis 6 SWOT 7 Identification of Competition 12 Competitive Advantage 14 Target Market (Segmentation) 16 Position 18 Financial Goals 19 Non-financial Goals 20 Product 21 Pricing Strategy 23 Place 26 Promotion 27 B2B 30 References 31 Executive Summary We are proposing a new addition to the OFF! brand for SC Johnson. The product is a skin-safe, spray-on insect repellent that incorporates a new, specially formulated fragrance that will not attract insects called OFF! Scented. OFF! Scented will take a position within two current OFF! product lines, the Family Care and Active lines. Through our marketing plan, OFF! Scented will be positioned in the consumer’s mind as a fun, comfortable, edgy alternative to traditional insect repellents. OFF! Scented will be perceived as a more wearable, but equally effective repellent that will keep people safe from insect threats while enhancing social interaction with the pleasing aroma in the product. OFF! Scented will initially be targeted to a segment of the U.S. market. The segment is defined by geography by focusing on the Midwest and southern states. Demographically, the focus is on both genders age 18-34 singles, or couples without children and having incomes of $25,000 and up. Various lifestyles are considered part of the target segment...
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...Tide has successfully changed the way families did their laundry. This innovation of using synthetic compounds has greatly reduced the time and effort consumers spent while doing their laundry (American Chemical Society 2007). Tide captured more than 30 percent of the laundry market in the early 1950s and therefore emerged to be the top selling detergent (Back to EurekAlert! 2006). 1 Situation Analysis According to Lamb et al. (2012), situational analysis includes SWOT analysis that affects the performance of an organization. Organizational resources such as financial resources, production costs, marketing skills, technology, employee capabilities and brand image should be taken into consideration. Environmental scanning is also essential as it affects the organization’s future as it can help in identifying market opportunities and threats. Additionally, PESTLE analysis will be conducted to analyze the relationship between an organization and its external environment. With that, we will be able to design an integrated marketing communications program. 1.1 Internal Analysis To analyze the resources of the master company which is Procter & Gamble we need to analyze it based on three factors tangible resources, intangible resources as well as human resources. Firstly, the tangible aspect includes...
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...BCO 321 Strategic Management School of Business Vincent Chee, 110144 Ricky Liew, 100517 Walter Chin, 100936 Table of Content Case Abstraction 3 Vision Statement (Actual) 4 Mission Statement (Actual) 4 Mission Statement (Proposed) 4 Vision Statement (Proposed) 5 Slogan (Proposed) 5 The CPM Matrix of P&G Company 6 External Factor Evaluation (EFE) Matrix for Procter and Gamble (P&G) 9 The I/E matrix for Procter and Gamble (P&G) 14 Internal Factor Evaluation (IFE) Matrix for Procter and Gamble (P&G) 16 A SWOT Matrix of P&G Company 21 Strengths 23 Weaknesses 23 Opportunities 24 Threats 24 The FOUR strategies 25 The SPACE Matrix 26 Calculation 27 The SPACE Matrix chart 28 The BCG Matrix 29 The BCG Matrix chart 29 The Recommended Long-Term Planning 30 Income Statement and Balance Sheet for Procter and Gamble (P&G) 32 The Recommended Annual Objectives & Policies 35 The Recommended procedures for strategy review and evaluations 35 References: 37 Case Abstraction The Procter & Gamble Co., also known as P&G, is based in the United State of America. Mr. William Procter and Mr. James Gamble are the founders of the company in 1837, and this tell the story behind the company’s name. The P&G company is born when Mr. William, a candle maker from England and Mr. James, a soup maker from Ireland in Ohio. They are met eventually when they married sisters. The company is headquartered in downtown...
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...further support Supreme Essentials branding strategy and distribution channels. The optimum pricing strategy will also be analyzed to prove the importance of maintaining a solid distribution channel. Product Offering Supreme Essentials is a company that will offer low cost household supplies to customers of a particular segment. The company will offer several products that will allow it to compete with companies in the industry. Supreme Essentials will offer cleaning, health & beauty, food, baby, apparel, home, office & school, and seasonal items. The categories include an array of items that are commonly used in the average household on a daily basis. The company will provide customers with premier brands such as Tide, Clorox, and Cascade just to mention a few from the cleaning category. Additionally, the company will offer apparel brands such as Hanes and Fruit of the Loom. National brands will be required as the customer base is focused on a different segment where the name is very important to the customer. Supreme Essentials will also carry a quality store brand of common items to compliment the customer who wants to save money, but not sacrifice the quality of a national brand. The store brands will be sold under the name Supreme Essentials, which may be abbreviated on products as SE. The store brand products will accompany the national brands on the shelf. In order to sell the store branded items large marketing displays will be present that reinforce...
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...& Gamble: A Case Study Analysis Abstract Procter & Gamble is a consumer-goods company that began in 1837 and has grown to be a leader of its industry. It has over 800 brands worldwide, 25 of which generate more than 1 billion dollars in sales, including Tide, Downy, Always, Oral B, Crest, Gillette, Febreze, Swiffer, and Duracell. However, in the last 10 years, P&G has experienced a loss of sales. Through an analysis of the company and its history, its visions and goals, a SWOT analysis, and the Porter’s Five Forces Model, the problems Procter & Gamble face will be identified, discussed, and possible solutions and recommendations will be given. Keywords: Procter & Gamble, brands, analysis, consumer-goods Procter & Gamble: A Case Study Analysis Procter & Gamble is a company that specializes in consumer products for households, such as cleaning supplies, hygienic products, and cosmetics. The company has more than 25 recognizable brands that “each generate more than $1 billion in sales”, including Pampers, Downy, Olay, Crest, Febreze, Tide, Braun, Duracell, and Pantene, making P&G one of the most well-known consumer products companies in the world. It has also recently acquired brands such as Gillette, Wella, and Clairol. Although P&G is one of the most recognized enterprises in the world, for the past 6 years, the company has been struggling to keep sales up and increase growth. Through an analysis of the company, these problems...
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...production and market innovation goal in operation (Southern Lion Sdn.Bhd. 2012). The mission of company is to improve the life quality of Malaysian consumer by offer the affordable and innovative products. The company tries to win the heart of consumers and develop the reciprocal relationship with them. Moreover, it tries to achieve value maximization of shareholders, customers as well as employees (Southern Lion Sdn.Bhd. 2012). The management structure of Southern Lion is more empowered to employees. According to financial report of Lion Corporation in 2013, the organization style is not top organization just give the direction to subordinate whereas it give the driving force for creativity and able to accept challenges. 2.4 SWOT Analysis 2.3 4Ps Product Currently, TOP had launched various product categories and form. It includes the powder form detergent, liquid form detergent and also softener. In powder detergent, it has many different features such as blooming freshness, super colour, super hygienic and also super white. TOP also launches the new detergent range which is anti-mite dust formulation in 2013 (Sledgehammer Communications 2013).The packaging sizes of TOP detergents including 125g, 1kg, 2.5kg and 4kg. Placing Currently, TOP had using the intensive distribution strategy and distributed in...
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...The Ethical Dilemma of Advertisements “The effect of sex appeal and emotional appeal on adolescents” By: May Abd El Latif El Hattab Seminar Paper / Bachelor Thesis Submitted to the “Marketing department” At the Faculty of Management & Technology German University in Cairo Student registration number: 4-1086 Date: 4th of June, 2008 Supervisor: Professor Mohamed Radwan Table of Contents Table of Contents ........................................................................................................... i Table of figures: ...........................................................................................................iii List of tables: ............................................................................................................... vi Chapter 1: Introduction ................................................................................................. 1 Chapter 2: Literature Review......................................................................................... 2 2.1 Sex Appeal .............................................................................................................. 3 2.2 Emotional Appeal:................................................................................................... 5 2.3 Research question;................................................................................................... 8 Chapter 3: Research Methodology:............................................................
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