Introduction

clorox strategy describes how a particular business intends to succeed in its chosen market place against its competitors. It therefore represents the best attempt that the management can make at defining and securing the future of that business.
Earlier the sustainability was not an important issue like today. But thinking of society has been changing toward the sustainability issues. by the change in its conventional product to environment friendly products Clorox showed a good example of a successful business by “Green works”.

Understand the scope of the business

For a business, it is very important to understand the scope of the business & need of customers. The first change in Clorox strategies was to change its product for domestic purpose bleach. the product accessed to households because of its cleaning features. At that time for bleach making company like Clorox the only concern was, how well it cleans.

Understand the social changes to grab new opportunities
Clorox committed itself to growth and diversification

When green cleaners were introduced by companies such as Seventh Generation in 1987, many consumers were leery. “It created a stigma with consumers that the products were inferior and overpriced … there still are shoppers who believe harsh chemicals are necessary for proper cleaning,”

campaigns aimed at influencing consumer preferences by increasing awareness of the effects of household cleaning products, linking the use of these products to such health concerns as asthma and reproductive harm

With increasing consumer awareness and uncertainty regarding the safety of these products, some companies saw a new market segment that demanded more transparency, values, and positive social impact with the products people bought

In the mid-2000s, growth of the household products megaliths slowed as manufacturers