...A. Attention Getter Why choose Non- Toxic Green Cleaning Products? Using Green Cleaning Methods and Products with environmentally- friendly ingredient is designed to preserve human health and environmental quality. Green cleaning techniques and products avoid the use of chemical reactive and toxic cleaning products which contain various toxic chemicals. (Wikipedia) Many of us are practically using cleaning products which contain too much amounts of toxins. Today, evidence shows that what we put in our home; and what we use to clean our home is just as important as what we put inside our bodies. In fact, the products that we use within our homes enter to our bodies through the air we breathe, through our skin, and through the water we drink. Our health and environment are much affected if we still continue using toxic products. Cleaning products are among the most hazardous substances we will find in our home. It’s almost impossible to be sure about the safety of store bought cleaning products because it is not required to have a pre- market safety testing by the manufacturer. The hazards of many products are only revealed after consumers have been affected or injured. To make things worse, manufacturers are not required to list the exact ingredients on label. So how can we be sure that the cleaning products we use in our home are safe? Quite simple, the answer is using green cleaning methods and products. Non-toxic green cleaning has become a priority in our homes today as...
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...have had to choose a product and learn about the ways of how to market that product. 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...
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...METHOD FOR SUCCESS: MARKETING BEYOND GREEN Submitted By: the DL's Submitted To: Prof. DA June 24, 2015 I. BACKGROUND OF THE PROBLEM This study focuses on Method, a US-based household product company, founded by former roommates Eric Ryan and Adam Lowry. They say they seek not only to clean our homes and bodies, but to remove harmful chemicals from our lives as well. Method has achieved significant success through its strategy of developing green products in chic packaging. They attracted customers with hip, eye-catching packaging and edgy marketing communications in an online and traditional media. The marketing strategies of Method has successfully built its brand up despite of the stagnant household cleaning sector, developing products that stand out from their blandly rivals like their visually appealing or stylish packaging that attracts buyers or customers. The success of method prompted the company to expand and taking interest in green issues abroad. People Against Dirty, highlights the company's position as a producer of cleaning products that do not contain 'dirty' toxic chemicals. The founders are dedicated to creating products that adhere to strict green standards; they agreed from the beginning that taking green slant would not be the best way to sell their products. With their rivals, the fight to notice on shelf is fierce. This is why packaging has always been a major marketing emphasis for Method. Via its packaging, the...
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...of cleaning supplies whose target market is threefold. The three industries are as follows: industrial products, home cleaning products, and auto cleaning products. Stateside revenue for their product line reached $53.76 million in 2011. However, since 2008, annual sales have been on the decline by an average of 7.5% annually (Gold, 2015). As a result of their declining sales, MJ Brenner VP of strategy gave CleanSpritz’ marketing team, led by Claire Beaton, six months to devise a plan to revive their sales strategy. Next, we will review a SWOT analysis of CleanSpritz. Strengths When considering the market for all-purpose cleaners, CleanSpritz had 14% of the market share, more than any other cleaner on the market. With such a large market share, Claire would have a sizeable population to conduct market analysis and obtain valuable product insight. This insight would undoubtedly be vital as she presented her strategic proposal to Brenner's Strategy team. CleanSpritz has already received positive feedback from several potential commercial customers regarding the 3:1 concentrate. Using the same data from table 4 (Gold, 2015), and presuming that the commercial business is as successful as the market for all-purpose cleaners, CleanSpritz would stand to gain a competitive advantage over its competitors. Following the presumption that CleanSpritz invests 7% of its sales revenue to research and development (as does MJ Brenner), its customers can be assured that they are using a top...
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...Pricing, and Distribution Branding, Pricing, and Distribution In continuing with Green Clean’s marketing plan, the following paper will elaborate and various issues. Branding strategy will examine domestic and global STRATEGIES along with an optimal pricing strategy. Green Clean will develop and implement various distribution channels this includes an e-commerce website. It will also explain its rational on its combination push and pull marketing strategy. Last, it will attempt to explain how its distribution strategy fits the products and services it provides. Branding In recent years there has been an eruption of new brands entering the market every day. It seems obvious that branding is a critical part of marketing. Companies must compete to secure a fragment of their consumers mind before another competitor does. Brands convey information to their customers, in particular, quality, company production, and owner ship. For example, when Acer places its name on a laptop, monitor, or tablet it is expressing its ownership of the product and its pride in developing it (Iacobucci, 2012). For the company, brands develop fidelity, assist in segmentation, positioning, and targeting. Green Clean Incorporated (GCI) has developed a logo that they hope will become familiar to everyone around the world in time. It both serves to identify itself but also conveys the purpose of its mission and its products. The logo and color will engage the customers both verbally and visually. The brand...
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...situation. Sustainable materials can mean many things, and this page explains some considerations besides the materials’ energy performance. Lifecycle Assessment is the most thorough way to determine the environmental impacts of your building materials. However, LCA can be very costly, varies project-to-project, and is not yet extremely prevalent. Instead, the building and building products industries have a host of measures and “certifications” for green building products. BuildingGreen’s Green Building Product Certification Guide is a fantastic resource for understanding this (sometimes intentionally) complex world. The following is a quick rundown of factors about how the material is produced and disposed of that can be important to consider. Materials using recycled content not only require less virgin resources, they also use less energy and chemicals to process. For instance, recycled ("secondary") aluminum has 90% less embodied energy than virgin ("primary") aluminum. It is beneficial to both use recycled material, and design your constructions to be recycled as well. Using Recycled Materials To use recycled content in your building, call suppliers to source recycled materials. Be sure to verify the physical properties (strength, stiffness, etc.) of the material with recycled content. If they are lower-performance, you may need to alter your design to use slightly more material. This is usually still a net benefit environmentally. Perhaps the easiest...
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...I. Background of the Problem • The cleaning industry is so much the same, uninteresting and uninspiring. • There are a lot of cleaning brands that don’t make much of a difference from one another in terms of colour, scent, effectiveness, ingredients, and packaging. • Still, there are cleaning brands that have become a household favourite over the years. II. Statement of the Problem • How should Method compete with the leading cleaning brands not just in the short-run but also in the long-term? III. Objectives • Seek not only to clean people’s homes and bodies but also to remove harmful chemicals from our lives as well. • To create efficient and effective cleaning products. • To expand the product market nationally and internationally. IV. SWOT Analysis A. Strengths • Innovative package design. • Ingredients are natural and safe. • Edgy marketing communications in online and traditional media. • Low price for quality good. B. Weaknesses • Lack of bundled or bulk goods. • Not all products are viewed as equally effective. • Still not widely recognized. C. Opportunities • There is a huge market for cleaning products. • Only a few of the cleaning products are “green” or use natural ingredients. • High demand for product in current distribution channels. D. Threats • Leading competitors’ popularity. • Price of product cannot be raised higher than competitors. • Growing number of competitors for cleaning products market. V. Alternative Courses of Action ...
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...articles attached (each article must be different from other group members, otherwise, it will NOT be marked) | /4 | Late? | | Total out of 50 | /50 | Introduction The industry that my group is working on is the cleaning products industry. In specific I am talking about Colgate-Palmolive which is a globally diverse corporation that is involved in many different aspects of business including a personal care division, an oral care division and a home care division. I will be analyzing a product that is included under the home care division, Ajax, a multi-purpose cleaner used in many different cleaning processes both residential and industrial. The main competitor to Ajax is a product called comet that is very similar to Ajax in that it is available in many different forms and scents and the company that produces it is called prestige Brands and they purchased the product in 2005 from the main competitor of Colgate-Palmolive, Proctor and gamble. Both Colgate-Palmolive and Proctor and gamble are members of an association called the American cleaning institute which oversees the representing producers of household, industrial, and institutional cleaning products, their ingredients and finished packaging; chemical producers; and chemical distributors to the cleaning...
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...“Clorox Green Works line” November 23, 2015 By: Jonathan Simmers Dale F. Kehr Consumer Behavior MKTG 3012_001 “Clorox Green Works Line”, Case 3-4 ------------------------------------------------- ------------------------------------------------- It has been made clear that people’s households are becoming cleaner than ever. With the ongoing change in consumers living trends, demands for these certain cleaning products have skyrocketed. With the profit percentage being huge already, manufacturers only have to do the development process once, then just manufacture the same thing time after time. They can just keep doing this until a competitor presents a new improved product in the market. Clorox noticed this pattern going on, and decided to introduce five new products. Before launching these five new products, Clorox had to go through extensive critical thinking processes, this is because they wanted the product to fit perfectly, be easily advertised, and unique. What makes Clorox so different? Well, the new line of products are referred to as Nature Friendly. By doing this, Clorox appeals to a specific segment of today’s environment oriented consumers. They attract the consumers who would rather not be associated with companies that had negative effects on the environment. These products have been announced in the brand name "Green works"...
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...1. Introduction In the world people are more conscious and awareness for the environment. Because of technologically world becoming a very fast and life is becoming very easier. But in sense we using technological its manufactures the product and its resources come from our nature and its becoming also polluted. We are using vehicles for our transportation for moving forward easily and very firstly. In the world we have many more automobiles company those are manufactured millions of automobiles. But that’s harmful for our environment because of fuelled are burned and also polluted environment and reduce our natural resources. So, we need to save our planet and by researched we find out Hybrid cars are very effective way to reduce carbon emission. The currently popular paradigm for discussing the environment originated in the 1970s, when the ideas of global warming and finite oil reserves were first proposed (Minton & Rose 1997; Pelletier et al. 1998). While some debate continues on the veracity of these propositions, this thinking has influenced the way people live by increasing their efforts to reduce energy use and to have fewer by-products as a result of consumption. It has been suggested that this type of thinking has led some consumers to prefer products like the Prius (Jansson, Marrell & Nordlund 2009). An area that is related to a consumer’s choice of car is the choice of fuel. Four thousand Swedish drivers were surveyed on their level of eco-sensitivity and the...
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...administrative, sales and other offices. TriMet's cleaning requirements are extensive; the organization is responsible for cleaning the building floors, vehicle floors and windows, train and bus exteriors including the wheels and engines, seating in customer waiting areas, various rest rooms - the list goes on and on. TriMet had been using more than a dozen cleaning solutions, which resulted in significant product waste and dollars lost as the cleaning staff was using more than one product per job. In addition, the solutions were not environmentally friendly, creating a negative cumulative effect on the staff and the environment. "We've always been an environmentally minded organization, yet struggled to find 'green' products that could get the job done," said Dan Koenig, Facilities Services with TriMet. "While our old solutions worked, we were tired of the excessive product waste and the harshness of the chemicals. We were determined to find a better way." The Solution TriMet was very receptive to testing the Staples Sustainable Earth line of products and worked closely with the Staples team to see how the solutions performed in a real-world environment. Staples showcased the products’ robustness by selecting one of the organization’s most hard-to-clean areas – the underground bus pits below where the vehicles were parked. The power of the Sustainable Earth line combined with the ease of dilution, safe ingredients and cleaning versatility made the decision to move to...
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...9 2.2.4 Threats 9 2.3 Competition 9 2.4 Product Offering 10 2.5 Keys to Success 10 2.6 Critical Issues 10 3.0 Marketing Strategy 10 3.1 Mission 11 3.2 Marketing Objectives 11 3.3 Financial Objectives 11 3.4 Target Markets 11 3.5 Positioning 12 3.6 Strategies 13 3.7 Marketing Program 13 3.8 Marketing Research 14 4.0 Controls 14 4.1 Implementation 15 4.2 Marketing Organization 15 4.3 Contingency Planning 15 5.0 Conclusion 15 Reference Page 17 Appendices 18 1.0 Executive Summary Lele is a newly established cleaning products manufacturer. Lele will start off with carpet cleaning product hoping to gain customers trust and expend on it. In addition to cleaning product at this time carpet cleaner Lele is planning to have website with different forms of education for end users. There will be numerous web clips, trick blogs and news. Although there are many well known cleaning companies and cleaning products manufactures on the market today, Lele has advantage because Lele will produce eco friendly and green products that are just starting to gain customer attention and hope is to make it while it is still fresh. Lele will work on growing its product menu as feedback and customer input is rising. Website and open discussion will help Lele in gaining some additional ideas and tips. Lele is hoping to gain extra knowledge and user’s desires for future development. Plan is to use local markets to distribute the product as well as some direct customer interaction...
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...List of Procter & Gamble brands 1: Head & Shoulders shampoo 2: Pantene hair care product 3: Herbal Essences Hair care 4: Gillette Fusion cartridge and razor 5: Flash Household Cleaning 6: Swiffer cleaning product 7: Safeguard anti-bacterial soap and liquid anti-bacterial hand soap 8: Ivory soap BCG MATRIX OF PROCTER AND GAMBLE BRANDS 1: Head & Shoulders shampoo (star) Reason: Head & Shoulders is a brand of anti-dandruff shampoo produced by Procter & Gamble. Procter & Gamble researchers started making a new anti-dandruff shampoo in 1950. Nearly a decade of research went into making a new formula, which introduced pyrithione zinc into the shampoo.] It was first introduced to the U.S. market in November 1961 as a blue-green shampoo formula. There are now nine different Head & Shoulders varieties for varying hair types, and the formula has since changed color to white. 2: Pantene hair care product (cash cow) Reason: The brand's best-known product became the conditioning shampoo Pantene Pro-V (Pantene Pro-Vitamin). The product became most noted due to an advertising campaign in the late 1980s in which fashion models said, "Don't hate me because I'm beautiful. Kelly LeBrock gained notoriety as the first television spokeswoman to speak the line.[4] The line was criticized by feminists and became a pop-culture catchphrase for "annoying" narcissistic behavio 3: Herbal Essences Hair care ( Dog) Reason: The...
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...THE WAY FORWARD Recommendations for Leveraging Sustainability and Optimizing Existing Green Lines Instructor: Kim Bates Course: Integrative Weekend – W2012 Date: March 4, 2012 Consultants: Deborah Sue Chee Eva von Biehler Mehdi Tahuri Serhiy Rudak S.Mehmood Ul-Hasan Vern Puchoon Executive Summary In the face of consumer changes and current economic conditions, Clorox must make several key decisions regarding resource allocation and strategic focus across its product divisions. Specifically, there has been a strong focus since 2006 on product sustainability and green initiatives. As such, Clorox needs to determine if this is the right strategy to pursue for the long-term and if it needs to be green organization-wide, not just toward a few products. In recent years, many changes have been made to start shifting public perception of Clorox toward being an eco-friendly supporter. Due to this strategy and consumer trends, Clorox should stay the path of being an eco-friendly, green organization. Current consumer preferences support the notion that green sustainability is a megatrend, not a passing fad. To achieve the Centennial Strategy goal of double-digit profit growth in 2013 and to implement green initiatives and best practices across all Clorox product divisions, small changes in strategy and an increase of approximately $18 million in marketing and advertising needs to happen in the short run. The tweak in strategy will open new growth opportunities in other consumer segments...
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...Easy Green Home Services Submitted to Professor Conrad L. Boyle Submitted by: Team 1 Lauren Dwyer Manual Roman Bernardo Roschke Eric Schmutz Gregory Slate University of Maryland/University College AMBA 603 Table of Contents Executive Summary 4 Market Needs 5 Market Demographics 5 Market Trends 5 Market Growth 7 Macroenvironment 7 Mission 8 Product Offering 8 Positioning 8 SWOT Summary 9 Strengths 9 Weaknesses 9 Opportunities 10 Threats 10 Direct Competition 11 Indirect Competition 11 Value Proposition 11 Critical Issues 12 Financial Objectives 12 Marketing Objectives 13 Target Market Strategy 14 Messaging 15 Branding 15 Product Marketing 16 Pricing 18 Advertising 19 Public Relations 19 Direct Marketing 20 Service 20 International Markets 20 Implementation Schedule 21 Break-Even Analysis 21 Sales Forecast 21 Expense Forecast 22 Linking Expenses to Strategy and Tactics 22 Contribution Margin 22 Implementation 23 Keys to Success 23 Contingency Planning 24 Appendices 25 References 41 Executive Summary The popularity of eco-friendly living continues to gain popularity across America. Practicing conservation living also known as "Low Impact Living" or "Going Green" is a concept that has encouraged the development of thousands of products and services geared towards energy efficiency, recycling, alternative power sources, and life-style changes. More Americans are willing to make investments...
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