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orox 3

Cl

ANNEBERG & PETERSON FALL 2014


J304 MEDIA WRITING

EXECUTIVE SUMMARY
The following research was completed by Cole Anneberg and Cole Peterson to analyze The Clorox Companys product, Clorox 30
oz. Regular Liquid Bleach. All research was conducted through the use of online databases such as Mintel, Redbooks, The Clorox
Company website, etc.
This creative brief showcases the target audience, features & benefits, current brand image, desired brand image, direct competitors, indirect competitors, advertising goal, and strategic message for the Clorox 30 oz. Regular Liquid Bleach product.

TABLE OF CONTENT
PAGE 3 | PRODUCT SUMMARY, TARGET AUDIENCE
PAGE 4 | CURRENT BRAND IMAGE, DESIRED BRAND IMAGE
PAGE 5 | DIRECT COMPETITORS
PAGE 6 | INDIRECT COMPETITORS
PAGE 7 | ADVERTISING GOAL
PAGE 8 | STRATEGIC MESSAGE
PAGE 9 | REFERENCES

PRODUCT SUMMARY
The Clorox, 30 oz., Regular Liquid Bleach is a product used to disinfect surfaces or to clean dirty laundry. It is a leader in the
cleaning industry with 4.8/5 star rating out of 5,179 reviews from product consumers (The Clorox Company, 2014). This product
was created by The Clorox Company in 1913 (The Clorox Company, 2014).
This product has an annual sales total of $5,591,000,000. In comparison to its competitors, such as Reckitt Benckiser, Johnson,
and Colgate-Palmolive, The Clorox Company currently spends an average of $504,000,000 per year on product advertising. (The
Clorox Company, 2014).
Founded in 1913 by Archibald Taft, Edward Hughes, Charles Husband, Rufus Myers, and William Hussey, this company was first
called the Electro-Alkaline Company. Its products struggled to be successful in the market. It wasnt until William and Anne Murray came to help revive the product in 1917 when Clorox bleach was introduced to the market in California (The Clorox Company,
2014).
Clorox targets different people for each product they offer. The company launched its Bleach it Away campaign which was
meant to target young adults who otherwise might not use the products. (The Clorox Company, 2014).

TARGET AUDIENCE
PSYCHOGRAPHICS
Consumers of Clorox 30 oz. Regular Liquid Bleach value the product because it is useable
to the last drop. The consumer cares about getting the products moneys worth. The 2013
redesign of the bottle allows for the bleach to be used in full through the use of a wrapping
tube (The Clorox Company SWOT Analysis, 2013).
Larger households that consume this product prefer convenience. Heavy toilet usage and
loaded schedules put a heavy reliance on convenience for cleaning products. These households prefer a set-it-and-forget-it type of product like in-tank detergents or disinfecting
wipes. However, they also prefer cleaning products such as regular bleach and all-purpose
cleaners. (Toilet Cleaning and Bleach, 2013).
Young adults may have interest in multi-purpose cleaning products to clean because they
offer simplicity and convenience (Household Cleaning: The Market, 2013).
DEMOGRAPHICS
Consumers use a wide variety of products to clean the toilet. These products are not only
specialized toilet products but also multipurpose cleaners, such as general tub/tile cleaners,
all-purpose cleaners, disinfecting wipes, and regular bleach. (Toilet Cleaning and Bleach,
2013).
The diversity of products used reflects the variety of approaches that consumers take to
cleaning the toilet and points to an opportunity for brands and retailers to give the process
more structure through product education and regimen promotions. (Toilet Cleaning and
Bleach, 2013).
Consumers living in higher-income households are more likely than those with lower
incomes to use specialized toilet cleaning products as well as brush systems that offer
convenience at a premium price. Of households that make $75K or above annually, 60% of
them use a toilet bowl cleaner liquid or gel with bleach. (Toilet Cleaning and Bleach, 2013).

FEATURES & BENEFITS

CLOROX REGULAR BLEACH LIQUID


30 OZ. BOTTLE
Designed to be stowed away in kitchen or bathroom cabinets
WORKS ON MULTIPLE SURFACES
A versatile cleaning solution that disinfects hundreds of surfaces: toilets, bathtubs,
sink, utensils, floors, etc.
NOT FOR CONSUMPTION
Product is not for personal use
EASY TO USE
Easy pour spout; twist off cap for child security
KILLS 99.9% OF BACTERIA
Formula is designed to eliminate germs and bacteria
AFFORDABLE
$11.25 for 30 o.z. bottle, $19.11 for 121 o.z.
SOLD AT A VARIETY OF STORES
Can be bought at nearly any nearby store, however, you can also buy it online.
SAFE FOR SEPTIC SYSTEMS
Bleach breaks down fast with salt and water
(THE CLOROX COMPANY, 2014)

CURRENT BRAND IMAGE


People will want this product because it is a
brand name cleaning solution that kills 99.9 percent of germs and bacteria. Still the leader, Clorox
remains number one in bleaches (Still the leader; Clorox remains number one in bleaches, but it
thrives on other household products, 2014). People believe in this product because it is a leader
in the cleaning industry that focuses on health
and wellness. After the Great Recession in 2012,
Cloroxs revenues reached $5.62 billion in the following year (International Directory of Company
Histories: The Clorox Company, 2013).

(THE CLOROX COMPANY 2014)

DESIRED BRAND IMAGE


The Clorox Companys brand image is
to enhance all of their different products besides bleach, because Clorox
offers many different products. Clorox
wants to offer the truth about bleach.
The Clorox Company seeks a brand
image that promotes product effectiveness, ease of use, and environmentally conscious cleaning methods.
The Clorox Company hopes to take
its Clorox 30 oz. Regular Liquid Bleach
product and market it to minority populations such as black and hispanic
people (Hispanic Consumers and
Household Products: U.S., 2013).
Research conducted for black and
hispanic consumers shows that
(THE CLOROX COMPANY 2014)
importance is based on product
effectiveness and sensory experiences through the use
of fragrance (Hispanic Consumers and Household Products: U.S., 2013). According to this
same research report, product effectiveness and sensory experiences are more important to consumers than packaging related issues.

DIRECT COMPETITORS

(RECKITT BENCKISER 2014)

(SC JOHNSON 2014)

(COLGATE PALMOLIVE 2014)

RECKITT BENCKISER
Reckitt Benckiser states that its Lysol Original Scent Disinfectant, 12 oz has more cleaning power than
bleach without the harshness (Household Surface Cleaners, 2013). This puts it consistently in competition with The Clorox Company with it usually being number two in the market with Lysol products.
SC JOHNSON
SC Johnson claims its brands success comes from its products convenience. Products such as
Windex Glass, Scrubbing Bubbles, and Pledge Furniture and Carpet all feature multi-purpose which
81 percent of 1,570 people ages 16+ stated in a 2012 survey (SC Johnson combines convenience with
reducing waste, 2012).
COLGATE-PALMOLIVE
Colgate Palmolive is best identified as a leader in green innovation for household cleaning. The company plans to phase out soaps that contain micro beads, which have been studied as harmful to the
environment (Household Surface Cleaners, 2014).

INDIRECT COMPETITORS
DOVE SOAP
Dove Soap is an indirect competitor because some people would prefer to clean their shower or
hands with Clorox, while another person can use any brand of soap and water to clean a different
shower (Davidowitz, 2014).
(DOVE 2014)

MCDONALDS
McDonalds fast food corporation is an indirect competitors because it aims to get people to eat on
the go rather than purchasing containers that allow them to carry food from home with them (Ariel
Blackman, 2013).
(MCDONALDS 2014)

(COLGATE PALMOLIVE 2014)

COLGATE-PALMOLIVE
This company is an indirect competitor because it is the worlds largest producer of personal products by revenue. It competes with Clorox for the lead in revenue with other products such as pet
foods and personal care products (Proctor and Gamble Company, 2014).

ADVERTISING GOAL
The Clorox Companys main advertising goal
is to appeal to younger audience, and to
endorse their other various products (The
Clorox Company,2013).
The Clorox Company spends $504,000,000 annually to advertise to household and commercial consumers (Redbooks, 2013, The Clorox
Company). A vast majority of Cloroxs advertising goes into Cable TV ads and in print
magazines. Compared to its other brands,
The Clorox Company spent most of its annual
budget on the Clorox brand in
2013. The Total spent for Clorox
products was $114,519,489 for
its advertising in 2013 (Redbooks, 2013, The Clorox
Company).

(REDBOOKS 2013)

STRATEGIC MESSAGE
According to The Clorox Company website, many people are worried about using chemicals and think bleach harms the environment (The Clorox Company, 2014, The Truth About
Bleach). The Clorox Company addresses these concerns with a list of five facts.

FACT #1 | BLEACH DOES NOT FORM DIOXINS.


FACT #2 | THERE IS NO FREE CHLORINE IN HOUSEHOLD BLEACH.
FACT #3 | IS THERE MERCURY IN BLEACH?
FACT #4 | LAUNDERING WITH BLEACH DOES NOT HARM AQUATIC LIFE.
FACT #5 | CLOROX BLEACH DOES NOT DAMAGE EQUIPMENT AND SURFACES.
(THE CLOROX COMPANY, 2014)

REFERENCES
Stonybrook. (2014) Ariel Blackman. Stonybrook. Retrieved November 23, 2014, from
https://stony brook.digication.com/ariel_blackman/Consumers_and_Competitors1
Business Insights (1985, March). Still the leader; Clorox remains number one in bleaches, but it
thrives on household products. Business Insights. Retrieved From
http://bi.galegroup.com/essentials/article/GALE%7CA3697096/850809c1c3329851654d4f428812b0d2?u=ksstate_ukans
Business Source Complete. (2014). Marketline. The Clorox Company SWOT Analysis. Retrieved from
http://web.a.ebscohost.com/bsi/pdfviewer/pdfviewer?sid=d4bd2841-0d77-4035-be44-84d1efcb8934%40sessionmgr4003&vid=5&hid=4212
Davidowitz, J. (n.d.). . Retrieved November 23, 2014, from
https://stonybrook.digication.com/jonathan_davidowitz/Customers_Competitors
Mintel. (2013, March). SC Johnson combines convenience with reducing waste. Mintel. Retrieved
from http://academic.mintel.com/display/659774/?highlight
Mintel. (2014. March). Soap, Bath and Shower Products. Mintel, Retrieved from
http://academic.mintel.com.www2.lib.ku.edu/display/698360/?highlight#hit1
Mintel. (2011, June). Household Cleaning: The Market. Mintel. Retrieved from
http://academic.mintel.com/display/583286/?highlight#hit1
Mintel. (2013, March). Toilet Cleaning and Bleach. Mintel. Retrieved from
http://academic.mintel.com/display/637611/
Mintel. (2013, November). Household Surface Cleaners. Mintel. Retrieved from
http://academic.mintel.com/display/687102/
Mintel. (2014, March). Hispanic Consumers and Household Products. Mintel. Retrieved from
http://academic.mintel.com/display/698848/?highlight
The Clorox Company. (2014). The Truth About Bleach/ Clorox Company. Retrieved from
https://www.clorox.com/our-story/the-truth-about-bleach/
The Clorox Company. (2014, November). Regular Bleach. The Clorox Company. Retrieved from
https://www.clorox.com/products/clorox-concentrated-regular-bleach/
Redbooks. (2013). The Clorox Company - REDBOOKS Detailed Profile. (n.d.). Retrieved November 19,
2014, from http://www.redbooks.com/advertiser/CLOROX_COMPANY/
Wikinvest. (2014). Proctor and Gable. Wikinvest. Retrieved from
http://www.wikinvest.com/wiki/Procter_%26_Gamble_Company_(PG)

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