Distribution Strategy Essay

2192 words - 9 pages

PAGE
TUIMKT 501Module 3 SLP: Distribution StrategyINTRODUCTIONCloroxBack in1913, five California entrepreneurs invested $100 apiece to set up America's first commercial-scale liquid bleach factory, which they located in Oakland, on the east side of San Francisco Bay. In 1914, they named their product Clorox bleach. In the ensuing years, The Clorox Company as it is now known has grown into a worldwide manufacturer and marketer of consumer products. In this Marketing Plan I will formulate a Marketing Strategy for Clorox Disinfecting Wipes.The Clorox Company's main mission is to provide innovative services to its consumers. I will base this Marketing Plan on the disinfecting wipes category of Clorox's cleaning product line. Disinfecting Wipes is one of the Company's leading products. 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.MISSION STATEMENTThe Clorox Company's mission statement is "We make everyday life better, every day." This mission statement was created as part of the company's five-year strategic plan. It represents how Clorox strives for growth in the Nondurable Goods industry as well as the great emphasis on its employees. Clorox considers intellectual capital to be its primary asset. The combination of dedicated employees and implementing technological advances allows Clorox to sustain its competitive advantage over competitors in today's fast-moving marketplace. Since 1913, Clorox has had a reputation of leading the industry with its products.PRODUCTSBleach is the cornerstone of Clorox. The company's namesake household cleaning products are world leaders, but Clorox reaches far beyond bleach. Clorox produces a wide variety of products that include: Formula 409 Glass and Surface Cleaner, Fresh Step Kitty Litter, and Armor All car care products. Formula 409's original application was as a commercial solvent and degreaser for industries that struggled with difficult cleaning problems, but now they have evolved into an everyday household cleaning product. Fresh Step cat litter is highly absorbent odor eliminating Premium Cat litter. The advanced formula actually prevents growth of odor-causing bacteria in the litter before it starts. The Armor All product line are specifically designed to clean, shine, and protect most interior and exterior automobile surfaces. Armor All products come in the forms of: sprays, gels, liquids and wipes.COMPETITORSFierce and intense competition exists among businesses in this industry. Reckitt Benckiser (makers of Lysol), P&G, and S.C. Johnson all have similar cleaning supplies. Because their products only have slight differences, the companies compete heavily against each other. Household products are essential for meeting basic needs,...

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