Marketing Management (GBA513)
Case Study #2"The Clorox Company: Leveraging Green for Growth"
In the case analysis, discuss the following after providing a brief summary and identifying the central issue of the case:
1) Determine the feasibility of effectively changing the corporate brand position of Clorox.
2) What are the implications of building the three sustainable brands for Clorox's existing brands? For the company as a whole?
3) What are opportunities, challenges and risks associated with growth on the heels of the sustainability movement? Should Clorox continue trying to leverage "green" for growth?
4) What is the role corporate social responsibility (CSR) play in building and maintaining brand loyalty?
5) Develop a marketing plan for each of the three sustainable brands going forward. Which of them are you most optimistic about heading into 2011?