Introduction
Clorox has used the change ideal strategy to come up with products that seem to be less harmful to consumers. Clorox applies this strategy by making their products more environmental friendly (Fifield 45).
Case analysis
Clorox’s product maybe classified to be more appealing to the dark green category since they are more environmentally friendly and have met the requirements of the Environmental Protection Agency and National Products Association. The use of the name “Green Works” implies that the products emphasize a green and natural environment. The strategy has captured 42% of the market with sales revenues of over $200 million.
Recommendation
Clorox should avoid quick responses to the blogs and acknowledge the complaints, look into the issues raised, and avoid negative criticism. It should get the audience of the bloggers, apologize to them if it is in the wrong side, and find out ways of drawing the conversations offline.
Collaborating with Sierra Club, the EPA, and NPA that are influential in environmental conservation issues would give Clorox the image that it is very environmentally conscious and this would help it in appealing to the consumers who want to make green choices.
By putting a list of ingredients in its package, Clorox use the add belief approach which makes consumers develop positive attitudes towards the products by becoming more appealing and hence attract more of the green consumers (Fifield 43).
Clorox has used the name Green Works that implies its sensitivity towards the environment. The next process ensures the consumer would get the ingredients list after being exposed and this makes them analyze and appreciate natural ingredients used in the Green Works and evaluate the impact of using the product to the environment (William 28).
Works Cited
Fifield, Paul. Marketing Strategy. Routledge: 2012. Print
Pride, William. Marketing. Cengage Learning: 2008. Print