Marketing Clorox Organization

Question: Discuss about theMarketingfor Clorox Organization. Answer: Introduction: Clorox Organization is one of the most recognized organizations of California, established in the year of 1913, known for producing a huge variety of consumer products (Molinari Nelson, 2015). Clorox wipes, have emerged to be one of the best quality disinfecting wipes available in the market, known not merely for killing 99.999 % of the germs, but is also available in two different scents. Discussion: Key Issues: Lack of Innovation- The first major concern is that while most of the competitors of Clorox Wipes, such as Diamond Wipes and Wet Wipes, are offering more innovative products, Clorox Wipes is somewhat lagging in the competition. Although Clorox Wipes are also innovative, other companies are offering stronger and more durable wipes, with ultra low linting quality. The latest wipes are having longer shelf-life (more than 18 months), and have quicker efficacy (Azelton et al. 2016). Relatively Expensive- Besides, the Clorox disinfecting wipes are much expensive in comparison with the alternative products available in the market. The organization does not offer a variety of product price range, from which a large number of consumers can choose. As a result, the consumer base of the target market is getting narrower, with the entrance of new rival products, which also assure the consumer of killing the germs and bacteria at a lower price. Container Issue - Although easy and convenient storage inside the can is a plus point, the products come with, some consumers have expressed their discontent over the kind of circular, tight container the products are put in, as a result of which it is difficult to take the products out each time. A square and slightly spacious container, as offered by other companies, is desirable. Huge Competition- The list of competitors is too long, and it consists of some reputed brand names such as Scotch Brite, Seventh Generation Brand, Scrubbing Bubbles and others. Product Life Stage: Any product after being introduced in the market, goes through a sequence of stages, namely the growth stage, the maturity stage and the decline stage. Figure 1: Product Life Stage Source: (Stark, 2015) As far as the Clorox Wipe products are concerned, the product is in the growth stage. The growth stage of a product life cycle is a stage when the market has already started to accept the product and the sales will begin to increase. The sale of the wipes is yet to reach its peak in the market, as it is still encountering moderate level of competition from some of the rival brands, such as Scotch Brite, Lysol, Meijer and others. Besides, the wipe products are still in the growth phase, as the company is still experimenting with the products and offering product differentiation. For example, in order to improve the profit margin of the product, Clorox Wipes is going to launch a new flavor of Hidden Valley (Chapman, 2015). Conclusion: The brand name, the disposable nature of the products, the availability of the products in two different scents (Fresh Scent and Citrus Blend) has offered competitive advantage to the Clorox Wipes, and the product is expected to do great business ahead. Reference List: Azelton, K. D., Bell, R. E., Markey, J., Glessner, J. (2016).U.S. Patent No. D771,489. Washington, DC: U.S. Patent and Trademark Office. Chapman, J. (2015). The Edge, first month-February 2015. Molinari, J. A., Nelson, P. (2015). Cleaning and Disinfection Investigation: Clorox Healthcare Hydrogen Peroxide Cleaner Disinfectant Wipes. Stark, J. (2015). Product lifecycle management. InProduct Lifecycle Management(pp. 1-29). Springer International Publishing.