The Clorox Company: Leveraging Green for Growth

Posted: 1 Mar 2012

See all articles by Elie Ofek

Elie Ofek

Harvard Business School - Marketing Unit

Lauren Barley

affiliation not provided to SSRN

Date Written: August 26, 2011

Abstract

The Clorox Company needs to decide on the marketing strategy going forward for its three sustainable brands, Brita, Burt's Bees and Green Works. These brands had fared differently over the past 3 years and each presents multiple courses of action heading into 2011. Management also needs to assess the role the sustainable brands play in Clorox's overall Corporate Responsibility strategy and the implications they have for the other brands (such as Clorox Bleach, 409, and Hidden Valley). The company has set aggressive financial targets in light of its upcoming centennial in 2013. Students need to evaluate whether sustainability is an enduring trend that Clorox should embrace for future growth or whether focusing on its core brands, which currently represent 90% of sales, is a better approach.

Learning Objective: To outline the opportunities and challenges inherent in building sustainable/green brands and to understand how they fit in a company's corporate responsibility strategy.

Suggested Citation

Ofek, Elie and Barley, Lauren, The Clorox Company: Leveraging Green for Growth (August 26, 2011). Harvard Business School Marketing Unit Case No. 512-009. Available at SSRN: https://ssrn.com/abstract=2013464

Elie Ofek (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States
617-495-6301 (Phone)
617-496-5853 (Fax)

Lauren Barley

affiliation not provided to SSRN ( email )

Register to save articles to
your library

Register

Paper statistics

Abstract Views
1,764
PlumX