Marketing Plan Clorox free essay sample

One of the Company’s leading products is Clorox Disinfecting Wipes, a product in the Nondurable Goods industry. 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. Customer Segmentation This marketing plan will focus on the needs and wants of single and divorced males ranging from ages 18 to 34. Currently, Clorox targets its wipes to an undifferentiated market. By shifting the focus to males, Clorox can increase its market share. Males are looking for speed and convenience when purchasing cleaning products. The functional and psychological benefits as well as the level of involvement when purchasing must be considered when developing a successful marketing plan. Marketing Strategy To achieve the goals of the marketing plan, Clorox must take into account all aspects of the marketing mix. We will write a custom essay sample on Marketing Plan Clorox or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page By redesigning the packaging to show that it is safe for the use of many male-oriented products such as electronics, Clorox will have the potential to increase its sales to the target audience. Competitive pricing is a key issue in maintaining current position in the disposable wipes market. Placement is also a main factor that contributes to male awareness. By placing the Wipes into male-centered areas of stores, Clorox will be able to easily reach these new consumers. Lastly, promotion in male-centered media channels is the best way to increase male product awareness. Conclusion By focusing on a concentrated market segment rather than a large undifferentiated market, Clorox will have the potential to increase its sales and market share.