Clorox Discussion M6.docx - 1 How is the company doing at the time of the case The case was written June 2010 by Unruh and Ettenson It talks about

Clorox Discussion M6.docx - 1 How is the company doing at...

This preview shows page 1 - 2 out of 4 pages.

1. How is the company doing at the time of the case? The case was written June 2010 by Unruh and Ettenson. It talks about Clorox’s recent launching of Brita in 1987. Initially, Brita seized leadership position among pitcher filtration system controlling 70% of the market by 2002. When the market collapsed over the next five years, because of competition from bottle water, Brita’s share declined. Brita’s market share increased within months when Clorox seized an accentuate strategy that emphasized its superior environmental position. It argued against use of bottle water and emphasizing that Brita is by far a better sustainable option. By choosing an accentuate strategy and aligning it with an existing product portfolio Clorox was able to devote the resources and capabilities needed to achieve their strategic goal. It is a strategy that satisfied customer expectations and exposed its rival’s green weaknesses. By staying credible, Brita avoided greenwashing by making their claim credible and by offering recycle of used plastic filters. 2. How many Clorox brands are there? How many would be considered truly green or sustainable brands –and why? Clorox is considered an environmentally friendly company that has made CSR an epicenter of its mission. The firm is fully committed, focused and energized to become better each day in improving efficiency, minimize greenhouse gas emission and reduce global carbon footprint from its production plants. Clorox has integrated its CSR strategy with its core business strategy, thus it does not simply engage in CSR to reap a range of CSR-specific benefits in the consumer domain. CSRHUB, a firm that benchmark a company’s CSR activity, gave Clorox a respectable score of 97 out of 100. It derived its score from transparent ratings and rankings of 19,260 companies from 143 countries, driven by 691 industry-leading CSR and ESG (environmental social governance) data sources [ CITATION CSR20 \l 1033 ]. Green Works Cleaning Products : Sierra Club approved, 90% of its ingredients are sourced naturally, biodegradable, free from animal testing, and packaged in recyclable packages; Brita : Using reusable water bottles filled by Brita filtered tap water eliminates polluting plastic bottle water. Its Filter For Good website educates consumers about water problems and inspires tap water usage over bottled water. It even has a national recycling program for its used water filter; Burt's Bees : Makers of personal products that have long been associated with natural and earth-friendly personal care; Kingsford Charcoal : A key component of charcoal is briquet (wood). Clorox source wood for their briquets from other businesses that have no need of them; Glad : The product’s elasticity makes it possible to add more garbage in without ripping. This attribute saves the use of additional bags. In their plants, Glad also use re-use all scraps back into production (zero waste); Clorox Bleach & Disinfectants : The containers use five million pounds less resin than used in the past; Pine Sol
Image of page 1
Image of page 2

You've reached the end of your free preview.

Want to read all 4 pages?

  • Summer '17
  • Brand, Corporate social responsibility, Greenhouse gas, clorox

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes