Brita took the initiative and positioned themselves as a household filtration system that cuts costs and waste of water bottles while still giving the consumer clean, good tasting water. As stated in the Clorox case, Brita’s positioning and advertising focused on the taste benefit of tap water filtered by Brita. The cost savings of drinking Brita-filtered would cost a user only $0.19 a day for annual savings of $1,748 (based on 240 gallons per year at an average price of $1 per bottle.) Green Works was added to Clorox in 2008 after research over the years showed that some consumers wanted clean and healthy homes, but some aversion to traditional cleaning ingredients or “chemicals” At the time of the launch natural products represented less than one percent of total cleaning category and were typically twice the price of traditional cleaners. This gave Green Works a strong position in the “green cleaning” market because almost half of consumers desire a more natural cleaning product and were willing to pay a 25% premium for
them. Within the first year, Green Works held 42% of the natural cleaning category, which grew 100% during the launch of Green Works. Clorox three “green brands” entered them into a different market of products and consumers. It has brought profits, certifications and recognition to the company. Though Brita, Burt’s Bee, and Greenworks only comprised about 10% of the Clorox’s revenues, they accounted for much of the company’s sales growth over the past several years. The brands have the ability to grow Clorox as a brand and bring them a step closer in being a truly sustainable company. As recommended by Bill Morrisey, Vice President of Environmental Sustainability, Clorox was not a sustainability leader, but has always had core values of doing the right thing. However, competitors such as Unilever and SC Johnson, had been publishing SCR reports for a decade. Morrissey suggestion for Clorox was that the company needs to be more integrated, so they did not appear to have three sustainable businesses on one side and the rest of the company (90%) were on the other side. This was a solid recommendation and one Clorox can improve on to be truly seen as a sustainable leader as an entire brand. CSR and sustainability are increasingly becoming more popular, known, and implemented in organizations. Consumers, companies, stakeholders, etc. are seeing the benefits as well as the impacts these initiatives can have on the environment, stakeholder, employees, planet, communities, etc. CSR demonstrates that the organization takes an interest in wider social issues, rather than just those that impact their profit margins. This in turn attracts customers who share the same values. The numerous benefits discussed are reasons many organizations are enacting such programs and why sustainability is truly important, especially as it impacts the surrounding, communities, and overall environment.
CSR Review The company’s Corporate Social Responsibility report I chose to read was JP Morgan Chase and Co. JP Morgan’s CSR report focused on their mission of “inclusive growth.” This mission
You've reached the end of your free preview.
Want to read all 16 pages?
- Fall '19
- Test, Corporate social responsibility, JP Morgan Chase, clorox