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Essay / Research Paper Abstract
This 3-page paper discusses Clorox Co.'s promotional efforts. Bibliography lists 3 sources.
Page Count:
3 pages (~225 words per page)
File: AS43_MTclorprom.rtf
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Unformatted sample text from the term paper:
strategy focuses on showing off these three product lines as well as they can. In addition to producing bleach (which is addressing the
concerns of consumers that want to prevent the flu and other diseases), Clorox is also attracting accolades form environmental groups for implementing "green" supply chain activities (Colbert, 2010). During 2009,
Clorox generated approximately 80% of its sales in North America, though it sells products in more than 100 countries and manufactures them in more than two dozen countries (Colbert, 2010).
Furthermore, agreements with cleaning appliance manufacturers have helped introduce different promotional ways for Clorox to sell its products (Colbert, 2010). For example,
the company partnered with iRobot to create the Scooba robotic mop, the wet-mop version of the Roomba vacuum (Colbert, 2010). The Scooba vacuums, scrubs, and dries hard floors and has
two tanks (Colbert, 2010). One contains Clorox cleaning solutions and the other contains dirty water (Colbert, 2010). The message has turned around
over the past several years as well. Once Clorox was bleach, pure and simple. These days, Clorox discusses how bleach can get body soils out of clothing that detergent alone
cant reach (Neff, 2005). For awhile, the company also ran an infomercial on the history of bleach (Neff, 2005). PROMOTIONAL MIX The
promotional mix the company uses involves advertising, public relations and some direct marketing (i.e., direct to consumer). Also, as mentioned above, Clorox is piggy-backing with other companies on promotions. In
addition to selling solutions with brand-new cleaning gadgets. Clorox has recently linked its star to Macys - one store window of Macys in New York showed a home setting with
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