Marketing
Instructions
After reading both Clorox case studies attached, please choose one of the brands discussed in the case study and explain its value proposition to a light, medium or dark green consumer. Please list one competitor doing a better job and why.
Answer
Marketing case studyClorox acquired the Brita water filter in the year 1988 from small German companies. Before the acquisition, Brita wasa water filtration device with a two-part reservoir and an interchangeable filter. Under Clorox ownership, the brandspositioning and advertisement concentrated on the flavor advantages of tap water purifiedby Brita. By 2002, the brandhad risen to seventy percentof the elevated segment of pitcher filtration frameworks (Ofek & Barley, 2011). Clorox analysis demonstrated that swapping bottled water with Brita bottlescould keep billions of bottles out of dumpsites per year. To build on this advantage, administrators adopted an innovative cross-media marketing campaign to support Brita's green qualities, inform customers about bottle waste, and facilitate...
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