Managerial Marketing Assignment: Clorox Product Mix and Advertising

This report examines the product mix of Clorox's Lifestyle business unit, including Hidden Valley Salad Dressing, Brita Water Filtration, and Burt's Bees, targeting health-conscious households. It justifies the product mix based on consumer buying behavior, highlighting how product features appeal to this demographic. The analysis further develops an advertising mix, considering both traditional and online media to effectively reach the target market. The report references academic sources to support its claims, demonstrating an understanding of marketing principles and their application to Clorox's product strategy. The core focus is on how Clorox tailors its products and marketing efforts to resonate with health-conscious consumers, emphasizing the importance of product features and advertising channels in influencing purchasing decisions.

Marketing 1
Managerial Marketing

Marketing 2
Contents
Product mix for Target Market........................................................................................................3
Justify product mix for target market based on buying behaviour..................................................4
Create and justify advertising mix for target market based on buying behaviour...........................5
References........................................................................................................................................6

Marketing 3
Product mix for Target Market
The analysis of product mix is important for the marketing of the products. The Clorox
company works in different products related to the lifestyle unit. The product includes are hidden
valley salad Dressing, Brita Water sanitation and Burt's bees. Clorox company sell their products
under different categories. These three products are one of the famous products of the Clorox
company. The customer selects the varieties from the different varieties of the product. These
products include different features as it is used in the maintenance of health (Ofek and Barley,
2011).
The target market for these products is health-conscious households. The target market
uses these products as these products are used to manage health and helps to stay fit. As these
products are made by buttermilk so they improve the health and make the body fit so the target
market of health-conscious people gets attracted by these products.

Marketing 4
Justify product mix for target market based on buying behaviour
The product mix highly affects the buying behaviour of consumers as by analyzing the
product mix, the various features of the product can be analyzed. As all the three products are
related to the health so the target market of these products is also related to the health-conscious
customers. The features of the product that shows the healthy aspects attract the consumer and
impact their behaviour towards the purchasing of the products (Rinker, et al., 2010).
The product mix is one of the main marketing mixes that attract consumers in the
marketing process. By analysing the key benefit of the products the target market gets affected.
As these products are related to the health-conscious so the customers who are health conscious
will surely buy these products. As all three products are used to maintain good health. Clorox
company uses the features of the product in attracting the customers and the higher quality of
products also attract the consumers of the product.

Marketing 5
Create and justify advertising mix for target market based on buying behaviour
Clorox company works in the production of the lifestyle products which mainly related to
the health of the people. Clorox company uses different media channels to promote its products.
The health-conscious people do not need any promotional strategies as they can buy
automatically as per their concerns. The main target market of the selected products is the health-
conscious people (van Ooijen, et al., 2017). Mainly, the Clorox company uses the traditional
media lie advertisement on television or radio. All the three products advertisements attract the
health-conscious people and these product sales get increased due to the health-conscious people.
The company also uses the online and social media advertising. As online marketing is more
beneficial for the product so the company is more focused on online marketing.
Clorox company also adopts the different sales promotion and also undergoes in the
process of personal selling. In the advertising process also the target market plays an important
role and the target market of these products of Clorox company are the health-conscious people
as these products are used for the health maintenance (Cui, et al., 2012).

Marketing 6
References
Cui, G., Lui, H. K., & Guo, X. (2012). The effect of online consumer reviews on new product
sales. International Journal of Electronic Commerce, 17(1), 39-58.
Ofek, E., & Barley, L. (2011). The Clorox Company: Leveraging Green for Growth. Harvard
Business School Case, 512-009.
Rinker, E. B., Litvin, S., Kogan, S., Ilyin, I., Chaliyan, A., Logatchev, D., ... & Gershman, M.
(2010). U.S. Patent No. 7,713,482. Washington, DC: U.S. Patent and Trademark Office.
van Ooijen, I., Fransen, M. L., Verlegh, P. W., & Smit, E. G. (2017). Signalling product
healthiness through symbolic package cues: Effects of package shape and goal
congruence on consumer behaviour. Appetite, 109, 73-82.