Marketing Mix for Clorox Lifestyle SBU: Product, Distribution, Pricing

This report analyzes the marketing mix for Clorox's lifestyle SBU, focusing on product development, distribution strategies, promotional activities, and pricing strategies. The product segment discusses innovation in existing Clorox products like Hidden Valley Dressings, personal care items, and Brita filters to appeal to specific target markets. The distribution section emphasizes the need for agile inventory management using software like CIN7 to optimize supply chains. The promotion section suggests diversified strategies, including email marketing, website content, social media engagement, and subscriber discounts. The pricing strategy recommends competitive or value-based pricing, stressing the importance of product quality and effective marketing. The report also includes references to support its findings.

Running head: CREATING A MIX
Creating a Mix for the Lifestyle sbu of Clorox
Name of the student:
Name of the university:
Author note:

1CREATING A MIX
Table of Contents
Product.............................................................................................................................................2
Distribution......................................................................................................................................3
Promotion........................................................................................................................................5
Pricing..............................................................................................................................................6
References........................................................................................................................................8

2CREATING A MIX
Product
In the product segment, the lifestyle range of products of Clorox will only be the areas of
concern. The product will be introduced with innovative features to make it more attractive for
its target audience.
Product Target Market Innovation
Hidden Valley Dressings and
Dips (Oil-Free)
Men and women in the age
bracket of (29-75)
 No use of oil and
mayo
 Usage of vinegar,
cashews, spices and
yogurt instead
Personal Care Products such
as Beauty Innovation with
instant skin effect
 Men and women aged
(18-55) years
 For students in
schools, colleges and
universities
 For males and females
in offices
 Few ingredients can
be considered like
salicylic and glycolic
acids to smoothen and
brighten the face
 The use of Primer and
Undereye Brightener
to resonate the skin
Innovative Brita Filters People of all age groups The use of ‘Acoustic
Nanotube Technology’ can
improve the process of water
filtering and reduce the power
being consumed making it

3CREATING A MIX
suitable for many forms of
water purification. Nanotube
does not use pressure.
Instead, it uses acoustics to
purify water.
Table 1: List of Products
(Source: Pícha & Navrátil, 2019)
The above table mentions of some innovation, which Clorox can consider for its
‘Lifestyle’ range of products to make it more appealing for the respective target customer
groups. The purpose is to invest in innovative features to ensure that lifestyle products reach to a
more diverse market. The above are just a few examples. Instead, Clorox can do more such
things to offer innovative products. However, for that to do, effective marketing research will be
a key practice.
Distribution
Distribution channels play an essential role in getting products to customers at a faster
pace or as they require. However, it is not that easy to handle the distribution networks due to its
complexity. The level of complexity gets increased when the distribution network is related to a
major company having a wider product portfolio. It is because of many reasons such as
shortening life-cycles of products, rapidly changing taste of consumers, complex distribution
networks, lack of an agile distribution network and so forth (Kembro & Norrman, 2019).

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There are different ways in which lifestyle products can be sold to the customer. Clorox
has identified innovative partnerships as the different platforms to sell its products. Indeed, this is
a good move considering that it provides great exposure to a wider customer base. With the
product life cycle getting shorter overtimes, the need to be agile and responsive in managing
inventory in pace with the change has also increased. Lifestyle brands, in particular, face more
challenge in dealing with consumer behavior as it changes very frequently. It is, therefore,
necessary to keep introducing innovative features to get a good hold of the target market or else
rivals will take it away from the company (Kim & Yoon, 2019).
As found so far, Clorox needs to be more responsive with its inventory plans and
distribution channels to make faster decisions. In short, there is a growing need to have an agile
inventory management system in place. This need for Clorox can be fulfilled from using an
inventory management software called ‘CIN7’. CIN7 will enable Clorox to keep stocks in-line
with orders irrespective of the size of the distribution channels or the place of sale. This software
provides real-time visibility across the warehouses, channels and 3PLs, which means an
increased control of the business. By having accurate forecasting data, the planning activities to
meet the demand or bring a change to the product can be rapidly executed (Fredrick & Patrick,
2019). Clorox being a major company and having a complex supply chain structure might face
problems with getting products faster to the market. However, a piece of real-time information
generated from CIN7 and real-time updates on the market demand should do the needful for
Clorox.
For example, in context to ‘Beauty Innovation with instant skin effect’ of Clorox, the
manufacturer should know the customer response in real-time to deliver bulk orders in quick
times or make necessary changes basis on the customer feedback. Similarly, a bulk order demand

5CREATING A MIX
for Hidden Valley Dressings and Dips (Oil-Free) should be addressed in real-time. All these and
more others can be done effectively by using the ‘CIN7’ software.
Promotion
Promotional activities keep a significant place for selling products. A well-planned
promotion of a product can increase its sales chances. Hence, it is important to keep all the
essential elements of marketing promotion to make a bigger impact (Anthonia, 2019).
Promotion in context to Clorox should be of a very diversified nature. People like reading
about their chosen lifestyle products to ensure a fruitful purchase. This means the use of good
and attractive content for the promotion purpose would be of great use. Below are a few action
guidelines for Clorox to facilitate effective promotional activities (Anthonia, 2019):
Send emails to loyal customers
Although very few people give time to read an email, it still can be a good way to reach
the target customer groups. The use of precise and attractive content with colorful fonts and
attractive images will be sufficient for the purpose.
Use good contents for website and blogs
The use of attractive content for the official website of a company and the chosen blog
sites can help people understand and figure out their benefits of using a product. As the
promotion is related to the sales of Oil-Free Hidden Valley Dressings and Dips, Innovative Brita
Filters, and Personal Care Products such as Beauty Innovation with instant skin effect, the
changes should be explained effectively through great use of contents. For example, the new and

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innovative features introduced to Brita Filters should be known to customers. They should know
the benefits of the change in their daily life schedules or else the customer won't take an interest
in it. Similarly, the ‘Beauty Innovation’ should be understood for it to make sense for the target
market (Green & Keegan, 2019).
Use social sites to strengthen the connectivity
The use of social sites such as Twitter, Facebook, Instagram and YouTube can be useful
in reaching faster to the target audience and answering their potential queries. Through active
social networking, the usefulness of the products can further be raised.
Offer subscriber discounted scheme
Good attractive discounts can help to sell a few quantities of items in quick times. People
would love to buy a product that serves their purpose effectively and is also available at
affordable prices.
Pricing
The pricing should be an essential activity to attract customers considering the fierce
competition that Clorox faces from Procter & Gamble, Kimberly-Clark, Colgate-Palmolive and
Newell Brands. Clorox can go for a competitive pricing strategy. This pricing strategy has its
advantages and disadvantages. Competitive pricing strategy is good because it eliminates the
pricing benefit of the rivals. However, this may not grab consumer attention. Also, competitive
pricing does not significantly cover the production costs, which might result in reduced profits
(Hinterhuber & Liozu, 2019). Even if Clorox has to go with competitive pricing, it should ensure

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that the product quality is better than the rest of others. Additionally, effective marketing of the
products will also ensure that Clorox gets the maximum advantage of selling at competitive
prices (Hinterhuber & Liozu, 2019).
Clorox can also go for a valuable pricing strategy to charge the premium. Customers
should pay for it considering the market reputation of Clorox, especially in the hidden valley
dressings and dips. However, a few points of consideration can be helpful for Clorox to ensure
the offers make sense to customers. Quality should be great to keep products unchallenged by the
competitors. The promotion activity must be aggressively done to effectively convey the
advantages of using Clorox as the preferred brand for lifestyle products.

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References
Anthonia, U. L. O. K. O. (2019). IMPACT OF PROMOTION ON PROFITABILITY OF AN
ORGANISATION: A STUDY OF NIGERIAN BOTTLING COMPANY PLC. Journal
of Advance Research in Business Management and Accounting (ISSN: 2456-3544), 5(3),
01-20.
Fredrick, K., & Patrick, M. (2019). INFLUENCE OF INVENTORY MANAGEMENT ON
PERFORMANCE OF THE ENERGY SECTOR IN KENYA. International Journal of
Logistics and Procurement Management, 2(2).
Green, M. C., & Keegan, W. J. (2019). Global marketing. Pearson.
Hinterhuber, A., & Liozu, S. M. (2019). Pricing Strategy Implementation: Translating Pricing
Strategy Into Results. Routledge.
Kembro, J., & Norrman, A. (2019). Exploring trends, implications and challenges for logistics
information systems in omni-channels. International Journal of Retail & Distribution
Management.
Kim, H. C., & Yoon, W. (2019). Study on types of technology cooperation partner and
innovation performance: Focusing on incremental and radical innovation. International
Journal of Innovation Management, 23(01), 1950005.
Pícha, K., & Navrátil, J. (2019). The factors of Lifestyle of Health and Sustainability influencing
pro-environmental buying behaviour. Journal of Cleaner Production, 234, 233-241.