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Clorox case Study Essay

1. What attitude change strategies is Clorox using to persuade consumers to buy its Green Works products? Clorox is definitely using the change ideal strategy. They are trying to move their brand into a new market of being environmentally friendly. They still have their original line but they are introducing a new, more eco friendly option for the consumer that is concerned about the environment and the effect these harsh cleaners have on it and their families.

The cleaning industry, as most other industries is all about convincing people they need products that frankly, they do not need. To clean you only really need some vinegar. Its actually better for the environment and people than all these other options, even he eco-friendly and/or organic options. Honestly that’s all it is in a lot of organic products. You are just paying for the brand where you could get a large amount of vinegar for pennies! They also shift the importance and add beliefs.

The environment wasn’t that important to Clorox in the past, but they saw a market for it where they could capitalize a majority of the sales. So they jumped on it. They definitely do over that market with over 200 million in sales. 2. Which of the eight “Shades of Green” environmental segments discussed in Chapter 3 does the Clorox Green Works line appeal to? Explain. I would say any but the eco-centrists or eco villains, because they are against big corporations.

The reason for this is because they feel that it’s purely a marketing scam. Which is a big reason the Sierra Club dealt with some serious backlash from partners and supporters. Though they are on opposite ends of the spectrum, they both without questions would turn down Green Works products, even though they are price competitive with many regular brands. Green works covers mostly all the bases of what the other sub groups are looking for in a cleaning product. Whether it be the price tag, the Clorox name, EPA, NPA, or Sierra Club approval, it hits them all.

3. In what way is the “Green Works” name utilizing a rhetorical figure? Is it effective? Explain. In the title itself Clorox states that green just works, it can be their slogan and logo, almost like a subliminal message. “Green” puts into people’s head that it’s environmentally friendly because consumers connect that world with this belief. Which can lead to consumers being easily tricked into paying more for something that really isn’t any better than other options. (Not meaning that this is what Green Works is doing.) Taking a look at the bottle
they use a lot of visual rhetoric as well. “Green Works: Our Name Says it All!” 4. Should Clorox engage the negative bloggers directly by blogging as well, should it simply ignore them, or should it try other indirect methods of dealing with the negative fallout? It really depends on the situation and the severity of the negative feelings. Sometimes it is just too far-gone and may be unsalvageable.

Clorox should never be attacking or offensive in their blog because that will just give these bloggers more ammunition. But they should try and approach al these harsh negative views as neutral as possible to hopefully stop the bloggers from affecting anyone else’s opinions. If they make a good point then the company should acknowledge that and work to correct the problem.

This will show that they are trying. 5. Why are the endorsements of Sierra Club, the EPA, and the NPA so important to Clorox and the success of Green Works? Consumers trust these associations, so a product being certified by them shows the consumer that they are reputable. But it can also have some negative backlash on the association if people oppose the brand like some of the Sierra Club partners.

Sponsorship and source creditability can do wonders for a brand, as long as it is done the right way and there is no shady things going on. It is all about creating trust and these partnerships, for the most part have done that for the consumer. 6. Does it affect your attitude toward Green Works to know that the Sierra Club is receiving money from Clorox? Which aspect of the attitude process is at work here?

This is a grey area, as a consumer, I would hope this was done with the best intentions and none of this is bribe money. But one really does not know. I would say this affects cognitive and behavioral, since behavior changes can lead directly to cognitive changes. To prove that they really are doing what they can to be eco friendly and that this money they give to the Sierra Club is in fact not a bribe. They are using sponsorship to prove that their product is in fact eco friendly. 7. Clorox never in its history has put an ingredient list on its package. Now it does on Green Works.

What attitude process is at work here? Clorox is trying to prove that it is a green product, and having the ingredients on their does this. Truth in advertising is hard to find, so by doing this they are showing people stra ight up what is inside. A company that is usually seen as bad for the environment has a lot to prove to change these processes, and by putting the ingredients on the label it’s a big step.

Clorox is trying to use source creditability, by listing the ingredients and teaming up with associations such as the EPA. 8. Examine the packaging for Green Works. What perceptual processes are evident in the design and in how consumers will perceive and interpret the product? For one, I understand there thought process behind coloring the liquid green. But it doesn’t make sense to me unless they use a natural colorant. I sort of doubt that because most products do not use natural colorants.

“Natural” or “eco-friendly” products should be kept the natural color they are. It defeats the purpose of these products if you are adding chemicals that aren’t really that regulated to them. Cleaning products use bright colors as a stimulus to catch consumers’ eyes. Marketing and advertising use a lot of tactics you would use on children to get adult consumers’ attention. Color really shouldn’t matter, how the product works should be the main feature. But alas it is not.

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