tailieunhanh - Ebook Contemporary marketing: Part 2

(BQ) Part 2 book "Contemporary marketing" has contents: Relationship marketing and customer relationship management, product and service strategies, developing and managing brand and product categories, marketing channels and supply chain management; integrated marketing communications, advertising and public relations,.and other contents. | 341 PART Product Decisions Chapter 11 Product and Service Strategies © Getty Images/PhotoDisc Chapter 12 Developing and Managing Brand and Product Categories 342 11 TER Strategies © Terri Miller/E-Visual Communications, Inc. CHAP Product and Service Green Works: C reen Clorox Aims to Clean Up the Environment When you do laundry, you want your clothes to come out clean. Add a little bleach, and those athletic socks emerge a crisp white. dd ble Clorox has be whitening socks, T-shirts, towels, and sheets— been lorox anything needing a d g dose of bleach—for centu more than a century. While consumers are and loyal to the brand, until now no one would have pointed to Clorox products as good for the environment. In fact, detergents in general, along with household cleaners, have come under fire from environmental groups for the chemicals they contain and for the residues they leave in groundwater and the soil. So why are people suddenly using Clorox and green in the same sentence? The Clorox Co. has developed a line of natural, biodegradable household cleaners—including an all-purpose cleaner, 343 PRODUCT AND SERVICE STRATEGIES window cleaner, bathroom cleaner, and others—called Green Works. The new products are available at traditional supermarkets like Safeway and Wal-Mart, so people don’t have to travel to specialty stores to find them. They are also priced competitively. Best of all, they work. In the past, Clorox has been reluctant to join the league of green products because of the products’ negative reputation among mainstream consumers. “There are four reasons this [green] category has been held back,” explains Matt Kohler, brand manager for Green Works. “There’s a perception that natural products don’t work. They’ve been very expensive. People often have to go to special stores to get them. And there’s not a brand that consumers know and trust.” But the only growing niche of the $ billion market for household cleaners that is the green .