The Clorox Company is a manufacturer of various food and chemical products. The people at Clorox created Green Works® products, a line of powerful naturally derived cleaning supplies. Green Works® cleaning products use plant-based, biodegradable ingredients to help you clean your home without harsh fumes and residue.
Challenges
Before their international launch, Green Works needed to:
- Determine the required levels of marking investment to achieve sales goals
- Find the most effective initial allocation of investment across marketing vehicles
- Evaluate non-traditional marketing vehicles to impact sales
- Determine the viability of the brand in each of the target countries
- Develop a measurement plan to track performance
Approach
- Conducted in-country market assessments: UK, Argentina & Mexico
- Researched and profiled examples of non-traditional marketing in 20 case studies to showcase potential marketing impact of non-traditional spend
- Developed market sizing model for each country which showed “winnable” market size and share potential
- Developed customized marketing spend effectiveness model which forecasts optimal investment level and media mix required to achieve Green Works’ sales goals by country
- Created initial list of potential areas of media activation and costs, where currently available
Results
- Team’s forecasted sales supported achievement of Clorox’s revenue goal
- Identified primary marketing campaigns to optimize Marketing ROI
- Recommended investment in non-traditional media will drive awareness and trial in a cost-effective manner
