ANNEBERG & PETERSON FALL 2014
J304 MEDIA WRITING

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The following research was completed by Cole Anneberg and Cole Peterson to analyze The Clorox Company’s product, Clorox 30 oz. Regular Liquid Bleach. All research was conducted through the use of online databases such as Mintel, Redbooks, The Clorox
Company website, etc.
This creative brief showcases the target audience, features & benefits, current brand image, desired brand image, direct competitors, indirect competitors, advertising goal, and strategic message for the Clorox 30 oz. Regular Liquid Bleach product.

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The Clorox, 30 oz., Regular Liquid Bleach is a product used to disinfect surfaces or to clean dirty laundry. It is a leader in the cleaning industry with 4.8/5 star rating out of 5,179 reviews from product consumers (“The Clorox Company,” 2014). This product was created by The Clorox Company in 1913 (“The Clorox Company,” 2014).
This product has an annual sales total of $5,591,000,000. In comparison to its competitors, such as Reckitt Benckiser, Johnson, and Colgate-Palmolive, The Clorox Company currently spends an average of $504,000,000 per year on product advertising. (“The
Clorox Company: Media Spend,” 2014).
Founded in 1913 by Archibald Taft, Edward Hughes, Charles Husband, Rufus Myers, and William Hussey, this company was first called the Electro-Alkaline Company. Its products struggled to be successful in the market. It wasn’t until William and Anne Murray came to help revive the product in 1917 when Clorox bleach was introduced to the market in California (“Our Story,” 2014).
Clorox targets different people for each product they offer. The company launched its “Bleach it Away” campaign which was meant to target young adults who otherwise might not use the products. (“How to Use,” 2014).
PSYCHOGRAPHICS
Consumers of Clorox 30 oz. Regular Liquid Bleach value the product because it is useable to the last drop. The consumer cares about getting the product’s money’s worth. The 2013 redesign of the bottle allows for the bleach to be used in full through the use of a wrapping tube (“The Clorox Company SWOT Analysis,” 2013).
Larger households that consume this product prefer convenience. Heavy toilet usage and loaded schedules put a heavy reliance on convenience for cleaning products. These households prefer a “set-it-and-forget-it” type of product like in-tank detergents or disinfecting wipes. However, they also prefer cleaning products such as regular bleach and all-purpose cleaners. (“Toilet Cleaning and Bleach,” 2013).
Young adults may have interest in multi-purpose cleaning products to clean because they offer simplicity and convenience (“Household Cleaning: The Market,” 2013).
DEMOGRAPHICS
Consumers use a wide variety of products to clean the toilet. These products are not only specialized toilet products but also multipurpose cleaners, such as general tub/tile cleaners, all-purpose cleaners, disinfecting wipes, and regular bleach. (“Toilet Cleaning and Bleach,”
2013).
The diversity of products used reflects the variety of approaches that consumers take to cleaning the toilet and points to an opportunity for brands and retailers to give the process more structure through product education and regimen promotions. (“Toilet Cleaning and
Bleach,” 2013).
Consumers living in higher-income households are more likely than those with lower incomes to use specialized toilet cleaning products as well as brush systems that offer convenience at a premium price. Of households that make $75K or above annually, 60% of them use a toilet bowl cleaner liquid or gel with bleach. (“Toilet Cleaning and Bleach,” 2013).

(“REGULAR BLEACH,” 2014)
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People will want this product because it is a brand name cleaning solution that kills 99.9 percent of germs and bacteria. Still the leader, Clorox remains number one in bleaches (“Still the leader; Clorox remains number one in bleaches, but it thrives on other household products,” 2014). People believe in this product because it is a leader in the cleaning industry that focuses on health and wellness. After the “Great Recession” in 2012,
Clorox’s revenues reached $5.62 billion in the following year (“International Directory of Company Histories: The Clorox
Company,” 2013).
(“REGULAR BLEACH,” 2014)
(“HOME,” 2014)
The Clorox Company’s brand image is to enhance all of their different products besides bleach, because Clorox offers many different products. Clorox wants to offer the truth about bleach.
The Clorox Company seeks a brand image that promotes product effectiveness, ease of use, and environmentally conscious cleaning methods.
The Clorox Company hopes to take its Clorox 30 oz. Regular Liquid Bleach product and market it to minority populations such as black and hispanic people (“Hispanic Consumers and
Household Products: U.S.,” 2013).
Research conducted for black and hispanic consumers shows that importance is based on product effectiveness and sensory experiences through the use
(“REGULAR BLEACH” 2014) of fragrance (“Hispanic Consumers and Household Products: U.S.,” 2013). According to this same research report, product effectiveness and sensory experiences are more important to consumers than packaging related issues.
(“ HOME; MCDONALDS,” 2014)

RECKITT BENCKISER
Reckitt Benckiser states that its Lysol Original Scent Disinfectant, 12 oz has more cleaning power than bleach without the harshness (“Household Surface Cleaners,” 2013). This puts it consistently in competition with The Clorox Company with it usually being number two in the market with Lysol products.
(“HOME,” 2014)
(“ SC JOHNSON: A FAMILY
COMPANY,” 2014)
(“WELCOME,” 2014)
SC JOHNSON
SC Johnson claims its brands success comes from its products convenience. Products such as
Windex Glass, Scrubbing Bubbles, and Pledge Furniture and Carpet all feature multi-purpose which
81 percent of 1,570 people ages 16+ stated in a 2012 survey (“SC Johnson combines convenience with reducing waste,” 2012).
COLGATE-PALMOLIVE
Colgate Palmolive is best identified as a leader in green innovation for household cleaning. The company plans to phase out soaps that contain micro beads, which have been studied as harmful to the environment (“Household Surface Cleaners,” 2014).
DOVE SOAP
Dove Soap is an indirect competitor because some people would prefer to clean their shower or hands with Clorox, while “another person can use any brand of soap and water to clean a different shower” (“Davidowitz,” 2014).
(“ DOVE SKIN CARE, HAIR
CARE, BODY LOTIONS, AND
BEAUTY TIPS. 2014)
MCDONALD’S
McDonald’s fast food corporation is an indirect competitors because it aims to get people to eat on the go “rather than purchasing containers that allow them to carry food from home with them” (“Ariel
Blackman,” 2013).
(“ HOME; MCDONALDS,” 2014)
(“ HOME: SUSTAINABILITY,
COMPANY, BRANDS. “ 2014)
PROCTOR AND GAMBLE
Proctor and Gamble is an indirect competitor because it is the world’s largest producer of personal products by revenue. It competes with Clorox for the lead in revenue with other products such as pet foods and personal care products (“Proctor and Gamble Company,” 2014).
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The Clorox Company’s main advertising goal is to appeal to younger audience, and to endorse their other various products (“Media Spend: The
Clorox Company,”2013). The Clorox Company spends $504,000,000 annually to advertise to household and commercial consumers (“Business Summary: The Clorox Company,” 2013). A vast majority of Clorox’s advertising goes into
Cable TV ads and in print magazines. Compared to its other brands, The Clorox Company spent most of its annual budget on the Clorox brand in 2013. The Total spent for
Clorox products was $114,519,489 for its advertising in 2013
(“Media Spend: The Clorox
Company,”2013).
(“MEDIA SPEND: THE CLOROX COMPANY,”2013)
According to The Clorox Company website, many people are worried about using chemicals and think bleach harms the environment (“The Clorox Company”, 2014; “The Truth About
Bleach”). The Clorox Company addresses these concerns with a list of five facts.
FACT #1 | BLEACH DOES NOT FORM DIOXINS.
FACT #2 | THERE IS NO FREE CHLORINE IN HOUSEHOLD BLEACH.
FACT #3 | IS THERE MERCURY IN BLEACH?
FACT #4 | LAUNDERING WITH BLEACH DOES NOT HARM AQUATIC LIFE.
FACT #5 | CLOROX BLEACH DOES NOT DAMAGE EQUIPMENT AND SURFACES.
(“THE CLOROX COMPANY”, 2014; “THE TRUTH ABOUT BLEACH,” N.D.)

Consumers and Competitors. (2014). Stonybrook. Retrieved November 23, 2014, from https://stony brook.digication.com/ariel_blackman/Consumers_and_Competitors1
Davidowitz, J. (n.d.). Stonybrook. Retrieved from https://stonybrook.digication.com/jonathan_davidowitz/Customers_Competitors
Dove Skin Care, Hair Care, Body Lotions, and Beauty Tips. (2014). Dove. Retrieved from http://www.dove.us/
Home: Mcdonald’s. (2014). McDonald’s. Retrieved from http://www.mcdonalds.com/us/en/home.html
Home. (2014). Reckitt Benckiser. Retreived from http://www.rb.com
Home: Sustainability, Company, Brands. (2014). Proctor and Gable. Retrieved from http://www.pg.com/en_US/index.shtml
Household Cleaning: The Market. (2011, June). Mintel. Retrieved from http://academic.mintel.com/display/583286/?highlight#hit1
Household Surface Cleaners. (2013, November). Mintel. Retrieved from http://academic.mintel.com/display/687102/
Hispanic Consumers and Household Products. (2014, March). Mintel. Retrieved from http://academic.mintel.com/display/698848/?highlight
Marketline: The Clorox Company SWOT Analysis. (2014). Business Source Complete. Retrieved from http://web.a.ebscohost.com/bsi/ pdfviewer/pdfviewer?sid=d4bd2841-0d77-4035-be44-84d1efcb8934%40sessionmgr4003&vid=5&hid=4212
Media Spend: The Clorox Company. (2013). Redbooks. (2013). Retrieved from http://www.redbooks.com/advertiser/CLOROX_COMPANY/
Proctor and Gable. (2014). Wikinvest. Retrieved from http://www.wikinvest.com/wiki/Procter_%26_Gamble_Company_(PG)
Regular Bleach. (2014, November). The Clorox Company. Retrieved from https://www.clorox.com/products/clorox-concentrated-regular-bleach/
Regular Bleach. (2014, November). The Clorox Company. Retrieved from https://www.clorox.com/assets/Uploads/product-BLE-Con-Reg64oz-V2-0512-VS3.png
SC Johnson: A Family Company. (2014). SC Johnson. Retrieved from http://www.scjohnson.com/en/home.aspx
SC Johnson combines convenience with reducing waste. (2013, March). Mintel. Retrieved from http://academic.mintel.com/display/659774/?highlight
Soap, Bath and Shower Products. (2014. March). Mintel, Retrieved from http://academic.mintel.com.www2.lib.ku.edu/display/698360/?highlight#hit1
Still the leader; Clorox remains number one in bleaches, but it thrives on household products. (1985, March). Business Insights. Business Insights. Retrieved From http://bi.galegroup.com/essentials/article/GALE%7CA3697096/850809c1c3329851654d4f428812b0d2?u=ksstate_ukans
The Truth About Bleach. (2014). Clorox Company. Retrieved from https://www.clorox.com/our-story/the-truth-about-bleach/
Toilet Cleaning and Bleach. (2013, March). Mintel. Retrieved from http://academic.mintel.com/display/637611/
Welcome. (2014). Colgate Palmolive. Retrieved from http://www.colgatepalmolive.com/app/Colgate/US/CompanyHomePage.cvsp
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