Clorox Marketing StrategyA marketing strategy is a long-term, goal-oriented plan that aims to achieve specific marketing objectives. Clorox's strategic plan aims to increase its sales volume by 3 to 5 percent per year, which means that the marketing team must find ways by which the required sales volume will be achieved. According to Benno Dorer, Executive Vice President of Clorox and COO of Cleaning International & Corporate Strategy, the key marketing strategy is the “Always on Principle”, this principle is applied across the digital platform. This strategy works in such a way that someone searching for disinfectant wipes on babycenter.com receives a personalized ad, this ad is informed of what the potential consumer is looking for. The company also maintains a large presence on Facebook so that products are presented to millions of users who are then directed to Amazon or other outlets (King, 2012). Clorox also does product marketing in mobile retailer apps such as Safeway. The company also tries to have representatives in stores who can deal one-on-one with customers/consumers. Another marketing strategy used by Clorox is consumer fragmentation. Through consumer fragmentation, the company is able to group its target consumers into groups that can benefit from a particular advertising or marketing approach. Clorox also intends to increase its investment in the brand behind higher quality products and more focused 3D plans. The company appreciates the influence of media on consumer purchasing decisions and therefore wants to evolve its 3D demand creation model in the face of increasing retailer and consumer fragmentation. The three Ds of the model represent desire, d...... middle of paper ......0/competitive-advantage-by-michael-porter-part-3/The Clorox Company. (October 3, 2013). Clorox outlines 2020 strategy to drive long-term growth. Accessed March 21, 2014 from http://investors.thecloroxcompany.com: http://investors.thecloroxcompany.com/releasedetail.cfm?ReleaseID=794568The Clorox Company. (February 4, 2014). The Clorox Company Reports Slight Sales Growth on Top of Last Year's Strong Results; Updates outlook for fiscal 2014. Accessed March 21, 2014, from http://investors.thecloroxcompany.com/releasedetail.cfm?ReleaseID=822888The Procter and Gamble Company. (November 17, 2013). Business strategy. Accessed March 22, 2014 from http://www.pginvestor.com: http://www.pginvestor.com/GenPage.aspx?IID=4004124&GKP=208821Yahoo Finance. (April 1, 2014). Key Clorox Company Statistics. Retrieved from finance.yahoo.com: http://finance.yahoo.com/q/ks?s=CLX