Distribution Strategy

Essay by pierce_d35University, Master'sA, September 2010

download word file, 9 pages 0.0



MKT 501

Module 3 SLP: Distribution Strategy



Back in1913, five California entrepreneurs invested $100 apiece to set up America's first commercial-scale liquid bleach factory, which they located in Oakland, on the east side of San Francisco Bay. In 1914, they named their product Clorox bleach. In the ensuing years, The Clorox Company as it is now known has grown into a worldwide manufacturer and marketer of consumer products. In this Marketing Plan I will formulate a Marketing Strategy for Clorox Disinfecting Wipes.

The Clorox Company's main mission is to provide innovative services to its consumers. I will base this Marketing Plan on the disinfecting wipes category of Clorox's cleaning product line. Disinfecting Wipes is one of the Company's leading products. Clorox was the first company to release these disinfecting wipes and is currently leading the wipe industry with a 47 percent market share. This is a highly competitive industry with the threat of many substitutes.

The main competitors to the Company are Lysol Sanitizing Wipes, Mr. Clean Wipe-Ups, and Windex Wipes.


The Clorox Company's mission statement is "We make everyday life better, every day." This mission statement was created as part of the company's five-year strategic plan. It represents how Clorox strives for growth in the Nondurable Goods industry as well as the great emphasis on its employees. Clorox considers intellectual capital to be its primary asset. The combination of dedicated employees and implementing technological advances allows Clorox to sustain its competitive advantage over competitors in today's fast-moving marketplace. Since 1913, Clorox has had a reputation of leading the industry with its products.


Bleach is the cornerstone of Clorox. The company's namesake household cleaning products are world leaders, but Clorox reaches far beyond bleach. Clorox produces a wide variety of...