In 1913, a purveyor of wood and coal, a bookkeeper, a banker, a lawyer and a miner each invested one hundred U.S. dollars in what was to become The Clorox Company. Their liquid bleach factory, based in Oakland, California was first called the Electro-Alkaline Company and their main product was named Clorox, a blend word of its two main ingredients’ names: chlorine and sodium hydroxide. One hundred years later, the company has grown into a multinational corporation with almost nine thousand employees in offices worldwide and features on Fortune magazine’s Fortune 500 list. The company manufactures and markets a wide range of products for both professional and consumer products, from detergent to lip balm.
Clorox markets some of the most trusted and recognised consumer brand names, including its namesake bleach and cleaning products, and they were all set to enter the Indian FMCG as a premium player. Apart from presence on modern trade the company’s key focus areas were being present majorly across digital platforms, which allowed them access and reach to an audience that would consider their products.
While Clorox is a leading multinational manufacturer and marketer of consumer and professional products with about 9000 employees worldwide, they are still testing waters in India and not too many people are aware of the brand, also as new entrants into the segment they are competing with giants in the space who have established themselves and have dominated the market for a whole century.
Clorox as an organisation believes in a performance first approach, which meant that marketing budgets would be allocated only basis the revenues that came from sales in the region. To ensure that we were in sync with their approach our strategy was naturally a performance first one too. With limited budgets at our disposal and a conscious decision to enter the Indian market only via Modern Trade & ecommerce, our go to market strategy was bespoke and highly customised for the brand
In line with the Go To Market strategy, our execution MO was pretty clear. We focused on being present across only those digital channels on which the probability of a full funnel approach coupled with re-targeting was possible. From awareness to action all our communication was focused on getting the user to do one of the two actions, either make a purchase on our ecommerce store front, or go to a modern trade outlet close to them that stocked Clorox products.
