Based on the strategy - Clorox must concentrate on a new consumer segment rather than elderly women who are hesitant to spend a lot of money on cosmetics. They should target a younger demographic, between the age of 18 to 34 years, that are ecologically conscious and willing to pay a higher price for Burt's Bees products. For regular beauty customers, Burt's Bees prices are considered prohibitively high. So Burt's Bees should focus on young women who are committed towards the environment and the economy. Burt's Bees should do online advertising and sell its products on major online retail platforms to increase their brand's awareness among younger demographics.Burt's Bees should also expand its product lines and to attract more male customers. It should try to develop specific products for male customers, this can help them expand their customer base. Burt's Bees should also employ social media marketing channels to increase their interaction with their target audience. They should also target teenagers and men in their social media campaigns. WHY have you recommended this strategy? Explain. What data in the case or marketing theories can you use to justify your recommendation? List two drawbacks to your recommended strategy. Think of the problems that could arise that could negatively impact your success.

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Based on the strategy -

Clorox must concentrate on a new consumer segment rather than elderly women who are hesitant to spend a lot of money on cosmetics. They should target a younger demographic, between the age of 18 to 34 years, that are ecologically conscious and willing to pay a higher price for Burt's Bees products. For regular beauty customers, Burt's Bees prices are considered prohibitively high. So Burt's Bees should focus on young women who are committed towards the environment and the economy. Burt's Bees should do online advertising and sell its products on major online retail platforms to increase their brand's awareness among younger demographics.Burt's Bees should also expand its product lines and to attract more male customers. It should try to develop specific products for male customers, this can help them expand their customer base. Burt's Bees should also employ social media marketing channels to increase their interaction with their target audience. They should also target teenagers and men in their social media campaigns.

WHY have you recommended this strategy? Explain.

What data in the case or marketing theories can you use to justify your recommendation?
List two drawbacks to your recommended strategy. Think of the problems that could arise that could negatively impact your success.

Expert Solution