the clorox company
A CONSUMER PACKAGED GOODS COMPANY
The Clorox Company markets some of the most trusted and recognized consumer brand names, including its namesake bleach and cleaning products. More than 80 percent of the company’s sales are generated from brands that hold the No. 1 or No. 2 market share positions in their categories.
During my time there, I worked on a handful of different brands and developed an intern project focused on understanding the consumer’s shifting mindset and what that could look like for some of Clorox’s brands.
SKILLS
Competitive benchmarking, trend research, brand strategy, concept development
TIME FRAME
Internship | August - December 2019
TOOLS
SketchUp, Fusion360, Keyshot, Adobe XD, Photoshop, Lightroom
how do consumers define value today?
VALUE TODAY
The definition of value is shifting from being price and convenience driven to being experience driven. Experience is tiered. Some purchases are driven by function, others are driven by emotion; most are driven by a blend of both. Overall value is defined by whether or not the experience had matched or exceeded the customer’s expectations.
Experience Drivers
There are four main drivers that help to define the type of experience someone will have.
Price
The cost of the overall experience, not just the product. Consumers are willing to pay more if the experience adds personal value.
convenience
How do I find what I’m looking for, how quickly does it get to me, how easy is it to use?
assortment
The variety of offerings that give the consumer the option to select the right product for them. Anything new or exciting is a plus.
brand
What does the brand stand for and what does it offer to me: shared values, a solution to a problem, a story or emotional connection.
Developing an OMNICHANNEL PRESENCE
CHALLENGE
Value is situational. No consumer defines value the same way and how they choose to define value shifts based on their situation in that moment.
STRATEGY
Different channels offer different benefits. By understanding how a consumer’s mindset shifts across channels, brands can activate across multiple channels to engage in relevant ways.
If brands are able to blur the lines between physical and digital channels, they have the opportunity to provide unique and frictionless experiences.
Market Today: physical
Glossier pop-up creates a physical manifestation of a digital brand.
POP-UPS
Immersive brand experience with an exclusive assortment of product.
This temporary shopping experience is fun, unique and brand driven. Pop-ups often include exclusive product or giveaways that add to the novelty of the experience.
Starbucks’ Roasteries create a theater for coffee enthusiasts.
Flagship Stores
A brand hub that operates as an immersive brand experience with an assortment of product and services that embody not just the brand but the lifestyle.
Limited storefronts make it harder to get to, but a shopping destination for the brand’s community.
Macy’s Story offers a colorfully curated assortment.
Curated retail
This store delivers on traditional value drivers, but product assortment is curated in order to delight and entertain the shopper.
Consumers can buy what they need or explore and shop for something new.
Walmart offers a massive product assortment at everyday low prices.
Grab + go retail
This format is ideal for buyers and puts convenience and price above all else.
Offering a large assortment of product allows consumers to pick and choose the best price point ad product that fits their budget or lifestyle.
Market today: Digital
Glossier x Bark offers toy versions of your fave products for your fave friend.
DIGITAL NATIVE BRANDS
A digital brand hub that acts as a both a storytelling and an e-commerce platform.
The site offers a complete assortment of products that are available for delivery direct to the consumer’s door. Typically packaged with a differentiating, branded unboxing experience.
Insta-cart offers in-app shopping integration for major brands.
Social media
Consumers can explore new brands or view a curated stream of their favorite brands’ newest and hottest assortment of product.
Content is curated in such a way that consumers unconsciously shop. An aspirational photo captures brand image and an integrated cart can create a seamless checkout to delivery process.
Amazon has outmatched grab + go retail to deliver low prices and über convenience.
Ecommerce marketplace
The marketplace brand embodies trust and reliance but beyond that serves as a platform for a seemingly unlimited assortment of products delivered direct to their door.
Good for buying and shopping around.
Buying and shopping are not the same.
UNDERSTANDING THE DIFFERENCE
BUYINg
Buying is transactional and convenience based. A goal or
job-oriented approach that is limited in scope. Optimized experience around the traditional drivers of value: price and convenience.
SHOPPING
Shopping is experiential, but that doesn’t mean it has to sacrifice convenience. The purchase is not a need and the consumer is open to exploration and discovery before purchase. Curated experience around the new drivers of value: brand, assortment, price, and convenience
Understanding shifting consumer mindsets
Current COnsumer Trends
CONSTANT CONSUMPTION
Constant overstimulation has trained society to unconsciously consume more content than ever. They are beginning to selectively filter meaningless content.
MEET ME WHERE I AM
Consumers are constantly on-the-go and this too busy to bother approach means that brands will rendered irrelevant if they fail to deliver.
INVESTING IN MYSELF
The rise of self care and me moments mean that consumers are starting to reconsider what and how they interact with products and brands.
INVESTING IN MY PLANET
Rising awareness around waste, transparency, and climate
change has forced consumers to
self-reflect on bad consumption habits.
How are valuable brands responding?
Creating new ways to excite consumers and keep them engaged.
Delivering frictionless, optimized moments that fit the consumers current day-to-day life.
Designing products or business models that add value or improve quality of life.
Supporting consumers by offering sustainable options that educate on why.
How has the competition responded?
Unilever x graze
Unilever acquires Graze snack boxes to accelerate presence in the fast-growing healthy snacking and out of home markets. They will be able to leverage the brands tech and e-commerce expertise for their wider portfolio of brands.
tide cleaners
A full-service, on-demand laundry solution, targeting city-dwellers, suburban families and students. Drop your wash in one of the 24/7 drop-boxes and get notified when it is ready for pick-up. This offers a convenient service that builds trust, loyalty, and is more relevant to a growing consumer demand.
gillete treo
Gillette designs for accessibility by launching the first, in 4,000 razors, to be designed for use on someone else. By targeting an overlooked consumer in an oversaturated market, Gillette has created an innately powerful design story.
cif cleans romania
An app allows residents to report offensive graffiti for Cif to clean up. Residents could report offensive graffiti using a photo and geo-tagging. A cleaning team would respond to reports and remove the graffiti. This brought positive change and emphasized their core message of protecting families from harm.
what could this look like for clorox brands?
Renew Life
Unboxing the product is the first step in the journey towards a renewed life.
Renew Life empowers women to break the silence surrounding digestive discomfort; to do that, they need a powerful, community-based platform that encourages women to share their stories.
We’ll create an unboxing experience that connects with and encourages them to join our community on social media. There they can learn more about our products, their benefits, and the common misconceptions surrounding digestion and probiotics.
Renew Life wants to personally welcome you to our community.
MyBrita
Streamline the current filter replacement and reward system to make it frictionless.
At Brita, we want to fill pitchers, not landfills. By downloading the MyBrita app you can easily keep track of all your Brita products.
Monitor the filter status of each of your products. Receive a notification when it’s time for your filter to be replaced and order replacements in-app to be sent direct to your door.
Simplify recycling by returning the used filters. Dry them and send them back in the RePack bag.
Build better habits using the in-app water tracker to log daily water intake. Set up notifications if you need reminder to drink water.
Easily track your plastic-saving impact and your MyBrita rewards.
The MyBrita App gives you tools to reduce more waste and control your experience.
Burt’s Bees
Give consumers the opportunity to experience and discover our products in store by making the Hive experience forward.
An experience forward in-aisle or endcap display welcomes consumers to The Hive and immerses them in what Burt’s stands for as a brand. It can educate consumers on why and how our products are made and invite them to explore by trying products on.
This display includes:
Rotating seasonal or featured products.
Product trays that offer try-on samples and a branded mirror experience.
QR codes that link to digital tools like hero ingredient stories and the digital lip and foundation shade finder.
A bin for collecting recyclable packaging.
clorox cleaning: The Diamond Standard
Refill models offer an opportunity to design premium solutions grounded in sustainability.
At Clorox, we believe in the power of clean and that means helping your home shine every day, not just those deep clean days. We’ve designed a new line of refillable, all purpose cleaning sprays that are perfect for tidying up those everyday messes so that your home looks and feels fresh until you have time for that weekly deep clean. (*wink wink*)
We’ve captured the strength and resilience of the Clorox diamond in a Forever bottle so that you’ll never have to buy (and toss) one of our single-use plastic cleaning bottles again. This reduces plastic waste by 90% over the lifespan of the product. Simply fill the Diamond bottle with water, add the concentrate, and screw on the trigger to enjoy a fresh, everyday, light clean.
Choose the Diamond Standard that is right for you.
Hidden Valley Market
A one of a kind experience that offers food for fanatics and families alike.
We want to offer our fans a true Hidden Valley Ranch experience, from our homestead roots to a take-home kitchen experience. The Hidden Valley Market will give our truest fans a place to go and celebrate their love of the good ole’ HVR.
The Hidden Valley Market evolves throughout the day:
During the day, visitors are invited to shop in the market or join in a Hidden Valley Ranch cooking class.
Market stalls that sell farm fresh local produce and Hidden Valley products.
The first come, first serve class is offered a few times throughout the day and introduces visitors to some quick, simple and delicious meals they can make at home using our products.
During the evening, the market closes and the market hall transitions into a restaurant that uses the freshest ingredients to produce Hidden Valley specialties.
