Clean Spritz Essay

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CleanSpritz: Case Analysis --by Wang Jiaxing 1. Key issue and Recommendation The CleanSpritz wants to boost the declining sales by taking one of following 4 strategies: re-launching the current product; adding a new product that includes stronger concentrate in a recyclable pouch; adding a new stronger concentrate in a dissolvable packet; or keeping the business status-quo. After the sales potential and risks being leveraged, the option of adding “4:1 recyclable pouch” product is recommended to the CleanSpritz. 2. Analysis for the recommended solution 2.1. Demand: money cares a lot (income & price) The reason why the sales have declined in the past 5 year may come from 3 factors: Recession, Environmental Concern, and Price Competition. The MJ Brenner is overreacting to the environment threat. As research shows “In 2011,sales of green household cleaning supplies represented just 3% of all FDM household cleaning supply sales”, such a small market share itself is far from enough to account for the 7.5% decline in total sales in CleanSpritz. Economic recession has some impact on the drop in sales. With less disposable money, the consumers not only tend to spend less money in purchasing goods, but also become more economical in using cleaning products, replenishing those products at a slower rate than they did before the recession. Besides the economic downturn, the competitive environment provides another impact on the sales. Since more and more private-label products are penetrating the cleaning market with a lower price, the branded products are losing their market share. What’s more, even among the branded products, CleanSpitze has a relatively high price, which makes situation worse. 2.2. Customers They have an increasing concern in environmental friendly green product. Purchasing motivation: --price sensitive: lower price will

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