Case | HBS Case Collection | January 2014

CleanSpritz

by John A. Quelch and Alisa Zalosh

Abstract

Sales of CleanSpritz all-purpose cleaning spray have been steadily declining for the past five years, and management believes the decline correlates to a growing environmental concern among U.S. consumers. CleanSpritz's management is considering several options to address the environmental concerns in hopes of reversing the decline in revenue: 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. Students must present their recommendations for the most effective strategy, keeping in mind the potential risks of each alternative. Students learn to demonstrate the importance of packaging in the marketing mix, analyze the costs and benefits of being a first mover, and learn about the decision-making process for a product extension that represents a creative attempt to rejuvenate a mature brand. This case can be used in courses on marketing management, product management or new product development, or marketing and social responsibility.

Keywords: Product Positioning; Competition; Marketing Strategy; Corporate Social Responsibility and Impact; Performance Improvement; Environmental Sustainability; Product Launch; Product Development; Consumer Products Industry;

Citation:

Quelch, John A., and Alisa Zalosh. "CleanSpritz." Harvard Business School Brief Case 914-537, January 2014.