Big brands, small wins: Clorox seeks out growth in mature categories

This event report outlines how Clorox, the cleaning and household goods group, is attempting to fuel growth for its large brands operating in mature categories.

Big brands, small wins: Clorox seeks out growth in mature categories

Stephen WhitesideWarc

The Clorox Co.'s product portfolio is dominated by what Ashish Joshi – its senior director/consumer insights – described as "large brands in mature categories".

But while offerings such as its eponymous cleaning range, Glad trash bags and Kingsford charcoal all enjoy high levels of awareness and penetration, these strengths hint at a deeper issue facing Clorox: namely, that their growth rates are likely to be modest at best.

"There aren't these home runs available any more. This is a small ball game," Joshi told delegates at...

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