Clorox Insight’s Best Practice: Four-Step Bottleneck-Breaker

This event report discusses how Clorox, the food, bleach and chemical manufacturer, assesses and overcomes 'bottlenecks' in the consumer path to purchase.

Clorox Insight's Best Practice: Four-Step Bottleneck-Breaker

Geoffrey PrecourtWarc

For the Clorox Co., "Our mission at Clorox is very, very simple," Danny Brown, the Oakland, California-based FMCG's global shopper insights lead, told an audience at the 2013 The Market Research Event (TMRE) in Nashville, Tennessee. "We try to make everyday life better every day for our consumers."

At shopper insights, that goal is more refined: "We are charged with growing categories for our retailing customers. That's our primary and only focus."

Clorox has global brand recognition for its eponymous bleach, the company also market and sells Hidden Valley Ranch...

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