Another strategic business unit within Clorox is the pet supplies division. This unit consists mainly of kitty litters, under three different brands; Fresh Step, Scoop Away and Ever Clean. Fresh Step dominates the market with their 14 types of litter whereas Scoop Away and Ever Clean do not seem to keep up with Fresh Step. We will explore the strengths, weaknesses, opportunities, and threats of this strategic business unit through a SWOT analysis.
A strength of the pet supplies SBU is the use of aggressive marketing techniques that grab the attention of consumers. Fresh Step’s marketing team has launched multiple marketing campaigns on television that have been very successful, bringing them lots of attention. Fresh Step has bright and colorful…show more content… Many of the ingredients in cat litters have been found to harmful to both humans and pets. New studies on the safety of ingredients in cat litters could lead to more government regulations. Another threat is the increasingly high demand for natural products, and competitors already supplying all natural products. Especially when it comes to pets, consumers are seeking out natural products. Pet Business reports that 15% of sales in the cat litter market have gone to natural alternatives for cat litter. Competitors have products that are biodegradable, natural, free of chemicals, and cheaper in price. Consumers want to see that Clorox cares for the eco system and future of our society too.
Pet Supplies BCG Analysis
The pet supplies unit of Clorox is a cash cow. Fresh Step has a high market share, being in the top 5 of the kitty litter industry for the past 6 years. They made a strong entrance into the market and have has strong sales since 2010, but they are not growing at a high rate. Fresh Step in not a cheap product, it takes a good amount of money to produce and market. There is a strong demand for the product, and if customers are satisfied, they will keep buying the product. Fresh Step provides a steady income for the company and will continue to do so in coming
