To: John Replogle, CEO of Burt’s Bees; Beth Springer, Executive Vice President of Clorox
From: xxxx, Marketing Advisor
Subject: Future of Burt’s Bees and Clorox
Date: 08/16/2020
The main problem faced by Burt’s Bees and Clorox is that because of the different attributes
of these two brands, Burt’s Bees’ credibility of being natural and sustainable is likely to diminish
as a result of the acquisition. Loyal customers of Burt’s Bees probably might question the
company’s commitment to being eco-friendly; Clorox will also face plenty of skepticism when it
advocates the idea of “go green” inspired by Burt’s Bees. To resolve this dilemma, both Burt’s
Bees and Clorox must focus on rebuild trust and relationship with those fading customers,
enhancing Burt’s Bees’ reputation as a natural and sustainable brand while keeping Clorox’s “go
green” promise as part of the corporate responsibility. Clorox should also ramp up advertising for
its subsidiary brands, especially those irrelevant with cleaning products.
Value means the benefits buyers receive that meet their needs. The main reason why
