DQ1. Clorox is using an attitude change strategy of associating the product with an admired group. The good perception of Sierra Club will transfer to Green Works.
DQ3. While Green Works is a brand name, it is also a sentence with a noun and verb. Green Works implies that Green practices work to protect the environment.
DQ4. Clorox should engage the bloggers directly. Clorox should also use social media like YouTube and Facebook to provide positive information about Green Works product.
DQ5. Those endorsements are critical to the implementation of the change strategy Clorox is using of associating Green Works with well known, respected environmentally friendly organizations.
DQ6. The financial support of the Sierra Club is a positive because it provides an opportunity for Sierra to potentially influence Clorox in other ways. The attitude process is the identification.
DQ7. The attitude process is compliance, where Clorox hopes that a change in its operations would be received favorably, creating a new environmentally friendly perception.
DQ1. The advertising is reflecting changes already occurring in the marketplace. Positioning the male shopper in a positive way creates the perception that the change is a good one.
DQ3. They are using a strategy of co-branding, where two strong, established brands seek to increase individual brand equity. The fit between the two is excellent. Campbell’s has positioned the Chunky line as a hearty meal that appeals to men and the NFL is famous for strong, athletic men.
DQ4. The Chunky line is positioned as a very hearty soup, filling enough to double as a full meal even for those with big appetites.
DQ5. In the traditional roles, the husband would be more of an initiator (I’m out of chips) and user, the child would be an influencer (I want the cereal I saw on TV) and the wife would be more involved in the remaining roles.
Works Cited
n. page. Web. 23 Apr. 2014. <http://www.zeepedia.com/read.php?attitude_change_strategies_resolving_two_conflicting
n. page. Web. 23 Apr. 2014.
<http://www.prnewswire.com/news-releases/shopping-behavior-to-change-as-a-result-of-new-marketplace-realities-according-to-pricewaterhousecoopers-and-kantar-retail-87104307.html>.
