BUS 120(CRN-13052)

CLASS DAY AND DURATION: - WEDNESDAY (9:30 TO 12:30)

GROUP: -9

GROUP MEMBER: -TARANVEER SINGH 7009372358 Taranveer.Singh1@student.ufv.ca

MANDEEP SINGH 8264411873 Mandeep.Singh12@student.Ufv.ca

ANURAG DHINGRA 8448952079 Anurag.dhingra@student.ufv.ca

ISHAAN CHAWLA 9876466669 Ishaan.chawla@student.ufv.ca

DATE SUBMITTED: - 23-02-2022

DATE DUE: - 23-02-2022

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 Table of Contents
Certificate of Originality……………………………………………………………………3

Acknowledgement………………………………………………………………………….4

Summary……………………………………………………………………………………5

Question and answers……………………………………………………………………….6

Original Research Done By Group…………………………………………………………10

Relationship to concepts……………………………………………………………………11

References………………………………………………………………………………….12

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 Certificate of Originality

With our signature below, we certify that we have full control over the work submitted for
this case study, that it is truly our original work, that it was written by us, that it is not copied
(except as indicated in the acknowledgment and intext citations or properly cited references),
and that it has not been required to be submitted to this or any other educational institution.

Signatures:

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 Acknowledgement
STANTON CHEMICAL COMPANY case study provided us with an excellent chance to learn
about professional marketing tactics. We are grateful to our professor, Dr. Shyam Vyas, for
providing us with this fantastic opportunity! The information you provided enabled us to
carry out a more in-depth analysis of the existing situation and the company's growth as a
consequence of your guidance. The whole process was a great learning opportunity for me.
Please accept our thanks on behalf of all of the independent resources who assisted us in
obtaining all of the materials necessary to finish the project.

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 Summary
Clo-white is a brand of liquid laundry bleach that the company manufactures and sells. It is
possible that the bleach created in this method will develop an "ageing" issue. Consumers
will notice a reduction in the amount of whitening and stain removal capabilities, but they
will also notice a "stronger" scent. When laundry bleach is initially manufactured, it has no
odour and contains the maximum concentration of active ingredients. After a period of time
(5 to 8 days) in which the solution has been on the shelf, it starts to break down.
The chlorine in the combination is released as a gas, which accounts for the strong smell that
many bleaches emit as they decompose when they break down. Clo-While's research and
development team, in collaboration with the Quality Control Department and the marketing
and distribution team, has created the capacity to supply its bleach faster and more reliably
than any of its rivals. According to research, customers' judgement of how strong the bleach
is seems to be strongly correlated with how strong the bleach smells. Despite the availability
of detergents that include bleach ingredients, many homemakers continue to rely on
chlorine-based laundry bleach to remove stains and whiten their garments. In a
multidimensional process, the data was looked at, and the findings were shown on two axes
(the two main dimensions) on which rival brands seemed to be ranked.
It was also determined what the perfect bleach looked like in the eyes of the consumer.
Stanley, the Clo-White brand manager, believes that the study findings have repeatedly
shown the significance customers have for "smell" as a predictor of product strength. He
feels that Stanton should let its bleach "age" in order for the scent to become more
prominent. Stanton's strategy is to launch "Clo-White Plus" and market it as a new and
stronger bleach – all of which will be backed by a communication effort that will include
advertising, public relations, and sales promotional programmes to increase sales.

Questions and Answers

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Q1. How important is consumer perception as regards consumer’s evaluation of bleach and
other brands in the product category?

How easy (or difficult) would it be for a firm/brand to “educate” consumers about product
characteristics that may be contradictory to their own perceptions of the product? Why?
What can a firm/brand do to shape consumer perception?

Ans 1.

When people are looking for bleach and comparing different manufacturers in the industry,
they need to think about what people think about them when they make their purchasing
decisions.
Stan Chemicals may not be able to compete when it comes to telling customers about the
benefits of a great bleach and talking about how it works.
Stanton Chemicals may have a difficult time educating target market customers and
communicating the true properties of a high-quality bleach to them. In order to raise
consumer awareness, the company will need to engage in extensive campaigning and
extensive advertising campaigns. Concurrently, Stanton Company is working to improve the
quality of their bleach to the very best degree feasible in order to satisfy customer desires
and increase organisation profits, all while promoting Stanton Business Firm as the most
effective bleach.
It's possible that giving customers free samples of its bleach could help them get rid of their
preconceptions. However, they must first convince customers with the most logical evidence
in order for actual records to be delusion busters. Consumers will no longer be permitted to
shop for Stanton business bleach powder until and until they have thoroughly cleared their
minds of any traces of the firm's activities. In addition, the corporation may conduct
experiments and present the results to the general audience. In the long term, this strategy
may be profitable since customers will buy the product that provides the greatest and most
desired results rather than the one that merely has the most intense heady aroma but performs
badly.

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Q2. Is Mr. Lawrence’s suggestion “unethical”, or is he right in giving consumers “what they
want”? Be very clear Do ethics “pay in the long run”? – your opinion please.

Dwell on the three ethical levels discussed in class, & state which level is valid for the long-
term health & prosperity of any firm. What do you think?

What different / alternative strategies might you suggest that Stanton Chemical may consider
to meet & beat the competition?

What would be the short-versus long run effects of each strategy?

Ans. 2

He is correct in providing what consumers demand, which is critical for a company's

longevity since client satisfaction is the number one basis for a company's survival. When it
comes to moral conduct, we believe that it will pay off in the long term for everyone inside
the organization. The need for strong moral initiatives has never been greater than it is now
in today's competitive business environment. If we think about a specific situation, moral
action is ethically called "good" and "righteous."
Organizations are constantly subjected to excessive moral and ethical obligations that are
imposed on them by the government and the general public. Unethical conduct is often
considered a contagious sickness that spreads across society and eats it whole. When it
comes to dealing with moral issues in a corporate organization, top-level executives play an
extremely important role. The way they respond to morally challenging events has a
significant impact on how other employees in that organization will respond to similar
situations.
Several aspects of Mr. Lawrence's new strategy will have an impact on products in first
class, particularly since his plan would cause bleach to age, resulting in lower-quality items.
As a consequence, his desire is in violation of ethical standards. On the subject of ethical
principles paying off in the long term, I believe they do, but not to the extent that people
expect them to. People favour moral businesses, yet the reality is that a small number of
human beings will never be moral in their actions.

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The discipline of advertising and marketing has a shady side, which is unethical action on
the part of entities all over the globe for the sake of profit. Defining ethical principles is
much less difficult to do than it is to educate them. Employees' moral perspectives may differ
from those held by the firm as a whole. Companies benefit by applying moral principles to
decision-making, but the success of this strategy is entirely dependent upon the individuals
responsible for those choices. Decision-makers must constantly decide their very own views
and seek to remain ethical in order to be able to repay in the long run if they are to create
effective moral judgements.
We would prefer an approach that accomplishes both goals. Something that would be in the
centre of the road. Instead of only educating the audience or simply making the product
smell better, what we would recommend is the following:
 Increase the fragrance of the product, but not to the extent of other brands.
 The concept that bleaches that smell less are more effective should be promoted first
with scientifically established evidence and factually backed marketing campaigns.
 Slowly and steadily, we will build this campaign and re-release the odourless version
of the product as we raise awareness among our target audience about how our brand's
product is better to the competition.
We estimate that it would take anything from 6 months to a year to successfully implement a
campaign of this kind. While it is not as quick as simply changing the smell of the product,
we believe that by implementing this strategy, we will be able to maintain our superior
logistics so that even if the competition begins to catch up with this shift in perception, our
brand will still maintain the advantage, giving our brand a competitive advantage. While
completing one's education is a possibility, doing so runs the danger of causing the firm to
lose money. As stated in the lawsuit, competing brands are catching up with Clo-White in
terms of popularity. It would also have to deal with the dilemma of presenting a consumer
with something that they are unfamiliar with. Despite the fact that we are providing a greater
product, we are not abandoning our clients by making an abrupt shift in fragrance. My
recommended approach is to shift the market scenario to a position where our brand has the
edge, doing what it does best, and beating the competition, rather than attempting to play in
the competitor's natural environment. We should also not overlook the importance of viral

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online marketing in terms of their reach. The success of our company's brand may be assured
if it is marketed in a memorable and effective manner.

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Original Research Done By Group
We have gone through the class notes in writing and are completing this case since the class
notes have been really helpful to us in the past.
We also looked at viral ads that have had a significant impact on their respective companies'
images, as well as those that have educated the general public about the product and helped
to establish a brand's market presence.
Achieving Outstanding Results in New Markets When it comes to entering and excelling in
new markets, Dow Chemical has honed its skills over time. As a result of this expansion, the
firm has been able to diversify its income sources while also mitigating the business cycle
risk associated with the locations in which it operates.
More funds should be channelled towards advanced energy generation. Given the
significance of the company's expansion and the multiple markets into which it intends to
expand, The Dow Chemical Company must increase its expenditures in generation in order
to consolidate operations across the board. At the moment, generating financing is not
keeping up with the company's goals and aspirations.
Dow Chemical Company now has the chance to be part of a new, growing market thanks to
a new technological standard and a government flexible exchange agreement. This new
market has the potential to be very profitable.
In response to the acceptance of a brand-new technological trend and the implementation of
a governmental loose exchange arrangement, the Dow Chemical Company now has the
possibility of entering an exciting and rapidly expanding new marketplace.

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 Research Done By The Group
Market research: Market research is the process of gathering, analysing, and deciphering
information about a market, a product or service to be offered within that market, and past,
present, and potential customers for that object or brand; research into the characteristics,
spending habits, location, and preferences of your buyer's perspective, your business as a
whole, and the specific competitors you face.

Target market: The final customer to whom a corporation must sell its final product is
referred to as the target market. Target advertising and marketing is the process of
segmenting the market into many categories and developing advertising and marketing
tactics for each division in order to increase market share.

Customer Orientation: Customer centricity is a strategy for company. This requires

management and staff to be aware of changing client expectations and requirements. In other
words, the company's ideology dictates that all management and personnel place a premium
on consumer needs and aspirations.

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 References
Chemical executive search & recruitment. (n.d.). Stanton Chase.
https://www.stantonchase.com/industry-specializations/industrial/chemicals/

MOOSAAFFA, S. (2017, February 2). Success and failures of acquisitions: A case study for
a chemical company. Economics and Finance Research | IDEAS/RePEc.
https://ideas.repec.org/a/exp/finnce/v5y2017ip21-30.html

(2017, June 15). Stanton Construction Chemicals. https://www.sccsa.co.za/

(n.d.). Strategy& - the global strategy consulting team at PwC.

https://www.strategyand.pwc.com/de/en/industries/chemicals/chemicals-industry/chemicals-
industry.pdf

(n.d.). Yudu - Your Digital editions. https://content.yudu.com

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