CLOROX: EXTENDING FRANCHISE GIVES NEW SHINE TO OLD BRAND

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The Clorox brand is cleaning up in the household products arena.

Under Chairman-CEO Craig Sullivan's new leadership, Clorox Co. is making the most of the well-known and respected brand name.

A major new-product cycle is fueling unit growth and market share gains as the company returns to a core-brand focus. Besides its established bleach business, Clorox has extended the label into other cleaners-creating a virtual Clorox megabrand family. And in advertising new usages for the old standby product, it's also increasing the value of Clorox bleach.

In the Clorox stable are Clorox Stain-Out and Clorox Prewash. The relatively new Clorox Clean-Up now comes in a spray version. Clorox toilet bowl cleanser and Clorox automatic toilet bowl cleaner joined the lineup this year.

New Clorox products along with other initiatives like Liquid-Plumr Build-Up Remover helped the company boost market share in 13 of 18 categories for fiscal 1994, ended June 30, company management told security analysts in July. The com- pany was No. 1 with 10 brands; No. 2 with four other brands; and eight brands posted a five-year record share of market. A record 14 products were introduced nationally.

"Clorox's U.S. brand health as it relates to household products hasn't been this strong in years," says Andrew Shore, analyst at Paine-Webber, New York. "Sales growth accelerated. Unit growth, spurred by an aggressive new-product cycle, accelerated. And management generally hit or exceeded Street estimates during the year when marketing support was at its highest level."

Clorox's roll is likely to continue-with more new products, and possible acquisitions, keeping the brand lively for the foreseeable future.

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