CleanSpritz Claire Beaton watched her colleagues tidy their desks and shut down their computers as, one by one, they departed for the weekend. It was Friday afternoon, September 21, 2012, but Beaton, brand manager for CleanSpritz all-purpose cleaning spray, knew that this would not be a weekend of rest and relaxation. On Monday morning, Beaton was to lead a marketing strategy session with Steve Logan, senior vice president of strategy for MJ Brenner's household cleaning division, and selected members of Logan's advisory team. Convinced that a concentrated version of the historically popular CleanSpritz cleaner was the best way to slow its continuing sales decline, Logan had given Beaton six months to research and plan a concentrate launch strategy. He was eager to hear her recommendation.

10 marks each -

Q1: What are some of the legal and environmental concerns surrounding the products?

Q2: Are there any technology/IT systems that CleanSprtiz can use to help it manage the new effort(s)?

Q3: Suggest a marketing mix for the product line. What would be your target markets?