Clorox Green Works Case Study

Launching Green Products to Encourage Growth in Stagnant Markets

Publication Date	August 2008
Publisher	Datamonitor
Product Type	Report
Pages	13
ISBN Number	not applicable
Product Code	DAT13292

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Summary

Introduction

This report on Green Works forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how Clorox has successfully entered the natural cleaning product category, enhancing its performance in the stagnant household products market, despite accusations of greenwashing.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

Catalyst
Summary
Analysis
Introduction
- Growth In The Household Care Market Is Slow With Downward Pressure On Prices
- The Green Works Range Signals A Major Strategic Shift By Clorox
- Consumer Surveys Confirm The Growing Interest In Ecological Directed Purchasing
- Consumers Now Want To Expand Their Ecological Stance Beyond Green Purchasing Habits
- 'Greenwashing' By Large Companies Is Now A Concern To Regulators And Consumers Alike
- Greenwashing Is Attracting Interest From The Blog Community, But Is A Tough Issue To Pin Down
- One Company Has Attempted To Refine The Greenwashing Issue
- Clorox Has Received Its Own Allegations Of Greenwashing
Partnership With The Sierra Club Has Boosted Green Works' Credibility
- Clorox's Partnership With The Sierra Club Has Not Been Without Problems
- Conclusions
Appendix
- Case Study Series
- Methodology
- Secondary Sources
- Further Reading
- Ask The Analyst
- Datamonitor Consulting
- Disclaimer
- List Of Tables
- Table 1: Bleach Market Brand Shares (%) By Value (Us$ M), 2003-2006
- Table 2: Household Care Product Market Value (Us$ M) By Category, Us, 2002-2012
- List Of Figures
- Figure 1: Green Works Has A Recognizable Brand Imagery But With Some Variation
- Figure 2: Green Works Packaging Signals The Ecological Intent Of The Brand