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Clorox Green Works Case Study: Launching Green Products to Encourage Growth in Stagnant Markets
This report on Green Works forms part of a series of case studies, which explore 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.
Key reasons to purchase this title
- 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
- 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 - Cloroxs partnership with the Sierra club has not been without problems - Conclusions
- Case study series
- Secondary sources
- Further reading
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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...
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