New Case Study Looks at Clorox Green Works

Research and Markets has announced the addition of the "Clorox Green Works Case Study: Launching Green Products to Encourage Growth in Stagnant Markets" report to their offering.
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 Topics Covered:
- 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
- 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
For more information visit http://www.researchandmarkets.com/research/4b9e4f/clorox_green_works