Hong Kong -- (SBWIRE) -- 11/07/2010 -- Marketsensus has just released a report regarding the Clorox Green Works case. 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:

DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Introduction 2
Growth in the household care market is slow with downward pressure on prices 3
The Green Works range signals a major strategic shift by Clorox 4
Consumer surveys confirm the growing interest in ecological directed purchasing 6
Consumers now want to expand their ecological stance beyond green purchasing habits 7
'Greenwashing' by large companies is now a concern to regulators and consumers alike 7
Greenwashing is attracting interest from the blog community, but is a tough issue to pin down 8
One company has attempted to refine the greenwashing issue 8
Clorox has received its own allegations of greenwashing 9
Partnership with the Sierra Club has boosted Green Works' credibility 9
Clorox's partnership with the Sierra club has not been without problems 10
Conclusions 10
APPENDIX 12
Case study series 12
Methodology 12
Secondary sources 12
Further reading 12
Ask the analyst 13
Datamonitor consulting 13
Disclaimer 13
List of Tables
Table 1: Bleach market brand shares (%) by value (US$ m), 2003-2006 2
Table 2: Household care product market value (US$ m) by category, US, 2002-2012 4
List of Figures
Figure 1: Green Works has a recognizable brand imagery but with some variation 5
Figure 2: Green Works packaging signals the ecological intent of the brand 6

CLOROX GREEN WORKS CASE STUDY: LAUNCHING GREEN PRODUCTS TO ENCOURAGE GROWTH IN STAGNANT MARKETS
http://www.marketsensus.com/clorox-green-works-case-study-launching-green-products-encourage-growth-stagnant-markets-p-51065.html

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