In my last post, we discussed Clorox entering the green and LOHAS marketplace with its Green Works product. I want to examine how they introduced the product and how you can do the same thing with your product or service.
Clorox knew that there name was synonymous with the word bleach. Think Clorox; think bleaching your clothes, counters, etc. And, we all know bleach is a chemical that is not very good for the environment—at least that is the perception in the marketplace. Bleach companies do not support this theory, though.
Regardless, in order for Clorox to gain market share, they needed to gain trust with both green consumers and the mainstream consumer groups buying green—not an easy feat. Clorox already has an established name in the mainstream marketplace, but green consumers are much harder to accept a company such as Clorox and I assume they knew that.
In order to get buy-in, they needed to:
1. Ensure the product really was green. This could be done by using the right ingredients (primarily natural and not harmful to the environment).
2. Ensure the product actually is equal to or superior than convention household cleaning products. I learned that they conducted blind tests with the market leaders in this category revealing they were on par, if not better than many other brands.
I’ll continue this discussion in my next thread.
Helping You Understand and Profit from Consumer Health and Green Trends
Colette Chandler
