We’re continuing the discussion on Clorox’s newest product, Green Works.
In my last post, I looked at the first two things that Clorox needed to do to gain buy-in with both mainstream consumers buying green and green and LOHAS consumers.
In this post, I’ll be looking at two other things they needed to do to gain instant credibility.
Remember, in a store, there is much competition and consumers spend sometimes seconds deciding which product they will pass by. I’m in the minority in that I actually read labels similar to the LOHAS consumers.
3. Find a way to build trust quickly with green consumers. Product labeling is one of the most effective ways to market to green and LOHAS consumers. It’s one of the things they trust the most, if you know how to use the right language. Although Clorox uses the word, “natural,” a commonly misunderstood word, they explain it by listing ingredients and using the logo from the Sierra Club to gain instant credibility. As I explained in my last post, the Sierra Club has indicated that they have never endorsed any other household cleaning product.
4. Offer the product at a good value. Although green and LOHAS consumers will pay 20% more than the average consumer to buy a product that meets their lifestyle, they still want a good value. Because Clorox is such a large brand with the right distribution channels, they can easily offer the product at only this 20% premium price.
Since Clorox managed to do their homework and roll out the product in the right way, I can imagine they’ll do well. The only challenge I foresee is that LOHAS leaders normally prefer to buy from smaller, local companies and not corporations.
If this product truly performs better than some of the leading brands, Method, Seventh Generation, etc., then I predict Clorox might manage to even sway some of these consumers. Time will tell.
Helping You Understand and Profit from Consumer Health and Green Trends
Colette Chandler
