Word: greene
(lookup in dictionary)
(lookup stats)
Dates: all
Sort By: most recent first
(reverse)
Peiros doesn't whitewash such public scrutiny, but he believes if the market wants green, there's no reason a trusted brand like Clorox can't provide it. "We're doing something that we think is the right thing for the business and society, and we'd love to be doing more of it over time," he says. "But we don't pretend we've converted ourselves." To up Clorox's eco-cred, the products will carry the logo of the Sierra Club (in return for a portion of sales). And to up its distribution, Clorox got Wal-Mart Stores...
What does Green Works bring to the table? Clorox spent about $20 million to develop the products--all-purpose, dilutable, bathroom, toilet-bowl and glass-and-surface cleaners. But perhaps most significant, Green Works products are priced at a 15% to 20% premium compared with conventional ones (suggested retail price for 32 oz. [1 L] of the all-purpose cleaner is $3.39). "The prices are much lower than for products typically found in Whole Foods," Peiros says. "Consumers will be getting a great product at a cheaper price, so if I were one of those companies, I'd probably feel...
Michal Ann Strahilevitz, a professor of marketing at Golden Gate University in San Francisco who researches consumer interest in green, thinks Clorox's pursuing its core customer base--rather than trying to convert loyalists of other natural brands--is the smarter strategy. "Consumers come in different shades of green," she says. "Some are dark green, as in almost obsessive. But it's more typical for consumers to be light green, when the price they pay does not involve too much inconvenience or too much money." And that's exactly the way Clorox is shading...
...guilt-free activity. H2O won't make you fat, give you cancer or stain your teeth a revolting shade of yellow. It's second only to soda as the American beverage of choice, ever since marketers thought to package it for us in handy plastic bottles. But now the green lobby informs us we may as well be clubbing baby seals with our Evian bottles, so great is the environmental havoc wreaked by their manufacture and disposal. Some resourceful consumers have taken to reusing the containers multiple times; others have switched to reusable water bottles...
...GREEN YOUR GARDEN...