Overview of the Green Clean Market

1
Overview of the Green Clean Market
2
What it Means to Be Green
russell davies This page is OK, but a bit
boring, I think you should have started with the
next page

• A products or companys greenness is more often
  than not a perception of its sustainability and
  non-toxicity.
• Sustainability is the ability to meet todays
  wants and needs without damaging future wants and
  needs.
• It is not enough to simply be non-toxic, but a
  manufacturer must also account for how they
• Source their inputs
• Are we depleting a resource? Are we using
  toxic/harmful substances?
• Treat their employees
• Are we, or any of our partners, guilty of human
  rights violations by ANY standards?
• Limit waste, or even eliminate waste
• What can we do with our byproducts? Can they be
  useful in other ways?
• Reinvest in the societies and environments in
  which they operate
• Is world a better place for our being here?

3
Consumers

• Although more than a decades worth of surveys
  , focus groups, and studies indicate consumers
  willingness to buy green,consumers actual
  purchasing patterns do not reflect their words.
• More interested in products that work than
  products that are good for the environment
• Phillips sold more compact fluorescent light
  bulbs when they were marketed as long lasting
  than as good for the environment.
• Toyota sold the Prius Hybrid not on its reduced
  emissions, but its ability to save gas and the
  owners money.

russell davies because this page is great.
Actual data that tells an interesting story about
a real problem well have to overcome. This is a
great place to start this conversation.
4
Entering the Green Market
russell davies Using other brands/examples is
great. Very few client companies want to be the
first to do something. They want to learn from
other people. And quoting someone else lends
authority to your argument.

• Consumers are more willing to purchase green
  products if this attribute is bundled with other
  features.
• Jim Makower, founder of GreenBiz.com and Clean
  Edge, Inc. advises marketers to use the following
  criteria when positioning a green product
• Price environmentally sound products comparably
  to conventional ones.
• Link environmental innovations to other benefits,
  like quality and durability.
• Brand green product lines with names that
  emphasize non-environmental benefits.
• The green-factor of a product should be an added
  bonus feature for a product which at its core
  simply works really well.

5
Major Competitors

• Citra-Solv
• Products that are just as good or better than
  national brands and safe for the environment
• Available online or through mainstream retailers
• Ecover
• Effective and sustainable solutions for peoples
  hygienic needs
• Sold in Whole Foods, Wild Oats, and other natural
  grocers
• Melaleuca
• Home, health, beauty, and financial products with
  a focus on personal holistic wellness
• Mail order/online only with a membership aspect
• Method
• Non-toxic products in well designed packages
• Sold mainly at Target stores
• Mrs. Meyers Clean Day
• Uncomplicated products for a clean and happy
  home
• Sold through high end grocers, independent
  hardware retailers, and online
• Planet
• Environmentally friendly household products that
  work
• Sold through traditional and high end grocers
  mostly in the Western United States, and online
• Seventh Generation

6
Threats
russell davies This makes sense. But its a bit
long-winded.

• Green/Non-toxic cleaning product sector maintains
  limited shelf space among traditional retailers
  which is becoming evermore crowded by new
  entrants
• As larger, more traditional consumer packaged
  goods companies recognize the long term and
  fiscal benefits of sustainability they will make
  their way into the sector with new dedicated
  brands or green/non-toxic versions of already
  established brands
• These new brands will have more channel marketing
  clout and larger marketing budget that their
  small independent counterparts
• Unilever, Dow Chemical only two examples of
  companies starting to make sustainable business
  decisions

7
Opportunities
russell davies Lots of good ideas here but it
feels like a slightly miscellaneous list. Id
have liked to have seen it tied together in a
bigger theme or something. It doesnt quite feel
like a concluding page. Youre not leaving them
with a powerful last thought.

• Make cleaning green an easy, affordable, and
  EFFECTIVE alternative to traditional cleaning
  products
• Small business and large franchises are becoming
  more environmentally friendly as a business and
  marketing tactic
• Franchises like Coffee Bean Tea Leaf integrate
  green and sustainable practices as their
  marketing plan and would probably be open to
  cleaning their cafes with green products and
  having green sanitary supplies in their
  lavatories
• Supply to professional cleaning and supply
  companies and help these entrenched businesses
  add a premium non-toxic option to the repertoire.
• Establish brand history and authenticity in the
  consumer market early before the major CPG firms
  seriously enter the market
• Partner with retailers to assist them in their
  green branding efforts in exchange for more
  prominent shelf space
• Distribution will be key. So if traditional
  retailers fail, find non-traditional grassroots
  retailers.
• Consumer to consumer via the Mary Kay method
• Wellness retailers and services
• Yoga studios, health food stores, holistic
  medical clinics, local farmers markets

8
Sources
russell davies Great page. Sources! (though Id
prefer to see them as footnotes)

• ApartmentTherapy.com
• BusinessWeek, Beyond the Green Corporation
  January 29, 2007
• CNN.com, Businesses See Green in Going Green
  December 21, 2006
• CNN.Money.com, The Green Machine July 31, 2006
• GreenBiz.com
• New York Times Magazine, Consumed Method
  February 29, 2004
• TreeHugger.com
• World Changing, edited by Alex Steffen 2006
• WolrdChanging.org