Competitive Analysis of General Cleaner Industry

Perform 5 forces analysis of the general cleaner wipe industry in the US. (e.g., Seventh Generation, Clorox)

Specifically, I'd like (1) industry structure analysis and (2) a value chain analysis of this industry.

1. Industry Value Chain...please outline the basic activities of the players
-Does the industry do a lot of R/D?
-Does the industry design and develop its own products or does it "white label" generic cleaners?
-Do industry players manufacture the cleaners themselves or do they just white label generic cleaners?
-How do they market and sell cleaners? Through retail? Direct (ie, online)? What majority of sales come from each channel?
-What are the different business models of each player, if different?

2. Price Drivers...Why Do Industry Players Charge Either a Higher Price or Lower Price?
-Where is buyer value? Better cleaner? Low cost provider?

3. Cost Drivers