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Febreze Case Study

This document provides a case study about Febreze, a product made by Procter & Gamble (P&G) to eliminate odors. It discusses three insights P&G had about consumer behavior related to odors. It also analyzes whether P&G's campaign objectives of repositioning Febreze were aimed at changing consumer perception of the product. Finally, it evaluates how P&G could determine if the campaign's objectives were achieved through interactions with the public and realistic advertising approaches.

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Khurram Khurshid
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466 views

Febreze Case Study

This document provides a case study about Febreze, a product made by Procter & Gamble (P&G) to eliminate odors. It discusses three insights P&G had about consumer behavior related to odors. It also analyzes whether P&G's campaign objectives of repositioning Febreze were aimed at changing consumer perception of the product. Finally, it evaluates how P&G could determine if the campaign's objectives were achieved through interactions with the public and realistic advertising approaches.

Uploaded by

Khurram Khurshid
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Consumer Behaviour

Febreze Case Study

Submitted to : Mam Javeria Khan

Submitted by : Khurram Khurshid

Section : A (morning)

Course: BBA 7th

Roll # 2171016
1.  Apply the principles of perception to the three insights listed in the case.

Perception is the process by which individuals select and organize a meaningful and
picture of the world.Consumers act and react on the basic of their perceptions, not on
the basic of reality
In the first insight P&G knows that consumer do not want malodorous environment
when they reached home or any guest arrived through that perception P&G focus on
unpleasant smell removal because P&G do not want their consumer uncomfortable
with their own home or place.

Second insight related to sensory input and P&G use applied this the Febreze being
sprayed in a home hits most people sensory receptors and allow them to evaluate the
house as clean and this strategy really helps alot.

Third insight is the observation of consumer in the stores the first impression of a
consumer after picking up a product from the store shelf will be the last impression
that’s why P&G attract their customer by providing different kind of scents that leave
a lasting impression on their mind. Because if product do not attract the consumer at
first sight it might be a failure.

2.  Are the three objectives aimed at repositioning Febreze? explain your answer.

Repositioning is the process by which a company changes the image and identity of
the product to change it’s perception in consumer minds.Mostly this technique applied
when old product doesn’t leave their impact in the consumer minds.
The three objective i.e
1.  restore faith in Febreze odor-eliminating capabilities in a way consumers will
remember.
 2.  Generate buzz for the Febreze brand and its advertising.
 3.  restore the distinctiveness of the Febreze brand.
Insights
This will give strength to P&G product and will be a competitive edge for them and
will attract loyal consumer.
 3.  How would P&G determine whether the campaign’s objectives have been
achieved?

The campaign’s objective achieved due to interaction with the public P&G reached to
public through advertisement on social sites, and direct interaction with the people
this will give more welcoming impact to the consumer . By using more realistic
approach in their campaign touches the consumer.

4. On You Tube, you can find several commercials that “brought to life” the “big
idea.” Describe

The first commercial shows a mother who is nose-blind and can not smell anything,
and kept her house smelly and did nothing about it. This problem made all her family
move out of the house because none of them can stand living in a smelly house. The
humorous part of the commercial will attract some people, but more importantly
moms will get cautious of their families pulling away from the house so they would
try and keep the house smelling more appealing.
 https://www.youtube.com/watch?v=biI2fw8x_Mg

.The third commercial shows a man had his food such as burger in a car and he smell
nothing. However, her wife perceived it as smelly.

This commercial want to tell people that sometimes the smell of food is only good for
the person who eat it but not the person who around you. Therefore,the person should
take care of the smell after eating.
 https://www.youtube.com/watch?v=ESSVpAhrgyg
5. Several versions of Febreze are now on the market (febreze.com). Apply the
concept of benefit segmentation to three of them

Benefit Segmentation is based in the benefits that consumer seek from products and
services to fulfill their needs. Febreze air freshener product in the market truly
eliminate the bad odour from the air their unique design, user friendly nature and
protective packaging attracts the consumer.
Their product including
 light odour clean away odour with no heavy perfume in it for those who felt
unconscious in heavy perfumes.
 Also their Allergen Reducer eliminates odour and not harmful for those who are
allergic to pollen and dust.
 Also their car air freshener remove unpleasant smell of leather and other smelly
item from the car to keep car interior a happy place to sit in.

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