Febreeze and the Consumer Decision Process
In some industries and for some products, the Consumer Decision process is a long and drawn out, filled with enormous data collection and evaluation prior to a decision being made. What happens with the development or discovery of a new product that perhaps the consumer doesn’t even know they have the need for it? Such was the case with Proctor & Gamble’s Febreeze.
Entry Into the Marketplace
When P&G initially discovered and created the formula for Febreeze in the early 1990’s (Duhigg, 2012), the company sensed it had an amazing product that would be a hit in the marketplace if they could figure out the need recognition aspect for the consumer. Need recognition, is the first step in the Consumer Decision process (Grewal & Levy, 2014) and key in the fact that if consumers don’t sense a need the product will linger and die on the shelves. Proctor & Gamble as a company was full of products with great success for filling consumer’s functional needs and even greater with getting products into a consumer’s evoked set. Products in the Tide and Olay brands are both great examples of these types of P&G’s successes. However, the initial testing and marketing of Febreeze seemed difficult and challenging. P&G Marketers were unable to get anything other than dismal sales results regardless of how remarkable the product was at eliminating odors (Duhigg, 2012).
Consumer Need Recognition
Febreeze was initially marketed to “get bad smells out of fabrics” (Duhigg, 2012). P&G was trying to appeal to a consumer’s need recognition of bad smells in their household and providing the product to fill that need. However, after extensive research, it appeared that consumers with these severe bad odor...
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...ng process. In addition, due to the brand’s power, it is a recognized frequently in a consumer’s evoked set which also contributes to its dominance in the air care marketplace. Finally, using innovative marketing strategy to link Febreeze with other P&G products will continue to ensure its future growth and success in the market and to their bottom line.
Works Cited
Briney, C. (2005). Air care's fresh start. Global Cosmetic Industry, 173(3), 48-50. Retrieved from http://search.proquest.com/docview/196442096?accountid=38569
Duhigg, C. (2012) The Power of Habit: Why We Do What We Do in Life and Business. (pp 43-49; 55-58). Random House, LLC, New York
Grewal, D., & Levy, M. (2014). Marketing (4th ed.). New York, NY: McGraw‐Hill/Irwin. ISBN‐13
9780078029004
Rausch, T. (2006). P&G marketer: Branding a challenge in a cluttered world. Lima News, The (OH),
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