Group 5: Hannah Schrader, Shawnee Sellers, Teodora Yordanova, Tyler Soliday RTV4930 | Strategic Brand Management Brand Audit Final Report Presentation Professor Sylvia Chan-Olmsted, Ph.D.Wednesday, December 5, 12
Overview • Project Goals: Our group sought to understand how Febreze • Step One: Understand how Febreze has been branded and marketed, and its place in the brand category of air fresheners. • Step Two: Assess sources of brand equity by conducting an online survey. • Step Three: Based on the current brand identity, propose changes to the brand in order to improve its position and identity. • Step Four: Recommend a plan to put the desired position and identity into action by strengthening certain associations, adding new ones and eliminating negative associations.Wednesday, December 5, 12
Brand Inventory Product Market: Air fresheners Sales are doing well, despite the economy Up to $7.77 billion in 2010, P&G reaches 84 countries Competitors to Febreze are Glade and Air Wick Brand Elements: Effectively gets rid of odors; fresheners, candles, plug-ins and car clips Target Segment: Middle class women ages 18-50, athletes Marketing Programs: N.F.L.’s Official Air Freshener , “Breathe Happy” global campaign POP: Seasonal scents, flameless oil diffusers, products for the home and car POD: Not necessarily overpowering because it kills odors instead of merely masking them, wider product rangeWednesday, December 5, 12
Brand Exploratory Research Method: Research Overview: With these questions in mind, Who buy’s the product? we created a survey to gather How often do consumers consumer information. buy the product? The survey asked consumers a What is important in variety of questions about their purchasing air fresheners? air freshener purchases, about How do Febreze and their knowledge and awareness competitors compare in of the brand, and what’s terms of PRICE, QUALITY important to them when and EFFECTIVENESS? purchasing air freshener products. How aware are consumers of Febreze? The survey was distributed via Facebook and other social media pages and sites. We gathered responses from ages 18-55.Wednesday, December 5, 12
Brand Exploratory Survey Results: What is the most important 87% of surveyed have factor in purchasing an air bought Febreze products freshener? before 1. Quality Most said they purchase air 2. Price freshening products “rarely” or “sometimes” but use 3. Type products “sometimes” or 4. Brand “quite often” When asked what they The biggest competitor to would change, the majority Febreze is Glade. of respondents said lower prices.Wednesday, December 5, 12
Brand Exploratory Survey Results: The products they use most frequently are air- freshening spray and candles, with plug-in freshener coming in last(graph1) Survey participants showed great brand recognition(graph2) Febreze ranked well in effectiveness and quality, but not as high in price. (graph3)Wednesday, December 5, 12
Proposed Directions •Based on consumer responses and survey results there were two areas that could be improved to enhance the Febreze brand overall and increase market revenue. •1. Lower Prices •One of the main issues for customers is the prices of Febreze products. •2. Development of ‘Scents’ Products •There were low amounts of association and awareness of Febreze products such as the Car Vent clips and NOTICEable oil plug ins. 7Wednesday, December 5, 12
Lower Prices Strategies Focus on lowering prices. Developing new or changing already existent products into condensed sized products with low production costs by focusing on price and less on quality and sustainability for these products. •Small and disposable. •Multiple products per package. •Lowering prices on “set & refresh” products and increase advertisements. Promote new lower prices. 8Wednesday, December 5, 12
Lower Prices Tactics Implementing a marketing campaign targeted for college students featuring multiple products and emphasizing low costs. Adding commercial campaigns promoting cost-friendly products geared toward college students. •Mom visit’s child’s smelly dorm room and leaves behind a set& refresh Febreze product. •College student wants to clean his dirty room; sprays Febreze product and is done instantly. Promote “set & refresh” products in college bookstores and surrounding stores. •Ideal air freshener product for college students based on price, quality and convenience. 9 This accomplishes awareness of more products while promoting better prices.Wednesday, December 5, 12
Development of ‘Scents’ Products Strategy Redesign Febreze NOTICEables and make the product more useful for the consumer. •Make them smaller •Let scent out gradually and over larger period of time instead of large burst all at once. •Increase longevity of scent. Distinguish diﬀerences between Febreze NOTICEables and Glade Plug Ins. Increase awareness of Car Vent Clips and developing more advertisements promoting these products. Promote Car Vent Clips in the Air Eﬀects “breath happy” campaign by featuring both products in commercials and enhancing product extension. 10Wednesday, December 5, 12
Development of ‘Scent’ Products Tactics Creating advertisements promoting the aspect of Febreze NOTICEables diﬀerent from that of the Glade Plug in. NOTICEables are: •Simpler and easier to use than “Glade Scented Oil Warmer” •Scent lasts longer •Features two complimentary fresh alternating scents Developing marketing campaigns for both the Febreze NOTICEables and Car Vent clips would help increase awareness. Increasing advertisements, commercials and in-store promos featuring both products. •Product displays of Car Vent clips in automobile parts stores and isles. •In-store displays featuring Febreze NOTICEables, promoting longer lasting scent and new exotic fragrances. 11Wednesday, December 5, 12
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