1. CASE STUDY ON :
PROCTER & GAMBLE - FEBREZE "BREATHE HAPPY CAMPAIGN...
PRESENTED TO : PRESENTED TO:
DR.SATNAM UBEJA JAY JAIN
ANSHUMAN SINGH SONGARA
JOSHITA SAHU
PRANJAL SISODIA
ANURAG SONI
2. Introduction
In 1998, Febreze entered the air care category with a revolutionary product. Rather than simply perfuming
the air, its unique formula actually eliminated odors on fabrics and replaced them with a fresh scent. Febreze
became known as THE odor-eliminating brand and enjoyed great success. Recognizing a good thing when
they saw one, the competition responded by launching similar products that provided the same benefit.
"Brand Health" data indicated that P&G had lost its distinct positioning.
As competitors expanded to offer products similar to Febreze, the category became nebulous. Innovation
from any camp was replicated and marketing efforts were immediately countered. Products became
increasingly similar with indistinguishable claims. Almost all advertising featured generic imagery, presenting
freshness fantasies in idealized worlds. Toxic levels of advertising diluted P&G's marketing efforts and made
people unable to tell the brands apart.
Focus groups reaffirmed that P&G's audience wanted to create a "welcoming home" by keeping it clean, tidy,
and fresh, and that they were concerned about bad smells destroying this atmosphere. The threat of
malodors did not only made them uncomfortable, but triggered passionate descriptions of unpleasant smells,
reflecting their disgust of uncleanliness. P&G realized that focusing on the problem rather than the solution
could help Febreze stand out among the other brands.
Observations of shoppers in stores revealed that consumers were spraying the product in the aisle after
picking it off the shelf. This indicated that firsthand experience of the product is vitally important in influencing
the consumer's choice of a brand
3. STRENGTH:
1. P&G has over 300 brands globally which are available in over 180 countries
2. It has around 24 brands which have annual sales over a billion dollars
3. Its brand have a high recall, high visibility due to excellent marketing and
advertising
4. P&G brand has also contributed as sponsors in major sporting and entertainment
events
5. Several of its brands like Gillette, Duracell, Ariel, Olay etc. are prominent global
brands
4. WEAKNESSES:
1. Fake products sold under the name of their brand name is a big concern for
P&G
2. Its products have stiff competition from big domestic players and
international brands
3 .Their advertising strategy is also the probleme for them.
5. OPPORTUNITIES:
1. P&G can tap rural markets and increase penetration in urban areas
2 .Mergers and acquisitions can be done to strengthen the brand
3. Increasing purchasing power of people thereby increasing demand
4. P&G can leverage its strong name and powerful brands to diversify
into more consumer products
6. THREATS
1. Intense and increasing competition amongst other FMCG
companies can affect the market share of Procter and Gamble
2. FDI in retail thereby allowing international brands worldwide
3. Competition from unbranded and local products
4. Since P&G is a global brand, recessions, fluctuating dollar
prices, economic crisis etc. can affect its business operations
7. Q1.Apply the principles of perception to the three insights listed in the case
In this first insight, consumers need and wants is their home did not attacked by malodours when they reach at homeor
when they have guest at their home. As we know, malodours did not only makethem uncomfortable, but triggered
passionate descriptions of unpleasant smells,reflecting their disgust of uncleanliness. Through that perception, P&G try to
focuson effect of malodours if it spread unpleasant odours in the home environment. Thisis because bad smells will
destroying other atmosphere (clean, tidy, and fresh) andP&G do not want their consumer uncomfortable with their own
home
For the second insight, it relate with sensory input. Sensation is the immediate and direct response of the sensory organs
to stimuli. Sensory receptors are the humanorgans (the eyes, ears, nose, mouth and skin) that receive sensory inputs.
Mostmarketing communications appeals to sight and sound. However, smell and touch also represent considerable
opportunities for targeting consumers. P&G used this elements in targeting their consumer. As example, P&G applied the
applicationthat perception is the anchor for branding. Information that they gather from in-home interviews helped P&G
gain insight that a messy-looking home can still be clean, bu ta smelly home can never be clean.
Thirdly insight, observations of shoppers in stores revealed that consumers werespraying the product in the
aisle after picking it off the shelf. This indicated that first hand experience of the product is vitally important in
influencing the consumer’schoice of a brand. Perception of this insight, relate with stereotyping.
8. Q2. Are the three objectives aimed at repositioning Febreze? Explain your answer.
Repositioning is the process by which a company strategically changes the distinct
image and identity that its product or brand occupies in consumers’ mind.
Companies do so when consumers get used to the original positioning and it nolonger stands out in
their
minds. Similarly, when consumers begin to view the old positioning as dull, marketers must freshen
up their brands’ identities. So, for my
opinion, the three objectives in this case aimed at repositioning Febreze.
Firstly, they restore faith in Febreze’s odor eliminating capabilities in a way consumers
will remember. Secondly, they generate buzz for the Febreze brand ad advertising. Lastly, they restor
e the distinctiveness of the Febreze brands. The threeobjectives of strengthening
position of P & G and will weaken its rivals. Thisobjective is also an advantage for them and this obje
ctive make their loyal customermore valued with such of new refo
9. Q3. How would P&G determine whether the campaign's objective have been achieved?
The campaign’s objectives have been achieved due to its realistic stance andengagement of the public. Th
ey choose
begin the campaign by reaching outthrough social network sites and social media like internet, television
and so on and putting on marketing events and then later expanded with their national advertisingcampai
gn. This allowed customers to feel like they were ‘part of the movement’.By showcasing real-
life situations and making them relatable and funny, Febreze become more in touch with their customers.
Instead of cheesy scenarios previouslyused by them and other similar companies, the Breath Happy camp
aign gives the viewer more credit by showing something that is not some idealized version of where
product can send you.
10. Q4. On You Tube, you can find several commercials that "brought to life" the "big idea." Describe three of them and
discuss their persuasive effectiveness?
1.This ad shows a fish swimming in the air at a cozy family room, which obviously describes that the house smells like
fish. After seeing this ad cooking moms would be persuaded to buy Febreze because they face the same problem
when cooking.
2.This commercial took another turn by doing an interview with a normal Agent who sells houses and let her talk
about how she sprays Febreze before showing houses to people to make the house more welcoming. By doing an
interview with a normal person, consumers would relate more to the commercial and believe it, not only persuading
sales agents to buy the product but also others.
3. This humorous commercial showed a mother who is nose-blind and cannot 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.
11. Several versions of Febreze are now on the market (febreze.com). Apply theconcept of benefit segmentation to
three of them
1.Benefit segmentation is based in the benefits that consumers seek from products and services. The benefits that
consumers look for represents unfilled needs, whereas buyers’ perceptions that a given brand delivers a unique and
prominent benefit result in loyalty to that brand.
2.Febreze is probably the world’s mostsophisticated marketer of air fresheners that truly eliminate odour
3.Febreze eliminates odour in the air and on fabrics using a unique fine mist spray, allowingfor even application and
creating freshness that will surround you like never before.
