Febreze

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Unlocking a new user segment will be a key to Febreze continued growth.

Published in: Business, Self Improvement
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Febreze

  1. 1. Account Planning Steven Bayley | Dafna Linden Creatives Molly Prunka | Kara Cohen
  2. 2. Business Objectives Get people to use more Febreze in order to reach the benchmarks of 2.04 million and 3.74 million additional units.
  3. 3. The TargetNew Segment: New UsersMothers 35-54 with kids 6-17 in the house2 bottles / year.
  4. 4. The Target “Uber Organizers” AKA “Miss Perfect”
  5. 5. The Confession “I strive to be the perfect mom, the perfect friend, the perfect wife, the perfect worker bee etc... I don’t even know who I am anymore” - “Dawn” on positivelypositive.com
  6. 6. The BarrierOur Target “Miss Perfect” perceives Febreze users as dirty.
  7. 7. The Nightmare Unannounced Guests Showing Up On Your Doorstep.
  8. 8. researchFebreze is a product for lazy people who don’t want to actually cleansomething. And how about that piece of ... tagline- “For all the thingsyou can’t wash, wash it with Febreze!” hatersbehatin.com
  9. 9. research mothering.com
  10. 10. Challenge Get “Miss Perfect” to overcome her prejudice against Febreze, and show her how Febreze simplifies her life.
  11. 11. Insight Women are their own harshest critics.
  12. 12. StrategyIt’s ok to have fun and let Febreze do the dirty work.
  13. 13. The big idea Febreze moms have more fun.
  14. 14. Thank You!

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