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Febreze is a brand of household
odor eliminator manufactured
by Procter & Gamble(P&G).
Introduced in test markets in
1993, sold in the US since 1998
Branched out to include air
fresheners (Air Effects), fabric
refreshers, scented disks
(Scent stories),and automotive
No proper awareness of the product
No proper initial planning
Inappropriate marketing strategies
Dissatisfaction with the customers
No proper awareness of the product :
The company assumed that people already know about the product and
there is no need to create awareness among them.
No proper initial planning :
The company was in a hurry to launch the product so they could not
gather sufficient data about the market and consumer behavior.
In appropriate marketing strategies :
The company did not have sound marketing strategies .They were not
able to create the impact in the minds of the consumers. The
consumer expectations were high, but in reality it was reversed after
Due to improper branding, the consumers did not even recognize the
usage of the product. They were confused whether the product is for
scents or smells; or sounds.
DISSATISFACTION WITH THE
The customers were actually not satisfied with the working of the
product. They actually started to complain about the unexpected
pungent odors emitting out from the product.
The product is not compact in size. It’s shape actually confused the
customers leaving the customers to guess whether it’s a CD player or
an air freshener.
Create online awareness
Change the product design
Reduce chaos in the customers by proper
Market research and demand forecasting