One of Procter and Gamble’s fastest growing products is Febreze. It is aimed at

Question

One of Procter and Gamble’s fastest growing products is Febreze. It is aimed at individuals who do not like washing laundry and has been positioned y P &G as an alternative method of completing this chore. An ideal market is the 18 million college students in the United States with busy class schedules, work and social events, who has the time to do laundry? For jeans in particular and other clothes that are not quite dirty yet, Febreze offers the choice to ‘refresh the clothes and kill any possible odors’.

You are required to write the following:

Determine which approach Febreze uses and why. Is it the standardization or adaption approach?

Explanation / Answer

The marketing of Febreze by P&G is an example of adaptation strategy employed by the FMCG giant. This is because the company already had a portfolio of products, which addressed laundry and the cleaning needs of the consumer, however it introduced a separate product “Febreze” to tap into the market of young students and professionals who have limited time to do laundry and would ideally want a faster solution or alternative to take care of their washing needs. As such the company understood the gap existing between offerings present and the requirements and came out with a product positioned to capture the market and offer this as a solution.

So the company did not stick to its standard product offerings but innovated and adapted to offer a new product that addressed the needs of the consumer in a better manner and as a result could increase its market share and revenue. So the company exhibited adaptation approach in this scenario.

Related Questions

Navigate

• Browse (All)
• Browse O
• Subjects

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.