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 odours’.

You are required to write the following:

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

Explanation / Answer

Febreze uses an adaption approach. For a consumer product, an adaption approach is far more likely to succeed than standardization approach. It was initially launched by P&G in 1990s as an odour removing brand. The brand with this initial approach was not able to succeed as it was unable to create a new habit in customers. It was competing with other brands like Tide. The customers did not find any use for an odour removing brand as they did not find any significant use of the product in their routine. After doing market research and interviewing customers, P & G found other uses of the brand which the customers preferred like using it as an air freshner after cleaning. Taking cues from these consumer habits , the brand adapted itself to the other uses of the product. Since then the brand was modified with scents added to the odour neutralizing technology. The brand has extended itself into multiple categories as its adaption approach to consumer behavior became successful in the market.

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