Perception Change on Consumers: The Febreze Effect
When the P&G group first launched its product called Febreze, there was no similar product on the market. Febreze was a unique product that eliminated cigarette, pet and similar bad odors in the house in a short time. But there was a problem; the bad odors that the P&G group saw as a problem were not considered a problem for the users. So, since they were used to the smell of pets and cigarettes, they did not see this as a problem.
Febreze was a great solution to a problem that did not exist. When the P&G group launched Febreze, they sat back and waited for the sales to explode, but the sales were not as they expected and the product did not find the popularity it was looking for in the markets. This was an event that surprised the P&G company and the company began to do research on this strange consumer behavior.
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As a result of the research, they realized that they were marketing the product to the wrong consumer group. The people using the Febreze product were not pet owners or smokers, but housewives who loved cleaning. After cleaning a room, housewives would spray Febreze in the room and go to another room. So for them, the pleasant smell in the cleaned room was a reward for them.
Febreze is not a cleaning product; A person who uses it to enjoy a cleaned room It was a pleasant smell. clean the room And your beautiful scent Enjoy.
Febreze is not a cleaning product; A person who uses it to enjoy a cleaned room It was a pleasant smell. clean the room And your beautiful scent Enjoy.
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Seeing the research results, P&G officials changed their marketing method and started marketing Febreze as a product of cleaning instead of marketing it as an alternative to cleaning or a new cleaning method. Doubling its sales in two months, Febreze has become the best-known and best-selling product in the market in its category.
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Simple transformations in consumer perception, without making much of a change in the facts, yield excellent results.