1. Apply the principles of perception to the three insights listed in the case
Perception of stimulus takes place through the processes of attention, sensation, and interpretation by the brain. Perception involves the processes of sensation and interpretation. Interpretation plays a critical role because it is based on past experience. In reference to the case study, consumers with past experience of Procter & Gamble Febreze products are likely to identify them than those who have not interacted with the product. The identification of “people’s reactions to bad smells as stronger than their reactions to nice ones,” is insightful because it embodies a Gestalt phenomenon where the brain creates coherent perceptual experience through perception of stimulus as a whole rather than as discrete entities. As explained in the case study, it is possible to ignore all other visual sensations in a room and concentrate on smell (foul smell in particular) as the whole that is better than sum total of the parts.
The emphasis on what is smelt to be important than what is seen can be interpreted through the figure ground relationship, with smell being the figure that cannot be separated from the background. Foul smell masquerades all visual sensations, and introduction of nice smell in the setting can lead to enhanced perceptions including visual. This is captured in the insight that “a messy-looking home can still be clean, but a smelly home can never be clean.” This perception leads to the next insight which noted consumers’ tendency to spray the product in the isle after picking it off the shelf. It is evident that consumers need to feel proximity to the product to make meaningful perceptions of it. In addition, the similarity principle of perception dictates that stimuli needs not be nearer each other to generate perception. One can argue that P&G shift to focus on the problem rather than the solution is a decisive move that sets it apart from competition.
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2. Are the three objectives aimed at repositioning Febreze? Explain your answer
From the case study, it is decipherable that P&G faces tough times in the competitive air care industry as consumers are faced by difficulty in trusting the marketing gimmicks employed by brands. Brand repositioning refers to changes implemented on the marketing mix, the product, price, and promotion with the objective to alter the brand’s status in the marketplace and subsequently keep up with the needs and demands of consumers. On this basis, one can argue that P&G Frebreze’s three objectives indeed seek to reposition the brand and the company. Insights discussed herein are proof that P&G recognizes the need for a paradigm shift in its marketing approach by concentrating on product characteristics that generate the strongest visceral reactions and thus perceptions from consumers.
The objective to restore faith in the company’s product capability in a memorable way is evidenced through emphasis on the problem that is odor, rather than the solution (air care products). Similarly, generation of a buzz about Febreze products and restoration of the brand’s distinctiveness are objectives that can be accomplished through rebranding and position in a manner unique to that prevalent in the marketplace. One can argue that P&G’s overall goal is to create brand romance, which according to ( Patwardhan & Balasubramanian, 2011 ), is “ a reliable, valid, and a more proximal construct that explains loyalty significantly better than attitudes ” because of its basis on attraction, which regards stimulation needs as paramount.
3. How would P&G determine whether the campaign’s objectives have been achieved?
Brand repositioning must be carefully monitored and evaluated to ascertain its effectiveness. It is imperative to determine if the intended change in customers’ association with the brand and competing brands has been realized. Evaluation of the effectiveness of brand positioning strategies from consumers’ perspectives by Fuchs and Diamantopoulos (2010) established that the type of the strategy impacts the brand success with benefit-based and surrogate (user) positioning proved to outperform feature-based strategies. The key metrics employed to measure brand effectiveness include interaction, engagement, and participation, which are critical in developing emotional connections with consumers.
Therefore, P&G can embark on determining if the repositioned product differentiates itself in the marketplace, a goal accomplished by reviewing the brand’s sales in relation to competition as a means of benchmarking its position and niche in the marketplace. Visibility of the brand can also be measured through conduction of random surveys to establish the ease with which consumers identify the repositioned product through its features and characteristics such as logo, color, or packaging. Calculation of the success of advertising campaigns can also be employed by comparatively charting sales before and after advertising to note any differences. Internal and external surveys are another crucial means of ascertaining product branding effectiveness. Questionnaires about effectiveness of the branding campaign can also be sent to existing consumers with incentives for filling them out.
4. On You Tube, you can find several commercials that “brought to life” the “big idea.” Describe three of them and discuss their persuasive effectiveness
Febreze video commercials emphasize on individual products thus highlighting the importance of benefit segmentation. The 2017 Febreze halftime bathroom break focuses on toilets; the Febreze #Odorodes: The Couch, emphasizes on fabric, and the Get it Fresh #Febreze song focuses on ambient air freshness. The videos are captivating because of the emphasis placed on nature. In the case of the first video, for instance, the graphics and scenes employed generate emotional appeal because they are associated with natural freshness. The commercial videos explore different contexts including different indoor sections and outdoor places, but the ultimate climax is evidenced in the rush for the Febreeze freshened up toilets at the break of the game. No individual would want to visit a communal rest room that stinks, and Febreze offer to alter the experience through its bathroom air freshener. The second video illustrates the use of Febreze on fabrics including getting rid of pet odor, which can be done using manual sprayers or electric spray. The video graphically illustrate how Febreze dislodges and dissolves odor particles from fabric to keep the environment fresh for many days. The third commercial video illustrates multiple uses of Febreze products including cleaning and freshening up an array of household furniture and fabrics, and this benefit segmentation can persuade consumers to buy the products.
5. Several versions of Febreze are now on the market (febreze.com). Apply the concept of benefit segmentation to three of them
Febreze has focused on product segmentation to match consumers’ diverse needs and demands. From the brand’s website www.febreze.com/en-us, products for different settings exist including air, fabric, car, and plug. Hence Febreze has products for small spaces, candles, wax melts, and Febreze One. By designing products meant for different environment such air, fabric, and car, Febreze maximizes on the concept of benefit segmentation, which refers to market segmentation strategies intended to cater for differences in benefits that different groups of consumers look seek. Having diverse products based on market segmentation as evidenced in the case of Febreze caters for the what, how, and when, questions that consumers may have in regards to the brand. A study by Gad Mohsen and Dacko (2013) established the existence of association between levels of involvement, prior knowledge, and product usage with time orientation in relation to benefits that consumers ultimately pursue. One can argue that benefit segmentation can be instrumental towards improvement of product offerings based on assumption of consumers’ willingness to pay for products that are of specific benefits to them. It is easier for the marketing team to focus on the attractiveness of individual products to its market domain rather than generalized brand features.
References
Fuchs, C., & Diamantopoulos, A. (2010). Evaluating the effectiveness of brand-positioning strategies from a consumer perspective. European Journal of Marketing , 44 (11/12), 1763-1786.
Gad Mohsen, M., & Dacko, S. (2013). An extension of the benefit segmentation base for the consumption of organic foods: A time perspective. Journal of Marketing Management , 29 (15-16), 1701-1728.
Patwardhan, H., & Balasubramanian, S. K. (2011). Brand romance: a complementary approach to explain emotional attachment toward brands. Journal of Product & Brand Management , 20 (4), 297-308.
