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Febreze Car Vent Clip Successful with C+D
By: Cindy Wendland
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P&G revitalized the Febreze brand by determining their marketing message needed to be changed. After interviewing customers and determining they didn’t think their homes smelled bad because they had become desensitized, P&G changed the marketing to have Febreze be the celebratory part of a cleaning routine. Sales increased.

Now P&G has gone after other smelly areas — our cars — with the Febreze car vent clip. Many of us are keeping our cars on the road longer. VW recently aired a commercial celebrating all their cars topping 100,000 miles. During those miles we have transported smelly football players after practice, spilled food, found spoiled food, and just accumulated years of odor. We drive in those cars every day. We have become desensitized to it, yet the unpleasant smell is still there. Febreze now offers a way to change that.

Febreze for cars is a new distribution segment for P&G. Now they are also distributing product in gas station convenience stores. They use a strategy called C+D — connect and develop. This allows them to survey the customer, make changes based on input, and learn a lot before mass distributing the product.

It is faster, easier, and cheaper to obtain customer input due to social media. P&G is known for their research and branding, and they are capitalizing on contemporary ways to bring products to market. The product was developed, tested, and revised based on customer input and it performed well.

   

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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