Toll Free: 1-888-928-9744

Success Case Study: PandG Downy/Febreze Unstopables; Building a mass-premium home fragrance experience

Published: Apr 29, 2016 | Pages: 17 | Publisher: Canadean | Industry: Housewares | Report Format: Electronic (PDF)

Summary

The use of scent within the home has been characterized by an increasingly nuanced, premium tendency drawing on consumers' aspirations and desire to move beyond odor prevention into image making. Products that can make this transition from basic needs such as air or fabric freshening into a sensory form of home décor can exploit such aspirations.

Key Findings

- Unstopables' selection of products has been developed to form a complementary, complete household fragrance solution/suite. This was in line with PandG's idea that Unstopables lives within the home décor sphere rather than simple fabric or air freshener segments. Indeed, the firm chose to dub the wider line as effectively creating a new segment called ""scent décor"".

- A majority of US consumers like adding fragrances to the home through various means. Scent is a key sensory trigger for consumers building all sorts of associations, positive and negative. The opportunity identified by PandG centered on the impression created by scent of aspiration or upscale living.

- Accessibility has been an important contributor to the success of Unstopables. A nationwide presence via the discount channel makes the products easy and convenient to get hold of. On the surface, the idea of discount distribution seems incongruous with a premium positioning, but this has the benefit of widening the audience and building the image of affordable luxury.

Synopsis

""Success Case Study: PandG Downy/Febreze Unstopables"" is part of Canadean's Successes and Failures research. It examines the details of and reasons behind the success of Procter and Gamble's Downy and Febreze Unstopables range of home and fabric fragrance products.

It delivers the critical ""what?"", ""why?"", and ""so what?"" analysis to teach you crucial lessons that increase your chances of launching successful products.

Reasons To Buy

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

- Access valuable strategic take-outs to help direct future decision-making and inform new product development.
 NA

To request a free sample copy of this report, please complete the form below.

This website is secure and your personal details are safe. Privacy policy

Global amino acids market size is anticipated to be valued at USD 35.4 billion by 2022, as per a new research report by Radiant Insights, Inc. Increase in animal feed additive demand owing to regulate metabolism in livestock production owing to growi

Read More...

Global non halogenated flame retardants market size is anticipated to be valued at USD 2.54 billion by 2020, as per a new research report by Radiant Insights, Inc. Increasing safety materials demand owing to low heat & smoke emission properties in c

Read More...

Global thermoplastic polyurethane (TPU) films market size is likely to be valued at USD 724.6 million by 2020; as per a new research report by Radiant Insights, Inc. Increase in lightweight plastics demand in order to achieve vehicle fuel efficiency

Read More...

North America air conditioner market size is expected to be valued at USD 52,560.7 million by 2020, as per a new research report by Radiant Insights, Inc. Increasing usage of energy efficient air conditioners owing to declining energy consumption rat

Read More...

Global aquafeed market size is anticipated to be valued at USD 165.04 billion by 2022, as per a new research report by Radiant Insights, Inc. Increase in fish consumption for direct and indirect consumer applications is anticipated to drive the marke

Read More...
Choose License Type
Single User - US $995
Multi User - US $1990
Why Choose Us

24/5 Research support

Get your queries resolved from an industry expert. Request for a free product review before report purchase.

Phone: 1-415-349-0054

Toll Free: 1-888-928-9744

Email: [email protected]

Custom research service

Speak to the report author to design an exclusive study to serve your research needs.

Quality assurance

A testimonial for service excellence represented in the form of BBB "A" Accreditation.

Information security

Your personal and confidential information is safe and secure.

verify