breaking through in a saturated category

08/13/2004 01:52:00 PM
Proctor and Gamble researchers noticed that people are increasingly looking for ways they can express themselves at home by creating 'moods' through home decor and sensory ambiance. They sensed an untapped opportunity for a new, premium air freshener brand if only they could be position it as a new way for the consumer to shape these home 'moods,' and to feel self-expressive and creative in doing so. But how could another brand break through in such a saturated category filled with endless variations of plugins, clipons and sprays?

P&G innovators had the insight to make the scents change over time like songs. They are extending their Febreze brand with a product called 'scentstories,' which resembles a CD player and plays scent discs that release 'stories' of scents over time. The 'shades of vanilla' disc, for instance, riffs on five different vanilla themes: creamy, nut cake, French, nectar and taffy. Scentstories marketing will revolve around the 'scentstories as music' positioning - bockoning the consumer to think of scent in their home the way they think about playing music in their home- as a way to express one's self with choice of disc and occasion and as a dimension of mood and ambiance control.
scentstories.com
Article entitled, 'indoor fragrances go high-tech'
Article entitled, 'the future of home fragrance is here'
8/30 Press Release shows marketing strategy
Tags:

Comments
It appears you don't have Flash installed.
Email this article to a friend
Send an email to a friend with a link to this article. Items with an asterisk (*) are required.

Your Name:
*

Your Email:
*

Friend's Name:
*

Friend's Email:
*