MKT 307 Week 3 Instructions Read The Case And Provide Answer

Mkt307 Week 3instructions Read The Case And Provide Answers To The Qu

Read the case about Procter & Gamble's Febreze product and provide answers to the following questions. Your responses should be at the college level, incorporate outside research, and be formatted in APA style. Include in-text citations and a references section with credible sources. The answers should be approximately 1000 words in total.

Paper For Above instruction

Question 1: Apply the principles of perception to the three insights listed in the case.

The principles of perception—such as selective attention, distortion, and retention—are central to understanding consumer responses to marketing messages. The case highlights how consumers’ reactions to odors are visceral and significantly influence their perception of cleanliness and welcoming environments. The first insight emphasizes that people react strongly to bad smells, which trigger emotions of disgust and discomfort. This aligns with the principle of selective attention, whereby consumers focus intensely on unpleasant odors because they threaten their comfort and evoke strong emotional responses (Mehrabian & Russell, 1974). The second insight—that a messy but clean-looking home can still be perceived as unwelcoming if it smells bad—relates to sensory perception, illustrating that smell often overrides visual cues. This illustrates how sensory inputs can distort consumer perceptions, reinforcing the idea that scent has a dominant influence over visual impressions when evaluating cleanliness (Gorn et al., 2010). The third insight, the importance of firsthand experience, shows that perceptual learning influences consumer behavior: touching, seeing, and smelling products directly affects perceptions and purchase decisions. Accordingly, Febreze’s focus on visceral experiences capitalizes on the perceptual dominance of smell, leveraging consumers’ emotional reactions to create lasting impressions and shape brand perception.

Question 2: Are the three objectives aimed at repositioning Febreze? Explain your answer.

Yes, the three objectives are directed toward repositioning Febreze. The first objective—restoring faith in Febreze’s odor-eliminating capabilities—aims to reinforce its original benefit, reinforcing its position as the leading odor-eliminator. The second objective—generating buzz and awareness—seeks to restore visibility and distinguishability in a cluttered market, thereby refining the brand’s perceived uniqueness. The third objective—to restore the brand’s distinctiveness—directly addresses the competitive commoditization and image dilution that compromised Febreze’s perceived differentiation. Repositioning involves changing the way consumers perceive the brand, shifting the focus from generic freshness to a visceral experience that emphasizes odor elimination even in challenging conditions. These objectives, therefore, support a strategic repositioning of Febreze from a general air freshener to an emotional, sensory-driven solution that resonates more effectively with consumer needs, revitalizing its market standing (Kotler & Keller, 2016).

Question 3: How would P&G determine whether the campaign’s objectives have been achieved?

P&G can evaluate the campaign's effectiveness via multiple metrics. First, they could conduct pre- and post-campaign surveys measuring consumer perceptions of Febreze’s odor-eliminating efficacy, brand distinctiveness, and emotional appeal. Key indicators include increased brand recall, improved perceived effectiveness, and heightened emotional engagement (Keller, 2013). Second, sales data serve as a direct indicator; an increase in Febreze sales relative to competitors, especially in targeted segments, would suggest success. Third, social media and digital engagement metrics—such as video views, shares, comments, and sentiment analysis—can gauge consumer buzz and emotional response. Fourth, in-store consumer behavior, such as increased sampling, spraying, and purchase intent, observed during the campaign, indicates that firsthand visceral experiences are influencing buying decisions. Lastly, tracking brand health metrics, like brand equity studies and consumer trust indexes, can reveal if Febreze’s distinctiveness and credibility have been restored (Aaker, 1996). Combining these quantitative and qualitative insights enables P&G to assess whether the campaign met its strategic objectives.

Question 4: Describe three commercials from YouTube that portray the “big idea” and discuss their persuasive effectiveness.

One example is the Febreze "Messy Room" commercial, where a cluttered, dirty room is transformed through Febreze sprays, revealing the powerful emotional connection between scent and cleanliness. Its persuasive effectiveness lies in visually demonstrating that even a messy space can become welcoming through odor elimination, tapping into consumer fears of uncleanliness. The visceral, real-life approach reinforces the big idea that scent is a crucial cue for cleanliness (Hoyer, MacInnis, & Pieters, 2018).

A second commercial is the “Football Locker Room” ad, where players use Febreze to neutralize malodors after intense play. The commercial's persuasive power stems from showing Febreze in action in a relatable scenario, emphasizing the product’s effective odor removal in situations consumers find believable and relevant. It creates an emotional connection by associating Febreze with freshness amid chaos, enhancing credibility.

The third is the “Cooking Smells” commercial, where Febreze is used to refresh different household scenarios, including kitchens and living rooms, highlighting its ability to eliminate persistent odors. The commercial’s effectiveness lies in its depiction of everyday life, making the product relatable and reinforcing the message that Febreze transforms unpleasant smells into clean, fresh environments. It appeals to consumers’ desire for a welcoming home, reinforcing the visceral connection between smell and emotional well-being (Cialdini, 2007).

In each case, the commercials effectively leverage emotional and sensory appeals, grounding the big idea in real-world relevance and visceral experience, thereby persuading consumers to see Febreze as an essential part of their home environment.

Question 5: Several versions of Febreze are now on the market. Apply benefit segmentation to three of them.

Benefit segmentation involves dividing the market based on the specific advantages consumers seek from a product. For Febreze, three differentiated versions serve distinct needs:

• Febreze Air Effects: This version targets consumers seeking immediate, convenient odor neutralization for various indoor spaces. Its primary benefit is quick freshness and freshness maintenance, appealing to busy individuals who want a simple solution to bad odors in bedrooms, offices, or living rooms (Kotler & Keller, 2016).
• Febreze Fabric Refresher: Designed for consumers concerned with fabric odors on furniture, clothing, and curtains, this version emphasizes the benefit of odor elimination directly on fabrics. It appeals to those who want their environment to feel and smell cleaner without the hassle of washing (Lamb et al., 2013).
• Febreze Odor-Eliminating Plug-In: This version is aimed at consumers seeking ongoing, automatic odor control in specific rooms. The benefit focus is on continuous freshness, providing a sense of control and long-term odor management, especially in households with pets or children where odors are persistent (Percy & Rossiter, 1992).

These segmented offerings enable Febreze to address specific consumer benefits, reinforcing its position as a versatile odor management solution tailored to various needs.

References

• Aaker, D. A. (1996). Building Strong Brands. Free Press.
• Cialdini, R. B. (2007). Influence: The Psychology of Persuasion. Harper Business.
• Gorn, G. J., Pham, M. T., & Suri, R. (2010). Visual influence on consumption: The role of perception, emotion, and cognition. Current Directions in Psychological Science, 19(4), 242–246.
• Keller, K. L. (2013). Strategic Brand Management (4th ed.). Pearson.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Lamb, C. W., Hair, J. F., & McDaniel, C. (2013). MKTG Principles and Practice. Cengage Learning.
• Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. MIT Press.
• Percy, L., & Rossiter, J. R. (1992). A Model of Brand Persuasion: Applications to Advertising Strategies. Journal of Advertising, 21(2), 35–55.