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Febreze air freshener, a home cleaning product whose marketing was transformed by field research from 'odor eliminator' to 'daily cleaning habit' positioning.
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Fabreeze
What is interesting about this product is that it didn’t originally sell well, when the market team tried to promote it as a “Odor eliminator.”
However, when they conducted a field research, they realized that most people did not realized their personal odors hence did not feel any need to buy a deodorant.
On the other hand, the market team noticed that people who used fabreeze did not necessarily use it in order to erase specific odor, but just use it as a daily habit.
So they changed how they advertised the product, and promoted it as a ” Air freshner for the last step of daily cleaning”, and the product became a great success.
They realized what is desired by consumers through field research.