Direct Competitors and Brand Images The air freshener market is diverse, including many segments such as gels, candles, aerosols, and car air aromas. The two main direct competitors of Febreze are Glade and Air Wick, produced by S.C. Johnson and Reckitt Benckiser, respectively. •
Glade Glade created a sleek and attractive car vent clip, dubbed Décor Scents Car. With an aesthetic emphasis on the product, the Décor Scents Car focuses on its look to create a stylish accent to the car’s interior. The product is sold with a refillable holder for the fragrance, as well as 1 refill. Additionally, Glade’s car vent clip fragrance lasts up to 45 days, in comparison to Febreze’s 30-­‐day duration. Glade sells the car clip at $5.87 for the holder and refill, or .28 oz, which is more expensive when compared to Febreze’s $2.97 pricing. However, this clip is refillable, which is why the initial price is higher due to the purchasing of a longer-­‐lasting holder. •
Air Wick Air Wick developed a car air freshener, Filters & Freshens, that is unique in the fact that it contains a carbon air filter. The brand reinforces its clean message with the product to not only emit a fresh scent, but trap bad odors. Additionally, the air freshener contains a slow release that lasts up to 60 days to ensure the vehicle will smell clean. This product is sold for $3.98 for a 1-­‐count clip, leveling the price range between Febreze and Glade. Indirect Competitors Indirect competition for the Febreze Car Vent Clip would include other air freshening products that that are not able to go in a vehicle. Brands include: Yankee Candles, Bath and Body Works, Lysol, Gain, Arm & Hammer, and Renuzit. Advertising Goal The advertising goal is to appeal to consumer senses and create a clean-­‐smelling environment. Through the “Breathe Happy” campaign, Febreze effectively demonstrates this appeal to the senses with their clean air products. Strategic Message Febreze Car Vent Clips are a practical and convenient way to eliminate tough vehicle odors, leaving your ride with a fresh and pleasant scent for up to 30 days. References Transparency Market Research. Retreived from Air Fresheners Market -­‐ Global Industry Size, Share, Trends, Analysis And Forecast, 2012 -­‐ 2018 http://www.transparencymarketresearch.com/air-­‐fresheners-­‐market.html Walmart. (2015). Febreze Car Vent Clips. Retrieved from http://www.walmart.com/ip/Febreze-­‐Car-­‐Vent-­‐Clips-­‐Air-­‐Freshener-­‐Hawaiian-­‐Aloha-­‐2-­‐
ml/19535390?sourceid=N/A&veh=cse&srccode=cii_19483251&cpncode=36-­‐6930933 Glade. (2015). Décor Scents® Car. Retrieved from http://www.glade.com/en/products/automotive/decor-­‐scents-­‐car#available-­‐products Walmart. (2015). Air Wick Slow Release Car Air Freshener. Retrieved from http://www.walmart.com/ip/Air-­‐Wick-­‐Filters-­‐Freshens-­‐New-­‐Car-­‐Ocean-­‐Drive-­‐Car-­‐Air-­‐
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