Challenge, context & objectives
Febreze first launched in 1998 with a revolutionary new product. Instead of just masking bad smells with perfume, Febreze Fabric Refresher contained a unique formula that eliminated odours from fabrics and replaced them with a light, fresh scent. Since 2010, Febreze had launched a string of new products and line extensions in mature markets[1]. The brand enjoyed mini-bursts of growth as each of these product developments launched. This innovation propped up the brand each time for the short-term, but in the longrun the business was stagnating[2].
- P&G IRI/MEMRB share and sales data / Nielsen share and...