Fabric conditioner fragrance optimisation for the Australian market

This paper is a case study involving a client with a successfully performing brand of fabric conditioner who has acquired another brand in the Australian market.

Fabric conditioner fragrance optimisation for the Australian market

Sarah HylandColmar Brunton Research, Australia

BACKGROUND

The Fabric Conditioner segment of the Laundry Category in Australia has been largely unsupported over the last 10 – 15 years and has thus experienced minimal growth as a segment overall. The client, who has maintained a leading brand of Fabric Conditioner, has acquired another existing brand on the market. In light of this acquisition, the client wishes to establish a strong and differentiated brand portfolio and to increase category value and improve overall category health.

This client recognises that in Fabric Conditioner purchase, the...

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