Febreze Freshens Up The Market

The air freshener market is rife with competition these days, but why it's just air freshener you don't really need it. If you're lazy and broke like me you only buy such luxuries when your parents are around. However Febreze, Glade and other air fresheners are like them are actually quite pleasant. For instance if you are the type of person that socializes and has people over, you might want to look into them. I find Febreze really nice, currently I’m looking at a 9.7 Oz aerosol can of Febreze Air Effects. The packaging is aesthetically pleasing, the colors complement each other well. On top of all of these great factors the title is my favorite part. Meadows & Rain is the title of this particular, unfortunately I haven’t had the chance of smelling both a meadow and rainfall at the same time. So I can’t say for sure that the title is completely accurate, however after just a few sprits I’m hooked.

If meadows and rain smell like something other than this can of Febreze they should probably re think their game plan. The scent is clean and sweet, more importantly it’s not over powering it doesn’t drown the room. It just makes it seem like your window is open and it’s raining out on your meadow.

All joking aside it does smell pretty good and consumers defiantly agree. In 2011 Febreze became the 24^th Proctor & Gamble brand to reach 1 billion dollars in sales globally. You read that right Proctor & Gamble have sold a billion dollars’ worth of better smelling air. The crazy part of this is that Febreze isn’t even number one in terms of market share. Currently S.C Johnson & Son Inc. and Reckitt Benckiser group hold the top two spots. S.C Johnson’s Glade holds the number one spot with a market share of 25.9% and Reckitt’s Air Wick brand comes in at number with 24.2% of the market. Febreze comes in slightly behind the big dogs with a 17% market share.

But Paul why aren’t you writing about the other two they’re clearing doing better? I’m writing about Febreze because out of the three brans mentioned it is the only one that showed growth. Glade’s market share fell by 2% from the previous year, and Air Wick’s share of the market stayed the same compared to last year. Febreze on the other hand showed a growth of 2.2% over the calendar year and is poised to keep growing. That’s good news for P&G considering the fact that the global market for air fresheners is estimated to be $7 billion.

Some sceptics may say that Febreze can it’s owe its success to P&G’s endless supply of money, however this is not the case. The management and marketing teams are the real heroes here. Febreze has had a great deal of success with its ads who doesn’t remember the blind fold ads (if you don’t you should start watching T.V.) In addition to this the Febreze product is constantly expanding and adding new scents all the time in hopes of reaching new consumers. So far the strategy seems to be working for Febreze and bathroom users around the world can breathe freely again knowing that Febreze is it on its way to the top.