When customers think of you, what product or service comes to mind? If you attempt to move into other products or services, what will your client’s reaction be? Will they be confused, maybe to the point of going somewhere else to buy a product or service?
Proctor & Gamble is trying an “interesting experiment in brand extension”. Rather than tie a brand name to a product (Tide detergent, Folgers coffee, etc), they are attaching a product to a concept. Febreze, known for its “room sprays and plug-in deodorants”, will be known for the concept of freshness. P & G will use the freshness concept to introduce a wide variety of products under the Febreze name, including scented candles.
Will the consumer, used to buying Febreze room sprays, also buy their candles? Will the approach create confusion? Maybe they’ll start thinking about another company for their room sprays, since Febreze now represents a variety of products. It remains to be seen.
The Lesson: If you choose to diversify into new products, consider whether or not your consumer will be confused.
Your Homework: Have you changed your buying habits, based on confusion about a company that sells the product? The best examples might be from the grocery store. What caused you to make the change?
(Source: “P&G Rekindles an Old Flame”, Wall Street Journal, 6-5-07)
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment