Procter & Gamble Home Products Limited, the fully-owned subsidiary of Cincinnati-based Procter & Gamble Co, has launched its international brand of fabric odour cleaner Febreze in India.
agencyfaqs! News Bureau
CHENNAI, July 11
Procter & Gamble Home Products Limited, the fully-owned subsidiary of Cincinnati-based Procter & Gamble Co, launched its international brand of fabric odour cleaner Febreze in Chennai late last week. With this launch, the company hopes to create a new segment in the fabric cleaning market in India.
The company claims that Febreze is the first cleaning spray in India that helps eliminate odours trapped in fabrics permanently. V Shankar, associate director, customer business development of Procter & Gamble, told reporters that the introduction of this product will expand the concept of fabric cleaning market to include cleaning sprays, in addition to the existing detergent soaps and powders. The detergent market in India is estimated at Rs 3,000 crore currently.
The product, the company claims, is the outcome of extensive in-house research conducted by the customer marketing cell of P&G. The research threw up some interesting facts. It showed that the most common household cleaning challenge is removing the musty, stale, cooking and smoke odours that get trapped in difficult-to-clean fabrics like upholstery, carpets, curtains, linen, heavy clothing, car seats and even fabric shoes.
While stains and dirt can be removed from these surfaces by dusting, vacuuming and washing, unpleasant odours are difficult to remove. Therein comes in Febreze. The company reiterates that Febreze is not just a perfume cover-up, but a unique formulation that penetrates the fabric and eliminates the odour from the source.
The fabric cleaner would be available in two sizes - 400 ml and 200 ml priced at Rs 160 and Rs 110, respectively. It is currently available in leading stores in Chennai, Coimbatore and Madurai and will be gradually launched across the nation. Though the new product is primarily targeted at households, the company is also talking to heavy-duty fabric users like hotels, hospitals and airlines which would have felt the need for such a product.
P&G plans to use mass marketing strategies to promote the product. Apart from TV advertisements, it will have advertorials in leading publications targeted at the housewife. The company also plans to conduct product demonstrations at petrol pumps, accompanied by attractive in-store displays in leading retail outlets.
It further plans to use the Internet to disseminate information about the product and for online advertising.
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