One of Procter and Gamble’s fastest growing products is Febreze. It is aimed at individuals who do not like washing laundry and has been positioned y P &G as an alternative method of completing this chore. An ideal market is the 18 million college students in the United States with busy class schedules, work and social events, who has the time to do laundry? For jeans in particular and other clothes that are not quite dirty yet, Febreze offers the choice to ‘refresh the clothes and kill any possible odors’.
1. As the marketing director of Procter and Gamble, Develop an Integrated Marketing
Communications Strategy to reach 18-to22- year old college students.
2. Design an advertisement for Febreze aimed at the college demographics. State where you would place your ad and Why?
3. Would you use a standardization or adaptation approach for you integrated marketing program?