Consumer Behaviour Assignment #2.docx - MKT 3230 Assignment...

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MKT 3230 Assignment #2 – Analyzing Products/Packaging Colours – Chad Boyle 7793411Laundry Detergents:1)Gain Moonlight Breeze Liquid Laundry Detergent [$5.97 for 1.47L on Walmart.ca]Gain collaborates with Febreze to create a detergent with a popular Febreze scent, moonlightbreeze. This is a good fit because Gain heavily promotes how much the consumer will love thesmell of their products. On their website you can shop theirproduct by scent under “Ahhhmazing Scents”—it’s their maindifferentiation factor compared to other brands. They claimit smells great because it cleans great. Both Febreze and Gainare brands under the P&G umbrella. The packaging is green,like a majority of Gain’s products.Products that are green typically convey a sense that theyare environmentally friendly or eco-conscious. Green is alsothought to convey health and wellness. Procter and Gamblehave a smart label site that allows consumers to see exactlywhat is in their products and why, safety and health hazards,and how to use them. With this detergent, they claim the bottle is made from 25% or morepost-consumer recycled plastic. Although, I suspect this is true across all P&G products made ofthis material, and not just ones that are green. Gain’s main company colour is green; however,they do offer products in a variety of colours. Gain aims to convey a sense of satisfaction afterusing their products, that cleaning your clothes, sheets, etc. and making them smell like theirsignature scents, gives consumers a feeling of accomplishment and perhaps relaxation. Thiscould very well be tied in to the idea of wellness that the colour green can exhibit.Often, products made by P&G are sold at a very reasonable price and they are offered in manystores around the world. The vast majority of consumers would have a laundry detergent madeby P&G in their homes because they are so widely available. However, to offer their products atsuch affordable prices they rely on economies of scale combined with relatively cheap

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Term
Fall
Professor
OlyaBullard
Tags
Procter Gamble, Laundry detergent, Tom Ford, New York Signature Detergent

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