Consumer acceptance towards "neutra air" a new concept of air freshener

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Budianto, Adi and Bisma, Aria and Maulana, Cahya and Carnadie, Hans Wicaksono and Winata, Maria (1997) Consumer acceptance towards "neutra air" a new concept of air freshener. Undergraduate thesis, IPMI Business School.

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Abstract

The client, P.T. Reckitt and colman Indonesia (the company) is an Indonesian subsidiary of Reckitt and Colman Worldwide, a global company that based in UK, specializing in household products such as antiseptic, insect control, air freshener, etc. In Indonesia, the company has successfully introduced and marketed some product categories such as "dettol" antiseptic, "brasso" metal polisher and "mortein", "sheltox" the insecticide products. The relatively new category for the company is air freshener product. It was introduced in 1994, under the name "haze". Competitor products "bayfresh" from bayer and "glade" from SC Johnson dominated the air freshener market in Indonesia. Haze's position is number three. For the company, Haze is considered important, since its contribution to the turn over was growing from 3.8% tin 1995 to 7% in 1996 projected 11% 1997. Air freshener product is part of the air care product category which includes carpet freshener, pot pourri / dried flowers. In Indonesia, those other products have not been popular yet. This study limits the air care to air freshener product. The company strategy to gain market share is through product differentiation. Reckitt & Colman Worldwide have developed many air freshener products. Some new products have been marketed in some countries with different success rates. One of the strong ideas is neutra air care, a product that has an advantage compared to the existing air freshener products. Traditional air freshener functions by masking or covering the malodor with "pleasant" smells. The idea behind neutra air concept was that the product would eliminate odors without having to add another fragrance to the air. During its international roll out, the air care group of reckitt & colman began to separate the air freshener market into two segments : products that add fragrance to the air (existing products) and products that improve the quality of the air (new products).

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Library > GFP (Group Field Project)
Depositing User: Dede Faujiah
Date Deposited: 27 Sep 2022 07:49
Last Modified: 27 Sep 2022 07:49
URI: http://repository.ipmi.ac.id/id/eprint/1569

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