Febreeze and the Consumer Decision ProcessIn some industries and for some products, the consumer decision process is a long and tedious process, filled with enormous data collection and evaluations before a decision is made. . What happens when developing or discovering a new product that the consumer may not even know they need? This was the case with Febreeze from Proctor & Gamble. Market Entry When P&G discovered and created the formula for Febreeze in the early 1990s (Duhigg, 2012), the company felt they had an amazing product that would be a success in the market if they could figure out the aspect of recognizing consumer needs. Need recognition is the first step in the consumer decision process (Grewal & Levy, 2014) and is key in the fact that if consumers do not feel a need, the product will persist and die on the shelves. Proctor & Gamble, as a company, was full of products with great success in meeting the functional needs of consumers and even more in integrating the products into the whole conjured up by the consumer. Both Tide and Olay brand products are great examples of this type of P&G success. However, the initial testing and marketing of Febreeze seemed difficult and challenging. P&G marketers were unable to achieve anything other than dismal sales results, even though the product was outstanding at eliminating odors (Duhigg, 2012). Recognition of consumer needs. Febreeze was initially marketed to “remove bad odors from fabrics” (Duhigg, 2012). P&G was trying to meet the consumers' need by recognizing bad odors in their homes and providing the product to meet that need. However, after extensive research, it appeared that consumers experiencing these severe bad odors......in the middle of the paper process......ng. Additionally, due to the brand's power, it is frequently recognized in the consumer-talk set, which also contributes to its dominance in the air care market. Finally, using an innovative marketing strategy to link Febreeze with other P&G products will continue to ensure its future growth and success in the market as well as its financial results. Works cited Briney, C. (2005). A new start for clean air. Global Cosmetic Industry, 173(3), 48-50. Retrieved from http://search.proquest.com/docview/196442096?accountid=38569Duhigg, C. (2012) The Power of Habit: Why We Do What We Do in Life and Business. (pp. 43-49; 55-58). Random House, LLC, New York Grewal, D. and Levy, M. (2014). Marketing (4th ed.). New York, New York: McGraw‐Hill/Irwin. ISBN‐139780078029004 Rausch, T. (2006). P&G Marketing Specialist: Branding is challenging in a cluttered world. Lima News, The (OH),