Lenor: Changing the hierarchy of factors that influence brand choice

Stuck at 25% share in the saturated fabric softener market. Alternative freshness seemed to be the only way to grow. New range of three freshnesses were launched in 1988, 1992 and 1994 with a growth in share each time. Having previously emphasised 'softness' which had effectively established the product 'freshness' was seen to succeeded in attracting new users, with Lenor closing the gap on Comfort and moving ahead on scent choice. (P&G Consumer Satisfaction Survey 1990-1994). 1993 quantitative study showed smell as key to purchase choice. Case study shows how when Comfort later launched three line extensions their advertising was not as successful as that of Lenor. The two brands innovations have succeeded in keeping own label out of the picture