1.

introduction

2.the company and management

3. operations

3. TLC Service Concept

 How does TLC create value for (a) patients and (b) hospitals?

4. Evolution of TLC

 history
 key decisions that kept it afloat and underpinned its subsequent success.

5. EVOLVING MARKETING STRATEGY

a) Sales Activities

b) Research Insights
Children’s Hospital Boston online survey results

c) Current Situation
Patient Communication Service feature comparison

6. Recommendations

7. Strategies and its benefits - what can be done to improve in the health care sector

8. Review the four topics on Eric Langshur’s draft of the agenda for the board meeting. As a board
member, what position would you take on each topic and why?

CASE TWO : Procter & Gamble (Febreze “Breathe Happy Campaign Launch”)

1. Apply the principles of perception to the three insights listed in the case.

Perception is the process by which individuals select, organize and interpret stimuli into a meaningful
and coherent picture of the world. Perception has strategy implications for marketers because
consumers make decisions based on what they perceive rather than on the basic of
objectively reality. Consumers act and react on the basic of their perceptions, not on the basic of reality.
Each customer has different wants, needs, values and personal experiences. The three insight that list in
this case make P&G realizes that consumers’ perceptions are much more important than their
knowledge of objective reality. So that, they focusing on the problem rather than solution. In this first
insight, consumers need and wants is their home did not attack by malodors when they reach at home
or when they have guest at their home. As we know, malodours did not only make them uncomfortable,
but triggered passionate descriptions of unpleasant smells, reflecting their disgust of uncleanliness.
Through that perception, P&G try to focus on effect of malodours if it spread unpleasant odours in the
home environment. This is because bad smells will be destroying other atmosphere (clean, tidy, and
fresh) and P&G do not want their consumer uncomfortable with their own home. For the second insight,
it relate with sensory input. Sensation is the immediate and direct response of the sensory organs to
stimuli. Sensory receptors are the human organs (the eyes, ears, nose, mouth and skin) that receive
sensory inputs. Most marketing communications appeals to sight and sound. However, smell and touch
also represent considerable opportunities for targeting consumers. P&G used this elements in targeting
their consumer. As example, P&G applied the application
that perception is the anchor for branding. Information that they gather from in-homeinterviews helped
P&G gain insight that a messy-looking home can still be clean, but a smelly home can never be clean.
The sensation or stimulus of Febreze being sprayed

in a home hits most people’s sensory receptors and allow them to evaluate the house as being clean
because it has no true odours despite the home not being cleaned. Thirdly insight, observations of
shoppers in stores revealed that consumers were spraying the product in the aisle after picking it off the
shelf. This indicated that first hand experience of the product is vitally important in influencing the
consumer’s choice of a brand. Perception of this insight, relate with stereotyping. First impressions tend
to be lasting, as illustrated by the saying that “You’ll never have a second chance to make a first
impression.” P&G attract their customers by creating different kinds of scent that can leave a lasting
impression on customers. Because first impressions are often lasting, introducing a new product before
it has been perfected may prove fatal to its ultimate success; subsequent information about its
advantages, even if true will often be negated by the memory of its early poor performance.

2. Are the three objectives aimed at repositioning Febreze? Explain your answer.

Repositioning is the process by which a company strategically changes the distinct image and identity
that its product or brand occupies in consumers’ mind.

Companies do so when consumers get used to the original positioning and it no longer stands out in
their minds. Similarly, when consumers begin to view the old positioning as dull, marketers must
freshen up their brands’ identities. So, for my opinion, the three objectives in this case aimed at
repositioning Febreze. Firstly, they restore faith in Febreze’s odour -eliminating capabilities in a way
consumer will remember. Secondly, they generate buzz for the Febreze brand and its advertising. Lastly,
they restore the distinctiveness of the Febreze brands. The three objectives of strengthening the
position of P & G and will weaken its rivals. This objective is also an advantage for them and this
objective make their loyal customer more valued with such of new reform.

3. How would P&G determine whether the campaign’s objectives have been achieved?

The campaign has been lauded as a success. Not only has it won awards such as the Cannes Creative
Lions Award with an Ace Score of 601, but Breath Happy ads
have become easily recognizable. In 2012, Febreze had a retails value sale growth of19%, making it
officially one of the P&G brands to reach $1 billion in annual sale. The campaign boosted Febreze Air
Effects products with their share rising from44% to 47%. The company also expanded into car vent clips
and other.

 
The campaign’s objectives have been achieved due to its realistic stance and engagement of the public.
They chose the begin the campaign by reaching out through social network sites and social media like
internet, television and so on and putting on marketing events and then later expanded with their
national advertising

campaign. This allowed customers to feel like they were ‘part of the movement’.

By showcasing real-life situations and making them relatable and funny, Febreze become more in touch
with their customers. Instead of cheesy scenarios previously used by them and other similar companies,
the Breath Happy campaign: gives the viewer more credit by showing something that is not some
idealized version of where the product can send you.

4. On You Tube, you can find several commercials that “brought to life” the “big idea”. Describe three of
them and discuss their persuasive effectiveness.

 5. Several versions of Febreze are now on the market (febreze.com). Apply the concept of benefit
segmentation to three of them.

Benefit segmentation is based in the benefits that consumers seek from products and services. The
benefits that consumers look for represents unfilled needs, whereas buyers’ perceptions that a given
brand delivers a unique and prominent benefit result in loyalty to that brand. Febreze is probably the
world’s most sophisticated marketer of air fresheners that truly eliminate odour. The Febreze eliminates
odour in the air and on fabrics using a unique fine mist spray, allowing for even application and creating
freshness that will surround you like never before. The modern bottle design includes an easy-to-use
trigger that will help reduce leakage, nozzle sticking and “quacking”. The result, consumers’ loyalty levels
to their service providers correlated positively with the benefits these
consumers believed they had received. For example, the new Febreze Fabric RefresherAllergen Reducer
eliminates odor and reduces up to 95% of inanimate allergens from pollen, pet dander and dust mite
matter that can become airborne from fabric.

It features a unique technology that helps keep common allergens such as pollen*, pet dander, and dust
mite matter on soft fabrics from becoming airborne. The Febreze technology acts as a net that flexes
over allergen particles, trapping them on the fabric until they can be removed through vacuuming.