Air Wick Marketing Mix (4Ps) Strategy

Published by MBA Skool Team, Last Updated: April 19, 2020

Marketing Mix of Air Wick analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Air Wick marketing strategy. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped the brand grow.

Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. This article elaborates the product, pricing, advertising & distribution strategies used by Air Wick.

Let us start the Air Wick Marketing Mix & Strategy:

Air Wick Product Strategy:

The product strategy and mix in Air Wick marketing strategy can be explained as follows:

Air Wick is an air fresher brand having different fragrances. Air Wick is a home care product in the fragrances category which has several variants, i.e., various types and flavours under it. It has a wide offering in its marketing mix product portfolio and they are as follows:

1) Scented Oils

2) Freshmatic Ultra

3) Freshmatic Compact

4) Scent Ribbons

5) Scented Candles

6) Flip and Fresh

7) Life Scents Aerosol Sprays

Its target group consists of urban and semi-urban households. The company has made people perceive Air Wick which will transform your home to an environment which is happy and joyous.


Image: flickr.com/photos/roemspzoo


Air Wick Price/Pricing Strategy:

Below is the pricing strategy in Air Wick marketing strategy:

Air Wick being one of the oldest brands is seen as average brand.

It is priced low to cater to a large customer base. The company has always tried to incorporate Value Pricing in its products, i.e., its pricing is based n the customer’s value and how do they perceive the brand. But since it targets faster growing markets it also has to switch to competitive pricing. Air Wick has competition from several similar fragrance brands but still holds a strong perception and hence customers feel it is a value for money product.


Air Wick Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Air Wick SWOT Analysis, STP & Competitors

Air Wick Place & Distribution Strategy:

Following is the distribution strategy of Air Wick:

Air Wick products are available across geographies owing to a strong parent brand. RB has wide distribution network and the product Air Wick has leveraged upon the same.

This distribution channel is common to its products because they more or less belong to the same category, i.e., FMCG though its products are available online as well on websites like Amazon, Flipkart, eBay, Snapdeal, Alibaba and work as retail distributors.


Air Wick Promotion & Advertising Strategy:

The promotional and advertising strategy in the Air Wick marketing strategy is as follows:

Promotion is one of the factors which has played significant role in the success of Air Wick. It has excellent brand promotion and presence by advertisements and prints. It adjusts its brand around emotions. The company has a marketing-driven business model and ploughs back the income it earns in marketing only. The company uses media channels like TV, print, online ads etc to showcase the brand. This concludes the marketing mix of Air Wick.


About Air Wick:

Air Wick, owned by Reckitt Benckiser, is an American air freshener. It was launched as home fragrance product in US in 1943.

The vision of the company is to create a world where people are healthier and live better by offering people innovative solutions through expanding their capabilities to stay ahead of the game. The tagline of Air Wick is “Brightening the Air”.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
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