airfreshener report

8/20/2019 airfreshener report

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MM2 TERM PROJECT

Presented By:Lakshman SinghNishant TiwariPriyankarChakrabortySreetama Dutta

Praxis Business School-

PRO!"CT CATE#OR$ - A%RRES&E'ER

!ate: !ece()er *2+

2,*2


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A#E'!A


2

Overview - Air Freshener In Indian arket

Produ!t Category

arket Segments

Prominent "rands In #a!h Segment

Air Freshener In Institutiona$ arkets

Air Freshener Pri!e arket Segment Study

"rand Positioning For #a!h "rand

S%OT Ana$ysis For &Dabur India Ltd' And &Odoni$'

"rand #(tension ) Pro*osa$

arketing i(

+easons For Choosing &ODONIL "+##,#' Car Air Freshener

"ib$iogra*hy


3/24

OER%E.


/

Air !are market growing at an average o ./0 year onyear

The air reshener has 10 *enetration in air reshenermarket

Air !are market si2e is +s 1//-!rore in India

%'!%A' MAR0ETS%1E

+s3 1//-!rore

CO'S"MERMAR0ET S%1E

443/10 5678-CroreA**ro(9

!%RECT SAES TO%'ST%T"T%O'SMAR0ET S%1E

1137:0 56/637-CroreA**ro(9

Source: htt*;


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3

.//: .//8 ./6/

=1:

7.>

61//

441

66:8 61:1

46/ 847

6>/1

6.47

1//1

>.:>

'u()er o4 ur)an households )y SEC s5endin6 e7ery (onth on air 4resheners 8in ,,,s9

SEC A SEC B SEC C

Number o househo$ds using the !ategory has been in!reasing a!ross a$$ theS#Cs3

In urban IndiaB the !onsumer base had in!reased by .140 rom .//: to ./6/3

Source: I+" wa$$et monitor studies o .//:B .//8 and ./6/ 5The arketing %hitebook ./6.-./619


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.//: .//8 ./6/

.= .: .:.8

>4>>

1.

>4=/

.=

1:>6

A7era6e (onthly household s5ends on air 4resheners )y 1one 8in Rs9

East .est South 'orth

The average s*end on the !ategory has in!reased to +s >> in./6/ rom +s 1/ in .//:3

The buyers in the South ,one on an average s*end more thanthe other ,ones3

Source: I+" wa$$et monitor studies o .//:B .//8 and ./6/ 5The arketing %hitebook ./6.-./619


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PRO!"CT CATE#OR$ ;

>.0

6=0

6>0

70

.0

680

Main Brands and Co(5any Manu4actured the(


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MAR0ET SE#ME'TS


=

A%R RES&'ERMAR0ET

SE#ME'TS

T$PES Aeroso$s


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PROM%'E'T BRA'!S %' EAC&SE#ME'T


>

Aerosols?S5rays

Electric Airresheners

#els andCandles

Car Airresheners

rid6ereshener

s

Bathroo(resheners

$ades Aer Air %i!k +enu2it

Air %i!k +enu2it

$ade Ambi Pur Aer

Premium

Odoni$

Pre(iu(Se6(ent

MidSe6(ent

Aer Air %i!kAmbi Pur

Odoni$ Premium

&an6erPac@

'etPac@

!is5ensers

Canister Odoni$

Odoni$ Air%i!k

Odoni$ Aer

OdourRe(o7al

Acti7era6rance

Odoni$

Ambi Pur Aer

T$PES O A%RRES&E'ERS

PR%CESE#ME'T

PAC0A#%'#SE#ME'T

BE'E%TSSE#ME'T


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A%R RES&E'ER %' %'ST%T"T%O'AMAR0ETS


Eote$s

Cor*orate EousesB Fa!tories

a$$s

Eos*ita$s

+ai$ways

Pub$i! "athrooms

Show +ooms

Theaters

overnment Institutions and "ui$dings

+= Diversey has high *resen!e in Institution market andOdoni$ has high *resen!e in !onsumer market3


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PR%C%'# - SE#ME'T


*,

&i6h-EndSe6(ent

Mid-EndSe6(ent

ost *rominent air reshener brands have simi$ar *ri!ingB Een!eB wehave segregated in the high-end segment and mid-end segmentB interms o *ri!ing3

B2B Se6(ent


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**

PRO!"CT

-Premium

- Avai$ab$e in1 variants

- #asy to use5*er*a!kaging9

PACE

-Laun!hed inmetros

PROMOT%O'

-Perumed

*rint ad-Carried out"TL*romotionsanda!tivations

PR%CE

- PremiumCategory

PAC0A#%'#

Co(5any: odre Consumer Produ!ts Limited

Ta6line? Slo6an:&The %ay It Sme$$sB and The%ay It S*e$$s'

Positionin6: A de$ightu$ e(*erien!eB aer aims to

bring a$ive !onsumer e(*erien!es to enhan!e their*ersona$ s*a!e at home

ST"!$ O T&E BRA'!


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*2

PRO!"CT

-Avai$ab$e invariousJavors andvarieties

PACE

-Targetedurban andsemi-urbanhouseho$ds

PROMOT%O'

-#(!e$$ent

brand*romotionbyadvertisingmedia and*rints

PR%CE

-Standard*ri!esegment

PAC0A#%'#

Co(5any: +e!kitt "en!kiser 5India9 Limited

Ta6line? Slo6an:&ItKs ood To "e Eome'

Positionin6: To transorm your home to a great

environment making it ha**y and oyous

ST"!$ O T&E BRA'!


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*/

PRO!"CT

-Gnown orua$ity

- Avai$ab$e invariousvarieties

PACE

- #(!e$$entdistributionnetwork

PROMOT%O'

-Eighadvertisement !om*areto otherbrands

PR%CE

- PremiumCategory

PAC0A#%'#

Co(5any: Pro!ter amb$e Eome Produ!ts Limited

Ta6line? Slo6an:&A Tou!h O Freshness To Mour EomeBand Car'

Positionin6: #$iminates tough odours and reshens

the air as i washed

ST"!$ O T&E BRA'!


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*3

PRO!"CT

- Avai$ab$e ina variety oe(!itingragran!es

PACE

- Targetedurban andsemi-urbanhouseho$ds

PROMOT%O'

- Tadvertising

PR%CE

- Average*ri!e

PAC0A#%'#

Co(5any: Dabur India Limited

Ta6line? Slo6an:

Positionin6: Com*$ete air reshening brand or

every s*a!e in your home

ST"!$ O T&E BRA'!


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*

PRO!"CT

- ua$ityragran!e

- #asy to use

PACE

- La!kavai$abi$ity

PROMOT%O'

- Eard$ydoes any*romotion

PR%CE

-Average*ri!e

PAC0A#%'#

Co(5any: G Ee$ene Curtis India Limited

Ta6line? Slo6an:&EomeB Fresh Eome'

Positionin6: Fee$ resh and bring home reshness

ST"!$ O T&E BRA'!


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*;

PAC0A#%'#

Co(5any: S3S3" #nter*rises

#stab$ished in the year ./66B the rst!ommer!ia$ aeroso$ *$ant or !ontra!tmanua!turing in Andhra Pradesh

Does dire!t marketing in terms o *romotion

Positionin6: The brand is *ositioned usingthe base$ine ra6rance $our

%(a6inationD The !om*any be$ieves that*erumes re$a(es the drivers and enhan!e!omort $eve$3 Sin!e there is $itt$e !om*etitionBthere is $itt$e *romotion or this brand3

ST"!$ O T&E BRA'!


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S.OT A'A$S%S !AB"R %'!%A%M%TE!


*=

STRENGTHS

WEAKNESSES

THREATS

PPORTUNITIES

O

• Strong Brand Image andProduct Development Strength

• Strong Distribution Networkand an Extensive Supply Chain

• Products present in over !

countries and distributionthrough "!!! distributors and#$% million outlets

• Dabur products has sti&&competition &rom bigdomestic players and

international brands

• 'ap rural markets andincrease penetration inurban areas

• Increasing purchasing powero& people thereby increasingdemand

• (ergers and ac)uisitions tostrengthen the brand

• Intense and increasingcompetition amongst other*(C+ companies

• *DI in retail thereby allowinginternational brands

• Competition &rom unbrandedand local products


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S.OT A'A$S%S - O!O'%


*>

STRENGTHS

WEAKNESSES

THREATS

PPORTUNITIES

O

• ,vailable in easy-to-use .convenient packaging/ suchas 01anger Pack0/ 0Net Pack0 /0Dispensers0 and 2Sprays3

• Established brand support• 4easonable price• ,vailable in a variety o&

exciting &ragrances

• 5ack o& knowledge about thehome &ragrances segment/mainly agarbattis/ which areconsidered the original home

&ragrances• ,vailability o& cheaper

substitutes

• Expand brand port&olio and makeit a complete air &resheningbrand by bringing in car ,ir*resheners

• 'ie up with hotels/ restaurants/airlines companies

• Bringing in home &ragrances in the&orm o& candles and gels/agarbattis$

• Develop customi6ed &ragrances &or

hotels and stores

• ,ggressive competition &rommultinational giants

• 7nexpected spike in inputcosts

• New entrants


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BRA'! EFTE'S%O'-PROPOSA


*

COMPA' $

!a)ur %ndia i(ited

BRA'! Odonil

PROPOSA

Car Air reshener Se6(ent


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MAR0ET%'# M%F


2,

PRO!"CT

PR%CE

PROMOT%

O'

PACE

'a(e: GOdoni$ "ree2e' Pac@a6in6: P$asti! bott$es with adustab$e $ids eatures: "ott$es with > !om*artments!ontaining diQerent ragran!es

Com*arab$e Pri!ing in $ine with !om*etitors

Free sam*$es to !ustomers in Car ShowroomsBgarages and !ar *arking $ots in ma$$s Ads in T and News*a*ers

A three-*ronged a**roa!h or distribution; enera$ Trade odern Trade

Car A!!essories Showrooms


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S"RE$


2*

CarH ;=I

#elH //I

Sam*$e Si2e; .6Fo$$owing are the !on!$usions rom the survey

%hi!h are the o$$owing brands are you aware o?Odoni$Air%i!kAer$ade

6//0 *eo*$e were aware about Odoni$3

I Odoni$ !omes in o$$owing ormatsB whi!h one wi$$ you

go or?Car Air Freshenere$In!ense Sti!ks

4:0 *eo*$e wou$d $ike to go or &Car Air Freshener'

Odonil Air.ic@ Aer #lade

*,,D,I,DI

2D3I

3D>I


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"I"LIO+APEM


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htt*;


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T&A'0 $O"

Praxis Business School

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airfreshener report

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