Air Freshener
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Air Freshener Presentation Transcript

  • 1. MM2 TERM PROJECT Presented By: Lakshman Singh Nishant Tiwari Priyankar Chakraborty Sreetama Dutta Praxis Business School MM2 Project - Air Freshener PRODUCT CATEGORY - AIR FRESHENER Date: December 12, 2012
  • 2. AGENDA Praxis Business School MM2 Project - Air Freshener 2  Overview - Air Freshener In Indian Market  Product Category  Market Segments  Prominent Brands In Each Segment  Air Freshener In Institutional Markets  Air Freshener Price Market Segment Study  Brand Positioning For Each Brand  SWOT Analysis For “Dabur India Ltd” And “Odonil”  Brand Extension – Proposal  Marketing Mix  Reasons For Choosing “ODONIL BREEZE” Car Air Freshener  Bibliography
  • 3. OVERVIEW Praxis Business School MM2 Project - Air Freshener 3  Air care market growing at an average of 20% year on year  The air freshener has 3% penetration in air freshener market  Air care market size is Rs 300-crore in India INDIAN MARKET SIZE Rs. 300-crore CONSUMER MARKET SIZE 66.03% (198-Crore Approx) DIRECT SALES TO INSTITUTIONS MARKET SIZE 33.97% (101.9-Crore Approx) Source: http://www.thehindubusinessline.com/industry-and-economy/marketing/article3621054.ece?ref=wl_industry-and-economy http://www.business-standard.com/india/news/fresh-%5Caer%5C-in-air-care-market/483708/
  • 4. Praxis Business School MM2 Project - Air Freshener 4 537 924 1300 663 1178 1373 610 869 1403 1269 3003 4274 2007 2008 2010 Number of urban households by SEC spending every month on air fresheners (in 000s) SEC A SEC B SEC C Urban Inda  Number of households using the category has been increasing across all the SECs.  In urban India, the consumer base had increased by 236% from 2007 to 2010. Source: IMRB wallet monitor studies of 2007, 2008 and 2010 (The Marketing Whitebook 2012-2013)
  • 5. Praxis Business School MM2 Project - Air Freshener 5 25 27 2728 46 44 32 46 50 25 37 41 2007 2008 2010 Average monthly household spends on air fresheners by Zone (in Rs) East West South North  The average spend on the category has increased to Rs 44 in 2010 from Rs 30 in 2007.  The buyers in the South Zone on an average spend more than the other Zones. Source: IMRB wallet monitor studies of 2007, 2008 and 2010 (The Marketing Whitebook 2012-2013)
  • 6. PRODUCT CATEGORY 6 42% 15% 14% 9% 2% 18% Main Brands and Company Manufactured them with Shares 2010 Odonil - Dabur India Ltd Ambi Pur - P&G Home Products Ltd Premium - Helene Curtis India Ltd, JK Air Wick - Reckitt Benckiser (India) Ltd Lovin - Midas Care Pharmaceutical Pvt Ltd Others Praxis Business School MM2 Project - Air Freshener Source: http://pitchonnet.com/blog/2012/05/21/air-fragrance-market-breathes-a-fresh-lease-of-life/
  • 7. MARKET SEGMENTS Praxis Business School MM2 Project - Air Freshener 7 AIR FRESHNER MARKET SEGMENTS TYPES  Aerosols/Sprays  Electric Air Fresheners  Gels and Candles  Car Air Fresheners  Fridge Fresheners  Bathroom Fresheners PRICE  High-End Segment  Mid-End Segment BENEFITS  Odour Removal  Active Fragrance  Hanger Pack  Net Pack  Dispensers  Canister PACKAGING
  • 8. PROMINENT BRANDS IN EACH SEGMENT Praxis Business School MM2 Project - Air Freshener 8 Aerosols /Sprays Electric Air Fresheners Gels and Candles Car Air Fresheners Fridge Fresheners Bathroom Fresheners  Glades  Aer  Air Wick  Renuzit  Air Wick  Renuzit  Glade  Ambi Pur  Aer  Premium  Odonil Premium Segment Mid Segment  Aer  Air Wick Ambi Pur  Odonil  Premium Hanger Pack Net Pack Dispensers & Canister  Odonil  Odonil  Air Wick  Odonil  Aer Odour Removal Active Fragrance  Odonil  Ambi Pur  Aer TYPES OF AIR FRESHENERS PRICE SEGMENT PACKAGING SEGMENT BENEFITS SEGMENT
  • 9. AIR FRESHENER IN INSTITUTIONAL MARKETS Praxis Business School MM2 Project - Air Freshener 9  Hotels  Corporate Houses, Factories  Malls  Hospitals  Railways  Public Bathrooms  Show Rooms  Theaters  Government Institutions and Buildings  R5 Diversey has high presence in Institution market and Odonil has high presence in consumer market.
  • 10. PRICING - SEGMENT Praxis Business School MM2 Project - Air Freshener 10 High-End Segment Mid-End Segment Most prominent air freshener brands have similar pricing, Hence, we have segregated in the high-end segment and mid-end segment, in terms of pricing. B2B Segment
  • 11. Praxis Business School MM2 Project - Air Freshener 11 PRODUCT -Premium - Available in 3 variants - Easy to use (per packaging) PLACE -Launched in metros PROMOTION -Perfumed print ad -Carried out BTL promotions and activations PRICE - Premium Category PACKAGING Company: Godrej Consumer Products Limited  Tagline/ Slogan:“The Way It Smells, and The Way It Spells”  Positioning: A delightful experience, aer aims to bring alive consumer experiences to enhance their personal space at home STUDY OF THE BRAND
  • 12. Praxis Business School MM2 Project - Air Freshener 12 PRODUCT -Available in various flavors and varieties PLACE -Targeted urban and semi-urban households PROMOTION -Excellent brand promotion by advertising media and prints PRICE -Standard price segment PACKAGING Company: Reckitt & Benckiser (India) Limited  Tagline/ Slogan:“It’s Good To Be Home”  Positioning: To transform your home to a great environment making it happy and joyous STUDY OF THE BRAND
  • 13. Praxis Business School MM2 Project - Air Freshener 13 PRODUCT -Known for quality - Available in various varieties PLACE - Excellent distribution network PROMOTION -High advertisement compare to other brands PRICE - Premium Category PACKAGING Company: Procter & Gamble Home Products Limited  Tagline/ Slogan:“A Touch Of Freshness To Your Home, and Car”  Positioning: Eliminates tough odours and freshens the air as if washed STUDY OF THE BRAND
  • 14. Praxis Business School MM2 Project - Air Freshener 14 PRODUCT - Available in a variety of exciting fragrances PLACE - Targeted urban and semi-urban households PROMOTION - TV advertising PRICE - Average price PACKAGING Company: Dabur India Limited  Tagline/ Slogan:  Positioning: Complete air freshening brand for every space in your home STUDY OF THE BRAND
  • 15. Praxis Business School MM2 Project - Air Freshener 15 PRODUCT - Quality fragrance - Easy to use PLACE - Lack availability PROMOTION - Hardly does any promotion PRICE -Average price PACKAGING Company: JK Helene Curtis India Limited  Tagline/ Slogan:“Home, Fresh Home”  Positioning: Feel fresh and bring home freshness STUDY OF THE BRAND
  • 16. Praxis Business School MM2 Project - Air Freshener 16 PACKAGING  Company: S.S.B Enterprises  Established in the year 2011, the first commercial aerosol plant for contract manufacturing in Andhra Pradesh  Does direct marketing in terms of promotion  Positioning: The brand is positioned using the baseline " Fragrance Your Imagination". The company believes that perfumes relaxes the drivers and enhance comfort level. Since there is little competition, there is little promotion for this brand. STUDY OF THE BRAND
  • 17. SWOT ANALYSIS – DABUR INDIA LIMITED Praxis Business School MM2 Project - Air Freshener 17 S TRENGTHS W EAKNESSES T HREATS PPORTUNITIES O • Strong Brand Image and Product Development Strength • Strong Distribution Network and an Extensive Supply Chain • Products present in over 60 countries and distribution through 5000 distributors and 2.8 million outlets • Dabur products has stiff competition from big domestic players and international brands • Tap rural markets and increase penetration in urban areas • Increasing purchasing power of people thereby increasing demand • Mergers and acquisitions to strengthen the brand • Intense and increasing competition amongst other FMCG companies • FDI in retail thereby allowing international brands • Competition from unbranded and local products
  • 18. SWOT ANALYSIS - ODONIL Praxis Business School MM2 Project - Air Freshener 18 S TRENGTHS W EAKNESSES T HREATS PPORTUNITIES O • Available in easy-to-use & convenient packaging, such as 'Hanger Pack', 'Net Pack' , 'Dispensers' and ‘Sprays’ • Established brand support • Reasonable price • Available in a variety of exciting fragrances • Lack of knowledge about the home fragrances segment, mainly agarbattis, which are considered the original home fragrances • Availability of cheaper substitutes • Expand brand portfolio and make it a complete air freshening brand by bringing in car Air Fresheners • Tie up with hotels, restaurants, airlines companies • Bringing in home fragrances in the form of candles and gels, agarbattis. • Develop customized fragrances for hotels and stores • Aggressive competition from multinational giants • Unexpected spike in input costs • New entrants
  • 19. BRAND EXTENSION-PROPOSAL Praxis Business School MM2 Project - Air Freshener 19 COMPANY Dabur India Limited BRAND Odonil PROPOSAL Car Air Freshener Segment
  • 20. MARKETING MIX Praxis Business School MM2 Project - Air Freshener 20 PRODUCT PRICE PROMOTION PLACE  Name: “Odonil Breeze”  Packaging: Plastic bottles with adjustable lids  Features: Bottles with 4 compartments containing different fragrances  Comparable Pricing in line with competitors  Free samples to customers in Car Showrooms, garages and car parking lots in malls  Ads in TV and Newspapers A three-pronged approach for distribution:  General Trade  Modern Trade  Car Accessories Showrooms
  • 21. SURVEY Praxis Business School MM2 Project - Air Freshener 21 Car 67% Gel 33% Incense Sticks 0%  Sample Size: 21  Following are the conclusions from the survey Q Which are the following brands are you aware of?  Odonil  AirWick  Aer  Glade  100% people were aware about Odonil. Q If Odonil comes in following formats, which one will you go for?  Car Air Freshener  Gel  Incense Sticks  67% people would like to go for “Car Air Freshener” Odonil AirWick Aer Glade 100.0% 90.5% 52.4% 4.8%
  • 22. REASONS FOR CHOOSING “ODONIL BREEZE” CAR AIR FRESHENER Praxis Business School MM2 Project - Air Freshener 22  Odonil has 42% market share in Air care market, which makes Odonil very popular. Therefore, no need of extensive advertising.  Dabur has strong distribution network and an extensive supply chain  Expand brand portfolio and make it a complete air freshening brand by bringing in car air freshener.  Number of households using the category has been increasing across all the SECs  Air care market growing at an average of 20% year on year  Established brand support
  • 23. BIBLIOGRAPHY Praxis Business School MM2 Project - Air Freshener 23  http://pitchonnet.com/blog/2012/05/21/air-fragrance-market-breathes-a-fresh- lease-of-life/  http://pitchonnet.com/blog/2012/07/10/godrej-re-enters-the-air-care-market- with-aer/  http://www.dabur.com/Products-Home%20Care-Odonil  http://pitchonnet.com/blog/2012/05/21/air-fragrance-market-breathes-a-fresh- lease-of-life/  http://www.premiumhomefresh.com/Premiumlavender.aspx  http://marketingpractice.blogspot.in/2008/03/airwick-its-good-to-be-home.html
  • 24. THANK YOU Praxis Business School MM2 Project - Air Freshener 24