I. We provided an overview of the growing Indian ecommerce market and the opportunity for a perfume startup to enter the niche market by leveraging their French origins. II. Our comprehensive analysis of Indian e-consumer behavior highlighted key factors like branding, advertising, market segmentation, and purchasing preferences that determined the right product strategy. III. Our research uncovered "gifting" as a major overlooked aspect, prompting the client to add prominent gifting options to their site.

1. A Case study in
Ecommerce Consulting for a
startup venture in the perfume
industry
1, Ground Floor, Shitiratna, Nr. Radisson Blu Hotel,
Panchvati Cross Road, Ahmedabad, India.
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2. Company Background
All Good Scents, a trendsetting company establishing its presence in the perfume industry is the
brain-child of Mr. Rajiv Sheth. He has 16 years of perfumery experience in Grasse and Paris. He
has been awarded the 2nd price for 'Prix du Jeune Parfumeur' in the year 2000. He is also a
member of the Société Française des Parfumeurs since 1998.
The fragrance producer of All Good Scents is one of the oldest fragrance houses in activity in
Grasse, France, founded in 1779 AD. An extraordinary combination of a successful story and a
human dimension; they have produced 1500 tons of fragrances & flavors till date. With all their
combined Savoir-faire, All Good Scents aims to bring to India contemporary, modern and premium
fragrances manufactured in France and that too at inviting prices.
The Challenge
The Global perfume market for sure likes an investment pot! All Good Scents, our client, realized
the opportunity; however remained skeptic about the turnout of the new venture- Perfume
Ecommerce.
All Good Scents had familiar plans to go online and wanted to create a strong customer base in
India. But before investing, the company wished to ascertain the complex market that thrives in
India. And to reach its full potential, the company sought to understand the following aspects of
the business:
01
• Technical Support
• Current Trends
• Influence Of Brands
• Customs & Practices
• Consumer Behavior
• Major Competitors
• Web Portal Dynamics
• Logistic Chain
• Online Traffic
• User Demographics
• Marketing Opportunities
Our Solution
We conducted an in depth market research and presented our findings in the form of a concise
report. The key aspects of the report are highlighted in the pages that follow.
02
Tools & Tactics
We used numerous methods- both traditional and nontraditional, like going through
online thesis documents for Indian perfume market & consumer behavior, personal
interviews, yearly trend results of popular portals, mystery shopping etc.
Research Data:
- ComScore
- Econsultancy
- Forrester
- Internet Retailers
Search Engine Statistics Portals (SEOMOZ, SemRush etc.)
- For keywords ranking, website visitors, paid marketing ads etc.
Competition Portals Statistics: (Simply measured, Markosweb etc.)
- Competition Analysis
- Number of Visitors , Avg. Time Spent, Geographies
- Demographic Statistics
- Gender Ratio of Buyers
- Technology Platforms
Market Trends: (Google, EBay, Amazon etc.)
- Market Segmentation
- Consumer Trends & Buying Behavior
- Demographic Statistics
- Product Research
Nontraditional Methods:
- Mystery Shopping
- Contacting logistic suppliers and checking their reliability with existing customers

3. Perfumes fall in the first lot of selection when it comes to gifting someone a reputed item. To get
a hang of user's inclination towards gift, we dived deeply into various researches conducted by
private bodies and screened numerous engagement models adopted by International brands to
comprehend the driving forces for sales during festive seasons (gifting purpose).
04
To give an overall picture, we also covered:
· Statistics of Perfume Usage based on questionnaire and interviews
· Key factors users think upon purchasing any perfume product:
· Factors that matters in perfume selection
· Sources of information to purchase a perfume
· India Market Segmentation
· Market Share of Perfume as per Gender
· Fragrance Preferences
· Brand Image
· Profile of Potential Customers
· Ecommerce Consumption
· Top 5 purchased items from top 20 Hubs of Ecommerce in India
· Impact of Advertisements
I. We gave the client a glimpse on the
potential of ecommerce in India
and an industry snapshot.
“The Indian ecommerce market during the successive years recorded higher number of sales
exceeding the forecasted figures. The growth in revenue further prompted other businesses to join
the bandwagon of a new breed of e-retailers.
The detailed report motivated the client to pursue their action of playing
upon their French origins and positioning themselves in a very niche segment.
II. We drew a comprehensive analysis
03
of the Indian e-Consumer's
Behavior
A lot of factors play a crucial role in determining the right product for oneself and to
understand the end user's needs and preferences in a country like India is a major
challenge. India has a diverse culture and its demographics are so varied that parallelism
could be easily established between countries than Indian states.
To deliver on client's requisites, we conducted a research on the factors that determine the
significance of brands on the end users.
Market
Segmentation
Decisive
Elements
Brand Image
Advertising
Appeal
Consumer Perfume
Purchasing Behavior
This led the client to design their product personalities according to the
current trends; concentrate their marketing efforts only on a few cities and
advance towards tapping the unexplored segments of the market.
III. Our research made us draw the
client's attention towards a huge
factor he had missed: “Gifting”
We highlighted this aspect to our client and recommended to include gifting
as a visible option on the site.

4. IV. We collated easy to use data on
Delivering products on time can be a major challenge and may even dampen your business if you
do not have a supporting logistic partner. Understanding the prominence of such an arrangement,
we unraveled the three most competitive logistics partner with a vast coverage area.
The client had a specific issue in logistics management: Their product- perfumes, comes in glass
packaging and falls under the category of 'fragile' and 'contains alcohol'. Hence the availability of a
reliable logistic partner who is also cost effective could make or break their business.
What made our research different from a common data compilation?
1. We personally analyzed the service levels of shipping companies
2. We took customer feedback into account before suggesting it our client
3. While understanding the supply chain and its complexities, we remained focused
on advantages that our client can lead on
4. We examined each logistic partner's technical capabilities
5. We explored their coverage area
05
Shipping & Logistic Chains- a major
concern area for all ecommerce
startups.
Based on our findings, we listed three companies that can support the whole
supply chain and yet remain feasible. Our relentless examination and
approach to provide the best logistic partner helped our client to remain
competitive.
We found rare statistics and very valuable analytics data as well as web traffic overview for top 3
competitors. The charts and graphs included
06
V. Competitor Analysis formed a major
part of our report.
• SWOT analysis
• Web traffic breakdowns by
gender and geography
• SEO analysis
• Social media marketing stats
• Referrals
What does the client have to say about the research?
“It is always good to know about the top websites in India who are doing
well in your segment. A broader picture of the perfume market helps to
dispel a lot of beliefs you may have set out with, as a new entrant.”
Rajiv Sheth
CEO & Creative Director,
All Good Scents
• Web statistics
• Page views
• Bounce rates
• Back links
• Country wise visitor ratios
• Customer feedback ratios
• User demographics