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Brand Plan | Mangaldeep
A Capstone Presentation by Kinjal Taletiya
SP Jain Institute of Management and Research
Brand Strategy Programme - Sept’23 - March’24
5C Analysis
COMPANY: ITC Limited
Products: FMCG, Hotels, Paperboards & Speciality Paper.
Packaging & Printing. Agri Business, IT, Tobacco.
Competitive Advantages: Trusted Brand, Public Limited Company,
High Brand Awareness, Strong Supply & Distribution Network in
Existence, Diverse Portfolio
Goals: To enhance the wealth generating capability of the
enterprise in a globalising environment, delivering superior and
sustainable stakeholder value1
Brand: Mangaldeep was established in 2003; India’s No 1 Dhoop
Brand and No 2 Agarbatti Brand2
1
2
Source: https://www.itcportal.com/about-itc/values/index.aspx
Source: https://www.itcportal.com/businesses/fmcg/agarbattis-and-dhoop.aspx
COLLABORATORS
Service Providers: Perfumers, Advertising Agencies, Digital
Agencies.
Partners & Investors: Shareholders.
Suppliers: ITC Matches, ITC’s Packaging Division, Suppliers of
Raw Material, Small scale and cottage units, ORMAS (Orissa
Rural Development & Marketing Society)1
Distributors: ITC’s FMCG, Tobacco and e-Choupal distribution
2
channels.
1
Source: https://bit.ly/42Kg9Pi
2
Source: https://bit.ly/3Imh5jv | https://bit.ly/3UE7TOJ © Neethi Nair
CUSTOMERS
Target Audiences: Ritual worshippers across the
country.
Customer Motivations & Behaviors: To have the
right environment for their daily prayers which will
help them feel more connected with God.
Communication Channels: Social Media, Offline
Channels.
Customer Perceptions: They view the lighting of
agarbatti as an inseparable part of their puja rituals
COMPETITORS
Established Competitors: Cycle Pure, Moksh Agarbatti, Hari
Darshan.
Emerging Competitors: Zed Black.
Competitors Strengths & Weaknesses: Some have their
legacy, Some are positioned as premium brands. Weakness
-
Standalone companies with no backing of ITC.
Competitor Strategies and Tactics: Use of brand
ambassadors, Home Fragrances on Offer, International
Shipping.
Technological: Agarbatti
industry in India is a labour
intensive cottage industry. 4
Political: Current govt Economical: S&P Global Ratings predicts
predicted to come back so that India will become the world's
political stability to continue fort hird-largest economy by 2030; GDP
4 more years.1growth of 7% in the fiscal year 2026-272
Legal: In 2019, the DGF restricted free
import of Agarbattis.5
The Indian Forest Act, 1927, was amended
to specify that bamboo was technically
grass and not tree.6
Environmental: Increasing air pollution
is causing manufacturers to look at
low-smoke variants.
Social: The Hindu population is
predicted to rise to 1.3 billion Hindus at
the forefront by 2050.3
CONTEXT
Source: 1https://bit.ly/3vOFEm7 2
:https://bit.ly/47QJ5pD 3
https://bit.ly/47WdEtP 4
https://bit.ly/3vUm3Ry
5
https://bit.ly/3Say8cJ 6
https://bit.ly/42ba4e
Customer Purchase Behavior
Dipstick Survey of 58 Respondents
Usage Behaviour
Of the 58 respondents, 25 respondents said that
they use agarbattis on a daily basis, mostly of this
usage is at their home as a part of the puja ritual.
This indicates a high usage rate for the category.
Personal Preferences
36 out of 51
respondents said they
prefer floral and sandal
fragrances, indicating a
preference for classic
fragrances.
Shopping Behaviour
39 out of 51
respondents pick up
their agarbattis
physically at a
supermarket or local
store indicating that
almost all purchase
happens offline.
Brands In The Category
Mangaldeep and Cycle
emerged as the two
major brands in the
category with a wide
lead.
The remaining were a
mix of local and national
players.
Influencing Factors
Fragrance was the most
important factor that
influenced purchase
followed by price and
brand name.
This indicates that users
of this category are
particular about quality
and cost.
Segmentation + Targeting
Chosen Segmentation Variables
Attitudes
Religion Purchase
Behavior
Benefits Sought
- Religious: Follows a single religion
- Spiritual: May or may not follow a single religion but believes in a higher
power - Agnostic: Unsure of the presence of a higher power or god(s)
- Atheist: Denies the existence of a higher power or god(s)
Hindu
Muslim
Sikh
Christian
Other
Price Conscious
Value
Conscious
- Create an atmosphere
of devotion
- Create an atmosphere
of peace
- To spread fragrance in
the house
Demographic Variables
Psychographic Variables
Behavioral Variables
Segments for Mangaldeep Agarbattis
Name Segment Description Typical Profile
Spiritual
Seekers
Rituali
Worshippers
Fragrance
Connoisseurs
“I want my house to
smell great through the
day”
“Agarbattis are an
essential part of my puja
ritual”
“I want an agarbatti to aid
in my spiritual practise”
They pray once or twice a day
by lighting a lamp and
agarbattis.
They seek aromatherapy products to
aid them with meditation and
spirituality. Usage not limited to
agarbattis.
They seek high-quality products to
keep their house smelling fragrant.
Usage not limited to agarbattis.
Any religion, Spiritual/Agnostic,
Create an atmosphere of calm,
Value Conscious.
Hindu, Religious, Create an
atmosphere of devotion, Price
Conscious.
Any religion, Spiritual, Create an
atmosphere of calm, Value
Conscious.
Target Segment
Ritual Worshippers:
1.Regular users of the category.
2.Agarbattis cannot be replaced in their rituals.
3.They prefer classic fragrances for their prayer rituals.
4.Additional products like dhoop and camphor can be upsold.
5.Have strong family values so future generations will also grow up to be users.
6.Large demographic and geographic presence
Demographics
Background
Media Consumption
Lifestyle And Values
Goals / Challenges
What Can Mangaldeep Do?
Age: 37
Gender: Female
Family: Married, 2 kids
Occupation: Accountant
SEC Classification: B2
Location: Chennai
Mythili V
Vernacular TV Channels like Sun TV
Facebook Communities
WhatsApp Groups
YouTube for recipes and house hacks
Balancing her work and family, Mythili finds solace
and connection through her daily prayers. She
appreciates products that align with her spiritual
beliefs and contribute to a serene and sacred
atmosphere at home
Practices daily prayers and religious rituals.
Values products that bring a sense of tranquility
and devotion to her home.
Appreciates traditional and culturally significant
items.
Uses incense twice a day during her puja
Shops at her local store and buys 2 - 3 packets a
month in bulk
Offer fragrances that resonate with religious practices.
Offer affordable SKUs to fit her monthly budget
Make the brand available in her local store
Help her instill a sense of faith and rituals in her family
Seeks products that contribute to a tranquil and
sacred environment for her family.
Aims to balance her professional life, motherhood, and
spiritual practices seamlessly.
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
Agarbatti Usage/Shopping Behavior
Brand Positioning
Category PoP + PoD
Customer
Brand
Competition
Mangaldeep’s PoD:
Competitor’s PoD:
Category PoP:
PoP for Mangaldeep + Competition:
Core Competence
In Puja Fragrances
Fragrances For Multiple Needs
Manufacturing Process
Agarbattis & Dhoop/Sambrani
Economical
Puja Fragrance
Modern Fragrances
Premium
Perceptual Map
Brand Laddering
Value
Attributes
Emotional Benefits
Functional Benefits Long lasting aroma
Serenity through the day
Deeper connect with God
Fragrant agarbattis and cones
Positioning Strategy:
Emotional Benefit Positioning: Mangaldeep emphasizes the spiritual
and emotional benefits of using their agarbattis, such as enhancing
prayer experiences and reinforcing tradition and ritual.
This is about the value the product adds to the consumer's life
beyond its physical attributes.
For regular worshippers, Mangaldeep is a brand of premium quality
incense that creates an atmosphere of deep devotion, because our
products deliver authentic fragrances based on Indian culture and rituals.
Positioning Statement:
Brand Portfolio
BCG Growth Share Matrix
Relative Market Share
- On the BCG Matrix, Mangaldeep is currently
in the STAR quadrant.
- Mangaldeep is India's no. 1 Dhoop brand and
the second largest Agarbatti brand with
annualized consumer spend of over Rs 800
Crores1 so the relative market share is very
high.
- The Incense and Dhoop market is projected to
exhibit a CAGR of 8.17% during 2024-2032.2
Market
Growth
High Low
Low
High
1
Source:https://bit.ly/3UmwDeh
2
Source:https://bit.ly/3SvaVSC
ITC Limited’s Brand Portfolio
ITC’s FMCG Brand Architecture Strategy
For the FMCG Category, ITC Limited follows an endorsed brand strategy.
This is evident in how the company markets a diverse range of products under different brand names,
each carrying the ITC endorsement to leverage the parent brand name and build trust. Brands such as
Mangaldeep, Aashirvaad, and Sunfeast benefit from the overarching reputation of ITC while catering to
specific market segments with their unique value propositions.
This strategy allows ITC to maintain distinct identities for its various FMCG brands so they can compete
with HUL and P&G, while ensuring targeted communication and marketing efforts tailored to the specific
needs and preferences of different consumer segments.
Mangaldeep: An Endorsed Brand
This endorsed brand strategy is similarly applied to Mangaldeep.
Mangaldeep benefits from the parent company's strong reputation, leveraging ITC's trust and market
presence to establish itself as a significant player in the agarbatti and dhoop market.
By associating with ITC's legacy, Mangaldeep not only gains credibility but also accesses ITC's extensive
distribution and marketing networks, ensuring its products reach a wide audience. This approach allows
Mangaldeep to focus on innovation and quality within its niche, while still drawing on the strength and
reliability of the ITC brand umbrella, effectively combining the distinct identity and specialized offerings
of Mangaldeep with the overarching assurance of quality and trust provided by ITC.
Brand Identity
Brand Identity
Prism
Physique
Reflection
Relationship
Personality
Self Image
Culture
- A companion in the
daily puja rituals
- Enabler of a strong
connection to the divine
- 12 inch agarbattis with a
natural yellow stem
- The iconic lamp
- The Mangaldeep Lady
- Spiritually inclined individuals who value
tradition - They seek peace and sanctity in their
daily lives
- Spiritual
- Respects
traditions - Tranquil
- Deeply rooted in Indian
culture
- Celebrates the rich
heritage of the country
- Devout individuals who are proud
of their faith
- Upholders of tradition
Core Essence
Mangaldeep’s core essence is “classic puja fragrances”
This essence highlights Mangaldeep's specialization in creating fragrances that are specifically designed
for puja rituals. It underlines the brand's focus on developing products that cater to the needs of
consumers looking to create a sacred atmosphere during their worship.
The core essence is conveyed in all their customer facing collateral and communication, be it their
packaging, the advertisements or the content on their social media.
Brand Design Elements
Visual Cues Audio + Verbal Cues
- Spirituality: Phrases such as “undisturbed
conversations with god”, “divine fragrances”,
“upasana” and “prathna ki mehak”
- Fragrance: The brand uses “khusboo”, “mehak”
and “sugandh” to create a strong association
with its fragrances
- Tranquility: Cues such as “mann ki shanti” are
used
- Culture & Tradition: Mangaldeep uses Indian
instruments, music and mantras in their
communication to deepen the association with
India
Communication Strategy
The 6Ms of Communication for Mangaldeep
Media: Mangaldeep has an
active presence on digital
platforms such as Instagram
and Facebook to reach their
target audience.
Market: Mangaldeep creates
communication pieces in
various languages to address
regular worshippers across
the country.
Money: Mangaldeep’s
advertising spends appear to
be focused on offline brand
promotion and digital
marketing and not on mass
media.
Mission: Their mission is to
create strong associations in
the minds of the customers
between Mangaldeep viz a viz
puja and tradition
Measurement: A good
measure of spends would be
the measure an increase in
brand awareness after the
recent Khushboo Path
campaign.
Message: Their messaging is
a mix of educational content,
CSR initiatives, and
information about new
products and offers
The communication objectives of the brand are as follows:
Awareness Level: To increase visibility and build brand awareness about the brand to the target
audience via offline and online activities.
Interest Level: To make the target audience familiar with the variety of fragrances they offer.
Desire Level: To create desire amongst the target audience to reach their spiritual goals by using
products from Mangaldeep, a brand that is deeply connected with Indian culture and rituals.
Action Level: To entice target audience to buy Mangaldeep agarbatti and dhoop at a competitive price
by communicating offers and bundles.
Communication Objectives
Communication Touchpoints
Role in the purchase funnel:
- To raise awareness and
generate interest.
Offline Touchpoints:
- On-ground activations with
temples and devotees
- Distribution of free
samples - TVCs; but
infrequently
Online Touchpoints:
- ITC Portal for buying
agarbattis
- Presence on online stores
such as Amazon, Flipkart,
Blinkit, Zepto, Instamart etc.
- Mangaldeep App
Role in the purchase funnel:
- To create a strong desire and
facilitate action.
- To also be on the top when
searched category-wise
Social Media Touchpoints:
- Strong presence on
Instagram, Facebook and
YouTube.
- Collaboration with
influencers
- Communication of offers
Role in the purchase funnel:
- All stages of the funnel.
Different communication
pieces are aimed at different
stages of the purchase funnel.
Mangaldeep has its own Mobile Application that does the
following: - Users can listen to devotional songs on the app
- They can consult a panchang and find auspicious times
- They can locate temples next them
- Chant mantras with the chant counter
- Read more about temples and discover their stories
- Book a pujari
Integrating Technology
Mangaldeep’s 4Ps
Product.
Mangaldeep uses high quality, natural
ingredients to ensure consistent products.
They also have fragrance connoisseurs to
help them select the right notes.
Place
Mangaldeep leverages ITC's robust
distribution network to ensure its products
are widely available across India, both in
urban and rural areas. They are present on
online platforms, as well.
Promotion
Promotional activities include online,
offline and digital campaigns and
sponsorship of religious events.
Price
Mangaldeep is priced competitively to
reach customers across SECs.
- Quality of products: Mangaldeep delivers a consistent brand experience by ensuring standardization
in their product quality and fragrances so the customers have a seamless experience from pack-to-pack
- Ensuring Availability: They also leverage ITC’s vast distribution network and robust sales channels to
ensure delivery to urban and rural areas.1
- Packaging: The brand provides effective and premium packaging, sometimes bundling the agarbattis
with free matchboxes to increase customer delight.
- Mobile App: The Mangaldeep Mobile App enhances the customers’ brand experience by catering to
various needs apart from its core promise.
- Offline Activities: Through the various offline activities, Mangaldeep ensures that they stay relevant
with the customers
- Social Media: The social media platforms provide engaging and educational content about various
templates, deities and customs
1
Source: https://bit.ly/3SHJuVA
Creating a Brand Experience
Brand Equity
Dipstick Survey of 30 Respondents
Sources of Brand Equity for Mangaldeep
Awareness:
- Brand Recall
- Brand Recognition
Perception:
- Functional
- Emotional
Resonance:
- Propensity to
Repurchase - Brand
Loyalty
Awareness: Recall
Inference: Mangaldeep ranked No 1 in
the top-of-the-mind recall test, followed
by Cycle.
In a market that is highly fragmented
with several local players, Mangaldeep
and Cycle command high brand equity
on the brand recall aspect.
Awareness: Recognition
Inference: While Mangaldeep scored high on brand recall, more than 50% of respondents were unable to recognize the brand
from the logo or their main visual element. This might be due to the fact that most players in the market use warm color palettes
and elements of devotion in their visual identity. The category itself is associated with worship so brand elements can easily get
mixed up in the minds of the customers.
Perception: Functional
Inference: Mangaldeep scored high on the
Functional Perception aspects of the product.
A majority of respondents felt that the product
quality, authenticity of fragrance and the lingering
of fragrance were good.
This indicates that Mangaldeep has successfully
communicated it’s brand promise of “natural” and
“long-lasting fragrance”.
Perception: Emotional
Inference: Mangaldeep scored high at the Emotional Perception level as well.
A majority of respondents identifies with the core essence of the brand, which is that it creates an atmosphere of devotion
through its fragrances and more than 65% had a positive perception of the brand.
Resonance
Evaluation +
Recommendations
Evaluation
All factors indicate that the current brand strategy of Mangaldeep is on the right track.
-Their brand equity score is high.
-The brand is a STAR in ITC’s brand portfolio as per the BCG Matrix.
-The brand has created a strong association with puja rituals in the minds of the customers
-The brand is staying relevant by the various offline and online communication strategies
However, competition from Cycle is still very high and buyers are as loyal to Cycle as they are to
Mangaldeep. Zed Black, Moksh and Hem are also increasing their spends and signing on brand
ambassadors to raise brand awareness and make a mark at a pan India level.
Mangaldeep will have to maintain its product innovation and marketing efforts to stay relevant and
maintain its market share.
Recommendation 1
Tangible Gains:
- A more robust portfolio.
- Additional revenue stream.
- Opportunity to sell bundled SKUs.
Intangible Gains:
- True to the brands’ core essence.
- Helps strengthen the association of Mangaldeep
and devotion in the customers minds.
Brand extension: Mangaldeep can consider extending
into related categories such a fragrant oils for Puja and
scented camphor.
Recommendation 2
A strong digital strategy: Mangaldeep’s competition is actively advertising on digital
platforms. Mangaldeep should consider strengthening more on digital platforms like search
ads, YouTube, display ads etc.
Mangaldeep could consider a strategy
that is a mix of volume, competition,
branded keywords and intent based
keywords to raise brand awareness.
Keyword
Avg. monthly
Currency
searches
Competition Low Range High Range
agarbatti
dhoop
shrimad ramayan
cycle agarbatti
nirjala ekadashi vrat
katha
agarbatti mangaldeep
holi puja
holi dahan puja samagri
INR
INR
INR
INR
INR
INR
INR
INR
50000
50000
50000
50000
50000
5000
500
500
Medium
High
Low
High
Low
High
Low
Low
1.1
0
4.7
2
1.0
8
4.4
8
1.10 29.97
22.61
42.56
3.80
560.32
Recommendation 2
Mobile App Strategy: Mangaldeep is the only brand in this
category with its own mobile application. The brand
should consider upgrading the UI/UX and then promoting
the app download via social media channels.
Tangible Gains.
- Ad revenue opportunities on the app
- Opportunity to raise brand awareness amongst non-users
via the app.
Intangible Gains.
- Major differentiator from competition
- Furthers the association of Mangaldeep and devotion in
the customers minds.
Thank You!
Kinjal Taletiya | kinjaltale@gmail.com

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Capstone Presentation Mangaldeep Kinjal Taletiya.pdf

  • 1. Brand Plan | Mangaldeep A Capstone Presentation by Kinjal Taletiya SP Jain Institute of Management and Research Brand Strategy Programme - Sept’23 - March’24
  • 3. COMPANY: ITC Limited Products: FMCG, Hotels, Paperboards & Speciality Paper. Packaging & Printing. Agri Business, IT, Tobacco. Competitive Advantages: Trusted Brand, Public Limited Company, High Brand Awareness, Strong Supply & Distribution Network in Existence, Diverse Portfolio Goals: To enhance the wealth generating capability of the enterprise in a globalising environment, delivering superior and sustainable stakeholder value1 Brand: Mangaldeep was established in 2003; India’s No 1 Dhoop Brand and No 2 Agarbatti Brand2 1 2 Source: https://www.itcportal.com/about-itc/values/index.aspx Source: https://www.itcportal.com/businesses/fmcg/agarbattis-and-dhoop.aspx
  • 4. COLLABORATORS Service Providers: Perfumers, Advertising Agencies, Digital Agencies. Partners & Investors: Shareholders. Suppliers: ITC Matches, ITC’s Packaging Division, Suppliers of Raw Material, Small scale and cottage units, ORMAS (Orissa Rural Development & Marketing Society)1 Distributors: ITC’s FMCG, Tobacco and e-Choupal distribution 2 channels. 1 Source: https://bit.ly/42Kg9Pi 2 Source: https://bit.ly/3Imh5jv | https://bit.ly/3UE7TOJ © Neethi Nair
  • 5. CUSTOMERS Target Audiences: Ritual worshippers across the country. Customer Motivations & Behaviors: To have the right environment for their daily prayers which will help them feel more connected with God. Communication Channels: Social Media, Offline Channels. Customer Perceptions: They view the lighting of agarbatti as an inseparable part of their puja rituals
  • 6. COMPETITORS Established Competitors: Cycle Pure, Moksh Agarbatti, Hari Darshan. Emerging Competitors: Zed Black. Competitors Strengths & Weaknesses: Some have their legacy, Some are positioned as premium brands. Weakness - Standalone companies with no backing of ITC. Competitor Strategies and Tactics: Use of brand ambassadors, Home Fragrances on Offer, International Shipping.
  • 7. Technological: Agarbatti industry in India is a labour intensive cottage industry. 4 Political: Current govt Economical: S&P Global Ratings predicts predicted to come back so that India will become the world's political stability to continue fort hird-largest economy by 2030; GDP 4 more years.1growth of 7% in the fiscal year 2026-272 Legal: In 2019, the DGF restricted free import of Agarbattis.5 The Indian Forest Act, 1927, was amended to specify that bamboo was technically grass and not tree.6 Environmental: Increasing air pollution is causing manufacturers to look at low-smoke variants. Social: The Hindu population is predicted to rise to 1.3 billion Hindus at the forefront by 2050.3 CONTEXT Source: 1https://bit.ly/3vOFEm7 2 :https://bit.ly/47QJ5pD 3 https://bit.ly/47WdEtP 4 https://bit.ly/3vUm3Ry 5 https://bit.ly/3Say8cJ 6 https://bit.ly/42ba4e
  • 8. Customer Purchase Behavior Dipstick Survey of 58 Respondents
  • 9. Usage Behaviour Of the 58 respondents, 25 respondents said that they use agarbattis on a daily basis, mostly of this usage is at their home as a part of the puja ritual. This indicates a high usage rate for the category.
  • 10. Personal Preferences 36 out of 51 respondents said they prefer floral and sandal fragrances, indicating a preference for classic fragrances.
  • 11. Shopping Behaviour 39 out of 51 respondents pick up their agarbattis physically at a supermarket or local store indicating that almost all purchase happens offline.
  • 12. Brands In The Category Mangaldeep and Cycle emerged as the two major brands in the category with a wide lead. The remaining were a mix of local and national players.
  • 13. Influencing Factors Fragrance was the most important factor that influenced purchase followed by price and brand name. This indicates that users of this category are particular about quality and cost.
  • 15. Chosen Segmentation Variables Attitudes Religion Purchase Behavior Benefits Sought - Religious: Follows a single religion - Spiritual: May or may not follow a single religion but believes in a higher power - Agnostic: Unsure of the presence of a higher power or god(s) - Atheist: Denies the existence of a higher power or god(s) Hindu Muslim Sikh Christian Other Price Conscious Value Conscious - Create an atmosphere of devotion - Create an atmosphere of peace - To spread fragrance in the house Demographic Variables Psychographic Variables Behavioral Variables
  • 16. Segments for Mangaldeep Agarbattis Name Segment Description Typical Profile Spiritual Seekers Rituali Worshippers Fragrance Connoisseurs “I want my house to smell great through the day” “Agarbattis are an essential part of my puja ritual” “I want an agarbatti to aid in my spiritual practise” They pray once or twice a day by lighting a lamp and agarbattis. They seek aromatherapy products to aid them with meditation and spirituality. Usage not limited to agarbattis. They seek high-quality products to keep their house smelling fragrant. Usage not limited to agarbattis. Any religion, Spiritual/Agnostic, Create an atmosphere of calm, Value Conscious. Hindu, Religious, Create an atmosphere of devotion, Price Conscious. Any religion, Spiritual, Create an atmosphere of calm, Value Conscious.
  • 17. Target Segment Ritual Worshippers: 1.Regular users of the category. 2.Agarbattis cannot be replaced in their rituals. 3.They prefer classic fragrances for their prayer rituals. 4.Additional products like dhoop and camphor can be upsold. 5.Have strong family values so future generations will also grow up to be users. 6.Large demographic and geographic presence
  • 18. Demographics Background Media Consumption Lifestyle And Values Goals / Challenges What Can Mangaldeep Do? Age: 37 Gender: Female Family: Married, 2 kids Occupation: Accountant SEC Classification: B2 Location: Chennai Mythili V Vernacular TV Channels like Sun TV Facebook Communities WhatsApp Groups YouTube for recipes and house hacks Balancing her work and family, Mythili finds solace and connection through her daily prayers. She appreciates products that align with her spiritual beliefs and contribute to a serene and sacred atmosphere at home Practices daily prayers and religious rituals. Values products that bring a sense of tranquility and devotion to her home. Appreciates traditional and culturally significant items. Uses incense twice a day during her puja Shops at her local store and buys 2 - 3 packets a month in bulk Offer fragrances that resonate with religious practices. Offer affordable SKUs to fit her monthly budget Make the brand available in her local store Help her instill a sense of faith and rituals in her family Seeks products that contribute to a tranquil and sacred environment for her family. Aims to balance her professional life, motherhood, and spiritual practices seamlessly. ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Agarbatti Usage/Shopping Behavior
  • 20. Category PoP + PoD Customer Brand Competition Mangaldeep’s PoD: Competitor’s PoD: Category PoP: PoP for Mangaldeep + Competition: Core Competence In Puja Fragrances Fragrances For Multiple Needs Manufacturing Process Agarbattis & Dhoop/Sambrani
  • 22. Brand Laddering Value Attributes Emotional Benefits Functional Benefits Long lasting aroma Serenity through the day Deeper connect with God Fragrant agarbattis and cones
  • 23. Positioning Strategy: Emotional Benefit Positioning: Mangaldeep emphasizes the spiritual and emotional benefits of using their agarbattis, such as enhancing prayer experiences and reinforcing tradition and ritual. This is about the value the product adds to the consumer's life beyond its physical attributes.
  • 24. For regular worshippers, Mangaldeep is a brand of premium quality incense that creates an atmosphere of deep devotion, because our products deliver authentic fragrances based on Indian culture and rituals. Positioning Statement:
  • 26. BCG Growth Share Matrix Relative Market Share - On the BCG Matrix, Mangaldeep is currently in the STAR quadrant. - Mangaldeep is India's no. 1 Dhoop brand and the second largest Agarbatti brand with annualized consumer spend of over Rs 800 Crores1 so the relative market share is very high. - The Incense and Dhoop market is projected to exhibit a CAGR of 8.17% during 2024-2032.2 Market Growth High Low Low High 1 Source:https://bit.ly/3UmwDeh 2 Source:https://bit.ly/3SvaVSC
  • 28. ITC’s FMCG Brand Architecture Strategy For the FMCG Category, ITC Limited follows an endorsed brand strategy. This is evident in how the company markets a diverse range of products under different brand names, each carrying the ITC endorsement to leverage the parent brand name and build trust. Brands such as Mangaldeep, Aashirvaad, and Sunfeast benefit from the overarching reputation of ITC while catering to specific market segments with their unique value propositions. This strategy allows ITC to maintain distinct identities for its various FMCG brands so they can compete with HUL and P&G, while ensuring targeted communication and marketing efforts tailored to the specific needs and preferences of different consumer segments.
  • 29. Mangaldeep: An Endorsed Brand This endorsed brand strategy is similarly applied to Mangaldeep. Mangaldeep benefits from the parent company's strong reputation, leveraging ITC's trust and market presence to establish itself as a significant player in the agarbatti and dhoop market. By associating with ITC's legacy, Mangaldeep not only gains credibility but also accesses ITC's extensive distribution and marketing networks, ensuring its products reach a wide audience. This approach allows Mangaldeep to focus on innovation and quality within its niche, while still drawing on the strength and reliability of the ITC brand umbrella, effectively combining the distinct identity and specialized offerings of Mangaldeep with the overarching assurance of quality and trust provided by ITC.
  • 31. Brand Identity Prism Physique Reflection Relationship Personality Self Image Culture - A companion in the daily puja rituals - Enabler of a strong connection to the divine - 12 inch agarbattis with a natural yellow stem - The iconic lamp - The Mangaldeep Lady - Spiritually inclined individuals who value tradition - They seek peace and sanctity in their daily lives - Spiritual - Respects traditions - Tranquil - Deeply rooted in Indian culture - Celebrates the rich heritage of the country - Devout individuals who are proud of their faith - Upholders of tradition
  • 32. Core Essence Mangaldeep’s core essence is “classic puja fragrances” This essence highlights Mangaldeep's specialization in creating fragrances that are specifically designed for puja rituals. It underlines the brand's focus on developing products that cater to the needs of consumers looking to create a sacred atmosphere during their worship. The core essence is conveyed in all their customer facing collateral and communication, be it their packaging, the advertisements or the content on their social media.
  • 33. Brand Design Elements Visual Cues Audio + Verbal Cues - Spirituality: Phrases such as “undisturbed conversations with god”, “divine fragrances”, “upasana” and “prathna ki mehak” - Fragrance: The brand uses “khusboo”, “mehak” and “sugandh” to create a strong association with its fragrances - Tranquility: Cues such as “mann ki shanti” are used - Culture & Tradition: Mangaldeep uses Indian instruments, music and mantras in their communication to deepen the association with India
  • 35. The 6Ms of Communication for Mangaldeep Media: Mangaldeep has an active presence on digital platforms such as Instagram and Facebook to reach their target audience. Market: Mangaldeep creates communication pieces in various languages to address regular worshippers across the country. Money: Mangaldeep’s advertising spends appear to be focused on offline brand promotion and digital marketing and not on mass media. Mission: Their mission is to create strong associations in the minds of the customers between Mangaldeep viz a viz puja and tradition Measurement: A good measure of spends would be the measure an increase in brand awareness after the recent Khushboo Path campaign. Message: Their messaging is a mix of educational content, CSR initiatives, and information about new products and offers
  • 36. The communication objectives of the brand are as follows: Awareness Level: To increase visibility and build brand awareness about the brand to the target audience via offline and online activities. Interest Level: To make the target audience familiar with the variety of fragrances they offer. Desire Level: To create desire amongst the target audience to reach their spiritual goals by using products from Mangaldeep, a brand that is deeply connected with Indian culture and rituals. Action Level: To entice target audience to buy Mangaldeep agarbatti and dhoop at a competitive price by communicating offers and bundles. Communication Objectives
  • 37. Communication Touchpoints Role in the purchase funnel: - To raise awareness and generate interest. Offline Touchpoints: - On-ground activations with temples and devotees - Distribution of free samples - TVCs; but infrequently Online Touchpoints: - ITC Portal for buying agarbattis - Presence on online stores such as Amazon, Flipkart, Blinkit, Zepto, Instamart etc. - Mangaldeep App Role in the purchase funnel: - To create a strong desire and facilitate action. - To also be on the top when searched category-wise Social Media Touchpoints: - Strong presence on Instagram, Facebook and YouTube. - Collaboration with influencers - Communication of offers Role in the purchase funnel: - All stages of the funnel. Different communication pieces are aimed at different stages of the purchase funnel.
  • 38. Mangaldeep has its own Mobile Application that does the following: - Users can listen to devotional songs on the app - They can consult a panchang and find auspicious times - They can locate temples next them - Chant mantras with the chant counter - Read more about temples and discover their stories - Book a pujari Integrating Technology
  • 39. Mangaldeep’s 4Ps Product. Mangaldeep uses high quality, natural ingredients to ensure consistent products. They also have fragrance connoisseurs to help them select the right notes. Place Mangaldeep leverages ITC's robust distribution network to ensure its products are widely available across India, both in urban and rural areas. They are present on online platforms, as well. Promotion Promotional activities include online, offline and digital campaigns and sponsorship of religious events. Price Mangaldeep is priced competitively to reach customers across SECs.
  • 40. - Quality of products: Mangaldeep delivers a consistent brand experience by ensuring standardization in their product quality and fragrances so the customers have a seamless experience from pack-to-pack - Ensuring Availability: They also leverage ITC’s vast distribution network and robust sales channels to ensure delivery to urban and rural areas.1 - Packaging: The brand provides effective and premium packaging, sometimes bundling the agarbattis with free matchboxes to increase customer delight. - Mobile App: The Mangaldeep Mobile App enhances the customers’ brand experience by catering to various needs apart from its core promise. - Offline Activities: Through the various offline activities, Mangaldeep ensures that they stay relevant with the customers - Social Media: The social media platforms provide engaging and educational content about various templates, deities and customs 1 Source: https://bit.ly/3SHJuVA Creating a Brand Experience
  • 41. Brand Equity Dipstick Survey of 30 Respondents
  • 42. Sources of Brand Equity for Mangaldeep Awareness: - Brand Recall - Brand Recognition Perception: - Functional - Emotional Resonance: - Propensity to Repurchase - Brand Loyalty
  • 43. Awareness: Recall Inference: Mangaldeep ranked No 1 in the top-of-the-mind recall test, followed by Cycle. In a market that is highly fragmented with several local players, Mangaldeep and Cycle command high brand equity on the brand recall aspect.
  • 44. Awareness: Recognition Inference: While Mangaldeep scored high on brand recall, more than 50% of respondents were unable to recognize the brand from the logo or their main visual element. This might be due to the fact that most players in the market use warm color palettes and elements of devotion in their visual identity. The category itself is associated with worship so brand elements can easily get mixed up in the minds of the customers.
  • 45. Perception: Functional Inference: Mangaldeep scored high on the Functional Perception aspects of the product. A majority of respondents felt that the product quality, authenticity of fragrance and the lingering of fragrance were good. This indicates that Mangaldeep has successfully communicated it’s brand promise of “natural” and “long-lasting fragrance”.
  • 46. Perception: Emotional Inference: Mangaldeep scored high at the Emotional Perception level as well. A majority of respondents identifies with the core essence of the brand, which is that it creates an atmosphere of devotion through its fragrances and more than 65% had a positive perception of the brand.
  • 49. Evaluation All factors indicate that the current brand strategy of Mangaldeep is on the right track. -Their brand equity score is high. -The brand is a STAR in ITC’s brand portfolio as per the BCG Matrix. -The brand has created a strong association with puja rituals in the minds of the customers -The brand is staying relevant by the various offline and online communication strategies However, competition from Cycle is still very high and buyers are as loyal to Cycle as they are to Mangaldeep. Zed Black, Moksh and Hem are also increasing their spends and signing on brand ambassadors to raise brand awareness and make a mark at a pan India level. Mangaldeep will have to maintain its product innovation and marketing efforts to stay relevant and maintain its market share.
  • 50. Recommendation 1 Tangible Gains: - A more robust portfolio. - Additional revenue stream. - Opportunity to sell bundled SKUs. Intangible Gains: - True to the brands’ core essence. - Helps strengthen the association of Mangaldeep and devotion in the customers minds. Brand extension: Mangaldeep can consider extending into related categories such a fragrant oils for Puja and scented camphor.
  • 51. Recommendation 2 A strong digital strategy: Mangaldeep’s competition is actively advertising on digital platforms. Mangaldeep should consider strengthening more on digital platforms like search ads, YouTube, display ads etc. Mangaldeep could consider a strategy that is a mix of volume, competition, branded keywords and intent based keywords to raise brand awareness. Keyword Avg. monthly Currency searches Competition Low Range High Range agarbatti dhoop shrimad ramayan cycle agarbatti nirjala ekadashi vrat katha agarbatti mangaldeep holi puja holi dahan puja samagri INR INR INR INR INR INR INR INR 50000 50000 50000 50000 50000 5000 500 500 Medium High Low High Low High Low Low 1.1 0 4.7 2 1.0 8 4.4 8 1.10 29.97 22.61 42.56 3.80 560.32
  • 52. Recommendation 2 Mobile App Strategy: Mangaldeep is the only brand in this category with its own mobile application. The brand should consider upgrading the UI/UX and then promoting the app download via social media channels. Tangible Gains. - Ad revenue opportunities on the app - Opportunity to raise brand awareness amongst non-users via the app. Intangible Gains. - Major differentiator from competition - Furthers the association of Mangaldeep and devotion in the customers minds.
  • 53. Thank You! Kinjal Taletiya | kinjaltale@gmail.com