MM2 TERM PROJECT

Date: December 12,

2012

PRODUCT CATEGORY - AIR

FRESHENER

Presented By:
Lakshman Singh
Nishant Tiwari
Priyankar
Chakraborty
Sreetama Dutta
Praxis Business School

AGENDA
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

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OVERVIEW
3

Air care market growing at an average of 20% year on

year

The air freshener has 3% penetration in air freshener

market

INDIAN MARKET
Air care market size isSIZE
Rs 300-crore in India
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_industryand-economy
http://www.business-standard.com/india/news/fresh-%5Caer%5C-in-air-care-market/483708/

Praxis Business School

Number of urban households by SEC spending every month on air fresheners (in 000s)
4274
3003

537

1269
663
610

924

2007

1178

1300

1403

869

2008
SEC A

1373

2010
SEC B

SEC C

Source: IMRB wallet monitor studies of 2007, 2008 and 2010 (The Marketing Whitebook 2012-2013)

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.

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Average monthly household spends on air fresheners by Zone (in Rs)

50
44
41

46
37

32
28
25

2007
East

27

27

2008

2010

West

South

North

Source: IMRB wallet monitor studies of 2007, 2008 and 2010 (The Marketing Whitebook 2012-2013)

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

otherSchool
Zones.
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Business

PRODUCT CATEGORY
6

Main Brands and Company Manufactured them with Shares 2010

Odonil - Dabur India Ltd

18%

Ambi Pur - P&G Home Products Ltd

2%

42%

9%

Premium - Helene Curtis India Ltd, JK

Air Wick - Reckitt Benckiser (India) Ltd
Lovin - Midas Care Pharmaceutical Pvt
Ltd
Others

14%
15%

Source: http://pitchonnet.com/blog/2012/05/21/air-fragrance-market-breathes-a-fresh-lease-of-life/

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MARKET SEGMENTS
7

AIR FRESHNER
MARKET
SEGMENTS

TYPES
Aerosols/Sprays
Electric Air
Fresheners
Gels and
Candles
Car Air
Fresheners
Fridge
Fresheners
Bathroom
Fresheners
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PRICE
High-End
Segment
Mid-End
Segment

BENEFITS

Odour
Removal
Active
Fragrance

PACKAGI
NG
Hanger
Pack
Net Pack
Dispensers
Canister

PROMINENT BRANDS IN EACH

SEGMENT
8

TYPES OF AIR
FRESHENERS
Aerosols
/Sprays

Glades
Aer
Air Wick
Renuzit

Electric Air
Fresheners

Air Wick
Renuzit

PRICE
SEGMENT
Premium
Mid
Segment Segment
Aer
Odonil
Air Wick Premium

Ambi Pur

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Gels and
Candles

Glade

Fridge
Car Air
Freshener
Fresheners
s

Ambi Pur
Aer

Premium Odonil

PACKAGING
SEGMENT
Hanger
Pack

Odonil

Dispenser
s&
Canister
Odonil Odonil
Air
Aer
Wick
Net
Pack

Bathroom
Fresheners

BENEFITS
SEGMENT
Odour
Active
Removal Fragrance

Odonil Ambi Pur

Aer

AIR FRESHENER IN INSTITUTIONAL

MARKETS
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.

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PRICING - SEGMENT
10

High-End
Segment

Mid-End
Segment

B2B Segment

Most prominent air freshener brands have similar pricing, Hence, we

have segregated in the high-end segment and mid-end segment, in
termsBusiness
of pricing.
Praxis
School

STUDY OF THE BRAND

11

Company: Godrej Consumer Products Limited

Tagline/ Slogan:The Way It Smells, and The

Way It Spells
PRODUCT
-Premium
- Availablein
3 variants
- Easy to use
(per
packaging)
PROMOTIO

-Perfumed
print ad
-Carried out
BTL
promotions
and
activations

PLACE
-Launched in
metros

PRICE
- Premium
Category

Positioning: A delightful experience, aer aims to

bring alive consumer experiences to enhance their
Praxis
Business
School
personal
space
at home

PACKAGI
NG

STUDY OF THE BRAND

12

Company: Reckitt & Benckiser (India) Limited

Tagline/ Slogan:Its Good To Be Home

PRODUCT
-Available in
various
flavors and
varieties
PROMOTIO
N
-Excellent
brand
promotion
by
advertising
media and
prints

PLACE
-Targeted
urban and
semi-urban
households

PRICE
-Standard
price
segment

Positioning: To transform your home to a great

environment making it happy and joyous

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PACKAGI
NG

STUDY OF THE BRAND

13

Company: Procter & Gamble Home Products Limited

Tagline/ Slogan:A Touch Of Freshness To Your Home,

and Car
PRODUCT
-Known for
quality
- Available in
various
varieties
PROMOTIO
N
-High
advertiseme
nt compare
to other
brands

PLACE
- Excellent
distribution
network

PRICE
- Premium
Category

Positioning: Eliminates tough odours and freshens

the air as if washed

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PACKAGI
NG

STUDY OF THE BRAND

14

Company: Dabur India Limited

Tagline/ Slogan:
PRODUCT
- Availablein
a variety of
exciting
fragrances

PLACE
- Targeted
urban and
semi-urban
households

PROMOTIO
N
- TV
advertising

PRICE
- Average
price

Positioning: Complete air freshening brand for

every space in your home

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PACKAGI
NG

STUDY OF THE BRAND

15

Company: JK Helene Curtis India Limited

Tagline/ Slogan:Home, Fresh Home

PRODUCT
- Quality
fragrance
- Easy to use

PLACE
- Lack
availability

PROMOTIO
N
- Hardly
does any
promotion

PRICE
-Average
price

Positioning: Feel fresh and bring home freshness

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PACKAGI
NG

STUDY OF THE BRAND

16

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.

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PACKAGI
NG

SWOT ANALYSIS DABUR INDIA

LIMITED
17

TRENGTHS

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

PPORTUNITIES

Tap rural markets and

increase penetration in
urban areas
Increasing purchasing power
of people thereby increasing
demand
Mergers and acquisitions to
strengthen the brand

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W
T

EAKNESSES

Dabur products has stiff

competition from big
domestic players and
international brands

HREATS

Intense and increasing

competition amongst other
FMCG companies
FDI in retail thereby allowing
international brands
Competition from unbranded
and local products

SWOT ANALYSIS - ODONIL

18

TRENGTHS

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

PPORTUNITIES

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

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W
T

EAKNESSES

Lack of knowledge about the

home fragrances segment,
mainly agarbattis, which are
considered the original home
fragrances
Availability of cheaper
substitutes

HREATS

Aggressive competition from

multinational giants
Unexpected spike in input
costs
New entrants

BRAND EXTENSION-PROPOSAL
19

COMPAN
Y

Dabur India Limited

BRAND

Odonil

PROPOSA
L

Car Air Freshener Segment

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MARKETING MIX
20

PRODUCT

PRICE

PROMOTI
ON
PLACE
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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

SURVEY
21

100.0%

90.5%
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.
Odonil
AirWick

52.4%

4.8%
Aer

Glade

Gel; 33%

Q If Odonil comes in following formats, which one will you

go for?
Car Air Freshener
Gel
Incense Sticks
67%
Praxis
Business
School
people
would like to go for Car Air Freshener

Car; 67%

22

REASONS FOR CHOOSING

ODONIL BREEZE CAR AIR
FRESHENER

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 brandby 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

Praxis Business School

BIBLIOGRAPHY
23

http://pitchonnet.com/blog/2012/05/21/air-fragrance-market-breathe
s-a-fresh-lease-of-life/
http://pitchonnet.com/blog/2012/07/10/godrej-re-enters-the-air-ca
re-market-with-aer/
http://www.dabur.com/Products-Home%20Care-Odonil

http://pitchonnet.com/blog/2012/05/21/air-fragrance-market-breathe
s-a-fresh-lease-of-life/

http://www.premiumhomefresh.com/Premiumlavender.aspx

http://marketingpractice.blogspot.in/2008/03/airwick-its-good-tobe-home.html

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24

THANK YOU

Praxis Business School