Air Freshener

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

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

OVERVIEW
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
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
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)

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

MARKET SEGMENTS
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

PROMINENT BRANDS IN EACH SEGMENT
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

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.

PRICING - SEGMENT
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
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
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
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
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
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
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

SWOT ANALYSIS – DABUR INDIA LIMITED
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

SWOT ANALYSIS - ODONIL
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

BRAND EXTENSION-PROPOSAL
19
COMPANY Dabur India Limited
BRAND Odonil
PROPOSAL Car Air Freshener Segment

MARKETING MIX
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

SURVEY
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%

REASONS FOR CHOOSING “ODONIL
BREEZE” CAR 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

BIBLIOGRAPHY
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

THANK YOU
24

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