analysis of perfume indusry
TRANSCRIPT
Analysis of Perfume Indusry
The history of perfume began in antiquity.
The word perfume is used today to describe scented mixtures and is derived from the Latin word, "per fumus", meaning through smoke.
Perfume and perfumery also existed in India, much of its fragrances were incense based. The earliest distillation of Atar was mentioned in the Hindu Ayurvedic text Charaka Samhita
Due to increasing cost of Indian Sandalwood and high cost of production of ittars has had an ill effect on existence of this industry. Competition comes in the form of chemical based perfume products, which are cheaper compared to natural ittars.
Growth Over several years
Indian perfume industry blossoms
• The perfume industry in India has come of age. From a cottage industry it has become a full-fledged industry in the last two decades. The industry is growing at 125 per cent annually.
• The perfume industry, basically, was just a cottage industry some two decades ago. But now, due to the huge demand among the people, it has blossomed into a full-fledged industry.
• Recently, ’Alcome Perfumes and Cosmetics’, declared a plan to set up a Rs 100 crore green field perfume plant in and around Noida special economic zone.
• The domestic perfume market is estimated to be worth Rs 300 crores and is growing at around 125 per cent annually.
• The forecast is that it may grow at a rate of 200 per cent in the coming years, with fast changing consumer behaviour and habits.
Customer Expectations and requirements
• Innovation
• Quality assurance
• As good as foreign perfumes
• Economical but classy -Mass population.
• Luxury segment- niche market
Introduction
S A I
Specifications..
• SKO- 25ml, 50ml, 125ml, 250ml.
Variants :
• Sai Vibes
• Sai Elegent
• Sai Classic
Strategy Adopted to create Awareness
Medium used:
Telivision
Hoardings in Malls
Internet- Facebook
Ist. Month
• Use television.
2nd Month
• Use Malls- Hoardings and posters
• Use At the end of 2nd month
Analysis
• Strength:
Durability
Certificate of assurance of its quality
Portability
• Opportunities
Growth Sector
• Threat
Entry barrier
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