imc report
TRANSCRIPT
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1. INDUSTRY PROFILE
1.1 HISTORY OF PERFUME
Perfume is thousands of years old - the word "perfume" comes from the Latin
per fume "through smoke". One of the oldest uses of perfumes comes form
the burning of incense and aromatic herbs used in religious services, often the
aromatic gums, frankincense and myrrh, gathered from trees. The Egyptians
were the first to incorporate perfume into their culture followed by the ancient
Chinese, Hindus, Israelites, Carthaginians, Arabs, Greeks, and Romans. The
earliest use of perfume bottles is Egyptian and dates to around 1000 BC. The
Egyptians invented glass and perfume bottles were one of the first common
uses for glass. The history of perfume is as old as the human being exists, as
speaking about paradise; you imagine a luxuriant garden, full of scenting
flowers. But nobody knows exactly when the perfume culture originated. In
first instance perfumes were being used to conciliate the gods, fragrances
used to have only a divine value. As in the Stone Age the people discovered
the fire, and with this the scent of burning wood, they dedicated this to the
gods. which means smoke. Even nowadays the burning of scenting material
plays an important role in religions, such as in Catholic services. And in Bali
the devotees of the Agama Hinu bali religion (which has been derived from
the Hinduism and Buddhism) make a sacrifice to the gods three times a day.
The History of Egypt
History: The Egyptians were the first who used perfume for personal
enjoyment, but the production of perfume was reserved for the priests. Only
they were allowed to work with the perfumery. Therefore a special lab had
been arranged in temples. Much later, also queens and emperors were
allowed to make use of the perfumes. The Egyptians used to mummify and
embalm their dead bodies with myrrhe and cassia (a kind of cinnamon). Only
the highly placed persons received scented water in their graves for the
hereafter. This was discovered in 1992 by the archaeologists. When they
opened the grave of Tutankhamen, he was embalmed and mummified, and
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they found several oil jugs in his grave. 40 years BC, under the supervision of
Cleopatra, the use of perfumes in Egypt reached a climax. When she
threatened to loose her power, she called for the assistance of the Roman
emperor Julius Caesar. She tempted him with her beauty and large amounts
of perfume. After her death, an end came to an era in which beauty and a
luxury life were highly appreciated.
The History of Greece
The perfume arrived in Greece via the Phoenicians. This was the nation that
after the Egyptians dominated the trade in the Mediterranean. The female
perfumers of the Old Greek improved the Egyptian techniques. The Greek
used an extraordinary amount of perfume, and for each part of the body a
different fragrance. About 640 years BC the politician and poet Solon judged
that this use was overdone. He restricted the sale of perfume by decree.
However, he didnt succeed, as perfume remained the best sold product. The
violin was the favourite flower of the Greek and was elected as the symbol of
the city of Athens. History
The History of The Arabs
The rise of the Christianity made an end to the use of perfume in the Middle
East. Not only in daily life, but in the religious life as well, perfumed was seen
as useless. However, the Arabs did preserve it. The followers of Mohammed
mostly loved musk, but also roses and amber. They used to blend the
substance even with the cement of which mosques were built. One of the
largest discoveries originates from the 10th century, when the still was
invented, as a consequence of which the distil techniques improved. Through
the Spaniards and the crusaders the perfume arrived in Europe again.
Catharina de Medici initiated the perfume industry when she left Italy in the
16th century and married the French crown prince. Suddenly everyone
wanted gloves of perfumed leather. The best glove perfumers came from
Grasse in France. Grasse developed in such a way that this became a
leading perfume city, and still is important today.
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The History off modern Perfumeindusty
History: In the 19th century the perfume industry experiences fundamental
changes. The evolution of the senses would, as a consequence of the
development of the modern chemistry, determine the perfume landscape, and
remain to do so till today. The French revolution had in no way changed the
desire for perfume. Even a scent was named Parfum a la Guillotine. During
the Directoire (1795 1799) people dared to show preference for luxury
articles, and also for perfume. During the empire of Napoleon the use of
perfume was finally encouraged again. Napoleon and his court were the
heaviest users of the perfume. Josephine, whose Creole youth left her a
passion for penetrating scents, got the nickname muskfool. Her toilet room in
Malmaison was so penetrated with the scent of musk, civet, vanilla and
amber, that after 70 years this could still be smelt. She spent a fortune at her
beloved perfumers Lubin and Houbigant. The emperor didnt like perfume so
much. Sometimes he left the boudoir because he couldnt stand the smell, but
on the other hand, he did let himself rub by a servant with au de Cologne,
manufactured by Jean Marie Farina. The perfumer had even a special bottle
for the emperor, which he could wear in his boot. He used 60 bottles per
month, because, as he said, the smell of the water stimulated his brains, and
so did the perfume stimulate his physical relations, of which correspondence
witnesses. He wrote to Josephine: dont wash yourself, I will hurry and will be
back in 8 days.
Trends of perfumes Industry
The global fragrance market is worth approximately $8 billion to $10 billion.
The main end-market for fragrances is household products, followed by
personal care products.
The mature markets account for about 50 percent of the market, with Asia
showing increasing importance.
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1.2 MARKET TRENDS
Analysts have observed the following trends affecting the global fragrance
industry
Market growth rates have been averaging 2-3 percent over past decade
Top four companies account for over fifty percent of global market share,
whilst top ten account for seventy percent
There is an increased demand from customers for natural ingredients as
well as for performance and functionality of fragrances and fragrance
ingredients, such as increased stability, controlled release systems,
prolonged top notes, etc.
Emergence of Aromachology or use of fragrances for reduction of stress
and change in moods
Increased use of environmental fragrances in home care and home design
Shortening end product life cycles
Increasing oversight of quality standards and labeling
Source: JP Morgan and Jefferies International
Present Trends in India Perfume Industry.
Indian Perfume Brands Performance
Karol Chemicals has designed a deodorant named Roadies that is performing
fairly well. The Marketing Manager of the organization, Rajeev Kumar, says
that a 100 ml bottle of this product is worth approximately INR 200, which
leads to a profit ranging between 25 and 30 percent. The market is seeing a
lot of competition with demand getting higher on a regular basis. Saurabh
Gupta who owns the Vanessa Incorporation, which makes the synonymous
deodorant for ladies, says that there is space for newer companies as some
older companies have exited the market. However, with the increasing
competition, the makers are bringing their retail prices down.
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At present, according to Gupta, the retailers are earning a profit ranging from
15 to 35 percent. There are certain companies that are still making traditional
perfumes called attar.
Rajesh Sharma who owns the Chander Kaala Perfumer Company, which is
based in Naraina and was set up during the 1960s, says it is manufacturing
jasmine, rose, and other attar fragrances in spite of high competition. Their
products are worth between INR 20 to INR 150. Its raw materials come from
Kannauj and the finished products are sent to Russia, South Africa, and some
countries in the Middle East.
On the other end of the spectrum, Rajeev Kumar says that his company is
experiencing no competition from the international brands as they are mostly
aiming at middle income people and not the higher income ones. Their
products are available across 15 states in the country. Majority of their
customers, according to Kumar, are from their target group.
One of the major problem areas for the perfume companies is false products.
Kumar feels that the government should establish recycling units for the cans
made from aluminum and used for packaging. This way the empty bottles can
be used again for making deodorant bottles.
Perfume Industry Information
According to the Fragrance Foundation, the United States accounts for the
largest market share of worldwide fragrance sales. Although the United States
can be considered the fragrance capitol of the world on this basis, the
fragrance industry is a global enterprise with millions of international
consumers. The stated responsibilities of the fragrance industry as a whole
are to safeguard the health of consumers who buy fragrance products, as well
as to protect the environment from any harmful chemical effects.
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1.3 MAJOR PLAYERS AND THEIR PRODUCTS DETAILS
Top Perfume Brands in India
Ramsons perfume
RPPL is based in India and established in the year1983. We are a leading global manufacturer and marketer of Perfumes. Ramsons perfumes Pvt. Ltd. has a 29-years history of developing distinctive Perfumes, Our manufacturing facilities are designed to meet the most exacting demands of current world markets. The price range of INR 300-5000 only.
York perfume
A unique concept of 100% Perfume store, PERFUME STATION is the Indian subsidiary of York Transnational Ltd, an international perfume distribution entity. Our revered collections include more than 100 SKUs and have special section for men, women & children. With an average price range of INR 250-1500 only, we aim to provide optimum value for money to our customers.
Jovan musk
jovan Musk For men is a luxurious, gentle, musky fragrance. This masculine scent contains a blend of spices, lavender and citrus. Jovan musk possesses a blend of lightly floral lavender over-best musk rich spices combined with a fresh citrus scent. This spray is recomended for evening wear. Segment between 500 2500 rs. Perfume for young generation
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Fusion perfumery
Fusion Perfumery is a modern bespoke perfumery focused on custom one of a kind perfume design. We specialize in helping you create a unique fragrance that captures the essence of you. People from all walks of life seek out bespoke fragrances, because it expresses individuality in a way that can't be expressed by commercial brand fragrances. Addiction of people , thisperfume range between 250- 2000 INR.
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2. SEGMENTATION, TARGETING & POSITIONING STRATEGY
2.1 IDENTIFICATION OF NEEDS
There are many perfumes in market for middle class people but only rare
perfumes give the benefit of long lasting effect of fragrance. A middle class
segment is mostly finding that which perfume offers them more in less price
we match their need. They want long lasting good smell. Our perfumes
specially design for middle class people who want long lasting good
fragrance.
2.2 SEGMENTATION
The segment of the population Chronic is currently focusing on consists of
men belonging to the age range of 18 plus onwards. The company has
launched a long lasting fragrance to create the needs for the middle class
people.
2.3 TARGETING
Currently Chronic is focusing on the middle class people who see the product
as symbol of quality. Therefore its fragrance is not something that can be
used by everyone but only for man. For instance we launch a perfume
addressing the target population of male.
2.4 POSITIONING
At present chronic perfumes is create a positioning with the image of having
long lasting fragrance. Company is providing different perfumes for middle
class man.
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3. INTRODUCTION OF PRODUCT OR BRAND
3.1 Product Idea
The product idea is to produce a perfume which has natural fragrance and
long lasting effect.
3.2 Concept development and testing
Who will use our product?
Adults, college students, middle class persons
What primary benefit it provides?
Natural fragrance, long lasting effect
When will people consume?
Morning after taking shower, on occasion
Concept
A perfume spray with long lasting natural fragrance for middle class man
A perfume spray gives long lasting fragrance to the people for three days.
Testing
Concept is tested by taking 30 College students and 30 business office
employee as a sample. Then prototype of this product is actually given to the
target audience.
3.3 Product Attributes and Benefits
Product attributes reside in the product, while benefits reside in the customer.
Product attributes tend to be concrete, but they can also be abstract. Think,
for example, of a fast microprocessor. A computer can have a microprocessor
with a fast clock speed (a concrete attribute) and provide the benefit of being
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able to get your job done faster. There is a more abstract way of thinking of
this attribute by using the term "performance."
The Ingredients used in the perfume are the main attribute to attract the target
audience. Followings are ingredients and benefits a product have.
Propylene Glycol gives the benefit of sweet test, Anhydrous Ethanol and Mint
Flavour gives Coolness, Glycerol gives dryness and other unique ingredients
gives long time effect.
Chronic offers main benefit of three day fragrance effect.
3.4 Development of brand
A various stages will be followed for development of brand. These stages are
1. Making Brand Recognizable: For building trust on the brand, it is our
afford to buyers recognize the brand by creating as much awareness
as possible. Awareness will be created by TV ads giving the clear idea
about the offering of the brand. The main focus will be on passing the
message of long lasting effect of perfume.
2. Making Brand Memorable: The next logical step will be making the
brand top of Mind, so that buyers may consider it as part of their
evoked set of purchase options. Our goal is being top in the category of
perfume.
3. Making Brand Viewed with Favor: our afford will be gathering
positive attitude towards the brand. A brand viewed as meeting the
needs of potential buyers and be respected by influencers can create
strong brand loyalty.
4. Making Brand Distinctive: Providing unique benefit of long lasting
effect to the target audience make the brand distinctive and differ from
other brands.
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5. Making Brand Preferred: Deep awareness and a clear and distinct
value proposition should translate into preference among prospective
buyers. This will help at the time of buying the product.
6. Satisfying Target Market: Assuring our promise and strictly sticking
with promise will satisfy the target audience. We provide highly
qualitative product.
3.5 Differentiation of your brand with other brand
Our brand differs from other brands in terms of distinctive and unique formula
for perfume having long lasting effect. The packaging of the product is
attractive and suitable to target audience.
Our brand will provide the lasting effect after spraying on body. It will remain
in effect up to 3 Days and it is the only product in the market segment which
gives benefit of 3 days lasting freshness in real that other are not given.
3.6 USP of Brand
Known as a personal branding or a value-added statement, the USP is a
succinct, one-sentence description of who you are: your biggest strength and
the major benefit that a company will derive from this strength. The term USP,
which first became popular in the world of marketing, has traditionally been
used by companies to market their products in the face of stiff competition. It
refers to that one thing that makes their product different from others. To put it
simply, it is the reason why consumers will buy their product instead of
the competitor's.
The USP of brand is distinctive and unique formula a brand posses for long
lasting effect and favorable fragrance.
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3.7 Packaging
Attractive packaging for man is taken. Information that is useful to consumers
and companies such as Name, Price, Date, Manufacturing Address and bar
code, is printed on packaging.
Packaging packaging of the product is very much important to attract
the target audience. Chronic perfume contains a well shape glass bottle
of 100ml. the box made from a Metal steel.
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3.8 Price Decision
Price for mans perfume 100ml Rs. 499* is taken, for middle class people this
price is affordable which offers them fragrance which remains for three days,
this price also give them value for money which they spend on perfume.
3.9 Place Decision
Place refers to the mode of distribution through which a product is made
available to the target market. In case of the perfumes of Chronic, it will use
its retail outlets as a basic place where the consumers can go and purchase
it. The perfumes will also available on large stores and leading super markets
that are already displaying the other range of perfumes for the company.
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4. MARKETING COMMUNICATION STRATEGIES
4.1 objectives
One of the areas of consideration for the recommended marketing strategy is
to keep the goals SMART. This will help Chronic in evaluating the success of
the communicating plan and its application. Achievement of the objectives
indicates that we have considered the internal and external factors while
setting targets that were not only feasible but also measureable. For the
overall marketing of perfumes the company will focus on the following goals:
To create 90% awareness of product in the target market.
To make Chronic the favoured brand by professional people by 2015.
To promote the use of Chronic fragrance in people belonging to age group of
18 to 45 years till 2015.
TV ad
Script (Chronic Perfume):
Scene: 1: A man getting prepared for his job and using chronic perfume.
Scene 2: A man getting/ sitting in his car.
Scene 3: A car is running on the road and suddenly required to sudden stop
and the car stopped.
Scene 4: A man (Madhav) gets out from the car and seeking or finding some
person. After few seconds a farmer (Ajay) passes from that road and madhav
asked that farmer.
Conversation:
Madhav: are chacha suniye aage kya hua hai?
Ajay: aage puliya(Bridge) tuti hui hai sahab, aage rasta bandh hai, lagta hai
shayad do din baad thik ho payega.
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Madhav: To kya koi dusra rasta nahi hai kya?
Ajay: Nahi saahab ek hi rasta hai/
Madhav: To kya yaha aaspas koi rehne ki jagah hai?
Ajay: nahi sahib Asi koi jagah to naahi hai, chaliye hum aapko hamare gaun le
chalet hai, aap waha reh sakte hai.
Madhav: worrying and thinking.
Ajay: Are saahab soch kya rahe hai, chaliye hamare saath acchi khatirdari
karenge aapki.
After spending 2 days in village, go to presentation room.
Scene 5: On presentation presenting the PPT after coming from the village,
still he is looking fresh and ____________
After presentation is over Madhav asked to everyone understood and
everyone said Yes, After sometime madhav asked to members, any question,
at that time everyone remains silent for a while and suddenly one person
asked if you dont mind which perfume sir Madhav reply Chronic
Television
Objectives -
Television presently is the key driving strength of media industry in India. As
at present, television is accessible by roughly hundred million households in
India. Out of these, roughly half are satellite and cable. India is the third
biggest television market, in the whole world coming after china and USA. So,
by targeting this media we can reach to 70- 80 % public using television
medium. By this media we can easily convey our message to the target
audience. It will create stronger positioning in the mind of consumer as well as
goodwill of the product.
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4.2 Media scheduling
4 TV channels
Channels Time frequency
SA TV 8pm 9pm 3times
Star Sports 9:30pm 10:30pm 2times
India News 7pm -10pm 5times
Hind TV Full day 20times
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4.3 TV Ad Story Boad
A professional man getting ready for his job and with using chronic perfume.
He is getting in his car for the job and for the presentation in a far located city.
He passes from the rough roads within small villages.
Suddenly he has to stop the car due to the stop sign board on the road.
After a while a farmer passes from there and he asked farmer that what happened, a farmer replied the bridge has been broke down and it will be repaired within atleast 2 days.
He asked farmer is there any other route or road to the city, farmer replied no it was only way to city. He again asked is there any place or facility available to stay and rest, farmer replied yes sir village is near come with me i will take you to my house you can stay there, he was worried and thinking , farmer said dont worry sir come with me we will treat you well!!
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After spending 2 days he direct comes to present the presentation in the city. Though he spend 2 days in village and direct started his work he is looking very fresh and smelling very gentle and professional
After the completion of presentation he asked their meeting colleages do they understand properly, and everyone said yes, he again asked any question, everyone remains silent for a while, after that one person asked which perfume sir, if you dont mind?
He is seen spraying Chronic perfume on his clothes. And saying Let know the world. Chronic, the symbol of long lasting
Showing the extreme attractive look of chronic perfume with tagline The symbol of long lasting
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4.4 Objectives
Radio many people listen to radio stations in their cars and at a work. With
radio you can also target your listeners, reaching specific audience. A radio
station is part of states or a regional which can generates a good revenue.
4.5 Media Scheduling
Channel time frequency
92.7 10am to 6pm 10times
98.3 10am to 6pm 8times
4.6The Radio script
Ajay, Vijay , Suresh , Ramesh sab koi kehta hai .. teen din chalta hai
chronicchronic chronic
Lets the world know chronic perfume, the symbol of long lasting .
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4.7 Objectives-
Local news paper advertising is often very effective. Advertising rates are also
affordable and residence and visitors in localize area can be reached.Rural
and urban regions are reading the newspapers and the magazines nowadays.
So, the information will be provided to target audience through this media.
4.8 Media scheduling
Print Media Days frequency
Gujarat samachar 2weeks 7times
Divyabhaskar 2weeks 7times
Sardar sandesh 6months 3times
Business world 6months 3times
4.9 Print ads.
Magazine 1
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Magazine 2
News paper (Gujarat Samachar)
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Hoardings
4.10 Objectives-
Internet - Internet provides a vast opportunity to marketers selling their
products. With broadband increasingly becoming popular, this sector is
projected to grow by leaps and jumps.
4.11 Website Ads
Face book Ad
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Yahoo Home page Ad
Outlook home page Ad
Media Scheduling
Websites time Frequency
Facebook Page 6months
Yahoo mail Month 1month
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4.12 Packaging;
Attractive packaging for man is taken. Information that is useful to consumers
and companies such as Name, Price, Date, Manufacturing Address and bar
code, is printed on packaging.
Packaging packaging of the product is very much important to attract the
target audience. Chronic perfume contains a well shape glass bottle of 100ml.
the box made from Metal steel.
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5. CONCLUSION
Summary of media segments and their share
From our TV ads 25% awareness created, we get well response through
household as well as professional audience from television ad. We easily
convey our message of long lasting to target audience.
From print media 30-35% awareness created , we get well response through
local areas and visitors from various print media. From print media target
audience get fully information of our product.
From radio 20% awareness created, we get well response through travelling
people, in local buses and other workers.
From internet 15% awareness created, anybody can get brief description of
our product , and from various social media people can touch with us.
Packaging is the last way to convince the customer through our unique
product packaging customer easily purchases our product.
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BIBLIOGRAPHY
Website:-
http://www.ehow.com/about_5316083_perfume-industry-
information.html#ixzz2l07x0bNk
http://www.merinews.com/article/indian-perfume-industry-
blossoms/134241.shtml#sthash.9bIU0hzx.dpuf