FRAGMATIC SMELL ONLY GOOD 1

FRAGMATIC
SMELL ONLY GOOD
PHASE-3

GROUP 5
M18-138 PRATIK S BANG
M18-161 ROMI ADARSH
M18-165 SABA KHAN
M18-218 UDIT AGARWAL
M18-229 VISHAL SOMANI
M18-234 YASH BHARADWAJ
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EXECUTIVE SUMMARY
India, a South Asian nation, is the seventh-largest country
by area, the second-most populous country with over
1.33 billion people, and the most populous democracy in
the world. India boasts of an immensely rich cultural
heritage including numerous languages, traditions and
people. The country holds a huge population, mostly
comprising the youth, is a strong driver for demand and
an ample source of manpower. The FMCG sector in India
generated revenues worth USD 49 billion in 2016.

Indian consumer segment is broadly segregated into

urban and rural markets, and is attracting marketers
from across the world. The sector comprises of a huge
middle class, relatively large affluent class and a small
economically disadvantaged class, with spending
anticipated to more than double by 2025.

In this increasingly polluted world, air purifying products

have become essential in order to keep the air we
FRAGMATIC WILL COME IN 6 VARIANTS :
breathe safe and clean. Air quality is a very influential
factor on the health and well-being of humans. Household 1. Citrus Blast
items such as rugs, couches, and floors can contain toxic 2. Misty Morning
air. Over time, breathing these pathogens in can affect 3. Musk Smoke
long term health. The best solution to this is to have a 4. Flora Amaze
high-quality air purifier to reduce this risk. 5. Breezy Blue
6. Oak Island
PRODUCT DESCRIPTION
USP OF THE PRODUCT
Here we are with our product, FRAGMATIC. It uses plant 1. Anti-Microbial
materials and aromatic plant oils, and other aroma 2. An array of 6 Aromatic Experiences
compounds for improving psychological and physical 3. Stress Therapy
well-being. With the general features of a room
freshener in its place, FRAGMATIC promises that the
inhaled aroma from these essential oils, will stimulate
brain function and as a result, alleviate stress and
promote healthy environment. With its anti-microbial
properties, it makes air for us soothing and cleaner at the
same time.

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VALUES, BENIFTITS
AND ATTRIBUTES

Air fresheners are ubiquitous within indoor built

environments, such as workplaces, schools, housing,
transportation, hotels, hospitals, care facilities, and a
range of private and public buildings. Air fresheners are
designed to impart an aroma to the air environment or to
mask odors, with the intent of creating a pleasing indoor
space. But with Fragmatic its doesnt just end there, with
the increasing level of pollution and pathogen the quality
of air we breathe has been degraded. Fragmatic with its
Anti-microbial properties makes the air pleasant and
pathogen free simultaneously. We at Fragmatic take
pride that through our new technology of this product we
add value to one of the five basic needs to survive and
thrive.

Below mentioned are Benefits, Values and

Attributes of FRAGMATIC
FRAGMATIC Room freshener offers a wide range of
benefits and values to the customers with its unparalleled
attributes and design. The pyramid below illustrates the
same:
Personnel value: FRAGMATIC uses plant materials and
aromatic plant oils, which helps improving psychological
and physical wellbeing.
Services value: FRAGMATIC will be available in every
retail chain outlet and most of the general stores, which
will make it easily approachable for the customers.

BENEFITS AND VALUES Product value: FRAGMATIC will enhance a healthy

environment and will be safe for infants as-well. The
Active Fragrance
product will provide value for customers money.
Makes air for us soothing and cleaner at the
same time
Promotes healthy environment
Alleviates stress Functional Economic Psychology
Kills airborne pathogens
Convenience Convenience Value for Creating mood
Value for money money
Aromatherapy Aromatherapy Easily Signaling
available cleanliness
Signaling cleanliness Mask the inherent Alleviating
Mask the inherent smell of some ingredients smell of some stress
Easily available ingredients

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CUSTOMER VALUES:

STARTING WITH FEATURES AND MOVING UP

THE LADDER

Alleviates stress and

promotes healthy
VALUE
environment

Kills airborne pathogens

BENEFIT C

Removes odour instantly

BENEFIT B

Makes air soothing and

cleaner
BENEFIT A

Contains scents derived

from oil
FEATURES

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STARTING FROM VALUES AND MOVING

DOWN THE LADDER

Convinient to use,
VALUE
replace and maintain

Can be put anywhere BENEFIT A

Reduces physical efforts BENEFIT B

Freshness maintained
throughout the day BENEFIT C

Automatically operated FEATURES

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COMPETITIOR AND COMPLEMENTOR ANALYSIS

MARKET SHARE AS PER 2015

Others
3%
AER - Godrej India Ltd
21% ODONIL - Dabur India
Ltd
36%

AIR WICK - RB India Ltd

10%

PREMIUM - Helene AMBI PUR - P&G Home

Curtis India Ltd Products Ltd
12% 18%

Competitor Analysis Direct Indirect Complementors

Toilet Air Freshner Cakes

Actual Odonil Cycle Agarbattis
Airwick Moksh Agarbattis Floor Disinfectants
Ambi Pur Mangaldeep Agarbattis
Good Home Hosley Scented Candles Hand Sanitizers
Rosemoore Potpourri
Kriti Creations Diffuser

Air Purifying Machines

Potential Rime Kalpana Agarbattis
Geol Nandi Agarbattis Air Purifier Masks
Air Show Tata F Agarbattis
Angelites Scented Candles
Orchard Potpourri
Bellegirl Diffuser

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The three main competitors in Room freshener industry are INDIRECT AND POTENTIAL COMPETITORS:

1. Odonil Kalpana, Nandi, TataF incense sticks, Angelites Scented

candles, Orchard potpourri, Belle girl diffuser are the top
2. Ambi Pur indirect and potential competitors to Incense. They might
affect the demand for room fresheners in case the
3. Aer
customers choose to opt for agarbattis instead of room
DIRECT AND ACTUAL COMPETITORS: fresheners due to economic reasons. They pose a
potential threat which is not very substantial as of now.
Odonil, Ambi Pur and Aer are the top room freshener
brands which are the direct and potential competitors to
Incense as they constitute significant market share in the
room freshener segment.
COMPLEMENTER IDENTIFICATION
DIRECT AND POTENTIAL COMPETITORS:
Todays consumer has become very vigilant on health
Rime, Geol and Air Show room fresheners are the top
benefits for a product, starting from organic food to
three direct and potential competitors to Incense as they
organic clothing, an array of customers are ready to pay
are yet to gain a substantial foothold in the market in
a little extra for the added health and environmental
terms of their shares. These competitors, however, have a
benefits associated to a product. To make our customers
great probability of becoming actual competitors in the
browsing easy when he/she visits a shop we have
near future.
devised a list which will complement our products sale on
INDIRECT AND ACTUAL COMPETITORS: floor. As the customer looking to buy an Anti-Microbial
room freshener will be highly health conscious below
Cycle, Moksh and Magaldeep agarbattis, Hosley scented products are best suited to complements Fragmatic.
candles, Kriti creations diffusers and Rose Moore
potpourri (natural fragrances) are the top indirect and 1. Air Purifiers Masks
actual competitors to Incense. Agarbattis being 2. Toilet Air Freshener Cakes
significantly cheaper alternatives to room fresheners is 3. Floor Disinfectants
generally preferred by customers who cannot afford 4. Hand Sanitizer
room fresheners. In such a case, the agarbattis market 5. Air Purifying Machines
could affect the demand for room fresheners and bring
down their market shares. So is the case with scented
candles.

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Competitor Assessment Analysis:

Relevance: Do we have the capability/resource?
Superiority: Is our capability/resource superior to our competitor?
Sustainability: Would it be difficult for competitors to catch up with us?

Godrej Aer
Customer Importance Well
Efficient Good
Required Rank Funded Advertising
Manufacturing Distribution
Benefits/values R&D
1 *YYY
ODOUR
2 YN
LASTINGNESS
3 *YYY
ANTI-MICROBIAL
4 YYN
CONVINENCE
5 YN
PRICE
6 *YYN
FRAGRANCE TYPE
7 YN
AVAILABILITY
8 YN
PACKAGING

Ambi Pur
Customer Importance Well
Efficient Good
Required Rank Funded Advertising
Manufacturing Distribution
Benefits/values R&D

ODOUR 1 *YYY

LASTINGNESS 2 YYN

ANTI-MICROBIAL 3 *YYY

CONVINENCE 4 YN

PRICE 5 YYN

FRAGRANCE TYPE 6 *YYY

AVAILABILITY 7 YYN

PACKAGING 8 YYN

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Conclusion and Learnings

First phase of the project gave us insights about how

different level of FMCG shops from big retailers to local
kiranas differ in product offerings, price points, POPs
and consumer behaviors at these outlets. The on-field
study was an interactive learning to observe various
promotions methods and analyze the shopping patterns/
display pattern of products at these FMCG outlets from a
marketers perspective.

The second and third phase of the project gave us an

induction to the methodology behind knowing the pre-
requisites of launching a new product category. It made
us aware of important tool books and how to use them.
These phases were more creative and helped us to learn
a specific market category linked to our product.