PRODUCT AND BRAND MANAGEMENT

Final Presentation

Submitted by:
Group 1
UM19078 Aditya Mishra
UM19081 Aiswarya Mohanty
UM19085 Akash Kumar
UM19090 Bipasha Pradhan
UM19093 Deeksha Mohapatra
UM19097 Glen Coutinho
 Introduction & Insights Brand Marketing Brand Brand Brand Communication
Trends & Positioning Mix Identity Strategy Architecture Plan
Segmentation

ANT GROUP Introduction Existing Products

• ANT Group is an UP based company that has launched OM • Agarbattis in Flowers and Sandal combo
Agarbattis • Lobal fragrant Dhoop and Sambrani
• OM Agarbatti is being sold in local markets and aspired to
compete with bigger players like Cycle brand and Mangaldeep

Current Market Research Approach

• There are over 5,000 Incense sticks companies. Only 800 of • Market research approach: Survey form was floated to
which are registered. understand the incense sticks purchase behavior based on
• Total of 34,000 sticks are to be consumed every year as of 2023 • Age
• Market size is Rs 7000 Crore with a CAGR of 15% • Occupation
• Over 60% of the total addressable market for ANT could be the • Purchase frequency
Rural Population • Amount spent on Incense sticks monthly
• The industry is highly fragmented and unorganized. • Preferred scent
• The production is driven by women cottage industry in most • Other than Anonymous surveys of 25 respondents, 15
places individuals were telephonically interviewed.
• Major players in the Industry include companies like Cycle • The team took a Direct approach- Laddering technique in
brand and ITC- Mangaldeep conduction these depth interviews.
• Together they constitute of around 30% of the market share • Further to draw the perceptual map- Association technique
• Items that can be considered as a substitute especially in Rural was used to understand consumer’s perception regarding
area are Electric incense and diffusers various brands
• The combined insights from the above are incorporated in the
solution
Introduction & Insights Brand Brand Brand Brand Communication
& Marketing Mix
Trends Positioning Identity Strategy Architecture Plan
Segmentation

Price Place Promotion Product Packaging

In and around Uttar Following 3 Types (Quality According to
Regular (50) - Rs.10 Pradesh promotional wise) following criteria
Targeting Local strategies will be Super, Medium, Consumer Wealth
Large (100) - Rs.40 followed:
grocery shops & Regular Company & Brand
Jumbo (250) - Rs.90 households a) Banners In four perfumes Image
Hotels, temples, b) Bundling namely: Lily, Rose, Innovation
small shops outside c) Pamphlets Jasmine, Mogra, Opportunities
hotels & wholesale Without perfume
distributors d) Digital Marketing To avoid loss due to
breakage of
Agarbatti before &
after sales
 Introduction & Insights Brand Marketing Brand Brand Brand Communication
Trends & Positioning Mix Identity Strategy Architecture Plan
Segmentation
Distinctiveness
The Aroma Factory Short Term Strategy
Phool • The short term strategy for OM Agarbatti is recommended to
Simply Vedic increase the centrality of the product
Cycle
Iris • The price range of the product is reasonable to be expanded further
Patanjali
Zedd Black Mangaldeep in this category
• However, there is requirement to increase the volume of production
Centrality

Moksh • Expand the distribution across Uttar Pradesh and move to

neighboring regions like Bihar, Haryana, NCR etc.
OM Agarbatti • The northern Belt which contributes to one third of the total
Hari Darshan
demand in the country can be aimed for distribution
• Agarbatti can be availed in trending fragrances like Mogra, Champa,
Sandal etc.
• ANT group would have to pay attention towards the distribution of
the product and leverage local dealers for the same

Long Term Strategy

• ANT group is recommended to foray into premium range of incense sticks and other Aroma therapeutics products to
increase the distinctiveness of the brand
• Some of the products are: Diffuser, electric diffuser, Vapourizer, Smokeless Agarbatti, Potpurry, exotic range of
essential oils and Aromatic candles etc.
• ANT group can also leverage Government of India schemes such as MEIS( Merchandise exports from India Scheme)
& Market Development Assistance to market their products in other countries in Europe, Middle East and Africa
• Going ahead, Tatva can be manufactured in various other fragrances such as Oudh and Orientals which is at higher
demand in the Gulf regions.
• Further, Fruity and mild fragrance such as strawberry, vanilla, apple and even chocolate are trending in Europe
• The idea is to move from domestic Agarbatti industry to fragrance business
 Introduction & Insights Brand Marketing Brand Brand Brand Communication
Trends & Positioning Mix Identity Strategy Architecture Plan
Segmentation

Variants of Fragrances Pricing and Packaging

• ANT group can explore some of the trending fragrances in India in • OM Agarbatti is affordable at the price of Rs.20 for 20 sticks
addition to Flowers, Loban and Sandal • Around 80– 100 sticks can be bundled for Rs50-65
• Variants in flowers Jasmine, Rose, Lavender, Champa and Mogra are • There are two types of bundling strategy for the monthly package
the trending floral fragrances that ANT can explore • Various fragrances can be bundled to be sold as monthly
• Earthy scents such as Patchouli, musk, variants of Sandalwood package at Rs70-85
• OM Agarbatti can also be launched by the name of famous religious • 100 sticks of the same fragrance at Rs65
center in the area
• Kashi Vishwanath
• Sarnath
• Janmabhoomi
• Prayag
• Sangam
• Braj Bhoomi
• These list of variants are to be distributed across the religious
centers for the devotees and the Temples