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 didn’t 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 man’s 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 don’t 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

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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 …

chronic…chronic… chronic…

Let’s 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

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