OxyGarden to expand and grow the market

while the winds are exactly

supporting. Each of above-mentioned
names have a series of products that
compete with OxyGarden’s air purifier at
different levels. These products and the
factors will be studied in depth in the
following report.
The indoor air has been under a lot of focus
recently when scientific studies highlighted Identified Brand Names:
what adverse effects does the indoor air  Phillips
pollution has on human body. OxyGarden is  Xiomi
one of the upcoming names in the field of  Eureka Forbes
indoor air purification. And this document is  Blue Star
aimed at understanding the current market  Sharp
competition that OxyGarden will have to  Honeywell
face with its product line of air purifiers.
For proper classification, the products will
be classified as portable/non-portable,
Electric non lectric.
A recent article with economic times dated
15th December 2019 stated that the sale of
air purifiers in India are seeing a 60% hike
due to continuously degrading air quality,
especially in northern part of the country.
With the growing market size and the
upcoming technology that is constantly
changing the product it becomes a top most
priority for OxyGarden to understand the
market size, market competition how the
competitive names are trying to move and
how can such competitions be handled.
The Report will go deep into each of the
competitions and their factors that contribute
like their company background, product
range, product in focus and market strategy.

Leading air purifier makers witnessed up to

60 per cent jump in sales in the peak
season, mainly October and November, this
year, helped by growing pollution levels and
steep rise in air quality index (AQI) in Delhi-
NCR and northern region. Air Purifier
makers like Phillips, Blue air, Xiomi,
Panasonic, Eureka, forbes have seen
double digit growth in their sales which
makes the current scenario a real jackpot for

  Phillips

Koninklijke Philips N.V. (literally Royal Philips, stylized as PHILIPS) is a

Dutch multinational conglomerate corporation headquartered in Amsterdam, formerly one
of the largest electronics companies in the world, currently focused in the area of health
technology, with other divisions being successfully divested.
Phillips is innovation centered and means to improve wellbeing and empowering better
results over the continuum of wellbeing from anticipation to sound living, conclusion to
treatment and home consideration. Phillips has more than 110 creation offices spread
across 100 nations and has a solid R&D office and use cutting edge innovation with
profound buyer experiences to convey arrangements across home consideration and
shopper wellbeing.

Target:

The target market of Phillips is wide and it differs in age, culture, status, etc. With products
ranging from home appliances to beauty appliances, medical instruments. Phillips targets
consumers that are not conservative and are not skeptics.

It targets the consumers that are willing to try new innovative products that Phillips comes
up with. It mostly targets the younger generation who are more open to experimenting on
new products and aims to satisfy them with the brand promise that Phillips tries to fulfill.

Positioning:

With the branding and positioning strategy, namely “sense and simplicity” it aims to

provide innovative, simple and ready to use products. The company has a belief that
innovation is meaningful only if it satisfies people of their unmet desires and needs.

The products are advanced and are designed around the needs of consumers. The
company has positioned itself as a brand that aims to improve people’s lives through
innovations that are meaningful.  The R&D efforts are also aligned according to the needs
of the consumers. Phillips has a built a brand image that allows consumers to trust its
products.
Philips Marketing Strategy

Headquartered in Amsterdam, Phillips is a multinational company and is one of the world’s

largest electronics company and is currently focused in the area of lightning and
healthcare. Phillips was founded in the year 1891, by Gerard Phillips. Phillips currently
employees around 75,000 people spread across 100 countries.

Phillips is technology focused and company and aims to improve health and enabling
better outcomes across the continuum of health from prevention to healthy living,
diagnosis to treatment and home care. Phillips has over 110 production facilities spread
across 100 countries and has a strong R&D department and leverages advanced
technology with deep consumer insights to deliver solutions across home care and
consumer health.

Segmentation:

Phillips under demographic segmentation targets all the ages and people with higher and
middle income. Phillips has also focused on the rural market of India. The focus, however,
has been mainly on the urban areas of India.

Phillips provides products in the market in vast ranges and the product portfolio is

designed to attract the attention to vast ranges of clients. The product ranges are so
extensive that almost everyone can be a potential consumer of Phillips and mostly those
people looking for reliable products.

Distribution in the Marketing strategy of Phillips

Philips has developed an official website where the consumers can find and purchase the
desired product from anywhere in the world. Phillips has used the strategy of dispatching
good through direct sales over the internet.

It has also collaborated with e-commerce sites like Amazon and Flipkart to sell Phillips

products. According to research, the internet has been a major channel of distribution as
well as an information collection source for Philips.

Phillips has found that the retailers, departmental stores, distribution centers, and internet
are important tools to access the consumers. A new strategy has been applied by Phillips
to distribute the products by allocating small territories to the distributor ensuring a firmer
grip.
 Competitive Products:

Philips AC3259/20 
 Control remotely via Wifi/4G. Connects with Air matters App to track, monitor and
control your Air quality anywhere, anytime ; Voltage: 110 V ; Frequency: 50/60Hz ; Cord
length: 1.8m
 Vitashield Intelligent Purification removes 99.97% airborne pollutants as small as
0.003 micron such as PM2.5, pollen, dust mites, etc.
 Ideal for living room/master bedroom, recommended area: 333-505 sq ft.
 Purifies a standard room in just 8 minutes with a CADR of 393 m3/hour
(Standard room size is 18 ft by 12 ft with an 8 ft ceiling height)
 AeraSense detects, measures and controls purification with digital PM2.5 level
display
 Removes 99.90% bacteria and viruses, tested to remove H1N1 virus
 Removes 99.99% pollen and house dust mites
 Effective allergen removal with special AL auto mode

Philips AC0820/20 air Purifier

 Removes 99.95% airborne pollutants such as PM2.5, pollen, dust mites, etc
 One button effortless control
 Purifies a standard room within 16 minutes with a CADR of 190 m3/hour
(Standard room size is 18 ft by 12 ft with an 8 ft ceiling height)
 Ideal for small rooms, recommended area: 160 sq ft. 234 sq ft
 Intelligent Auto purification mode
 Color indication for real time air quality
 3 Modes - Auto, Sleep and Turbo
 Removes Nano sized particles as small as 0.003 micron, 800 times smaller than
PM2.5
 Warranty: 2 years international
 In case of any product queries / issues, please contact_us on: [1800-103-1235]

Philips 1000 Series NightSense AC1211/20 50-Watt Room Air Purifier

 Ultra-silent low sound 33 dB Night Sense mode (automatic light sensing) for
Cleaner Nights and Vita Shield IPS (Intelligent Purification System) Technology with Auto
Mode for Cleaner Room
 Covers room sizes of up to 677 sq.ft with CADR (Clean Air Delivery Rate) of 270
m3/hour ; Particle sensor: Yes ; Fan speed: 1,2,3,-Turbo ; Cord length: 1.8m ; Sound
Pressure: 33dB
 Warranty: 2 years on product; Power: 50 watts; Operating Voltage: 220-240 volts
 100% Ozone Free with no harmful chemicals or ozone released (natural filtration
technology)
 Extra-thick Nano Protect true HEPA Series 1 Filter Removes 99.97% allergens &
ultra-fine particles as small as 0.02 microns, 100 times smaller than PM 2.5
 Philips AC4012/10 36-Watt Tulip Air Purifier
 Air purifier type - room
 Purification method - high-efficiency particulate arrestant (hepa) filter type
 Clean air delivery rate (cadr): 160 m3/hr
 Cadr indicates the volume of purified air (in cubic mtrs) which an air purifier
produces every hour
 Warranty: 2 years on product
 3-Step fan speed lets you to adjust air flow to your liking
 1/4/8 Hours easy-to-set timer, sleep mode cleans silently with dimmed indicators
 3-Step light indicators clearly show air quality level

Other products from Phillips : car air purifier in various models and specification
 Xiomi

Xiaomi is a privately owned Chinese electronics design and manufacturing company.

Founded by Lei Jun in 2010, the company has its headquarters in Beijing and comes
about the fourth on the list of the top Smartphone makers in the world. Its consumer
electronics and computer hardware products are some the fastest moving in China. The
rate at which Xiaomi is growing is alarming to Samsung and Apple as the company has
almost managed to position itself as the top Smartphone spot in China.

The use of Facebook by Xiaomi to communicate to users on a regular basis, with the aim
of getting feedbacks, has played an important role in the development of new products that
would meet the consumer needs. Such use of social media positions Xiaomi as a unique
company as very few other companies in the world do such a thing. In other words, the
company is more consumers oriented.
Xiaomi is an active use of the social media among other marketing channels to not only
broadcast their messages and agenda but also to actively get and remain in touch with
their customers as well as potential customers. The company’s engineers also make good
use of the social media especially Facebook, to routinely communicate to users for
feedback. Such feedbacks are used in the development of new products.

The use of flash sales helps the company to sell to sell their smartphones and other
products in limited numbers and within very limited time periods. This is an important sales
strategy that enables the company to save money that would have been used in
advertisements as the strategy does create urgency and anticipation on consumers. Just a
limited number of products are produced and sold quite fast thus making others to wait for
the next batch. The wait is always with a lot of anticipation and urgency. Many people end
up talking especially on social media thus unknowingly promoting Xiaomi products

Xiaomi has a very big and formidable fan base that has successfully been able to show
their support for the Xiaomi products. These are fans that are always present whenever a
new product is being launched. The presence of such a fan base alone is enough
applause and noise to attract the attention of potential customers.
 Mi 2S Vertical Air Purifier 
 Product 1: OLED display; Laser particle sensor
 Product 1: Allergen and Odour free
 Product 1: 310m³ PM/hr CADR | Remote app control
 Product 1: 360 degree air intake with 3-layer filtration
 Product 2: 360 Degree 3 Layer filtration
 Product 2: True HEPA Filter with filtration efficiency of 99.97% for particle size up
to 0.3 microns
 Product 2: Primary filter to filter out large particles
 Product 2: Activated Carbon filter removes formaldehyde, odor, TVOC and more

Mi Air Purifier 2C
 True HEPA Filter with filtration efficiency of 99.97 percent for particle size up to
0.3 microns
 360 Degree Air Intake for efficient filtration
 Best in class CADR of 350 m3/h
 Effective Coverage Area of up to 452 Sqft
 Real time air quality indicator
 DIY (Do It Yourself) Filter change
 One button control for easy operation
 Auto mode
 Warranty: 1 year warranty from date of purchase on main device (excluding filter)
 Power: 29 watts

Xiaomi Mi Air Purifier PRO

 Accurate Laser Sensor, OLED Display, App Control
 Speed Air Cycle upto CADR 500 m3/h
 Expand Purification Area upto 60m2
 Visible Air Quality, Humidity, Temperature.
 Eureka Forbes

Aquaguard has a strong competitive advantage mainly because it was one of the first

movers in the Indian market for water purifiers. Aquaguard is a joint venture between 2
strong companies – Electrolux from SWEDEN and Shaporji Pallonji from India. As the
backing is strong, the brand took off to a very good start in the market.

In the initial few years, Aquaguard aggressively took charge of the complete market with
its door to door selling. Till date, the selling policies of Aquaguard are very aggressive,
with many incentives and awards given to seller who achieves good numbers.
The channel network of Aquaguard is set, though it needs a tweak.

The perception of Aquaguard as “”Paani ka Doctor”” or water doctor gives the maximum
competitive advantage to the firm. The firm is known to give excellent products, with trust
and years of experience behind them. This is an advantage very difficult to beat.

Aquaguard has a clear segmentation of people who want clean water. This is more of a
psychographic as well as demographic segmentation. Psychographic because Aquaguard
is changing the psychology of people by offering them clean water. Demographic
because, the marketing strategy is always targeting the decision makers – The
housewives, the purchase managers and the people who are capable of taking a decision
for the water purifier.

The targeting strategy is based on the quality of water. For towns where the water quality
is good, UV water purifier is targeted. And for towns where water quality is bad, there RO
or RO + UV water purifier is targeting.

Due to its long time presence in the market and excellent products, Aquaguard clearly has
top of the mind positioning in the mind of consumers. It is almost a generic brand, with most
people calling a purifier “”Aquaguard”” irrespective of the brand they are going to buy. With
the arrival of KENT, the positioning of Aquaguard has changed because both the brands are
fighting for top of the mind awareness.
Distribution strategy in the Marketing strategy of Aquaguard.

Distribution strategy of Aquaguard is to penetrate as deep and as far and wide as possible.
The more poor the water, the more chance for Aquaguard to sell its product. As of 2015,
Aquaguard had presence across 250000 stores and 1500 cities of India. The company
has huge exports as well.

Aquaguard uses the same channel distribution architecture which is used by other
consumer durable companies. There are 3 modes of sales – Retailer, sales and
service dealers, and E-commerce. Mind that we have included Modern retailers as retailers
 itself. With its presence across all channels, Aquaguard ensures that its products reach
the end consumers easily.

Customer analysis in the Marketing strategy of Aquaguard.

The typical customer of Aquaguard is one who is educated, and knows the importance of
water, and is also able to afford a water purifier for his home. With the low cost of gravity
water purifiers, it is even easier to penetrate the market.

Aquaguard has a major chunk of commercial as well as residential customers. Residential

customers use it for the purification of water that they drink at home. Aquaguard clearly
targets residential customers by showing its features of purification, and repeatedly
communicating that it is the PREFERRED water purifier of Doctors also. On the
commercial side, purifiers almost become a necessity as any problem in the water can
affect the whole complex and all customers and employees within that complex. As
Aquaguard is a trusted brand, most commercial buyers prefer Aquaguard over others.

In public places such as malls and others, again Aquaguard is preferred over others. This
is because Aquaguard is known as a quality brand, and these public places want to
showcase their own quality and hence associate themselves with a quality brand like
Aquaguard.

Eureka Forbes Aeroguard Breeze Air Purifier

 Aeroguard breeze air purifier
 5 Stage Active Shield
 Filtration System

Eureka Forbes Aeroguard AP 500

 Clean air delivery rate (cadr): 215m3/hr
 Hepa, removing upto 99.99 percent micro-particles such as pm 2.5 and 10 (fine
dust, pollen and mould spores)
 Includes: Air purifier, filters and user manual
 Filter replacement reminder: It comes with intelligent filter replacement reminder.
It automatically indicates that the filter life is over and it needs replacement
 Child lock: One touch child lock function locks all the functions. This effectively
prevents children from misuse
 Air quality indicator: Green/yellow/red
 Completely 'ozone free' air purifier. Does not emit any harmful gases as a by-
product of the filtration technology
 Warranty: 1 year warranty provided by the Eureka Forbes from date of purchase
 Power: 43 watts

Eureka Forbes Dr.Aeroguard SCPR 300 Air Purifier

 Compact design allows the SCPR 300 to be placed wherever you require without
any hassles.
 With an air quality indicator that monitors ambient air, the SCPR 300 ensures
you and your family is breathing pure and healthy air at all times.
 One touch control makes the air purifier efficient and aesthetically appealing as
well and also comes with 9-stage filtration ensures your indoor air is free of large particles,
microorganisms, VOCs, odour, pet dander, etc.
 Certified for the highest standards of air quality by gui-Lab Germany
 Vita-ions release silver ions, vitamins, diatoms and negative ions to make sure
the air you’re breathing is rejuvenating

Eureka Forbes Dr.Aeroguard Scpr 100 5 Watts Air Purifier

 This unique power saving air purifier with Vita-Ion Technology gives you the
combinational benefit of silver ions, diatoms and vitamins in the air you breathe
 HEPA filter air purifier prevents respiratory issues, asthma, skin problems,
common cold and all types of flu
 The deodorization carbon filter not just removes harmful gases but also ensures
that your living space is free from foul odour and fills with pleasant smell
 Three independent fans results in uniform release and customized air flow panel
lets you adjust the direction of purified air
 This GUI certified air purifier is enhanced with therapeutic filter benefitting the air
with vitamin c, thereby reducing stress and aiding relaxation.
 Other major competitive products.

Blue Star BS-AP490LAN 915 CMH 88-Watt Air Purifier

 SensAir Technology and Microbe sterilize; 1 to 24 Hour setting on the Digital
Timer for setting a time preferred by user to switch the device on our off
 PM2.5 Numeric Display
 True HEPA and Formaldehyde removal+Cold Catalyst filters
 7 Stage Purification
 Coverage Area- 800 Sq.Ft.
 Powerful CADR-915 CMH
 Silent mode and child lock
 Filter clean alarm
 Filter change indicator
 Odour sensor and Timer

Sharp FP-J60M-W Air Purifier

 Dual action - active Plasmacluster technology reduces germs & odours, HEPA
filtration captures allergens including pollen & dust
 Real-time digital indoor PM2.5 level display
 (New) Light sensor
 (New) Washable pre-filter that captures particles of size 240 microns & above

Honeywell Air Touch i5 Room Air Purifier

 Air Touch I5 indoor air purifier by Honeywell, a Fortune 100 company
 CADR (Clean Air Delivery Rate) of 250 cu m/hr, offers up to 30 sq. m coverage
area for a room with 2.74m height. Suitable for bedrooms and living room
 Three stage advanced filtration system that removes pollutants with more than
99% efficiency
 Washable pre-filter that removes larger dust particles, pet hair/dander, soil etc.
and improves the life of HEPA filter
 Combined filter with High-efficiency HEPA and activated carbon filter that
removes any microscopic pollutant and allergens above 0.3 microns including PM2.5 and
pollens
 It also removes removes formaldehyde, toxic gases, VOCs & odour
 Numeric Display with real time PM 2.5 level indicator
 3D Air Flow Design ensures optimised circulation
 Approximately 3000 hours of filter life, basis the ambient pollution can work for a
year if used for 8 hours daily
 Warranty: 12 months manufacturer warranty

Honeywell Air Touch i11 Room Air Purifier

 Air Touch I11 indoor air purifier by Honeywell, a Fortune 100 company. Includes:
Purifier, Filters, Quick start guide, warranty card
 CADR (Clean Air Delivery Rate) of 370 cu m/hr, offers up to 44 sq.m coverage
area for a room with 2.74m height. Suitable for bedrooms and living room
 Three stage advanced filtration system that removes pollutants with more than
99 percent efficiency
 Washable pre-filter that removes larger dust particles, pet hair/dander, soil etc.
and improves the life of HEPA and HiSiv filter
 Combined filter with high-efficiency HEPA and Honeywell patented HiSiV filter
that removes any microscopic pollutant and allergens above 0.03 microns including PM2.5
and pollens
 It also removes formaldehyde, toxic gases, VOCs and odour
 Numeric Display with real time PM 2.5 level indicator
 3D Air Flow Design ensures optimised circulation. Type of Sensors: Laser
 Approximately 3000 hours of filter life, basis the ambient pollution can work for a
year if used for 8 hours daily
 Power: 45 watts. Warranty: 12 months manufacturer warranty