What is marketing?
Marketing is a social process where in people interact with others, in order to persuade
them to act in a particular way, say to purchase a product or a service.
Marketing helps the consumers to obtain what they want and fulfill their needs. Marketing
facilitates exchange of products and services for money or something considered valuable
by the people while also focusing on the satisfaction of customers need.
Marketing Management -
Marketing management means management of the marketing function. In other words,
marketing management refers to planning, organising, directing and control of the activities
which facilitate exchange of goods and services between producers and consumers or
users of products and services. Thus the focus of marketing management is on achieving
desired exchange outcomes with the target markets.
Marketing management involves performance of various functions such as analysing and
planning the marketing activities, implementing marketing plans and setting control
mechanism.
Marketing Mix –
Marketing mix consists of various elements, broadly classified into four categories,
popularly known as four Ps of marketing, namely –
1. Product - Goods or services or ‘anything of value’ which is offered to the market for
sale.
2. Price - The amount of money customers have to pay to obtain the product.
3. Place or Physical Distribution - Activities that make firm’s products available to the
target customers.
4. Promotion - Activities that communicate availability , features, merits, etc., of the
products to the target customers and persuade them to buy it.
PRODUCT ---- PERFUME
Purpose of selection -
A perfect storm of advertising, globalisation and an increasing quest for uniqueness has
seen perfume become an essential part of our culture for both genders. A boom in male
grooming and an affinity for appreciating the finer things in life has made it more socially
acceptable than ever for men to be openly interested in a traditionally feminine Product.
Using the right Fragrance is now as crucial a social indicator as what we wear or where we
go. A scent tells a thousand words and makes a lasting impression on who we meet.
The production and manufacturing of perfume Is also not easy but it can make more profit.
It requires particular license or permission for producing the perfume.
COMPETITOR BRANDS –
1. FOGG
Fogg is a deodrant and perfume brand that was launched in 2011 by Darshan Patel,
the founder and managing director of Vini Cosmetics.
Features
• Long lasting fragrance
• Sweat protection
• Affordable
Fogg’s target audience is primarily young adults and teenagers who are looking for
affordable, long lasting fragrances. It holds almost 12-16% of market share, making
it the leading perfume brand in India.
2. DENVER
Denver is a popular Indian fragrance brand owned by Vanessa Care Private Limited.
The brand offers a wide range of perfumes, deodrants and personal care products .
Features
• Long lasting fragrance
• Variety of scents
• Skin friendly
Denver’s target audience is primarily young adults looking for unique varieties.
Denver has an approx. 4.4% market share.
3. WILD STONE
Wild stone is a popular personal care brand in India, it was launched in 2005 by
McNROE Consumer Products Pvt. Ltd., offering a wide range of products including
perfumes, soaps , shaving creams.
Features
• Strong travelling fragrance
• No harsh chemicals
• Variety of options
Wild stone’s target audience is primarily men in the age group of 15-45 years. The
brand positions itself as a masculine and adventurous brand. Wild Stone has an
almost 7% share in Indian Perfume market.
4. ENGAGE
Engage is a popular Indian Perfume brand owned by ITC Ltd., a multinational
conglomerate. The brand was launched in 2013 and has since become a well known
name in the Indian Fragrance Market.
Features
• High quality ingredients
• Attractive packaging
• Unique fragrance combinations
Engage’s target audience is primarily young adults and teenagers. It has
approximately 10-11% of market share in India.
5. NIVEA
Nivea is a well established German personal care brand that offers a wide range of
products, including skin care, hair care and fragrances.
Features
• Soft and gentle fragrances
• Skin friendly ingredients
• Affordable
Nivea’s target audience is primarily individuals who value soft, gentle fragrances
and skin friendly ingredients. Nivea has approximately 12% of India’s perfume
market share.
Own Brand ~
TruAroma
Brand Logo
Tagline – The Essence of
Divinity.
Features –
1.Luxurious Bottles:
Sleek, heavy glass bottles with a sophisticated
design.
2.High Quality Ingredients:
Use of rare and exotic essential oils and aroma
compounds.
3. Long-Lasting Scents:
Perfumes designed to last throughout the day.
4.Eco-Friendly Production:
Implement sustainable production practices that
minimize waste and reduce carbon footprint.
Ranges of the Perfume–
• Rose Oasis
Rose Oasis is a modern, feminine fragrance that’s
perfect for everyday wear. A beautiful balance of
fresh floral and sensual notes that will transport
one to a tranquil oasis. The scent is long lasting
but not overpowering, making it suitable for work,
leisure, or special occasions.
• Sunset Spritz
Sunset Spritz is a carefree and energetic
fragrance, perfect for summer and spring. A
beautiful blend of citrus, floral, and fruity notes
that will transport one to a Sunny Mediterranean
Coast. The scent is refreshing, uplifting, and long
lasting making it ideal for daytime wear.
• Midnight Mirage
Midnight Mirage is a sophisticated fragrance,
perfect for evening wear. A beautiful blend of
fresh, floral, and woody notes that will transport
one to a mystical desert oasis under the stars. The
scent is long-lasting and alluring, making it ideal
for special occasions.
• Woodland Walk
Woodland Walk is a calming and rejuvenating
fragrance, perfect for everyday wear. A beautiful
blend of fresh, floral, and woody notes that will
transport one to a serene forest glade. The scent is
long-lasting and subtle, making it ideal for work,
leisure, or outdoor activities.
License & Permits-
The Central Drug Standard Control Organisation
(CDSCO) is the primary regulatory authority for
cosmetic registration in India. The Drug and
Cosmetic Act 1940 and Rules 1945 regulate
cosmetic businesses in India.
To start a perfume brand in India, one needs the
following licenses and permits:
• COS-8 License
This license is mandatory for legally
manufacturing and selling cosmetics in India.
It’s issued by the State Drug Controller and
ensures that the products meet safety and
quality standards.
• FSSAI License
The perfume is manufactured using natural
ingredients, so a license from the Food Safety
and Standards Authority of India (FSSAI) is
required.
• Seller’s permit
This permit is issued by the state government
and allows the business to collect state sales
tax from customers.
Labelling
Labeling is the process of displaying information about
a product on its packaging or on the product itself
Following is the label for the brand TruAroma-
Packaging
Packaging refers to the process of designing a package
for the consumer product. Packaging helps in
differentiating the product from competitors and
makes it easy for customers to identify the product. In
addition to that, it also protects the product from
getting damaged.
The packaging used for TruAroma is as follows:
1. Primary Packaging:
The perfumes are packed in glass bottles.
TruAroma’s bottle colors are according to their
fragrances and a rectangular shape is signature
pack.
2. Secondary Packaging:
To keep the glass bottles protected, they are
packed inside shock absorbing fluffed plastic
and soft sponges. Then an attractive cardboard
is used as a final packaging material whose
colours are according to the glass bottles.
3. Transportation packaging:
TruAroma’s transportation packets comes in a
spongy cardboard packaging to ensure
protection of bottles while transportation.
Physical Distribution
The physical handling and movement of goods from
place of production to the place of distribution, is
referred to as Physical Distribution. Physical
Distribution covers all the course of actions required
to physically move goods from manufacturers to the
customers including activities like transportation,
warehousing, material handling and inventory control.
Once perfumes of TruAroma are manufactured and
packaged, they are made available to customers at
the right place, in right quantity and at the right time by
following a channel of distribution, which is as follows:
Producer – Wholesaler – Retailer – Consumer
Price Decision –
When a product is bought, some money is paid for it.
This money represent the sum of values that
consumers exchange for the benefit of having or using
the product and is referred to as the price of the
product.
Factors affecting Price Determination –
1. Product Cost
One of the most important factor affecting price
of a product or service is it’s cost of production,
distribution and selling the product. This cost
sets the floor price at which the product may be
sold.
2. The utility and demand
The utility provided by the product and the
intensity of demand of the buyer sets the upper
limit of price, which a buyer would be prepared
to pay.
3. Extent of competition in the market
Price is also heavily impacted by the degree of
competition in the market between similar
products.
4. Government and legal regulations
In order to protect the interest of public against
unfair practices in the field of price fixing,
government can intervene and regulate the
price of commodities.
5. Pricing objectives
Pricing objectives are another important factor
affecting the fixation of the price of a product.
6. Marketing methods used
Price fixation is affected by other elements of
marketing such as distribution system, quality
of salesman employed, quality and amount of
advertising etc.
The price of different fragrances of TruAroma are as
follows:
Promotion
Promotion refers to the use of communication with the
twin objective of informing potential customers about
a product and persuading them to buy it.
Following techniques are used for promotion of
TruAroma-
