Analysis of Perfume Indusry

The history of perfume began in antiquity.

The word perfume is used today to describe scented mixtures and is derived from the Latin word, "per fumus", meaning through smoke.

Perfume and perfumery also existed in India, much of its fragrances were incense based. The earliest distillation of Atar was mentioned in the Hindu Ayurvedic text Charaka Samhita

Due to increasing cost of Indian Sandalwood and high cost of production of ittars has had an ill effect on existence of this industry. Competition comes in the form of chemical based perfume products, which are cheaper compared to natural ittars.

Growth Over several years

Indian perfume industry blossoms

• The perfume industry in India has come of age. From a cottage industry it has become a full-fledged industry in the last two decades. The industry is growing at 125 per cent annually.

• The perfume industry, basically, was just a cottage industry some two decades ago. But now, due to the huge demand among the people, it has blossomed into a full-fledged industry.

• Recently, ’Alcome Perfumes and Cosmetics’, declared a plan to set up a Rs 100 crore green field perfume plant in and around Noida special economic zone.

•   The domestic perfume market is estimated to be worth Rs 300 crores and is growing at around 125 per cent annually.

• The forecast is that it may grow at a rate of 200 per cent in the coming years, with fast changing consumer behaviour and habits.

Customer Expectations and requirements

• Innovation

• Quality assurance

• As good as foreign perfumes

• Economical but classy -Mass population.

• Luxury segment- niche market

Introduction

S A I

Specifications..

• SKO- 25ml, 50ml, 125ml, 250ml.

Variants :

• Sai Vibes

• Sai Elegent

• Sai Classic

Strategy Adopted to create Awareness

Medium used:

Telivision

Hoardings in Malls

Internet- Facebook

Ist. Month

• Use television.

2nd Month

• Use Malls- Hoardings and posters

• Use At the end of 2nd month

Analysis

• Strength:

Durability

Certificate of assurance of its quality

Portability

• Opportunities

Growth Sector

• Threat

Entry barrier

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