Marketing Plan for Divine Air

Fresheners

1. Executive Summary

The product introduced in this marketing plan is the DIVINE air fresheners. The Divine

product targets every household, hotels, malls, hospitals, school & colleges, Govt. Institutions

and buildings etc. Women are primarily targeted as they are more conscious about these

things. As we are new in the industry, we will keep our prices low as compared to our

competitors in order to penetrate the market.

Metro cities will be our main target. Urban and semi-urban cities will also be

targeted by us. As people of rural areas are not aware or conscious about air fresheners, they

are not our targets for now.

Creating awareness about the brand will be the topmost objective of the

company. We will use all tools like advertisements, Promotion, and public relations etc. As

we have to target upper middle class and upper class, Internet will be our priority for creating

awareness and promotion. Our site is up and running in the beta version. And will be

upgraded in a few weeks with a fully functional flash website. Our Banners would be up and

running whenever the key words “Feel Better”, search engines of Yahoo and Ask.com. Ads

would also be up on Linkedin.

Communities/Fan pages would be made on Orkut as well as Facebook respectively.

Facebook would be the center attraction as the most of the research and feedback would be

done.

We would use Facebook as a medium of consumer poll putting up ideas for the launch of a

new Limited Edition air fresheners.

Facebook would also be used to divert on to the blogs regarding the new development,

announcement which is to be made official on our website.

Facebook would also be used to share experiences, share ads via YouTube, register

grievances and feedback.

2. Situation Analysis

2.1 Market Needs

Who: The Divine market is made up of every household, hotels, malls, hospitals, school &

colleges, Govt. Institutions and buildings etc.

Where: Divine customers are located throughout the world with a heavy concentration in

urban and suburban areas.

Needs: Many homes and businesses use air fresheners to hide an odor or create a desired

smell as per as their liking.

How: Divine customers will be reached by advertising from radio, television, and Internet.

Magazines and product placement may also be a way to reach a market that can afford the

product.

2.2 THE MARKET

Market Analysis (Pie)

2.3. THE COMPANY:

2.3.1 Company Mission Statement

To assemble and continually develop a niche range of innovative consumer products

that challenge the top brands in quality, price and desirability.

To continue to evolve and develop a varied and vast product range that ensures the

company continues to grow year on year.

To give our customers an online shopping experience with an emphasis on high quality

visuals, simple navigation, detailed information and an easy to use web site.

To give our customers the very best customer service experience pre order and post

order.

To flourish in an overcrowded online market by offering a high quality customer

service and overall excellent online shopping experience.

To constantly be aware that we are being watched and that our competitors are hungry

for our success.

2.3.2 SWOT ANALYSIS

SWOT Analysis

Strength

1. Available in easy-to-use & convenient packaging, such as

'Hanger Pack', 'Net Pack' and 'Dispensers'

2. Value driven "new to world" product

3. Reasonable price

4. Available in a variety of exciting fragrances

Weakness 1 Size, being a small company exposes us to severe financial

fluctuations as the product succeeds or fails

2. No established distribution chain such as P&G, Godrej, Reckitt

Benckiser’s Airwick

Opportunity

1. Expand brand portfolio and make it a complete air freshening

brand 

2.Tie up with hotels, restaurants

3. Educating consumers on the home fragrances segment

4. Develop customized fragrances

Threats

1. Aggressive competition from multinational giants

2. Unexpected spike in input costs

Competition

Competitors

1. Premium

2. Reckitt Benckiser’s Airwick

3. Ambipur

2.4 THE PRODUCT PORTFOLIO

# Pillars of Air Care Market Divine Products

1) Electrical / Continuous Energized Devices E-Frag

2)

Car Air Freshener Drive-Frag Starter

Kit

Drive-Frag Refill

(RF)

3) Instant Action Sprays Instant-Frag

3. MARKETING STRATEGY

3.1 MARKETING OBJECTIVES

1. Short term objectives :

To reach the specific Target Audience:

In the marketing plan process, the target customers section is the one who the company is

trying to reach with its product or services. We have defined the target audience based on

demographics- gender, age, income and sec. This research helps to narrow down the focus to

the most lucrative segments of the market for a company’s product or service. Hence,

youngsters can be influenced.

To create Brand Awareness:

Branding is for consumers to recognize the existence and availability of a company's product

or service. Creating brand awareness is one of our key steps in promoting our product, so that

our customers will know what we are as a company and what we provide.

2. Long term objectives:

Introduce our brand on a wider

We want our air fresheners to reach people on a wider scale as it is a new launch in the

market.

To be in par with other competitive brands

Our main objective is to prove our product better than competitors.

P&G, Godrej etc are some of our main competitors and although these brands have an

extremely strong base since they have been established years ago, still we shall try to get our

brand in par with these brands.

Bring about new features to the air freshener and introduce new brands

Enhance the product to a higher level and make it more exciting and wanted. We’ll be

looking into providing brand extension in the years to come.

Marketing Mix:

Pricing:

Developing the pricing strategy requires an intimate look at the product strategy .The price is

quite reasonable for every class to purchase without any hesitation, as we are a new player in

the market and we have to penetrate it.

Here is the price listing:

Product Name Price in Rs.

Drive-Frag 50 ml 79

80 ml 149

150 ml 269

Instant-Frag(150 ml) 119

E-Frag 30 ml 69

70 ml 119

Place:

It refers to how the product reaches to the consumer. The geographical areas of country

where are product would be sold referring to how the environment in which the product is

sold it can affect the sales.

Divine will concentrate on urban and semi-urban areas of India for the marketing of its

range of air fresheners.

Metro cities with heavy trendy young population like Delhi, Mumbai, Chennai, Kolkata,

Bangalore etc will be majorly targeted.

Other mini metro cities too will be concentrated for the marketing of the air fresheners.

It will be available at all retail outlets like General Stores, Medical Stores and Malls etc. After

few months we would expand our market to other parts of the country. The channel for the

distribution will be from Manufacturer to agent to retailer to consumer.

Distribution:

The manufacturer and wholesaler must decide how to distribute their products.

Working through established distributors or manufacturers' agents generally is easiest for us.

Divine will be available in all leading retails. There will be a network of established

distributors or manufacturers' agents which will operate in all leading metros like for example

in Mumbai; there will be an established distributors or manufacturers' agents which will

distribute our product in all leading retail outlets, and collection will be done after every 15

days.

The process of effectively making and getting products and services to end users

requires market logistics network. Essentially the physical distribution of the product through

fast moving consumer oriented areas where they go weekly to purchase. The distribution of

the product will be held in most of the major metro cities in India and the other semi metro

cities the product will be sold in all retail and wholesale stores, supermarkets, beauty stores

and even online shopping.

Channel of Distribution of Consumer Products: There are 2 primary channels of

distribution for Divine: Distributor and Sub-distributor.

The company would sell the products to its appointed distributors and sub

distributors; they are responsible for the distribution of pre-defined geographical areas who

distribute it further to retailers. Every available channel will be utilized for maximum

distribution and coverage to all the hypermarkets, supermarkets, general stores, and medical

stores.

Brand Positioning:

Positioning Against Competitor : Most of our competitors have set the prices very high

and positioned it as a premium segment product but we want to target mass so that we

have kept the prices very low as compared to competitors.

Positioning In Relation To Product Attribute : The primary positioning of the product

attribute is that Divine is made up of chemicals which are not harmful and protect

from several diseases by killing bacteria’s.

Positioning by price and quality : There will be no compromise for its quality, and if

we are offering the best to them, customers don’t mind to pay for it. We are also

giving a reasonable price compared to our competitors.

Planning:

The plans for the first financial year are to establish a consumer base in all the

categories of our products and to look into the main objective of satisfying the existing users.

Also we would develop Divine as a Brand by running advertising campaigns which would be

conceived by Ad Agency with reference to the Marketing team.

Target audience:

Market Demographic

1. DEMOGRAPHIC

•Age: It caters to almost all age groups, but primarily focuses on age young to middle

age groups of 20-40 years

•Gender: Targeted towards women, and women are reporting higher rates of usage

when compared to their male counterparts

•Family Size & Occupation: Usually small family size, especially working couples, single

moms and teen-dominated families. Busy schedule renders less time to take care of the

cleanliness of the home.

•Income: Premium pricing, therefore, middle and higher income groups.

2. GEOGRAPHIC

•Region: Urban and semi-urban areas

•Country: India

•Climate/Season: Fragrances are seasonal as many consumers look to reflect the season

and surround themselves with what’s going on in nature during the particular time of

year.

Promotion:

We are about to utilize various marketing strategy by using the following tools:

a. Sponsorship

b. E- Communication

c. Broadcast

d. Social Media

e. Others

DIVINE will use aggressive promotional strategy.

This air freshener is one of its kinds. The USP of the air freshener is that it is a germ

killing air freshener. This unique air freshener will be promoted on a wide scale as for

consumers to know the novelty of the product.

On a regular basis the air freshener will be promoted through popular ways of

promotion like Events, TV Ads, Print ads-Newspaper/Magazines, billboards/hoardings

etc.

Few other ways of promotion for the benefit of the consumers is through bonus packs

provided. As DIVINE air freshener comes in many different fragrances, a combo bonus

pack will be available for consumers with lesser price.

There will be demos held of the samples of air fresheners at different shopping malls all

over the country for consumers to know about the product.

DIVINE will be promoted through Public Relation strategies by having a press release

of the product.

Our site is up and running in the beta version. And will be upgraded in a few weeks with a

fully functional flash website. Our Banners would be up and running whenever the key words

“Feel Better”, search engines of Yahoo and Ask.com. Ads would also be up on Linkedin.

Communities/Fan pages would be made on Orkut as well as Facebook respectively.

Facebook would be the center attraction as the most of the research and feedback would be

done.

We would use Facebook as a medium of consumer poll putting up ideas for the launch of a

new Limited Edition air fresheners.

Facebook would also be used to divert on to the blogs regarding the new development,

announcement which is to be made official on our website.

Facebook would also be used to share experiences, share ads via YouTube, register

grievances and feedback.

There are various other ways in which we will promote our products. We will display a stall

in selected corporate areas; this will help our product to get popular among business class.

We have even provided our consumers with a toll free number (xxxx-xx-xxxx) from where

they can get our various products and offers. They can also launch complains and give

feedback on the same number. We even welcome suggestions as customer satisfaction is our

main motive. We will keep updating our existing consumers about various offers suitable for

them. Our main target will be metro cites.

ADVERTISING

Advertising is one of the effective medium to communicate. Begin a new company

with a newly launched product we would be using various strategies at the initial stage of the

product being launched.

Divine being a new brand needs creation of an identity amongst other brands in the

market. Thus, informative advertisement would help the customers know about the product

even more. But there will be more emphases on persuasive ads.

There would be various print ads which would be published at regular intervals in various

newspapers and magazines. We are looking to click with the business minded people as far as

Divine is concerned. So advertisements would be injected in Men’s and Women`s fashion

magazine and Newspapers.

Our advertisements are mostly persuasive ads. There would also be hoardings and

television commercials. Our Advertisements would be telecasted more on Sports and

Lifestyle channels. Sports like Cricket, Football dominated channels and also channels like

Colors, TLC, Star World, Zee Café, Zee Trendz and AXN. Less insertion would be given on

Regional and Entertainment Channels.

DIVINE range of air fresheners will be heavily advertised for it to reach the consumers

in all the major cities.

Aggressive advertising will be done through the means of :

Print Medium (High Visibility) - DIVINE range of air fresheners will be advertised in

leading newspapers and magazines. Majorly in Men’s and Women`s magazines and

sports magazines to reach the audience.

Television Medium(For information) - Advertisements will be shown on national

channels like Star Plus, Sony TV, and Zee TV etc for wider masses. Major

concentration apart from famous channels will be on sports oriented channels to reach

the audience.

Outdoor medium (Sustenance) - The ads will be advertised by the means of hoardings

and billboards. Prime locations will be chosen for the ads to be an immediate eye

catcher to the consumers.

Social Media (Immediate) - Social media advertising through Facebook, Twitter,

LinkedIn etc.

ADVERTISING OBJECTIVE

Basic objective of any company is to create awareness about OUR products and to

create immense demand for the same. Our main objective is to create awareness and to

motivate people to buy our product because of the benefits offered.

We are advertising and marketing our air freshener to reach wider audience; to inform

them about DIVINE range of air fresheners.

We are trying to achieve trust, loyalty, confidence and love of our customers through

advertising.

Our main idea is to persuade people through to experience of uniqueness of the

multipurpose air freshener which they have never experienced. Our communication is to

inform our target audience.

MEDIA CHARACTERISTICS

Direct Media used will be Print, Television, Outdoor, and Social Media.

Inter personal media technique used will be demonstrations at popular malls in metro

cities.

The media will help to create awareness among the target audience by increasing

percent of consumers per year.

Information to the target audience about features and benefits of product and its

competitive advantage through advertisements and marketing activities will be

provided.

It will decrease or remove potential customers’ resistance to buying product and

leading to increase in sales.

Print:

For high coverage, print medium is the best. Hence, to make itself appear and known, Divine

print advertisements will appear in leading newspapers and magazines in appropriate

sections.

Television:

For providing information in brief in limited time, Divine ad slot will be on national

television entertainment channels during prime time shows since they are watched normally

by audience. Also, the commercials will appear on music channels like MTV, Channel V, etc.

since they attract young crowd equally. And of course sports channel will help grab many

attention.

Radio:

Radio is a popular medium amongst a lot of youngsters. Hence, use of radio for advertising

Divine will create a lot of exposure in minds of youngsters. Also, it will help selecting local

and effective targeting.

Internet:

Internet advertising for Divine is the best option as it will provide exposure to correct target

group to the young and upgraded internet savvy audience offering free vast coverage. Pop out

advertisements can appear on various shopping websites, advertisement sections of social

networking websites, personal e-mail websites, etc. will help to attract attention of

youngsters.

Outdoor:

Hoardings around the cities will attract attention due to vibrant, large nature of visual. Also,

they help in specific geographic like near colleges, offices etc.

Financial Documents:

BREAK EVEN ANALYSIS

Estimated per unit revenue 120

Estimated per unit variable

cost 40

Fixed Cost 3000000

Break Even Units 37500

Profit 0

We have to sell minimum of 37500 units in average as per as break even analysis of

estimated revenue and costs.

CAMPAIGN EVALUATION AND MEASURING EFFECTIVENESS

It is very important to evaluate the advertising campaign and improve it where necessary

Advertising objective How success can be measured

Stimulate an increase in sales - Number of enquiries from our advertising

- Number of enquiries converted into sales

Remind customers of the existence of a

product

- Test customer awareness both before and after the

advertising campaign

- Number of enquiries

Inform customers- Test customer awareness

- Number of requests for further information

Build a brand image -Sales

-Test customer awareness

Build customer loyalty and relationship- Levels of repeat purchase

- Levels of customer retention

Change customer attitudes

- Measure demographic profile of purchases

- Measure type of goods ordered by new purchasers

- Compare with previous data

There are various factors which influence advertising. Some of the factors are, the medium,

ad copy (exact wording), the format, audience (is the ad well aimed to the people who use our

products?) – All of this affects the final success of the campaign. Therefore, it is necessary to

judge the effectiveness in context.

We can judge the effectiveness of our campaign by:

Customers feedback

Increase in sales of our product

More calls to our toll-free line

More number of visits to our websites.

We can measure effectiveness of our campaign by Secondary Data Collection Method that is

Questionnaire. Following questions helped us to go through the process.

1. Which brand comes in your mind when you hear Air Freshener?

a) Odonil b) Air Wick c) Divine d) Ambi pur

2. Can you recollect Divine’s Ad?

a) Yes b) No

3. Do you remember different Fragrances offered by Divine?

a) Yes b) No

4. What had influenced you to buy the product?

5. What difference do you find in Divine when compared to other products?

6. What do you think, which changes can be made in the product?

7. Would you recommend Knockout to any of your friend/relative?

8. Have you visited our website to know about various ranges of Divine?

9. In future, If Divine comes up with another range, will you purchase it?