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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 didnt 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.

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.

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.

1.3 MAJOR PLAYERS AND THEIR PRODUCTS DETAILS

Top Perfume Brands in India 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. 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 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

Ramsons perfume

York perfume

Jovan musk

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.

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.

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

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 mans 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 dont 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 SA TV Star Sports India News Hind TV Time 8pm 9pm 9:30pm 10:30pm 7pm -10pm Full day frequency 3times 2times 5times 20times

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4.3 TV Ad Story Boad

A professional man getting He is getting in his car for He passes from the rough ready for his job and with using the job and for the roads within small villages. chronic perfume. presentation in a far located city.

Suddenly he has to stop the car After a while a farmer due to the stop sign board on passes from there and he the road. 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 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 92.7 98.3 time 10am to 6pm 10am to 6pm frequency 10times 8times

4.6The Radio script

Ajay, Vijay , Suresh , Ramesh sab koi kehta hai .. teen din chalta hai chronicchronic chronic Lets the world know chronic perfume, the symbol of long lasting .

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4.7 ObjectivesLocal 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 Gujarat samachar Divyabhaskar Sardar sandesh Business world Days 2weeks 2weeks 6months 6months frequency 7times 7times 3times 3times

4.9 Print ads.

Magazine 1

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Magazine 2

News paper (Gujarat Samachar)

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Hoardings

4.10 ObjectivesInternet - 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 Facebook Yahoo mail time Page Month Frequency 6months 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-industryinformation.html#ixzz2l07x0bNk http://www.merinews.com/article/indian-perfume-industryblossoms/134241.shtml#sthash.9bIU0hzx.dpuf

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