GODREJ AER POCKET

GROUP B

1) MAYUR 14
CHHUGANI

2) SUNMEET 15
SINGH
CHOPRA

3) KASHISH 8
BANSWAN
I

4) JEEVAN 14
BHALERAO

INDEX
1) Introduction
2) Background/History
3) Digital strategy
4) Recommendation
5) E-commerce strategy
6) Competition in market
7) Bibliography
 GODREJ AER POCKET

LOVE AT FIRST SMELL.THE STORY

OF HOW WE STARTED AER.

One fine afternoon, a cupid landed on our

window. We don’t know why he chose to
visit us.
But as we sat by the fireplace, he raised his
bow and shot the most beautiful arrow ever.
It was headed straight for our hearts.

But then something unexpected happened.

The arrow changed its course mid-air and
struck our noses.
And right then we knew it. We had always
been in love with fragrances. So, we started
aer.
 BACKGROUND/HISTORY

Godrej Group, is an Indian conglomerate company 

headquartered in Mumbai, Maharashtra, India,
managed and largely owned by the Godrej family. It
was founded by Ardeshir Godrej and Pirojsha
Burjorji Godrej in 1897, and operates in sectors as
diverse as real estate, consumer products, industrial
engineering, appliances, furniture, security and
agricultural products.[4] Its subsidiaries and affiliated
companies include Godrej Industries and its
subsidiaries Godrej Consumer Products, Godrej
Agrovet, and Godrej Properties, as well as the
private holding company Godrej & Boyce Mfg. Co.
Ltd.
 DIGITAL STRATEGY
Godrej aer Pocket has unveiled a new digital
campaign in which it builds on to the idea of happy
bathrooms. This campaign emphasises how during
monsoons the moist and damp smell in the
bathrooms can lead to an unpleasant experience in
the morning.

Conceptualised by Creativeland Asia, the film takes

a fun and quirky route to decipher the morning
struggle that one goes through if the bathroom is
not smelling fresh and fragrant.

"A pleasant fragrance at the beginning of one’s day

is likely to set a tone for a happier day ahead. This is
where Godrej aer Pocket comes in, to give
consumers a fragrant start to their day. We truly
believe in creating happy bathrooms and happy
homes for our consumers and hope this changes
their bathroom experience forever and for the
better", said SUNIL KATARIA, CEO, India and SAARC,
Godrej Consumer Products Ltd.
 RECOMMENDATION

Godrej is very famous and oldest brand in India. It

was founded around 100 years back. And since
then its giving us great range of products.

Well talking about the godrej aer air freshener it is

very nice in terms of air fresheners. Because its
easy to use as it is designed as a spray. And the
fragrance is so strong that it remains around 1
day from morning to evening. But it becomes dim
till the evening but its acceptable. The fragrance
is very nice.

And we got very nice compliments from whoever

paid a visit to our house. As they felt very
refreshing and positive atmosphere in the house.

And talking about the brand appeal. Well I don't

watch TV much but when I saw it online and
quickly bought it. I would say that you people can
also trust this brand because its been giving very
quality products since its launch
 E-commerce strategy
"We should be at least looking at 5-odd per cent of our business
coming from e-commerce in the next three to four years," GCPL chief
executive officer - India and SAARC - Sunil Kataria, said.

"We have realised that it cannot happen with e-commerce being part
of customer channel. It has to be a separate business in itself," he
added.

E-commerce is estimated to account for just 1 per cent of the FMCG

space at present in the country, but Kataria expects it to pick up in the
coming years.

The company from September 1 is shifting e-commerce as a separate

P&L unit, with it's own innovation team, new product development
pipeline and own marketing and digital team, he informed.

"We would like to manage it through a green channel where we focus

on not only our core products going through e-commerce in a much
more faster way, but also enabling a lot of agile decision making which
happens within the e-commerce team," he added.

Meanwhile, the maker of Cinthol, GoodKnight and Hit, among others, is

also expecting double digit growth this financial year led by strong
volume growth and new launches.

"We are targeting a strong double digit growth primarily driven by

volume. For the past seven to eight years, roughly one-third of our
growth has been coming from new product developments.
Godrej aer report 2020
Dublin, Feb. 13, 2020 (GLOBE NEWSWIRE) -- The  "India
Bathroom Air Freshener Market Overview, 2020-2025"report
has been added to  ResearchAndMarkets.com'soffering.

This report provides you with historical and forecasted performance of

the market and profiles of top players in the market. Air fresheners
used in bathrooms have been growing with vast consumer demand;
largely derived by the retail segment of the market.

The market has grown historically at a CAGR of over 9%. This growth
has been highly supported by the mass market of the block air
freshener in the residential space, and commercially electric/automatic
diffusers which has liquid in it is growing. Retail segment of bathroom
air fresheners have the major residential consumer base who
purchases their air freshener from general retail stores or multi brand
retail store.

Earlier, bathroom fresheners were dominated by blocks and Odonil

was leading in this segment. Attractiveness of the market has allowed
other organized players to foray into this segment. Bathroom Air
Fresheners are now available in different formats namely blocks,
aerosol/sprays, gels, 1 touch air, electric diffusers, candle etc. These
are widely available in various fragrances and forms in the market.

Awareness about keeping bathroom clean and pleasant smelling have

developed in consumers whether it is home or it is and institution.

A few years ago, Consumers were using their room Aerosol inside the
bathrooms and bathroom air freshener was not a part of Indian
consumers routine purchase. However, in the recent past it became a
part of their routine purchase as purchasing power of the consumer
increased and consumers can easily find it in their nearby stores
without any hassle.

The sale through general trade has been increasing year on year as
stores in these categories are prevalent in vast size in the tier 2 and 3
cities. Commercially, it was used in Hotels, hospitals, corporate offices
but in last decade Mall culture has evolved in the country which has
allowed the segment to grow further as they want to give pleasant
smelly washrooms to employee/visitors/customers. This growth is due
to the continuous increase in the urbanization so as the purchasing of
premium products. In Commercial space they use Air diffusers, 1 touch
Air in addition to routine products like Blocks and Gels.

Indian air freshener overview

The air freshener products, synonym of air care products, fall into the
broad category of home care products in India. Due to increase
awareness regarding clean and fresh environment, the demand for air
freshener products like various fragranced air freshener spray, electric
air freshener, liquid air freshener, gel air freshener, block air freshener,
etc are rising, hence offering opportunities to the Indian air freshener
market. The rich consumers demand for the premium and value added
air freshener products in order to maintain air hygiene in their rooms
and car. As a result, they use various fragrance based air freshener
products such as lavender, jasmine, rose, sandalwood, and lemon to
keep their home and car odour free. Air freshener has turned into a
riveting market for new product developments and innovation where
producers are taking effort to convince consumers through aggressive
campaign and advertising. A natural/organic air care product is an
emerging trend in the industry. However, the penetration of air
freshener products is low in pan India and the rural penetration is
almost negligible; presenting a massive opportunity to players.  
“India Air Freshener Market Overview”, air freshener market in India is
growing with a CAGR of more than 20% from the last five years and is
projected to grow with a significant growth rate over forecast period
due to rising standard of living in India, growing awareness regarding
clean environment, brand awareness, increasing disposable income,
growing demand in middle class people and availability of wide range
of products. The various formats such as sprays/aerosol air fresheners,
liquid air fresheners, gel air fresheners, electrical/plug-in air fresheners,
candle air fresheners, block air fresheners, etc are boosting the
categorised market of air freshener industry.

P&G Home Products, Reckitt Benckiser, Dabur India, Godrej, JK Helen

Curtis, Midas Care, SC Johnson India, etc. are the players operating in
the air freshener market. P&G Home Products leads the air freshener
market in India with its brand Ambi Pur. India air freshener market is
fragmented into three categories such as home fresheners, bathroom
fresheners and car air fresheners market. The category of car air
fresheners dominates the air freshener industry due to its various
formats. Indian metros and urban areas are responsible for the
majority of sales of air freshener products, with premium specialised
and value added fragranced air freshener products growing rapidly
among upper middle class consumers. 

“India Air Freshener Market Overview” discusses the following aspects

of air freshener products in India:

The report gives an in-depth understanding of air freshener market in

India:
 India Air Freshener Market Outlook
 India Air Freshener Market Size By Value & Forecast
 India Air Freshener Market Segmental Analysis: By Company, By
Region, By Segment, By Format, By Sales Channel, By End User, By
Fragrance, By Ingredients
 India Home Freshener Market Size By Value & Forecast
 India Home Freshener Market Segmental Analysis: By Format
 India Car Freshener Market Size By Value & Forecast
 India Car Freshener Market Segmental Analysis: By Brand, By
Format
 India Bathroom Freshener Market Size By Value & Forecast
 India Bathroom Freshener Market Segmental Analysis: By Brand,
By Format
 Product Price & Variant Analysis
 The key vendors in this market space
This report can be useful to Industry consultants, manufacturers and
other stakeholders to align their market-centric strategies. In addition
to marketing & presentations, it will also increase competitive
knowledge about the industry.

Report Methodology

The information contained in this report is based upon both primary

and secondary research. Primary research included interviews with
various channel partners of air freshener products and its ingredient
suppliers in India. Secondary research included an exhaustive search of
relevant publications like company annual reports, financial reports
and proprietary databases.