MINI PROJECT FILE – 1

“SENITIZER PERFUME”

Session 2021-2022
Subject Code: KMBN152

SUBMITTED TO :
SUBMITTED BY :
Faculty’s Name: Dr.Rashi Baliyan
Student’s Name: Priyanka Dhyani
Roll No: IMR21148
Section: C
 CERTIFICATE
This is to certify that the mini project report entitled innovative product “Sanitized Perfume”, is

submitted by DEEPENDRA KUMAR SINGH, student of MBA 1 Semester of “LLOYD BUSINESS

SCHOOL” Greater Noida, under my supervision for the partial fulfillment for the award of the

degree of Master of Business Administration, Session 2022-23, Batch 2022-24.

Place: Greater Noida

Date: ……………………

Name & Signature of Supervisor

 PREFACE
Innovative idea development is the overall process of taking a service or a product from

conception to market. New products and services are meant to fill a consumer demand or an

opportunity in the market.

 DECLARATION
I DEEPENDRA KUMAR SINGH , student of MBA (I Semester) Session 2022-2023, hereby declare

that my work entitled “Sanitized Perfume”, is the outcome of genuine efforts done by me under

the able guidance of Mr. ANSHUL MATHUR and being submitted to “LLOYD BUSINESS SCHOOL,

Greater Noida as mini project report in partial fulfillment for the award of the degree of Master

of Business Administration {MBA}.

Place: Greater Noida

Date: …………………………

Name: DEEPENDRA KUMAR SINGH

Course: MBA (I Semester)
 ACKNOWLEDGEMENT
(Sample Format, for the purpose of giving an idea as how to prepare anacknowledgement)

Firstly, I would like to express my sincere gratitude to Prof. ANSHUL MATHUR (Faculty of

MBA) without whose blessings my innovative product work would not be completed.

I am equally indebted to my family and friends who always inspired and motivated me to do

something better throughout this project.

At last I would like to extend my sincere thanks to all the respondents to whom I visited for

giving their support and valuable information, which helps me in completing my project work.

Name: DEEPENDRA KUMAR SINGH

Course: MBA (I Semester)
 TABLE OF CONTENTS

S. NO. CONTENTS PAGE NO.

1 Introduction 07

2 Objective 10

3 Industry Review 12

4 Methodology 24

5 Product Description 25

6 Financial Feasibility 28

7 Analysis 33

8 Findings& Suggestions & Bibliography 36

 Introduction

What is Innovation?
Innovation is defined as the carrying out of new combinations that include the introduction of

new goods, new methods of production, the opening of new markets, the conquest of new

sources of supply and the carrying out of a new organization of any industry . An innovation is

something original and more effective and new that breaks into the market.

What is Product innovation?

 Product innovation is defined as the development of new products, changes in design of

established products, or use of new materials or components in the manufacture of

established products.

 It is a creation and introduction of a goods & services that is either a new or an improved

version of previous goods & services. It's not only about developing something new and

original, it's also about taking what's already there and making it much better.

 It is a type of innovation that is more noticeable for the consumer and it is related either to

the enhancement of a company’s older products, either to the development of new

products which are based on new technologies or which solve new needs of a consumer.
 It is a process which goes through multiple phase focuses on the innovation of facilities,

skills and technologies used for the production and delivering of products and services. As

opposed to product innovation, the effects are not as noticeable to the consumers.

 Product innovation can result in a decrease in production cost and time and the

improvement of certain processes or the elimination of certain barriers from the

production process or consumption.

 Most of the times, process innovation is performed either within the equipment used,

either within the technologies used for developing the product or even within the methods

used by the employees.

 Product innovation occurs as a reaction to multiple factors – for example, a consumer’s

needs are determined by social, cultural or economical factors, while at a business and

organizational level, product innovation is performed when its purpose is the expansion to

new market segments or the attainment of competitive advantage.

 When product innovation is conducted through the development of a new product, it can

either solve an older consumers’ problem in a new (innovative) way, or solve a new

consumers’ problem, which occurred as a consequence of the evolution of the factors

previously mentioned – social, cultural and economical.

 Numerous examples of product innovation include introducing new products, enhanced

quality and improving its overall performance. Product innovation, alongside cost-cutting

innovation and process innovation, are three different classifications of innovation which

aim to develop a company's production methods.

WHY WE NEED A NEW PRODUCT & SERVICES?

A new product & services is a Conversion of customer need to a reality based solution, creating

the tangible product or service from the intangible idea, Creation of new wealth. To success in

implementing new products development efforts generally require significant resources and

the opportunities in the market. Because of the high risk of failure in implementing new

products, it is important to know why new products development is important to companies. It

is the life blood of companies Without them, the firm will face its decline stage and either dies

or is acquired by some other firm. Society is well served by the continuous existence of these

firms from the employment of the people who works there (who are also one of the

consumers), and the long lasting support for society in terms of taxation and CSR policies. Firm

have little opportunities but they can grow and sustain if they want to move from survival to

advancing. The new products and services developed and provided by firms of all sizes gives

the mechanism and frame work for this growth and improvement. The new products could be

a physical tangible product such as an automobiles, smartphones, or coffee maker machine. It

could also be services like IT software, new production process, or a new marketing concept.
 Objectives

 To discuss the importance of customer hygiene in this corona virus situations.

 To discuss and identify the need of customer safety particularly emphasizing on the

product.

 To determine the key influencing factor among customer which resulted in the buying

behavior.

 To analyze the decision making process after corona virus.

 To discuss and identify the need of perfume which helpful in killing germs.

 To discuss the importance of the perfume is to keep unpleasant body odors at bay and

make sure you smell fresh throughout the day.

 To discuss and identify the need of the customer safety with providing fresh smell.
 To discuss and identify the Indian culture which has large number of festivals and huge

gathering and this product will make sure to get rid of germs and smell good in every

occasions.

 To discuss and identify the importance of stress level in present scenario and perfume

sanitizer help calm the mind and soothe your body, ensuring your stress levels are in

control.

 To discuss and identify the importance of the essential oils contained in perfumes have

therapeutic effects which can help you relax and steel better at night, thus helping avert

insomnia.
 Industry Review

Introduction of Brand

 Sanitized Perfume product of Riser Sanitized Perfumer company.

 Riser Sanitized Perfumeries located in Noida

 Price : 150 Rs. For 120 ml

 Sector : FMCG

 Products : Perfumes, Hand Sanitizer

Hand Sanitizer

Hand sanitizer, also called hand antiseptic, handrub or hand rub, agent applied to the

hands for the purpose of removing common pathogens (disease-causing organisms). Hand

sanitizers typically come in foam, gel, or liquid form. Their use is recommended

when soap and water are not available for hand washing or when repeated hand washing

compromises the natural skin barrier (e.g., causing scaling or fissures to develop in the

skin). Although the effectiveness of hand sanitizer is variable, it is employed as a simple means

of infection control in a wide variety of settings, from day-care centres and schools

to hospitals and health care clinics and from supermarkets to cruise ships.
Types Of Hand Sanitizers

Depending on the active ingredient used, hand sanitizers can be classified as one of two

types: alcohol-based or alcohol-free. Alcohol-based products typically contain between 60 and

95 percent alcohol, usually in the form of ethanol, isopropanol, or n-propanol. At those

concentrations, alcohol immediately denatures proteins, effectively neutralizing certain types

of microorganisms. Alcohol-free products are generally based on disinfectants, such as

benzalkonium chloride (BAC), or on antimicrobial agents, such as triclosan. The activity of

disinfectants and antimicrobial agents is both immediate and persistent. Many hand sanitizers

also contain emollients (e.g., glycerin) that soothe the skin, thickening agents, and fragrance.
Effectiveness

The effectiveness of hand sanitizer depends on multiple factors, including the manner in which

the product is applied (e.g., quantity used, duration of exposure, frequency of use) and whether

the specific infectious agents present on the person’s hands are susceptible to the active

ingredient in the product. In general, alcohol-based hand sanitizers, if rubbed thoroughly over

finger and hand surfaces for a period of 30 seconds, followed by complete air-drying, can

effectively reduce populations of bacteria, fungi, and some enveloped viruses (e.g., influenza A

viruses).1,6,9 Similar effects have been reported for certain alcohol-free formulations, such as

SAB (surfactant, allantoin, and BAC) hand sanitizer. Most hand sanitizers, however, are

relatively ineffective against bacterial spores, nonenveloped viruses (e.g., norovirus), and

encysted parasites (e.g., Giardia). They also do not fully cleanse or sanitize the skin when hands

are noticeably soiled prior to application.

Despite the variability in effectiveness, hand sanitizers can help control the transmission

of infectious diseases, especially in settings where compliance with hand washing is poor. For

example, among children in elementary schools, the incorporation of either an alcohol-based

or an alcohol-free hand sanitizer into classroom hand-hygiene programs has been associated

with reductions in absenteeism related to infectious illness. Likewise, in the workplace, the use

of alcohol-based hand sanitizer has been associated with reductions in illness episodes and

sick days. In hospitals and health care clinics, increased access to alcohol-based hand sanitizer

has been linked to overall improvements in hand hygiene.

Safety Concerns

Agencies such as the World Health Organization and the U.S. Centers for Disease Control and

Prevention promote the use of alcohol-based hand sanitizers over alcohol-free

products. Indeed, the use of alcohol-free products has remained limited, in part because of

WHO’s and CDC’s focus on alcohol-based products but also because of concerns about the

safety of chemicals used in alcohol-free products. Research has indicated that certain

antimicrobial compounds, such as triclosan, for example, may interfere with the function of

the endocrine system. Environmental contamination from triclosan is another

concern. Disinfectants and antimicrobials also can potentially contribute to the development of

antimicrobial resistance. In 2014, mounting concerns over triclosan led authorities in

the European Union (EU) to restrict the chemical’s use in various consumer products in the EU.

By comparison, concerns over the use of alcohol-based hand sanitizer have centred primarily

on product flammability and ingestion, both unintentional (e.g., by young children) and

intentional (by individuals seeking to abuse alcohol). With proper storage and strategies that

limit access to alcohol-containing sanitizer (e.g., issuing hand sanitizer to individuals), the risk
of fire or poisoning from accidental or intentional ingestion of alcohol-based hand sanitizers is

considered to be low.

Perfume

The word perfume is from a Latin phrase meaning “through smoke” and was thought to have

been invented by the ancient Egyptians who burned fragrant woods and plants for their

pleasant odours. Over the years perfume has been used, refined and enhanced by every major

civilization and today perfume as we know it is a very big business.

Today’s modern perfume has three main components:

The scent – Virtually anything natural or synthetic that has an odor can be used in the making

of perfume. Typically scents are made from flowers, citrus, spices, woods and sometimes even

leather.
The fixative – These ingredients act to stabilize the aromatic compound and help to make the

scent last longer.

The solvent – This is usually alcohol and keeps bacteria from forming and helps maintain an

even consistency so it can be easily applied.

The category a fragrance belongs to is defined by how much of the scent (or aromatic

compound) is used in the product. This also plays a factor in determining the price as the

higher the concentration of scent the more expensive the fragrance will be:

Lotions and aftershaves generally have a 1 to 2% scent base

Eau de Cologne products are generally 2 to 3% pure scent

Eau de Toilettes run between 5 to 20% scent

Eau de Parfums will have from 10 to 30% aromatic compound in them

Perfume Extract or Parfum has the greatest concentration of scent, between 20 and 40%

Women’s products are usually categorized as perfume, eau de parfum, toilet water, and

cologne and for men’s products are sold as perfume, cologne, and aftershave.
Surprisingly fragrances and music share a common term, notes. Perfumes are often described

by the different “notes” that make up the scent. These notes are designed to emerge at different

times during the scent span of a fragrance just as an orchestra will have different instruments

playing throughout a musical composition.

Top Notes are the strongest scents but do not last very long. This is the initial burst of smell

you get when you first take a sniff of your favorite perfume or cologne. The top notes are often

spice or citrus based.

Middle (or heart notes) makes up the main part of the scent that emerges after the top notes

start to fade away and are usually softer and mellower than the initial scent. These scents are

usually floral in nature.

Bass notes form the foundation of the scent and are usually deep and musky in nature and

emerge to blend with the middle notes not to replace them.

Fragrances are very complex products that go through many stages of development before

reaching the consumer. There are tens of thousands of different perfumes and colognes

available today, each one having its own unique scent signature and what once was reserved

for the wealthy and privileged is now available to everyone.

Many perfumes are blends of flower and plant oils, animal substances, synthetics, alcohol, and

water. In ancient times the Egyptians soaked fragrant woods and resins in water and oils and

then rubbed their bodies with the liquid. The Romans use to wear a garland of flowers, and

also hang scented plants inside to sweetenthe air. The development of distillation by the Arabs

in the seventh century made the productions of essential fragrant waters possible.

Perfumes are of three major substances, the plant substance, animal substance, and the

synthetic substance. Plant substance: The substance that gives sweet smelling plants their

pleasant odor called essential oils. Animal Substance: The substance that slows the evaporation
of perfume oilsand makes the smell long lasting. Synthetic Substance: The substance that

accounts for the amount of items used in the perfume industry. These substances can be

obtained from natural sources or coal tar.

Natural and synthetics are used for their different odor characteristics in perfumery

Naturals Synthetics

Natural scents will vary from each Much more consistent than natural

supplier based on when and where they aromatics. However, differences in

are harvested, how they are processed, organic synthesis may result in
Variance
and the extraction method itself. This minute differences in concentration

means that a certain flower grown in of impurities. If these impurities

Morocco and in France will smell have low smell (detection)

different, even if the same method is used thresholds, the differences in the
 to grow, harvest, and extract the scent. As scent of the synthetic aromatic will

such, each perfumer will prefer flowers be significant.

grown in one country over another, or

one extraction method to the next.

However, due to a natural scent's mixed

composition, it is easy for unscrupulous

suppliers to adulterate the actual raw

materials by changing its source (adding

Indian jasmine into Grasse jasmine) or

the contents (adding linalool to

rosewood) to increase their profit

margin.

Depending on purity, consists

Contains many different organic
primarily of one chemical
compounds, each adding a different note
compound.
to the overall scent. Certain naturally
Sometimes chiral mixtures of
derived substances have a long history of
Components isomers, such as in the case of Iso E
use, but this cannot always be used as an
Super.[36] Due to the almost pure
indicator of whether they are safe or not.
composition of one chemical
Possible allergenic or carcinogenic
compound, the same molecules
compounds.
found diluted in nature will have a
 different scent and effect on the

body, if used undiluted.

Similar to natural scents yet

different at the same time. Some

Reminiscent of its originating material,
synthetics attempt to mimic natural
although extraction may capture a
Scent notes, while others explore the
different "layer" of the scent, depending
uniqueness entire spectrum of scent. Novel
on how the extraction method denatures
scent compounds not found in
the odoriferous compounds.
nature will often be unique in their

scent.

Pure and pronounced fragrance

Deep and complex fragrance notes. Soft,
Scent notes. Often monotonous in nature,
with subtle scent nuances. Highly valued
complexity yet reminiscent of other natural
for ideal composition.
scents.

Dependent on extraction method. More Dependent on synthesis method.

expensive, but not always, as prices are Generally cheaper, but not
Price
determined by the labor and difficulty of necessarily. Synthetic aromatics are

properly extracting each unit of the not necessarily cheaper than

natural materials, as well as its quality. naturals, with some synthetics

 Typically the relationship between, being more costly than most

longevity of a perfume, cost and the natural ingredients due to various

concentration of essential oils follows the factors such as the long synthesis

graph below: routes, low availability of precursor

chemicals, and low overall yield.

However, due to their low odor

threshold, they should be diluted

when making a perfume.

This chart shows the typical relationship

between price of perfume, its longevity

and the concentration of essential oils.

In conclusion, I have learned that perfume has made a significant impact on society during the

past and present. In addition, I was surprised to know that some of the ingredients from

perfume were from plants and animals. This turns out to be the make up of most of the

fragrances that men and women use today in their colognes and perfumes. I was also surprised

to find out some of the same ingredients of perfume is used to make washing powder, bar soap,

air freshener, and deodorant.

 Research Methodology

Secondary data:

My innovative product is Sanitized Perfume. As we all know the sale of sanitizer increases due

to Covid 19. Sanitizer helps to remove bacteria and viruses from hands and also help to keep

safe from corona virus.

Sanitizers remove bacteria and viruses from hands only whereas Sanitized Perfume remove

viruses not only from hands but also remove viruses from body and always from our clothes

and today perfume as we know it is a very big business.Todays time mostly all the peoples use

perfume for fragnance.

Data collection:

My data is collected from internet, magazines, newspaper and from catalogues and also from

various internet sites.

 Product Description

Problem facing by the peoples

Corona virus (Covid-19) the new name for the disease being caused by the recent coronavirus.

A lot of information is being presented about how prevent coronavirus from affecting you and

your family. Perhaps the most important thing to know is that medical experts agrees on this,

one of the best ways to stay healthy is to wash your hands with soop and water. But if these

aren’t available, hand senitizer may help rid your hands of unwanted germs. But we need the

product which can protect from bacteria and virus not only from hands but also from our body

as well as from cloths.

Innovation in Perfume

⦿ The market demand for such perfume sanitizers is driven by their ability to prevent

infections and kill bacteria, fungi and viruses.

⦿ The sanitizer segment has witnessed tremendous growth sich the impact of the Covid-

19 pandemic. The growth opportunities can be attributed to the fact that these perfume

senitizers are 70% more effective against viruses than normal perfumes.

⦿ The market analysis indicates that the need for sanitizer perfumes has slowly risen

owing to its use in normal perfumes.

 ⦿ Since the corona virus infections has rapidly increased in the US and Europe asia, the

perfume sanitizer product will help the college student and businessmens.

Segment

⦿ The perfumes has always been one of the key contributors to the global cosmetic

market.

⦿ The sale of perfume products in the society has observed tremendous growth.

⦿ The sanitizer perfume rising awareness of contogiousintectionsand importance of

maintaining body hygiene among individuals is boosting segment growth.

⦿ The residential segment isend user to be looked upon by vendors.

 ⦿ Over the last year end users have become more awareof the hazards of germs and

infections prevailing in the environment. They are more coreful and cautions in

selecting products related to body hygiene.

The following factors are likely to contribute to the growth of the perfume santizer market

during forecast period :-

⦿ Increasing influence of internet in shopping end users purchasing behaviour.

⦿ Growing demandforflavoured& organic perfume senitizers.

⦿ Growth in Promotional Activities.

⦿ Raise in Health conseiousness among consumers.

 FINANCIAL FESABILITY
Sr. Descriptio Quantit Value (Rs.)
No. n y
(a) Land & Building
Covered area of 500 Sq. Mtrs. on rent L.S. 20,000
(b) Machinery & Equipments
01. M.S. Mixing vessel, Cap:250 Ltrs per batch 1 No. 50,000
02. M.S. Storage tank 4 Nos. 80,000
03. Automatic Filling Machine 1 No. 1,25,000
04. Automatic Sealing Machine 1 No. 25,000
05. Other Misc Equipment L.S. 50,000
06. Laboratory Equipment L.S. 50,000
07. Installation of Machinery & equipment @ 35,000
10% of the cost.
08. Preoperative Expenses L.S. 15,000
Total 4,50,000

Raw & Packing Materials per Month:

Sr. Description Rate Quantity Value (Rs.)

No.
01. Isopropyl alcohol (with a purity Rs.70/Kg. 15000 10,50,000
of 99.8%)
02. Glycerol Rs.100/K 500 50,000
G
03. H2O2 Rs.35/Kg. 1750 61,250
06. Water L.S. 6000
07. Packing Materials viz. Bottles, L.S. 50,000
Master Cartons, Bopp Tape etc.
Total 12,17,250
Say 12,20,000

Salary & Wages per Month :

Sr. Descriptio Nos. Value (Rs.)

No. N
 01. Manager 01 12,000
02. Supervisor / Chemist 01 10,000
03. Semi – skilled labour 04 32,000
04. Unskilled labour 08 48,000
Total 1,02,000
Utilities per Month :
Sr. Description Rate Quantit Value (Rs.)
No. y
01. Power Rs.5.50/uni 20 HP 12,500
t
02. Fuel & Lubricants L.S. 2,000
03. Water L.S. 1,500
Total 16,000

Other Expenses per Month :

Sr. Descriptio Quantit Value (Rs.)
No. N y
01. Rent L.S. 20,000
02. Postage & Stationery L.S. 1,500
03. Telephone L.S. 1,500
04. Repair & Maintenance @ Rs.600 per KL 7,500
05. Insurance @ 2% of Machinery & Equipment 635
Cost
06. Marketing & Traveling Expenses L.S. 12,000
07. Other Misc. Expenses L.S. 5,000
Total 48,217
Say 48,000
(c) Working Capital for One Month (c+d+e+f) : Rs. 13,86,000/-

(d) Working Capital for three Months :Rs. 41,58,000/-

(e) Total Capital Investment (b+h) : Rs. 45,88,000/-

 Feasibility

Substances which are used for making Sanitized

perfumes

⦿ Perfume

⦿ Propylene Glycol

⦿ Triclosan

⦿ Dep

⦿ Ethyl Alcohol

⦿ Isopropyl Alcohol

⦿ N-Propanol Alcohol

Market Strategy

 Riser Sanitized Perfumera Indian based firm strategized sanitized perfume with an

image which could directly strike the Indian psyche. They understood the market

and come with a product which could set their image as a product with utilitarian

use. Instead of having of having a same strategy of gas based product they tapped

the Indian market with a deodorant full of liquid.

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  One more important was advertising the product with a different angle. The theme

of 85% of the deodorant advertisements could be summed to hulk, foreign girls and

the girl’s attraction. It projected itself with a product who values Indians by giving

them product which can be utilized more in a similar price. The other aspect which

sanitized perfume concentrated was showing other deodorant as wasteful and with

long lasting aroma.

 Riser Sanitized Perfumer has triggered a television led advertising campaign aiming

to bring a behavioral change in people’s gifting patterns, they are urging people to

shift from gifting usual items such as shirts, ties, wallets, watches, cakes, bouquets

and start gifting perfumes.

4 P’s of Sanitized Perfume

Product Strategy

Sanitized perfume has a very vast variety of deodorants for both men and women. Few of

its most popular products for men are sanitized perfume black collection fresh oriental

deodorant, sanitized perfume 1000 status Deodorant, sanitized perfume Macro Deodorant,

sanitized perfume napoleon deodorant, sanitized perfume royal deodorant and top

products for women are sanitized perfume black collection bold deodorant, sanitized

perfume delicious deodorant, sanitized perfume black collection splendid deodorant,

sanitized perfume paradise deodorant, sanitized perfume radiate deodorant. Sanitized

perfume has also recently launched perfumes along with deodorants in order to expand its

product portfolio in its marketing mix. Sanitized perfume products are also deliver quality

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assurance with the dermatological testing done which shows no side effects, also with

consumer feedbacks sanitized perfume products have stood up to the mark. One of the key

component which outstand sanitized perfume is quantity as they claim to be only having

spray or Doe no gas so quantity claimed also satisfy the customer and finally the services of

their product of having a good fragrance which lasts longer no doubt turned out to stand at

its claim. Sanitized perfume got its success behaving as a product oriented company.

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Pricing Strategy

Sanitized perfume followed the competitive pricing under its marketing mix where it kept

the price almost same with its competitors but projected the more service with better

output with their deodorants at the same price. This strategy not only helped sanitized

perfume attract new customers but also overcome the barrier of entering into market

when there were already established brands from well-established company like HUL and

Marico. Further sanitized perfume focused more on the upper middle man in deciding the

cost of their product. This helps them in further expanding in the market. Sanitized

perfume represented themselves as a replacement for the expensive cologne and

deodorants with a better service at low price which helped them in pitching to a larger

audience.

Place & Distribution Strategy

Sanitized perfume approached with a very simple distribution channel i.e. way through

distributors to retailers. As their product was a FMCG product so they didn’t needed an

exclusive store to sell or showcase their product. With their promotions of

sanitizedperfume it was enough to catch eyes of their consumers. Andalso being a FMCG

product going through retailer channel it was made available at each and every small retail

shops both in urban and rural area. This also helped them in pitching in rural areas and

increasing their market share. However sanitized perfumerely more on urban areas. And as

it was launched in the digital era where the no. of e-commerce users were increasing

rapidly, no. of grocery apps were launched so sanitized perfume also launched its products

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on online stores right from the starting which was easy to access and gained more

customers from the urban areas.

Promotion & Advertising Strategy

This is one of the most important feature which made the Sanitized perfume become the

market leader. Sanitized perfume competitors like Axe were using marketing promotion

mainly focused for men. Whereas sanitized perfume launches its product showing that its

functional value is better than its competitor’s value. Sanitized perfume did an extensive TV

advertisement, magazines, hoardings, newspapers ,online campaign n son different social

media sites and built up their own brand image by using a new chemical structure and

degraded the image of their competitors. Hence, this gives an overview on sanitized

perfume marketing mix.

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 Analysis
SWOT Analysis of Sanitized Perfume
Strengths in the SWOT analysis

 Different Product: Sanitized Perfume Deodorant, unlike other competing brands,

does not have any gas in it. Since the bottle or can has only the perfumed liquid the

contents last longer.

 Marketing Strategy: Quite unlike other competing brands like Axe which indicated

appealing to the opposite gender as their unique selling proposition. However

contrary to those Sanitized Perfume has been using functional positioning like lower

cost, better value and more quantity.

 Bigger target segment: It is customary for deodorant to target either males or

females. There are very few brands which target both the gender and one amongst

that is Sanitized Perfume. The deodorant has separate variants for both men and

women and combo gifting packs which include one for each gender.

 Value for money brand: Sanitized Perfume was priced higher than the nearest rival

brand Axe but customers still purchased it.The reason for this was their launch

advertisement which was the direct comparison with competing brands and how

they were wasting a lot of content because of the presence of gas in them.

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  The backing of good research: Sanitized Perfume has been backed by a strong team

of research professionals who have designed the core product as well as its variants

with the customer feedback about the issues they face with competing for deodrant

brands.

 Gap filling: Before the product launch, Sanitized Perfume had undertaken detailed

studies on the market and identified various gaps in the deodorant market and

created products that filled each of these gaps.

 Toppled the market leader: Sanitized Perfume was a late entrant into the

deodorant market which had top brands from multinationals like HUL and P & G. But

through a powerful launch advertisement, the brand could topple the market leader

Axe Deodorant.

 Powerful launch advertisement: The launch advertisement of Sanitized Perfume

had something interesting to say and clearly differentiated the product as a non-

aerosol spray in comparison to the other aerosol sprays that had taken over the

Indian market.

Weaknesses in the SWOT analysis

 Poor distribution channel: In comparison to nearest rival HUL which sells the Axe

spray, Sanitized Perfume does not have a very wide distribution network. Moreover,

they are unable to garner the retail space that multinational brands like Axe

command.

Sustainability: It is questionable whether a brand like Sanitized Perfume will be able

to sustain its overwhelming success. Though it is a rage at this point in time it is

doubtful on whether the brand can sustain with the same positioning for a long time.

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  Negative publicity against chemicals: Online sources have created a huge

movement against the dangers of chemicals in cosmetics and skin care products. This

has shifted the balance in favor of ayurvedic or organic shampoos which have hit the

sales of the brand drastically.

Opportunities in the SWOT analysis

 Huge market Potential: The deodorant market has huge market potential in India.

Currently, it stands at an estimated value of 3000 crores INR with a growth rate of 15

to 18 percent annually which means there is a huge unexploited market target.

 Positive customer trends: Customers in India a are increasingly conscious about

their looks and the market for cosmetics product is huge and this includes perfumes

as well. With an increased propensity to send people who would once think

of purchasing deodorants as a waste of money has made it a part of their daily ritual.

Threats in the SWOT analysis

 Competition: There are many entry level as well as mid level competitors for

Sanitized Perfume. The main competitors of Sanitized Perfume is Fogg, Axe, Set Wet,

Zatak, Nivea, and Dove.

 Axe: Axe is one of the brands which is the biggest threat to sanitized perfume. Axe has

a fantastic distribution and is currently the market leader.

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 Findings &Conclusion
Findings:-

 Fragrances and flavors manufacturer, releases an insightful study called ‘The New

World and Opportunities Post Coronavirus’.

 The coronavirus pandemic has brought about a drastic shift in consumption

patterns which will have a major impacton the future scenarios. Transformations

within businesses and society take place during turbulent times that are ground

breaking and spark them towards a new land of challenges and opportunities.

 The report providesinsights on the strategic shifts the FMCG industry will face in

the coming months and how clients can move into opportunities first.

 The FMCG segment is looking closely at the new consumer behaviours to

effectively adopt and improviseat a never-before pace. We are proud to partner

with some of the leading names in the market research industry for the study and

hope that the insights will help business plan their future strategies better.

 FMCG companies are using differentiation in fragranceas a key selling proposition

toattract consumers. The focus is on Citrus-y to impart a clean association through

their products. There is an increased affinity towardsusing traditional and natural

fragrances.

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  There is also a demand for perfumery ingredients that have disinfectant, anti-

bacterial and anti-microbial properties, across categories.

 The global pandemic has led to a change in the attitudes of consumers around the

world. The report is divided into various categories including Home, Surface,

Fabric and Personal Care. It indicates that there is a steady growth in the launches

of products with clean claims. About 81% of consumersin West India have used

Sanitized Perfumes more than before compared to 67% in North India. There is

also high usage of hygiene products among the older age groups.

 Products such as hand sanitizers, Sanitized perfumes are observed to have

experienced a dramatic boost in sales as consumers, self-protectionawarenesshas

increased rapidly since the covid outbreak.

 People will go forward to adopt a new normal and get back to basic focusing on a

minimalistic approach. There has been increased digital engagement and haome

has become the new universe for now with a focus on cleanliness, self, and

surrounding. Overall, the findings show how there is an increased need for quality

assurance, affordability, accessibility and convenience. Considering this, FMCG

companies are undertaking product development, market testing and launches

faster than ever before.

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Conclusion :-

In conclusion, I have learned that perfume has made a significant impact on society during

the past and present. In addition, I was surprised to know that some of the ingredients

from perfume were from plants and animals. This turns out to be the make-up of most of

the fragrances that men and women use today in their colognes and perfumes. I have also

surprised to find out some of the same ingredients of perfume is unused to make washing

powder, bar soap, hand sanitizers, deodorant, perfumes.

The market demand for such perfume sanitizers is driven by their ability to prevent

infections and kill bacteria, fungi and viruses. The sanitizer segment has witnessed

tremendous growth such the impact of the Covid-19 pandemic. The growth opportunities

can be attributed to the fact that these perfume sanitizers are 70% more effective against

viruses than normal perfumes. The market analysis indicates that the need for sanitizer

perfumes has slowly risen owing to its use in normal perfumes.

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