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Category Snapshot
Definition of the category: Includes any products that can be described / observed as an air freshener, specially designed to remove odors in the air. It Includes products with scented solids that release a continuous fragrance, and fragrant aerosol liquids that may be intermittently dispensed for instant freshness. Inclusions: Solids and liquids including aerosols / sprays, Fabric Fresheners, Electrical / Battery operated deodorizers. Exclusions: Skin deodorants / perfumes, Toilet Bowl Deodorizers, Car Perfumes, Refrigerator deodorizers, scented Disinfectants and household cleaners, Cistern fresheners, Incense sticks, Candles, Dish deodorizers, Fragrance Oil. Sub-Categories : Solids: Includes any products that can be described / observed as a solid non electrical tablet / block air freshen er, containing a concentrated scent, and specifically designed to remove odors and continuously fragrance the air. Liquids: Includes any products that can be described / observed as non electrical liquid, containing a concentra ted scent, and specifically designed to remove odors and continuously fragrance the air. Includes air fresheners in aerosol cans / sprays. Gels: Includes products that mitigate unpleasant odors in indoor spaces in a gel form. Electrical: Rechargeable electric air-freshener a device which is placed in a holder includes a case, a lid for closing the case, each provided with openings for the perfuming vapor from an aromatic substance, which, by means of temperature, releases aromatic essences it contains, situated inside the case. Conc. Sprays: A device which contains a refill placed into a dispenser which is neither electrical nor battery oper ated. By using a press mechanism of the dispenser, the fresh air is released from the refill fitted into the dispenser. Automatic Diffuser: A device is provided for regulating and diffusing fresh air introduced into rooms, notably rooms of dwellings and the device comprises a resilient strip positioned across a fresh air passage in an outer wall.
99 99 99 99
*Sales refers to the Total Revenue (MRP Unit 1 * No. of Units + MRP Unit 2 * No. of Units) Margins
**Volume Salience refers to the volume share of the different forms currently (if 100 units are sold, 23 are Aerosol, 20 Air-effects, 33 Car starter kit and 24 Car refills)
Hypermarkets Supermarkets Stand Alone Self Service Stores Large Stores Large Pharmacy Medium Pharmacy Small Stores Small Pharmacy Wholesale Stores CAR Accessory Stores
P&G Coverage: Refers to the total number of stores covered in the store category Avg. Monthly per store throughput: Refers to the per store revenue per month in that category for P&G overall. (Throughput = MRP Unit 1 * No. of Units + MRP Unit 2 * No. of Units. / Total number of stores in that category) Avg. Monthly per store throughput for Ambipur: Refers to the avg. Ambipur throughput per store in the category. (Throughput = MRP Ambipur Unit 1 * No. of Units + MRP Ambipur Unit 2 * No. of Units. / Total number of stores
* All imported products currently arrive at Chennai & then distributed * Lead Time is from Mfg location to nearest DC * Lead time of imported supply chain includes custom clearance time, stickering at CBW & transit to nearest Distribution Center
1 Piece 1 1 1 1
Wt in gm 10 15 300 300
Current Depot Wise Forecast (in '1000 pieces) Kolkata Guhati Cuttak Patna Ranchi Delhi Faridabad Jallandhar Jammu Jaipur Lucknow Chennai Hyderabad Cochin Bangalore Mumbai Goa Ahmedabad Indore
Car RF 15 5 5 3 5 20 15 10 5 5 10 33 15 30 25 45 10 10 15
Car ST 15 10 5 2 2 67 20 15 5 5 45 20 15 15 25 45 5 20 15
Base Aerosol 20 5 10 4 4 15 15 10 5 10 15 30 12 15 20 40 15 15 10
Air Effects 5 4 5 3 5 4 20 5 5 3 15 35 15 15 20 55 15 10 15
Key Deliverables
Take the category from an existing ~$20 Million to $100 Million over the next 3 years. Explode the Category! Take the Profit before Tax (PBT) from the existing percentage to 25% over the next 3 years.
To achieve this, we need to capture market share while exploding the Air Care Category in India
In order to help you streamline your execution of the glide-path to $100 Million, the Multi Functional Team has put forth the critical questions to answer in order to achieve the desired results. You may explore other areas as well which will help you achieve this target.
2. Marketing (MKT)
The most critical marketing deliverable is to move the category from Good to have products to Must have for both car and home categories in the mind of the Target Consumer. To achieve this, we need Marketing mix (4Ps i.e. Product, Price, Place and Promotion) Communication Strategy Consumer Insight - What is the consumer insight that should be the focus of communication & copy? Big Idea / concept Benefit Touch-points for execution of communication strategy What is the Communication Plan? o What is the consumer insight that should be the focus of communication & copy? o Insights on driving awareness, trial, consumption o What messages and closure claims should be there on different touch points? o What are the shopper insights that can help CBD ensure the right in-store execution in market? E.g. where should the product be placed on shelf beside which categories, what are the type of stores to target where shoppers will be more receptive, etc
Another opportunity that emerged with the merger of Ambipur into P&G portfolio was the unique channel for Ambipur CAR range- The car accessory / service stores which are a huge source of sale for Car fragrances. P&G tapped into this network via having specialized car sellers who cover these stores. What the needs of this channel are in terms of credit/margins etc and how does Ambipur benchmark versus them? What is the top unmet need for these stores from P&G? Currently P&G offers close to 28% margin and weekly credit to the top CAR stores. What are the promotions that this category should be doing to drive penetration and loyalty?
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