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FRAGMATIC
SMELL ONLY GOOD
PHASE-3
GROUP 5
M18-138 PRATIK S BANG
M18-161 ROMI ADARSH
M18-165 SABA KHAN
M18-218 UDIT AGARWAL
M18-229 VISHAL SOMANI
M18-234 YASH BHARADWAJ
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FRAGMATIC SMELL ONLY GOOD 2
EXECUTIVE SUMMARY
India, a South Asian nation, is the seventh-largest country
by area, the second-most populous country with over
1.33 billion people, and the most populous democracy in
the world. India boasts of an immensely rich cultural
heritage including numerous languages, traditions and
people. The country holds a huge population, mostly
comprising the youth, is a strong driver for demand and
an ample source of manpower. The FMCG sector in India
generated revenues worth USD 49 billion in 2016.
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VALUES, BENIFTITS
AND ATTRIBUTES
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CUSTOMER VALUES:
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Convinient to use,
VALUE
replace and maintain
Freshness maintained
throughout the day BENEFIT C
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The three main competitors in Room freshener industry are INDIRECT AND POTENTIAL COMPETITORS:
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Godrej Aer
Customer Importance Well
Efficient Good
Required Rank Funded Advertising
Manufacturing Distribution
Benefits/values R&D
1 *YYY
ODOUR
2 YN
LASTINGNESS
3 *YYY
ANTI-MICROBIAL
4 YYN
CONVINENCE
5 YN
PRICE
6 *YYN
FRAGRANCE TYPE
7 YN
AVAILABILITY
8 YN
PACKAGING
Ambi Pur
Customer Importance Well
Efficient Good
Required Rank Funded Advertising
Manufacturing Distribution
Benefits/values R&D
ODOUR 1 *YYY
LASTINGNESS 2 YYN
ANTI-MICROBIAL 3 *YYY
CONVINENCE 4 YN
PRICE 5 YYN
AVAILABILITY 7 YYN
PACKAGING 8 YYN
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FRAGMATIC SMELL ONLY GOOD 9