3M India:

Launching of
Air Filtrete
Problem Statement:

• 3M India has launched a new product, Air Filtrete, in the Indian

market.
• Initial response of the market has been slow until now.
• What should be 3Ms strategy to penetrate the market?
Case Facts:

• Increased air pollution in India has created a huge market for Air
Purifiers.
• 3M has introduced a cost effective solution to cater the market of
home air purification.
• 3M’s product can be used with existing ACs unlike solutions offered
by competitors.
SWOT ANALYSIS
 STRENGTHS  WEAKNESSES

 Easy to use  Seasonal usage-only in summers.

 Highly effective air purifying solution  Poor awareness among people.
 Requires no additional  Company’s policy of working with Optimal resource.
 No setup cost  High Installation cost.
 Highly affordable  High cost of training.
 Unique solution
 OPPURTUNITIES  THREATS

 Rising pollution in urban areas.  Low life of 1-3 months against much longer life of regular air-
 Increasing health consciousness among people. purifiers.
 First mover advantage with a low cost consumable product  Conflict of interest with many existing AC makers
 Well-known brand with established online & offline  High competition from local & global players catering the
distribution channels, offers increased customer reach same air purification market.
 Can be offered as an adjunct to AC by developing relationship 
with AC manufacturers.
 4 million new AC’s getting added every year
 Industrial/ Corporate offices can be explored
 Luxury car showroom
 Luxury hotels and SPA’s to be targeted
Recommendations:
• 3M can explore the possibility of self-installation of Filtrete by customers to eliminate high installation and
technician training costs. Installation process can be documented in the owner’s manual in easy steps.
• Other issues that customers face, can be explored via Survey or research and may be addressed with simple
solutions as above.
• Company should start a marketing campaign in major cities to address awareness issues. Short videos of
installation process can be released, if self-installation becomes possible.
• Team should leverage on its well established online & offline distribution channels to increase the customer reach.
• Tie-ups with AC manufactures can be further explored.
• Along with household team should explore new markets such as:
– Industrial/ Corporate offices
– Luxury car showrooms
– Luxury hotels and SPA’s
– Airport lounges and lavish restaurants.
Thank You