MARKETING

MANAGEMENT

PRODUCT:
FLAMELESS LIGHTER

Submitted By:
Komal Bajaj (18BSP1674)
Muskan Gupta (18BSP1751)
Naman Chittlangia (18BSP1756)
Tania Bansal (18BSP2108)
Nilansh (18BSP1779)
Swati (18BSP2105)

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 GO
FLAMELESS

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 INDEX

S.No. TOPIC Page No.

1. Executive summary

2. Market summary

3. Market Demographics

4. Market Trend

5. Market Growth

6. Market Needs

7. Competitor Analysis

8. Product and service offered

9. Key success factors

10. Marketing objective

11. Research Approach

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Executive summary
Anyone who has been banished to an unprotected outdoor smoking area – or has had to start a fire in
inclement weather – knows how difficult the task can be.

Matches, of course, are no match for strong winds and heavy rain. Disposable lighters aren’t much
better, and even the most trustworthy Zippo isn’t going to stand up to a downpour or a heavy wind
gust. The reason is obvious: they all generate small flames, which will always lose the battle to water
and wind.

In order to reliably light a cigarette or start a fire in bad weather, or even when hit by an unexpected
blast of wind, the solution is going flameless. Years ago, that could require spending a lot of money.
But modern flameless lighters are readily available and surprisingly inexpensive.

How Do Flameless Lighters Work?

Before we discuss the mechanics of flameless lighters, it’s instructive to consider how
they don’t work. They don’t use fuels like gas or lighter fluid. They don’t have the flint or similar
material required to create a spark. And, as you could tell by their name, they don’t generate a flame
at all.
How does a flameless lighter work if there’s no spark, no fuel and no flame? It generates electricity,
through a method first discovered more than a century ago.

Power comes from a small battery, an electromagnetic field is created, and tiny plasma
arcs of electricity jump between contacts. That’s why they’re also called electric or arc
lighters.
There’s very low current in the plasma arcs so you won’t be shocked by them. You simply touch
them to the tip of your cigarette and – presto! – you have a lighter that functions even in heavy wind
or rain. You also have a lighter that weighs a lot less than a Zippo or expensive designer lighter,
since there’s no fuel stored inside.

Some flameless lighters produce a single arc of electricity, while others (which usually cost a bit
more) produce arcs that cross in the form of a glowing “X”. The double arcs look extremely cool, but
more importantly, they’re even more dependable in the midst of a storm.

Pros and Cons of Flameless Lighters

Since flameless lighters don’t require fuel, you don’t have to fuss with messy lighter fluid or
repeatedly fill them with smelly butane gas, and there’s no chance the lighter will run out of fuel
when you’re far from home. All you have to do is recharge your lighter for a couple of hours via a
USB cable and the average charge lasts for 100-300 uses, the equivalent of 5-15 packs of cigarettes.
Flameless lighters also give you a clean light-up without the butane or sulfur sensation common with
fueled lighters or matches, there’s no time spent on maintenance or replacing flints, and they’ll easily
fit into a small pocket or clutch purse.

Some might see the price of a flameless lighter as a disadvantage, but the slightly-higher price of an
arc lighter can be misleading. First, they’re not really that expensive; you’ll pay a lot more for a
designer lighter or nice Zippo. Second, they’ll last much longer than that pack of disposables you

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pick up at the drugstore. If you regularly depend on throwaway lighters, you’ll end up spending
much more on them than you will on a single flameless lighter. Finally, there’s no “extra” cost
associated with an electric lighter, since you never have to buy fuel or flints. In truth, flameless
lighters are a bargain.
Other perceived disadvantages truly are negatives, but small ones. The arcs usually aren’t wide
enough to properly light a large cigar and the electric arc creates a slight hiss or whine when you
flick the lighter. Finally, when the battery will no longer take a charge, the lighter has to be thrown
away. You’ll certainly have gotten your money’s worth, though.

Market Summary-Target Market of Pocket e-lighters

Global Pocket Lighters Market: Growing Focus on Consumer Safety

Being handy in nature, pocket lighters are becoming a key part of daily used items for consumers
worldwide. Their usability is beyond lighting a cigarette as these pocket lighters are becoming life
savers for people stuck in critical situations. Key manufacturers of pocket lighters are increasing the
attractiveness of their products by introducing new designs and advanced features. In the coming
years, a range of pocket lighters are expected to be technologically advanced that are high on
consumer safety.
Transparency Market Research foresees the global market for pocket e-lighters to reach a value of
nearly US$ 7.4 billion by the end of 2026. The report also assesses that the global pocket lighters
market will expand at a nascent 2.9% CAGR in terms of value over the forecast period, 2017-2026.
Increasing number of individuals adopting smoking habits continues to directly influence the sales of
pocket e-lighters across the globe. In the recent past, usage of pocket lighters has leaped beyond
lighting cigarettes; consumers are carrying them on daily basis for serving several purposes that
require heating up or flames. In the future, pocket lighters will become a common product used on
daily basis.

TARGET AUDIENCE:
1. Professional Audience: There are approximately 120 million smokers in India. According to
the World Health Organization (WHO), India is home to 12% of the world's smokers.
According to a 2002 WHO estimate, 30% of adult males in India smoke.People with heavy
work load tend to smoke a lot. So, it can be of great use to them as it has a longer durability
and it’ll add a classy look to their personality.

2. People using survival kits: One of the best tools to carry in a survival kit is a pocket e-
lighter. In a survival situation, why would anyone go through the hassle of using matches, the
most convenient way to start the fires will be using a pocket e-lighter. Mountaineers,
adventurers, travelers etc. can use these lighters easily to survive in crucial situations.

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Market Demographics

India is the 2nd most populous country in the world with 1,355,185,723 number of people (male-
51.81% and female-48.19%) and the growth rate per year is 1.11%. It has 33.2% of urban population
(449,945,237). The median age of the population is 27 years.
McKinsey Global Institute has divided Indian population into five economic classes: Deprived
households who have an annual disposable income of less than Rs. 90,000; Aspirers who have an
annual disposable income in the range of Rs. 90,000 to Rs. 199,000; Seekers who have an annual
disposable income of Rs. 200,000 to Rs. 499,000; Strivers who have an annual disposable income of
Rs. 500,000 to Rs. 9,999,000 and Global Indians who have an annual disposable income in excess of
Rs. 1,000,000.
India is home to 12% of the world’s smokers with approx. 120 million smokers. It includes approx.
13 million women smokers. A male smokes an average of 6.1 cigarettes a day and a female smokes
an average of 7 cigarettes a day. 1.7 million male smokers are increasing each year.
Cigarettes are priced around 10-15 Rs. per stick. If a person smokes 5 cigarettes a day, he spends
60Rs. Daily and 1,800Rs monthly. The average age of smokers in India is 15-69 years.

SWOT analysis

Strengths
 Don’t require fuel
 Windproof
 After charging the lighter for couple of hours, it lasts for approx. 100-300 uses.
 No time spent on maintenance or replacing flints.
 Can be carried in flights

Weaknesses
 Lighting surface is pretty small
 High pitch sound
 Expensive

Opportunities
 Home e-lighters
 Product as new to Indian market due to which lots of scope to grow.
 Adventure travelers and working people would like to acquiesce this product

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 Threats
 Competitors
 Product may niche market

MARKET TRENDS (EXTERNAL ENVIRONMENT ANALYSIS)

Changes are inevitable and at every stage, we require changes and advancement in every
field. If we talk about the technological aspects, all the technologies are being evolved a lot.
The way we commute to the way we eat, everything is evolved. But if we talk about the
lighters, they are still the same and this is the high time for the evolution. Thus, we are
coming with the innovation in such a small part of our life i.e. lighting whether it is a
cigarette or a bonfire.
In order to analyze the factors that have an impact on the product, we need to conduct
PESTLE analysis.
Political: talking about the political aspect, there are no rules and regulations on lighter
manufacturing till date as all the lighters as imported from china. China is the leader in
lighter manufacturing. So, we will be considering the rule and regulations accordingly if the
government implies any.
Social: The main targets on which we are focusing are the working professionals who
smoke and the travellers. Thus if we talk about the social factor, the product is very catchy
and can attract a large group. The product belongs to a niche market and can attract people
who are willing to spend a decent amount for a lighter.
Technological: We are using Li-Ion batteries, elements and two way switches.
Environmental: We are using renewable source of energy instead of fuel which releases
harmful gas. Due to this the lighter is much safer than the previous ones.

MARKET GROWTH

The market for cigarette lighters is driven primarily by the availability of a wide variety of cigarette
lighters in the market such as Flameless lighters , short flame lighters, torch flame lighters,
refillable lighters, wind and splash proof lighters, etc. Moreover, manufacturers are also
introducing exclusively designed cigarette lighters for the urban and elite class. Owing to this, the
market is further expected to reach a value of around US$ 7 Billion by 2022.

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In 2017, more than US$ 4 billion worth of flint cigarette lighters were sold across the global pocket
lighters market. Being the initial stage of product innovation in pocket lighters, flint cigarette lighters
will continue to be sold widely for their conventional usage and refilling convenience that extends their
service life. However, presence of pressurized gas increases the risk factors of exploding for flint
lighters. Between 2017 and 2026, the share of flint cigarette lighters on global pocket lighters market
value is pegged to incur a dip of more than 2%. Flameless cigarette lighters, on the other hand, are
expected to be in great demand in the coming years. By the end of 2026, more than US$ 2 billion worth
of Flameless cigarette lighters are expected to be sold across the globe. Longer service life of these
pocket lighters will drive their sales in the global market, reflecting a value CAGR higher than that of
flint cigarette lighters.

In growth strategies , PRODUCT DEVELOPMENT strategy is used for the flameless lighter. These
strategies modify existing products. Product Development strategies enhance sale through new

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products/services. An organization that already has a market for its products might try and follow a
strategy of developing additional products, aimed at its current market.

MARKET NEEDS

 ONE TIME INVESTMENT :

A flameless lighter may cost you three times the amount you’d pay for a small pack of disposable
lighters, but you won’t be throwing that one out or losing it every three days. The price of a gas
lighter will usually be in the same ballpark as an electric model, but who wants to waste time
carefully loading a lighter with lighter fluid or butane – and then cleaning up the mess afterward?
It’s time to put a flameless lighter into your life.

 100% ELECTRIC AND RECHARGEABLE :

An electric lighter is lighter than a traditional one, because there’s no gas or fuel stored inside. It’s
powered by a very light, rechargeable battery.

 NO BUTANE , NO CHEMICALS :
No lighter fluid or gas means there’s no mess or disgusting smell, no “cigarette lighter taste” after
you light up, and you don’t have to worry about away from the kitchen cabinet where you store the
fuel when your lighter dies. Most flameless lighters have enough sparks to last for an entire day, so
you just have to plug it in at night, and it’s ready to go the next day. This lighter is also safer,
because there’s no combustible material inside and no flame to accidentally set a fire.

 WINDPROOF :
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This lighter is flameless, using a plasma arc for lighting up a cigarette or just about anything else.
This is actually quite a plus, and not only for people who want to light up a cigarette during a windy
day. An arc lighter can be extremely handy if you need to quickly start a campfire during a hiking
trip, if the weather is not exactly friendly.

Products and services to be offered

 Pocket e-lighters
These lighters are easy to carry. You can fit this lighter in your pocket itself and carry it
anywhere . These lighters are compact in size which makes them handy and convenient to
use. Unlike other lighters you can carry these lighters even in flights.
These lights are easy to use as by using it you can light the things even in heavy winds. You
can use it in any angle even in 360 degree as it is flameless and it do not flare-up. It can be
light upto 300 times after charging it for once. It have rechargeable lithium-ion battery.

These lighters comes in three variant:-

1. Basic e-lighter ( INR 200)
2. Custom image e-lighter( INR 400)
3. Engraved name and custom flame colour e-lighter
( INR 1000)

Key Success Factors

 You don’t need to look for the covered places in bad weather to light a cigarette because the
lighter is flameless. It can be easily stand up to a downpour or a heavy wind gust.
 These lighters don’t use gas or lighter fluid, but batteries which are rechargeable and can be
used 100-300 times after recharging once. Unlike other disposable lighters it can be used
many a times and hence worth money.
 It can also be carried in flights because it is an electric lighter and can be recharged via a
USB cable.
 It is beneficial for mountaineers also who need to light woods while their journey and also for
those who love to do camping, hiking, trekking, etc.

MARKETING OBJECTIVES

 Increase sales

 Build brand awareness

 Grow market share

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 Launch new products or services

 Target new customers

 Enter new markets internationally or locally

 Improve stakeholder relations

 Enhance customer relationships

 Improve internal communications

 Increase profit

Research Approach
In order to conduct the research, we are using qualitative research approach. We have conducted
questionnaire in our pilot phase to understand the relevance of the product. Below are the pie charts
explaining the questionnaire conducted.

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