What is the Blue Ocean?

• High profit growth at low risk

• Product category not in existence today

• Untapped market demand

• Unknown market space

1
WHAT THE INDUSTRY OFFERS

Air Care Segment is Rs.134 crores

 *
Air Care Segment is 134 crores
• Solids – PDCB blocks
predominantly used in
Car
Bathrooms Freshners
PDCB, 46
• Room Fresheners – , 46 Crs,
Crs, 35%
Aerosols, Electrical 34%

Diffusers, Gels and

Automatic dispensers Room
Freshners
• Car Fresheners – Includes , 42 Crs,
AC diffusers and Non vent 31%
diffusers

PDCB – Para Di Chloro Benzene, Carcinogen, banned in

developed countries * Source – AC Nielsen Nov 08 (MAT)
 Competition Analysis
Brand Products Comments
Household Name in PDCB; Sales driven
Odonil PDCB, Aerosol through aggressive Retail schemes

Aerosol, Electric Launched in Jan 08, has gained 17% share

Diffuser, Gel and in aerosol by high margins, visibility,
Airwick Automatic diffuser promotions and media campaign
Aerosol, Electric Market Leader in Car Combi; Has able to
Diffuser and Car leverage above to push Aerosols. Introduced
Ambipur vent Diffuser Aroma Therapy range.
Market leader in Aerosol on account of high
Premium Aerosol retailer margin and WS distribution
Aerosol, Car Vent Sales affected on account of low brand
Glade Diffusers awareness and margins

• Odonil, Premium – Sales driven by retailer Margins

• Airwick – Differential offering with huge media spend
• Ambipur – Driving through image of Car Combi and lately
through Aroma therapy range