STP and 4P Analysis

on incense stick
market BY GROUP 10

GAGAN

SUGANDHA

PRASANTH

WASIM

KRUTINATH

VIJAY

STP Analysis
Theists or Bhakt jan: Keeps on growing

1. Household purpose buyers

 Constitutes majority of consumers

 Daily consume and often buy packs on weekly or fortnight basis or buy at a time for a month

 They show high brand loyalty

2. Shopkeepers

 Constitutes 2nd largest portion

 Less brand loyal

 Priests , Church fathers

 Minor portion

 Consume large quantity

 More brand loyal

 Atheists

 Very minute segments

 Use for fragrance purpose

 Not that brand loyal

 Attracted to offers

 Shrinking segment

 Major segment in foreign countries

 Targeting
 Theists
 Old and middle class people
 Huge target segment
 Demand this product regularly for praising God
 This segment believes in culture and incense sticks has always been a part of our culture
 Upper middle class
 Religious and social gatherings
 Fragrance and freshness basis
 Look for exclusivity and brand
 Atheists
 Indian market not that great
 Foreign market is potentially high
 Fragrance is important to target them
 Material should be good
 Targeting through advertisements
 Freshening up the mood and environment
 POSITIONING
Cycle pure Agarbathies
 Tagline – “Prarthana ki Suddhata”
 Points of Parity –
1. Fairly priced
2. Online shopping available
 Point of Difference –
1. Also have presence in home
fragnances, air care, prayer
products and dhoop markets
2. Flagship product – cycle 3 in 1
agarbatti (amalgamation of love,
devotion, prosperity)
3. Custom Incense
Moksh Agarbatti
 Tagline – “Bhakti me laye shakti”
 Point of Parity –
1. affordable price and high quality
2. Online availability
 Point of difference –
1. Sell agarbattis,dhoop and have
35 different fragnances
2. Flagship product - swarna
champa agarbatti (made from
nagchampa flower known for its
pristine beauty and splendid smell.
4P Analysis

Product:
Brand Name: Shanthi agarbatti.
A few whiffs of Shanthi agarbatti offers peace and tranquillity through its soothing and succulent
fragrance ‘Shanthi’ simply means ‘peace’.The unique scent of Shanthi Incense Stick gives a pleasant
experience that touches your soul and connects you with your spiritual side.
Product Variety:
Types of Fragrances:
1. Sandal
2. Vanilla
3. Red Rose
4. Perfumic
Design:
Length of the sticks:
1. 20.32 cm
2. 32.42 cm
3. 48.64 cm
Burning Time of 6 hours, 10 hours and 14 hours.
Packaging:
Single pack:
Packaging type: Rectangular boxes
Number of Sticks: 12Nos
Combo pack:
Contains 10 packs of single pack.