PRODUCT AND BRAND MANAGEMENT

Final Presentation

Submitted by:
Group 1
UM19078 Aditya Mishra
UM19081 Aiswarya Mohanty
UM19085 Akash Kumar
UM19090 Bipasha Pradhan
UM19093 Deeksha Mohapatra
UM19096 Glen Coutinho
 Introduction & Brand Brand Communication
Insights Brand Identity Brand Strategy Plan
Trends & Segmentation Positioning Architecture

ANT GROUP Introduction Existing Products

• ANT Group is an UP based company that has launched OM • Agarbattis in Flowers and Sandal combo
Agarbattis • Lobal fragrant Dhoop and Sambrani
• OM Agarbatti is being sold in local markets and aspired to
compete with bigger players like Cycle brand and Mangaldeep

Current Market Research Approach

• There are over 5,000 Incense sticks companies. Only 800 of
which are registered.
• Total of 34,000 sticks are to be consumed every year as of 2023
• Market size is Rs 7000 Crore with a CAGR of 15%
• Over 60% of the total addressable market for ANT could be the
Rural Population
• The industry is highly fragmented and unorganized.
• The production is driven by women cottage industry in most
places
• Major players in the Industry include companies like Cycle
brand and ITC- Mangaldeep
• Together they constitute of around 30% of the market share
• Items that can be considered as a substitute especially in Rural
area are Electric incense and diffusers
• Market research approach: Survey form was floated to
understand the incense sticks purchase behavior based on
• Age
• Occupation
• Purchase frequency
• Amount spent on Incense sticks monthly
• Preferred scent
• Other than Anonymous surveys of 25 respondents, 15
individuals were telephonically interviewed.
• The team took a Direct approach- Laddering technique in
conduction these depth interviews.
• Further to draw the perceptual map- Association technique
was used to understand consumer’s perception regarding
various brands
• The combined insights from the above are incorporated in the
solution

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 Introduction & Insights Brand Brand Communication
Brand Identity Brand Strategy Plan
Trends & Segmentation Positioning Architecture

Count of How often do you visit religious / Count of Age Count of Profession
spiritual centers?
14
12
10
8
6
4
2
0
Monthly
Never
Ocassionally
Weekly
Homemaker Service Student

> 40 18-28 29-40

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Introduction & Brand Communication
Insights Brand Positioning Brand Identity Brand Strategy
Brand Plan
Trends & Segmentation Architecture
Strategy

For the consumers who have spirituality at the heart of their daily lives
and who are seeking products that promise well being of their soul, Ant
group offers its range of aromatic budget and premium incense sticks
that are made with organic ingredients inspired by nature.

With an array of fragrances like Floral, Woody, Natural. Fresh, Herbal,

Perfume, Sweet, OM Agarbatti creates a mood of reverence during
prayers and are a value for money.

Tatva, in the premium segment lifts the senses by creating a low smoke
aesthetic ambience suitable for meditation and recreational activities.

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 Brand Brand Communication
Introduction & Insights Brand Identity Brand Strategy Plan
Trends & Segmentation Positioning Architecture

Premium Segment Budget Segment

Target Customers – Yoga centers, Tier 1 city Target Customers – Devotees, Housewives,
customers and e-commerce Tier 2/3 customers, etc.

Positioning – Pure freshness & Values you Positioning – Pocket friendly & Value for
can trust money

Tagline – Explore. Nurture. Inspire. Tagline – Serving your needs

Packaging - Premium Matt finish cardboard Packaging - Laminated Incense

boxes with colours like Gold, Silver and Sticks packaging pouches which sustain the
Black fragrance of the incense sticks in colours like
Green, Orange, Yellow, Pink etc.

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 Introduction & Brand Brand Communication
Insights Brand Identity Brand Strategy Plan
Trends & Segmentation Positioning Architecture
Distinctiveness
The Aroma Factory Short Term Strategy
Phool • The short term strategy for OM Agarbatti is recommended to
Simply Vedic increase the centrality of the product
Cycle
Iris • The price range of the product is reasonable to be expanded further
Patanjali
Zedd Black Mangaldeep in this category
• However, there is requirement to increase the volume of production
Centrality

Moksh • Expand the distribution across Uttar Pradesh and move to

neighboring regions like Bihar, Haryana, NCR etc.
OM Agarbatti • The northern Belt which contributes to one third of the total
Hari Darshan
demand in the country can be aimed for distribution
• Agarbatti can be availed in trending fragrances like Mogra, Champa,
Sandal etc.
• ANT group would have to pay attention towards the distribution of
the product and leverage local dealers for the same

Long Term Strategy

• ANT group is recommended to foray into premium range of incense sticks and other Aroma therapeutics products to
increase the distinctiveness of the brand
• Some of the products are: Diffuser, electric diffuser, Vapourizer, Smokeless Agarbatti, Potpurry, exotic range of
essential oils and Aromatic candles etc.
• ANT group can also leverage Government of India schemes such as MEIS( Merchandise exports from India Scheme)
& Market Development Assistance to market their products in other countries in Europe, Middle East and Africa
• Going ahead, Tatva can be manufactured in various other fragrances such as Oudh and Orientals which is at higher
demand in the Gulf regions.
• Further, Fruity and mild fragrance such as strawberry, vanilla, apple and even chocolate are trending in Europe
• The idea is to move from domestic Agarbatti industry to fragrance business 6
 Introduction & Brand Brand Communication
Insights Brand Identity Brand Strategy Plan
Trends & Segmentation Positioning Architecture

Variants of Fragrances Pricing and Packaging

• ANT group can explore some of the trending fragrances in India in • OM Agarbatti is affordable at the price of Rs.20 for 20 sticks
addition to Flowers, Loban and Sandal • Around 80– 100 sticks can be bundled for Rs50-65
• Variants in flowers Jasmine, Rose, Lavender, Champa and Mogra are • There are two types of bundling strategy for the monthly package
the trending floral fragrances that ANT can explore • Various fragrances can be bundled to be sold as monthly
• Earthy scents such as Patchouli, musk, variants of Sandalwood package at Rs70-85
• OM Agarbatti can also be launched by the name of famous religious • 100 sticks of the same fragrance at Rs65
center in the area
• Kashi Vishwanath
• Sarnath
• Janmabhoomi
• Prayag
• Sangam
• Braj Bhoomi
• These list of variants are to be distributed across the religious
centers for the devotees and the Temples

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 Introduction & Brand Brand Communication
Insights Brand Identity Brand Strategy Plan
Trends & Segmentation Positioning Architecture

Brand Architecture
ANT group came up with a Sub-branding strategy for launching The new premium brand Tatva can also be sub-branded under the parent
the brand “OM” which helped them to create a better market ANT brand. This strategy will help them to support their future expansion.
perception and acceptance.

If we look at the competitors in the segments mentioned i.e.

Tiranga or ITC, geographical and cultural branding are popular
norms in this industry. Both the branding strategies are very closely
related.
For example:
ITC’s Mangaldeep launched Lord Jagannatha themed agarbatti ANT’s OM Range ANT’s Tatva Range
during Ratha Yatra
The ingredients constituted of fragrances derived from favourite
offerings of the Lord – Neem Wood and Tulsi mala
Tatva different
essences/fragrances

Tatva customised for

OM Geographically different countries
customised packs
Range of Hand-made
OM Dhoopbattis products

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 Introduction & Brand Brand
Insights Brand Identity Brand Strategy Communication Plan
Trends & Segmentation Positioning Architecture

Communication Plan Channels for existing VFM products

Secondary research shows that advertising in local and vernacular Channels:

sources are the most preferred channels for communication in • Vernacular magazines
the segments that the “OM” brands is targeting • Local Newspapers
• Regional news TVCs
Customer Persona (Value for Money Segment) • Regional Radio segments
Geography: Rural, Tier 2 & 3 cities (India) • Women’s magazines
Income: Middle and Lower Income groups
Purchase Variables: fragrance, quality, cost, occasion and brand As previously suggested, the agarbatti launched in names of famous
name religious places and deities can be branded using the local news and radio
channels.
Small engagement contests can be organized on local radio channels
• Weekly contests - offering electrical appliances, or similar products to
winners

Channels for Premium Product “Tatva”

Canopy in Malls : These KIOSKs can keep scented papers chips with the
new range of fragrances that “Tatva” is offering. People can choose the
fragrance that they want to buy
Integrated brand communication strategy for national media, can also
include celebrity TVCs – Moksha agarbatti with Hema Malini in the national
TVCs
Hand-made ranges sold through D2C: Ads on Facebook, Instagram handles
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 References
https://www.adgully.com/bangalore-based-moksh-agarbatti-rolls-out-tvc-featuring-hema-malini-79594.html
https://m.economictimes.com/industry/cons-products/fmcg/branded-agarbatti-companies-rework-models-amid-slump/articleshow/73717737.cms
https://economictimes.indiatimes.com/topic/agarbatti
https://www.itcportal.com/media-centre/press-reports-content.aspx?id=566&type=C
https://www.businessinsider.in/growing-sales-of-chinese-agarbattis-is-not-appeasing-the-indian-government/articleshow/70893191.cms
https://www.thedollarbusiness.com/magazine/agarbattithe-sweet-scent-of-profits/45966
http://odishanewstune.com/2019/06/28/itc-offers-agarbatti-to-lord-jagannath-ahead-of-rath-yatra/
https://www.businesswire.com/news/home/20200423005353/en/India-Incense-Stick-Market-2020-to-2025---ResearchAndMarkets.com#:~:text=Th
e%20Indian%20agarbatti%20and%20dhoop,the%20trade%20deficit%20of%20India
.
https://www.financialexpress.com/industry/sme/msme-exim-import-duty-hike-in-bamboo-sticks-import-to-create-1-lakh-jobs-in-agarbatti-industry-
said-kvic/1988736/

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THANK YOU

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