Distribution

Strategies of
EL-FRAGRANCIA
Name Reg No
Saumadeep Guharay 20PGDM069
Pratiksha Bothra 20PGDM072
Shouvik Dutta 20PGDM075
Sabujsree Siraj 20PGDM134
Soumyadeep Chatterjee 20PGDM135
Introduction
Revenue in the Deodorants segment amounts to US$427.4m in 2021. The
market is expected to grow annually by 9.63%

El Fragrancia is a brand of men and women grooming products and

marketed towards the young, female and male demographic.

Its products promise quality assurance as it undergoes dermatological testing

and hence consumers are assured of no side effects.

Unique and never heard of a product that is liquid based instead of typical
gas based guarantying at least twelve hundred sprays per single 200ml
bottle
Product Details

Packaging 30ml Plastic Box 90 ml Pet Bottle 200ml Glass Bottle

Price Rs. 49 Rs. 129 Rs. 299

Product • H20 based • Purely made out

• Ammonia free
Specifications • Gender neutral fragrance of organic extract

3
Product Features and USP
Product attributes and
benefits
Has a proprietary body-responsive
technology/ its inherent
components which don't results in
white marks on a bright clothing
material
Competitors
Twelve hundred sprays for 250 ml
variant.
More number of sprays as compared
to other available deodorants in the
market at a lower price.
Product price Product use and application
A refined and sophisticated Its unique active ingredients
French fragrance at an
will provide 24 hour
affordable price. protection against body odor.
VARIANTS

El fragrancia l’eau
with notes of monsoon musk
El fragrancia foret
with notes of tea tree extract

El fragrancia baie
with freshness of berries

El fragrancia lavande
with notes of lavender
SEGMENTATION OF El Fragrancia

• Occasions —
• Age : 18-40 years • Fashion regular occasion,
• Urban and Semi old. oriented special occasion,
Urban Cities. individuals. holiday occasion.
• Profession :
Mostly working • Outdoor • Benefits :
professionals oriented Personal Use or
individuals for Gifting
• Income : High who like to go Purposes.
disposable with the
income to afford trend.
a premium
brand.
TARGETING OF El Fragrancia

The primary target market is teenagers who are willing to take care of themselves and want to look nice and
clean.

El Fragrancia targets people from across all over India. People from specifically tier 1, tier 2 cities are targeted

People from all beliefs and values are targeted, individuals with trendy lifestyle would be targeted

Working professionals who are mostly exposed to sun for a longer duration
POSITIONING OF El Fragrancia

 A body spray that does not have any gas thus its perfume and power lasts longer.

 We believe in the concept of more quantity, low cost and best value.

 Utilizes a penetration pricing policy with reasonable prices to offer more value for money to
customers. (Less for more Products)

 Innovative packaging and catchy marketing.

 Organic and unique, adventurous variations of odor.

 Approachability
Perceptual Mapping HIGH PRICE

HIGH FRAGRANCE
LOW FRAGRANCE

LOW PRICE
Distribution Strategy OF El Fragrancia

1 2 3 4

Specialty Supermarkets Departmental Apparel stores

Stores Stores
Distribution Network Of El Fragrancia
FACTORY
FACTORY

Warehouse/
Warehouse/
CNF
CNF

CO.OP
SUPER CO.OP
SUPER STOCKIST STORES/DIRE
STOCKIST STOCKIST STORES/DIRE
STOCKIST CT
CT
SEMI-
URBAN
STOCKIST

WHOLESA RETAI WHOLESA RETAI

WHOLESA
LER RETAI
LER WHOLESA
LER RETAI
LER
LER LER LER LER

CONSUME
CONSUME
R
R