Marketing Management-II

Team assignment by-

Akanksha Jha-004
Lakshya Gupta-024
Sahil Agarwal-043
Vikas Tanwar-054
Introduction of the industry
• Burning of an incense stick is a common practice, not only in India,
but also in other parts of the world.
• The application of incense sticks is not only restricted to worship, it is
also used for meditation, yoga, and aromatherapy.
• According to the report of All India Agarbatti Manufacturing
Association (AIMA), incense sticks have a yearly turnover of Rs. 2000
crore with an annual growth rate of 20%.
Global Incense sticks market
• Currently, the global incense stick market is dominated by the USA,
Brazil, China, and India.
•  The Incense stick market has a CAGR (Compound Annual Growth
Rate) of  3.6%.
• India is one of the largest producers and exporters of Incense sticks.
•  There is also a high turnover in the incense stick market and that is
the  reason that draws the government's attention towards the sector.
Indian Incense stick market at a glance
• Incense stick market is dominated by Southern states, especially Tamil
Nadu and Karnataka.
• There is also a high turnover in the incense stick market and that is
the reason that draws the government's attention towards the sector.
• The sector also gives business opportunities to more than 8,00,000
family household workers.
• Incense stick is a Fast Moving Consumer Good (FMCH) item with a
good shelf life.
The market size of incense stick
• Indian incense stick provides jobs to more than 20 lakh people across
India. 80% of the  jobs are for women alone.
• The Indian incense stick is growing at a CAGR of 15% and it  will grow
exponentially, by reaching Rs.12000 crores in the upcoming five years.
• As per a report by All India Agarbatti Manufacturing Association
(AIMA), incense sticks have a  yearly turnover of Rs. 2000 crore with
an annual growth rate of 20%.
Leading Market players in Indian Incense
stick market
• is dominated by a few world-renowned companies that manufacture
incense sticks with different fragrances and types.
• Most of these companies are also involved in the manufacturing of
other incense products like Dhoop and cones.
• Following are the major players e.g. Cycle Agarbatti, Mangaldeep
Agarbatti, Haridarshan Agarbatti, Moksha Agarbatti.
New Product
• Dhaam and logo
Marketing plan of new product
Our Vision: 
• Dhaam Agarbatti aims to become an industry leader by fulfilling the
olfactory, cultural,  and religious needs of people.  
Our Mission:  
• To repurpose the waste coming from places of worship, and use
waste to create best  Agarbattis.  
Our USP 
• Over eight million tonnes of flowers used in temples are discarded in
rivers every year  in South Asia, carrying pesticide and chemicals with
them. Most people feel sorry about  the state of water bodies in
India. But, no one takes an initiative towards it. We will up  cycle floral
waste from temples, shrines, and wedding places to create premium 
fragrance-based products. 
Products under our new brand 
We will segment the market into Consumer, Corporate, and
Wholesalers, based on the  quantities sold. The primary products that
we will sell include: 
• 1. Incense stick 
• 2. Dhoop
• 3. Incense cones 
• 4. Perfume (Itar)
Our Value proposition
We believe that innovative solutions for sustainable development are the
need of the  hour. Our product is aimed at bringing triple bottom benefits.
Thus, by manufacturing  agarbatti from floral waste, we will offer
environmental, social, and financial  sustainability.  
• Environmental: As the agarbatti will be made up of floral waste from
temples,  shrines, and weddings. 
• Societal: we will employ women employees so that they can have a regular 
source of livelihood. 
• Financial: the agarbattis we will manufacture will be sustainable and
affordable in  cost.  
Goals
• Profitable solution to flower-cycling
• Organic incense-stick dipped in essential oil
• Multiple usage
• Increase sales
• High level of customer satisfaction
• Better supply chain management
• Marketing innovation
Market segmentation
• Demographic segmentation
• Behavioral segmentation
• Geographic Segmentation
• Psychographic Segmentation
4Ps of Marketing
• product strategy
• Pricing strategy
• Place/distribution strategy
• Promotion/marketing strategy
Pricing Strategy
• Regular incense stick: small packets (affordable)
• Premium incense stick (Premium range)
• Gifting incense stick
Promotion Strategy
• The women employees from our brand will be our brand ambassadors. We will  put
our message across about the employment and empowerment of women.  
• The product promotion will focus on environmental and societal sustainability.  
• Advertisement of Dhoop agarbatti will be done mostly through online platforms  like
Facebook, Instagram, and YouTube.  
• We will use Influencer marketing as one of the promotional tools. We will  Contact
YouTubers and gamers to promote our products.  
• Other promotional strategies are discounts to attract customers; there is a gifting 
option for selected customers on different festivals as Indians are always excited 
about festival offers.
Dashboard
• Dashboard main charts add kar dena
Thank you