MBA

IA-1 Sem 1 2023-2025

Case – Undertaking Marketing Research for Low-income consumers in India: A Firmenich
Initiative

Presented by:
Md Abid Ali (23GSOB2011043)
Presented to: Md Azharuddin (23GSOB2011196)
Md Matiur Rahman (23GSOB2011042)
Prof. Dr. Subrato Ganguly Sir Mohit Kumar (23GSOB2010581)
Naina Mishra (23GSOB2010711)
 Content
Introduction
Overview of Firmenich
Marketing Strategies
Challenges
Outcomes & Solutions
Questions
Introduction
 Formerly – Chuit & Naef
 Founders – Philippe Chuit & Martin Naef
 Industry – Flavours, fragrances, ingredients
 Founded – 1895; 128 years ago
 Headquarter – Geneva, Switzerland
 Revenue – ₮4.3 billion (Fiscal year 2021)

Firmenich is a Swiss fragrance company that operate Globally & is involved in creating a wide
range of products including food beverage flavours and perfumes.
A Global leader in fragrance and flavour creation, recognised an untapped market opportunity in
India by Catering Low-income Consumers. This initiative aimed to Create affordable and
culturally relevant products, particularly fragrances and flavours, to meet the unique needs of this
demographic.
Overview of firmenich
• Firmenich operates through three distinct divisios :

i. Perfumery
ii. Flavours
iii. Ingredients.

• Global Reach:Firmenich has a strong global presence, operating in 64

countries. It employs over 6,000 people and consistently ranks among
the top 5 companies in the fragrance and flavor industry.

• Firmenich stands as a key player in the fragrance and flavor industry,

known for its global reach, financial success, commitment to
sustainability, and innovative business practices.
 Marketing Strategies

Market research initiavtives

Sustainability focus

Client collaboration
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Global market expansion o ve
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“4Gs”
Corporate social responsibility
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 Challenges
Low Literacy & Respond Difficulties

 Lack of Reliable Secondary data

 Holistic Consumer Responses

 Trust & Mistrust Issues

 Cultural Sensitivity
 Outcomes & Solutions
 Innovative Methodology

 Local collaboration

 Training & Employment Opportunities

 Consumer Empowerment

 Cultural Understanding & Reduced Gap

 Positive Impact on Multiple Fronts

 Questions

1. Explain the Critique the Concept of BoP

2. Differentiate between traditional marketing research and

marketing research for BoP, and recommend your strategy for
improving the effectiveness of the research for BoP

3. In what ways has the BoP concept helped the local economy,
and how has Firmenich's study contributed towards the same?

4. Discuss the salient features of emerging markets.