Professional Documents
Culture Documents
Cycle Agarbattis
Submitted by: Sunil Rao (36) Pallavi Srivastava (55) Mansi Patil (130) Vinay Singh (150) Akansha Raje (158)
Brand Elements
Name: Cycle Agarbatti Logo: A Cycle which symbolizes Quality. Tagline: Bhagwaan Hai" Graphics: Depiction of Gods in its packaging and print ads. Sounds: The brand also has few signature tunes to make sure that the brand has its presence in the minds of consumers. Scents: The agarbattis produce an exhilarating fragrance that tantalizes the senses and moves the soul.
Brand portfolio
Communications
Print Media: Bhagwaan hai which has come in regional languages like Malayalam, Gujrati, Kannad(Devaru iddarre), Marathi to cater to the varied target customers Radio: There are radio ads of the brand in different regional languages TV Commercials: Phir bhi dil hai Hindustani and Bhagwaan hai are few popular ads that are hit on TV Signature Tunes: The brand also has few signature tunes to make sure that the brand has its presence in the minds of consumers During the ICC Cricket World Cup they have launched the Pray for India campaign which was part of all their communications during that period.
DISTRIBUTION
Stick Maker Stick Sorter
R/M Suppliers
Agarbatti Roller
Sorting of Agarbatti
Packaging
Packaging Section
Agarbatti Perfumer
Perfume Industry
Transporter
Retailers
Customers
Pricing
BRAND
Cycle Agarbatti
PRICE
70 sticks MRP : Rs 30
Pricing
BRAND
Cycle Hexa Agarbatti
PRICE
MRP : Rs 10
Cycle 3 in 1 Agarbatti
30 gms MRP : Rs 10
Positioning
Cycle is positioned as a premium brand and differentiated from others in terms of packaging, advertisement campaigns and quality. Cycle agarbattis thrived in the market by continuous innovation in their packaging and fragrance. Cycle established their presence in the less attractive market as a brand by some effective campaigns emphasizing on quality and fragrance.
Competitor Analysis
ITC has launched Mangaldeep Agarbattis across a wide range of fragrances like Rose,Jasmine, Bouquet, Sandalwood, Madhur, Durbar, Tarangini, Anushri, Ananth and Mogra. Appropriately priced to appeal to a cross-section of consumers at various price segments. These agarbattis are available in innovative 'Fragrance-Locked' packaging. 'Fragrance locking' is a unique concept of packaging which retains the fragrance for a longer period and helps in "Completing the Purity of Prayer. First in the country to receive the ISO90002001certification for agarbatti making
Brand Image :
Pleasing fragrance Readily available Long lasting
Brand Mantra :
Innovation, variety and surprise for the customer
Judgements: Value for money Durability Performance: Creativity : Good Fragrance 3-in-1 pack Quality Cycle across all languages Distribution: Easy availability
Feelings: Warmth Self-respect Imagery: Innovative Product Differentiation : Variety Socially responsible Excellent packaging
Salience : Brand Awareness High Breadth : Pooja, Religious festivals, Gift to loved ones, Room freshner, Ayurveda, Spirituality High Depth : Top of the mind recall due to easy availability, quality
Major Issues
Agarbatti is a commodity Input costs are rising
Brand Strategies
SWOT ANALYSIS
STRENGTHS
Art of perfuming is well accustomed. Large labour base Exposure to Export markets No power requirement Aids to poverty elevating program Has a huge potential to generate employment Recognized under the handicraft sector Supports many allied activity of handicraft (Bamboo splitting, Paper tube making etc.) Support of Government departments , NGOs
WEAKNESSES
Decrease in raw material availability Lack of mutual trust Customer awareness is very low amongst low-end producers. Finance is not liberal since industry involves large working capital. Lack of innovations and experimenting skills to explore the new users & uses No progress in R&D Laws, acts etc. Poor living condition at bottom of the network
OPPORTUNITIES
Large export market potential. Scope for innovations and R&D Domestic market expanding Machine milled, hand rolled batties are having a competitive edge over machine made agarbattis Free trade regime can provide better raw materials for better price
THREATS
Global competition. Unethical practices at local level. Forest based raw material supply becoming scarce Mechanization
Mc Kinseys 7S Model
Mckinseys 7S Model
The 7s Framework of McKinsey is a management model that describes 7 factors to organize a company in a holistic and effective way
Mc Kinseys 7S Model
Application of 7s Model:
1. Structure:
The organization chart and accompanying baggage that show who reports to whom and how tasks are both divided and integrated. Since N.Ranga Rao & Sons is a private ltd company. The structure of the organization is democratic. Major decision however is taken is at top-level management of the company. 2. System: Quality always has been an integral part of the organization in all processes during product realization. Quality checks at vendor premises daily, is our norm for out-sourced processes. AWARENESS on the importance of quality and introduction of FORMAL methods for quality control and improvement has been an evolutionary development over 6 decades
Mc Kinseys 7S Model
3. Style: Style is one which top managers can use to bring about organization change. The reasons to support this are as follows: 1. Whenever important decision are to be made, the whole staff is allowed to participative in the decision making where by suggestions are sought and if found appropriate are accepted and implemented. 2. In N.Ranga Rao & Sons instead of Boss-Subordinate relationship among the employees of the organization, superior acts as a guide and facilitator for his subordinates.
1. The top management always encourages changes in the organization provided they happen to be always ready to cope with different situation.
Mc Kinseys 7S Model
4. Staff:
Employees are the functional unit of any organization The company contributes to the prosperity of the society as whole by providing equal opportunities to all The company provides training to get gainful, high performance employees. 1500 plus employees are working under N.R.Group in all over India. 5. Skill:
The qualified personnel with required skills and competency are recruited and selected for the required designation.
For example: for recruiting and selecting the manpower required by the Marketing department the criteria would be MBA (Marketing) and who have the capabilities and competencies to
handle the functioning of work smoothly.
Mc Kinseys 7S Model
6. Strategy: The strategies being adopted by the company: "FRAGRANCE WORLD, THE EXCLUSIVE RETAIL SHOWROOM: Fragrance World, the exclusive retail showroom of the Mysore based NR Group located on Dhanwantri road in Mysore city. Advertisement in a traditional and devotional way like Bhagawan hai, Devaru eddare Sponsoring Third umpire ship in International cricket matches Building bus stands in the Mysore city with colourful background of Cycle pure agarbattis posters
Mc Kinseys 7S Model
7. Shared values: The common feeling among the people in the N.Ranga Rao & Sons is that they are meeting the demands of the customers and fulfilling the expectations in the form of productions and its variability. The employee also have belief that they are giving at the best possible price to milk they procure from farmers. Value of NR Group: Honesty Discipline Transparency Cleanliness Total quality Self-reliance Co-operative free politics Respecting others opinions, emotions, thoughts, and feelings.
Place
Urban Areas Super Market, Retail Outlets, Kirana Shops, Pan Shops Rural Areas Haats, Kiranawala, Pan Shops, Door to Door selling
Social marketing Use 50paisa to 1 Rupee from sale of each packet for social
causes
Recommendations
1) Advertising can be done in all mediums like TV, Radio, and Magazines etc. On the whole effective advertising in the media is necessary. The advertisement should develop a purchase intension in the minds of the viewers. 2) To make the buyers more loyal towards the brand, give more discounts and offers have to be provided Example: If u can give a coupon inside the pack of Agarbatti, if ten coupons are collected one pack can be given free or any small gifts can be given. Such offers may develop a brand loyalty towards Cycle Pure. 3) Product proliferation: introduce the products with lots of variety, this will give the buyer more choice Example: Lia, Bansuri, Rhythm etc. 4) Offer sample packs to all outlets so that the product gains awareness.
Recommendations
5) Sample packs can also be given with some local magazines which are being sold. 6) The sticks must be more thick and The chemicals used in incense stick will not attach to the consumer hands 7) Many competitors are providing 1Rs and 2Rs packets with 4 or 6 sticks for a day use therefore company can grab that opportunity. 8) Company should give more important on quality because some of the incense sticks will not burn fully and in the middle itself it will off so company has improve on quality.