El Fragrancia

About the Product:

El Fragrancia is a brand of women grooming products and marketed towards the
young, female and male demographic. The product is inspired by a brand of
Unilever, Impulse. The lead product of El Fragrancia is the fragranced aerosol
deodorant body spray. It has been launched with the aim of worldwide expansion
as a “Unisex Deoderant” brand.
The Main USP of El Fragrancia is that it lasts longer compared to other
deodorants in the consumer market. The brand offers several variants of
deodorants to its customers and is available for both men and women.

The brand guarantees at least twelve hundred sprays per single bottle, which is a
huge achievement. When the deodorant market was flooded with similar types
of products El Fragrancia comes up with a unique and never heard of a product that
ia liquid based instead of typical gas based. Its products promise quality
assurance as it undergoes dermatological testing and hence consumers are
assured of no side effects.

As the brand offers an FMCG product it does not need an exclusive outlet for
selling purposes. Its distribution network includes services of manufacturers,
C&F agents, distributors, and retailers. El Fragrancia products are easily
available at corner shops, grocery stores, malls, hypermarkets, and supermarkets.

El Fragrancia aims to be that brand in India that targets both men and women with
separate products. The brand positions itself as a body spray that does not have any
gas and thus its perfume and power last much longer. El Fragrancia is also meant
for fashion-conscious people who are outdoor-oriented and trendy. The creators
believe in the concept of more quantity, low cost, and best value.

El Frgrancia focusses uponn the young generation from middle and upper
middle class belonging to urban cities as its target customers. The brand adopts
a penetration pricing policy and has kept its price reasonable and affordable so
that it can capture further markets. The brand has differentiated value
proposition and promises to offer more value for money to its customers. It shall
be kept in mind that such a product faces stiff competition from several rival
brands.

USP: Doesn’t get blown away like other deodorants, lasts longer.

 Segmentation: People who are willing to try new products, People with
sensitive skin, Outdoor-oriented, Fashion oriented, Trendy
 Target: Young urban upper middle class
 Positioning: A body spray without gas which hence lasts longer

STRENGTH WEAKNESS

 Body Spray without gas which  Only an urban market

lasts longer
 Skin Sensitive Product, Ammonia
Free
 Different packaging for the use of
usage.
 Good distribution, Promotions and
campaigns for luring customers
 Unique selling proposition of
having more spray liquid
phenomenon
 High pricing reduces the target
market
 Fogg, being a rival competitor in
this industry owns majority of the
market share thus indicating
intensely high level of
competition.

OPPORTUNITY COST

 Coming up with Limited Edition  Deodorants sales are seasonal.

fragrances
 Tie up with hotel chains and large
organizations like gym chains etc
 Collaborate with sports
organisations like Manchester
United, Chelsea etc.
Maximum sales happen in the
summer months

Competition from Premium
Segment Deodorants like Fogg,
Burberry, Body Shop

4 Ps of El Fragrancia: