Phillips Air Purifier: (POD features)

1. Automatically sense pollutants in the air 1000 times per second and remove pollutants
800 times smaller than PM 2.5.
2. Clean Air Delivery Rate of 400 cubic meters per hour.
3. Speedy purification and superior filtration which assured consumers of a healthy
breathing environment.
4. Can be used using Alexa, Siri, etc.
5. Three-stage filtration removes 99.97% of indoor pollutants against smoke, dust,
bacteria, and 99.9% of viruses.
Target: Urban Households
Price: 17500 and 39995
Category: 3000i, 2000i, 1000- Different specifications to provide more choices to consumers
given the diverse needs, demographics, and lifestyles of the urban population
Positioned: Long-year necessity product and not a luxury product
Pitching by company: Demand for pure and healthy air all year round. Pitched to urban
consumers as a highly efficient product offering a speedy air purification solution with state
of art user interface that provided an effortless user experience.
Campaign: DOOH+AQI
No media advertisements instead created informative videos with tag lines- “Clean allergy-
free air in minutes” and “Breathe again with Phillips air purifier”.

Industry Overview:
6.8% volume growth in 2020 and expecting 6% CAGR until 2024
Key: Rapid Urbanisation and rise in per capita income from 126406 in 2019 to 135050 in
2020 drove demand for air treatment products- Air purifiers and cooling equipment

Threat: Unorganized and private label players led to fierce competition and availability of
extensive price-sensitive options for Indian customers

Major Players
Some of the major players in air purifier industry are:
 Honeywell International Inc. - 2015 - AirTouch - Range ₹11,490 to ₹35,990.
 Xiaomi Corporation - 2018 - starting price 6,499 - capturing ₹ the low-price air
purifier market.
 Dyson Limited - Dyson Pure Hot+Cool and Dyson Pure Cool Me - Range ₹25,900
and ₹55,900 - premium and trendy design offerings.
  Havells India Limited - 2019 - Freshia - Range ₹14,490 and ₹43,290 - five- to nine-
stage filtration process.
 Blueair - electrostatic charging and mechanical filtration process - starting price of
₹17,990 - strong distribution network to Hindustan Unilever
 Samsung India - starting price of ₹24,000 - three purification steps and dual-power
fans for the clean and powerful distribution of air.

Suggested Pricing: Competitive pricing and value-based pricing.

A value-based pricing strategy is when companies price their products or services based on
what the customer is willing to pay. Even if it can charge more for a product, the company
decides to set its prices based on customer interest and data. If used accurately, value-based
pricing can boost your customer sentiment and loyalty. It can also help you prioritize your
customers in other facets of your business, like marketing and service.