Submitted By

Section: B Group: 5
Distribution
Strategies for El Name
Saumadeep Guharay
Reg No
20PGDM069

Fragrancia Pratiksha Bothra

Shouvik Dutta
20PGDM072
20PGDM075
Sabujsree Siraj 20PGDM134
Soumyadeep Chatterjee 20PGDM135
INTRODUCTION
Hindustan Unilever is the market leader in deodorants, with 31.5% market share. Its flagship
product, Axe, is highly sought after by both middle and upper classes. Other brands under HUL
are Rexona and Dove.

The deodorant market, which was worth Rs 3,900 crore in 2019, shrunk by about Rs 102 crore in
2020

Lately, pocket perfumes have rose to popularity because they are convenient to carry around and
can be used on the go, therefore acting as one of the major drivers of the market

El Fragrancia is a brand of men and women grooming products and marketed towards the young,
female and male demographic.
Packaging
 30ml Plastic Box
 200ml Glass Bottle

Price
 Rs 60 – Plastic Box
 Rs 200 – Glass Bottle
 H20 based.
 Ammonia free.
Product Specifications
 Purely made out of organic extract.
 Gender neutral fragrance.
 Usability of more than 3 years.
VARIANTS
El fragrancia l’eau
with notes of monsoon musk

El fragrancia foret
with notes of tea tree extract

El fragrancia baie
with freshness of berries

El fragrancia lavande
with notes of lavender
Product Features and USP
Product attributes and
benefits
Has a proprietary body-responsive
technology/ its inherent
components which don't results in
white marks on a bright clothing
material
Competitors
Twelve hundred sprays for 250 ml
variant.
More number of sprays as compared
to other available deodorants in the
market at a lower price.
Product price Product use and application
A refined and sophisticated Its unique active ingredients
French fragrance at an
will provide 24 hour
affordable price. protection against body odor.
SEGMENTATION OF El Fragrancia

• Occasions —
• Age : 18-40 years • Fashion regular occasion,
• Urban and Semi old. oriented special occasion,
Urban Cities. individuals. holiday occasion.
• Profession :
Mostly working • Outdoor • Benefits :
professionals oriented Personal Use or
individuals for Gifting
• Income : High who like to go Purposes.
disposable with the
income to afford trend.
a premium
brand.
TARGETING OF El Fragrancia

The primary target market is teenagers who are willing to take care of themselves and want to look nice and
clean.

El Fragrancia targets people from across all over India. People from specifically tier 1, tier 2 cities are targeted

People from all beliefs and values are targeted, individuals with trendy lifestyle would be targeted

Working professionals who are mostly exposed to sun for a longer duration
 POSITIONING OF El Fragrancia

SPRAY MORE, FEEL GOOD MORE

 Perceptual Mapping
High Price

Low Fragrance High Fragrance

Low Price
Distribution FACTORY
Network Of El
Fragrancia Warehouse/
CNF

CO.OP
SUPER
STOCKIST STORES/DIREC
STOCKIST
T

SEMI-
URBAN
STOCKIST

WHOLESAL RETAIL WHOLESA RETAIL

ER ER LER ER

CONSUME
R
Distribution Network Of El Fragrancia