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    STP and 4P Analysis On Incense Stick Market: by Group 10 Gagan Sugandha Prasanth Wasim Krutinath Vijay

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    Prasanth Gowdaperu
    This document provides an STP (Segmentation, Targeting, Positioning) and 4P (Product, Price, Place, Promotion) analysis of the incense stick market. It segments consumers into those who are religious (theists) and non-religious (atheists). The theist segment is further divided into household buyers, shopkeepers, and priests. The document recommends targeting older, middle-class theists who regularly use incense sticks for religious rituals, as well as upper middle-class consumers interested in fragrance and exclusivity. It also suggests potentially targeting the atheist segment in foreign markets more interested in fragrance. The document analyzes the positioning and flagship products of two competing incense stick

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    STP and 4P Analysis On Incense Stick Market: by Group 10 Gagan Sugandha Prasanth Wasim Krutinath Vijay

    Uploaded by

    Prasanth Gowdaperu
    726 views5 pages
    This document provides an STP (Segmentation, Targeting, Positioning) and 4P (Product, Price, Place, Promotion) analysis of the incense stick market. It segments consumers into those who are religious (theists) and non-religious (atheists). The theist segment is further divided into household buyers, shopkeepers, and priests. The document recommends targeting older, middle-class theists who regularly use incense sticks for religious rituals, as well as upper middle-class consumers interested in fragrance and exclusivity. It also suggests potentially targeting the atheist segment in foreign markets more interested in fragrance. The document analyzes the positioning and flagship products of two competing incense stick

    Original Description:

    Comparison of the top two brands in Incense stick market in India.

    Original Title

    Mm

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    This document provides an STP (Segmentation, Targeting, Positioning) and 4P (Product, Price, Place, Promotion) analysis of the incense stick market. It segments consumers into those who are religious (theists) and non-religious (atheists). The theist segment is further divided into household buyers, shopkeepers, and priests. The document recommends targeting older, middle-class theists who regularly use incense sticks for religious rituals, as well as upper middle-class consumers interested in fragrance and exclusivity. It also suggests potentially targeting the atheist segment in foreign markets more interested in fragrance. The document analyzes the positioning and flagship products of two competing incense stick

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    726 views5 pages

    STP and 4P Analysis On Incense Stick Market: by Group 10 Gagan Sugandha Prasanth Wasim Krutinath Vijay

    Uploaded by

    Prasanth Gowdaperu
    This document provides an STP (Segmentation, Targeting, Positioning) and 4P (Product, Price, Place, Promotion) analysis of the incense stick market. It segments consumers into those who are religious (theists) and non-religious (atheists). The theist segment is further divided into household buyers, shopkeepers, and priests. The document recommends targeting older, middle-class theists who regularly use incense sticks for religious rituals, as well as upper middle-class consumers interested in fragrance and exclusivity. It also suggests potentially targeting the atheist segment in foreign markets more interested in fragrance. The document analyzes the positioning and flagship products of two competing incense stick

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    © All Rights Reserved
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    STP and 4P Analysis

    on incense stick
    market BY GROUP 10

    GAGAN

    SUGANDHA

    PRASANTH

    WASIM

    KRUTINATH

    VIJAY

    STP Analysis
    Theists or Bhakt jan: Keeps on growing

    1. Household purpose buyers

     Constitutes majority of consumers

     Daily consume and often buy packs on weekly or fortnight basis or buy at a time for a month

     They show high brand loyalty

    2. Shopkeepers

     Constitutes 2nd largest portion

     Less brand loyal

     Priests , Church fathers

     Minor portion

     Consume large quantity

     More brand loyal

     Atheists

     Very minute segments

     Use for fragrance purpose

     Not that brand loyal

     Attracted to offers

     Shrinking segment

     Major segment in foreign countries


    Targeting
     Theists
     Old and middle class people
     Huge target segment
     Demand this product regularly for praising God
     This segment believes in culture and incense sticks has always been a part of our culture
     Upper middle class
     Religious and social gatherings
     Fragrance and freshness basis
     Look for exclusivity and brand
     Atheists
     Indian market not that great
     Foreign market is potentially high
     Fragrance is important to target them
     Material should be good
     Targeting through advertisements
     Freshening up the mood and environment
    POSITIONING
    Cycle pure Agarbathies Moksh Agarbatti
     Tagline – “Prarthana ki Suddhata”  Tagline – “Bhakti me laye shakti”
     Points of Parity –  Point of Parity –
    1. Fairly priced 1. affordable price and high quality
    2. Online shopping available 2. Online availability
     Point of Difference –  Point of difference –
    1. Also have presence in home 1. Sell agarbattis,dhoop and have
    fragnances, air care, prayer 35 different fragnances
    products and dhoop markets
    2. Flagship product - swarna
    2. Flagship product – cycle 3 in 1 champa agarbatti (made from
    agarbatti (amalgamation of love, nagchampa flower known for its
    devotion, prosperity) pristine beauty and splendid smell.
    3. Custom Incense
    4P Analysis

    Product:
    Brand Name: Shanthi agarbatti.
    A few whiffs of Shanthi agarbatti offers peace and tranquillity through its soothing and succulent
    fragrance ‘Shanthi’ simply means ‘peace’.The unique scent of Shanthi Incense Stick gives a pleasant
    experience that touches your soul and connects you with your spiritual side.
    Product Variety:
    Types of Fragrances:
    1. Sandal
    2. Vanilla
    3. Red Rose
    4. Perfumic
    Design:
    Length of the sticks:
    1. 20.32 cm
    2. 32.42 cm
    3. 48.64 cm
    Burning Time of 6 hours, 10 hours and 14 hours.
    Packaging:
    Single pack:
    Packaging type: Rectangular boxes
    Number of Sticks: 12Nos
    Combo pack:
    Contains 10 packs of single pack.

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