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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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  • Number of pages: 2

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WHAT IS A LAYMAN'S FIRST THOUGHTS ABOUT CAR PERFUMES?

It would perhaps not be contended to assume that the average layman would not have the best of knowledge about the vast and varied cue about the world of car perfumes, it would certainly not be altogether wrong to bring to the froe another major discovery that car perfume industry has grown rapidly. Primarily marching ahead with the other consumer industries the car perfume manufacturer too have become one of the leading product manufacturing firms in the rat race of life style products marketing and manufacturing. The new sense of aesthetics and life style that continues to be closely booming in the case of the developing countries like India where there is a potential market to be captured. The major thought that is given is to leading life in a better way that involves almost anything and everything even the most mundane and very simple seeming things starting from getting a fancy head gear to new and cutting edge home appliances, there is just no end.

    But locomotives, especially the passenger car has been a personal favorite even for the average Indian when it comes to accessorizing.  There have been all the fancy little things at display from the brand new exclusive, stylish head lamps to the new and comfortable seat covers, new bold and beautiful alloy wheels, to the latest navigation gear and what not that so gives a stunning make over to the passenger car.

However when it is about styling, getting less is just not the norm so we can't stop the style wagon at just this so what the latest life style accessories store has in its kitty is a bottle, a magic bottle to be precise that makes your car smell of almost anything that you want: lavender, rose or exotic lemon grass just as about anything would work and be perfect.

THE CAR PERFUME MANUFACTURERS (PROMIENENT / KEY PLAYERS IN THE MARKET):

While car perfume varieties are very vast however in any producing filed what counts as essential is not the numerical strength of the firms, building consumer confidence can become at times a very hard task especially when it is about getting the right mix of market factors in their appropriate places, below are some highlights of a few market leaders in the category of car perfumes.

SERIAL NO: 1

BRAND NAME: GODREJ AER

PARENT FIRM: GODREJ COMPANIES PVT. LTD.

TYPE: LIFESTYLER ACCESSSORIES/CONSUMER DURABLES

MINIMUM RANGE OF COST: 180(INR) (REFILL PACK) (RANGE EXCEEDS THERE ON)

DESCRIPTION:  Perhaps one of the key names in the market at this point is godrej aer which in its most recent avatar has come up with a new gel technology which converts the erstwhile messy and hard to use fresheners from a liquid base to a solid base and this increases the convenience in use plus adds a new range of cutting edge technique to the entire range. Also one of the most delightful features that come along with it is that it has on a recent timeframe offered as many varieties from which the consumers can have their own pick. There are variants like: petal crush, blue surf and Fresh lush which are immensely popular.

OTHER FACTORS (PROS ANDCONS)

Also as far as concerns over its lasting capacity or durability is concerned it promises a 60 days durability which is long life span for any air freshener as available in the market, add to the list of factors which makes godrej aer one of the most consumer rated products in the market.

SERIAL NO; 2

PRODUCT NAME: AIR WICK CAR FRESHNER

PARENT FIRM: Reckitt Bneckiser

TYPE: LIFESTYLE ACCESSORIES/ CONSUMER DURABLES

MINIMUM MARKET PRICE: 140(INR0 AVERAGE AT CURRENT MARKET STATISTICS

DESCRIPTION: One of the first brands to gain immense consumer acceptability in India in the sphere of perfume especially in the variants of car and home perfumes was air wick which has been indomitable in the category of indoor and outdoor fragrance solutions. Air wick has made it big ever since it has introduced its out of the box techniques be it introducing air fresheners which could be automatically controlled with the click of a switch or to creating car perfumes that can be easily fitted on to the air vent with refills.

OTHER FACTORS(PROS AND CONS): price becomes a major factor in deciding the market acceptability and in this air wick outdoes almost any other brand in this category with an average price of a minor 140 rupees it becomes easy on the budget and thus it is one of the most preferred brands though one of the recent cons that have been added to the list of pros in this list is that air wick has not innovated much in the section of car perfumes some major improvements are expected soon on the horizon.

SERIAL NO: 3

PRODUCT NAME: AMBI PUR

PARENT COMPANY: P&G

TYPE: CONSUMER DURABLES/ LIFESTYLE PRODUCTS

MINIMUM MARKET PRICE: 249 (INR) (THIS IS AVERAGE BASED ON THE RECENT MARKET STATS)

DESCRIPTION: Ambipur uses the strategy of providing the customers with a unique and comfortable experience while aboard on a car and through one of its many illustrious ad campaigns it actually talks of enhancing the travelling experience thus giving a lifestyle angle to its marketability and thereby giving a smart hike to its user interface. But only smart and dot on point clever marketing strategies are not the only thing that it brags about. Like other P&G Products it too is full of innovations no wonder in the list of various car perfumes it has one which sports the fragrance of Vanilla! Its other variants and fragrances include: lime, mandarin oranges and even the more common place ones like lavender which we encounter on normally. It comes in the form of a “squarish pack” which can be very well fitted in the car air vent.

OTHER FACTORS (PROS AND CONS): these perfumes form cars generally have a longevity of 60 days which tallies with the life span of other rival products in the category like that by godrej however even Ambipur has not been able to excel much when it comes to producing out of the box products like the spill proof products by houses like godrej also much rework has to be done in sphere of looks of the product which can be enhanced.

SERIAL NO: 4

PRODUCT NAME: VHEELO CITY IN

PARENT COMPANY:

TYPE: CONSUMER DURABLES

MINIMUM MARKET PRICE: 199-399 rupees (As per the official site of the manufacturer)

DESCRIPTION: wheelocity is comparatively one of that is lesser heard brands though the range of products it caters to is much higher than all the other brand names which have featured. It specialized in what is termed as the organic car perfumes and today it is making a big entry into the segment of indoor and outdoor fragrance solutions in India. Mostly it is predominant in online marketing forums. In terms if creativity it perhaps excels all other brands by a big time margin when it cones say for example to using the very stylish and shining car clips that actually look like hair pins that can be place inside the car for a heavenly fragrance. Another of its innovative products is the car alloy wheel like shaped perfume that can be easily hung on the back view mirror in the car and it works its spell and is one of the most stylish perfumes for cars as available in the current market.

OTHER FACTORS/ PROS AND CONS:

    While style is a major factor what even is more interesting is its extremely affordable price range that make it almost a top choice in the market thus adding to the already hefty list of the pros as far as the cons are considered perhaps what comes forth is that it has not much of marketability as it is not well known thus marketing and advertising strategies have to be looked into.

SERIAL NO: 5

PRODUCT NAME: AERON CAR PERFUMES

PARENT FIRM: Aeron life style technology Pvt. Ltd.

MINIMUM MARKET PRICE: PRICE FOR 80 Gms (PASSION GEL) IS INR 425

DESCRIPTION: it comes with the scents of natural world with the promise to fill the interiors of your car with the lush and full of energy lively feel that is always wanted. Its variants like passion gel are extremely popular with the consumers and there are others to add to its variants too like there is an entire classic range with three famous products – the Aeron red , blue and the Aeron black which all come in the packs of 100ml each. However there is a new trendy and bubbly range which is all a hit with the customers it has new and exotic variants like: black crystal, lilac, bubble gum, apple and cinnamon etc. all these come in the convenient pack of 35 ml. with a total of 14 new and exciting fragrances the list widens what is interesting that they have fragrances which are pretty uncommon even to start with like for instance: black crystal, tutti frutti, coffee, spring bucket and melon. If it does not satisfy your quest for innovation wait for it as Aeron perhaps has something even more creative it has introduced in the market its car perfume which is made to relieve the car interior from the smell of tobacco products this is known as the anti tobacco range.

 PROS AND CONS:

While Aeron is commendable form its new and vast range what is striking is that these car perfumes only come in the form of ordinary and quite common sprays or bottles and they do not seem to bring to the consumer community options like plug in air fresheners or others high tech ones like the spill free air fresheners.  

QUICK TIPS:

• ALWAYS LOOK FOR THE DURABILITY OF THE AIR FRESHENERS

• LOOK FOR THE WAYS TO HANDLE IT , THE SPILL FREE AND THE ONES THAT CAN BE FITTED ON THE AIR VENT ARE BETTER THAN ONES WHICH ARE LIKE INDOOR AIR FRESHENERS AND COME IN A BOTTLE AS THEIR SMELL DIES OUT.

• ALWAYS SEE FOR THE MOST COMPATIBLE COMBOS AND THE FEASIBLE PRICE RANGES.

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