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ANT Group Pooja Samagri: To Understand The Current Market Situation of ANT Group To Form A Market Strategy

This document analyzes the market for ANT Group's incense sticks. It identifies key consumer segments as religious people, priests, and housewives in both urban and rural areas across India. The target consumer group is between 15-55 years old. Incense sticks are used for religious ceremonies, meditation, and creating atmospheres. The market is split 61% rural and 39% urban. The document recommends positioning ANT Group's incense sticks as affordable, quality products for spiritual and prayer uses. It identifies low prices, organic materials, and variety of fragrances as advantages over competitors.

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Anubhav Patnaik
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149 views6 pages

ANT Group Pooja Samagri: To Understand The Current Market Situation of ANT Group To Form A Market Strategy

This document analyzes the market for ANT Group's incense sticks. It identifies key consumer segments as religious people, priests, and housewives in both urban and rural areas across India. The target consumer group is between 15-55 years old. Incense sticks are used for religious ceremonies, meditation, and creating atmospheres. The market is split 61% rural and 39% urban. The document recommends positioning ANT Group's incense sticks as affordable, quality products for spiritual and prayer uses. It identifies low prices, organic materials, and variety of fragrances as advantages over competitors.

Uploaded by

Anubhav Patnaik
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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ANT Group Pooja

Samagri
To understand the current market situation of
ANT Group to form a market strategy

Presentation By-
Anubhav Patnaik UM21264
Bikash Jha UM21271
Kadu Omkar Ajay UM21287
Ravinandan Kumar UM21293
Riya Mohanty UM21294
Sushree Suprasanna Samant UM21312
Identify Market Segments
Consumer base

(i) Consumer Demographics


Housewives
Urban
Religious People 39%
Priests/Pandits
(ii) Consumer Geographical Areas
Rural
Tier-1 city 61%
Tier -2 city
Tier-3 city
(iii) Consumer Lifestyle/Income Group Percentage consumption of produce
Upper Middle Class
Lower Middle Class
(iv) Behavioural Characteristics
Low income Groups
Frequency and Quantity of Usage
46%
Occasions for usage Middle and high income groups
54%
(v) Purpose of buying
Reselling at shops present near temples.
Self use.
Identifying Targets
• The target group of consumers of incense is wide but assumed to be 15 to 55 years old for the less expensive mixtures and 30
to 55 years old for the more advanced uses of more expensive and/or pure herbal types .
• The consumers are often women.
• Used for religious ceremonial purposes, meditation and consciousness expanding substance
• Incent is also used just to create a cosy atmosphere and as a part of pleasure and enjoyment in daily life.
• Some use within the erotic line of business or among homosexuals is indicated on the labels of the packages and by certain
retailers.
• With the total market RS 7000 crore is distributed among urban and rural population as 61% urban and 39% in rural areas so
basically we need to focus more on urban population and should try to add new people from rural population.

Market Share - Urban


39%

Rural
61%
BRAND POSITIONING
Positioning: 
• contribute in a multiple way to the spiritual journey of
its stakeholders
• consumers who are looking for affordable fragrance
options
• use it for prayer or generic usage
• quality solutions and fragrances in affordable price
range
Reasons to believe -
Values & Personality - • Specifically designed for its value-seeking
Discipline, Patience consumers
Openness, Care • Provides affordable fragrance options
• Can be used for prayer, Meditation, natural
Essence - room fresheners
• Endorsed by users
Benefits - making the spiritual
experience more memorable
• It has a large variety of aromatic
fragrances Discriminator / Usp -
BRAND • Availability of product on e-commerce
platforms like Amazon and Flipkart
• Low smoke sticks
• Organically extracted material
• Also, deliver products for other ‘pooja’
KEY related needs.
• Value for money Product Insight -
incense sticks

Replacing natural and


health-friendly incense
sticks to those which
contains irritants affecting
health and the environment
Targets
Competitive Environment -
• Incense stick is in great demand for religious
• Competes with other major groups like Cycle agarbatti,
ceremonial purposes and apart from this it is
Patanjali agarbatti, ITCs Mangaldeep , etc
used for for meditation or as consciousness
• Total 5000 brands - registered unregistered, local and
expanding substance is common among
national
certain groups of the population.
• Deal with low cost players in the market
THANK YOU !

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