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Strategic Marketing Plan. Table of Contents ... problem. All of those issues will
have an effect on our strategic marketing plan. Some factors ...
The Strategic Marketing Plan - AmbiPur. ... This strategic marketing plan is definitely
workable but requires strong implementation controls. ...
Redwin Strategic Marketing Plan. Redwin Strategic Marketing Plan Table
of Contents Title Page 1 Introduction 3 Situation Analysis ...
The Strategic Marketing Plan. Ambi-Pur was launched in 2002. The brand
comes from the International stable of Sara lee and is the ...
... This strategic marketing plan focuses on marketing strategies of the SriLankan
Airline Strategic Business Unit (SBU), in Sri Lanka. ...
Submitted by rutgerhoorn on August 22, 2007
Category: Business
Words: 367 | Pages: 2
Views: 223
Popularity Rank: 54,171
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Ambi-Pur was launched in 2002. The brand comes from the International stable of Sara lee and is the largest brand in the Household and Beauty care division of the company. Ambi Pur is the No.1 brand in Europe.
In India, Ambipur was launched as a air freshener for cars. It was a pleasant surprise for car owners to see a new product ( at that time) with somewhat a funny name. The brand gained popularity despite its premium pricing. Although the quality of fragrance is debatable, the product soon gained popularity among the car owners.
The product comes with a sweet little diffuser and the refill bottle. The diffuser can be plugged to the air vent or the blower. There are three fragrances available for Ambi Pur : Vanilla, Aqua and After Tobacco
Through the brand, Sara lee opened a new mass market for car perfumes. During that time, car perfumes were dominated by imported brands. The price of the diffuser and a bottle is Rs 130 and the refill costs you Rs 99.
The brand is positioned using the baseline " Fragrance Your Imagination". The company believes that perfumes relaxes the drivers and enhance comfort level. Since there is little competition, there is little promotion for this brand.
With the reasonable success of car fresheners, Ambipur extended itself to domestic room fresheners market this year. The market is now only room freshener aerosols and with the growing " Lifestyle" market in India holds lot of potential for this extension. The problem with this category is the lack of awareness , ease of use and the cost.The dispenser system of Ambi Pur may help overcome such problems.
Ambi Pur is a brand that identified a latent need in the Indian Market. The growing market for automobiles will give this brand a beautiful opportunity. Since competition is yet to catch up, the brand should try to expand the usage of this product by coming out with various fragrances. Company is having only one range of car purifiers. The...
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