ATTAR

INTRODUCTION

Attar is the name given to the fragrant oils made from the extracts of flowers, herbs, woods, etc..

It is the purest nonalcoholic fragrances and the most lasting perfumes in the world.

The great land of India provides us with abundant sources of wonderful fragrances that can invoke deep feelings of joy, excitement and serenity within us all.

Every soul is stirred by a variety of fragrances, may it be the fresh green note of the forest after a shower, the early morning scent of the earth, or the ever present odors of the magnificent flowers of India.

Each of the fragrances are a work of art. Some blends mimic the naturally occuring fragrances such as Rose, Jasmine, or Sandalwood, while other fragrances are individual works of art, a beautiful creation of the perfumer. Our Indian Attars are absolutely divine! Immerse into the world of truly fine fragrances.

NATURAL INDIAN ATTARS

A true attar is perfume oil made from flower petals distilled in water using low heat and pressure. Some attars also contain exotic woods, spices and resins.

Over several weeks, the steam containing the fragrance oils is collected into a container of mild sandalwood oil.

There, the oils blend together until the sandalwood is completely saturated with the fragrance of the flowers. In the art of perfumery, sandalwood oil is used as a 'base', or 'fixative'.

It binds with the molecules of the fragrance oils and allows their subtleties to develop and last longer than if the flower oil was worn by itself.

There is alchemy at work here! Like a fine wine, a true, sandalwood-based attar actually improves with age. You cannot find a more natural perfume than a true attar.

STP

SEGMENTATION

TARGETThe Target Countries

Pakistan

Iran

UAE

POSITIONONG

Target Countries 

Pakistan Iran UAE

 

Market Survey Reports

The world fragrance and perfume industry is expected to exceed $36 billion in 2017, according to research from Global Industry Analysts.

Market growth is fuelled by demand from emerging markets and consumer lifestyle trends granting an increasingly central place to grooming.

Market growth is, however, inconsistent across various geographic zones because growth in any one geographic zone depends on the living standards, disposable income and GDP of the country.

Consumer demand for fragrances and perfumes is largely dependent on demographics and lifestyle trends, in particular the importance of luxury and status.

Industry Leaders

Leading players currently operating in the global perfume and fragrance market include -

Coty

Polo Ralph Lauren

Chanel

Estee Lauder

LVMH

Gucci

Bulgari

Puig

Elizabeth Arden

Versace etc.

UAE

According to market research from Euromonitor International, official knowledge partners for Beautyworld Middle East, the regional outlook for each sector within the industry is extremely positive.

The market for color cosmetics in the UAE is expected to reach a whopping AED 519.5 million annually in 2014, with demand for facial and eye makeup being especially strong.

Fragrances, too, are expected to be in high demand in the UAE, with the market for premium perfumes expected to be worth an astronomical AED 663.5 million annually by 2014.

Euromonitor International also estimates that the GCC will spend an approximate AED 2.31 billion (US$630 million) on hair care products in 2012 – this is expected to reach a stunning AED 2.46 billion ($670 million) by 2014.

http://dubaibeautycare.com/2012/07/24/middle-east-market-for-beauty-and-wellbeing-products/http://www.reportlinker.com/ci02149/Fragrance.html

Iran

Widespread distribution of fake and counterfeit products remained a serious issue for the growth of fragrances in Iran in 2011.

Smuggling of different premium brands from the western borders is very common, and these brands are sold with lower prices compared with official imports in large cities.

It is estimated that more than half of the premium fragrances in a typical fragrance specialist outlet are smuggled or fake products, leaving little room for the growth of retail volumes.

http://www.reportlinker.com/p0241194/Fragrances-Iran.html

Pakistan

In 2011, availability of both mass and premium fragrances grew as more specialist retailers and pharmacists, as well as modern grocery retailers such as supermarkets and forecourt retailers, began to stock them.

Due to the reasonable margins available for retailers and the growing demand for these products, especially as presents, fragrances gained more shelf space in 2011.

With increase in imports of these products, a higher variety of brands and fragrances is also available now.

 http://www.reportlinker.com/ci02149/Fragrance.html/coverage/Asia:Pakistan

Marketing Mix

7 P’s

Product

Price

Promotion

PlacePeople

Process

Physical (Evidence)

Launch Strategy, Campaign, Handling Competition  The product is having a historical linage with these countries.

The concept of fragrance oils which is truly natural, ethnic and connects with lifestyle and can be well placed into the market catering to all sec while connecting with their own tradition.

“Muslims form the biggest customer base for attar because Islam prohibits them to use alcohol-based perfumes which is what most of the foreign brands are”

Product

The product line would be as:

Organic Non Alcoholic Pure Natural Indian Attars

Price

Pricing would be kept in the premium category for the VXO ( Very Extra Ordinary ) category and the common category would be priced aggressively competing the popular western brands.

There would also be a charts for combination mix of these perfumes so that similar or better fragrance may be derived using them in comparison to any of the alcohol or aerosol based perfumes.

Promotions

Promotion would be made through the traditional mode i.e; Print Advertisements in the local dailies and magazines. Free tester vile would be distributed at the key shopping hubs and local airlines and attached with their local lifestyle magazine.

The campaign would be highlighting on the traditional route to lifestyle – Pure Natural – Good to skin and Non Allergic.

Local Celebrities and State Icons would be anchored for the campaign.

A television advertisement would be designed to be aired in these countries.

EPRG FRAMEWORK The Product line is focused with a Regiocentric Orientation

as it shares a specific cultural linage and trait.

The marketing strategy is purely focused for the specific region and would not hold good in a heterogeneous cultural environment or in a global and progressive country.

PESTThe Political, Economic alliance, treaties signed

between the countries, Socio Cultural Factors are in favor to get into such trade relations and specific product selling in those countries.

Socio CulturalPolitical factorEnvironmental factor

TECHNOLOGY The technology used to produce these perfumes would be native,

traditional ways.

Which are usually obsolete for mass synthetic production yet admired for the lifestyle segment as for fragrance it is similar to producing of wines.

Its all in the hand of the master blender, tester and raw material used.

The quality, taste, texture cannot be replicated or reproduced.

SWOT ANALYSIS

Future of Ittars/Attar

Due to increasing cost of Indian Sandalwood and high cost of production of ittars has had an ill effect on existence of this industry.

Competition comes in the form of chemical based perfume products, which are cheaper compared to natural ittars.

Attar means the truest essence of a flower or plant. Nowhere is the true essence more readily available than in our line of essential oils. The aromatherapeutic effect of essential oils offers natures healing power through the varied use of oils. Over the years, we have worked hard to source the highest quality oils possible so that we all can benefit from natures healing essences. Below is a list of our Essential and Fragrance Oils.FRAGRANCE OILS

ALMOND FRAGRANCE OIL AMBERGRIS FRAGRANCE OIL APPLE FRAGRANCE OIL APPLE SPICE FRAGRANCE OIL BAY RUM FRAGRANCE OIL BAYBERRY FRAGRANCE OIL BLUE SPRUCE FRAGRANCE OIL BLUEBERRY FRAGRANCE OIL CARNATION FRAGRANCE OIL CHRISTMAS BALSAM

FRAGRANCE OIL COCONUT FRAGRANCE OIL CRANBERRY FRAGRANCE OIL

FRANGIPANI FRAGRANCE OIL FREESIA FRAGRANCE OIL GARDENIA FRAGRANCE OIL HELIOTROPE FRAGRANCE OIL HOLLYBERRY FRAGRANCE OIL HONEYSUCKLE FRAGRANCE OIL HYACINTH FRAGRANCE OIL JASMINE FRAGRANCE OIL LEMON VERBENA FRAGRANCE OIL LILAC FRAGRANCE OIL MUGUET FRAGRANCE OIL MUSK FRAGRANCE OIL

NEW MOWN HAY FRAGRANCE OIL PEACH FRAGRANCE OIL RASPBERRY FRAGRANCE OIL ROSE GERANIUM FRAGRANCE OIL ROSE PETAL FRAGRANCE OIL SANDALWOOD (simile) FRAGRANCE OILSPRING RAIN FRAGRANCE OIL STRAWBERRY FRAGRANCE OIL TEA ROSE FRAGRANCE OIL VANILLA FRAGRANCE OIL VIOLET FRAGRANCE OIL WHITE MUSK FRAGRANCE OIL

Jasmine AttarChampa AttarMitti AttarOud orAgarwood AttarMogra Attar