The Task
- Our client wanted to understand the space of agarbattis, specifically the market leader brand and test some fragrances
The Method
- A qualitative study in which we conducted 8 FGDs with women and men across Chennai and Mumbai
The Outcome
- Arrived at the various moments and needs within each for the fragrance of an agarbatti
- Understood how the consumer evaluates the price-value equation in a category which has much sanctity yet is of daily use
- Identified the difference between the two markets – Mumbai vs Chennai as well as between the main agarbatti brands in the market
- Also, fragrances were tested and feedback was given on the basis of overall likeability, dislikes and likes as well as moments of usage
How the Client benefited
- Cues to create new innovations in terms of functional and sensorial benefits so that agarbattis finds more relevance in more moments
- Marketing cues in terms of how to price and position the Client’s brand