The perfume industry in India has had a large market for ages as part of everyday body care regimes. According to India Fragrance Market Outlook 2022, the market is expected to grow with more than 15% CAGR over the next 5 years, owing to increasing disposable income and the hot, humid climate in the country.
Trading Economics shows stats of the Disposable Personal Income in India expected to reach new highs by the end of 2022 and more people are now willing to spend more on such products.
However, starting a perfume business is not a simple task. This guide will help you form a perfect perfume business plan.
What It Looks Like For The Perfume Industry In India
Perfumes, deodorants, incense, ittar, and aromatherapy have been used by people for a very long time. A recent market study shows that the fragrance and deodorant industry is expected to reach INR 13,900 crores by 2024 from its value of INR 6600 crores in 2019.
Pocket size and sachet perfumes are also on the rise because of the ease of carrying them. This is one of the major drivers in the perfume industry.
Creating A Business Plan For Your Perfume Brand
Starting a perfume business is not an easy feat but a proper business plan with well-defined goals and vision can help you form a solid plan to execute. Additionally, it helps you secure loans and grants needed to start the business.
The executive summary is an overview of your business plan. It gives a glimpse of the whole project in short. In this section, you need to brief on what your business is about, your vision, and how you intend to execute it. Here’s an example executive summary for a perfume business:
What will your purchase price be?
Where can I acquire supplies?
What method will you use to deliver the items to customers, and what will your profit margin be?
What is your strategy for web marketing?
The strategy should be the result of careful thought and, ideally, recorded. There are several internet platforms that may be used to create effective company strategies.
Create Your Brand
Branding is the most important marketing tool that can greatly leverage your product amidst competitors. People opt for branded perfumes not only for the quality of the product but also for the image that it creates in their minds.
Think about your target audience and how your product relates to them. What does it offer to them? What kind of image and feel do you want them to feel when they use your product? Create a brand around it.
The most important aspects of branding include the packaging and appearance of the perfume bottles. Even before a customer decides to try the perfume, he or she first experiences the perfume visually. An attractive package and bottle are essential to make people into potential customers.
Design your perfume, the package, the company logo, and the strategy to match the brand of your perfume.
“A brand is a person’s gut feeling about a product, service or organization.” – Marty Neumeier
Product & Service Offerings
Enlist the products and services that the business offers to its customers. Along with the actual perfume does your business offer any other service to its customers? Does it offer services to design customized perfumes according to the needs of the individuals? Does it offer any merits to buyers?
The products and services are the heart of the business. Creating essential offerings that add value is key to success.
Example products for the perfume business:
- Perfumes for women
- Perfumes for men
- Alcohol-free perfume
- Herbal perfumes
- Perfumes with rare essential oils
- Cruelty-free perfumes for vegans
Creating perfume of high quality and standard requires certain equipment to ensure that all the perfume bottles have the same composition and quality. The following are some of the basic types of equipment required to manufacture perfume of different types.
Water Purifier System
Clean water is essential for making perfume and cleaning all types of machinery after use. A reverse osmosis water purifying system helps remove ions, microbes, and any impurities that can hinder the manufacturing process.
To produce perfumes of consistent quality the composition needs to be the same in every bottle of perfume produced. You need both weight measuring and volumetric equipment to measure the raw materials needed for the perfume.
Weighing scales give maximum accuracy when measuring the materials. Volumetric pipettes and flasks can also be used to measure liquid materials.
Perfume Mixing Machines
Perfumes cannot be created by manually mixing them on a large scale. A specialized mixing machine is required to mix the essences and raw ingredients to their perfect composition.
Bottle Shaping and Cleaning Machines
A unique bottle shape is a characteristic of most perfume bottles in the industry. The bottles are the brand of the company. You can opt for manufacturing bottles with a unique shape on your own, but it adds to your overall manufacturing cost.
You can instead opt to outsource the glass bottles from an outside source. Hygienic sanitation of bottles is a must for a good manufacturing process. Bottle cleaning machines are a must to ensure the hygiene and safety of the product.
Perfume Filling Machine
The next in line in the manufacturing process is filling perfume into the bottles. Perfume filling machines are mandatory for filling up bottles hygienically and to the appropriate quantity.
Bottle Capping And Packaging Machine
Bottling and packaging are the final stages in the manufacturing of perfumes. Proper packaging has to be done to ensure the safety of the product and to avoid tampering with products.
The packaging must include ancillary and cushioning materials to avoid the breakage of glass bottles during handling, transportation, and distribution. The outer package also has to be attractive and well sealed to be marketed and sold safely.
Analyzing the market is of utmost importance before launching any business. Analyze the current trends in the market, the demographics of your potential customers, and their lifestyle, likes, and dislikes.
A good market study helps create perfume and market it in the right way to reach the target audience. Conducting surveys through written questionnaires, telephone calls, emails or schedules is a good way to gain insights into the market.
The fragrance industry market includes perfumes, deodorants, and other fragrant products. In 2019, deodorants occupied around 60% of the total market, followed by perfumes which occupied 32.14% of the market. The perfume industry is expected to grow at a rate of 14.89% CAGR and reach INR 100 crores by 2026.
The perfume industry is filled with some of the largest brands and many of which are luxurious. Positioning your perfume brand in the market is essential to being successful in the industry.
Study other top perfume brands, their competitive prices, their target audience, and how satisfied or dissatisfied the customers are with the product. Such studies help you analyze your brand in comparison with your competitor and help position it properly in the market segment. Here are a few steps you can take to perform business competitor analysis:
- Create a list of competitors in your industry
- Find out all the products and services that your competitors offer
- Determine the prices of their products that would work in the market
- Analyze the marketing strategy of the competitors and the type of content they use for marketing their products
- Research the various methods competitors use for marketing and how effective customer engagement is. Analyzing how competitors interact in their social media handles is a good place to start.
- Perform a SWOT analysis and compare your strength and weaknesses with that of the competitors
- Research about the technologies and any unique strategy that the competitors use
The right pricing is essential for reaching the profit margins of the business. The perfume industry is one business where a large profit margin of up to 18 – 20% can be obtained. People are willing to pay high prices for the feelings and emotions that perfumes entice in them. This along with a reputed brand image can greatly impact the price of the perfume.
Do market research on the pricing strategy of various established brands and fix a price that is apt for the perfume. The average perfume can cost anywhere between INR 1000 to INR 10,000. More expensive brands sell for prices from INR 50,000 up to INR 1,00,000.
Market Your Perfume Line
Marketing the perfume the right way is essential for a great launch. Marketing decides whether a potential customer may turn into an actual customer of the product. The key to a good marketing strategy is showing people why they need to buy the perfume. Here are a few ways to gain customer trust for marketing your perfume:
- Show testimonials on your website
- Show video testimonials on Facebook and YouTube ads
- Hire micro-influencers to review your products
- Have customers review or rate your product on third party sites like Google
- List any awards and achievements earned by your business on your business
- Display any special certifications on your website and products such as ‘sustainably sourced’ ‘organic’ etc
Test the effectiveness of your marketing strategy by analyzing your customers’ Total Lifetime Value (TLV). Creating a database with details of customers every time they order is an effective way of calculating customer retention rates. It also helps to figure out the types of customers that shop for your perfumes, the type of perfumes they choose, and their prices.
This information helps to tailor the marketing strategy and future product line to match the needs of the consumers.
💡 Did you know that the cost to attract new customers is 5 times more than the cost of retaining existing ones?
Design a marketing strategy including the different modes in which you are going to market, how you are planning to reach your target audience, and execute those tasks effectively. Here is a breakdown of how to design a marketing strategy:
- Set clearly defined short term and long term marketing goals
- Conduct a survey and create a profile of the target audience including their demographics, gender, income range, lifestyle likes, and dislikes
- Conduct a SWOT analysis for your business and industry to find out your strengths, weaknesses, opportunities, and threats
- Compare your company with your competitors to check if you can adopt their strategies successfully for your business
- Create marketing campaigns on social platforms where you can reach your target audience
- Create a content strategy that relates to your target audience
Creating a perfume is no easy feat and the whole manufacturing and business process requires skilled labor specializing in different fields. The number of personnel required for each department depends on the size of the business.
Factory workers are required to perform everyday operations, like X, Y, and Z, of the perfume manufacturing process. A quality control team consists of experts in perfumes that run tests to ensure the quality and safety of the perfume are maintained on an everyday basis.
Researchers and product developers work in laboratories to constantly work on existing perfumes and improve them or create formulas for new perfumes. Warehouse and supply chain managers are needed to take responsibility for inventory management.
Along with the manpower involved in the manufacturing process, the administration part of the business also requires labor for administration, business development, management of the operations, marketing, etc.
Performing break-even analysis is crucial to estimate the period after which the business starts garnering profits. With the help of a professional, forecast the break-even point for at least a minimum of 6 months period.
This calculation is especially important if you are going to secure loans for the business. A financially literate will always look into the numbers before deciding to invest in a business.
Stories Of Successful Entrepreneurs
Looking into the stories of successful perfumers gives insight into strategies and practices that can make the path to success shorter and easier. Here is a study on the success of the Middle East’s most successful perfume company.
Ajmal Perfume Owner Story
Ajmal Perfume is one of the most successful perfume companies in the Middle East. This family-owned business, headquartered in Dubai, United Arab Emirates, has been operating for around 7 decades, passed down to three generations of the family. The success of the company did not come so easily though.
The history of the company can be traced back to 1950, when Haji Ajmal Ali, the founding father of Ajmal Perfumes left his hometown in the Northeastern part of India and traveled to Mumbai. He became a supplier of Agarwood and Dahn Al Oudh that had been outsourced from Assam.
The Oudh oil business became a key ingredient for manufacturing perfume.
Around 1951, he began experimenting with different kinds of fragrant oils and blending them into perfumes. Thus, Haji Ajmal Ali became a perfumer from a farmer. He manufactured and supplied perfume becoming a premium perfume supplier in the Middle East.
In 1976, the company started the first Ajmal store outlet in Dubai, United Arab Emirates. Ajmal perfumes also launched its first ‘Mukhallat’ fragrance. The product was well received by the people which influenced them to create more similar products.
In 1987, Ajmal perfumes launched Dahn Al Oudh as Eau de Parfum to the global audience, making it the first company to do a successful launch. It also set up a manufacturing and Research & Development unit in Dubai.
In 1992, Ajmal perfumes launched its first-ever exclusive perfume showroom in Oman. This was later followed by subsequent showrooms being opened in Qatar, Saudi Arabia, and Bahrain. By 2007, Ajmal had launched 100 exclusive outlets in the Middle East.
As a marketing strategy, Ajmal Perfumes introduced its products on Kuwait Airways, Gulf Air, Saudi Arabian Airlines
The reason behind the great success of Ajmal Perfumes is that it always catered to the needs of its customers. They always included their potential customers in their product development process. They also took risks to showcase their products in different areas including malls, exclusive retail outlets, and airline retail.
Chanel Perfume Story
Gabrielle Coco Chanel stepped foot into the perfume industry in 1921 with the launch of its iconic Chanel No.5 perfume. The shape of the bottle served as an important branding and marketing tool.
Chanel’s first marketing strategy involved a few promotional events in which elite people were invited to dine and were sprayed with the Chanel No.5 perfume. Other strategies involved spraying the scent around Chanel boutiques to entice its customers with the scent and also gifted the perfume to a few elite personalities.
This word of mouth marketing proved effective and the success of the perfume was immediate. During the 1940s Chanel did not spend any amount on marketing and yet the sales flourished in huge numbers.
Later, the company marketed their perfumes in some of the best magazines for women like Vogue, and Bazaar and used the best actors and actresses of Hollywood like Marlyn Monroe, Nicole Kidman, Brad Pitt, etc as the face of the company. Chanel branded their perfumes to have an image of luxury, and elegance.
The brand image psychologically influenced people to buy the perfumes if they wanted to deem themselves to be elite and was the main factor for the success of the perfume.
Though operating a perfume business can prove difficult at times, it isn’t impossible as long as you have a solid business plan.
With increasing individualization and demand for personal care products, the market for perfume products is increasing in India. Hence, it could be the right time to set foot in the game.
The best time to begin was yesterday, the second-best time is today. So, better get started!