E-commerce and Digital Marketing

Project Report on

Submitted to:
Prof. Deviprasad Ghosh

Submitted by: Group 6

Priyasha Pathak 18A1HP031
Vertika Newalkar 18A1HP035
Panchi Kalita 18A1HP041
Priya Bijapurkar 18A1HP056
Shivam Rai 18A2HP413
Kshitij Deshmukh 18A3HP612
 DOMAIN: PERFUME INDUSTRY

SUB DOMAIN: ATTAR INDUSTRY

Undoubtedly, the world is now shifting its focus towards more natural and organic products.
For centuries, Indian flower extracts and plans have been used to make fragrant essential oils,
perfume concentrates (attar) etc. Earlier, the west was popular for fragrances that came from
India. These consisted of ingredients such as jasmine oil, rose water and sandalwood. Presently,
the well-informed, hygiene and grooming conscious Indian customers understand the
importance of going back to nature and demand natural products.
According to Industry estimates, the overall size of the Indian Perfume Industry is currently
estimated at Rs. 2000 crores and is projected to grow by 50 percent (Rs.3000 crores) by the
year 2020.
The current Online Perfume Market is estimated at Rs.148 crores projected to grow by
approximately 120% to Rs 345 crores.
The traditional Fragrance Industry in India has been subjected to vast changes lately, especially
with the introduction of technology and wider usage. Since most Indian consumers are turning
to online shopping, the market share of the Online Perfume Industry, which is 7% of the
total perfume market, is set to increase by 11% approx. by 2020.

OUR PRODUCT

Kasaya is an attar brand which takes you back to the roots of India. Our Mantra is “Attar to
rejuvenate the rich heritage and essence of India”. We offer 5 fragrances: Divine Sandal wood,
Mystic Rose, Floral Jasmine, Zesty Kewda and Exotic Khas.

Product names affect the performance in search, navigation onsite, ease of finding the suitable
products etc. hence the adjectives used for the product name are in the top 20 adjectives/words
used for describing fragrances.
For an online shopping website, 3 components must be present in the product name: Brand,
Model/Product type and Key Attributes. Our products will be displayed as follows:

KASAYA
Mystic Rose Women’s Attar Perfume
50ml
Rs. 7800.00
 Company Logo

Product Design Product Packaging

VALUE PROPOSITION

 Indian Origin
 Made from scare resource procured from different parts of India (The Mystic Rose is
specially extracted from specific specie of rose called Damask Rose found in the floral
gardens of Kannauj; Divine Sandalwood is extracted from Santalum Album which is
procured from Coorg; Floral Jamine is extracted from Parimullai specie procured from
Mysore)
 100% pure and native ingredients and eco-friendly packaging
 The essential oil is aged for 5-10 years
 Chemical Free

BUSINESS MODEL

Most of the attar which is being produced in India, by local manufactures is exported to United
Arab Emirates, and there lies a prominent scope for commercialization of this product in India.
Also, with new government regulations and GST, the cost of exporting has increased, which
also gives us the right time to offer our product in India. Attar is sold locally, with no big
reliable platform to buy attar from. Thus, we will build on these opportunities and market our
product while leveraging its deep roots from Indian history.
 Kasaya is vertically integrated and follows B to C (Business to Customer) e- business
model.
o We will buy the raw extracts from local suppliers (e.g. From places like Kannauj
often called the perfume capital) and process it in house. The distribution aspect
will also be covered by us, so that our product (being very fragile) reaches the
consumer’s doorstep, like the way he/she ordered it.
o We will first start from Tier 1 cities like, Mumbai, Delhi, Kolkata, Bangalore,
Hyderabad, Pune and then will expand to Tier 2 and 3cities.
 The online transactions will be safe and secure (by Norton) and will accept all forms of
online payments-
o Wallets- Gpay, Paytm, Mobikwik, Phonepay
o Netbanking
o UPI Payments
o Debit or Credit Cards

 For Revenue, we will also use Ad Sales, or Display advertising but of premium products
only.

 Tentative URL will be: www.kasaya.in

 The advertisement and promotional campaigns will also be done online, through social
media and user generated content. We will also use google ads for the search and display
advertising, and payments will be based on cost per click.
A hypothetical example of what our online campaign would look like:

 Pricing Strategy: Value-based pricing

Serial No. Model Size Price

1 Mystic Rose 100 ml 15000/-
2 Mystic Rose 50 ml 7800/-
3 Divine Sandalwood 100 ml 12000/-
4 Divine Sandalwood 50 ml 6800/-
5 Floral Jasmine 100 ml 9000/-
6 Floral Jasmine 50 ml 4650/-
7 Exotic Khas 100 ml 15000/-
8 Exotic Khas 50 ml 7800/-
9 Zesty Kewda 100 ml 8000/-
10 Zesty Kewda 50 ml 4300/-
 COMPETITORS
Some of our competitors in the Luxury Perfume Segment are mentioned below:
1. Gucci : The brand redefines modern luxury fashion and you can see the same in its vast
collection of perfumes. The exotic categories of perfumes include bloom, flora, guilty,
bamboo, rush and Oud. From mild to strong and fruity to natural, you can find every
type of fragrance at Gucci. Price: 6500 onwards
2. Hugo Boss: Hugo Boss is a major luxury brand started in Germany in the year 1924. It
has evolved over the years and is one of the largest fashion houses in the world. Hugo
Boss perfumes are manufactured to highlight the ultra-feminine beauty of women.
Price: 4400 onwards
3. Chanel: Chanel is a premium brand offering wide varieties of long-lasting scents. Price:
13500 onwards
4. Forrest Essentials: It is an Indian Brand which specifies in Ayurvedic preparations for
its products. Price: 3500 onwards
5. Amouage: It is an international luxury fragrance brand founded in Oman. Price :13500
onwards.
6. Christian Dior: Commonly known as Dior, it is controlled and chaired by Bernard
Arnault who also heads LVMH.

Digital Marketing Strategy

Target Group
The target audience for Kasaya are people, who are willing to identify themselves with what
the brand actually represents. Simplicity, modernity, elegance and most importantly class are
the key attributes of the product. Although Kasaya products are targeted towards the younger
segment of the population, the classy appeal of the perfumes offered help the organization to
achieve positive feelings for the brand in the minds of more mature consumers.
Kasaya perfumes are targeted towards people with a handsome pay (upper middle class and
higher class). The target customers are men and women between the ages of 25 to 40. The
people are working professional earning more than 1,50,000 per month or business owners.
Novelty seeking personalities, Individuals with exclusive tastes and Ethnocentric personalities

The digital plan will include the following

1. Website Experience: The website is https://kasaya.co.in/ . The website has a stylish
design with the brand logo. It is easy to navigate and importance given for good user
experience as well as stunning design.
2. Use Facebook ads to reach out to Luxury shoppers: Facebook ads will be given
specifically targeting people with income(based on their job title) and age group.
3. Good SEO: Google is very influential when it comes to helping luxury shoppers find
products, learn more about brands, and make their purchase. SEO will be done to run
the website well in google search based on keywords.
4. Content Strategy for buyer persona: Content strategy will be made based on buyer
stage.
  Awareness stage
 Consideration stage
 Decision stage
Content will be developed and will be posted in blogs as well as other social media.
5. Email Marketing: Electronic mail will be used to communicate with target audience
for promotional, lead generation and feedback purpose. It will help in the following
 Advertising Purpose
 Enhancing customer loyalty for repeat business and customer engagement.
 Acquiring new customers.
6. Create a sense of Exclusivity online: As it is a luxury brand, it is important that the
customers feel excusive and important. Exclusivity can be created online through
private member groups, concierge services, or digitally-delivered loyalty perks that
are reserved specifically for previous customers.

KEYWORD ANALYSIS
Relevant set of keywords is very essential for search engine optimisation and to make sure
while searching certain keywords lead the user to your website, keyword analysis is very
important. There are several ways in which this can be done. One such method is by using
online tools or websites which analyse the keywords of competitor’s website. Attar being the
product of our company can have competitors from perfume industry and since we cater to
high end customers, mostly top-notch brands like Chanel, Sephora comes in the periphery of
competition. Consider the below given image for the keyword analysis performed by the
website called NINJAS which is meant to understand the value and influence of a particular
keyword with respect to the product and the associated brand.
It can be seen in the analysis that two key words “Chanel” and “bag” has highest number of
counts under the category one-word search. In two-word phrase category “coco mademoiselle”
a popular perfume offered by the company is one of the top scoring keywords.
Consider the below images which show similar type of analysis done on Nykaa and Sephora
to understand the use of keywords by the competitors and then form such a set of keywords
which is relevant to develop our own website. Generally, the name of the brand or the popular
product offered by the company shows the highest counts.
 WEBSITE

COMPETITIVE ACTIVITIES ONLINE

Major competitors considered here are:-
Christian Dior: It as of now create, design and retails leather merchandise, accessories,
footwear, gems, timepieces, fragrances, cosmetics, and healthy skin care items, while
additionally keeping up its convention as a maker of high fashion under the Christian Dior
Couture division. On their home page they have a separate tag for fragrance inside which they
have separate categories for women’s and men’s fragrances. One of the unique categories is
the dream atelier where they have provided the facility to select an exclusive set of products
according to your wish, based on the occasion and gender and you can gift them to your family
and friends. Every page has an option of newsletter for the visitor to which you can subscribe.
Another feature consists of information about the new products that have been just arrived and
you can select them as per your wish and can also gift it.
Their latest promotional activity is The Designer of Dreams Calendar, which started from 1st
of December 2019. They have promoted this event on their Instagram page by describing the
history of Dior perfumes as the first perfume was created on 1st December 1947. In a series of
different posts, they have described 14 types of exclusive perfume variants they have created
over the years to promote this event in December. Each perfume variant has a unique quality
and are creatively made from natural flowers which the brand boasts about in the descriptions
with hashtags like #Diorholiday #Diorparfums etc. They are also promoting their perfume
scarves on Instagram through a famous English model, actress and singer named Cara
Delevingne, who herself also post pictures and short videos on Instagram about the Dior
products. Their recently launched advertisement on YouTube is about their new fragranceduct
and the ad campaign is named Joy by Dior – The new Eau de parfum intense with hashtags like
#FrancoisDemachy, #JoybyDior and #Diorparfums.

 Chanel: Chanel is an extravagance organization that concentrate on high design and

readymade garments, luxury items, and accessories. Chanel is notable for the fragrance No.
5 de Chanel and Chanel Suit. Chanel has promoted its brand over the years through short
movies on YouTube, through famous Hollywood actresses like Keira Knightley, Kristen
Stewart, Nicole Kidman etc. they have a web series of 8 to 9 episodes called Chanel beauty
talks where they interact with celebrities about the Chanel beauty products. They heavily
promoted their presence in Cannes film festival 2019 on YouTube where famous
Hollywood actors and actresses have showcased their products. Their recent ad campaign
on YouTube is about their new fragrance product, Gabrielle and the tagline is “the essence
of a woman”
Their Instagram page chanelofficial has launched similar campaign like Dior which is
about a series of perfumes and various fragrance products they have launched for the
holiday season and gifting your dear ones with hashtags like #CHANELHoliday
#GiftedLists etc.
 GUCCI: Gucci is an Italian extravagance brand of design and leather products. Gucci
works around 278 straightforwardly worked stores worldwide, and it wholesales its items
through franchisees and upscale retail chains.
On their website the beauty tab has all the fragrance products for both men and women.
Similar to all the fragrance companies Gucci has also updated its website to feature the
gifting segment for the year 2019 as Christmas is approaching and they have also featured
their future plans for the year 2020, so that customers are already aware. They have also
showcased an advertisement on YouTube for this. On Instagram also they are promoting
the cruise 2020 with every day posts of images of models wearing Gucci products. Their
recent Ad campaign called Gucci guilty featuring Jared Leto is about the two new
fragrances they have launched, Gucci Guilty Pour Home and Gucci Guilty Pour Femme.
They have launched a series of short films called the performers Act and the recent one is
the fifth film of the series which is in partnership with GQ and vogue which shows about a
member of a k-pop supergroup to travel back in time to unravel his passion for dance and
choreography.

 Forest essentials: Forest Essentials is an Indian-makeup, organization that has practical

experience in Ayurvedic processes for its items. The organization has 48 stores in India,
supplies to 190 lodgings and its products are exported to 120 nations. Forest Essentials sells
characteristic, natural and Ayurvedic makeup and has a strategy of not testing their items
on animals.
Posting customer reviews is their current focus as Christmas holidays are approaching so
they have launched several new products for different occasions for both men and women.
Their recent short film on YouTube with twinkle Khanna is about the forest essential
factory and the processes through which their products are made. The hashtags used are
#WorldofFE and #FEInsider.
 Competitors Business Model
Christian Dior

Operated through 400 subsidiaries Christian Dior, has a presence around the globe. It consists of a
group of brands that cater to the various segments of the market. The Dior Homme division serves
the affluent male buyer whereas the Miss Dior brand looks after the needs of well off women. The
company employs the services of renowned designers and artists in creating its products. It is the
pinnacle of luxury perfumes which is recognized and respected in the luxury and fashion industry.
The brand also makes use of celebrity endorsements so that the desired awareness is created in the
minds of target audience. Endorsements made by popular and critically acclaimed celebrities like
Johnny Depp, Jennifer Lawrence etc. is a common practice of the company.

Key Activities

Costs & Value

Revenues Propositions

Business Model

Customer
Resources
Segments

Channels
 Key Activities:
The major activities that are undertaken by Christian Dior are focused primarily on
advertising and creating a favorable brand image that appeals to the wealthy. It designs and
manufactures its products in manner that maintains exclusivity in the market. The
production process is monitored by stringent quality control measures. The company tries to
manufacture fragrances that are classy but also are in tune with current trends. The perfume
collections are often released as limited editions of fragrances and the company allocates
sizeable resources for research and development. Also, customer after sale service is given a
priority in the organization. All such activities help the company to achieve a commanding
position in the luxury perfume market as well as in the fashion industry.
 Value Propositions:
The value propositions offered by the brand are that of luxury and opulence. Design and
retail of products is done in a manner to maintain its tradition as a creator of haute-culture.
Besides fragrances the brand also offers designer accessories, beauty products and also time
pieces. Over a period of time Christian Dior has managed to become a brand globally known
as a symbol of grandeur.

 Customer Segments:
The brand usually targets high net worth individuals who are upscale and are trend setters.
Aspirational brand ambassadors are appointed for this purpose. The brand has a high
emotional connect among such individuals and enjoys a brand culture that depicts the
tasteful style of living of such individuals.

 Channels:
The company makes use of retail outlets as well as its online store to sell the products
worldwide. Also the products of the brand are available at high class boutique stores,
advertised at events, fashion shows, film festivals etc. The brand also has its dedicated
fashion channel DiorTV which is available online on YouTube, Play Store and App Store
which features various Dior products being used by popular individuals. All the latest news
about Dior perfumes is also made available via the Dior Newsletter which is based on a
subscription model.

 Key Resources:
The brand is world’s largest luxury and fashion group. The key resources of the company are
creative and famous fashion designers with a talent to create products that are appealing to
individuals of all ages looking to wear perfumes that are timeless in style. The brand has a
strong distribution network that looks after global demand. The fashion genius of Mr.
Christian Dior has made the company one of the greatest and most luxurious fashion houses
of the globe.

 Cost Structure & Revenue Streams:

The major revenue streams of the company come from the sale of luxury goods like leather
bags and wallets, accessories, ornaments, perfumes and beauty products. The company also
generates revenue by means of licensing with other similar brands like Supreme and Safilo.
The major expenses are directed towards branding activities. Also the company spends huge
amounts on procurement of finest raw materials and quality production techniques to
match the expectations of the buyers. Logistics, Research & development are key areas
where funds are utilized. Since the brand has a global presence it also spends a considerable
amount in paying taxes.

Dior Website: https://www.dior.com/en_int

Dior Twitter:

Celebrity Endorsements and Licensing:

Chanel:

To make its products available to the target audience, a mix of demographic and psychographic
segmentation is used by the company. The brand has been successful in positioning itself as a
company with a portfolio of luxury products. It employs value based positioning strategy. The brand
is usually seen as a rebel and is usually targeted towards a young affluent crowd with tastes that are
modern and different. The brand promotes itself by sponsoring major fashion events such as Paris
Fashion Week etc. The product portfolio of the brand consists of fragrances, watches, skin care and
beauty accessories. Chanel Perfumes are star products in the organizations portfolio. To make its
products available worldwide, Chanel distributes its products using channels like exclusive stores, e
commerce sites, and high-end supermarkets. There are around 300 Chanel Boutique stores across
the globe. The brand is present in the Forbes List of most valuable brands worldwide this has been
achieved by its high visibility in the fashion industry. Upper income groups, particularly women
belonging to the ages of 15 to 40 are the primary customers of the brand. However, we would
consider Christian Dior as our major competitor as the target audience of Chanel is usually women.

ACTIVITIES RELATED TO DIGITAL MARKETING MIX

Based on our competitors, we will be targeting our customers through various social media
channels. So, for that we have made pages, on twitter, Instagram, Facebook, and also have
YouTube channel for promotion.
 TWITTER PAGE

FACEBOOK PAGE

INSTAGRAM PAGE
 PROMOTION PLAN
 Will get customer data from various touch points like website, Facebook, twitter and
Instagram- in our website we have given incentive to people to subscribe to our
newsletter also, we will be posting videos of how a particular attar is made, its historical
use, and benefits of that flower or attar. Also through insights from our social media
pages, we will be able to track and target our site visitors in a better way.
 Promote user-generated content in YouTube- we also have a page on YouTube, where
in people can post their views or reviews about a particular product and we will be giving
them points or cupon codes which can be redeemed in further purchases. This way our
customers will be motivated to make and upload videos and this will help in worth of
mouth campaigns.

 In future will have Q&A page as well in our website- to be more interactive and collect
the data, we will have our own question and answers page wherein more details can be
provided about a particular product, and problems can be handled.

 Will also be conducting frequent contests on our insta and FB page- frequent contests
or giving facts about our natural attar, will also make our webpages more interactive and
thus will increase the traffic.