Cycle Pure Agarbathies: branding fragrance across the world

Abstract

Theoretical basis

This case facilitates the learning of marketing concepts like segmentation, targetting and positioning, marketing mix, branding strategies and digital marketing strategies.

Research methodology

The case is written based on the facts available in the public domain and hence it follows secondary data research design. The secondary sources include company websites, industry reports, newspaper articles, social media sites and other online articles and reports. The case is classroom tested with MBA students in digital marketing course and PGDM students in brand management course.

Case overview/synopsis

Cycle Pure agarbathi, the leading brand of NR Group, became the coveted brand among the households of India. This success amidst high competition can be attributed to the concerted effort on product development coupled with mindful branding. To keep abreast of time and competition the company opted to go digital with an e-portal. Cycle Pure had a digital presence much earlier through social media, but the e-portal www.cycle.in, was a novel attempt. All the fragrance products of the brand were available for consumers through www.cycle.in. Moreover, the product assortment consisted of a collection of top-quality products and auxiliaries linked to multiple categories such as invocation necessities, personal care, air care and lifestyle. Furthermore, using in-house fragrance research lab, the company experimented with local aromas through numerous variants and also extended to related products such as sambrani (benzene) and dhoops. With consistent product augmentations along with access to innovative sectors such as air fresheners, the company expected to grow at a rate of 15%–16% annually. However, the company targeted to grab one-third share in the total market within the next five years.

Complexity academic level

This case can be used in Marketing Management, Brand Management, Digital marketing and Strategic Marketing courses at the Master’s level. It is suitable for MBA and executive MBA students.

Citation

Padmanabhan, N.S., Siji, S. and Minimol, M.C. (2022), "Cycle Pure Agarbathies: branding fragrance across the world", , Vol. 18 No. 6, pp. 933-953. https://doi.org/10.1108/TCJ-07-2021-0100