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Products
and brands are like living things; they are born, they
grow, they mature, and if nothing is done to prevent it,
they grow old, decline and die.
That a
brand reaches maturity is often the result of its own
success, breeding a series of “me too” products that
flood the market, spoiling the game for everyone. Of
course, being first in has some advantages when it comes
to customer awareness and loyalty, and if the brand can
continue to distinguish itself from its
“Johnny-come-lately” imitators, then it can fend off the
effects of maturity for longer.
Using
the brand as a kind of fragrances can be effective, for
a while, but the aging process proves too much to
resist. At his point, however, Parisvally (Fzc), one of
the leading fragrance manufacturing companies in the
world, looks much further ahead by laying plans on how
it will give the brand a new lease of life—even while
the brand is growing.
Designed
to give the brand a kick to set it on a new growth path
away from the threat of maturity, the classic scenario
is the “high quality of raw materials,” whether it be
fragrances or skin-care products.
“Our
fragrances are on a par with the best brands of perfumes
in terms of quality, presentation and testing. The
fragrances are carefully selected and are from the
finest suppliers available in the world. We give our
assurances for their lasting fragrance in any climate
conditions, as we have the finest blend of fragrances,”
says Sunil Kapahi, general manager of Ananya Fragrances.
Ananya
Fragrances imports and distributes premium European and
Australian perfumes, aromatherapy and skin-care products
all over Asia. These high-end global products Moon Haven
and Parisvally are currently fast becoming popular
personal-care brands in the country today.
“To
assure this quality, we have an in-house perfumer with
25 years’ experience in this field, a marketing team
having experience of over a decade in this industry,
which provides the much-needed customer assurance to all
our distributors, agents and wholesalers. As every
consumer product success is based on the three Ps of
marketing—‘Product-Placement-Price’—we achieved this
with our coordinated efforts,” Kapahi adds.
While
the company may provide the high-profile examples, it
will be interesting to see just how far Ananya
Fragrances allows the development of local brand
definitions to go and how keen the management is to take
up its new directions.
Aside
from the French fragrances of Parisvally, Ananya
Fragrances has initially brought into the local market
12 aromatherapy-in-a-bar cleansing soaps made of finest
ingredients and concoctions that have all the
skin-soothing and life-encouraging properties that the
natural world could offer. Health-wise and
skin-friendly, the Moon Haven Cottage uses pure olive,
castor, coconut, rice bran, macademia and palm oils—all
acceptable to the human body—as the base; puts generous
amounts of essential oils to develop the variants; and
using the limestone-filtered rainwater from the
Yarragadee Aquifer, which is one of the purest water
sources the world over.
Parisvally offers women’s fragrances such as Sassy,
Answer Woman, Art Woman, Slush Woman, Just Happy, Soft,
Possess, Serenade, It’s Delicious, Aura Woman, Tender,
Jade and Vanity; and men’s fragrances like Caliber, Aura
Man, Slush Man, Answer Man, Art Man, Impact and Nitro.
Whatever
the scale, the intention remains the same: to develop an
offer that meets the needs of the segment as uniquely as
possible. Brands that elicit emotional responses were
able to command premiums for longer. Ananya Fragrances
was a route not only to competitive advantage but also
to long-term security. |
