2. THE BUG IDEA
Team ‘The Vanguard
Experiment’ proposes that
V-Guard launches an
‘intelligent personal air
quality management
systems’ under the brand
name ‘FRESCO’
An innovative range of technologically sound, futurist and customer-driven air
purifiers for every space YOU breathe in, created for the busy, choosy YOU with
relevant, customizable features such as humidifiers and dehumidifiers.
What
Modular Air
Purifier with
advanced
technology at
justifiable rates
Why
Increased awareness
Growing health
concerns
Unmet consumer needs
How
Superior product
offering
Consumer education
PoDs
Value proposition
When
Nascent market
Growth drivers
Restraints
Untapped markets
Who
Urban populace
Health conscious
Increasing disposable
income
Where
Space they breathe in
Modern distribution
channels
Localization of supply
chain
3. Ideate
Push past the
obvious ideas
Test
Check the
feasibility, viability
and desirability
Prototype
Give shape to the idea
Empathize
Identify a driving
question
Define
What do people really
need?
4.
5. 65% of the consumers are
open to the idea of buying
an air purifier
28% are actively looking for
an air purifier
New market opportunities
37% are aware of features like
Plasma Ionizers, VitaFresh
83% look for health benefits in
durables
Progressive Consumerism
Common consumer complaints:
Technical glitches
Cost effectiveness
Bulky designs
Limited portability
Lack of aftersales service
Unsatisfied with current options
47% are intimidated by design
complexity
Customizable minimal designs
are appreciated
Modular is the way forward
6. Consumers, while purchasing
home appliances, evaluate
their alternatives based on a
number of personal
considerations and criteria.
The top two factors every
customer evaluates are:
Air Quality
14 of the top 15 most polluted
cities in the world are in India
Healthy Lifestyle
48% of Indians are aiming for a
healthier life over convenience
IoT Adoption
Over 84% of IoT adopters say
that their use of IoT has
grown in the last year
Unsaturated Market
The demand for air purifiers is
mostly generated from the
commercial sector
Market size uncertainty: 20-200 cr
Productivity 85%
Cost benefit 70%
7.
8. Modern, urban Indians and
businesses are ready to try
and continue to seek a
versatile, effective and
aesthetically appealing air
purifiers at justifiable
rates.
Rising disposable income
facilities spends on
durables
Fast-paced urban lifestyle
lead to health concerns
B u s i n e s s
i n s i g h t s
Consumer appliances is a
fast moving category, ripe
for innovation
V-Guard has the
opportunity to be a first
movers in an
underpenetrated segment
C o n s u m e r
I n s i g h t s
9.
10. W h a t a l r e a d y e x i s t s ?
Domestic & industrial air purifiers
HEPA Filters, Active Carbon, Ion
and Ozone Generators,
Electrostatic Precipitators, UV
Irradiation, Thermodynamic
Sterilization
Non-integrated solutions for air
purification
Philips (23%)
Sharp (21%)
Kent RO (10%)
Eu Forbes (7%)
Daikin (6%)
Others (33%)
11.
12. Modular Air Purification Unit
Detachable Air Quality Sensor
Dedicated Mobile Application
Air
Diffuser
PCO Air
Filtration
Air
Suction
Modular design
Modular design to empower
the customer with options
specific to their needs
Portability
Portable table-top sized, travel
friendly variant for convenience
Real-time tracking
Uses IoT to track local
pollution level and humidity
levels via a mobile application PCO destroys 0.001 micron level
particles
Eliminates VoCs, bacteria,
viruses, fine particulates and
odour
Compact, low-noise air purifier
13. Controls the
moisture content in
a dry atmosphere
Humidifier
Creates negative
ions to help relieve
stress and improve
blood flow
Oxygen Ionizer
Diffuses aroma by
vaporizing aroma oil
Aroma Diffuser
App-controlled
lamp to control the
mood of the room
LED Lamp Base
Fresco Cool
Domestic
Variant
Price point
₹ 12,999 / $ 200
Fresco Mini
Personal &
portable variant
Price Point
₹ 4,999 / $ 70
14. Night mode
Works quietly in the
background, ensuring restful
sleep
Boost mode
Extra power to speed up the
filtration process
Functionality of Fresco
15. Real-time tracking
Get notified when the air
quality around you is getting
worse.
Periodic data
Tracks how much pollution is
kept out of your lungs by
tracking air quality, airflow
level, and usage duration.
One app, many device
Keep tabs on your family
members’ Fresco devices
Control modules
Control Fresco modules via
the application, auto-enabling
and disabling modules based
on real-time stats
Setup modes
Control Auto, Night & Boosted
mode via application
16.
17. www.yourwebsite.com
Most polluted states
Least polluted states
Top 5 states with high awareness of
on Air Purifiers based on GSDP:
Delhi
Uttar Pradesh
Bihar
Jharkhand
Rajasthan
Source: Air Quality Index PM10 Report, India, 2016
Key considerations
Market Stage: The air purifier market is at a
nascent stage in India
Market Concentration: 50% + market captured
by top 3 competitors
Economic and Political scenario: Positive trend
18. www.yourwebsite.com
Young Parents
Young urban parents
caring for the health of
their children
Patients
People suffering from
respiratory problems
Gen X
Early jobbers caring for
their parents’ health
Millennials
Urban health conscious
professionals, travellers
& foreigners
19. Owner of a boutique in Vasant Kunj, Delhi
Customers and self spend considerable time
within the shop
Shop is stuffy and prone to dust, mites and fluff
Looking for a viable solution to tackle dust,
odour and hygiene
Age Group: Early 30s
Living with his partner
A working professional
Frequent traveller & daily commuter
No children, owns a cat
John Doe Jane Doe
20.
21. Online channels
E-Commerce
Affiliate marketing
Airport retailing
Exclusive stores
Electronics retailers
In-flight catalogue
Shelf space acquisition
Pharmacies
Departmental stores
Tie-ups
General Physicians
Paediatricians
Baby care retailers
Day care centres
Northern India
Departmental
stores
Southern India
Existing distribution
network
Eastern India
Piggyback
distribution
Western India
Departmental
stores
22. Hospital ICU Hotels
Maximize guest comfort
and sell the concept of
‘purified rooms’
Retail outlets
Encourage shoppers to
spend more time in the
outlet
Banks
Ensure improved
employee productivity
Day care
Reassure parents that
their children are in the
safest environment
Restaurants
Invite guests to a healthy
and hygienic premise
Fresco Mini:
Corporate tie up
Health benefit plan perk
Health club
Members get a bundle on
signing up
Vehicle manufacturers
A cup holder fitting module
Fresco
Cool
Reduce the PM2.5 levels
and indoor pollution
levels for the care of
their patients
23. Digital teaser campaign
Influencer marketing
Promotional kiosks
Pre-launch
Communicate product features
and differentiators effectively, to
ensure Fresco as a part of the
consumer’s consideration set.
Consideration
Increase awareness of V-Guard as
a brand and ensure existence of
consumer touch points. Drive
retailer and consumer education
via engagement platform.
Awareness
Drive top-line revenue by mapping
out the customer journey,
moments of truth and ease of after
sales services to facilitate
remarketing.
Purchase
24. Launch
Product placement and shelf space acquisition
Kiosk branding in departmental stores
Trade show booth setup
OOH Marketing with a call-to-action campaign Driving product awareness
Newspaper print advertisement
Retail merchandizing: Standees, shop boards, & hoardings
Digital engagement campaigns on social media platforms
#FreshWithFresco #ShieldWithVGuard
Personal selling & consultative selling to B2B clients
Effective salesforce training and utilization
Customer Acquisition
Penetrative pricing: Launch promotions
Brand page on e-commerce platforms
Bundling of modules
Corporate tie-ups
25. Remarketing
Customer Retention
TV advertisement to increase brand recall
Key account management for B2B clients
Leverage customer feedback to improve offering
Identify online and offline bounce rate
Use CRM data to re-engage with customers
Co-sponsor online youth-oriented web series
Buy-back offers for upgraded models
Product line extension
Launch new modules
Value added services via application
Future Scope
26. Far far away,
behind the word
eature Rich
elevant
rgonomic Design
calable
ustomizable
n Guard
Most diverse product in the market
IoT enabled offering
Aesthetic and Easy to Use
Multifunctional
Attachable Modules
Instant Alerts
27. Aligns with the new-generation,
technology driven smart brand
transformation
Agile and contemporary solution
that embodies innovation and
progressiveness
New brand vision
A home appliance which has a
direct bearing on the quality of
life of the consumers
Bring home a
better tomorrow
58% revenues from Fresco are
projected to be from North
Region with focus on product
offering, distribution network and
communication
Vision FY22
In line with V-Guard’s IoT
product line
Versatile brand with clear
opportunities in the future
Brand extension
