Aromati
Aromati isn't your average car fragrance company. They position themselves as the purveyors of automotive olfactory luxury, crafting in-car scents that elevate the driving experience. Skilled perfumers craft unique and luxurious scents that transform any vehicle into a haven of olfactory delight. Their long-lasting fragrances elevate the driving experience, ensuring a sophisticated and memorable impression on every journey.
SERVICES AND TASKS:
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Branding: Identity, Positioning, Language, Research, Packaging
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Content Creation: Post, Content Calendar, Video Production & Photography
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E-Commerce: Online Stores, B2B Networks, Fulfilment, Shopify Integration
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Marketing: Influencer Marketing, Meta & Google AD Campaigns
CLIENT CATEGORY:
Luxury Car Care & Accessories
DURATION:
November, 2023 to Present
Challenges
Competition from Entrenched Players:
Established brands like Ambi Pur, Godrej & Involve possessed significantly larger marketing budgets, hindering Aromati's visibility in the market.
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Market Dominated by Budget Options:
Standard, lower-priced car air fresheners held a strong market share, making it difficult for Aromati's luxury fragrances to gain traction.
02
Limited Fragrance Options:
The market primarily catered to traditional scents like lavender and citrus, restricting our knowledge on whether consumers will be ready to choose and pay more for distinctive and sophisticated car-perfume experiences.
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Strategy
Elevating the In-Car Experience:
We implemented a strategy to elevate the perception of car fragrance, positioning Aromati as a premium brand for discerning drivers, building brand exclusivity and differentiating from mass market car fragrances.
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Leveraging Global Trends:
Extensive research identified top-selling luxury fragrances worldwide. Aromati translated these popular scents into a more affordable, car-friendly format, aiming to capture consumer recognition and broaden their appeal.
02
Bridging Personal & Automotive Fragrances:
The marketing campaign strategically positioned Aromati's car perfumes as an extension of a consumer's personal fragrance experience. This elevated the brand's perception beyond basic car fresheners.
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Results
The initial ad campaign delivered a remarkable 12x return on ad spend (ROAS). By investing ₹60,000, Aromati generated ₹7 lakh in revenue within the first 3 months.
Exceptional Campaign Performance
Aromati successfully reached their ideal customer base through targeted marketing. By focusing on car enthusiasts who follow industry influencers and prioritize car care and customization, the campaign resonated with a receptive audience.
Strategic Influencer Marketing
Aromati's strong average order value of ₹3,410 reflects the successful establishment of their premium brand image. Their core product range sits comfortably within the ₹2,300 to ₹3,800 price segment, solidifying their position in the luxury car fragrance market.
Premium Product Positioning:
A strategic partnership network was established with approximately 11 high-end car detailing studios across India. This broadened Aromati's reach and positioned their products within a complementary luxury car care environment.