1. Honeywell

• The annual revenue of Honeywell is $36.9 billion.
• Here is the link to the company's website.

2. 3M

• According to 3M's annual report, the annual revenue of the company was $33 billion in 2018.
• Here is the link to the company's website. 

3. Reckitt Benckiser

• According to the annual report of Reckitt Benckiser, the annual revenue of the company was $12.6 billion in 2018.
• Here is the link to the company's website.

4. Cambridge Mask Co.

• The revenues of the company for the first, second, third, and fourth quarter of 2019 are $7.2 million, $6.8 million, $6.6 million, and $6.6 million, respectively. In total, the annual revenue of the company for 2019 is $27.2 million.
• Here is the link to the company's website.

5. Respro

• The annual revenue of Respro is $27.6 million. 
• Here is the link to the company's website.

6. Nirvana Being

• The annual revenue of Nirvana Being is $8 million. 
• Here is the link to the company's website.

7. RZ Mask

• The revenues of the company for the first, second, third, and fourth quarter of 2019 are $1.4 million, $1.6 million, $1.6 million, and $1.8 million, respectively. In total, the annual revenue of the company for 2019 is $6.4 million.
• Here is the link to the company's website.

8. Vogmask

• The revenues of the company for the first, second, third, and fourth quarter of 2019 are $1.8 million, $1.6 million, $1.6 million, and $0.768 million, respectively. In total, the annual revenue of the company for 2019 is $5.768 million.
• Here is the link to the company's website.

9. Respilon

• The revenue of the company ranges from $0.5 to $1 million.
• Here is the link to the company's website.

10. Totobobo and idMASK

• Here is the link to Totobobo's website.
• Here is the link to idMASK's website.

Research Strategy

Honeywell

• Honeywell International Inc is a diversified technology and manufacturing company that operates through four broad segments, namely Aerospace, Home and Building Technologies, Performance Materials and Technologies, and Safety and Productivity Solutions.
• The company is based in Charlotte, North Carolina, US. It offers solutions across a diverse range of industries like aerospace and defense, building and cities, chemicals and materials, industrial and manufacturing, retail, safety, and supply chain.
• Honeywell International Inc's aerospace segment offers software services and supplies products to Original Equipment Manufacturers and other companies in the aviation industry. These products, software, and services help build more fuel-efficient aircraft and make the skies and airports safer.
• The company's home and building technologies offer products, services, and software solutions and technologies that ensure safety, security, and efficient energy use for homeowners.
• Their performance and materials and technologies segment develops and manufactures high-quality chemicals and materials to automate some key manufacturing functions.
• The company's safety and productivity segment features mobile computers, barcode scanners, protective equipment, and voice-enabled software that improve workplace productivity and keep more than 500 million workers safe every year.
• Anti-pollution masks fall under the company's safety and productivity segment. 
• According to Market Realist, capital intensity, technological know-how, offering differentiated products, and tapping into emerging markets with friendly environmental regulations will differentiate Honeywell from its competitors.
• According to an analysis by Morning Star, the three factors that are critical in differentiating Honeywell from its competitors in the market are the company culture, their portfolio, and their process.

3M

• With its corporate headquarters in St. Paul, Minnesota, 3M is a technology behemoth that manufactures a wide range of industrial, safety and consumer products, and offers solutions to various industries.
• The company operates across five segments, namely Industrial, Safety and Graphics, Health Care, Electronics and Energy, and Consumer.
• The company's industrial segment offers "personal hygiene products, acoustic systems products, specialty materials and filtration systems." 
• 3M'S health segment "supplies medical and surgical equipment, skin health & infection prevention products, drug delivery systems, dental & orthodontic products, health information systems and food safety products."
• The electronics and energy segment supplies "optical films solutions for electronic displays, packaging and interconnection devices; insulating and splicing solutions; touch screens and touch monitors; renewable energy component solutions; and infrastructure protection products."
• The company's consumer segment produces products such as "sponges, scouring pads, high-performance cloths, consumer and office tapes, repositionable notes, indexing systems, home improvement products, home care products, protective material products, and consumer & office tapes, as well as adhesives."
• 3M's safety segment and graphics segment offers "personal protection products, transportation safety products, commercial graphics systems, commercial cleaning and protection products, floor matting, roofing granules, all protection products, self-contained breathing apparatus systems, and gas and flame detection instruments." 
• The company's safety segment provides safety solutions and protective equipment including fall protection, hearing protection, protective eyewear, reusable respirators, and head and face protective gear.
• According to Market Realist, one factor that sets 3M apart from the competition is the company's massive investments in Research and Development to develop new products and maximize profits. The company also purposely replaces existing products with others with short patent lives to maintain the high operating margins.
• The company has been investing between 5% to 6% of their total sales on Research and Development and generating 30-32% of the total revenue on new products introduced five years earlier.
• 3M has huge economies of scale and scope that conveniently help the company obtain raw materials at lower prices compared to its competitors.

Research Strategy:

Reckitt Benckiser

• Reckitt Benckiser is a global consumer health company that is present on six continents with more than 40,000 employees.
• In 1999, Reckitt & Colman and Benckiser merged to form Reckitt Benckiser.

Locations

• Reckitt Benckiser is headquartered in Slough, England.
• The company is present on six continents and has more than 60 locations worldwide.

• Reckitt Benckiser operates in Argentina, Austria, Australia, Bangladesh, Belgium, Bosnia & Herzegovina, Brazil, Bulgaria, Canada, Chile, China, Colombia, Costa Rica, Croatia, Czech Republic, Denmark, Egypt, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Israel, Italy, Japan, and Kenya.
• The company is also present in Korea, Latin America, Latvia, Malaysia, Mexico, Netherlands, New Zealand, Nigeria, Norway, Pakistan, Philippines, Poland, Portugal, Romania, Russia, Serbia, Singapore, Slovakia, South Africa, Spain, Sri Lanka, Sweden, Switzerland, Taiwan, Thailand, Turkey, UAE, UK, Ukraine, USA, Uruguay, Venezuela, Zambia, and Zimbabwe.

Products

• Reckitt Benckiser manufactures household, health, toiletry, and food products that it distributes them globally.
• The company offers n99 and n95 anti-pollution masks like the Dettol SiTi SHIELD masks (recently advertised as an anti-pollution option in India).
• Reckitt Benckiser's also products include fabric treatments, dishwashing detergent, disinfectant spray and cleaners, food, over the counter drugs, and personal care products.
• The company's brands include Air Wick, Cillit Bang, Dettol, Calgon, Clearasil, Enfamil, Finish, Durex, Gaviscon, Mortein, Harpic, Mucinex, Scholl, Woolite, Vanish, Veet, Strepsils, Nurofen, Lysol, and Nutramigen.

Competitive Advantage

• The company is often listed as a major player in the anti-pollution mask market. Its anti-pollution n95 masks are listed as a top mask in the industry.
• The Dettol SiTi SHIELD mask is a smart mask with a microfan that is designed to filter out "98% of PM2.5 and 99% of bacteria." The mask is washable and comes in several designs and colors.
• Dettol has a long-time history of partnering with India to help curb its air pollution issue. In 2016, it partnered with Amazon India and in 2018 it "launched its ‘#ShieldYourLungs’ campaign [in India] to promote its Cambridge N99 (military grade) and N95 masks."
• Reckitt Benckiser seeks out partners that are like-minded to help the company deliver the best solutions.
• Reckitt Benckiser makes use of entrepreneurs to make their warehouses, IT systems, offices, factories, and laboratories better.
• The company's "speed of thought, decision-making, and execution" keeps it ahead of its competitors. It has achieved this through its flat management structure.
• The company culture of ownership and responsibility enables the company to thrive and keep it ahead of its competitors. The company makes the wellbeing of its staff and customers a priority.

Cambridge Mask Co.

• Cambridge Mask Co. is a company headquartered in Cambridge, Cambridgeshire. It specializes in respirators, non-disposable face masks, and anti-pollution masks.
• The company uses carbon technology that was developed by the Ministry of Defense in the UK.
• The company was founded in 2014 by Christopher Dobbing.

Locations

• Cambridge Mask Co. is headquartered in Cambridge, Cambridgeshire. 
• The company has offices in the UK and Hong Kong. 
• Cambridge Mask Co.'s top distribution areas include India, Vietnam, China, Poland, Thailand, the USA, and Indonesia.

Products

• The company offers respirators, non-disposable face masks, and anti-pollution masks.
• Cambridge Mask Co. brands include the Sherlock Pro, the Newton Pro, the Lady Macbeth Pro, the Jack Pro, the Hamlet Pro, the Full Cambridge Pro, the Austen Pro, the Duke Pro, the Churchill Pro, the Admiral Pro, and the Watson Pro.

Competitive Advantage

• Cambridge Masks use military-grade technology that filters out almost all gases, particulate pollution, viruses, and bacteria.
• Cambridge Masks offers masks that are fashion-friendly and suitable for every family member.

Respro

• Established in 1993, Respro is a UK-based company headquartered in London. The company offers solutions for urban sports environments.
• Respro supplies to more than 26 countries worldwide; its product categories include Respro Masks, Hi-Viz, and Team Respro.
• Some key differentiating factors for Respro include the incorporation of high-quality materials, use of latest technology, and addressing essential customer needs.
• Some notable technologies that differentiate Respro masks include Powa Elite air regulating valve, HEPA-Type particulate filter, Dynamic Activated Charcoal Cloth (DACC) filter, Pro-Seal leakage prevention add-on, among others.
• Additionally, Respro features one of the largest selection of anti-pollution masks for their customers. Some notable brands of facemasks include City Mask, Bandit Scarf, Cinqro Mask, EV Mask, Fb-1 Mask, Foggy Mask, Marcelo Burlon X Respro Mask, Metro Mask, Nitesight Mask, Respro Allergy Mask, Respro Skins, S3V Streetsmart Mask, Sportsta Mask, Techno Plus, Techno Mask, Ultralight Mask, X-treme Mask Sports, etc.
• Respro's S3V Streetsmart is priced at less than $20 and is certified by the European Standard (EN149-FFP3). The mask offers 98.7% efficiency and filters out particles in the range of PM2.5.
• Respro's Hi-Viz product range offers accessories for bike riders that ensure high visibility while riding in low-light conditions. Some notable products include ankle bands, helmet covers, reflective stickers, reflective helmet bands, sticker kits, and waistcoats.
• Alternatively, the Team Respro range offers accessories for the urban rider. Some notable products include Bandit Scarf, Carbon Slick road/race wet suit, Clear Slick wetsuit, Foggy-X Faceguard, race kit bags, tire warmers, Slick half jacket, bike cover, Slick road/racing trousers, among others.

Nirvana Being

• Nirvana Being is an India-based company, headquartered in New Delhi. The company was founded in 2014 by Jai Dhar Gupta.
• Nirvana Being offers various protective solutions for purifying micro-environments from air pollution.
• The company differentiates itself from its competitors by offering sustainably sourced products that are certified by international authorities.
• Nirvana Being offers the world's only anti-pollution facemasks that are not only reusable and recyclable but are certified by CE and the United States National Institute of Safety and Health (NIOSH). Additionally, their masks feature a 95%–99% filtration technology.
• Nirvana Being is an online store that offers air purification solutions for homes, cars, and office buildings.
• The company does not manufacture its own brand of anti-pollution masks but distributes branded facemasks sourced from idMASK and Vogmask.
• Nirvana Being sells 14 variants of Vogmask products that feature N95 filter and FFP2R certification. Alternatively, the company sells seven options of sports pollution masks and shields from idMASK.
• Some notable brands of air purifiers sold by Nirvana Being include Airgle, Honeywell, Blueair, and Dyson. Additionally, the company sells air quality monitors sourced from brands like Sensedge, Airveda, and Laser Egg.

RZ Mask: Overview

• Founded in 2010, RZ Mask is a developer of respiratory masks and filters designed to offer effective and superior protection for use at home, industrial settings or any other place on the planet.
• The filtration masks can filter breathing hazards up to a particulate rating of 99.9% and are more cost-effective than disposables.

Location

• RZ Mask is located at 3201 County Rd 42 W Suite 102, Burnsville, MN 55306, United States

Products

• The company's products include the M1 neoprene masks, M2 nylon masks, M2 mesh masks, M2.5 mesh masks, and filters & valves.
• The M1 neoprene mask is an original RZ mask. It features "durable and comfortable neoprene construction, complete with adjustable Velcro closure."
• The M2 nylon mask, M2 mesh mask, and M2.5 mesh masks are next-generation mask from RZ. They feature "durable, comfortable, and breathable mesh construction, complete with adjustable Velcro closure."

Differentiators

• The company's masks have a two-part design (replaceable filter and a reusable moisture-weakening mesh) that's way better than competitors' masks, according to expert reviews.
• The replaceable filter helps clean out the tiniest particles; some as small as 0.1 microns, and the reusable moisture-weakening mesh helps increase airflow and can be reused afterward.

Vogmask: Overview

• Founded in 2011, Vogmask is a designer of facemasks "used for protection from airborne particles such as PM 0.3, PM 2.5, PM 10, dust, allergens, post-combustion particles, germs, shavings," and other airborne contaminants.
• Vogmask masks are sold in 41 countries globally through regional distributors.

Location

• Vogmask is located in South San Francisco, California, USA 94080.

Products

• Vogmask facemask has three categories: N99 filter, active carbon, and exhale valve that allows for easy filtration, breathing, and reusability.
• Vogmask facemask is available in children and adults sizes.

Differentiators

• The benefits of Vogmask facemasks are "confirmed by leading health providers worldwide," and are certified by KF-94 Korean Ministry of Food and Drug Safety
• Vogmask was named 2014 Top Face Mask for Air Pollution.
• Vogmask offers buyers a money-back guarantee policy.

Respilon

• In 2013, Roman Zima founded Respilon as the world's first company that manufactures nanofiber-based products for end-users.
• Respilon is based in Brno in the Czech Republic. In 2018, the company introduced RespiPro and R-mask, offering excellent breathability and filtration efficiency.
• The company offers nanofiber-based products like anti-pollution facemasks, medical-grade facemasks, respiratory shields, and anti-particulate window screens.
• The nanofiber membranes offered by Respilon are used across various industries that manufacture apparel, footwear, beverages, facemasks, window screens, among others.
• Respilon's protective facemasks capture up to 99.9% of dangerous particles like smog, viruses, allergens, molds, emissions, bacteria, dust, and pollen.
• The filtration efficiency of facemasks is equivalent to respirator standards EN-149 FFP1, EN 14683 — Type IIR, and the US standard N95 for facemasks.
• Respilon facemasks are designed to be worn for a maximum of 24-hours

Totobobo

• Totobobo face mask is manufactured and distributed by a Singapore-based company, Dream Lab One Pte. Ltd.
• Dream Lab One Pte Ltd. was founded in September 2008 by Sharon Li.
• Totobobo manufactures and distributes anti-pollution facemasks across more than 35 countries, including the US, Canada, Australia, New Zealand, among others.
• The company offers anti-pollution facemasks, replaceable filters, and mask straps of different grades and sizes.
• Totobobo facemasks contain a unique silver ion-based antimicrobial coating called as BioCote. The non-toxic coating offers life-time antimicrobial protection to Totobobo facemasks.
• Totobobo claims to be the world's first fully customizable facemask that can fit faces of length 85mm to 135mm. Additionally, the masks offer a quick Visual Seal Check (VSC) feature to ensure a perfect fit for face masks.
• The company offers soft and reusable facemasks that require disposable filters. Totobobo filters provide 92% to 96% filtration efficiency.
• Totobobo face masks are tested by Nelson Laboratories and Centre Testing International (CTI) for various parameters like filter tests, dampen filter test, VFE viral test, pressure drop test, BPA test, ROHS test, halogen test, among others.

idMASK

•  Henry B. Sung founded idMASK in 2013. The sole-proprietorship company is headquartered in Shanghai.
• idMASK's product range includes facemasks, high-efficiency filters, filter shields, silicone seals, and filter straps.
• The company offers facemasks that contain velvety-soft silicone seals for an air-tight fit.
• idMASK's anti-pollution mask features imported electrostatic cloud filters that can capture particles in the range of PM2.5-0.3.
• The company provides shatter-resistant covers that offer additional protection for its facemasks.

Top 3 players in the anti-pollution mask market

1. Honeywell

Marketing strategy

• Honeywell partners with companies in the automatic identification and data capture (AIDC) industry.
• It gives these companies the opportunity to become a reseller partner and/or an ISV partner, which helps the companies' community to grow.
• To reach a wide audience, Honeywell uses several social media platforms such as LinkedIn, Facebook, Twitter, YouTube, and Instagram.
• On LinkedIn and Instagram, the company uses #futureshaper to describe its brand messaging.

Brand positioning

• Honeywell describes itself as an innovator, creator of the future, and a pioneer of automation control.
• The company has been the recipient of numerous awards, including awards from the Financial Times, the CSR Education Awards for Sichuan Rebuilt Schools, a recognition for its contribution to the legal community, and a recognition for environmental technologies and its investment in Romanian education.
• Honeywell is very involved in the community and gives back through its Hometown solutions, which focus on STEM education, diversity and humanitarianism.
• Some of the programs that enable the company to give back to the community include Georgia Tech STEM Teacher Leadership Program, new labs focused on loT, Honeywell Leadership Challenge Academy, Honeywell Institute for Ecosystems Education, and Honeywell Summer Science Week.
• The company has partnered with other organizations to meet its goal for a cleaner and safer environment. For example, the company is teaching students life-saving lessons through its KidSmartz programming, which is partnered with the National Center for Missing and Exploited Children.
• Honeywell promises to provide solutions that make less industrial errors by 40%, decrease equipment failure by 35%, and improve the speed used in data capturing by 30%.

Target markets

• Honeywell’s target market includes building operators, airline employees, and plant managers and operators.
• Honeywell also engages with political groups and trade associations.
• The company has offices in the United States, Europe, and Asia.

2. 3M

Marketing strategy

• To reach a wide audience, 3M uses several social media platforms such as LinkedIn, Facebook, Twitter, YouTube, and Instagram.
• The company uses strategic business partnerships “between 3M Health Information Systems and other healthcare industry solution vendor, provider or payer organizations.”
• It also provides solutions to businesses through their 3M Alliance Partnership program and state and payer initiatives.
• 3M places a big emphasis on its sustainable products in order to attract consumers who are interested in eco-friendly products.
• This is done by highlighting its zero-waste for landfills, reduction in energy, and water use.

Brand positioning

• 3M are innovators and problem solvers that host experts in industries such as healthcare, electronics, government, energy, and transportation.
• 3M was able to achieve a global dominance due to its core brands, including Post-it, Scotch-brite, Scotch, Nexcare, Filtrete, Command, and Scotch Painter’s Tape.
• The company is keen on using science to create sustainable development and to automate healthcare data through innovations.
• 3M built the Sustainability Value Commitment to show how new products are made.

Target markets

• 3M focuses on customers that live in the U.S., Latin America, Canada, Asia-Pacific, Europe, the Middle East, and Africa.
• The company mainly caters to healthcare professionals that are interested in scrubbing wastes, getting roofing granules, and sustainable shipping.

3. Reckitt Benckiser

Marketing strategy

• Reckitt Benckiser (RB) has a partnership network that enables the company to tap into the minds of like-minded innovators to create innovative products.
• RB is driven by a purpose-led strategy, called betterbusiness, that is used to demonstrate the company's commitment to human rights.
• Its innovations aim to solve daily challenges.
• The company also invests in education about healthy living through programs such as the 360 Partnership for Change.
• To reach a wide audience, RB uses several social media platforms such as LinkedIn, Facebook, Twitter, and YouTube.

Brand positioning

• RB describes itself as customer-centric, global, trustworthy, innovative as well as a champion in the area of health, hygiene, and home.
• The brand is used by people in more than 200 countries due to its “highly focused portfolio of leading global brands”.
• The company only seeks opportunities in power markets with a high potential that are highly fragmented.
• At the moment, RB is heavily investing in “brand equity investment” (BEI).

Target markets

• RB’s target market focuses on customers that use brands such as Dettol, Gaviscon, Calgon, Lysol, and Finish Powerball.
• It caters to customers who are keen on hygiene and health within their homes.
• It focuses on customers that come from the United Kingdom, the United States, Canada, Australia, New Zealand, and Germany.

Cambridge Mask Co.

• Cambridge Mask Co. carries out most of its marketing on Instagram, Facebook and Twitter, where it posts pictures of customers wearing its different masks, and also highlights its different campaigns. In addition, the company has a blog where it educates readers on different aspects of the environment.  
• They also partner with different companies to raise awareness of their products. In 2019, they partnered with Deliveroo in the UK for Clean Air Day, where masks were given to Deliveroo riders as well as the general cycling public to raise awareness on air pollution and healthier cycling. In 2019, they partnered with Aviva for their 5-kilometer AirRun campaign to fight for clean air in Poland.
• Cambridge Mask Co. positions itself as 'The British Pollution Solution'.
• The company's target market includes cyclists, people living in urban areas with high levels of air pollution and "people in at risk groups for respiratory disease".

Respro

• Respro markets its products on social media platforms such as Facebook, Instagram and Twitter. The company posts pictures of its customers around the world and its different products, as well as news on air pollution from different countries. On Respro's blog, it posts air pollution news and reviews of its masks.
• The brand positions itself as "The original and the best", having existed in the UK for over 20 years. It also uses the tagline "Cleaner Air For All".
• Respro's target market includes people living in areas with air pollution, especially in urban environments.  

Nirvana Being

• Nirvana Being markets its products on Facebook, Instagram and Twitter. They also share news on air pollution, especially that relating to Delhi, India. Some of the hashtags used by Nirvana Being include #DeathByBreath and #AirEmergency. 
• The company also raises awareness through initiatives and campaigns such as its recent "Dare To Run" initiative that helped to educate people on the air pollution problem in India's major cities. Nirvana Being also has a blog where it provides education on air pollution and highlights its masks.
• The brand positions itself as "a company focused on clean air for everyone."
• Nirvana Being's target market includes residents of Delhi and India, as can be seen from its posts on social media as well as the founder's story.  

RZ Mask

• RZ Mask appears to deploy a more lost-cost, grass-roots marketing strategy, which primarily leverages the company's corporate website, blog, social media accounts on Facebook and Instagram and in-store displays at retail partners to highlight company products to potential customers.

• Notably, a review of relevant media and industry coverage over the past two years revealed no significant discussion of RZ Mask or the company's marketing efforts, apart from brief mentions of RZ Mask products in relevant articles.
• Within these lower-cost advertising channels, RZ Mask appears to position itself as a safety-centric product, using taglines such as "Any Call, No Fear" at the top of the company's Facebook account, while linking the company's blog to RZ Mask products through the phrase "Breathe Safe."
• Secondarily, RZ Mask appears to emphasize the superior functionality of its products, calling itself the world's "Best Reusable Air Filtration Mask" at the top of the company's Instagram account, while highlighting the technical specifications of its products on the corporate website.
• Meanwhile, the company's posts on social media, blog articles, website imagery and curated community of influencers all suggest that RZ Mask target market consists primarily of adult men, as well as adult men and women with an interest in do-it-yourself (DIY) construction projects, outdoor activities and other safety-related professional and personal endeavors.
• Additionally, the company's chosen partners and retailers, such as Lowe's, ACE Hardware and Woodcraft, further indicate RZ Mask's interest in reaching a primarily male, DIY demographic.

Vogmask

• In contrast, Vogmask directs significant investment and focus towards a more complex and innovative marketing strategy, which relies on a formal mechanism for tracking and promoting media coverage and major press events, alongside the creation of dynamic advertising campaigns including unique industry partnerships and community outreach programs.

• Beyond the company’s well crafted and active presence online through its corporate website and social media accounts (e.g., Twitter, Instagram, Facebook), Vogmask has launched a variety of cutting edge marketing campaigns, such as the company’s mask design competitions at fashion universities, its 2014 partnership with designer Nina Griffee on a fashion show during Hong Kong fashion week and a community outreach campaign in collaboration with CAN Organic entitled Clean Air Now, which highlighted Vogmask’s support for activism in addressing air quality threats in London.
• Consistent with this edgy marketing strategy is Vogmask’s brand positioning as a trendy or fashionable product, as highlighted in comments by CEO Nirvana Being that the company tries to "combine fashion and function," and further reinforced by the company’s wide variety of product colors and designs.
• Underpinning this more style-forward brand positioning, however, is the foundational message that Vogmask products are scientifically designed and validated, as well as environmentally friendly, as underscored by Vogmask's tagline For the Love of Health, Style & Clean Air.
• Meanwhile, Vogmask appears to target a broad range of international markets, including 41 countries ranging from China to India to London.
• Within these various regions, the company’s marketing tactics and messaging indicate that Vogmask further targets younger, alternative customers, such as those who are activism-oriented or who place great importance on environmentalism.

Research Strategy

Respilon

Marketing Strategy

• Respilon partners with several companies across different industries that share their vision in protecting the lives of humans. The company has also collaborated with numerous charitable organizations, foundations, and hospitals such as the Department of Obstetrics and Gynecology in Prague, Nadační Fond, and University Hospital Brno in Czech Republic.

• The company’s marketing strategy primarily centers around its corporate social responsibility activities. In 2018, Respilon decided to rise to a new level in bringing awareness to people around the world in the importance of safety, air quality, and principles of healthcare by teaming up with experienced industry leaders to showcase their products and build brand awareness. So far, the company has highlighted only a part of its products via its CSR activities and claims to gradually extend its product line over time.

• Some of these activities include the Days of Children’s Oncology event conducted by Sun Drive Communications in Brno, Respilon for Children by Children Project, and visiting children in the oncology department of the University Hospital in Brno. The company has also conducted free installations of its anti-smog window membrane for foster families in Ostrava. Respilon has also marketed its products by participating in conferences conducted by organizations such as the Club of Cystic Fibrosis Patients and international exhibitions such as Lineapelle in Milan.

• Respilon also utilizes online channels to reach its audience via its website, e-commerce platforms such as Amazon, social media channels such as YouTube and Facebook. Through educational videos and posts, Respilon advertises its nanofiber products to the public.

• As part of its brand messaging, the company prides itself to help people live a “better and healthier life by using nanofibers” and also states that “life is worth it, yours, ours, and everyone’s”.

Brand Positioning

• The brand positions itself as a world leader in producing and supplying nanofiber products. In 2013, Respilon became the world’s very first company to have produced nanofiber products for consumers and entered the global market in 2016.

• Respilon believes in giving back to the community and has partnered with several foundations, hospitals, and charities across the globe. By doing so, the company is upholding its core values and fulfilling every aspect of its mission — to protect people’s health with the use of modern technology, commercialize products made from Czech nanofibers, and provide nanofiber products with high-grade standards to the global market.

• Respilon claims that its products stop 99% of allergens, dust, and smog; 100% resistant to wind and water; and reach high standards FFP1 and FFP2 ratings. Their products are categorized as home protection and respiratory protection products. The company offers only one product under its home protection category (Respilon window membrane 5.0) and provides three types of respiratory protection products (R-shield, ReSpimask, and RespiPro).

Target Market

• The company’s nanofiber products are designed to help people live a healthy life by improving the quality of air in every breath. Respilon’s target audience, therefore, consist of people of all ages and backgrounds. The company has locations in the Americas, Australia, Asia, and Europe.

Totobobo

Marketing Strategy

• The company primarily utilizes online mediums to market and advertise its respiratory masks. The key mediums include the company’s official blog, social media channels such as YouTube and Facebook, third party reviews on websites such as BBC and The Guardian, and health review websites such as Clean Living and Gadgets 360. To raise awareness of its products, the company’s social media channels feature educational videos, demo videos, pictures of people wearing its products, and reviews given by both customers and professionals.

• The company has not conducted any prominent marketing/advertising campaigns since its inception in 2003. However, the company has collaborated with organizations and individuals in emergencies to raise funds and provide masks for those who need it. In 2010, the company started an initiative called “One Totobobo Mask for every child of Merapi” in Indonesia when Mount Merapi erupted spewing large amounts of ash and smoke into the populated regions of the area.

Brand Positioning

• The brand positions itself as a pioneer in developing respiratory masks through its Visual Seal-Check process. The VSC is an intuitive process that ensures each respiratory mask fits and seals a user’s face. The company claims that its products are softer, safer, cooler, lighter, and easier to breathe in than the respiratory products from its competitors.

• The brand’s respiratory mask is also highly adaptable since its products are designed with the concept of ‘one size fits all’. Totobobo’s respiratory masks are practical and can be reused for about 200 times. The brand claims that its products are highly effective in trapping fine dust particles and contains filters matching the standards of F96 (96%), F94 (94%), and F92 (93%).

Target Market

• Totobobo’s respiratory protection masks are made for both children and adults. The company currently operates in the United Kingdom, Singapore, and Hong Kong and ships its products to locations across the world.

idMASK

Marketing Strategy

•  idMask markets its respiratory masks through television advertisements and its social media channels such as Facebook, Twitter, LinkedIn, and Instagram. Through these channels, the company posts educational content and videos on the importance and health benefits of using its products.

• The company’s social media channels feature interviews, tips on improving air quality with plants, pictures with customers using idMask’s products, and product testing videos to ensure the customers of its high-quality standards. On most of its social media posts, the company encourages its viewers/followers to share its product information with family and friends. The company also educates its customers through its website, providing them with information on the types of purifiers to use in different environmental conditions.

• idMask also reaches its customers through e-commerce channels such as Amazon, customer reviews on YouTube, and media articles on websites such as China Daily, Fast Company, The Beijinger, and TimeOut Beijing.

Brand Positioning

• The brand positions itself as one of the leading players in the global market of developing and producing respiratory masks. According to the founder of idMask, Henry Sung, the company’s masks have a superior seal for protection against air pollutants than its competitors’ products. Due to the products’ outstanding sealing feature, the company has experienced an increase in sales over the past few years, despite the higher costs of the masks.

Target Market

• The company’s products are targeted towards both children and adults. idMask’s products have two basic sizes, one that is designed for kids and the other specifically for adults. The company is found to ship its products to locations across the globe.

Strengths

• The demand for anti-pollution masks keeps growing due to rising pollution levels, increased awareness of health and wellness, the growing prevalence and incidence of respiratory ailments, increasing number of vehicles, and stringent government regulations regarding pollution control. In 2018, the global anti-pollution mask market size was worth $2.6 billion and by 2025, it is expected to reach $4.8 billion.  
• The demand for reusable anti-pollution masks has also grown due to increasing disposable incomes and healthcare expenditures as well as increasing awareness of airborne diseases.
• Manufacturers in the market are constantly coming up with innovative products, giving customers a variety of options. In 2017, for example, Clean Air Store launched the RespoKare Mask which has an indicator of the level of NO2 gas exposure; and Health Innovative launched "the world’s first invisible anti-pollution pit nose mask". In 2016, Xiaomi released a battery-powered mask that filters out PM2.5 particles and in 2019, Purelogic Labs India launched a mask specifically for children. 
• Vendors across different verticals are planning to invest heavily in this market, and the major players are growing due to joint ventures, mergers and acquisitions, collaborations and partnerships. 

Weaknesses

• Some masks have proven to be ineffective, especially those that cause leakages, have reached their filtering capacity, or have irregular shapes.
• There are growing complaints among users regarding the heating of breathing air, sweating, as well as breathing difficulties due to wearing anti-pollution masks. Furthermore, there are additional costs related to worn out filters and replacement of masks. This affects the growth of the market.
• The growth of the global anti-pollution face mask market is also being hampered by risks related to the materials used in manufacturing the masks as well as allergy-related issues.

Opportunities

• The rapid industrialization and urbanization of developing countries such as India and China presents a threat of rising pollution levels, which will create even more demand for anti-pollution masks.
• There is an increasing trend of online purchases through various platforms such as Alibaba, Snapdeal and Amazon, and this could help to increase the generation of revenue in this market.
• The anti-pollution mask market is largely untapped, as the number of people wearing the masks globally is still small. Companies can improve their reach by convincing more people to wear the masks.
• There is a lot of research and development in this market, which presents opportunities for new technologies and products. In addition, there is opportunity to develop lighter, reusable and even fashionable masks.

Threats

• There are various environmental interventions being done to combat pollution including the closure of polluting industries. Although the implementation is slow, it could eventually render anti-pollution masks useless, as the masks are the current simple solution. 
• There is an increasing level of automation in industries involved in hazardous processes, which may lead to a decrease in the number of workers who commonly wear the masks. The growth of the air pollution mask market may be hindered by this.
• There are substitutes to anti-pollution masks such as nasofilters, more affordable and practical alternatives, which could restrict the demand for anti-pollution masks.