Chitkara business school marketing management presentation Submitted by: Komal Sharma Kulbir Arushi Gaurav Anshum
TOPIC The company Karamchand Appliances Private ltd. has hired you for consultancy for mosquito repellent brand. Find out all the history background on their brand, its STP and 4P’S . Also analyze the competitors. Identify the stage of PLC at which the brand is currently and suggest the marketing strategy accordingly.
History/Background Of Allout KAPL brand “All out” is a generic name for liquid vaporizer. KAPL began developing it in 1987 at Baddi (HP) All out was launched in April 1990 by a small company KAPL(Karamchand appliances private ltd.) The company was run by Arya brothers-Naveen, Anil and Bimal.
Continue History… Initial success was largely due to technological innovation. KAPL decided to handle the advertising for all out on its own. - an animated frog jumping ad KAPL’S distribution network consisted of around 120 distributors across the country. KAPL was a single product company i.e. niche market. SCJ (sc john) acquire All out in early 2000.
CONTINUE HISTORY… KAPL managed to wrest market share from corporate giants such as Godrej Sara Lee ltd.(GSLL) and HUL with strong brands such as good knight, mortein with 69% share in 1999. It was launched at Rs 225 due to initial cost but later it was reduced to Rs.135 in 1994 and Rs.99 in 1999.
Major playersThe major competitors of All out are as follows: GOOD KNIGHT,GSLL MORTEIN, RECKITT BERCKISER. MAXO,JYOTI LABS.
CURRENT MARKET SHARE Leader: All out (45%) Challenger: Good knight (39%) Follower: Mortein(12%)
SUBSTITUTES SUBSTITUES OF ALLOUT VAPORISER COMPRISES OF : MATS(10%) COILS(50%) CREAM(3%) SPRAYS (2%)
The 1st P: Product Pioneer Effect: First of its kind. Technically Sound: Dependable Japanese Technology. Smoke Free No residue, almost odorless. Long lasting. Ease of Use.
The 2nd P: Price Flexible pricing to accommodate market sentiments. KAPL was proactive with its flexible pricing strategy. It set a trend in the process. product combo advanced refill All Out 63 99 49 Good knight 72 99 49 mortein 54 - 49
The 3rd P: Place GSLL and R&C were multi-product giants whereas KAPL was a newcomer with a single product. Hence the former companies (before launching vaporizers) already had well established distribution networks. The only P in which KAPL was behind its major competitors was “Place”. Of the 9 lacs outlets across the country that sold repellants, KAPL was available in only 18% (120 distributors)
The 4th P: Promotion The ads of All Out were unique and immediately caught the imagination of the masses. The ad had high mind recall. Since KAPL themselves handled the account the advertisement cost was quite low. Other strategies: 1. Hindi Movie Video Cassettes 2. FM Radio 3. News Program Sponsors 4. Movie Song/Dance/Fight Sequence sponsoring on satellite TV Channels. 5.Exchange mat machine
SEGEMENTATION: Segmentation of allout is done according to the Geographical : METRO(22.6%) URBAN(16.4%) RURAL(6.9 %)
Targeting KAPL is targeting on the households of: URBAN cities. METRO cities.
Positioning Machro ka Yaamraj.. Surkshit Parivaar.. Generic Name..
Product life cycle The all out is at it maturity stage. The sales are stable. As the competitors are increasing and there is a stiff competition. Good knight having 43% and all out 42% in july 2011. however in MAT all out still has the highest market share of 45% and good night of 39%. So we can say that the product cycle has reached a maturity stage..
Strategies Launching a new herbal product (reducing ALLETHRIN).. Battery operated Spreading awareness via Campaigning Actions against duplicity Tapping rural market Different fragrance (room fresheners)