Presented By:- Abhishek Gupta Abdul Mateen Mansi Mittal Saket BihariSharda Prakash Pandey Tanya Jaiswal Vishal Sudera FOSTIIMA Business School
India had a large and growing market for mosquito repellants. Allout :- Generic name for liquid vaporizers. Belongs to Karamchand Appliances Private Limted (KAPL). “Mat” market was flourishing, KAPL wanted to invest in this market.
Tied up with Earth chemicals (Japan) for making Mats. KAPL saw a vapourizer being sold by Earth in Japan with huge popularity. Decided to manufacture vaporizers. They finally launched vaporizers in 1990.
PLACE MARKETINGPRODUCT PRICE MIX PROMOTION
First of its kind/ new variant. Advanced Technology. Transition –cord to plug. Highly effective than Mats. High quality packaging.
Price was initially high to recover cost of initial investment . Premium Pricing, creating an impression of a premier product. Flexible pricing strategy to accommodate market sentiments. Year Price 1990 Rs.225 1994 Rs.135 1995 Rs. 90 1996 Rs.135(Twin Pack ) 1998 Rs.99(Deadly Offer) 1999 Rs.27(Deadly exchange scheme)
Available only at 18% (120 Outlets) only. The only P in which KAPL was behind its major competitors was „place‟ and accessibility. GSLL and R&C were multi –products giants where KAPL was a new comer with a single product . Hence the former companies (before launching vaporizers) all ready had well established distribution networks .
Ads were unique . Unconventional advertising strategy Hindi movie cassettes FM radio. Evening news program/ Test cricket commentary. Movie songs / fights sequence on Doordarshan and siticable. Adapting ideas from Earth chemicals. High mind recall. Advertisement cost was quite low.
Pioneer Product- First of it‟s kind. Dependable Japanese Technology. Innovative Technology. Effective and long lasting than Mats, coils etc. Strong Marketing strategies. No other competitor in vaporizer segment at time of launch, later GSLL and others came.
COMPETITORS ALLOUT ( GSLL & OTHERS ) Single point focus – Invested heavily in other one product company. categories also- Pioneer product- cream, spray, mats. vaporizers Focused mainly on mats Distribution channel and coils. weak ( 18%). Distributor channel strong ( 82%). Strong Marketing Weak Marketing strategies. strategies.
Strengths Strong Advertising strategy. Dependable Japanese technology. Hassle-free. Effective and long lasting
Harmful effect of chemicals Major profits through only one product. Misleading advertisements criticized by the industry. Excessive ads on television.
Diversification of products : Candles, Mosquito bats, spray etc. Tapping Huge rural market. Regular technological innovations to reduce harmful effects of chemicals. More innovative marketing and advertising strategies.
Dependence on a flagship product for now. Advent of new substitutes in market. Can lose out in market where there is no electricity. Price wars with the competitors.
Use herbal extracts. Details of contents on packing. Related diversification : Candles , Mosquitoes Bats ( all out ), sprays Battery empowered All-Out. Expand the distribution network.