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All Out case study
 

All Out case study

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Case Study - All Out

Case Study - All Out

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    All Out case study All Out case study Presentation Transcript

    • Case Study
    • Karamchand Appliances Pvt. Ltd. (KAPL)
      KAPL’s Brand ‘All Out’ is almost a generic
      name for liquid vaporizers.
      Liquid Mosquito Vaporizers is a Rs.4 bn Segment in India with ‘All Out’ having 69% market share in 1999.( Result of conversion of large no. of customers to vaporizer users).
      KAPL managed to wrest market share amidst stiff competition from corporate giants like Godrej Sara Lee Ltd (GSLL) and Hindustan Lever Ltd (HLL).
      Background
    • Technological innovations
      1stMover Advantage
      Aggressive Marketing
      Reasons for Success
    • Product:
      First of its kind/ New variant
      Quality/ Technologically sound
      Transition – Cord to plug
      Product Features
      High Quality Packaging
      Marketing Mix Analysis
    • Price:
      Price was initially high to recover cost of initial investment
      Flexible pricing strategy
      Marketing Mix Analysis
    • Place:
      Behind its competitors in terms of accessibility
      The only P in which KAPL was behind its major competitors was “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.
      Marketing Mix Analysis
    • Promotion:
      Unconventional advertising strategy
      Hindi Movie Video Cassettes
      FM Radio
      Evening News Program/ Test Cricket Commentary
      Movie Songs/fight sequence on Doordarshan and SitiCable
      Series of failed ads by agencies followed by cost effective approach by promoters
      Adapting ideas from the parent company
      High mind recall
      Marketing Mix Analysis
    • Invested heavily in other categories while ALL OUT had a single point focus
      Could not catch up initially with the advertising challenges poised by ALL OUT
      Entry into the vaporizer segment led to the overall expansion of the market
      Other Competitors - Failure
    • SWOT Analysis
      Weakness
      • Harmful effect of chemicals
      • Advertising criticized by the industry
      • Major profits only through 1 product
      Strengths
      • Advertising Strategy
      • Japanese Wick Technology
      • Hassle-Free
      • Lasts Longer
      • Pricing
      Opportunities
      • Diversification of products
      • Mosquito repellent spray
      • Mosquito repellent band
      • Creams
      • Electric racquets
      • Ultrasonic sound devices
      Threats
      • Dependence on a flagship product for now
      • Advent of new substitutes in the market.
      • Can lose out on a market where there is no electricity
    • Analyze the toxic hazards, if any, caused by mosquito repellent chemicals
      Work in the R&D of product so as to improve the quality of the product
      Innovative advertising strategies
      Ensuring success…
    • Thank You