The company Karamchand Applianceslimited has hired you for consultancy fortheir mosquito repellant brand. Find outall the history / background of theirbrand , its STP and 4Ps. Also analyze thecompetitors, Identify the stage of PLC atwhich the brand is currently and suggesta market strategy accordingly
Traditional Methods • Burning of incense sticks.• Fumigation using Neem leaves. • Use of mosquito nets.
Background • Arya brothers – Maharashtra based family. • Decided to get the technology from Japan and planned to launch the vaporizers. • Inspired by the Vaporizer being manufactured by Earth. • Agreement between Earth and KAPL.• Development of certain key components started at Baddi(HP) in 1989.
Background (Cont..) • Hired a research agency to help them to come up with the brand name for their product. • Recommendations – Freedom , Choo Manta. • ALL OUT was finalized. • High quality packaging from Hyderabad , Andhra Pradesh. • Finally launched in Mumbai in 1990.• SC Johnson acquired ALL OUT from KAPL in 2000
Current Situation • According to the July 2011 market share figures by Nielsen, GoodKnight has overtaken AllOut in liquid vaporizers to become the leader in this segment of mosquito repellents, when compared to the same period last year.• Godrejs share in July 2011 was a little over 43%, while that of SCJ India is just about 42%. This is the first time Godrej has overtaken SCJ in liquid vaporizers, a segment which contributes around 25% to the roughly Rs 3,000 crore household insecticides market. • AllOut, a brand which SCJ India acquired from Karamchand Appliances in early 2000s, has the first mover advantage in liquid vaporizers. It has had a clear lead over GoodKnight ever since its launch.
Product • First of its kind/ New variant• Quality/ Technologically sound • Transition – Cord to plug • High Quality Packaging
Price • Price was initially high to recover cost of initial investment • Flexible pricing strategy • All Out’s 45-night pack at Rs.54 in response to Good knight’s 60-night refill pack RS.63• Premium Pricing, creating an impression of a premier product
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. • Now
Promotion • New advertising strategy • Offering community outreach and disease prevention programs. • This monsoon, the frog will not croak, nor will it eat mosquitoes which it has been doing non-stop over the last 15 years.• The frog is out of the business and out of the advertisement of All Out for the first time since the mosquito repellant brand aired its first TV commercial in 1996.
Segmentation • The urban and the rural areas• In consideration to Mats and Coils as well in rural areas
Targeting• Targeted the customers who were already using Mats and coils
Positioning• Repositioning itself. It has put to rest its most powerful brand element and mascot – the animated frog - and changed its tagline from Maccharon Ka Yamraaj to Maccharon Pe Vaar, Surakshit Aapka Parivaar.
PLC – All Out Introduction(Development and introduction of All Out) Growth (Establishing a new market segment) Maturity (Leader in Mosquito Repellant Market) Decline (Good night bites All out in July 2011)
What could be the new strategies implemented in order to gain its old market position?