The document discusses Mortein, an Australian brand of mosquito repellent owned by Reckitt Benckiser. It provides an overview of Mortein's current market situation in Bangladesh, including its market share, target markets, and competitors. It then outlines Mortein's plans to launch new variants of its coil, aerosol, and vaporizer products to attract different customer segments and boost sales. These include mini packs containing two coils, a mini aerosol bottle, and twin packs containing two vaporizer bottles.

1. Mosquito Repellent
CURRENT MARKET RESEARCH AND NEW VERSION DEVELOPMENT

2. Mortein is an Australian brand of household insecticide,
the manufacturer is owned by the Anglo-Dutch
company Reckitt Benckiser. Together with its sister
product Aerogard, a popular insect repellent, Mortein is
widely used in Australia and is marketed internationally.
Mortein is also available in New Zealand and India. In
Spring 2013, Mortein was sold in stores around Fiji and
the Comoros. It is a very popular insecticide brand in
Pakistan.
Current Marketing Situation
BRAND
INTRODUCTION
Mortein's slogan is "More smart, more safe, Mortein."

3. 2017 2018 2019
2,000
1,500
1,000
500
0
CURRENT MARKETING
SITUATION
the overall mosquito
repellent market,
comprising aerosol,
smoke coil and
vaporiser, stood at Tk
1,579.5 crore, which was
Tk 1,336.3 crore and Tk
1,061 crore previously
In 2019, Bangladeshi
consumers spent 18%
more on mosquito
repellents from a year
earlier
4Ps: Production Strategy
AEROSOL COIL VAPORIZER
115 134 175
939
1193
1390
6.8
8.9
14.6
X-axis = Year Y-axis = Tk in crore
Source: https://www.thedailystar.net/business/news/mosquito-repellent-brands-grin-phobia-reigns-1857376

4. The primary reason for Mortein being
a successful brand is innovation.
Right from the initial days, the brand
has launched a number of different
products that can kill insects and
rodents in the house.
Mortein focuses on killing insects.
PRODUCTION STRATEGY
4Ps: Promotion Strategy
PRODUCT LINE: MOSQUITO REPELLENT
PRODUCT TYPE:
VAPORISER, COIL, AEROSOL
BRAND: MORTEIN
Family safety from diseases caused by mosquito

5. They introduce different types of
the same product catagory to
attract different types of
customer
Louie The Fly
Mortein uses an animated
charcter "Louie the fly" to
promote their product in
humorous way
Mortein's slogan is "More smart, more safe, Mortein."
Innovation
4Ps: Pricing Strategy
Promotion
Strategy

6. Aerosol 270 Tk
3 different products and pricing: 4Ps: Placement Strategy
Pricing
Strategy
Coil 50 Tk
Vaporizer
Mortein Powergard
Mega Coil (12 Hrs)
Mortein Flying Insect
Killer Aerosol - 450ml
110 Tk
Mortein Powergard
Electric Vaporizer
Refill Pack 45 Nights

7. There are more than 10 lakh physical store in
Bangladesh and many more online e-commerce
platform to sell mosquito repellent products.
Current Target Market
Placement
Strategy
Physical Store Online
Marketplace

8. Current Target Market
Competitive Graph

9. Mortein & Others
67.1%
Eagle
10.1%
Jonaki
5%
Baoma
4.9%
Boss
4.7%
Night Guard
4.2%
Black Fighter
4.1%
source: https://www.thedailystar.net/business/news/mosquito-repellent-brands-grin-phobia-reigns-1857376
SMOKE COIL MARKET
New Version of the brand
GoodKnight
96.8%
All Out
3.1%
ACI
91%
Xpel
4%
Hit
4%
VAPORIZER MARKET AEROSOL MARKET
COMPETITIVE GRAPH
0.01% in Vaporizer Market (Mortein)
1% in Aerosol Market (Mortein)

10. MINI
MINI
PACK
PACK
CONTAINS 2 COIL
CONTAINS 2 COIL
NEW VARIANT OF COIL
6HRS + 6HRS
6HRS + 6HRS
MINISOL
150ML
1500 SPRAY
NEW VARIANT OF AEROSOL
NEW VERSION OF THE BRAND
Prospective Target Market
TWIN PACK
TWIN PACK
CONTAINS TWO BOTTLES
CONTAINS TWO BOTTLES
NEW VARIANT OF VAPORIZER

11. MINI
MINI
PACK
PACK
CONTAINS 2 COIL
CONTAINS 2 COIL
6HRS + 6HRS
6HRS + 6HRS
MINISOL
150ML
1500 SPRAY
TWIN PACK
TWIN PACK
CONTAINS TWO BOTTLES
CONTAINS TWO BOTTLES
PROSPECTIVE TARGET MARKET Market Segmentation
Lower and Middle
Income Class
Households
Middle and Upper
Income Class
Households
Middle and Upper
Income Class
Households
Both in rural and urban areas

12. MINI
MINI
PACK
PACK
CONTAINS 2 COIL
CONTAINS 2 COIL
6HRS + 6HRS
6HRS + 6HRS
MINISOL
150ML
1500 SPRAY
TWIN PACK
TWIN PACK
CONTAINS TWO BOTTLES
CONTAINS TWO BOTTLES
Targeting Strategies
MARKET SEGMENTATION
No Smoke
Coil
Orange
Flavored
Lavender
Lemon
Orange
Flavored
Lavender
Lemon
Orange
Flavored
Lavender
Lemon

13. MINI
MINI
PACK
PACK
CONTAINS 2 COIL
CONTAINS 2 COIL
6HRS + 6HRS
6HRS + 6HRS
MINISOL
150ML
1500 SPRAY
TWIN PACK
TWIN PACK
CONTAINS TWO BOTTLES
CONTAINS TWO BOTTLES
Targeting Strategies Continued
TARGETING STRATEGIES
Attributes Attributes Attributes
Coil
Contains 2 Coils
Mini Pack
4 Different Type
Aerosol
Contains 150mL Liquid
Minisol
3 Different Type
Vaporizer
Contains Two Bottles
Twin Pack
3 Different Type

14. MINI
MINI
PACK
PACK
CONTAINS 2 COIL
CONTAINS 2 COIL
6HRS + 6HRS
6HRS + 6HRS
MINISOL
150ML
1500 SPRAY
TWIN PACK
TWIN PACK
CONTAINS TWO BOTTLES
CONTAINS TWO BOTTLES
We have 3 different products and total 10 different flavor for 10 customer segment.
Differentiated marketing can be applied to attain diversification, boost sales
performence and maintain product distinctiveness
Positioning
TARGETING STRATEGIES CONTINUED

15. MINI
MINI
PACK
PACK
CONTAINS 2 COIL
CONTAINS 2 COIL
6HRS + 6HRS
6HRS + 6HRS
MINISOL
150ML
1500 SPRAY
TWIN PACK
TWIN PACK
CONTAINS TWO BOTTLE
CONTAINS TWO BOTTLE
Positioning Continued
POSITIONING
Health and Safety Need
3 categories
10 different
types of
product
Mini Pack,
Minisol,
Twin Pack

16. MINI
MINI
PACK
PACK
CONTAINS 2 COIL
CONTAINS 2 COIL
6HRS + 6HRS
6HRS + 6HRS
MINISOL
150ML
1500 SPRAY
TWIN PACK
TWIN PACK
CONTAINS TWO BOTTLE
CONTAINS TWO BOTTLE
Thank You
POSITIONING CONTINUED
Mini Pack, Affordable, 12 Hours Usage
Minisol, Affordable, 1500 spray, Easily Carried
Twin Pack, More efficient, More Backup

17. THANK YOU
SK FAISAL BAREE AURRNO
1921892
MOHAMMAD ASHFAQ UR RAHMAN
1930087
SHAKIB AL HUSSAIN
1930761
TAMIMA BINTE AZIM
1931358
MD. MAHMUDUL HASAN EMON
2020808
MINHAJUL HAQUE
2021089
ABED KHAN
2021484