3. This segment is characterized by low competition & high
consumption.
The mosquito repellents market is valued at Rs.1600 corers &
growing at 15% annually
KAPL’s All out created a new segment for mosquito repellants.
With in a decade, with a total market share of 60% it has become
a market leader.
Major competitors for ALL OUT were corporate giants such as
GSLL & HLL with strong, established brands such as Goodknight,
jet, Tortoise, Baygon, & Mortein, amidst stiff competition.
4. Arya brothers with the technology of Japanese Earth
chemical Co. Ltd. Launched in April 1990 in Mumbai.
KAPL hired add agency such as HAT & other one of the
best creative agencies.
KAPL designed there own add.
KAPL advertised on VCD’s , TV shows, FM radio & test
cricket commentary on All India Radio(AIR), to
communicate in cost-effective manner.
Twin pack, Deadly offer, All Out’s 45-night pack at Rs
54.
5. 255 species of mosquitoes and spreading
diseases like malaria, dengue fever, yellow
fever etc.
Alternatives to household repelling methods
are various mosquito repellents like mats,
coils & vaporizers.
By mid 1990s, vaporizers had attained a
market share of 5% dominated by KAPL, with
Rs.253 million in 1996-97.
6. 16.4% - urban areas
22.6% - metros
6.9% - rural areas
7. Mats – 51%
Coils – 21% (first brand launched ‘TORTOISE’,
market leader in this segment with 67%
market share)
Vaporizers – 7%
8. 1600 crore market growing at CAGR of 15%, low
competitive market with more consumption. 54
manufacturers with 72 brands. Awareness about
mosquito diseases among people leads to the growth of
this market showing positive sign for manufacturers,
entrants & existing players.
Karamchand Appliances Private Ltd. (KAPL) company’s
brand ALL OUT (liquid vaporizer), a 4billion market
segment in mosquito repellents. Market leader with 69%
market share in 1999.
It borrowed its technology of vaporizer from Earth
Chemical co., Japan by investing in manufacturing the
components of product & began developing kep
components at its factory in 1989.
9. The competition in the mosquito repellent
industry just got tougher with the launch of
newer forms of repellents like personal sprays
and gels
Goodknight
Jet
Tortoise
Baygon & Mortein
10. Bayer Chemicals Balsara Hygiene Tainwala
Baygon spray Odomos(cream) Casper brand(mats &
coils)
Baygon power mats
Baygon knock out
11.
12. Creams: these are application based and have to be
applied on the body and Indians normally averse to suck
creams and lotions (“unless it is a beauty product) its
odour is also not that good.
Coils: this was a modification to the Burning of incense
sticks, fumigation using Neem leaves; it reduces lot of
smoke and people have suffocation sensations; burning
eyes.
Mats: these were a big hit but; as a new segment of
vaporizer was created which is much superior & is more
effective; the mats lost the share.
13. Be aware of the following factors that can lower
repellent effectiveness:
Use of sunscreens
Dilution by rain or swimming
Absorption into skin
Quick evaporation due to wind and/or high
temperatures
14. GSLL
(market leader in
Mats seg. With 68%
Share in 2000)
Rickitt & Coleman
(2nd largest player
in coils seg. After
Tortoise)
HLL
Jet fighter (1997) Mortein Raid
Jet Jumbo (2000) Mortein King Attack
Goodknight Jumbo
(1999)
Mortein Red
Goodknight Instant
Goodknight Smokeless
Banish (mats)
Hit (aerosols)
Hit lines (chalks)
Mosfree (lotion)
Hexit (spray)
Goodknight (vaporizer)
15. In 1996-97, with 40% market share of vaporizers &
increased market size
In 1999, gone down to 21% share lending 19% to ALL OUT)
GSLL launched 60-night refill pack at Rs.63 against ALL
OUTs 45-night pack at Rs.54, but could not be successful.
Decline in Goodknight’s share by 9.3% in volume terms
between sept.1999 and feb 2000. Then, GSLL reduced the
price of vaporizer, but got little effect on sales.
16. Catchy Brand name for all segments of people
Well-known packaging from Hyderabad, A.P
Advertising by Avenues, one of the best
creative agencies in India(‘ALL OUT for
modern mosquitoes, baseline)
17. Advertising by HTA( brought humor to draw
attention)
Own advertising….using animated frog eating
mosquitoes, later with a man competing with frog (
costed-Rs.50,000)
Advertisements on videocassettes of Hindi movies
in a big way( they justified for being called as
‘down-market’ by saying that these cassettes were
sold 20times in grey market- costs fraction of T.V
ads)
18. Advertising in evening news prog on FM radio
& through state-owned AIR in test cricket
commentary in a cost-effective manner.
On T.V, sponsored for news programs than
other costly progs.
Sponsored during dance/fight sequences in
siticable & doordarshan(4-5times)
19. (Matsushita electronics) model : Rs 225
Cord model (1994) : Rs 135
Pluggy model (1995) : Rs 90
Twin pack (offering pluggy &
cord model) (1996) : Rs 135
Pluggy & refill pack (1998) : Rs 99(‘deadly offer’
deal, indicated a loss in vaporizers)
Exchange offer for mat machine
with pluggy (1999) : Rs 27
Extra MMR (2001)
20. The increased competition also rationalized the
price of vaporizers. Companies began to lower the
price of the vaporizers ( captive product pricing)
and gain the margins by selling the refills.
What is interesting about the marketing of All out
is the strategy of using animation in their
advertising. Besides the consistent using of the
jumping frog, the brand also used animation
extensively in their advertising.
21. Right now All out have the slogan " Macharoen ka
Yamraj " . The brand also uses the acronym MMR
to differentiate itself from the competition. MMR
stands for Mosquito Mortality Rate. All out claims
that it has more MMR than the rest of the
competition.
Aggressive marketing has made All out a pioneer
in creating the vaporizer segment in India. The
brand also showed that a small company can
create and lead a new category through smart
aggressive marketing.
22. 120 distributors across country. Of 90,000
outlets for selling repellants, KAPL was
available in only 18%(16,200). R&C with 55%
& 54% for GSSL
23. Illiteracy & less health awareness in rural areas
Increasing concern over harmful effects of
chemicals used in mosquito repellants on health
of man.
Reports by researchers(MRC), doctors across the
world about the usage of harmful chemical,
allethrin in liquid repellants cause breathing
problems, cancers, skin diseases, itching, asthma
etc.
24. Doubts about the efficacy of mosquito repellants
as no brand gives 100% protection against
mosquitoes.
Poor advertising strategy as said by critics
Extra MMR i.e. bringing in additional toxins like
d-Allethrin in product
Disturbance caused to the viewers due to
continuous advertising in between songs, fights
& dance.
25. All Out just does not do what it claims, i.e. drive
out/ kill mosquitoes.
First things first, the ’60’ nights refill will last
max only about 40 nights, that too with the
regulated (lab-rested) 8 hours usage per night.
So in reality a 45-night refill lasts max 30 nights,
so you are not really getting the value for money
you deserve.
26. Secondly is the fact that the mosquitoes have
become resistant to it... after about 6 months of
usage mosquitoes happily fly around, buzzing
and biting us often at night (ouch!). Mosquito’s
have gotten immune of this all-out.
Thirdly is the quality control problem... Also the
machines seemed to die out in a year or so.
27. Competition from multiproduct companies
with good budget
Duplicate brands came up using adulterants
affecting the ALL OUT brand
Issues related to health awareness popping
up.
Problem in sustaining its product demand in
the market
Power cuts in rural areas affects its sales
28. Health issues
Quality effectiveness is low.
Toxic effects of the chemicals used.
29. Listing out of effective contents of product
Innovative Advertising to brand themselves as
the best mosquito repellent with less harmful
side effects
30. Use of substitutes for d-allethrin chemical
toxin which is less toxic
Conducting awareness programs on mosquito
diseases like dengue and chicken guinea and
promoting mosquito vaporizers.
31. All Out should communicate to the customers in
terms of health safety.
Advertising concept should be changed
It should come out with new innovative ideas to
sustain in market as a leader.
It should concentrate on rural market for high
profits.
