Mortein case study mARKETING bRAND pOSITIONING
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Case of Mortein trying to build its brand and expand market share in India
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Mortein case study mARKETING bRAND pOSITIONING
- 1. Mortein Vaporizer: What lies beneath Brand Positioning Abhradita Sen 2016191 Aishwarya Usgaonkar 2016194 Alankrita Mishra 2016195 Ankit Sen 2016198 Joshua Desouza 2016216 Shubham Ghosh 2016236 Ishu Verma 2016213
- 2. Differentiation factors (Brand Persona) All Out • Excitement: Jumping Frog, Fighting Samurai, “Machharon ka Yamraj” • Sophistication: High priced when launched catering to the upper segments • Competence: “MMR” GoodKnight • Sincerity: safe, gentle, effective, unobtrusive, protector in complete harmony with housewives. • Competence: protection against mosquitoes, other brands talked of killing them. • Excitement: 3 pronged strategy identifier – Advanced, Naturals and base range Mortein • Ruggedness: 7x powerful (Powerguard), effective against mosquitoes and houseflies. • Sophistication: New superior fragrance (Mortein PowerGard) • Excitement: Lustrous golden packs with shining arrow enhancing visibility. • Competence: ‘Mom and Mortein’
- 3. Brand Architecture of Mortein and Good Knight's mosquito repellent products Reckitt Benckiser (RB) (Branded House) Mortein GSLL (House of Brands) GoodKnight BanishHitJet Parent brand:GoodKnight Sub-brands:GoodKnight Advanced,GoodKnight Naturals,GoodKnight base range Flagship Product- Mortein Coil, intends to change it to Vaporizer Umbrella Brand- Mortein
- 4. Product Hierarchy of Mortein Vaporiser (Consumer and Firm Perspective) Need family-safety from diseases caused by mosquitoes houseflies Product family-health and hygiene Product class-Insecticides Product line-mosquito repellents Product type- Vapourizer Brand- Mortein Items bCore benefit Basic product Expected product
- 5. Product Mix Strategy • Product depth of vaporisers including combo packs and refills • 29% of the mosquito repellent market of Rs 8.25 billion • High contribution from Coils and vaporisers to the revenue • High proportion of revenues come from urban markets and low rural penetration Existing Position Forecasts • The insecticides market is poised to grow by 18% over the next 6 years • Electric insecticides projected to grow by 30% from Rs 7.2 billion to 9.4 billion in 2013 • Introduction of low cost, battery operated vaporizers targeting the rural market as a part of down market line stretch. • Continuous focus on the electric insecticides. However, continuously monitor the high revenue generating product, i.e. coils Strategies Insect Repellents Vaporizers Powergard vaporizers Coils Powergard Power Booster Powergard power jombo Powergard Max Power Mats Powergard Mat Aerosols and Sprays Target Spray All Insect Killers Cockroach killer
- 6. Thank You
Editor's Notes
- Brand Personality is a specific mix of human traits that can be attributed to a particular brand. Following are the various traits: Sincerity: down to earth, honest, wholesome and cheerful. Excitement: daring, spirited, imaginative and up to date. Competence: reliable, intelligent and successful. Sophistication: upper class and charming. Ruggedness: outdoorsy and tough. In a comparative analysis of the various differentiating factors pertaining to brand persona, following observations can be done. All Out: In the famous advertisement launched by All Out featuring the jumping frog eating away the mosquitoes, succeeded in creating a brand awareness among people. In addition to it, the human trait that can be attributed to this move of All Out is excitement as the whole concept was imaginative and brilliantly executed. In addition to this, the advertisement also featured a Samurai finishing off mosquitoes also personified the product as spirited and daring. All Out was the first to come up with the segment of vaporiser and the target customers were high end urban customers. Being a market leader in this segment, they had priced the products extremely high, thus creating a sophistication for the product. As All Out had been a market leader for quite some time in the liquid vaporiser segment, they had engaged in high brand promotion through aggressive campaigns. In their advertisements, they came up with the concept of MMR or Mosquito Mortality Rate, which signified a competent trait of humans Good Knight Good Knight created a brand awareness among its consumers through focus on consumer safety and protection against mosquitoes as one its main features. It incorporated the values of family protection and a sense of security as one of the core benefits of its products. These traits signified a sincere human trait for the brand. The emphasis on the value “protection” and leveraging their campaigns on emotional benefits by Good Knight against “killing the mosquitoes” by other brands was an intelligent move by the company. This was an important brand persona of Good Knight. The brand had also created three-pronged strategy characterised by the key differentiators like Good Knight Advanced, Good Knight Naturals, and the base range of Good Knight. Mortein: Mortein was the market leader in the Mosquito Repellent market with a 29% market share. However, vaporizer market of Mortein was only around 10%, compared with All Out (more than 50%). However, in the vaporizer segment, mortein had a very low market share. Mortein could be differentiated on the basis of brand persona on the following factors: Ruggedness: The core value that Mortein emphasized on was the “7 times more powerful” aspect of its product. This clearly indicates the tough character of the product that the company was trying to portray. They also promoted the fact that their products are effective against both mosquitoes and houseflies. Sophistication: Mortein’s one of the characteristic differentiating factor was its superior fragrance which exhibited a charming trait for the brand. Excitement: Mortein’s products were packed in lustrous golden packs emphasizing their shinining arrow, thereby increasing its visibility among the consumers. It was a creative design and was eye-catching which exhibited a spirited and imaginative trait of the brand. Competence: Mortein came up with exhaustive brand promotions including their “Mom and Mortein” campaign which showed the reliability of the brans. Successful trait was eventually observed with the classic “Louie” campaign of Mortein which became very popular with growing years.
- GSLL followed House of Brands architecture as it can offer new brands which can be positioned differently from its Existing Brands. This architecture provides competitive advantage to GSLL as it can position itself differently for its different Brands. For Example Hit of GSLL which positioned itself in contrast to GoodKnight’s safe,gentle and caring brand image. Hit being an altogether a different brand did not harm the image of Goodknight. Mortein of RB has Branded House architecture as it has one umbrella brand name Mortein. Mortein has positioned itself as a powerful brand with a negative emotion of fear for all its product offerings. Thus, If Mortein wishes to come up with something that is gentle and safe Consumers might not associate with it. Line Modernization- A strategy in which items in a product line are modified to suit modern styling and tastes and re-launched as Mortein is re launching PowerGard with new superior fragrance, greater content, additional features, new packaging and new promotion technique with strong media support banking on the new communication titled Mom & Mortein so that it can eliminate the negative connotations associated with it. Flagship Product of Mortein- Mortein captured mosquito repellent segment and in particular the coil market through Mortein Coils. It gave them explosive sales during the first 8 years and 86% of the category net revenue. It was Mortein’s first product for which it got the maximum fame and sales. But now as the market is shifting to Vaporizer due to harmful effects of coils, Mortein should have vaporizer as their Flagship Product. Depth in coils- Mortein PowerGard Power Booster, Mortein Powergard Power Jumbo, Mortein PowerGard Max Power The difference between the Brand Architecture of GSLL and RB was that RB was Branded House i.e, all the products of RB were named ‘Mortein’ but GoodKnight was one of the Brands of GSLL like its other brands- Hit,Banish etc. Each Brand of GSLL carried a different Brand image and Position in the market. Sub Brands of GoodKnight were GoodKnight Advanced,GoodKnight Naturals,GoodKnight base range (Key Differentiators) . All these three sub brands have their products in following lines of Aerosol,Coil, Mat, Vaporiser. Whereas Mortein sells all his products under PowerGard category. Mortein has depth only in the coil and Aerosol category i.e, Mortein PowerGard Power Booster, Mortein Powergard Power Jumbo, Mortein PowerGard Max Power in coils. In the Aerosol Mortein Target, Mortein Instant Cockroach killer, Mortein Multi-Insect Killer and Mortein all Insect Killer. Whereas in the Product line of Mat and Vaporizer only Mortein PowerGard is available without any depth.
- Product Hierarchy from firm’s perspective Need Family: The core need that underlies the existence of the product family is to provide safety from diseases caused by insects. Product Family: All the product classes that can satisfy the core need with efficiency and effectiveness belong to the category of health. Product Class: Product class is a subset of the product family that fulfils a certain function .Over here product class represents insecticides that kill disease causing insects. Product Line: Within the product class of insecticides, mosquito repellents like vaporizers, coils and aerosols perform similar functions of killing mosquitos. Brand: Mortein Items: Vaporizers in the form of combo packs and refill packs. The combo packs include a machine and refill, whereas refills come in the form of 45 and 60 nights refills Product Hierarchy from consumers’ perspective Core Benefit: The core benefit that the consumers seek is safety from the diseases caused by insects. Basic Product: The basic product that fulfils the consumers’ core benefit is the machine of the vaporizer along with the refill. Expected product: Effective, convenient and safe to use, non- hazardous, environment friendly, economical
- Width: As a part of the product mix, the width of the brand involves the 4 major product lines that the brand carries. In the case, the brand carries Vaporizers, Coils, Mats and aerosols and sprays Length: Length dimension refers to the number of products in the product mix. Based on the figure there are 9 products in the product length. Depth: With regards to the depth of the not too much variants are offered under the brand. Product Line modernization: Mr. Panda planned to relaunch the brand under the name of Mortein Powergard with more content and better formulations providing additional features such as superior fragrance as a differentiating factor. An additional dimension of superior packaging was also undertaken as a part of the product modernization. Mr. Panda as a part of the product mix strategy should continuously monitor and carry out line modernization of the products according to the dynamic market conditions.