Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

All Out - Marketing a Mosquito Repellant PPT


Published on

This presentation provides information on how can All Out adopt various methods to safeguard their falling market share.

Published in: Health & Medicine
  • Login to see the comments

All Out - Marketing a Mosquito Repellant PPT

  1. 1. 'All Out' - Marketing a Mosquito Repellant Presented By:Shruti N Murtaza I Rizwan S Shayada S Varsha S
  2. 2. INTRODUCTION All Out • All Out was a brand of KaramChand Appliance Private limited (KAPL). • All out is a generic name for Liquid Vaporizers, a segment of Rs. 4 billion (in 1999) mosquito repellant industry in India. • KAPL solely responsible for creating this segment with a market share of 69% in 1999. • Being a small family owned company its success is noteworthy as it managed to wrest market share from corporate giants such as Godrej Sara Lee Ltd. & Hindustan Lever Ltd.
  3. 3. Growth of All Out Product Price • Pioneer • Japanese Technology • Product Quality • Reliable and easy to use • Premium Pricing • Flexible pricing to accommodate market Sentiments. • From Rs. 225 to Rs. 135 to Rs. 99 to Rs. 54. Marketing Mix Place Promotion • Place is where KAPL is behind its competitors. • Out of 9 lacs outlet on 18% i.e 120 distributors. • Unique advertisement – Animated Frog • Video Cassettes, FM Radio, Program Sponsor and sponsoring of songs, dance and fight Sequence • Sales Promotion viz Twin Pack, 99 pack and deadly offer
  4. 4. • WHAT LIES AHEAD market to Analyst expected the Indian mosquito repellent grow in 21st century. • With improvement in literacy and health consciousness in rural areas, the use of mosquito repellants was expected to increase substantially in these areas. • However, increasing concern over the harmful effects of the chemicals like Allethrin in mosquito repellants on the health of human beings was expected to be hamper growth. • Criticism of All Out’s Advertising strategy and Extra MMR. • KAPL biggest competitors were large multi-product companies with financial muscle.
  5. 5. BACKGROUND OF THE SEGMENT • India has a large and growing market for mosquito repellants as it is believed that 225 species of mosquitoes are responsible for spreading diseases such as malaria and dengue fever. • In spite of the pervasiveness of the mosquito problem, the use of repellants in India is fairly low. – Urban Area – 16.4% – Metros – 22.6% – Rural Areas – 6.9 • In terms of value. – Mat Segment – 51% – Coils Segment – 21% – Vaporizers Segment – 7%
  7. 7. RACKETS 6 months free service at selected retail outlets
  8. 8. TIMED VAPORIZER MACHINES Japanese Technology & Quality