INSTITUTE OF PUBLIC ENTERPRISE ,MARKETING PRESENTATION

1. 'All Out' - Marketing a
Mosquito Repellant
PRESENTED BY:
V.PAZHANIVEL
PGDM-IB(22)

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. WHAT LIES AHEAD
• Analyst expected the Indian mosquito repellent market to
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.

4. PRODUCTS

5. ALTERNATIVES
6 months free service
at selected retail
outlets

6. Growth of All Out
Product
• Pioneer
• Japanese Technology
• Product Quality
• Reliable and easy to use
Price
• Premium Pricing
• Flexible pricing to accommodate market
Sentiments.
• From Rs. 225 to Rs. 135 to Rs. 99 to Rs.
54.
Marketing Mix
Place
• Place is where KAPL is behind its
competitors.
• Out of 9 lacs outlet on 18% i.e 120
distributors.
Promotion
• 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

9. SWOT ANALYSIS

10. 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%