Karamchand Appliances Pvt. Ltd. (KAPL) owns the brand 'All Out' which dominates the Rs. 4 billion liquid vaporizer market in India with a 69% share in 1999. KAPL was able to gain market share despite competition from larger companies like Godrej Sara Lee Ltd and Hindustan Lever Ltd. KAPL succeeded due to being the first to introduce this product type, having high quality and technologically advanced products, transitioning from corded to plug-in variants, strong packaging, and unconventional and highly effective marketing strategies. While KAPL lacked the distribution networks of its larger competitors initially, it invested heavily in innovative advertising that drove high brand recall.

1. Case Study

2. Karamchand Appliances Pvt. Ltd. (KAPL)KAPL’s Brand ‘All Out’ is almost a generic name for liquid vaporizers.Liquid Mosquito Vaporizers is a Rs.4 bn Segment in India with ‘All Out’ having 69% market share in 1999.( Result of conversion of large no. of customers to vaporizer users).KAPL managed to wrest market share amidst stiff competition from corporate giants like Godrej Sara Lee Ltd (GSLL) and Hindustan Lever Ltd (HLL).Background

3. Technological innovations1stMover AdvantageAggressive MarketingReasons for Success

4. Product: First of its kind/ New variantQuality/ Technologically soundTransition – Cord to plugProduct FeaturesHigh Quality PackagingMarketing Mix Analysis

5. Price: Price was initially high to recover cost of initial investmentFlexible pricing strategyMarketing Mix Analysis

6. Place: Behind its competitors in terms of accessibilityThe only P in which KAPL was behind its major competitors was “Place”.GSLL and R&C were multi-product giants whereas KAPL was a newcomer with a single product. Hence the former companies (before launching vaporizers) already had well established distribution networks.Marketing Mix Analysis

7. Promotion: Unconventional advertising strategyHindi Movie Video CassettesFM RadioEvening News Program/ Test Cricket CommentaryMovie Songs/fight sequence on Doordarshan and SitiCableSeries of failed ads by agencies followed by cost effective approach by promotersAdapting ideas from the parent companyHigh mind recallMarketing Mix Analysis

8. Invested heavily in other categories while ALL OUT had a single point focusCould not catch up initially with the advertising challenges poised by ALL OUTEntry into the vaporizer segment led to the overall expansion of the marketOther Competitors - Failure

9. SWOT AnalysisWeaknessHarmful effect of chemicals

10. Advertising criticized by the industry

11. Major profits only through 1 productStrengthsAdvertising Strategy