2. ** Background
* Strategies used so far
* SWOT
* BCG
* Major competitors and their strategies
* Research findings
* Recommended growth strategy
- STP
- Product/ brand strategy
- Pricing Strategy
- Promotion Strategy
- Distribution Strategy
3. *
The brand ‘’All out’’ was founded by KAPL( Karamchand
appliances Private Limited).
Owners were Arya Brothers Naveen , Anil and
Bimal.
Product development began in 1989,Baddi (HP).
Finally launched in April,1990 in Mumbai.
Karamchand Appliances wanted to venture into the
marketing of mats but ended up with vapourizers.
Technical collaboration with Japanese Company Earth
Chemical Co.
They named it ‘’AllOut ’’ which was the first vaporizer
in the market- smokeless, left no residue and odorless.
High quality packing with big branding.
4. *Continued
With an aggressive promotion it was priced at Rs225
initially.
Soon attracted consumers.
Ad with animated frog eating mosquitoes.
In 1995,allout pluggy was launched.
In 1999,allout launched a massive exchange scheme.
Had the highest market share in vaporizers (69%) in 1999.
S C Johnson acquired KAPL in 1998.
In 2012, Allout launched ‘’Allout Ultra’’ and television
campaign with Sonali Bendre.
5. *STRATEGY USED SO FAR
*Technological Innovation.
*1st Mover Advantage.
*Aggressive Promotion.
*Unique advertisements.
*Price was initially high inorder to recover
initial investment.
10. *THREATS
Aggressive price and promotion by
the competitors company-possible
price war.
Rising awareness with natural
alternatives.
Eco-Friendly Rackets.
More chances of MNC’s entering into
the market.
11. *BCG
M H A G
Good Knight=42%
All-out=40.9%
Hit=35%
Mortein=28.6%
Industry
Growth
Line of 10%
Market share
Line of 3rd
7.44%
12. *
Mortein
* Brand’s essence – powerful trusted protection
* was facing stagnant market shares till 2013, so
relaunched as “Mortein Powergaurd”
* aggressive marketing and advertising-radio,TV….by
celebrities( arshad warsi)
* the fly Louie is in the ads since 1957-latest ad has ‘louie
ka gang’ killed by Mortein Instavaar
* Does communication campaings
* Brand positioning – to mothers [ Maa k hath me
Morteeeiinn]- ,
has created a trust of protection
13. *
*product of Godrej consumer product ltd(FMCG products)
*ranked among the ‘’100 Most Trusted Brands’’ in the
country by economics times(2012).
*Every other brand talks of killing mosquitoes; Good knight
advertises protection against them.
*Good knight shares enormous equity with consumers.
Starting with its ‘Great nights begin with good knight’ to
‘protecting happy moments’ and now ‘push karo-khush
raho’.
*It has come out with a tagline ‘subah bolo toh goodknight’
esp. for dengue protection.
14. *
*Brand of Godrej
* available as sprays (Kaala HIT)
* campaining against spread of malaria involving
heavy advertising ( kill mosquito , kill malaria) (
ek bhi macchar nahi bchega)
15. *
*Fmcg brand of Patanjali
*Ecofriendly
*Herbal product – health concerns
*‘Ahinsak mosquito repellant’ repellant
render them harmless
*Quality and cost effective products to
Indians
16. RESEARCH
FINDINGS
AIM : IS TO ANALYSE THE MARKET
ENVIRONMENT OF ALLOUT AND
MAKE RECOMMENDATIONS FOR
FURTHER IMPROVEMENT.
17. 0
20
40
60
80
100
120
140
16-20 21-30 31-40 Above 40
16-20
21-30
31-40
Above 40
54
117
14 15
Fig 1.No. of people using mosquito repellent according to age group
No.of People
20. 0
20
40
60
80
100
120
140
10th 12th Graduate Post
graduate
No.of People
10th
12th
Graduate
Post graduate
34
123
40
Education Qualification
3
Fig4. No. of people having the following qualifications
21. No.of people
1 to 4
5 to 8
Above 8
55
18
127
Family Members
Fig 5. No. of people having different size of family
23. 0
20
40
60
80
100
120
140
160
Single repellent user Multiple repellent user
No.of people
Single repellent user
Multiple repellent user
147
53
Fig 7. No.of people using single or multiple mosquito repellent
Mosquito repellents are
Coils
Sprays
Mats
Vaporizers
Lotions
Fast Cards
Nets
25. 0
20
40
60
80
100
120
140
160
180
Multi store buyers Single store buyers
No.of people
Multi store buyers
Single store buyers
168
Fig9. No.of people buying mosquito repellents from multi or single stores
32
Stores are
Local stores
Supermarkets
Online
Medical stores
Others
30. 0
20
40
60
80
100
120
140
Single user Multiple user
No.of people
Single user
Multiple user
24
125
Fig14.No.of people using Different or single All-out products
Products are
Coils
Sprays
Mats
Vaporizers
Lotions
31. 0
10
20
30
40
50
60
70
Everyday 2-3times
a week
Once Only in
monsoon
Rarely
Everyday
2-3times a week
Once
Only in monsoon
Rarely
48
12
18
1
70
Fig.15 No. of people using All out mosquito repellent according to choice
36. No.of people
Single factor
Multiple factors
24
27
Fig 20.No.of people not choosing All-out repellent due to single or Multiple factors
Factors are
Brand
Quality
Cost
Fragrance
Availability
Safety
Compatibility
40. STP
SEGMENTATION
Based on location- rural
- urban
Based on lifestyle- technologically affluent people
TARGETING
Differentiated- lower class, middle class , upper class households
POSITIONING
-a family product which provides safe , gentle & effective protection against
mosquitoes
-prevention from dengue , malaria , chikengunuia and Zica virus.
-eco friendly herbal products.
41. *
* for rural areas- launching a battery powered vaporizer –
“All out Dura”
Herbal coils
fast cards
* for urban areas- automatic sensor vaporizer “All Out
Smart”
* for technologically savvy consumers-
mosquito repellant application
“All out Sonic app”
42. *
* All Out Dura – flexible pricing - rural areas
offer -free batteries on first time buy
- tie-up with Duracell
*All Out Smart- premium pricing- urban
offer – 1 refill packs free
* All Out Sonic- free download, free trial for 30 days
- up-gradation to premium for 6 months
- patenting the app
* All Out – World mosquito day -Aug.20 – free gifts for buyers
for a week
43. *
*All-out has jumped on the ‘family brand wagon’ like other MR brands
and killed the uniqueness that the animated frog provided. So, we‘ll
bring the old charm back
*Heavy Ad campaigns – promoting all-out MR against dengue malaria
chikengunia zica
*Advertising n Promoting Herbal allout [light green packaging] to
improve brand image that ws spoiled due to allethrin
controversy…….advertise as eco friendly with no side effects on health
Attractive ads for new products-
All-out Dura – “Aap jaha All Out waha” non-electrical and
portable(travelling , camping); [steel grey packaging]
All Out Smart- no more manual changing of modes now, go for
automatic. [ yellow packaging]
*CSR- 2% contribution for poor patients of malaria and dengue
44. *
*Rural areas-
- small stalls at different sites for All-out Dura during peak
seasons { festivals , fares}
- contacting cooperative societies
*Urban areas-
Door to door personal selling with demonstration
Online shopping sites ( snapdeal, amazon,flipkart )
Supermarkets , local stores etc.
Increasing the number of distributors for all areas
