All Out was launched in 1990 in Mumbai as a liquid vaporizer by KAPL. Within a decade, it established itself as the market leader with 69% market share in 1999. KAPL obtained the vaporizer technology from Japan and brought the concept to India. It launched All Out at a high price but later reduced it through innovative packaging and pricing strategies like combo offers and exchange schemes. KAPL handled its own advertising, featuring a jumping frog cartoon eating mosquitoes. Through unique promotions on movies and radio, All Out became the dominant brand, though concerns grew over chemical safety.

1. All Out case Study

2. Background
• All Out launched in April 1990 in Mumbai.
• All Out is a Liquid Vaporizers introduced by
Karamchand Appliances Private Limited (KAPL)
• Within a decade of its launch, All Out
established itself as the market leader, with a
69 percent market share in 1999 in vaporising
segment
• KAPL is a small family owned firm which is
essentially dealing with single product.

3. Background
• In terms of value, the mat segment in 1997
was the largest (51%), followed by coils (21%)
and vaporizers (7%).
• Mosquito repellants are used in larger scale in
urban areas than in rural areas
• Major players in the sector are Bombay
Chemicals Ltd, Bayer, GSLL,Reckitt &
Coleman , Balsara Hygiene ,KAPL etc
• In 1996 vaporiser segment was mainly
dominated by KAPL

4. Need identification

5. Need identification
• Watching a small mosquito repellant company
in Rajkot, the brothers decided to venture into
the business and set up KAPL.
• KAPL decided to get the technology they from
Japanese manufacturers.
• Most of the modern mosquito repellants were
developed in Japan

6. Need identification
• KAPL people saw a vaporizer being sold by
Earth.
• It was reportedly doing extremely well in the
Japanese market, as it was much more
effective than mats.
• Vaporizers could function consistently
throughout the night.
• It lowered the price of its product identifying
the market sentiment.

7. Technology and innovation
• Got the technology from Japan; where most
of the modern mosquito repellant were
produced.
• Brought the concept of vaporizer in India
• Attractive use of animated ad and ads in
videocassettes etc
• Launch of a small apparatus, Pluggy.

8. Segmentation,Positioning,Targetin
g

9. Segmentation,Positioning,Targetin
g

10. Packaging and pricing

11. Packaging and pricing
• All Out, a name suggested by the youngest
Arya brother, Naveen.
• To ensure that the packaging was of high
quality, KAPL commissioned a well-known
packaging unit in Hyderabad, Andhra Pradesh.
• Initially KAPL priced the All Out vaporizer fairly
high, but later on decreased the price
• Launched at Rs 225

12. Packaging and pricing
• In 1994, the price reduced to Rs 135 for a cord
model
• In 1995, KAPL launched the 'Pluggy' (a small
apparatus, in which the refill could be fitted
and plugged in directly) for Rs 90.
• In 1996, a twin pack (offering the Pluggy and a
cord model) was launched for Rs 135.
• In 1998, KAPL came out with “deadly offer “,a
Rs 99 pack consisting of the Pluggy and a refill.

13. Packaging and pricing
• The 'deadly exchange scheme' launched in
1999, gave customers the chance to exchange
a mat machine of any make for a Pluggy for
just Rs 27.
• The response to this scheme was phenomenal
with the company reportedly selling over half
a million pieces in September 1999 alone.

14. Distribution

15. Distribution
• KAPL's distribution network included 120
distributors across the country.
• Of the 900,000 outlets across the country,
that sold repellants, KAPL was available in only
18%.
• R&C had 55% & GSSL had 54%.
• To reduce costs it has started in house
production

16. Advertisement

17. Advertisement
• KAPL hired handle the advertising for All Out
but wasn’t satisfied with the advertisements
• It then hired bigger advertising firm, HTA ,but
the ads lost out on what the brand wanted to
say.
• KAPL then decided to handle the advertising
for All Out on its own.
• They launched a campaign featuring an
animated, jumping frog (actually an All Out
vaporizer) eating mosquitoes

18. Advertisement
• Later on, the advertisement included a man
competing with All Out in a mosquito 'eating'
competition and losing out.
• The short, funny advertisement cost KAPL just
Rs 50,000 to make.
• Using new promotion schemes KAPL
advertised on videocassettes of Hindi movies
in a big way

19. Advertisement
• To communicate in a cost-effective manner
evening news program on FM Radio and
cricket commentary on All India Radio (AIR)
were used
• They also pioneered the concept of
sponsoring song/dance and fight sequences in
movies on many satellite television channels
• Advertisements would appear before each
song/dance and fight sequence in the movie
and hence got mind share of customers

20. Current Situation

21. Current Situation
• Improvement in literacy and health
consciousness will increase use of mosquito
repellants
• Considerable scope for the market to expand
• Increasing concern over the harmful effects of
the chemicals in mosquito repellants on the
health of human beings is expected to hamper
the growth
• Allethrin, the chemical used in most of the
repellants, is reported to be very dangerous

22. Current Situation
• All Out's advertisement in 2001, claiming that the
brand had 'Extra MMR' had been severely criticized.
• MMR is just an abbreviation for 'mosquito mortality
rate'.
• All Out faced criticism for aggressiveness in its
advertising strategy.
• KAPL remained essentially a single product company.
• Dificult to say for how long all out will remain the
market leader

23. Learning

24. Learning
• Its always good to be innovative
• Small firms can also become very successful
• Learn from your national and international
counterparts
• Advertising helps create awareness about the
brand
• Innovative advertising techniques can save
money yet promote your brand

25. Thank you