Mortein Vaporizer: What lies beneath Brand Positioning? Debasis Pradhan and Divya Agrawal Hari Panda, the brand manager of Mortein Vaporizer, could not keep his

1. MORTEIN VAPORIZER:
WHAT LIES BENEATH
BRAND POSITIONING?
Case Study – Marketing Management
Group VII

2. COMPANY BACKGROUND
 Mortein was first manufactured as an insecticidal
powder in the 1870s by J Hagemann, a German
immigrant to Australia.
 Launched in South India in 1993, it took three years
for Mortein to complete the national roll-out.
 Vaps were launched in 1999 and Rat Kill was
added to the stable in 2000.
 Mortein’s ventured with mosquito repellent coils its
sales grew explosively in the first eight years post-
launch about.
 Coil contributed 86% net revenue in 2000.

3. MAJOR PLAYERS IN INDIA
 Good Knight – Godrej
 Allout – SC Johnson
 Mortein – Reckitt Benckiser
 Maxo – Jyothi Labs
 Others: Odomos, Baygon (Now SC), Care Mate,
Tortoise.

4. MOSQUITO REPELLENT MARKET IN INDIA
 Certain pockets of India were identified as malaria
endemic areas.
 Estimated in 2011 that only 16.4 percent of the
households in all urban areas and 22.6 percent in
the metros used mosquito repellents.
 Urban share is 70%.
 Growth Estimates `39 billion by the end of 2014-15.
Rural areas was even lower at only 6.9 percent which was
30% market only. (Ideally suggested Target Market by us).

5. DIFFERENT FORMS OF MOSQUITO
REPELLENTS USED IN INDIA
 Mosquito Repellent Coil
 Mat Vaporizer
 Liquid Vaporizer

6. PESTICIDES MARKET IN INDIA
 Premium and economy products were differentiated
by price and format.
 Standard Products – Coils that are lower priced
than sprays & vaps.
 Godrej offering Good Knight, Jet, Hit, and Banish its
market share 30%. GSLL showcased on TV ads
nationally.
 Ads campaigns were towards protecting family.

7. PESTICIDES MARKET IN INDIA
 RB led sales had market shares 24% in 2008.
 SC Johnson ranked third in 2008 with 20% share.
 Share Market for Vaps
 Allout – 50%
 Good Knight - 34%
 Mortein – 12.5%

8. PESTICIDES MARKET IN INDIA
 Some players trying for niche segment by focusing
on the ‘naturalness’
 All Out:
 Products - All Out Fast Action and All Out Giant Jumbo.
 Used of the jumping frog
 Transformed mat customers to Vaps by facilitating exchange.
 Ads in movies

9. PESTICIDES MARKET IN INDIA
 Good Knight:
 Products - Good Knight Advanced, Good Knight Naturals, and
Good Knight.
 Non Violence, heart of its brand value
 Targeted to housewife and her home.
 Focus was emotions in a family setting.
 Celebs - Rani Mukherjee and Vidya Balan

10. Tortoise Mortein All Out Good
Knight
Maxo Odomo
s
Casper Baygon
Company Bombay
Chemicals
Reckitt
Benckiser
(RB)
Karamchan
d
Appliances
Private
Ltd.
(KAPL)+
SC Johnson
Godrej
Sara
Lee
Ltd.
(GSLL)
Jyothi
Labs
Dabur Tainwala
Chemical
s
Bayer
Products Coils Coil, Mat,
Spray,
Vaps
Vaps ,
Spray, Mat
Coil,
Spray,
lotions
Coils,
Vaps,
Spray,
Aersols
Cream,
lotion
Coils &
Mats
Spray,
Coil,
Vaps
Org Type Domestic Internati
onal
Internation
al
Interna
tional
Domest
ic
Domest
ic
Domestic Internati
onal

11. Tortoise Mortein All Out Good
Knight
Maxo Odomos Casper Baygon
Trade
Mark
Green
Tortoise
(Kachhu
a jalao
machch
ar
bhagao)
Louie, an
animated
character.
Jumping
Frog eating
mosquitos
(Animated)
Machharon
ka
Yamraj (the
killer of
mosquitoes)
Protection
for Family,
Image of
Mother &
Child on
packaging.
Appeal to
housewife
& female
segment.
Red
coil
“Raat
acchi
toh din
accha”
Play
Safe”
Kids
playing
outside
bitten by
moqitos
Sudarsh
an
(associat
ion with
powerful
weapon)
“Macchr
on ko
chutki
main
masal
de”
Killing
Cockroac
hes
Strengt
hs/
Weakne
ss
Low
efficacy,
inadequ
ate
supply,
Low
bugdet
for
advertis
ing.
Highly
effective
and wide
range of
product
offered in
each
segment
1st to enter
in Vaps,
aggressive
branding
(movies, Tv,
Radio)
Schemes &
Offers
Award of
most
innovative
product for
liquid
vaporizer,
innovated
2 coil pack
AAAI
Award
for the
Brand
Perfor
mance
of the
year
2002.
Strong
rural
sales
networ
k
(South)
Outside
Protectio
n,
Appealin
g
Fragranc
e, safe on
skin than
health
probs
from
coils,
vaps.
Was
endorsed
by Hema
Mailin,
Cheaper
than
others
Strong
killing
ingredie
nts for
cockroac
hes, can
be used
in hand
pumps
also.

12. PRODUCT PORTFOLIO OF MORTEIN
 Mortein PowerGard mat - 30 mats lasts a month
 Mortein Spray - Mosquitoes & cockroaches
 Mortein PowerGard Power Booster/ Jumbo/ Max
Power coil.
 Mortein PowerGard Vaporizer - Relaunched in
2004 accompanied by new and more attractive
packaging, new and more effective machines, and
new media plans. Combipack, 45 night refill, 60
night refill.

13. MORTEIN VAPS: FUTURE STRATEGY
 Questions Hari was Introspecting.
 Creation of a unique proposition for his brand?
 Will ‘Mom and Mortein’ theme work?
 Is current perception of is negative?
 Mortein PowerGard’s three pronged business
strategy:
 Power Grad had double active content (1.6% TFT as against
0.88%), superior fragrance)
 (Power Grad had content display, Metallized, attractive red
color, 7x More Powerful)
 (frequently giving ads on Radio, TV)

14. As we understand Hari Panda was struggling to get
a place for Mortein in the crowded market of the
Goodnight, Maxo, Allout, etc. He clearly wanted to
convey the people where did Mortein’s product fit
into their lives with ads, packaging & product
improvements.

15. NEW MARKETING CAMPAIGN
 Target Market: Slums & Rural Areas. Additionally
government offices and education institutions
schools and colleges

16. NEW MARKETING CAMPAIGN
 Major product sold: Coils (That have ill effects due
to smoke released)
 Vaporizer: They are more effective and smokeless.

17. NEW MARKETING CAMPAIGN
 Product Modification
 Rural areas uncertainty of electricity issue is resolved by built
in or attached rechargeable batteries to existing Vap
Gadget
 Electricity cut during the night will still keep the gadget ON.
No other company provides this facility, as frequent electricity cut can be
major reason of rural areas not to purchase the electric vaps

18. NEW MARKETING CAMPAIGN
 Tie up with Government: Health Campaigns in Slums &
Rural areas. Trust in brand will increase with association with
government.
Bhuneshwar by CM Naveen Patnaik - We will eradicate malaria, dengue
and diarrhoea

19. NEW MARKETING CAMPAIGN
 Tie up with Hospitals: With the help of doctors that will talk
about how to avoid dengue and malaria Mortein can promote
its products from trusted Nursing staff as done in Vizag.

20. NEW MARKETING CAMPAIGN
 Campaign’s Motto
 Volunteers with Mortein T-shirts, Mortein
Vans that will talk to public and create
awareness of “Dengue/Malaria”.
 Getting right treatment & medication from government
hospitals for existing patients.
 Distribution at discounted rate under
government policy
 Visiting government offices and education
institutions and identifying if awareness is
required on basis of environment.

21. NEW MARKETING CAMPAIGN
 Return Empty Vaps & Used Mats:
10 empty bottles of refill – Get A New Refill
25 used mats - Get 3 new mats.
Target Market is Housewifes who collect things for exchange
offers

22. NEW MARKETING CAMPAIGN
 Instead of focusing on All out & Goodnights share
of market who are No 1 & No 2 position. Mortein
should give its emphasis to Maxo’s market that is
Rural.
 It will be easier to penetrate this market by the new
Vaps plan and also to compete with Jyothi Labs
“Maxo” then the top two Goliath’s.

23.  From the case study (Exhibit 4) the 2013’s coils
market of Rs 14,261.5 million can be majorly shifted
to Electric insecticides market of Rs 9,465.5 million:
Estimated shift in 6 months 15% = Rs 2139.22
million/half year
Electric Insecticides Market
= Rs 9,465.5 + Rs 4278.45 million (annual)
= Rs 13,743.95 million (2013-2014)

24. NEW MARKETING CAMPAIGN
Year Amount (Rs million)
2013 9,465.5
2014 (Estimated) 13,743.95
Calculations
(Present Value – Old value /
old value * 100)
= 13,743.95 - 9465.5 /
9465.5 * 100
=45.20%
Growth rate of Electric Insecticides Market from 2013 to 2014
will be = 45.20%

25. INFERENCE
 With this new campaign Mortein will gain trust of people
and will have a new identity as a Social Brand with
association of government, schools, hospitals,etc.
 It will create awareness in people without doing negative
branding about diseases .
 It will resolve issue of rural areas and promote its
Battery powered Vaps.
 It will associate itself with housewifes with Return facility.
 It will get more market share of Maxo (Coil) which is a
domestic brand.
 It will convert the coil customer to Vaps by the entire
campaign.

26. THANK YOU
Sr No Group Members Names Roll No.
1 Vinay Jain 105
2 Tushar Bhadalkar 106
3 Nishad Vichare 107
4 Sarthak Gupta 108
5 Nikita Luhadiya 109
6 Aditya Jagtap 110
7 Ketaki Kawale 111