1) The document discusses the marketing of All Out, a brand of mosquito repellant owned by KaramChand Appliance Private Limited (KAPL). 2) All Out pioneered the liquid vaporizer segment in India, gaining a market share of 69% and competing successfully against larger companies. 3) The mosquito repellant market in India was expected to grow in the 21st century, though concerns about the chemicals' health effects could hamper growth. KAPL would face competition from larger multi-product companies.

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%