Mortein is an insecticide brand that was first manufactured in Australia in the 1870s and launched in South India in 1993. It has since expanded its product lineup to include mosquito coils, vaporizers, and liquids. While Mortein holds a 12.5% market share, its main competitors All Out and Good Knight each have over 30% market share. Mortein has struggled with negative perceptions of its coil products and a lack of innovation and rural penetration. However, the document suggests that with a brand relaunch focusing on rural awareness, eco-friendly products, unique selling propositions, and celebrity endorsements, Mortein could regain market share.

1. More smart more safe Mortein
Mort(dead) ein(one)
Meaning
“the aim of the marker is know to understand the customers
So well that product(or)service fits him and sells itself”
- peter duckers
By
N.Karthik

3. family history of mortein
 Mortein was first manufactured as a insecticidal powder in 1870s
by Hageman a German immigrant Australia
 Launched in 1993 in south India
 Vaps was launched in 1999 rat kill was launched in 2000
 Mortein triple coil was launched in 2002
 It is re launched in 2004 with 7x power strategy

4. Key players
 All out( SC Johnson+ kapl)
A humors advertisement (jumping frog eating mosquitos)
first mover advertisement in vap segment
 Good knight(Godrej)
Create a emotional family image of mother child appeal on packaging
First mover advantage in fast action card segment
 Maxo(Jyothi labs)
Focus on niche market of rural areas
 Mortien (Reckitt benkicer)
Highly effective with wide range of products available
First mover advantage of international brand enter into south india
 Others
odamos, maxo, tortoise, jet, hit etc….

5. Different SKU’S of mortein
 Mosquito repellent coil
 Mat vaporizer
 Liquid vaporizer

6. Market share value
 All out 50%
 Good knight 34%
 Mortein 12.5%
(mortien had exclusively share on coil segment which is
of 33% and others like good knight 17%, all-out 15%)

7. Mortein consider steps to build their brand
 Focus on vaporizer market which seems lucrative to convince the product in market
space
 It re-launched with “7x power” strategy
 It comes with electric based repellents to avoid irritation problems
 Tie up with hospitals, government offices creates a trust towards the brand
 Return empty Vaps & used mats replace with getting new one(target towards house
wives for exchange offers
 Mortein launches triple coil in the year 2002(which fails to be enlighten in market)

8. Draw backs
 A strong negative brand communication dilemma perceived by customers
 The pesticides releases smoke by the coil results in breathing problems and health
issues
 Lack of innovation in inventions
 Brand positioning is inadequate( where Louie is a loser mosquito) and it is in question
mark in Rb portfolio market space
 Less market size
 Mortien is still compact with domestic players like Maxo which lies as a international
brand to retain that position
 Electric based repellents which suits only for starved areas
 Mortein is concentrated in urban areas and middle class families excluded the rural
areas

9. suggestions
 Create drive awareness tool in rural areas & urban areas
 Eco friendly
 Unique selling proposition
 SKU’S at different price levels
 Penetration threw re call the brand name & capture the minds of customer
ex : re-launch of Maggi
 More fragrance at different versions
 dedicated R&D which works towards product development
 Customer retention by new proposals
 Celebrities as a brand ambassadors for promotional activities

10. Why “re call” the brand is we suggested…?
 We strongly believe Mortein is not a failure product
 Mortein is less penetration in Indian market but not in other nations
 Mortein play a niche market role in coil segment which had 33% share value
by acquiring threw customers
 It had more than 100 years of history and it creates their signature by
recognized as a International brand and unique name
 Color branding and addictive tagline alike “nature’s gift”
 Repositioning with boarding's ,dig media, multiplexes etc…
 Brand switching in fmcg goods is reliable while new invention is attracted
 ex : bisleri, kinely, Tata
 Release vaporizes with the shape of Louie(animated cartoon) create humor.
 Mortein is absence in lotions and gels so make sure to come with different
versions