The document outlines a marketing project for a new mosquito repellent product called "K!LL". It analyzes the market size and growth trends, key competitors and their market shares. It identifies the target consumer segments and their characteristics. The marketing mix of product, price, place and promotion strategies are proposed, including advertising, sales promotions and events. The integrated marketing communications strategy aims to communicate the product's value of killing 98.5% mosquitoes within 9 minutes to care for consumers' smiles. The large untapped rural market is identified as a future target.

1. PRODUCT LAUNCH – “K!LL”
MARKETING PROJECT

2. Agenda Market Analysis
Competitor
Analysis
Consumer
Behavior
Product Strategy IMC Strategy Road Ahead
Market Overview Market Size and Growth
35
30
25
20
15
10
5
0
2010 2011 2012 2013
13
6
25 56
Industry Size = $ 30 billion
Coils
Vaporizer
Mats
Aerosols and
Creams
Growth Drivers Market Segments
• Growing incidence of mosquito borne
1 diseases
2 • Increasing health consciousness
3 • Rising awareness and literacy levels
• Low Penetration levels and cost
effectiveness. 4
Mosquito
Repellent Market
Coils Vaporizers Mats
Aerosols
and Creams
Current Trends
Change in
Consumer
Preferences
Conducting
Awareness
Program
Shift of
Production
Focus
Source :
http://www.researchandmarkets.com/reports/1843515/mosquito_repellent_market_in_india_2013
Growth Rate
= 13%

3. Agenda Market Analysis
Competitor
Analysis
Consumer
Behavior
Rural and Urban Penetration - Overall
80
17
100
80
60
40
20
0
Vaporizer
Urban – 36%
Rural – 4%
Urban Rural
Key Challenges
Health Hazards
Poor response
from Rural
Overall Penetration – 28% (90% in China and 80%
in Bangladesh)
areas
Source:
IMRB
Household
Panel,
September
2008
Company/Product Coils Vaporizer Mats Aerosols Creams
Bombay Chemicals
Ltd.
Tortoise
Bayer Baygon Baygon
Balsara Hygiene Odomos
(Market
Leader)
Tainwala
Chemicals
Casper Casper
Godrej Sara Lee
Ltd.
Jet and Good
Knight
Good Knight
(Market Leader)
Good Knight
(Market Leader)
Good Knight
(Market Leader)
Good Knight
Naturals
Reckitt &
Benckiser
Mortein
(Market Leader)
Mortein
SC Johnson All Out
Product Strategy IMC Strategy Road Ahead

4. Market Shares – Dominant Players
24% Godrej Sara Lee
32.50%
24.60%
18.90%
Ltd
Reckitt Benckiser
SC Johnson
Other Players
Source: Nielsen, November 2008
Market Shares – Vaporizers
43%
15%
42%
Good Knight
All Out
Others
Source : http://timesofindia.indiatimes.com/business/india-business/GoodKnight-takes-the-bite-
out-of-AllOut/articleshow/9876810.cms
Indirect Competitors
(Substitute)
Mats
Coils
Nets
Creams
Aerosols/Sprays
Competitors – S&W
Good Knight
• Strengths :
Presence in all
segments
• Weakness : Limited
penetration in rural
market.
All Out
• Strengths: Japanese
technology, Pricing
• Weakness : Major
profits only through
1 product.
Agenda Market Analysis
Competitor
Analysis
Consumer
Behavior
Product Strategy IMC Strategy Road Ahead

5. Agenda Market Analysis
Competitor
Analysis
Consumer
Behavior
Product Strategy IMC Strategy Road Ahead
Chatur Chachi
Age-35-50
Income- Middle and lower
middle
Mindset- Family First, Slightly
Conservative, price sensitive.
Needs- Economical and
minimum chemical product.
Views- Authentic product that is
effective, fits within the budget
and lasts long.
The Ad Mads
Age- 20-40
Income: Middle and upper
middle.
Mindset: Modern and ready to
try new products, going with the
trend, influenced by advertising
Needs: Trendy product.
Views: Latest technological
product offering maximum
effectiveness.
The Indifferent
Age- 16-30
Occupation- Students/ Graduates
Mindset – Carefree and modern
Needs: Prevention from
mosquitoes
Views: They do not care about the
brand they use as long as they are
getting protection against
mosquitoes.
Most Important Attribute :
Prevention from mosquitoes
Most Important Attribute :
Trendy Product
Most Important Attribute :
Price
Target Status : Target Status : Target Status :

6. Agenda Market Analysis
Competitor
Analysis
Consumer
Behavior
Marketing Mix IMC Strategy Road Ahead
TARGET MARKET : THE HOUSEWIFE
As a nurturer and comforter of the family,
our marketing efforts will be
targeted at the housewife.
AGE : 25-50 years
INCOME : Lower to upper middle
MINDSETS : Nurturer, conservative and
economical.
HABITS : Television savvy and watch a lot
of daily soaps. She is also brand loyal – If
satisfied makes a lot of repeat purchases.
NEEDS : A safe product for the entire
family which lasts long.
VIEWS : Family comes first, and there is
one product which fits the budget.

7. Agenda Market Analysis
Competitor
Analysis
Consumer
Behavior
Product Strategy IMC Strategy Road Ahead
PRODUCT
• Automatic Sensors
• Different Fragrances –
Fresh mint, rose, lavender
• 9 minute Challenge – Kills
98.5% mosquitoes in 9
minutes
Vaporizer (machine
and liquid)
Hygienic and safe
environment
Effectively protects
from mosquitoes and
is safe and convenient
to use
Automatic Sensors,
fragrances, 9 minute
challenge
Green
Vaporizers
Urban Indian consumers
are used to liquid
vaporisers that take
about 25 minutes to get
into action mode.
Source : Business Standard
article (Feb 2014)
PRICE
• Captive Product Pricing
• Plug + Refill – Rs. 59
• Refill (60 and 90 nights) –
Rs. 79 and 99 respectively.
PLACE
• 2 Channel – Wholesaler –
Retailers :
• Supermarket/
Hypermarket
• Mom and Pop
• Internet
• Departmental/
Convenience Stores
PROMOTION
• Advertising
• Campaigns, events, etc.
• Season specific sales
promotion
• Social Media
Efficacy –
All Out – 95.10%
Good Knight – 92.70%
Source -
http://consumeraffairs.nic.in/consumer/w
ritereaddata/mosquito-12.pdf
K!LL becomes
effective in 9
minutes!

8. Agenda Market Analysis
Competitor
Analysis
Consumer
Behavior
Product Strategy IMC Strategy Road Ahead
Looks modern
Visually
superior, highly
differentiated
Every other brand talks
of killing mosquitoes;
Good Knight feels it
simply needs to state
that it protects against
them.
Brand Promise of
'protecting happy
moments' and its
commitment to
product innovation.
How do All out and Good Knight
communicate value?
“Maccharon Ka
Yamraaj”
“Maccharon Pe
Vaar, Surakshit
Aapka Parivaar”
Mind-boggling efficiency metric: Mosquito
Mortality Rate.
All Out claimed that it has extra MMR than
the rest of the competition.
Advertisements would appear before song,
dance, and fight sequences in the movie
All Out SOV – 31% Good Knight – 5%
In 2000
Launched
in 2008
Classic 1990s brand?

9. Agenda Market Analysis
Competitor
Analysis
Consumer
Behavior
Marketing Mix IMC Strategy Road Ahead
Advertising : We want to achieve two fold benefits from advertising :
• Inform and
• Induce
Promotion
Strategies
Sales Promotion :
Machhar Mukt Bharat
Launch a massive exchange scheme.
Timeline – Start in the month of August and
conclude on August 20 (World Mosquito Day)
This would be done upon advent of monsoons (when
there is maximum usage of repellents)
Since our consumer behavior
analysis shows that our target
market is television savvy and gets
induced by advertisements to
buy/try new products, we will use
advertising channels to
communicate.
Events :
 Conducting awareness campaigns in
congested areas of metro cities.
 Demonstration Campaigns in metro
cities showcasing 9 minute challenge!
Campaigns will be organized by third
party event management companies.
Communicate through various
social medias our value proposition
time and again!

10. Agenda Market Analysis
Competitor
Analysis
Consumer
Behavior
Marketing Mix IMC Strategy Road Ahead
What will we communicate through our IMC strategy ?
We care for your smiles Brand
Value
Proposition :
Trendy and
innovative
product
Value
Proposition :
Indirect Cost
savings in
terms of
reduced
electricity
consumption
Kills 98.5% mosquitoes in 9 minutes.
Brand Promise
Value

11. Agenda Market Analysis
Competitor
Analysis
Consumer
Behavior
Marketing Mix IMC Strategy Road Ahead
National Sample Survey Office on drinking water, sanitation, hygiene and
housing conditions in India revealed :
• There has been an improvement in the living conditions of a vast majority of
people in rural areas
• 80 per cent of rural households had electricity for domestic use.
• The prosperity in India is growing as incomes are increasing in India by 15.6%
Amidst such trends and low penetration
of vaporizers we want to target the large
untapped rural market.
We want to target the lower income
segment group which upon increase in
incomes will come in the upper income
group and will be able to afford our product