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Mortein Vaporizer: What lies beneath Brand
PositioningAbhradita Sen 2016191
Aishwarya Usgaonkar 2016194Alankrita Mishra 2016195
Ankit Sen 2016198Joshua Desouza 2016216Shubham Ghosh 2016236
Ishu Verma 2016213
Differentiation factors (Brand Persona)
All Out
• Excitement: Jumping Frog, Fighting Samurai, “Machharon ka Yamraj”• Sophistication: High priced when launched catering to the upper segments• Competence: “MMR”
GoodKnight
• Sincerity: safe, gentle, effective, unobtrusive, protector in complete harmony with housewives.
• Competence: protection against mosquitoes, other brands talked of killing them.• Excitement: 3 pronged strategy identifier – Advanced, Naturals and base range
Mortein
• Ruggedness: 7x powerful (Powerguard), effective against mosquitoes and houseflies.
• Sophistication: New superior fragrance (Mortein PowerGard) • Excitement: Lustrous golden packs with shining arrow enhancing visibility. • Competence: ‘Mom and Mortein’
Brand Architecture of Mortein and Good Knight's mosquito repellent products
Reckitt Benckiser (RB)
(Branded House)
Mortein
GSLL(House of Brands)
GoodKnight BanishHitJet
Parent brand:GoodKnight
Sub-brands:GoodKnight Advanced,GoodKnight Naturals,GoodKnight base range
Flagship Product- Mortein Coil, intends to change it to Vaporizer
Umbrella Brand- Mortein
Product Hierarchy of Mortein Vaporiser (Consumer and Firm Perspective)
Need family-safety from diseases caused by mosquitoes houseflies
Product family-health and hygiene
Product class-InsecticidesProduct line-mosquito
repellentsProduct type-
VapourizerBrand- Mortein
Items
b Core benefit
Basic product
Expected product
Product Mix Strategy
• Product depth of vaporisers including combo packs and refills
• 29% of the mosquito repellent market of Rs 8.25 billion
• High contribution from Coils and vaporisers to the revenue
• High proportion of revenues come from urban markets and low rural penetration
Existing Position Forecasts
• The insecticides market is poised to grow by 18% over the next 6 years
• Electric insecticides projected to grow by 30% from Rs 7.2 billion to 9.4 billion in 2013
• Introduction of low cost, battery operated vaporizers targeting the rural market as a part of down market line stretch.
• Continuous focus on the electric insecticides. However, continuously monitor the high revenue generating product, i.e. coils
Strategies
Insect Repellents
Vaporizers
Powergard
vaporizers
Coils
Powergard Power Booster
Powergard power jombo
Powergard Max Power
Mats
Powergard Mat
Aerosols and Sprays
Target Spray
All Insect Killers
Cockroach killer
Thank You