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Marketing is not an event, but a process . . . It has a
beginning, a middle, but never an end, for it is a process. You
improve it, perfect it, change it, even pause it.But you never stop
it completely. MARKETING- Jay Conrad Levinson
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Strategic Marketing Management
Re-Launch of INSE-GUARD
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IntroductionThe presentation is about Re-launch of Inse-Guard a
mosquito repellent lotion by PeriDot Products (Pvt.) Pakistan.We
will Take you throughIntroduction of the company its
products.Reasons for Failure of Inse-Guard.Re-launch.
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Introduction of PERIDOT PRODUCTS (PVT) LIMITEDCompany Name:
PERIDOT PRODUCTS (PVT) LIMITED(Formerly: Sara Lee Kiwi Pakistan
(Pvt) Limited)
Peridot Products (Pvt) Limited, is owned by Gulistan Group of
Companies one of the biggest leading textile groupof Pakistan.
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Introduction of PERIDOT PRODUCTS (PVT) LIMITEDCOMPANYs LOCATION
AND MANUFACTURING FACILITIESHead Office:Lakson Square, Building No.
3,Sarwar Shaheed Road, KarachiThird party Manufacturing
FacilityBackup InnovatorsS.I.T.E. in Karachi
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MISSION STATEMENTPERIDOT PRODUCTSCreate critical mass by
acquiring bigger slice of market shareof existing product range in
a highly competitive market of Pakistan.
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Some products of PERIDOT
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INSE-GUARDMosquito Repellant
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INSE-GUARD Product Attributes
ProductINSE-GuardAppearanceClear LiquidFragranceFloral smell of
solventShelf Life12 MonthsPackaging60 ml plastic flip top open
bottleStorageRoom temperatureSafety & Health Inflammable liquid
Safe on Human Skin Avoid contact with eyes
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Continuation / Discontinuation of INSE-GUARDBased on the
following points, we can easily conclude that INSE-GUARD is a
failure product:Unsalable product.Least or negligible off
take.Stock still full in warehouse.Complains from customers
regarding product. (size, cap)
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Reasons for product failureLack of Advertising techniquesATL
ActivitiesLess frequency of TVCPrinted Adv just in Punjab paper
(NAWA-E-WAQT)BTL ActivitiesJust POS promotion:Stickers / Posters,
Mobile Hangers, Shelf talkers
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Press Advertisement
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Reasons for product failureWeak Organization structureCEOGM
SUPPY CHAINGM MARKETINGGM FINANCEMarketing ManagerAsst. Marketing
Manager
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BrandShare percentageSourceMOSPEL70%Abbott LaboratoriesOFF!10%S
C JOHNSONMiscellaneous local & imported
products20%Total100%
Reasons for product failureImprecise Positioning in marketNot
sure about challenger or follower
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Reasons for product failureLack of consumer AwarenessNot much
benefits for retailersIneffective monitoring of distributionDelayed
Launch (November)Opportunity Lost (Dengue break through)
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TVC of INSE-GUARDAb Aaya Naya INSE-GUARD, Mosquito
RepellentMachar Laakh Chahy par Kaat na paayeAAB MILI DENGUE OR
MALARIA SE MUKAMMAL NIJAATDheemi Khushboo, Taiz Asar !INSE
GUARD
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Re-LaunchINSE-GUARD
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SWOT AnalysisStrengthBrand name depicting its purpose.Additional
Mildly Perfumed feature.The only Mildly Perfumed Mosquito Repellent
available in market.Competitive Price.Positive balance between
Image & Affordability to ensure its leading position in terms
of Value for Money in the Low Segment.Attractive appearance with
easy flip top open.
WeaknessesLower image ratings due to nil consumer awareness.Non
availability of product Vs. competition.Weak and uncontrolled
distributionLess A&P activities compared to competitors.Less
product life on shelves.Packaging weaknessesBottle Size &
TransparencyFlip top Malfunctioning
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SWOT AnalysisOpportunitiesIntroduction & Acceptance of new
products under same brand range extension in household insecticides
through proper marketing.Growing trend of share/ sales in household
insecticides category.Increasing consumer awareness about diseases
caused by mosquito.National TV campaign against DengueThreatsMyriad
of local & imported brands available in market.Extensive
A&P of Market LeaderBargaining power of distributers
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SWOT AnalysisSOAssociate the fragrance factor with safety from
malaria and other disease to get the advantage of increased
consumer awareness
WOIncrease A&P activities to increase brand recognition
which will help in Building brand equity.
STFocus on trade relationship with distributors and retailers to
support INSE-GUARD & build up communication for future
plans.
StrengthWeaknessOpportunitiesThreatsWTMaximize market
penetration by given trade discounts on bulk purchase to
retailers.
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Marketing MixProductObjectivesNew improved packagingResize the
bottle to accurate 60mlIssues with the flip top cap will be
resolved at manufacturing end StrategyEnsure price maintenance as
of competition.Achieve brand superiority over competition.Future
PlansMore SKUs of INSE-GUARDPocket size bottle (30ml)Explore demand
for product rangeWet tissuesCandlesLiquidator
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Marketing MixPriceObjectives:Penetrate market with a competitive
price , lower than most competitors.
Brand Bottle Size Price Abbotts Mospel50 mlPKR 85/=Johnsons
OFF!50 mlPKR 85/=Peridots Inse guard60 mlPKR 75/=
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Marketing Mix (Price) ContdStrategy:PENETRATION PRICING
STRATEGYTo become a low cost provider in mosquito repellent
category and at the same time maintaining the
differentiation.Sustain price by utilizing less costly value chain
activities.
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Marketing MixPlace/Distribution ObjectivesIncrease distribution
of Inse-Guard Mosquito Repellent in urban/ rural areas of country
with a major focus on urban areas of Pakistan.StrategyTrade/
Wholesale Promotions and Retailer Loyalty Programs to enhance trade
recommendation and support.Special Promotions/ Trade Discounts for
urban/ rural wholesalers to support distribution
improvements.Future PlansSpecific budget will be planned separately
for trade support to enhance and sustain distribution levels
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DISTRIBUTIONNETWORK
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Distribution of INSE-GUARD Mosquito Repellent
lotionDistribution
EXPORTLOCAL
DISTRIBUTORSWHOLE SELLERSRETAILERS
Consumers
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Marketing MixPromotionObjectivesTo identify the correct target
market.To effectively communicate Inse-Guard to target consumers.
StrategyFrequency marketing strategy will be used to create a
recognition for INSE-GUARD on all type of media.ATL
ActivitiesFrequency of 10 sec TVC and RadioNew Tag lineColored
Printed Adv in Jang and DawnBTL ActivitiesPOS promotion:Stickers /
Posters, Mobile Hangers, Shelf talkers
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MACHAR BHAGAO KHUSHBOO LAGA KENew Tag Line
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Selected Media Channels
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THANK YOUTip: Customers buy for their reasons, not yours
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