'All Out' - Marketing a Mosquito Repellant

PRESENTED BY:V.PAZHANIVEL

PGDM-IB(22)

INTRODUCTIONAll 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.

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.

• Taking all this into consideration it is difficult to predict how long will All Out be able to sustain as a market leader in vaporizer segment.

PRODUCTS

ALTERNATIVES

6 months free service at selected retail outlets

Growth of All OutProduct• 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.

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

Marketing Mix

SWOT ANALYSIS

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%