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This presentation provides information on how can All Out adopt various methods to safeguard their falling market share.
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'All Out' - Marketing a Mosquito Repellant
Presented By:-Shruti N
Murtaza IRizwan S
Shayada SVarsha S
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.
Growth of All OutProduct• P
ioneer
• Japanese Technology
• Product Quality
• Reliable and easy to use
Price• P
remium Pricing
• Flexible pricing to accommodate market Sentiments.
• From Rs. 225 to Rs. 135 to Rs. 99 to Rs. 54.
Place• P
lace is where KAPL is behind its competitors.
• Out of 9 lacs outlet on 18% i.e 120 distributors.
Promotion• U
nique 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
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.
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%
WHERE MOSQUITO BREED
RACKETS
6 months free service at selected retail outlets
TIMED VAPORIZER MACHINES
Japanese Technology & Quality
CAPTURE THE COIL MARKET
COIL HOLDER
HEALTH PROTECTION
INDALONE REPELLENT