ALL OUTMarketing a mosquito repellant

15238%

184(46%)

52(13%)

12(3%)

Mat Coil Vapour Cream

Total market=Rs400Cr(1999)

Mosquito Repellant Market

318.7(63%)

136.6(27%)

25.3(5%)

25.3(5%)

Total market=Rs506Cr(1996)

318.7

152 136.6

184

25.352

25.312

0

50

100

150

200

250

300

350

Mat Coil Vaporiser Cream

96 99

Market Growth

36(69%)

11(21%)

4.5(9%)

0.5(1%)

All Out GK Bayer Jet

Total Market =Rs 52Cr(1999)

Vapour Market Share

25(55%)

19(40%)

2(5%)

Total Market =Rs 46Cr(1997)

SAFETY

PHYSIOLOGICAL

Mosquito Repellants

Need Hierarchy

Longevity

Ease to use

Odo

urP

hysical Contact

CrCo

S

M

S

M

CoCr

S Cr

Co

M MCo

CrS

Product Mapping

Attributes Cream Coil Spray Mat Vapour

No Physical contact with Chemicals

Odour less

Application Ease

Longevity

Consistency

Comparison Chart

Complex Variety

Dissonance Habitual

High involvement low involvement

Significant difference b/w brands

Few difference b/w brands

Buying Behaviour

Good health

Sound sleep

Relief from mosquito bites

Repellant

•Easy to use•Long lasting•Odourless•Smokeless

•Latest in tech•Consistent•Value for money

Vapouriser

Purchase Decision

Protection frommosquito

•MMR•Pluggy

•Japanese tech•Market leader

All Out

Purchase Decision

SINCERE

COMPETITIVE

EXCITING

RUGGED SOPHISTICATED

BRAND PERSONALITY

ALL OUT

Bra

nd s

tren

gth

Brand Stature

High

Low

HighLow

Y&R Grid

Evolution – Future of repellants is vaporizers and All Out will try to maintain its leadership

Activities- Evening news/cricket/movies

Who the brand is ?

e

an

oi

to

m

l

ra

tio

na

l

e

es

en

c

Pr

in

ta

ng

ib

le

Origin – Japanese

Reputation –Consistent Performance

Presentation – Distinct MMR

Mosquito eating frog

Functional – Application Ease.

Internal – Safety from mosquito borne diseases/undisturbed sleep

External – health consciousness

Perceived Value – Long lasting/Value for money

What the brand offers?Brand Benefits Brand Identity

Process –Easy Availability of refill packs.

Mckinsey Model

Japan

ese te

ch

Extra

MM

R

Value f

or money

GSLL/HLL/R

&C

Upper-Upper/Lower-

Upper/Upper

middle/m

iddle

Before & while

sleeping

Why ?

Against Whom ?

For Whom ?

When ?

BRAND POSITIONING

1350

0

200

400

600

800

1000

1200

1400

All out

All out

18

54 55

0

10

20

30

40

50

60

All Out GN RC

All Out GN RC

Distribution% presence Retailers/distributor

Vapour

Mats

Coils

All Out

Retail Presence

GSLL/R&C

ALL OUT

High

Low

High Low

Ret

ail P

rese

nce

Sales

Distribution matrix

Deadly exchange offer

‘90 ’94 ’95 ’96 ’99

225

135

99

90

Skimming

Loss leader

Bundling

Deadly offer

27

‘98

PricingP

er u

nit p

rice

(Rs)

Year

PREMIUM

HIGH VALUE

SUPER VALUE

OVER CHARGE

MEDIUM VALUE

GOOD VALUE

RIP-OFF

FALSE ECONOMY

ECONOMY

HIGH MEDIUM LOW

HIGH

LOW

MEDIUM

Qua

lity

Price

PRICING STRATEGY

All Out

Inno

vati

vene

ss

Cost effectiveness

High

Low

HighLow

Communication Strategy

Introduction Growth Maturity DeclineIntroduction Growth Maturity Decline

Reach

Frequency

Inform Persuade Remind

Communication Objective

Awareness remains the same

Att

enti

on r

espo

nse

mea

sure

No of commercials exposures

All outLiquid vaporizer

Communication Strategy

frequency

impact

reach

Actual

Ideal

Communication vector

RTB RNTB

T.O.M Recall

Health Consciousness

Value for money

Less efficacySide Effect

Repetitive adsAvailability

Market LeaderR

TB

RN

TB

RTB/RNTB

ALL OUT

High

Low

HighLow

Hea

lth

Con

scio

usne

ss

Per Capita Usage

Market trend

CoilsVap

Creams

MatsSal

es

Time

PLC

Penetration DevelopmentCurrent

New

NewCurrent

Mar

ket

Product

Strategy

Advertise for increasing category usage

Mar

ket p

enet

rati

on

Market share

High

Low

HighLow

Communication Strategy

Modest Adv to maintain brand salience

Com

peti

tors

sha

re o

f vo

ice

Market share

High

Low

HighLow

Communication Strategy

All OutHigh

Low

HighLow

Sid

e E

ffec

ts

Efficacy

Product Upgradation

Repositioning

Attribute Positioning

Benefit Positioning

Xtra MMRHigh Efficacy

low Side effects

BE

(Coils)Existing

New

NewExisting

Bra

nd

Product

Brand Extension

BRAND

EXTN

Unrelated

Related

EsteemUpward

Downward

Upward

Downward

Upward

Downward

Upward

Downward

Average

Esteem

Average

(Repellant)

(Coil)

Extension of All Out Brand

Brand nam

e which

is

capita

lised

from our

vapouris

er

GSLL/BCL/R

&C

For lower m

iddle,

working class &

upper

lower

Before & while

sleeping

Why ?

Against

Whom ?

For Whom

?

When ?

BRAND POSITIONING (Coils)

Thank You

•All out mosquito repellent

•Sound & Secure sleep.

•Reliability-MMR

•Durability-45 nights

•Design-Pluggy

•Price-99

• Compact

•Aggressive

•Competitive

•Superiority-High on features

•Sense of Security.

.

• Active Loyalty.

•Healthy community

Performance Imagery

.

Consumer Judgment

Feeling

Resonance

BRAND EQUITY PYRAMID

Comprehensibility

Rel

evan

ce

Choo mantar

Freedom

All out

Brand Name Choice

• 1-8 Kunal

• 9-11 adarsh

• 12-15 shivani

• 16-20 sabin

• 21-36 varun

POINT OF SIMILARITIES

POINT OF DIFFERENCE

BRAND PERFORMANCE

HYGIENE

BRAND IMAGERY

MOTIVATION

PRODUCT DIFFRENTIATION

0

50

100

150

200

250

300

350

400

450

500

1984 1985 1989 1990 1991 1992 1993 1994 1995

0

0.5

1

1.5

2

2.5

3

Year Cases in Mn

Mosquito menaceD

eath

s in

PP

M

Cas

es in

Mn

Brand Name

Vocal

Vis

ual

All Out

Brand Equity Parameters present in All Out

• Leader • Pricing• Stability• Technology• Winner Brand• Top Of Mind

• SOV (Share Of Voice)• Recognition• Recall• Dominance• Familiarity• Knowledge

25.33

35.88

18.4

10.92

0

4.68 2.30.52

0

5

10

15

20

25

30

35

40

All out GK Baygon jet

97 99

Market Growth