'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