ALL OUT-MARKETING A
MOSQUITO REPELLANT
Group name- “The Management Prodigy”
Group members:
Basant Kumar (07)
Nadeem Fakhrudin (13)
Nikhil Kumar(17)
Nitesh Kumar (18)
Priyanka (24)
ABOUT THE COMPANY
KAPL is the initiator of vaporizer in mosquito
repellant market.
All out was launched in April 1990.
KAPL is responsible for creating vaporizer
segment.
In the year 1990 it had a market share of 5% .
In 1997 it achieved the market share of 55%.
INCEPTION OF ALL OUT
ALL OUT is vaporized mosquito repellant.
ALL OUT is inspired by success of a small
mosquito repellent company of Rajkot.
Technology is taken from earth chemical co.
ltd. From Japan.
Focus is given to high quality packaging.
MAJOR PLAYERS
KARAMCHAND APPLIANCES PRIVATE LTD. – ALLOUT
GODREJ SARA LEE LTD- GOOD NIGHT, JET, BANISH,
HIT
RECKITT BENCKISER- MORTEIN
JYOTHY LABORATORIES- MAXO
TAINWALA PERSONAL CARE PRODUCTS- CASPER
BOMBAY CHEMICALS- TORTOISE
PERCEPTION
All Out kills all the mosquitoes.
Safer to use than mosquito coils or mats.
Initial stimulus of All out is very strong due to
technological innovation and first mover
advantage and so the various harmful effects
of the chemicals used such as d-alethrin
which is second stimulus has very less impact
on the All out.
Absolute Threshold
The initial ad campaign was strong and
innovative.
It was short, funny and cost effective and
helped the company to meet the absolute
threshold for the product.
But it faced criticism because the television
viewers were unhappy by repetitive
advertisements, which was of no use as the
brand was firmly established.
PERCIEVED QUALITY
Extrinsic cues
extra MMR(mosquito mortality rate)
Safer to use as compared to other mosquito
repellant
Effective than other mosquito repellant
PERCEPTUAL MAPPING(as at1996)
HIGHLY EFFECTIVE
(ALL OUT)
(GOODKNIGHT)
LOW PRICE HIGH PRICE
LESS EFFECTIVE
MARKETING APPLICATION
YEAR PRICE
1990 225
1994 135
1995 90
1996 135(TWIN PACK)
1998 99(DEADLY OFFER)
1999 27(DEADLY EXCHANGE SCHEME)
Focus on extra MMR
PERCEPTUAL SELECTION
Nature of stimulus:
All out is perceived as innovative mosquito
repellant whose packaging is very attractive.
Advertisement campaign of All out is very
successful.
PERCIEVED PRICE
Perceived price of All out in initial phase is
high but being single player in market initially
the price has not much impact , but after
sometime it reduced its price when the
competition increased.
PERCIEVED RISK
Physical risk
There is perceived physical risk associated
with any mosquito vaporizer because it
contains toxic chemicals called d-Allethrin
which can cause serious diseases like brain
cancer , blood cancer and deformity of
fetuses.
The 5Ps
The 1st P: Product
Pioneer Effect: First of its kind.
Technically Sound: Dependable Japanese Technology.
Smoke Free, no residue, almost odorless.
Long lasting.
Ease of Use.
The 2nd P: Price
Premium Pricing, creating an impression of a premier product.
Flexible pricing to accommodate market sentiments.
KAPL was proactive with its flexible pricing strategy. It set a
trend in the process. GSLL followed it up with a similar
strategy. (Good knight’s 60-night refill pack priced at Rs.63 in
response to All Out’s 45-night pack at Rs.54.)
The 3rd P: Place
GSLL and R&C were multi-product giants whereas KAPL was a newcomer with a
single product. Hence the former companies (before launching vaporizers)
already had well established distribution networks.
The only P in which KAPL was behind its major competitors was “Place”.
Of the 9 lakhs outlets across the country that sold repellants, KAPL was available
in only 18% (120 distributors).
Percentage of outlets:
R&C – 55%
GSLL- 54%
The 4th P: Promotion
The ads of All Out were unique and immediately caught the imagination of the
masses.
The ad had high mind recall.
Since KAPL themselves handled the account the advertisement cost was quite
low.
Other strategies:
1. Hindi Movie Video Cassettes
2. FM Radio
3. News Program Sponsors
4. Movie Song/Dance/Fight Sequence sponsoring on satellite TV Channels.
The 5th P : Packaging
KAPL paid special attention to the packaging
details of its product. It commissioned a well
known unit in Hyderabad to ensure that its
packaging was of high quality.
Future Prospects of the Indian Mosquito Repellent
Market:
Industry Experts expected the IMR market to
grow rapidly in the early 21st century due to
the following reasons:
Improvement in literacy in rural areas
Improvement in health consciousness in rural
areas.
Low per capita usage of repellants (scope)
