ALL OUT

Marketing a mosquito repellant

 Mosquito Repellant Market
Mat Coil Vapour Cream
25.3 12
(5%) (3%)
25.3
(5%) 52
(13%)
152
136.6 38%
(27%)
318.7
(63%)
184
(46%)

Total market=Rs506Cr Total market=Rs400Cr

(1996) (1999)
 Market Growth
350 318.7
300
250
184
200
152
136.6
150
100
52
50 25.3 25.3
12
0
Mat Coil Vaporiser Cream

96 99
 Vapour Market Share
All Out GK Bayer Jet
0.5
2 4.5
(1%)
(5%) (9%)

11
(21%)
19 25
(40%) (55%) 36
(69%)

Total Market =Rs 46Cr Total Market =Rs 52Cr

(1997) (1999)
Need Hierarchy

Mosquito
Repellants

SAFETY

PHYSIOLOGICAL
 Product Mapping
Ease to use

M M
Co Co
Cr Cr

Physical Contact
S S
Odour

Cr
S Cr S
Co Co
M M

Longevity
 Comparison Chart
Attributes Cream Coil Spray Mat Vapour

No Physical contact    
with Chemicals 
Odour less 
   
Application Ease  
  
Longevity  
  
Consistency 
   
 Buying Behaviour
High involvement low involvement

Complex Variety
Significant
difference b/w
brands

Dissonance Habitual
Few difference
b/w brands 
 Purchase Decision
Sound
sleep
Good health Repellant
Relief from
mosquito bites

•Easy to use
•Latest in tech •Long lasting
Vapouriser •Consistent •Odourless
•Value for money •Smokeless
 Purchase Decision
•MMR •Japanese tech
Protection from
•Pluggy •Market leader
mosquito

All Out
BRAND PERSONALITY

SINCERE

COMPETITIVE 

EXCITING

RUGGED SOPHISTICATED
 Y&R Grid
Brand Stature
Low High
Brand strength

High
ALL OUT

Low
 Mckinsey Model
Internal – Safety from mosquito Origin – Japanese
borne diseases/undisturbed sleep
Reputation –Consistent
External – health consciousness l i
a n Performance
n t
o a Evolution – Future of
i n
Perceived Value – Long t g repellants is vaporizers
i and All Out will try to
lasting/Value for money o b
m l maintain its leadership
e
e Who the brand is ?
Brand Benefits Brand Identity
What the brand offers?
r e
a c
t n Activities-
Functional – Application Ease. i e Evening
o s
n news/cricket/
e
a r movies
Process –Easy Availability of refill l P
packs.
Presentation – Distinct MMR
Mosquito eating frog
BRAND POSITIONING

-
er
ow
/L
er
pp er
r-U pp le
?

C
pe r/U idd
m

?
R&
ho
Up pe e/m m
ho
/
W

L
Up iddl

HL
rW s t
n
m

/
Fo

L
a i

L
g

S
A

G
ey

n?
?
o n

ile
y he
m

h
wh
W
r
W
R

fo
M

e &
h

re
M

lu
ec

fo ng

a
t
Be epi
tra

V
e
es

Ex
n sle
a p
Ja
 Distribution
% presence Retailers/distributor
1350
60 54 55
1400
50 1200
40 1000

30 800
18
600
20
400
10
200
0 0
All Out GN RC All out
All Out GN RC All out
 Retail Presence
Vapour

All Out
Mats

Coils
 Distribution matrix
Sales
High Low
GSLL/R&C
High
Retail Presence

Low
ALL OUT
 Pricing
Skimming
225
Bundling
Per unit price(Rs)

135

Deadly offer
99
Loss leader
90 Deadly exchange
27 offer

‘90 ’94 ’95 ’96 ‘98 ’99

Year
 PRICING STRATEGY

HIGH MEDIUM LOW

HIGH SUPER
HIGH PREMIUM VALUE VALUE
Quality

MEDIUM OVER MEDIUM GOOD

CHARGE VALUE VALUE

FALSE ECONOMY
LOW RIP-OFF ECONOMY

Price
Communication Strategy
Cost effectiveness
Low High

All Out
Innovativeness

High

Low
 Communication Objective
Introduction Growth Maturity Decline

Inform Persuade Remind

Reach  
Frequ
ency

Communication Strategy
Awareness remains the same
Attention response
measure

All out
Liquid vaporizer

No of commercials exposures
Communication vector
reach

Ideal
Actual
impact

frequency
 RTB/RNTB
T.O.M Recall
RTB

Value Market Health

for money Leader Consciousness
RNTB

Side Effect
Repetitive Less efficacy
Availability ads

RTB RNTB
 Market trend
Per Capita Usage
Low High
Health Consciousness

High

Low
ALL OUT
Sales PLC

Vap
Coils
Mats

Creams

Time
 Strategy
Product
Current New

Current Penetration Development

Market

New
 Communication Strategy
Market share
Low High
Market penetration

High

Advertise for
Low increasing
category
usage
 Communication Strategy
Market share
Low High
Competitors share of voice

High

Modest Adv to
Low maintain brand
salience
 Product Upgradation
Efficacy
Low High

High All Out

Side Effects

Low
 Repositioning

Attribute Benefit
Positioning Positioning

High Efficacy
Xtra MMR low Side effects
 Brand Extension
Product
Existing New
BE
Existing
(Coils)
Brand

New
 Extension of All Out Brand
Upward
Esteem
Downward
Related
B
R (Repellant) Upward
A
Average
Downward
N
D (Coil)

E
X Upward
T Esteem
N Downward
Unrelated
Upward
Average
Downward
BRAND POSITIONING (Coils)
is

Fo rki
ich r

wo er
r l ng
w h ou

ow cl
low
e om
m r

er ass
na ed f

mi &
nd is
a tal ser

dd u p
r

Fo
B pi ri

le, pe
ca pou ?

rW
h y
va

ho
W

r
?
?
om
W
Be epi

h
he
sle
fo ng

W
n?

t C
re

ns &
&

a i L / R
g
wh

A /BC
ile

L L
GS
Thank You
 BRAND EQUITY PYRAMID
Resonance
• Active Loyalty.
•Healthy
community

Consumer Feeling
Judgment
•Superiority-High on •Sense of Security.
features
.

Performance •Reliability-MMR Imagery

• Compact
•Durability-45 nights
•Aggressive .
•Design-Pluggy
•Competitive
•Price-99

•All out mosquito repellent

•Sound & Secure sleep.
Brand Name Choice
All out
Relevance

Freedom

Choo mantar

Comprehensibility
• 1-8 Kunal
• 9-11 adarsh
• 12-15 shivani
• 16-20 sabin
• 21-36 varun
PRODUCT DIFFRENTIATION
POINT OF POINT OF
SIMILARITIES DIFFERENCE

BRAND
PERFORMANCE
HYGIENE

BRAND IMAGERY
MOTIVATION
 Mosquito menace
500 3

450
2.5

Cases in Mn
Deaths in PPM

400

350
2
300

250 1.5

200
1
150

100
0.5
50

0 0
1984 1985 1989 1990 1991 1992 1993 1994 1995

Year Cases in Mn
 Brand Name
Visual

All
Out

Vocal
 Brand Equity Parameters present in
All Out
• Leader • SOV (Share Of Voice)
• Pricing • Recognition
• Stability • Recall
• Technology • Dominance
• Winner Brand • Familiarity
• Top Of Mind • Knowledge
 Market Growth
97 99

40
35.88
35
30 25.33
25
18.4
20
15 10.92
10
4.68
5 2.3
0 0.52
0
All out GK Baygon jet