PRODUCT LAUNCH K!

LL
MARKETING PROJECT
 Market Competitor Consumer Product
Agenda IMC Strategy Road Ahead
Analysis Analysis Behavior Strategy

Market Overview Market Size and

Growth Growth
Industry Size = $ 30 billion Rate =
13%
Coils
6
13 Vaporizer

25 56 Mats
Aerosols and
Creams

Growth Drivers Market Segments

Growing incidence of Mosquito

1 mosquito borne diseases Repellent
Market
2 Increasing health Vaporize
Aerosols
consciousness Coils Mats and
rs
Creams
3 Rising awareness and literacy
levels Current Trends
Low Penetration levels and
4 cost effectiveness. Change in Conducting Shift of
Consumer Awareness Production
Preferences Program Focus
Source :
http://www.researchandmarkets.com/reports/1843515/mosquito_repellent_market_i
 Market Competitor Consumer Product
Agenda IMC Strategy Road Ahead
Analysis Analysis Behavior Strategy

Rural and Urban Penetration - Key Challenges

Overall
Source: 80
Vaporizer Poor
IMRB Urban 36%
Househo Rural 4%
Health response
ld Panel, Hazards from Rural
Septemb 17 areas
er 2008
Overall Penetration 28% (90% in China
and 80% in Bangladesh)
Company/Pro Coils Vaporizer Mats Aerosols Creams
duct
Bombay Tortoise
Chemicals Ltd.
Bayer Baygon Baygon

Balsara Odomos
Hygiene (Market
Leader)
Tainwala Casper Casper
Chemicals
Godrej Sara Jet and Good Good Good Good Knight Good
Lee Ltd. Knight Knight Knight (Market Knight
(Market (Market Leader) Naturals
Leader) Leader)
Reckitt & Mortein Mortein
 Market Competitor Consumer Product
Agenda IMC Strategy Road Ahead
Analysis Analysis Behavior Strategy

Market Shares Dominant Market Shares Vaporizers

Players

24% Godrej Sara 15%

33% Lee Ltd
Good Knight
Reckitt 43%
All Out
Benckiser
19% Others
SC Johnson 42%
25%
Other Players

ource: Nielsen, November 2008 Source : http://timesofindia.indiatimes.com/business/india-

business/GoodKnight-takes-the-bite-out-of-
AllOut/articleshow/9876810.cms
Mats Competitors S&W

Coils Good Knight All Out

Indirect
Competitors Nets Strengths : Strengths:
(Substitute) Presence in all Japanese
segments technology,
Creams Weakness : Pricing
Limited Weakness :
Aerosols/Spra penetration in Major profits
ys rural market. only through 1
 Market Competitor Consumer Product
Agenda IMC Strategy Road Ahead
Analysis Analysis Behavior Strategy

The Ad Mads Chatur Chachi The Indifferent

Age- 20-40 Age-35-50 Age- 16-30
Income: Middle and Income- Middle and lower Occupation- Students/
upper middle. middle Graduates
Mindset: Modern and Mindset- Family First,
ready to try new products, Mindset Carefree and
Slightly Conservative, modern
going with the trend, price sensitive.
influenced by advertising Needs: Prevention from
Needs- Economical and
Needs: Trendy product. mosquitoes
minimum chemical
Views: Latest product. Views: They do not care
technological product Views- Authentic product about the brand they use as
offering maximum that Most
is effective, fits within long as they are getting
Most Important
effectiveness. Important Most Important
protection against
Attribute : Trendy the Attribute
budget and: lasts
Pricelong. Attribute :
mosquitoes.
Product Prevention from
Target Status : Target Status : Target Status :
mosquitoes
 Market Competitor Consumer Marketing
Agenda IMC Strategy Road Ahead
Analysis Analysis Behavior Mix

TARGET MARKET : THE

HOUSEWIFE
As a nurturer and comforter of
the family, our marketing efforts
will be
targeted at the housewife.

AGE : 25-50 years

INCOME : Lower to upper middle
MINDSETS : Nurturer,
conservative and economical.
HABITS : Television savvy and
watch a lot of daily soaps. She is
also brand loyal If satisfied
makes a lot of repeat purchases.
NEEDS : A safe product for the
entire family which lasts long.
VIEWS : Family comes first, and
there is one product which fits the
budget.
 Market Competitor Consumer Product
Agenda IMC Strategy Road Ahead
Analysis Analysis Behavior Strategy

PRODUCT Vaporizer Urban Indian

Automatic Sensors (machine and consumers are
liquid) used to liquid
Different Fragrances
vaporisers that take
Fresh mint, rose, Hygienic and about 25 minutes
lavender safe to get into action
9 minute Challenge environment mode.
Kills 98.5% Effectively Source : Business
mosquitoes in 9 protects from Standard article (Feb
mosquitoes and is 2014)
minutes
Efficacy Green
safe and K!LL
Vaporizer Automatic
All Out 95.10% s
convenient to use becomes
Sensors,
Good Knight 92.70% effective in
fragrances, 9
Source - 9 minutes!
http://consumeraffairs.nic.in/cons
minute challenge
umer/writereaddata/mosquito-
12.pdf

PRICE PLACE PROMOTION

Captive Product 2 Channel Wholesaler
Pricing Retailers : Advertising
Supermarket/ Campaigns, events,
Plug + Refill Rs. 59 Hypermarket etc.
Mom and Pop
Internet Season specific sales
Refill (60 and 90
Departmental/ promotion
nights) Rs. 79 and 99
respectively. Convenience Stores Social Media
 Market Competitor Consumer Product
Agenda IMC Strategy Road Ahead
Analysis Analysis Behavior Strategy

How do All out and

Looks modern Good Knight
communicate value?
Visually
superior,
highly
differentiate
d
Brand Promise of Every other brand
'protecting happy talks of killing
Maccharon Pe
moments' and its mosquitoes; Good Maccharon
Vaar, Surakshit
commitment to Knight feels it Ka Yamraaj
simply needs to Aapka
product
state that it Parivaar
innovation. Classic 1990s brand?
protects against
Mind-boggling efficiency metric:
them.
Mosquito Mortality Rate.

All Out claimed that it has extra

Launch MMR than the rest of the
ed in competition.
2008 Advertisements would appear before
song, dance, and fight sequences in
the movie
 Market Competitor Consumer Marketing
Agenda IMC Strategy Road Ahead
Analysis Analysis Behavior Mix

Advertising : We want to achieve two fold benefits

from advertising :
Inform and
Since our consumer
Induce
behavior analysis shows
that our target market is
television savvy and gets
induced by advertisements
to buy/try new products, we
will use advertising Promoti Communicate through
channels to communicate. on various social medias our
Strategi value proposition time and
es again!

Events : Sales Promotion

: Machhar Mukt
Conducting awareness Bharat
Launch a massive exchange scheme.
campaigns in congested areas Timeline Start in the month of August
of metro cities. and conclude on August 20 (World
Demonstration Campaigns in Mosquito Day)
metro cities showcasing 9
minute challenge! This would be done upon advent of
monsoons (when there is maximum usage
Campaigns will be organized by of repellents)
 Market Competitor Consumer Marketing
Agenda IMC Strategy Road Ahead
Analysis Analysis Behavior Mix

What will we communicate through our

IMC strategy ? We care for your Brand
smiles Value

Value
Propositi
on :
Indirect
Cost
savings in
terms of
reduced Value
electricity Propositio
consumpti n : Trendy
on and
innovative
product
Kills 98.5% mosquitoes in 9 minutes.

Brand Promise
 Market Competitor Consumer Marketing
Agenda IMC Strategy Road Ahead
Analysis Analysis Behavior Mix

National Sample Survey Office on drinking water, sanitation,

hygiene and housing conditions in India revealed :

There has been an improvement in the living conditions of a

vast majority of people in rural areas
80 per cent of rural households had electricity for domestic
use.
The prosperity in India is growing as incomes are increasing in
India by 15.6%
Going Rural!
Amidst such trends and low We want to target the lower income
penetration of vaporizers we want segment group which upon increase
to target the large untapped rural in incomes will come in the upper
market. income group and will be able to
afford our product
THANK YOU