ALL OUT

A Case Study of Mosquito Repellant

Details
Started in 1989.

Factory at place Baddi of Himachal Pradesh.

Packaging Unit installed @ Hyderabad (AP). Product Launched in Mumbai in 1990 (April). Advertisement agencies A)Avenues the first ad agency B)HTA the second agency hired during Delhi

launch.

KAPL Karamchand Appliances Private Ltd.

Competition :
Company GSLL (Godrej Sara Lee Ltd.) Brand GoodKnight

GSLL
GSLL R & C (Reckitt & Coleman) HLL Others Local

JET
Banish Mortein Raid ------

Market Shares for Coils :

Company
GSLL GSLL R&C BCL (Bombay
Chemicals Ltd.)

Brand
GoodKnig ht Jet Mortein Tortoise -------

1998
0 18 30 37 15 100

1999
0 20 33 28 19 100

2000 July
12 17 33 20 18 100

Others Total

Market Shares for Mats :

Company
GSLL

Brand
GoodKnig ht

1998
45

1999
43

2000 July
51

GSLL
GSLL

Jet
Banish Mortein Raid -----

13
4 9 4 25

18
3 12 7 17

14
2 15 4 14

R&c
HLL Others

Total

100

100

100

 Price Deals i. e. Price Cut & Discounts Bonus pack Rebates (paying back some amt for encouragement of

Sales Promotion Techniques :

use of new product) Coupons Contests Sweepstake Premiums Free in mail premiums Sampling Exchange offers Trade Allowance Continuity Plan

Prices & Different Schemes

Announcement by Mfgr :
Directed to the Consumers for:

Brand Switching 2. Repeat Purchase 3. Increasing Category Expansion & Consumption 4. Purchasing more than immediate Requirement
1.

Sales Promotion
A)Manufacturers B)Retailers

What happens with Sales Promotion

Effects on Consumers :

Need Recognition
may get triggered in both High Involvement

Low Involvement

Effects on Sales:
Brand Switching

Repeat Purchase
Purchase timing

How to Define Type of a Product:

Convenience Goods Frequently Purchased High Replacement Rate Purchase in small qty Shopping Goods Search Efforts Postponement of purchase Evaluation on the basis of : quality,style,price & suitability. Fashion & Service Goods: Clothing,furniture,kitche n appliances, Specialty Goods Once in long time Unusual Shopping Behaviour Brand preference plays dominant role Available @ special Shops: TV,Camera,VCR,Cars, watches,fancy goods.

Branded Low Priced goods : Bread,Confectionaries, Soap,Stationry Items.

Reasons of success
Improvement in Literacy

Health Consciousness
Growing Economical Power

Type of Product :
Convenience Goods

Shopping Goods
Specialty Goods

Product Development stages:

Market Needs Research Ideas

Product Development stages:

Market Needs Research Ideas

Product Development stages:

Market Needs Research Ideas

New/Improved Product Product Development

Review

Product Development stages:

Market Needs Research Ideas

Product Testing New/Improved Product Product Development

Test Marketing

Review
Marketing Mix

Product Development stages:

Market Needs Research Ideas N A T I O N A l L A U N C h

Product Testing New/Improved Product Product Development

Test Marketing

Review
Marketing Mix