Chitkara business school marketing management

presentation

Submitted by: Komal Sharma Kulbir

Arushi Gaurav Anshum

TOPICThe company Karamchand Appliances Private

ltd. has hired you for consultancy for mosquito repellent brand. Find out all the history background on their brand, its STP and 4P’S . Also analyze the competitors.

Identify the stage of PLC at which the brand is currently and suggest the marketing strategy accordingly.

History/Background Of AlloutKAPL brand “All out” is a generic name for

liquid vaporizer. KAPL began developing it in 1987 at Baddi

(HP)All out was launched in April 1990 by a small

company KAPL(Karamchand appliances private ltd.)

The company was run by Arya brothers-Naveen, Anil and Bimal.

Continue History…Initial success was largely due to

technological innovation.KAPL decided to handle the advertising for

all out on its own. - an animated frog jumping adKAPL’S distribution network consisted of

around 120 distributors across the country.KAPL was a single product company i.e.

niche market.SCJ (sc john) acquire All out in early 2000.

CONTINUE HISTORY…KAPL managed to wrest market share from

corporate giants such as Godrej Sara Lee ltd.(GSLL) and HUL with strong brands such as good knight, mortein with 69% share in 1999.

It was launched at Rs 225 due to initial cost but later it was reduced to Rs.135 in 1994 and Rs.99 in 1999.

Major playersThe major competitors of All out are as follows:

GOOD KNIGHT,GSLLMORTEIN, RECKITT BERCKISER.MAXO,JYOTI LABS.

CURRENT MARKET SHARE Leader: All out (45%)Challenger: Good knight (39%)Follower: Mortein(12%)

SUBSTITUTES SUBSTITUES OF ALLOUT VAPORISER

COMPRISES OF :MATS(10%)COILS(50%)CREAM(3%)SPRAYS (2%)

The 1st P: ProductPioneer Effect: First of its kind.Technically Sound: Dependable Japanese

Technology.Smoke FreeNo residue, almost odorless.Long lasting.Ease of Use.

The 2nd P: Price

Flexible pricing to accommodate market sentiments.

KAPL was proactive with its flexible pricing strategy. It set a trend in the process.

product combo advanced refill

All Out 63 99 49

Good knight

72 99 49

mortein 54 - 49

The 3rd P: PlaceGSLL 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 lacs outlets across the country that sold repellants, KAPL was available in only 18% (120 distributors)

The 4th P: PromotionThe 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 Cassettes2. FM Radio3. News Program Sponsors4. Movie Song/Dance/Fight Sequence sponsoring on satellite TV Channels.

5.Exchange mat machine

STP SEGEMENTATION

TARGETING POSITIONING

SEGEMENTATION: Segmentation of allout is done according to

the Geographical :METRO(22.6%)URBAN(16.4%)RURAL(6.9 %)

Targeting

KAPL is targeting on the households of:URBAN cities. METRO cities.

PositioningMachro ka Yaamraj..Surkshit Parivaar..Generic Name..

Product life cycleThe all out is at it maturity stage.The sales are stable.As the competitors are increasing and there

is a stiff competition.Good knight having 43% and all out 42% in

july 2011. however in MAT all out still has the highest market share of 45% and good night of 39%.

So we can say that the product cycle has reached a maturity stage..

Product Life Cycle

StrategiesLaunching a new herbal product (reducing

ALLETHRIN)..Battery operatedSpreading awareness via Campaigning Actions against duplicityTapping rural marketDifferent fragrance (room fresheners)