By Anoop Sasi (2010185) Ashwin Ramaswamy (2010190) Chaitanya Kini (2010192) Meghna Bhattacharya (2010209) Mudit Chaturvedi (2010211) Pamela Chandra (2010215) Sonal Dubey (2010229) Urvashi Khanna (2010234)

The Present & The Future

India is a high consumption market due to increasing spread of malaria, dengue, etc. Its a industry itself is a low competition with 54 manufacturers offering 72 brands Increasing incomes among customers leads to low brand loyalty Ever increasing education and widespread awareness add to more specific requirements and moderate choices Demand shifts from basic product that repels mosquitoes, to one that has natural ingredients CATEGORIES

Include mats, coils, aerosols, vaporizers and gels and creams.

Initially followed coils and gained widespread popularity because of its comparative advantages. Has been replaced, as the most widely used form of mosquito repellent in urban India by the Vapouriser and Aerosol. Still has considerable market share in the overall mosquito repellent segment.

Advantages over coils Does not give off fumes/smoke unlike coils- Better for indoor use. Effective as an indoor mosquito repellent works well within closed spaces.

Segmentation Urban India

Target Market

Positioning As a supplement to be used in conjunction with the more expensive Vapouriser and/or Aerosols for better and more economical protection. As an upgraded version of protection Can be used indoor for effective protection with less side-effects compared to coils.

Lower Middle Class Rural India Middle Class

Urban India

Try renewing the life of the product by upgrading/updating it. For example, GSLL planned to launch an add-on to the Mat use in the form of an Electric gel called Goodknight Electric Gel, which could be used with all the mosquito mat machines it had produced. Try and combine its use with another product- already existent or soon -to-be-launched, in order to renew its relevance, appeal and use- utilising the idea of a captive market.

Rural India

Spread awareness regarding the side-effects of coils. Promote Mats as a better product for effective indoor protection Offer discounts or package deals, especially during monsoons.

Target Segment: Low income group: Since rise in income is manoeuvring consumer focus towards utilisation of vaporisers, aerosols and gels to keep mosquitoes at bay, Godrej must target low income groups. Rural Areas: As mats and vaporisers require electricity for utilisation, Godrej must focus of selling coils in rural areas where there is dearth of electricity.

Product: As people are becoming increasingly health conscious, Godrej has come up with low smoke coils. USP of the coil: (i) 25% more productive and produces 80% lesser smoke (ii) Competitively priced at Rs. 10 (iii) It lasts for 12 hours

Pricing: The Mortein Power Gard Coil is competitively priced at Rs 20. Godrej must price its coil slightly lower than Rs. 20. When two different brands come up with a product of the same utility people tend to buy the cheaper brand.

INCEPTION Good Knight entered the vaporizer segment in 1995 launched Good Knight liquidator and Liquid Mosquito Destroyer (LMD) machine in 1995 Good Knight Turbo refill in 2004 FEATURES OF VAPORIZERS Use small containers of chemical solution, which is heated gently in an electricity-operated apparatus. Safe and convenient to use- Just has to be plugged in ,needs only electric power supply Do not produce smoke and hence do not cause any breathing problems Durability- lasts 30-90 days.

COMPETITORS : ALL OUT and Mortein SEGMENTATION GOODKNIGHT SILVER POWER - Silver wick for consistent release of active vapours GOODKNIGHT ADVANCE RANGE: Has dual mode, Normal Mode for normal mosquito problem, Activ plus Mode for heavy mosquito infestation. TARGET MARKET: Geography-PAN India Urban market of Tier I, Tier II and Tier III cities Income range: Middle class and above POSITIONING: Safe, convenient in usage, long lasting protection from mosquitoes and effective reach to all corners of the room.

Objective of marketing strategy1. B2C- Customer acquisition in rural are by proper pricing and communication and category need building , along with maintenance of growth in urban consumer base. 2. B2B-proper communication strategy so a s to target hotels, hospitals and offices for

Promotional and communication Objective1. Communication should aim at spreading awareness of the of the danger posed by pest. 2. Create a category need for fastest, easiest and most effective means to mosquito repellent. Communicate emotional connect , by featuring it as homemakers best choice.

Financial Objective1. Pricing should be competitive as the market is flooded with many option. 2. Increase market share from 32.50% which is cumulatively contributed by Goodnight, Hit and Jet brands. 3. Maintain a significant research and development budget(as a percentage of sales) to spur future developments.

Product offering Do-it-Yourself Specialist Flying Insect & Crawling Insect Killer Spray in 1991 most powerful & efficacious of pest solutions that kills pests instantly. HIT CIK (Crawling Insect Killer )- Unique Seek n Kill applicator which kills hidden cockroaches, Leader in cockroach solution HIT FIK (Flying Insect Killer)- The Most powerful mosquito solution acts the fastest with visible drop dead action, Kills both flies & mosquitoes Usage modern effective nozzle ad spray gun that ensure far reach of aerosol particles. Available in many sizes of quantity as a penetrating strategy and give trial options to first time users.

Target Market and customer insight Highly aware consumers, regarding the harmful effects of pests, particularly mosquitoes & cockroaches Low tolerance levels rising need to not just repel them but kill them, instantly Low brand loyalty , driven by high value addition Wants to avoid the harsher expertise of aerosols Value addition apart from a effective mosquito repellent is compensated by relative high price. So target consumers are seekers of convenient , neat means and quickest solution kill mosquito- the great Indian growing middle class. This class has enough disposable income to pay for convenience factor.

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Differential pricing should propagated based on rural and urban , market as the income level of target consumer is different in these two places. Pricing should be competitive. It should reflect the penetration strategy into rural market.

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Sales promotion can be personal as well as non personal. Personal distribution channel should be aimed towards apprising the homemakers of the product offering. For B2B sales personal communication would be advantageous. Non personal communication can be done using internet marketing. Distribution channel can follow the conventional wholesale and retail distribution

High Brand value of GCPL Customer centric approach toward product offering Product range and offering

harm full effect of aerosols The higher price over other categoriesStrength Weakness

Opportunities

Threats

India spends Rs. 1700 rore (US$ 354.20 million) each ear in the household insecticide Ur an to rural ration is 80:20 Mar et is rowing at 13%

Futur t ti l titi fr lr st lis r t rti i t Cheaper power eneration hi h ompetition from new entrants of China and orea.

Cream And Gels -CompetitorsCOMPANY/ PRODUCT ODOMOS LOTIONS GEL CREAMS SPRAY OILS NATURAL VARIANTS CREAMS & LOTIONS Odomos Naturals Odomos Mosquito Repellent Gel Odomos Mosquito Repellent Cream Odomos Mosquito Repellent Spray Repelmos spray Odomos Mosquito Repellent Oil

CAMLIN LIMITED

Main competitor is Dabur and its pioneering Odomos brand which has 85 % market share in this field and 63% growth in the last quarter Other competitors like Camlin can be ignored for now as they are new entrants Dabur however has got IMA certification for its ingredients

Product Line & Pricing

Cream only Gel, lotion and creams Lotion Rs 30 for 60ml and Rs 60 for 120ml 50 ml @ Rs 36 125 ml @ Rs 75

Cream Rs 33 for a 50g pack Rs 18 for the 25g pack GHCL has priced its 50 g pack more or less at the same rate as Dabur Probably the 125 g pack can be replaced by a smaller 25 g pack to get into direct competition with Dabur and also cover the rural area GHCL can innovate in product design and come up with packing that suits the need of the travellers(which could fit in the travellers kit)

Positioning & CommunicationPositioning: Endorsed by Bollywood actress Vidya Balan who personifies the brand proposition natural and caring Effectiveness of a moisturizer based mosquito repellent cream with the goodness of natural herbs Communication: The existing communication strategy states that "There's a simpler way to protect yourself from mosquitoes." The message communicated focuses on the convenience of using the product Recommendations: GoodKnights communication strategy should be such that it encourages an increase in the frequency of usage of the product Promote it through door to door knowledge transfer about the diseases caused by mosquitos and the usefulness of the cream in rural areas Emphasize on the fact that creams are personal protection even when a person is outside

Few more Recommendations This cream and gels sector is the hope of all the repellent industry and therefore requires attention from GHCL GHCL should push for the IMA certification Advertise that its safe for even small kids to use GHCL could follow an aggressive marketing strategy like Allout did in the past. They should adopt Allouts emphasis on eye catching advertising

Godrej should come out with a new product range of natural ,safe and healthy vaporizers. Contents like eucalyptus extracts, clove extracts and tulsi oil Do not cause health hazards and are safe in comparison to existing vaporizers