All Out

ALL OUT Marketing a mosquito repellant

Mosquito Repellant Market Mat

25.3 (5%)

Coil

Vapour

Cream

12 (3%)

25.3 (5%)

52 (13%) 152 38%

136.6 (27%) 318.7 (63%)

Total market=Rs506Cr (1996)

184 (46%) Total market=Rs400Cr (1999)

Market Growth 350

318.7

300 250 200

184 152

150

136.6

100

52

50 0

Mat

Coil 96

25.3

25.3

Vaporiser

Cream

99

12

Vapour Market Share All Out

GK

Bayer

Jet 0.5 4.5 (1%) (9%)

2 (5%)

11 (21%) 19 (40%)

25 (55%)

Total Market =Rs 46Cr (1997)

36 (69%)

Total Market =Rs 52Cr (1999)

Need Hierarchy Mosquito Repellants

SAFETY PHYSIOLOGICAL

Product Mapping Ease to use

M

Odour

Co Cr

Co S

S Cr

Cr

S

Co

Co M

M

Longevity

Cr

Physical Contact

S

M

Comparison Chart Attributes No Physical contact with Chemicals

Cream

Coil

Spray

Mat

Vapour











Odour less











Application Ease











Longevity











Consistency











Buying Behaviour Significant difference b/w brands

Few difference b/w brands

High involvement

low involvement

Complex

Variety

Dissonance

Habitual



Purchase Decision Sound sleep Good health

Repellant

Relief from mosquito bites

Vapouriser

•Latest in tech •Consistent •Value for money

•Easy to use •Long lasting •Odourless •Smokeless

Purchase Decision Protection from mosquito

•MMR •Pluggy

•Japanese tech •Market leader

All Out

BRAND PERSONALITY SINCERE

COMPETITIVE



EXCITING RUGGED

SOPHISTICATED

Y&R Grid Brand Stature Brand strength

Low High

Low

ALL OUT

High

Mckinsey Model Origin – Japanese

Internal – Safety from mosquito borne diseases/undisturbed sleep

External – health consciousness

Perceived Value – Long lasting/Value for money

o

m e

What the brand offers?

r

t

i

n

o

a

Brand Benefits

a

Functional – Application Ease.

t

i

o

i

n

t

a

n

l

g

i

b

l

Evolution – Future of repellants is vaporizers and All Out will try to maintain its leadership Who the brand is ?

e

Brand Identity

n a

Process –Easy Availability of refill

l

Reputation –Consistent Performance

P

r

e

s

e

n

c

e ActivitiesEvening news/cricket/ movies

packs. Presentation – Distinct MMR Mosquito eating frog

BRAND POSITIONING R p

es n a

fo e ? lu y a h V W

Ja

Ex

tra

M

M

ey n o m r

r Fo

er ow /L er pp er r-U pp le ? pe r/U idd m Up pe e/m ho Up iddl W m

h ec t e

m n

ile wh W & re fo ng Be epi sle

n? he

HL / L L S G

C R& / L

A

ho W t s i a g

?

Distribution % presence 54

60

Retailers/distributor 55

1350 1400

50

1200

40

1000

30

800

18

600

20

400

10 0

200

All Out

GN All Out GN RC

RC

0

All out All out

Retail Presence Vapour All Out

Mats

Coils

Distribution matrix Sales High

Low

Retail Presence

GSLL/R&C High

Low

ALL OUT

Per unit price(Rs)

Pricing 225

Skimming Bundling

135 Deadly offer

99

Loss leader

90

Deadly exchange offer

27 ‘90

’94

’95

’96

Year

‘98 ’99

PRICING STRATEGY MEDIUM

LOW

HIGH VALUE

SUPER VALUE

OVER CHARGE

MEDIUM VALUE

GOOD VALUE ECONOMY

RIP-OFF

FALSE ECONOMY

HIGH

Quality

HIGH

MEDIUM

LOW

PREMIUM

Price

Communication Strategy Cost effectiveness

Innovativeness

Low

High

Low

High

All Out

Communication Objective

Reach Frequ ency

Introduction

Growth

Inform

Persuade



 

Maturity

Remind

Decline

Communication Strategy Attention response measure

Awareness remains the same

All out Liquid vaporizer

No of commercials exposures

Communication vector reach

Ideal Actual

impact

frequency

RTB/RNTB RTB

T.O.M Recall Market Leader

Health Consciousness

RNTB

Value for money

Availability

Repetitive ads

RTB

Less efficacy

RNTB

Side Effect

Market trend Health Consciousness

Low

Per Capita Usage High

High

Low

ALL OUT

Sales

PLC

Vap

Coils

Mats

Creams

Time

Strategy Current

Product

Market

Current Penetration

New

New

Development

Communication Strategy Market share Market penetration

Low

High

High

Low

Advertise for increasing category usage

Communication Strategy Market share

Competitors share of voice

Low

High

High

Low

Modest Adv to maintain brand salience

Product Upgradation Efficacy

Side Effects

Low High All Out

Low

High

Repositioning

Attribute Positioning

Xtra MMR

Benefit Positioning

High Efficacy low Side effects

Brand Extension Product Existing

Brand

Existing

New

New

BE (Coils)

Extension of All Out Brand Esteem

Upward Downward

Related B R A N D

(Repellant)

E X T N

Average

Esteem

Upward Downward (Coil) Upward Downward

Unrelated Average

Upward Downward

BRAND POSITIONING (Coils)

W

r le, pe dd u p mi & er ass ? ow cl r l ng m Fo rki ho wo er rW low Fo

s i ch r i h ou w e om m r na ed f d is n a tal ser r B pi ri ? ca pou y h va

n?

he

wh W & re fo ng Be epi sle

ns

h W t

om

C & R

ile

i / a L g A /BC L L GS

?

Thank You

BRAND EQUITY PYRAMID Resonance • Active Loyalty. •Healthy community

Consumer Judgment

Feeling •Superiority-High on features

Performance

•Reliability-MMR •Durability-45 nights •Design-Pluggy •Price-99

•Sense of Security. .

Imagery

• Compact •Aggressive •Competitive

•All out mosquito repellent •Sound & Secure sleep.

.

Brand Name Choice Relevance

All out

Freedom

Choo mantar

Comprehensibility

• • • • •

1-8 Kunal 9-11 adarsh 12-15 shivani 16-20 sabin 21-36 varun

PRODUCT DIFFRENTIATION POINT OF SIMILARITIES

BRAND PERFORMANCE HYGIENE

BRAND IMAGERY MOTIVATION

POINT OF DIFFERENCE

Mosquito menace 500

3

2.5

400 350

2

300 250

1.5

200 1

150 100

0.5

50 0

0 1984

1985

1989

1990 Year

1991

1992 Cases in Mn

1993

1994

1995

Cases in Mn

Deaths in PPM

450

Visual

Brand Name

All Out

Vocal

Brand Equity Parameters present in All Out • • • • • •

Leader Pricing Stability Technology Winner Brand Top Of Mind

• • • • • •

SOV (Share Of Voice) Recognition Recall Dominance Familiarity Knowledge

Market Growth 97 40 35 30

99

35.88 25.33

25

18.4

20 15

10.92

10

4.68

5 0

0 All out

GK

Baygon

2.3 jet

0.52