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Agenda
Mortein History & Background
The Pest Control Market
Competitor Overview
Consumer Insights
Key Challenges Exploring New avenues of growth - Questions
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Brand Background
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Mortein (History)
Manufactured as an insecticidal powder in the 1870s by J Hageman a Germanimmigrant to Australia.
Mortein mort (dead one) ein (one).
Hageman used crushed chrysanthemum flowers to produce a pyrethrum extract.The powder was originally sprinkled about.
1920s a squeeze puffer was developed.
1928 Hageman developed a liquid version. He combined this with kerosene andhad a pump pack designed (the traditional flint gun) which allowed the insecticideto be sprayed into the air or onto the pests themselves.
Mortein was first advertised in a lengthy infomercial in 1956 and was one of the firstTV ads to be produced and shown.
Hagemans product was distributed wholesale by Samuel Taylor who ran his ownbusiness until his death in 1995. Soon after that the business went broke.
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Mortein (History)
In 1909 F.S Steer and Thomas Jackson acquired the business. They revived theSamuel Taylor business and set it up as a proprietary company in 1937 as SamuelTaylor Pty Ltd.
By 1953 Mortein was already a household name when the Samuel Taylor companypioneered the aerosol industry in Australia by introducing the Pressure Pak.
In 1969 the Samuel Taylor company was bought by Reckitt and Coleman.
Mortein was developed and made in Australia and is been the leading brand ofhousehold insecticide in Australian homes for more than a century
Mortein is the #1 Pest Control brand in Australia
Mortein is the most recognised and most widely used household insecticide inAustralia
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Mission:
To help families enjoy the great Australian way of life freefrom annoying and disease carrying pests
Vision:
Be the undisputed leader in providing innovative, smart and safe
solutions to everyday pest problems through the intimate
understanding of Australian families
Mortein Vision & Mission
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MORTEIN
73%
Rodent Control
6%
FIK
21%
CIK
41%Area Repellents
7%
Bombs
8%
Coils
3%
Electrics
5%Ant 5%
Bombs 7%
Outdoor Surface 14%
Baits 5%
Portfolio Structure Australia
Indoor Surface 10%
FIK
20%Rodent
5%
Coils 3%
Electrics 4%
73%
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Pest Control Category
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$123m
$139m
+4.4 %
+15.1%
+2.5 +25.2 -29.7%
-7.3%
Season 03/04 Season 04/05 Season 05/06 Season 06/07
$118m
The pest control category is highlyseasonal
$129m
PIR segmentdown -$5Mversus YA
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The pest control category is a diverse& complex portfolio
EL
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Others
PL
SCJ
RB
FIK
IS
S
OSS
DI
Y
Bo
mb
Ba
its
An
t
AR
EP
Moth
PI
R
Ro
dent
60.552.4
73.
3
73.8
81.4
73.1
50.0
25.2
82.
7
75.0
32.4
22.028.7
26.
7
24.218.6
26.8
33.6
17.3
9.6
17.514.1
4.3
4.7
50.0
39.2
10.8
67.6
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Segment OverviewValue Split
Pest Control is a highly segmented market with 48% of the market split between 9 similarsized segments
FIK, ISS & PIR are the 3 largest value segments
AC Nielsen Scan Data
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Total Pest Value Share & Growth
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Consumer Overview
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75 %of Australian Households
purchasePest Controlproducts.
Household Penetration
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What triggers consumers toenter the category?
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OUTWARD
INWARD
AFFILIATION
DOMINATION
FREEDOM (23%)Pests are:A nuisance BUT a part of nature
Motivated by:- Low level of anxiety
- Harmony with nature
Product Benefits:- Safe to use/ not harmful for pets & kids- Natural ingredients & pleasant fragrance
--> LIVE & LET LIVE
POWER (15%)Pests are:Maddening
A blot on the perfection of their home
Motivated by:- Feeling of superiority
- House pride
- Hunting, battling & killing
- Power & assertion
Product Benefits:- Strong, powerful & fast
- Instant kill
-->VICTORY
-SECURITY (37%)Pests are:- A threat/ unsafe
- DirtyMotivated by:-High level of anxiety about pests &harmful chemicals
- Creating a safe environment for loved ones- Need to feel safe, secure & shieldedProduct Benefits:Safe to use/not harmful for pets, kids & environment
--> PROTECTION
-CONTROL (25%)Pests are:Intruders
Motivated by:- Concern over social judgment- Desire to feel in-control- High level of anxietyProduct Benefits:- Powerful, long-lasting action- Methodical application- Efficacious prevention
--> EMPOWERMENT
A new approach to growing the Pest Control categorybased on consumer need states
TNS Consumer Segmentation
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Consumer buying profiles
Light Buyers Medium Buyers
Heavy
Buyers
Heavy buyers: 20 % of HH -> 48 % volume
Medium buyers: 40% of HH -> 37 % volumeLight buyers: 40 % of HH -> 15 % volume
Freedom & Security
Control & Power
ACNielsen homescan
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Shopping the Category
Low pre-trip planning
Is a long drawn out process.
consumers are overwhelmed and need to self-educate themselves
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Purchasing decision hierarchy
Pest Type
Format Type
Area Used
Brand
Price
dec
reasingimportance
Colmar Brunton ShopperWatch
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