Product Launch Mosquito Repellent

PRODUCT LAUNCH – “K!LL”

MARKETING PROJECT

Agenda Market AnalysisCompetitor Analysis

Consumer Behavior

Product Strategy IMC Strategy Road Ahead

Market Overview Market Size and Growth

Growth Drivers Market Segments

0

5

10

15

20

25

30

35

2010 2011 2012 2013

• Growing incidence of mosquito borne diseases1

• Increasing health consciousness2

• Rising awareness and literacy levels3

• Low Penetration levels and cost effectiveness.

4

Mosquito Repellent Market

Coils Vaporizers MatsAerosols

and Creams

Current Trends

Change in Consumer

Preferences

Conducting Awareness

Program

Shift of Production

FocusSource : http://www.researchandmarkets.com/reports/1843515/mosquito_repellent_market_in_india_2013

5625

136

Industry Size = $ 30 billion

Coils

Vaporizer

Mats

Aerosols andCreams

Growth Rate = 13%

Rural and Urban Penetration - Overall

80

17

0

20

40

60

80

100

Urban Rural

Overall Penetration – 28% (90% in China and 80% in Bangladesh)

Key Challenges

Health HazardsPoor response

from Rural areas

Company/Product Coils Vaporizer Mats Aerosols Creams

Bombay ChemicalsLtd.

Tortoise

Bayer Baygon Baygon

Balsara Hygiene Odomos(Market Leader)

TainwalaChemicals

Casper Casper

Godrej Sara Lee Ltd.

Jet and Good Knight

Good Knight (Market Leader)



Good Knight Naturals

Reckitt & Benckiser

Mortein(Market Leader)

Mortein

SC Johnson All Out

Vaporizer Urban – 36%

Rural – 4%

Source: IMRB Household Panel,September 2008


Consumer Behavior


32.50%

24.60%

18.90%

24% Godrej Sara LeeLtd

Reckitt Benckiser

SC Johnson

Other Players

Market Shares – Dominant Players

Source: Nielsen, November 2008

Market Shares – Vaporizers

43%

42%

15%

Good Knight

All Out

Others

Source : http://timesofindia.indiatimes.com/business/india-business/GoodKnight-takes-the-bite-out-of-AllOut/articleshow/9876810.cms

Indirect Competitors (Substitute)

Mats

Coils

Nets

Creams

Aerosols/Sprays

Competitors – S&W

Good Knight

• Strengths : Presence in all segments

• Weakness : Limited penetration in rural market.

All Out

• Strengths: Japanese technology, Pricing

• Weakness : Major profits only through 1 product.


Consumer Behavior



Consumer Behavior


Chatur Chachi

Age-35-50Income- Middle and lower middleMindset- Family First, Slightly Conservative, price sensitive.Needs- Economical and minimum chemical product.Views- Authentic product that is effective, fits within the budget and lasts long.

The Ad Mads

Age- 20-40Income: Middle and upper middle.Mindset: Modern and ready to try new products, going with the trend, influenced by advertisingNeeds: Trendy product.Views: Latest technological product offering maximum effectiveness.

The Indifferent

Age- 16-30

Occupation- Students/ Graduates

Mindset – Carefree and modern

Needs: Prevention from mosquitoes

Views: They do not care about the brand they use as long as they are getting protection against mosquitoes.

Most Important Attribute : Prevention from mosquitoes

Target Status : Target Status : Target Status :

Most Important Attribute : Trendy Product

Most Important Attribute : Price


Consumer Behavior

Marketing Mix IMC Strategy Road Ahead

TARGET MARKET : THE HOUSEWIFE

As a nurturer and comforter of the family, our marketing efforts will betargeted at the housewife.

AGE : 25-50 yearsINCOME : Lower to upper middleMINDSETS : Nurturer, conservative and economical. HABITS : Television savvy and watch a lot of daily soaps. She is also brand loyal – If satisfied makes a lot of repeat purchases.NEEDS : A safe product for the entire family which lasts long.VIEWS : Family comes first, and there is one product which fits the budget.


Consumer Behavior


PRODUCT

• Automatic Sensors

• Different Fragrances –Fresh mint, rose, lavender• 9 minute Challenge – Kills 98.5% mosquitoes in 9 minutes

Hygienic and safe environment

Vaporizer (machine and liquid)

Effectively protects from mosquitoes and is safe and convenient

to useAutomatic Sensors,

fragrances, 9 minute challenge

Green Vaporizers

Urban Indian consumers are used to liquid

vaporisers that take about 25 minutes to get

into action mode. Source : Business Standard

article (Feb 2014)

PRICE• Captive Product Pricing

• Plug + Refill – Rs. 59

• Refill (60 and 90 nights) –Rs. 79 and 99 respectively.

PLACE• 2 Channel – Wholesaler –Retailers :

• Supermarket/ Hypermarket• Mom and Pop• Internet• Departmental/ Convenience Stores

PROMOTION

• Advertising

• Campaigns, events, etc.

• Season specific sales promotion

• Social Media

Efficacy –All Out – 95.10%Good Knight – 92.70%Source -http://consumeraffairs.nic.in/consumer/writereaddata/mosquito-12.pdf

K!LL becomes effective in 9

minutes!


Consumer Behavior


Every other brand talks of killing mosquitoes; Good Knight feels it simply needs to state that it protects against them.

Looks modern

Visually superior, highly differentiated

Brand Promise of 'protecting happy moments' and its commitment to

product innovation.

“Maccharon Ka Yamraaj”

“Maccharon PeVaar, SurakshitAapka Parivaar”

Mind-boggling efficiency metric: Mosquito Mortality Rate.

All Out claimed that it has extra MMR than the rest of the competition.Advertisements would appear before song, dance, and fight sequences in the movie

All Out SOV – 31% Good Knight – 5%In 2000

How do All out and Good Knight communicate value?

Launched in 2008

Classic 1990s brand?


Consumer Behavior


Launch a massive exchange scheme.Timeline – Start in the month of August and conclude on August 20 (World Mosquito Day)

This would be done upon advent of monsoons (when there is maximum usage of repellents)

Promotion Strategies

Sales Promotion : Machhar Mukt Bharat

Advertising : We want to achieve two fold benefits from advertising :

• Inform and • Induce

Events :

Since our consumer behavior analysis shows that our target market is television savvy and gets induced by advertisements to buy/try new products, we will use advertising channels to communicate.

Conducting awareness campaigns in congested areas of metro cities. Demonstration Campaigns in metro cities showcasing 9 minute challenge!

Campaigns will be organized by third party event management companies.

Communicate through various social medias our value proposition time and again!


Consumer Behavior


Value Proposition : Trendy and innovative product

Value Proposition : Indirect Cost savings in terms of reduced electricity consumption

Kills 98.5% mosquitoes in 9 minutes.

Brand Promise

What will we communicate through our IMC strategy ?

We care for your smiles Brand Value


Consumer Behavior


National Sample Survey Office on drinking water, sanitation, hygiene and housing conditions in India revealed :

• There has been an improvement in the living conditions of a vast majority of people in rural areas • 80 per cent of rural households had electricity for domestic use.• The prosperity in India is growing as incomes are increasing in India by 15.6%

Amidst such trends and low penetration of vaporizers we want to target the large untapped rural market.

We want to target the lower income segment group which upon increase in incomes will come in the upper income group and will be able to afford our product