ALL OUT-MARKETING A

MOSQUITO REPELLANT
Group name- “The Management Prodigy”
Group members:
Basant Kumar (07)
Nadeem Fakhrudin (13)
Nikhil Kumar(17)
Nitesh Kumar (18)
Priyanka (24)
ABOUT THE COMPANY
 KAPL is the initiator of vaporizer in mosquito
repellant market.
 All out was launched in April 1990.
 KAPL is responsible for creating vaporizer

segment.
 In the year 1990 it had a market share of 5% .
 In 1997 it achieved the market share of 55%.
INCEPTION OF ALL OUT
 ALL OUT is vaporized mosquito repellant.
 ALL OUT is inspired by success of a small

mosquito repellent company of Rajkot.

 Technology is taken from earth chemical co.

ltd. From Japan.

 Focus is given to high quality packaging.
 MAJOR PLAYERS

 KARAMCHAND APPLIANCES PRIVATE LTD. – ALLOUT

 GODREJ SARA LEE LTD- GOOD NIGHT, JET, BANISH,
HIT
 RECKITT BENCKISER- MORTEIN
 JYOTHY LABORATORIES- MAXO
 TAINWALA PERSONAL CARE PRODUCTS- CASPER
 BOMBAY CHEMICALS- TORTOISE
PERCEPTION
 All Out kills all the mosquitoes.
 Safer to use than mosquito coils or mats.
 Initial stimulus of All out is very strong due to

technological innovation and first mover

advantage and so the various harmful effects
of the chemicals used such as d-alethrin
which is second stimulus has very less impact
on the All out.
 Absolute Threshold
 The initial ad campaign was strong and
innovative.
 It was short, funny and cost effective and

helped the company to meet the absolute

threshold for the product.
 But it faced criticism because the television

viewers were unhappy by repetitive

advertisements, which was of no use as the
brand was firmly established.
PERCIEVED QUALITY
 Extrinsic cues
extra MMR(mosquito mortality rate)
 Safer to use as compared to other mosquito

repellant
 Effective than other mosquito repellant
PERCEPTUAL MAPPING(as at1996)
HIGHLY EFFECTIVE

(ALL OUT)

(GOODKNIGHT)
LOW PRICE HIGH PRICE

LESS EFFECTIVE
MARKETING APPLICATION
 YEAR PRICE
 1990 225
 1994 135
 1995 90
 1996 135(TWIN PACK)
 1998 99(DEADLY OFFER)
 1999 27(DEADLY EXCHANGE SCHEME)
 Focus on extra MMR
PERCEPTUAL SELECTION
 Nature of stimulus:
All out is perceived as innovative mosquito
repellant whose packaging is very attractive.
Advertisement campaign of All out is very
successful.
PERCIEVED PRICE
 Perceived price of All out in initial phase is
high but being single player in market initially
the price has not much impact , but after
sometime it reduced its price when the
competition increased.
PERCIEVED RISK
 Physical risk
There is perceived physical risk associated
with any mosquito vaporizer because it
contains toxic chemicals called d-Allethrin
which can cause serious diseases like brain
cancer , blood cancer and deformity of
fetuses.
 The 5Ps
 The 1st P: Product
 Pioneer Effect: First of its kind.
 Technically Sound: Dependable Japanese Technology.
 Smoke Free, no residue, almost odorless.
 Long lasting.
 Ease of Use.

 The 2nd P: Price

 Premium Pricing, creating an impression of a premier product.

 Flexible pricing to accommodate market sentiments.
 KAPL was proactive with its flexible pricing strategy. It set a
trend in the process. GSLL followed it up with a similar
strategy. (Good knight’s 60-night refill pack priced at Rs.63 in
response to All Out’s 45-night pack at Rs.54.)
 The 3rd P: Place

 GSLL 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 lakhs outlets across the country that sold repellants, KAPL was available
in only 18% (120 distributors).
 Percentage of outlets:
 R&C – 55%
 GSLL- 54%

 The 4th P: Promotion

 The 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 Cassettes
 2. FM Radio
 3. News Program Sponsors
 4. Movie Song/Dance/Fight Sequence sponsoring on satellite TV Channels.
 The 5th P : Packaging

 KAPL paid special attention to the packaging

details of its product. It commissioned a well
known unit in Hyderabad to ensure that its
packaging was of high quality.
 Future Prospects of the Indian Mosquito Repellent
Market:

 Industry Experts expected the IMR market to

grow rapidly in the early 21st century due to
the following reasons:
 Improvement in literacy in rural areas
 Improvement in health consciousness in rural
areas.
 Low per capita usage of repellants (scope)