MOSQUITO REPELLENT INDUSTRY- OVERVIEW Its sole reason for existence in the market is the omnipresent mosquito, which

makes life excruciatingly difficult for the average Indian during summer and monsoon months. In many ways the primary factor fuelling the explosive growth of this market – characterized by low brand loyalty and low product involvement – has been the availability of cost-effective, mosquito repellents. The night-long noisy drone of mosquitoes that disturbs our sleep is music to the ears of the Rs1, 100-crore mosquito repellent industry. The various segments in this industry are coils, mats, vaporizers, aerosols and creams. The two new segments are personal sprays and gels. The category-wise market shares: Coils command nearly 50 per cent of the market share, vaporizer refills at 20 per cent, with mats at 10 per cent followed by aerosols at 9 per cent and the rest shared by creams, heating devices and other products. Segment Wise Market Share The market for insecticides and repellents has grown by 20 per cent in 2003-04 and is estimated to grow at about 20%. The rural market for mosquito repellents is reckoned at around Rs 173 million against a mere Rs 79 million in urban centers. The market leader of the industry is Godrej Sara Lee Ltd. with brands like Good Knight, Jet and Hit enjoying a market share of 40%

Recently two new categories of personal sprays and gels have emerged. GSLL launched an array of brands (all coils) like Jet Fighter (1997).GOOD NIGHT.CASPER BOMBAY CHEMICALS. In the 1980s Good Knight was launched and mats used with electronic mosquito destroyers became extremely effective.while Reckitt also launched its range of mats and coils. the market became much more competitive. launched by Bombay Chemicals Ltd. The first brand of coils was Tortoise.TORTOISE . HIT RECKITT BENCKISER. JET.This segment was almost completely dominated by KAPL. MAJOR PLAYERS KARAMCHAND APPLIANCES PRIVATE LTD. In the latter half of the 1990s. – ALL OUT GODREJ SARA LEE LTD. with the entry of GSLL. In the mid 1990s Karamchand Appliances created a new segment of vaporizers with the launch of All Out. GSLL (Godrej Sara Lee Limited) could no longer ignore this growing segment and launched its own vaporizer under the Good Knight brand in 1996-97. Mosfree (lotion) and Hexit (spray). GoodKnight Jumbo (1999) and GoodKnight Instant one after the other The company's other brands included Banish (mats). Hit (aerosols). Reckitt Benckiser and HLL. Hit Lines (chalks). These new entrants resorted to heavy advertising and aggressive sales promotion tactics. (BCL) in the 1970s. .MAXO TAINWALA PERSONAL CARE PRODUCTS.THE EVOLUTION: Coils were the first mosquito repellants to be introduced in the Indian market.MORTEIN JYOTHY LABORATORIES. BANISH.

 Mats and aerosol categories: Market leader: Godrej Sara Lee leads the market with its brands Good Knight Silver mat (68%) in mats and Hit (aerosol).COMPANY’S SHARE SEGMENT WISE  Mosquito coil market: Market leader: Mortein (35%) from Reckitt Benckiser India Ltd Market Challenger: Good Knight with a share of 30% Market Follower: Maxo from Jyothy Laboratories' is rapidly increasing its share. Market Follower: Mortein Vaporizer by Reckitt Benckiser has a market share of about 5-7%.  Vaporizer refill market: Market leader: All Out brand from Karamchand Appliances Pvt Ltd. Market Follower: Mortein’s share in mats is estimated at roughly 15%. (65%) Market Challenger: Good Knight and Jet from Godrej Sara Lee Ltd. . together account for 24% of the vaporizer segment.

All Out had converted a large number of customers into vaporizer users. KAPL decided to handle the advertising for All Out on its own. . . jumping frog (actually an All Out vaporizer) eating mosquitoes. it was widely believed that what had kept the brand going was strong marketing. KAPL came out with a Rs 99 pack consisting of the Pluggy and a refill. a segment of Rs.3% in volume terms between September 1999 and February 2000. Within a decade of its launch. As this was significantly lower than the 55% figure for R&C and 54% for GSSL. that sold repellants.000 outlets across the country. KAPL was available in only 18%. KAPL is working towards increasing its presence. All out is the market leader in this segment with a 70 percent market share in 2001. surprising many industry watchers and drawing criticism from some ad agencies. ALLOUT The name All Out is almost a generic name for Liquid Vaporizers (vaporizers). However. The deal.KARAMCHAND APPLIANCES PRIVATE LTD. the company surprised everybody with the launch of a campaign featuring an animated. KAPL's distribution network consisted of around 120 distributors across the country.22O crores in the mosquito repellant industry in India. which proved to be immensely successful.' GoodKnight's share decreased by 9. GSLL could no longer ignore this growing segment and launched its own vaporizer under the GoodKnight brand in 1996-97. In 1998. Of the 900. called the 'deadly offer' was backed by heavy advertising. After KAPL's 'deadly exchange scheme. Allout’s sales reached Rs 253 million in 1996-97. Although the initial success of All Out was largely due to technological innovation and first-mover advantages. KAPL was almost solely responsible for creating this segment.

together as a combo-pack. The Good Knight Vaporizer lasted 30-45 days and just had to be plugged in. Good Knight worked on a long term strategy that would capitalize on its long-established equity. The most important USP for Good Knight is its brand equity. The color red was meant to convey power. . The red coil category created by Good Knight is growing and has cornered 50% of the coil market. which lasted ten hours (compared to eight hours in the case of most others). It is the market leader in the mats segment with a share of 68% in May 2000. . In a short span of three years. built over a decade by its products and brand communication. a technologically superior product. is a 450 crore turnover company with brands like Good Knight. Today Good Knight Silver mat is a market leader with 62% market share. Good Knight relaunched its mat first as Super mat and finally as Good Knight Silver mat in 2003. Good Knight has become the most preferred mosquito repellent solution in the country. It branded its version as a value-added product. Good Knight liquidator managed a share of 24% of the vaporizer market and 32% of LMD market based on the strength of the Good Knight equity. Good Knight Turbo refill. Good Knight faced growing competition from new coil and vaporizer products. was launched in 2004. By 1999. Good Knight also joined the battle for the coils by launching its red coil variant. the company made sure that it did not suffer a downgrade in consumer perception. The Good Knight brand was launched by Transelektra Domestic Products Ltd (TDPL) in 1984. It was the right time for Good Knight to take the plunge and gun for market leadership. Since Good Knight was seen to be a hi-tech brand and coils were regarded as an entry-level product. The product was innovative and perfectly priced. with contemporary packing. Jet and Hit. Good Knight entered the vaporizer segment in 1995 by launching Good Knight liquidator and Liquid Mosquito Destroyer (LMD) machine. To counter this thrust. superior technology and using a high decibel campaign. In the mid 1990s.GODREJ SARA LEE LTD GOOD KNIGHT Godrej Sara Lee Ltd.

Mortein is the number two pest-control brand in the country Mortein sales grew by 9. as against market growth of 9%. Consumers have to bear the initial cost of a machine which is a one time cost and the per day cost of the refill is even lower than the coils. It is expected to grow even further since vaporizers are becoming economical and people are realizing the disadvantages of using coils and mats. 3) Economical: Vaporizer is considered to be a premium product but if you compare the prices of the coils and vaporizers today than there is not much difference. 2) Safer And Convenient: Vaporizers are safer than coils since they just have to be switched on. Mortein Coil sales grew by 14. They are far more convenient as well. For Mortein the strategy is to increase penetration of coils. Many people complain of breathing problems with coils which is eliminated through vaporizers. Another target for 2001 is to gather a legitimate share among vaporizers -. enhance brand salience of other variants and tap niche segments through a stream of innovations.from 1. .2% in F12/01. WHY WE CHOSE TO LAUNCH A VAPORIZER? 1) Market Growing: The market for vaporizers has grown from 5% in 1999 to 20% in 2004.5 per cent to a double digit figure. Mortein's share in mats is estimated at roughly 15 per cent.5% despite stiff competition in the category. Mortein is also available in liquid and aerosol spray forms.RECKITT BENCKISER MORTEIN Rs 585-crore Reckitt Benckiser in India is high profile particularly because it has a range of popular products. Reckitt launched mosquito repellent coils and mats under the brand name Mortein in 1994.

5) Threat of Supplier’s Bargaining Power The cost of items bought from suppliers can have a significant impact on the company’s profitability. Also existing players are entering new segments which increase the competition like Casper entering the vaporizer segment and Good Knight the personal spray and gel segment. The exit barriers are low and thereby firms can enter and exit easily. . The threat of supplier’s bargaining is moderate. They have to purchase the product at whatever prices available. 3) Threat of Substitute Products The presence of substitutes can dilute the attractiveness of a particular industry.PORTERS 5 FORCE MODEL 1) Threat of competitors The threat of competitors is high because there are a lot of players in the market and two new segments that is personal sprays and gels have come in which will increase the existing competition. which depends mainly on the barriers to entry. The threat of substitute products is low. The substitutes for mosquito repellent would be agarbattis and dhoop that are used in villages. There are not many substitutes available. 4) Threat of Buyers Bargaining Power The buyer’s bargaining power is low since they cannot influence the prices to such a great deal. But certain oils are not available everywhere which increases the supplier’s bargaining power. 2) Threat of New Entrants New entrants to an industry can raise the level of competition. In case of mosquito repellent industry the entry barriers are low since the costs to set up the plant is not very high. We can get our raw materials since they are herbal and can be easily available.

the use of mosquito repellants was expected to increase substantially in these areas. .FUTURE According to industry reports. As the per capita usage of repellants was very low in the country. there was considerable scope for the market to expand. Analysts said that with improvement in literacy and health consciousness in rural areas. the Indian mosquito repellant market was expected to grow rapidly.

for example tents. It is very economical. INGREDIENTS: The ingredients of our product are: • Eucalyptus extract containing 50% p-methane-3 and 8-diol(PMD) • Lemongrass oil • Citronella oil • Tulasi oil • Clove extract • Palmarosa oil MANUFACTURING PLANT: Our manufacturing plant will be set up in Daman because we will be exempted for sales tax for a period of 15 yrs as well as it is in the centre which will save our transportation costs. mosquito do not develop immunity/resistance towards it like synthetic toxicants. The machine has an added feature of being operated with AA battery. The vaporizer liquid is herbal. The refill will be available in 25ml pack which will last 30 nights. So it can be used even without electricity and can be used outdoors as well.FIGHTER ABOUT FIGHTER Our product is a mosquito repellent vaporizer machine and its refill. cars. 4) No headaches and 5) No allergies. Some of the benefits of our product are: 1) Effective evacuation of mosquitoes 2) No irritation of eyes 3) No hoarseness of throat. This battery if used everyday will work for about 45 days. etc. The liquid is light green in color.LAUNCH OF A MOSQUITO REPELLENT. Due to complex structure of herbal extracts in our vaporizer liquid. USP: The USP of our product is that it is the most effective herbal vaporizer which has an added feature of being operated with a battery. . 35ml which will last about 45 nights and 45ml lasting 60 nights subject it is used for 8 hours every night.

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