ALL OUT- Marketing Research Plan

EcO2

ALL OUT COILS

Marketing Research Plan
Team-EcO2

Bharath Ram J
Mangaleshwaran S
Raj Kumar B
Sharon Rose J
Sibi B
Vinoth S

ALL OUT- Marketing Research Plan

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INDEX

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1.

EXECUTIVE SUMMARY AND MISSION STATEMENT

1.1 WRITING A MARKETING PLAN
1.2 EXECUTIVE SUMMARY
1.3 VALUE AND VISION OF THE COMPANY

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2.

CURRENT SITUATION ANALYSIS

2.1 PRODUCT
2.2 PRICING
2.3 PLACE
2.4 PROMOTION
2.5 PEOPLE
2.6 PROCESS
2.7 PHYSICAL EVIDENCE

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3.

CURRENT SITUATION ANALYSIS EXTERNAL LANSCAPE

3.1 MARKET OVERVIEW
3.2 COMPETITOR ANALYSIS

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4.

SWOT ANALYSIS
4.1 STRENGTH
4.2 WEAKNESS
4.3 OPPORTUNITY
4.4 THREAT
4.5 SUMMARY

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5.

EXTERNAL ENVIRONMENT ANALYSIS

5.1 POLITICAL
5.2 ECONOMICAL
5.3 SOCIAL
5.4 TECHNOLOGICAL
5.5 LEGAL
5.6 ENVIRONMENTAL

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6.

MARKET ANALYSIS

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COMPANY DETAILS- ALL OUT COILS

Business

S. C. Johnson & Son, Inc

Product

All Out Coil

Business Location

It began it in 1987 at Baddi in Himachal Pradesh

Date established

Launched in 1990 in a small company

Business owners

Arya brothers,Naveen ,Anil & Bimla

Owner experience

All out have 42% of share. Highest market share.

HTA Humor to advertisement the product, cost
effective ads.
Highest share of voice(31%)

1 EXECUTIVE SUMMARY AND MISSION STATEMENT

1.1 WRITING A MARKETING PLAN
The marketing plan project entitled ALL OUT COILS hopes to discover more information
regarding market trends. The following summary will give an overview of the cause,, process
and possible effects of market research proposals detailed below.
OBJECTIVE:
The detailed marketing report will discuss the following objectives:
To analyze the trends in current market, to find out the customer needs and to
satisfy them and to bring in innovations to create more value to the customers.
EXISTING KNOWLEDGE:
The further report gives a detailed analysis of the current market and the
competitors. This will be very much useful in predicting the forth coming expectations of
the consumers and to cater to them.
INTENTED OUTCOMES:
The outcomes is to come out with a better solution to make the company reach its
vision and mission and to cater the customers.

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1.2 EXECUTIVE SUMMARY

The company as a whole has to increase its marketing share among various competitors in
the region. The various factors such as the internal factors, the external factors such as the
PESTLE analysis , the segmentations among the customers, the need of the customers, the
satisfaction level of the customers are all taken into consideration. Adding to it, the SWOT
analysis will get a clear analysis of the current state of the company so that a clear decision can
be made satisfying all the vision and the mission of the company. Thus this report will show a
clear idea on the foreground study of the current scenario of the company as well to suggest
marketing changes and innovations into the industry.
1.3 VALUE AND VISION OF THE COMPANY
VALUE
From coils to our famous liquid electrics, ALLOUT mosquito products
continuously protect your family.
ALL OUT KILLS BUGS DEAD PROTECTS YOUR FAMILY.
VISION
To attain and sustain as the market leader.
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CURRENT SITUATION ANALYSIS

MARKETING MIX

2.1 PRODUCT
The Product can either be tangible, which have independent physical existence or Intangible.
Launching the right kind of product with appropriate number of variants is one of the critical
decisions for marketing managers.
The All-out oil is first of its kind and have attributes such as odorless in its latest coils and
are long lasting with ease of use.
2.2 PRICING
The price of a product determines the offering which the customers are willing to give to buy
that product. The price of a product or a service depends on its demand, which is determined
by demand elasticity. A product is said to be elastic if raising its price reduces the demand
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considerably (example: coffee, people will switch to tea) and the product/service is inelastic if its
demand is not affected even after raising the price. (Example: petrol)

Flexible pricing based on competitiveness, loss leader strategy, indigenous cost

All out Low smoke sandal wood Rs.25(10 coils) vs. Good Knight adv. Low smoke
Rs.32 vs. Mortein coils @ Rs.31
All-out anti dengue@Rs.31 vs.Good Knight advanced neem Rs.33vs.Mortein neem@
Rs.32

2.3 PLACE
The market where the product is sold is known as place. The markets should be convenient
for the consumers to access. Distribution network for a product determines its availability in
shops/outlets. The all-out operates 2 level marketing channel ( Manufacturer->Wholesaler->
Retailer->Consumer) till urban and town centric behind its all competitors through which they
have reached only 18% of the retailers out of 9lakh outlets across the country.

2.4 PROMOTION
The method of communication by which the marketer provides information about the product
is known as promotion. It included advertisements, personal selling, word of mouth publicity etc.
Ads were unique and caught up the imagination of people where this animated frog captured
attention of the audience.

2.5 PEOPLE
These are the employees who help deliver the service e.g. delivery boy or a cab driver. They
may become the face of the service hence are very important that is why very important to
choose right people. The Targeting of the region or pool of people will has to bring awareness
about the product

2.6 PROCESSES
The steps undertaken for completion/delivery of the service. The process is very crucial. The
process should not only consist of the positive path but should also should consider the negative
paths to address issues in the service delivery. e.g. Complain management, reverse supply chain.

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2.7 PHYSICAL EVIDENCE

A service is intangible but there has to be a reassurance to the customer that service
happened. It can be a receipt of a service or may be an invoice. Physical evidence should be
positive meaning that customer should be assured that service completed as expected.

MODERN MARKETING MANAGEMENT

PEOPLE
The number of participants in the marketing ecosystem continues to grow as the
complexity of marketing continues to increase. Those who are,

People are considered to be the center of marketing these days so people must be given
most importance.

People are moving towards products that are non-toxic and most efficient in nature.

They prefer natural products.

PROCESSES
Aligning people for collaboration and knowledge sharing is important, but documenting
and automating processes is essential to ensuring effective and efficient alignment. As the
complexity of marketing increases, process becomes important to align the appropriate people
with the right marketing activities, to achieve faster times to market, to allocate human resources
effectively and to perform closed-loop marketing. Without well-defined processes for marketing,
it is impossible to manage the complexity, measure marketing outcomes and plan strategically.

The process in which the manufacturer sets a value to the consumer.

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The process must be eco-friendly which is an expectation from the consumer.

It must also be void of all toxic materials.

PERFORMANCE
CMOs and marketing leaders are under pressure to measure the results of marketing
campaigns and to demonstrate return on marketing investment (ROMI). Targeted marketing
campaigns, particularly digital ones, have been highly measured, but areas of marketing around
creative advertising and traditional media. Program involves in understanding and reaching the
consumers.
PROFIT
Marketing has historically been a cost center, but increasingly it has been challenged to
prove that its campaigns and initiatives are driving revenue, such as, for instance, to identify
which ones have the highest. According to the recent studies it is depicted that the performance
of All out is lightly declining when compared to Good Knight which releases low smoke when
compared to All out.

CURRENT SITUTATION ANALYSIS- THE EXTERNAL LANDSCAPE

3.1 MARKET OVERVIEW

Percentage of rural and urban households using coils

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Percentage of various types of repellents used in House Holds

3.2 COMPETITOR ANALYSIS

All out market share among the whole repellent market

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Market share of All out Coils

4 SWOT ANALYSIS
4.1 STRENGTH

Very strong brand

Strong manufacturing competence and innovation
Low cost- high reach campaigns
Good target market penetration
Competitive pricing

4.2 WEAKNESS

Criticism on advertisements
High toxic materials
Retail market is not thorough
Market saturation

4.3 OPPORTUNITIES

Penetration into rural market as infrastructure develops

Growing middle class and urban population
Scope to diversity into related products

4.4 THREATS

Aggressive price and promotion activities by competitors

Use of allethrine
Social change-natural alternatives
Globilzation-more MNC into markets
Local (neem) eco-friendly substitutes

4.5 SUMMARY
The weakness of All out is the quality of the coils in terms of health and environmental
friendly products that are produced by the competitors. The major strength of All Out is the
animated advertisements that they make that always sticks to the heart of the customers for
years. So this strength can be maximum utilize maximum to gain more market share. The
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company must also put emphasizes in changing the product so as to equalize the quality
given by the competitor. The market innovation is also nearing saturation and so newer
innovations can be bought out to cover the customers.

EXTERNAL ENVIRONMENTAL ANALYSIS

5.1 POLITICAL

Any changes in taxation, environmental law and trade restriction may affect the industry.
GST might bring good days to All out being a product

5.2 ECONOMICAL
Risk factor as the market is nearing saturation and people are moving towards more
hygienic innovations.

5.3 SOCIAL
Younger nation- open to new innovations and penetrations
Increasing awareness towards toxins

5.4 TECHNOLOGICAL
First industry with new advertisements with animated technology
New products and technology- risk
Must keep up technological edge to survive

5.5 LEGAL
Legal rights must be checked for the amount of toxic materials in the product.

5.6 ENVIRONMENTAL
No smoke coils to preserve the heath of people
People becoming more aware of the toxic content
People shifting towards natural product of mosquito repellents
MARKET ANALYSIS

The mosquito repellent market in India is witnessing a significant growth because Indians are
becoming more health conscious. Awareness of diseases spread through mosquitoes is increasing
due to a rise in the literacy rate. Some of the diseases spread by mosquitoes include malaria,
dengue fever and yellow fever.

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Stagnant water is a breeding ground for mosquitoes and in India; places with stagnant water are
plenty. Poor sanitary facilities, street gutters, storm drains, leaky faucets and clogged rain gutters
are breeding grounds for mosquitoes, which are rampant in India.
Since it is extremely difficult to get rid of mosquitoes in India, Indians resort to mosquitoes
repellents, including coils, mats, vaporisers, aerosols, and creams.
The mosquito repellent market in India is worth more than Rs 3,200 crore, and it is dominated by
four major players Reckitt Benckiser, Jyothi Laboratories, Godrej Sara Lee, and S C Johnson.
Other players in the industry include Balsara Hygiene, Bayer, and Tainwala Chemicals. The top
three products in the mosquito repellent market are Mortein, Maxo and Good Knight.
Studies show that the demand for mats is increasing in rural areas whereas in urban areas, there
is a huge demand for vaporisers. In fact, vaporisers seem to be replacing mats and coils in urban
areas.
The urban share of mosquito repellents is 70%, which shows that with increasing affluence
among the urban population, more and more people are purchasing mosquito repellents as a
precautionary measure against diseases spread by mosquitoes.
At present, Godrej Sara Lees Good Knight is the leader in mats, with a 51% market share. Next,
Reckitt Benckisers Mortein has a market share of 15%, followed by Godrej Sara Lees Jet at
14%.
In the segment of coils, Reckitt Benckisers Mortein is the leading brand, with 33% market
share, followed by Godrej Sara Lees Jet and Good Knight at 17% and 12% respectively.
In the vaporiser segment, S C Johnsons All Out is the leading brand, with around 69% market
share, followed by Godrej Sara Lees Good Knight at 21% market share.
There is ample scope for the growth of the mosquito repellent market in India because the
distribution network for these products is low. There are 9 lakh outlets in India that sell mosquito
repellents; however, only 55% of the stores display Reckitt Benckisers products whereas 54% of
the stores display Godrej Sara Lees products. This shows that there is scope for greater
distribution by these companies in the country.
However, although there is a need for mosquito repellents in India, there are concerns among the
general public with regard to its hazards. There is an increase in the awareness among the public
on the chemicals used in mosquito repellents.

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Allethrin is dangerous, harmful to the eyes, skin, respiratory tract, and the nervous system. In
fact, according to the Industrial Toxicology Research Centre, prolonged exposure to mosquito
repellents may result in brain, liver and kidney damage.
This is the reason why people are slowly shifting to other alternatives such as organic mosquito
repellents. In addition, studies have shown that no mosquito repellent provides 100% protection
against mosquitoes. These are some of the ailments of the industry.
Experts predict that the mosquito repellent industry in India will continue to flourish in the years
to come, and with greater affluence and awareness among the public, we may witness a decline
in the usage of mats and coils and an increase in the usage of vaporisers.

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