TERMPAPER

OF

PROMOTION
MANAGEMENT

Topic- Design an IMC Plan for M O S Q U I T O R E P E L L A NT and also outline the target market and adopt a message for
that.

SUBMITTED TO –
SUBMITTED BY-

ALL OUT’ – MOSQUITO REPELLANT

 INTRODUTION

Karamchand Appliances Private Limited is perhaps not a familiar name

for the average
Indian consumer. However, KAPL’s brand ‘All Out’ is very well-known. In
fact, the name All Out
is almost a generic name for Liquid Vaporizers a segment of the Rs 4
billion1 i n 1999 mosquito repellant industry in India. KAPL was almost
solely responsible for creating this segment. Within a decade of its
launch, All Out had converted a large number of customers into
vaporizer users, and had also established itself as the market leader in
the segment, with a 69 percent market share in 1999.
The success of KAPL is particularly noteworthy, considering the fact that
it was a small family-
owned company that managed to wrest market share from corporate
giants such as Godrej Sara
Lee Ltd. (GSLL) and Hindustan Lever Ltd. (HLL) with strong, established
brands such as
GoodKnight, Jet, Tortoise, Baygon and Mortein, amidst stiff competition.

MARKETING MIX
1) PRODUCT:

SEGMENTATION
Geographic:
Initially using the geographic variable Fighter has segmented the market into the western belt
that is the states of Gujarat, Maharashtra,Karnataka, Kerala and the union territories of Goa and
Daman, Diu.

Psychographic:

It has also segmented on the lifestyle variable, for people who have an adventurous lifestyle who
can carry our vaporizer at their outings. Socio-economic Classification: SEC A, SEC B and SEC
C. We have also included SEC C because vaporizer is considered to be a premium product but
we want FIGHTER to be used by SEC C as well since it is economical compared the other
vaporizers in the market.

Behavioral:
Fighter has segmented on the benefit variable by providing the benefit of being protected from
mosquitoes. Fighter has also segmented on the basis of occasion where it can used on occasions
like camps, outings provided used in a closed area.

2.TARGETING
there target market is SEC A, SEC B and SEC C. Income: Rs. 60,000+ p.a.

We would aim to target our customer which will be a woman because Fighter is
a household product and usually the woman buys it.

POSITIONING STATEMENT

Fighter is primarily positioned as “A battery operated herbal vaporizer which is the most
effective to repel mosquitoes, absolutely safe, convenient and economical which protects you
always.”
PRODUCT DIFFERENTIATION
there product is one of its kinds. Most of the other vaporizers are chemical based, whereas they are
the first movers to have a complete herbal vaporizer. they have an added feature of a battery as
well. Most of the other vaporizers become ineffective if there are power cuts but FIGHTER
overcomes this problem.

POSITIOINING STRATEGY

There positioning strategy is benefit positioning since we want to be known as the most
effective herbal vaporizer.

PRICE
The price of our combi-pack is Rs.67/-.The price of the 25ml refill is Rs.32/- 35ml refill is
Rs.42/- and 45ml refill is Rs.52/-. there pricing strategy is Penetration Pricing because they want
to sell high volumes which will result in high long-run profits. The price of our product is low as
compared to our competitors mainly because we are using herbal products and thereby our
manufacturing costs are low. We want to penetrate into the market and want to be known as
the a product which is value for money.

PLACE

They have a three-tier distribution system which includes

MANUFACTURER- DISTRIBUTOR- STOCKIST-WHOLESALER-RETAILER

IMC

Competitive Situation
Major Competitors are-

GODREJ SARA LEE LTD- GOOD NIGHT--- Godrej Sara Lee Ltd. is a 450 crore turnover
company with brands like Good Knight, Jet and Hit. It is the market leader in the mats segment
with a share of 68% in May 2000. Good Knight has become the most preferred mosquito
repellent solution in the country. The Good Knight brand was launched by Transelektra
Domestic Products Ltd (TDPL) in 1984. The product was innovative and perfectly priced. Good
Knight worked on a long term strategy that would capitalize on its long-established equity.

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
Morte in in 1994.Mo rte in is also available in liquid and aerosol spray forms. Mortein is the
number two pest- control brand in the country Mortein sales grew by 9.2% in F12/01, as
against market growth of 9%. Mortein Coil sales grew by 14.5% despite stiff competition in the
category

Promotion Situation

The means that allout used for promoting our product are as
follows:
1) Print Ads
2) Hoardings
3) TV Commercial
4) Press Conference
they have two print ads for promoting there product and creating
awareness among the public. These will be published in the leading
newspapers. The hoarding will be will be shown in all the major cities.
they have one TV commercial which will be aired for about six months.
The message appeal of the ad is that of benefits and uniqueness of
product. On the day of the launch of the product they will call upon a
press conference for creating awareness about product through
the media. The following are there print ads and storyboard:
This is there first print ad wherein they want to show that there product is a
herbal product.

S W O T Analysis
Strengths-

• A herbal product
It is strength of there company as they have the first mover
advantage over an herbal vaporizer and also because
people are shifting their loyalties to herbal products as
they have realized the advantages of using herbal
products.
• •

• Innovative- Battery operated

there products extra feature, that it can be operated with
 battery, making it mobile, is a strength as it provides
convenience to customers.
• •

• Economical
The price of our product is comparatively lower to the
competitors though we provide the same quality.

• They positioned themselves as a better product so that the competitors find it difficult to
enter their segment
• the customers in rural areas are increasing by the day

Weakness=

• Harmfull effect of chemicals

• Advertising criticized by the industry

• Major profit only through 1product

Opportunities

• Diversification of productslike mosquito repellent spray,mosquito

1. Mosquito repellent spary

2. Mosquito repllent band

3. Cream

• Electric racquets

• Market is growing at the rate of 21% As the market is growing at a fairly good rate they have
a great opportunity to capture the market share.
• First Mover advantage-First battery operated herbal vaporizer they have the first mover
advantage over being the first herbal vaporizer in the industry. Being battery operated gives
us the advantage to attract different customers

• It can turn out to be expensive if the vaporizer is extensively used on battery

• Ultrasound devices

Thearts
• Depandance on a flagship product for now Advent

• The mosquito problem is prominent in India but the useof repellents is not very common
 • Supply of raw materials .The raw materials used by them may not be available at all
times keeping in mind the natural calamity that may occur.

• Competition from Existing brands having a large market share Increase in competition
because of upcoming segments such as personal sprays and gels

Communication Objectives

ALLLOUT is using new packaging and distribution system strategy to

save more than60% of paper and water annually to communicate with
the customers. ALLOUT will set new standards within the retail
industry. The new innovative solution will significantly reduce the
amount of waste and CO2 emissions that traditional product packaging
such as shoe-boxes. thir target of reducing carbon, energy, water, and
waste by 25%, and developing 50% of its international product
collections in footwear is one of the best practice sustainability
standards by 2015.

Another communication objective that allout is using is

Leading creates differentiation. allout , which has managed to
differentiate itself from more powerful rivals like goodnight and
mortien , has emerged as hugely influential brand, transforming from
an alternative brand to a global icon with broader desirability. The
brand’s message was refined, its voice clarified and in the process The
key to achieving their position is to maintain a culturally relevant
message that connects with consumers despite a cluttered media
environment.

Budget Determination

allout designs best Practices as a reference tool to increase the degree of budgetary
transparency in their respective countries. The practices concern with principal fiscal
reports, specific disclosure, and practices for ensuring the integrity of the reports.
Company measures to facilitate the reallocation of resources to areas where they are most
valued and away from where they are less valued.

IMC Strategies
Attracting new customers-
A core objective of the campaign was to increase sales, increase the mainstream
audience‘s knowledge of allout ranges and project the brand’s core value as being
different. New products needed to be showcased to the mainstream audience in a
creative and unique way that was unexpected, unique and different. To communicate
this concept , animated animals such as monkeys, bats , bees , froug and fish are
depicted playfully interacting with Puma products in an engaging and fresh manner.

Usage of mixed media-

they first introduces this campaign in 15 second television advertisements. The
campaign was visually fresh and clean with crisp photography that drew attention
to the products. The print advertising that followed reflects the focused simplicity
and whimsical nature

Presentation Communication mode-

These advertisement fall in to presentation mode and structured

around the product features and attributes

Evaluate the Planning Process

For evaluating the employees and Company’s performance both allout
firstly checks the costs and benefits of various activities. Then it fosters
to evaluate the culture and manage the activities strategically which
helps the them to increase its credibility. After then they ensures the
links with decision making process and for it choose the right evaluator
in which allout also involves its shareholders and communicate with
them for problem solving.