Global Challenge 2022 – Case Challenge 3

Mosquitoes are one of the deadliest species on the planet, linked to 1MN+ deaths every year, by
causing diseases like Dengue, Malaria, Chikungunya among many others. India ranks among top
5 globally on diseases caused by mosquitos, as the climate is suitable for breeding without any
obstacles.

 Pests dominate earth ~ 1000:1 , the human population is 8 Billion and the insect population
is 10 Quintillion (10K Billion)

 within insects Mosquitoes are the deadliest with the threat increasing over years

 Threat of malaria and dengue and its impact on human life is far greater than that of covid-19

Mortein was launched in India in 1993. The range initially included Coils, Mats and Aerosols.
Electrical Vaporizers were launched in 1999 and Rat Kill in 2000. Innovation has always been part
of Mortein’s DNA. However, over the years Mortein has moved from market leader to a third
challenger, with competition significantly upping the innovation game and building hard hitting
communication strategy.

India uses a variety of format to address the pest problem, the category has evolved from coil
dominance to liquid vaporizers and aerosols.
And every format has its own triggers/ barriers & demographic profile

The pest category is dominated by Alpha A, while Mortein operates as challenger brand
The task for Mortein is to build thought leadership to deepen brand connect with consumers to
gain back lost market share. The brand needs to find its next unique clutter breaking comms and
consumer-connect model as a pillar to exponential growth, which sets it apart from competition
and sets us up for exponential market share gain.

There is a brand relaunch planned in the coming months with a new advanced product
formulation. We need you to help develop the communication strategy for Mortein, which will
chart out the way Mortein speaks to core category consumers, keeping in mind:

• Focus on activating Mortein Liquid Vaporizer and Aerosols portfolio

• Being a market challenger, campaign idea needs to be clutter breaking and be versatile
to use across multiple platforms and BTL activation
• Developing a 360 plan with relevant investment assumptions leading to 3X business