Consumer Behavior Analysis

of PEST CONTROL BRANDS

in INDIA

MORTEIN- Our Client

Made By-
Alekhya Challa
S.no TOPIC Page. No

1. Pest Control Market in India 3

2. Mortein- Our Client 6
3. 4Ps of Mortein 8
4. 4Ps of Other Competitive Brands 12
5. Positioning of Pest Control Brands 16
6. Analysis of Consumer Buying
Behaviour 17

7. Analysis of the Questionnaire 19

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 Pest Control Market in India

The Mosquito Repellents market is valued at Rs 1600 crores

and is growing at the compounded annual growth rate (CAGR)
of 15%. This segment is characterized by low competition and
high consumption. As people are aware of the diseases (like
yellow fever, dengue hemorrhagic fever, and many forms of
encephalitis) caused by mosquitoes, the demand will keep on
increasing, which is a positive sign for the manufacturers,
entrants as well as the existing players. According to Vikas
Hajela, Vice President of Godrej Sara Lee, Mosquito Repellents
segment has 54 manufacturers with 72 brands.

Products Covered
Products covered in this category are:

 Coils & Mats

 Liquidator

 Candle

 Vaporizer

 Hit

 Jet

 Cream

 Spray

 Gel
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  Lotion

 Aerosol Cans

9% 11%
10% 50%

20%

Major Players and their Products

The major players and their products in this category are:

 Good Knight and Hit from Godrej Sara Lee Ltd

 Odomos Cream from Balsara Home Products Limited

 Maxo from Jyothy Laboratories

 Mortein from Reckitt Benckiser India Ltd

 Tortoise from Bombay Chemicals

 All Out from Karamchand appliances pvt ltd.

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  Casper from Tainwala Personal Care Products

Company’s share segment wise

 Mosquito coil market:

Market leader: Mortein (35%)

Market challenger: Good knight with a share of 30%

Market Follower: Maxo is rapidly increasing its market share

 Vaporizer refill market:

Market leader: All Out with 65%

Market challenger: Good Knight and Jet together account for

24% in this segment

Market follower: Mortein has a share of about 5-7%

 Mats and Aerosol categories:

Market leader: Good Knight silver mats (68%) and Hit

(aerosol)

Market follower: Mortein’s share is estimated roughly at 15%

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 MORTEIN- Our Client

Mortein was first manufactured as an insecticidal powder in the

1870s by J. Hagemann, a German immigrant to Australia. It is
said that Hagemann himself came up with the name Mortein,
with a little help from his French wife: the famous name is a
combination of the French word 'mort' (dead) and the German
'ein' (one).
Hagemann's product was distributed wholesale by Samuel
Taylor. Taylor ran his own business until his death in 1895.
Soon after that , the business went broke, and in 1909 it came
into the hands of F. S. Steer and Thomas Jackson. They were
to revive Taylor's business and ultimately set it up as a
proprietary company in 1937 as Samuel Taylor Pty Ltd. This
company was to play a critical role in Mortein's development,
mainly through the activities of its larger-than-life managing
director from the 1940s to the 1960s, Bill Graham.
In 1969 the Samuel Taylor company was bought by the British
company Reckitt & Colman. The Australian firm, under its
British parent, introduced and promoted to the Australian
market several of the country's most familiar household names
over the past few decades. Among these consumer icons,
Mortein stands out as the most widely recognised of all.
Mortein "Insect Seeking Fly Spray" uses the active
ingredients Allethrin and Resmethrin, both Pyrethroid neuro-
toxins which are not known to be harmful to humans in typical
doses, and break down after one or two days. Mortein is also
available in New Zealand and India.
Mortein is the trusted expert in pest control with a range of
high quality, effective and easy to use products. Mortein has
been protecting Australian families and homes from unwanted
pests for over 100 years.

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Mortein works hard to bring you innovations that are smarter
and safer to keep homes pest free all year round.
Mortein only uses highly effective modern insecticides and
ingredients to ensure product, consumer and environmental
safety are not compromised.
Louie the Fly. Louie made his first appearance on Australian TV
in 1957. In a jingle used in animated TV commercials since
1962, he proudly sings of his own dirtiness, claiming to be
afraid of no-one except "the man with the can of Mortein."

Louie The Fly celebrated his 50th Birthday in 2007

Reckitt Benckiser’s Mortein brand is commemorating the

50th birthday of one of the most recognised faces in
advertising, Louie the Fly, with a new campaign. Euro RSCG
has developed a new computer generated Louie for its latest
execution. The agency had launched a prevention campaign to
coincide with pest season, throwing Louie a 50th birthday bash,
in which consumers are encouraged to “stop the pest party”.
The TVC was supported by print and online creative. Since the
concept was born in 1957, Louie the Fly has appeared each
year with campaigns commencing before the pest season
begins in October through to March. Kirsten Nugent, head of
account management Euro RSCG said during this period 75%
of sales were generated for the brand. Louie is such a great
strength as he generates instant recall with the Mortein brand
name even with a seasonal layoff.

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 4Ps of MORTEIN

What is the 4Ps?

The marketing mix is probably the most famous marketing term. Its
elements are the basic, tactical components of a marketing plan. Also
known as the Four P's, the marketing mix elements
are price, place, product, and promotion.

 Product - A tangible object or an intangible service that is mass

produced or manufactured on a large scale with a specific volume of
units. Intangible products are service based like the tourism industry &
the hotel industry or codes-based products like cellphone load and
credits. Packaging also needs to be taken into consideration.
 Price – The price is the amount a customer pays for the product. It
is determined by a number of factors including market share,
competition, material costs, product identity and the customer's
perceived value of the product. The business may increase or decrease
the price of product if other stores have the same product.

 Place – Place represents the location where a product can be

purchased. It is often referred to as the distribution channel. It can
include any physical store as well as virtual stores on the Internet.

 Promotion- represents all of the communications that a marketer

may use in the marketplace. Promotion has four distinct
elements: advertising, public relations, word of mouth and point of
sale. Advertising covers any communication that is paid for, from
cinema commercials, radio and Internet adverts through print media
and billboards. Public relations are where the communication is not
directly paid for and includes press releases, sponsorship deals,
exhibitions, conferences, seminars or trade fairs and events. Word of
mouth is any apparently informal communication about the product by
ordinary individuals, satisfied customers or people specifically engaged
to create word of mouth momentum. Sales staff often plays an
important role in word of mouth and Public Relations.

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4Ps of Mortein
PRODUCT-

There are wide ranges of products that Mortein has just for the
feasibility of the consumers. It contains products in various
segments so that the consumer can remain brand loyal to one
brand only and thus not look for other product brands. These
products are made in such a way so that houses are pest free
and thus disease free as well. Its packaging is designed in such
a way where it can be identified from other brands as well. All
the information like ingredients, directions for use, caution,
date of expiry and price are given on the packaging only. The
various products are:

COILS:

8 hours and more 10 hours and more 12 hours and more

VAPORIZERS:

Mortein Power Refill pack

Booster Vaporizer

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 AEROSOLS:

All Insect Killers

MATS:

Deep Reach Action

Mats

PRICE-

Mortein has priced its products which are affordable, compared

to other brands. The prices are normally worth the quantity of
the product.

Mortein Power booster (12 hours and more) - Rs. 25

Mortein deep reach (10 hours) - Rs. 23

Mortein deep reach (8 hours) - Rs. 21

Mortein deep action mats (30 mats) - Rs. 45

Mortein power booster liquid with machine- Rs. 49

Mortein power booster liquid (only refill) – Rs. 45

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Mortein gold all insect killer (425 ml) – Rs. 155, (320 ml) – Rs.
125

Mortein high performance for cockroaches (425 ml) – Rs. 145,

(250 ml) - Rs. 78

PLACE-

The Mortein products are available very easily in every nook

and corner so that handiness of the product is not a hassle.
They are basically targeted for mothers, thus this brand has
made sure that every local retailer has these brands especially
near housing complexes.

They are available at the following place:

 Local kirana shops

 Mom and pop stores
 Departmental stores
 Big apple stores

PROMOTIONS:

Mortein promotional tactics mostly surround mediums like

Televisions, Print Mediums, Billboards and Hoardings.

Mortein has done many innovative promotions which has made

brand recall easy for the consumers like:

 Introducing an animated pest rogue character like LOUIE

THE FLY in Televised ads
 Creative print ads like make love, museums and stop the
Pest Party ads
 Other promotions like modern Ramayana in 2005
 Time to time promotions during diseases like malaria and
dengue in news channels etc.,

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 4PS OF OTHER COMPETITIVE BRANDS

All Out
This brand is owned by Karamchand Appliances Pvt ltd. The
name is almost a generic name for Liquid Vaporizers, a
segment of 220 crores in the mosquito repellent industry in
India. All out is the market leader in the industry with over a
70% market share. KAPL was solely responsible for creating
this segment. Within a decade of its launch, All Out had
converted a large number of customers into vaporizer users.

PRODUCT and PRICE-

Although KAPL mainly focuses on vaporizers and refills but now

it also focuses on Jumbo coils. Its packaging is also very
informative and clear also with a big picture of the vaporizer. It
is priced at the equity the brands has and thus the quality it
assures.

Its products with prices are:

All Out Complete protection (Machine+ Refill {35 ml}) - Rs. 72

All Out Total Refill (35 ml) – Rs. 54

All Out Double Power (45 ml) – Rs. 80

All Out Jumbo Coils (10 hours) – Rs. 23

PLACE:

 Departmental Stores (vaporizers, refills and coils)

 Big apple stores (vaporizers, refills and coils)
 Local Kirana Stores (refills and coils only)

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 PROMOTION:

 Introduces an animated Jumping Frog (All Out

Vaporizer) which is still very successful
 Print ads featuring the vaporizer protecting the family
 Leaflets and Posters in Departmental Stores
 Indirect Promotions like Feedback forms and
suggestions

Good Knight
Godrej Sara Lee Ltd. is a 450 crores turnover company with
brands like Good Knight, Jet and Hit. It is a market leader in
the mats segment with a share of 68%. The Good Knight brand
was launched by Transelektra Domestic Products Ltd. in 1984.
The product was innovative and perfectly priced. Good Knight
Silver mat in 2003. Today Good Knight Silver mat is a market
leader with 62% market share. It also entered coils segment
which did not downgrade in consumer perception. The Red coil
category created by Good Knight is growing and has cornered
50% of the coil market as well. The most important USP for
Good Knight is its brand equity, built over a decade by its
products and brand communication

PRODUCT and PRICE-

Good Knight Mini Jumbo Coils (8 hours) – Rs. 20

Good Knight Maha Jumbo Coils (12 hours) – Rs. 25

Good Knight Advanced Low Smoke Coils – Rs. 26

Good Knight silver power mats (30 mats) – Rs. 50

Good Knight Naturals Cream – Rs. 36

Good Knight Silver Power (with machine) – Rs.78

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Good Knight Silver Refill (45 ml) – Rs. 60

Good Knight Advanced vaporizer Refill (45 ml) – Rs. 48

PLACE-

 Local Kirana shops (mats)

 Mom and pop stores (mats and coils)
 Departmental stores (mats, coils and vaporizers)
 Big apple stores (mats, coils and vaporizers)

PROMOTION-

 Aim to involve the consumers emotionally

 Print ads which are Verbalizers and Visualizers as well
 Promotions in Malls and Complexes
 Hoardings on Highways
 Posters in Departmental stores
 Advertisements with Rani Mukherji
 Advertisements with Vidya Balan
 Time to time change in packaging making it more
contemporary
 High Decibel Campaigns
 Radio ads

Hit
This brand also comes from the house of Godrej Sara Lee. It
has a whopping 58% share in Aerosol Category. It basically
deals in two sub- brands which are Red Hit (cockroaches) and
Black Hit (mosquitoes)

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PRODUCT and PRICE:

The products of hit are manufactured in different quantities for

the feasibility of the consumers. Its packaging is a no leak
bottle which also provides a nozzle so that every nook and
corner is pest free for 6 weeks

Red hit (700 ml) – Rs. 199

Black hit (700 ml) – Rs. 199

Red Hit (450 ml) – Rs. 145

Black hit (450 ml) – Rs. 145

PLACE:

 Departmental stores
 Big apple stores

PROMOTION:

 Television ad commercials in peak watching hours

 Visualized print ads
 Posters and banners in departmental stores
 Radio ads

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 POSITIONING OF PEST CONTROL BRANDS

Mortein-
The basic aim of Mortein was to position their brand name in
the consumer’s black box in such a way where they think of
faster, stronger action and thus choose Mortein from other
Brands and also Mortein has communicated the same in their
TVCs as well, thus the positioning of Mortein “Faster,
Stronger and Powerful Trusted Protection”

All Out-
All out has positioned their brand as a high- tech mosquito
repellent which doesn’t need any attention to get rid of
mosquitoes. Mosquitoes can be handles with the help of a
single touch on the switch and the mosquitoes are taken care
of, thus the positioning of All Out “Relief from mosquitoes
effortlessly and painlessly”

Good Knight-
Good Knight has positioned its brand according to its brand
name itself, thus the positioning of Good Knight is “Good and
Sound sleep only with Good Knight”

Hit-
The positioning for hit is thus, “No insect can escape from
Hit”
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 ANALYSIS OF CONSUMER BUYING
BEHAVIOUR

Objective of the Research:

 To understand the buying behaviour of the consumers

 To understand the buying patterns of consumers
 To understand the major factors influencing consumer
behavior

Details of the Research:

 The research was carried out in various places in Delhi

and Gurgaon to understand the buying behaviour
consumers
 The research was completed within 5 days
 The research was done on pest control brands only
 The research is purely qualitative in nature
 The data accumulated is primary in nature

Analysis of the Research:

 Consumers now value sensitive in the case of FMCG

products
 Most consumers who came to purchase goods were either
housewives or working mothers
 Most consumers’ buying behaviour is Routine Response
i.e., buying low involvement frequently purchased low-
cost items; need very little search and decision effort;
purchased almost immediately.

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 Consumers buy various brands in different segments e.g.,
If a consumer wanted mats, she bought Good Knight and
if she wanted coils then she bought Mortein.
 Another important aspect of this research was when many
consumers did Impulse Buying i.e., no conscious
planning
 Few consumers also exhibited Variety Seeking
Behaviour, especially in departmental stores and big
apple stores because there were many other brands of the
same category stocked in the same place
 Safety of the product was a main concern to the consumer
 Appropriate packaging was another key concern for the
consumer
 In the vaporizer segment the key concerns were Easy to
use, Long lasting effect, Odorless and Smokeless
 Consumers were looking for offers with the products e.g.,
30% free, Dettol soap or handwash free, Rs. 18 off
 Consumers also analysed if the product was value for
money or not
 Most consumer gave extreme preference to features of
the product than its brand name
 Income, education and occupation paid a major role in the
decision making of the consumers

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 ANALYSIS OF THE QUESTIONNAIRE

Basic objective:

 To understand the psyche of the consumers

 To evaluate brand recall through various questions

Other Details:

 Questionnaire was carried outside play schools and play

areas
 In apartment complexes
 The questionnaire was distributed to about 35 women
 The research is purely qualitative in nature
 The data accumulated is primary in nature

Sample of the questionnaire:

Q1. Name:

Q2. Sex

 Male

 Female

Q3. Do you use mosquito repellent products?

 Yes

 No

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Q4. How frequently are they added to your shopping list?

 Fortnightly

 Monthly

 Weekly

Q5. Are you involved in decision making process?

 Yes

 No

Q6. What do you prefer?

a) Matt or coil

b) Vaporizer

c) Crèmes

d) Sprays/Aerosols

Q7. Which brand do you prefer the most depending upon the choice you made in Q6?
{More than one option may be chosen}

a) All out

b) Mortein

c) Goodnight

d) Maxo

e) Hit

f) Tortoise

g) Odomos

Q8. How do you get to know about the brand?

a) TV Commercials

b) Newspapers/Magazines

c) Promotional schemes

d) Shelf space

e) Reference group
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Q9. What affects you the most while buying this brand?

a) Price

b) Features

c) Quality

d) Quantity

e) Attractiveness

Q10. What do you think are important in pest control brands? Please rank accordingly

a) Protection from insects

b) Protection from diseases (malaria, dengue etc.,)

c) Long lasting effect

d) Pleasant fragrance

Q11. Where do you buy your pest control brand from?

a) Local kirana shops

b) Big apple shops (Spencer’s, food bazaar, reliance fresh etc.,)

c) Departmental stores

d) Other

Q12. Are you

 Brand loyal

 Tend to switch brands.

Q13. What word comes to your mind when you see these brands?

 Mortein
 Good Knight
 All Out
 Hit
 Odomos

Q14. Which movie star would you identify with the following brands?

 Mortein
 Good Knight
 Hit
 All Out 21 | P a g e
Q15. Have you ever used Mortein?

a) Yes

b) No

Q16. What do you like about Mortein?

a) Long lasting effect

b) Faster and stronger effect

c) Reasonable price

d) Pleasant fragrance

e) Variety available

f) I have stopped using Mortein

(If you have chosen option f in the above question then please do answer the last question)

Q17. Why have you stopped using mortein?

a) You felt the other brands are better

b) You felt the claims of pest control were false

c) Not easily available

d) Foul smell

e) Expensive compared to others

f) Other

Analysis of the Questionnaire:

 More than 90% of the consumers buy their pest control

brand fortnightly

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 Around 60% prefer vaporizers and the rest opt for matt
and coil
 Aerosols are used only for cockroaches
 More than 80% use two different brands at the same time
 Most consumers come to know about the brand by TVCs,
shelf space and/or word of mouth
 Most consumers say that quality of the product plays an
important role in the decision making followed by its
features
 Most consumers feel that protection from insects is
their prime concern followed by protection from
diseases
 More than 70% consumers buy their brands from
departmental stores
 Consumers feel the words that come to their mind when
they see these brands are
o Mortein- Insect-free, Louie, Powerful
o Good Knight- Mats, Good sleep
o All Out- Jumping frog
o Hit- cockroaches, cockroach-free, 6 weeks
o Odomos- Problem free protection, Natural
 Interestingly all of the consumers chose married or old
actresses when asked about a movie star to identify with
the following brands
o Mortein- Juhi Chawla, Hema Malini
o Good Knight- Sonali Bendre, Vidya Balan
o All Out- Rani Mukherji, Madhuri Dixit
o Hit- Smriti Irani, Sridevi
 Most consumers suggested that they like the faster,
stronger effect, long-lasting effect and reasonable
prices of Mortein
 Very few have stopped using Mortein, but those who have
stopped said it was because other better brands were
available

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