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A Case Study of Mosquito Repellant

 Advertisement agencies  A)Avenues the first ad agency  B)HTA the second agency hired during Delhi launch.  Product Launched in Mumbai in 1990 (April). .Details  Started in 1989.  Factory at place “Baddi” of Himachal Pradesh.  Packaging Unit installed @ Hyderabad (AP).

KAPL Karamchand Appliances Private Ltd.  Competition : Company GSLL (Godrej Sara Lee Ltd.) Brand GoodKnight GSLL GSLL R & C (Reckitt & Coleman) HLL Others Local JET Banish Mortein Raid ------ .

Market Shares for Coils : Company GSLL GSLL R&C BCL (Bombay Chemicals Ltd.) Brand GoodKnig ht Jet Mortein Tortoise ------- 1998 0 18 30 37 15 100 1999 0 20 33 28 19 100 2000 July 12 17 33 20 18 100 Others Total .

Market Shares for Mats : Company GSLL Brand GoodKnig ht 1998 45 1999 43 2000 July 51 GSLL GSLL Jet Banish Mortein Raid ----- 13 4 9 4 25 18 3 12 7 17 14 2 15 4 14 R&c HLL Others Total 100 100 100 .

Price Cut & Discounts  Bonus pack  Rebates (paying back some amt for encouragement of          Sales Promotion Techniques : use of new product) Coupons Contests Sweepstake Premiums Free in mail premiums Sampling Exchange offers Trade Allowance Continuity Plan . e. Price Deals i.

Prices & Different Schemes .

. Purchasing more than immediate Requirement 1. Repeat Purchase 3. Increasing Category Expansion & Consumption 4.Announcement by Mfgr :  Directed to the Consumers for: Brand Switching 2.

Sales Promotion A)Manufacturers B)Retailers .

What happens with Sales Promotion  Effects on Consumers :  Need Recognition  may get triggered in both  High Involvement  Low Involvement  Effects on Sales:  Brand Switching  Repeat Purchase  Purchase timing .

style. Soap.Stationry Items. Branded Low Priced goods : Bread. Fashion & Service Goods: Clothing. watches.furniture. .kitche n appliances.Confectionaries.How to Define Type of a Product: Convenience Goods Frequently Purchased High Replacement Rate Purchase in small qty Shopping Goods Search Efforts Postponement of purchase Evaluation on the basis of : quality.price & suitability.fancy goods.VCR.Cars. Specialty Goods Once in long time Unusual Shopping Behaviour Brand preference plays dominant role Available @ special Shops: TV.Camera.

Reasons of success  Improvement in Literacy  Health Consciousness  Growing Economical Power .

Type of Product :  Convenience Goods  Shopping Goods  Specialty Goods .

Product Development stages: Market Needs Research Ideas .

Product Development stages: Market Needs Research Ideas .

Product Development stages: Market Needs Research Ideas New/Improved Product Product Development Review .

Product Development stages: Market Needs Research Ideas Product Testing New/Improved Product Product Development Test Marketing Review Marketing Mix .

Product Development stages: Market Needs Research Ideas N A T I O N A l L A U N C h Product Testing New/Improved Product Product Development Test Marketing Review Marketing Mix .

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