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MOSQUITO REPELLENT : ALL OUT CASE-STUDY

WHAT IS MOSQUITO REPELLENT?

MOSQUITO REPELLENT USED IN DIFFERENT AREAS

Urban Areas 16.4%

Metros 22.6%

Rural Areas 6.9%

DIFFERENT TECHNOLOGY AND THEIR MARKET SHARE

Karamchand Appliances Private Limited (KAPL) Generic name for Liquid Vaporizers Market leader in the segment with a 69 percent market share in 1999

In 1998, SC Johnson acquired controlling stake in KAPL SC Johnson fully acquires KAPL in 2005 It has had a clear lead over GoodKnight ever since its launch Repositioned from the highly successful frog eating mosquito to a mother ensuring protection from mosquitoes. GoodKnight has overtaken AllOut (July 2011)

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