Consumer Behavior Analysis of PEST CONTROL BRANDS in INDIA

MORTEIN- Our Client

Made By-

Alekhya Challa

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TOPIC
Pest Control Market in India Mortein- Our Client 4Ps of Mortein 4Ps of Other Competitive Brands Positioning of Pest Control Brands Analysis of Consumer Buying Behaviour Analysis of the Questionnaire

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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 Lotion Aerosol Cans
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9% 11% 10% 20%

50%

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. Casper from Tainwala Personal Care Products

Companys share segment wise

Mosquito coil market:

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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: Morteins 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 neurotoxins 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 Benckisers 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
PRODUCTThere 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 Booster Vaporizer

Refill pack

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AEROSOLS:

All Insect Killers

MATS:

Deep Reach Action Mats

PRICEMortein 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

PLACEThe 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
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 Time to time promotions during diseases like malaria and dengue in news channels etc.,

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 PRICEAlthough 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)
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 Big apple stores (vaporizers, refills and coils) Local Kirana Stores (refills and coils only) 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 PRICEGood 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
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Good Knight silver power mats (30 mats) Rs. 50 Good Knight Naturals Cream Rs. 36 Good Knight Silver Power (with machine) Rs.78 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

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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)

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

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 Posters and banners in departmental stores Radio ads

POSITIONING OF PEST CONTROL BRANDS

MorteinThe basic aim of Mortein was to position their brand name in the consumers 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 OutAll out has positioned their brand as a high- tech mosquito repellent which doesnt 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
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of, thus the positioning of All Out Relief from mosquitoes effortlessly and painlessly

Good KnightGood 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

HitThe positioning for hit is thus, No insect can escape from Hit

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
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 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 are now value sensitive in 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 automatically.

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 at the same place

Safety of the product was a main concern to the consumer Appropriate packaging was another key concern for the consumer

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In the vaporizer segment the key concerns were Easy to use,Long lasting effect, Odourless 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

ANALYSIS OF THE QUESTIONNAIRE

Basic objective: To understand the psyche of the consumers To evaluate brand recall through various questions

Other Details:
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 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) Crmes 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 (Spencers, 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 23 | 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

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o All Out- Rani Mukherji, Madhuri Dixit

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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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