Brand Revamp

Anubhav Karmakar (011)

Aru Srivastava(014)
Shivam Dwivedi (070)
Saurabh Chandra (066)
Snehil Pansari (087)
Titas Banerjee (083)
 Mosquito Repellent
Market
• Placed at Rs 8.25 billion
• Large and growing market for
mosquito repellants
• Use of repellants in India is fairly
low
– 22.6% in the metros
– 16.4% urban areas
– 6.9% in rural areas
 Market Analysis
• Reckitt Benckiser with its Mortein
• Jyothi Laboratories with Maxo
• Godrej Sara Lee with Good Night
• Karamchand Appliances with its All
Out.
• Balsara Hygiene with Odomos,
• Bayer with the brands Baygon
• Tainwala Chemicals with the Casper
 Competition
• Mortein has 29% of the market

• Maxo with 22%

• Good Night with 20%

 Product Categories
• mats 10%
• coils 50%
• vaporizers 20%
• aerosols and cream 5%

• Towards 2014-15, it is projected to grow

to a sizable Rs 39 billion market.
 Product Life Cycle
Sales

Vap
Coils
Mats

Creams

Time
• In 1998 , SC Johnson acquired
controlling stake in Karamchand
Appliances
• Slogan " Macharoen ka Yamraj “
• MMR to differentiate itself
• Ad claiming Extra MMR highly
criticized
 Revamping Strategy
Efficacy
Low High

High
Side Effects

Low
 Extra MMR Low Side effects

Aggressive Competitive
Marketing Pricing

Premium Pricing High on

Innovation
 New Product Range
Battery Operated Incensed Repellant
Repellant Sticks

Coils
Price: Rs. 70-80
AA Battery Operated 10 pieces of sticks per
30 days X 8 hrs. of pack
life
 Positioning
• Urban Markets – Vaporisers, Coils ,

• Semi- Urban- Vaporiser, Coils,

Incense Sticks

• Rural Market - Mini Coils, Incense

Sticks
 Sales Promotion

•Sponsoring of Pest control drives by

the government during rainy
season

•Giving free incensed sticks with every

vaporizer pack purchased

• 60 + 15 nights extra.
 Advertising Strategy
• Advertisement in IPL on third umpire screen.

• Small tickers in reality shows and their video

downloads.

• Ads showing environment friendliness of the product.

• Television ads of incensed sticks on national

channels and radio.
 Vapourizers
Point of
Purchase
Coils
Ads
Incense
Sticks
 Associations
• Indian Pest Control Association, IPCA
• Premier association of professional pest
management
• Founded in 1967
• Closely associated with Government
Departments and Municipal Corporations in
policy-making, preparation of standards, helping
in introduction of effective and environmentally
safe pesticides, licensing methods, etc.
 Public Relations
• Reach out to NGOs, Municipal
Authorities and the public at large, to
conduct co-coordinated campaigns in
various cities for public health pests
such as mosquitoes & rats.

• During outbreaks of various vector-

borne diseases