23-06-2012, 05:05 PM
MARKETING MOSQUITO REPELLENT
MARKETING MOSQUITO.ppt (Size: 605 KB / Downloads: 56)
Indian market profile:
With 255 species of mosquitoes believed to be responsible for spreading diseases like malaria & dengue fever; India has a large and growing market for mosquito repellents.
Common methods: traditional methods, Creams, Coils, Mats, Sprays, Vaporizers.
Anyhow the use of mosquito repellents in India was fairly low:
Points to be noticed in the data given in the tables:
The new entrants like GSLL and R&C , with the strategy of heavy advertising and aggressive sales promotion emerged as market leaders in mat segment very soon after entering the market.
But the point to be noted here is that while other companies concentrated on the coils and mat markets, KAPL was focused on the promotion of vaporizers.
By mid 1990’s, vaporizers attained a market share of 5% dominated by KAPL whose sales reached Rs.153 mn. GSLL couldn't ignore this and launched GoodKnight vaporizer in 1996-97.
GoodKnight soon acquired a 40% market but this did not affect the sales of KAPL because instead of eating up ‘All Out’s’ sales ended up expanding the vaporizer market.
But GoodKnight couldn't sustain its success and by 1999, the brand’s market share went down to 21%- a major portion of the 19% taken up by All Out.
Pricing:
High price to cover the cost of expensive components purchased from Matsushita Electronics.
Later reacting to market sentiments the price was reduced by increasing the in house manufacturing of components.
All Out’s pricing and sales promotional Offers:
Pricing by the competitors:
GSLL while struggling to maintain its MS launched a 60-night refill pack priced at Rs.63.(against All Out’s 45-night pack at Rs.54).
GSLL had to support this new scheme using promotions.
GSLL MS decreased by 9.3% after KAPL’s ‘Deadly Exchange Scheme’. Further reduction of price by GSLL had little effect on its decreasing sales.