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Comprehensive Case Study of Mosquito Repellent: Strategies and Market Evolution Since 1989

This case study delves into the evolution of a mosquito repellent product launched by KAPL in India. Initiated in 1989, with a factory in Baddi, Himachal Pradesh, and a packaging unit in Hyderabad, the product made its debut in Mumbai in April 1990. Highlighting promotional strategies, the study analyzes the use of different advertisement agencies and various sales promotion techniques, such as pricing deals, rebates, and contests. It explores consumer behavior and the impact of increased literacy and health consciousness on product success, categorizing the repellent as a convenience good with insights into its market development and strategies.

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Comprehensive Case Study of Mosquito Repellent: Strategies and Market Evolution Since 1989

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Presentation Transcript

  1. ALL OUT A Case Study of Mosquito Repellant

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

  3. KAPL Karamchand Appliances Private Ltd. • Competition :

  4. Market Shares for Coils :

  5. Market Shares for Mats :

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

  7. Prices & Different Schemes

  8. Announcement by Mfgr : • Directed to the Consumers for: • Brand Switching • Repeat Purchase • Increasing Category Expansion & Consumption • Purchasing more than immediate Requirement

  9. Sales Promotion A)Manufacturers B)Retailers

  10. 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

  11. How to Define Type of a Product:

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

  13. Type of Product : • Convenience Goods • Shopping Goods • Specialty Goods

  14. Product Development stages: Market Needs Ideas Research

  15. Product Development stages: Market Needs Ideas Research

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

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

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

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