'All Out' - Marketing a Mosquito Repellant

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Case Details:

Case Code : MKTG060
Case Length : 9 Pages
Period : 1989-2003
Pub Date : 2003
Teaching Note : Available
Organization : Karamchand Appliances Private Limited
Industry : Home Appliances
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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The Growth of All Out

The Arya brothers belonged to a Maharashtra-based family that was involved in the business of importing books.

Reluctant to join the family business, the brothers shifted to Rajkot, Gujarat and joined a relative in making diesel engines for agricultural purposes. Before long, they became interested in the fast moving consumer goods business.

Impressed by the success of a small mosquito repellant company in Rajkot, the brothers decided to venture into the business and set up KAPL.

KAPL decided to get the technology they needed to enter the market from Japanese manufacturers. Their decision was prompted by the fact that most of the modern mosquito repellants were developed in Japan...

What Lies Ahead

According to industry reports, the Indian mosquito repellant market was expected to grow rapidly in the early 21st century. Analysts said that with improvement in literacy and health consciousness in rural areas, the use of mosquito repellants was expected to increase substantially in these areas.

As the per capita usage of repellants was very low in the country, there was considerable scope for the market to expand. However, increasing concern over the harmful effects of the chemicals in mosquito repellants on the health of human beings was expected to be hamper growth...


Exhibit I: The Mosquito Menace

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