'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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Background Note Contd...

Table I lists some of the more common ones. In spite of the pervasiveness of the mosquito problem, the use of repellants in India is fairly low.

It is estimated that only 16.4% of the households in all urban areas and 22.6% in the metros use mosquito repellants.

The figure for the rural areas is even lower, at only 6.9%. In terms of value, the mat segment was the largest (51%), followed by coils (21%) and vaporizers (7%).

Coils were the first mosquito repellants to be introduced in the Indian market. The first brand of coils was Tortoise, launched by Bombay Chemicals Ltd. (BCL) in the 1970s. Until 1994, Tortoise remained the market leader in its segment, with a 67% market share.

Other significant players emerged over the years, offering products in many segments: Bayer with the brands Baygon Spray, Baygon Power Mats and Baygon Knockout; Balsara Hygiene with a repellant cream, Odomos; and Tainwala Chemicals with the Casper brand of mats and coils. Besides these large players, a number of local brands were also available across the country. In the latter half of the 1990s, the market became much more competitive, with the entry of GSLL , Reckitt & Coleman (R&C, now Reckitt Benckiser) and HLL. GSLL launched an array of brands (all coils) one after the other -Jet Fighter (1997), GoodKnight Jumbo (1999) and GoodKnight Instant, GoodKnight Smokeless and Jet Jumbo (2000).

The company's other brands included Banish (mats), Hit (aerosols), Hit Lines (chalks), Mosfree (lotion) and Hexit (spray). The Jet brand was extended to coils and sprays...

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