'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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"It is one of the contenders to become the Hindustan Lever Ltd. (HLL) of the next century."

- Shunu Sen, Marketing Expert & CEO, Quadra Advisory, commenting on Karamchand Appliances Pvt. Ltd., in 2000.

Making Waves

Karamchand Appliances Private Limited (KAPL) is perhaps not a familiar name for the average Indian consumer. However, KAPL's brand 'All Out'is very well-known.

In fact, the name All Out is almost a generic name for Liquid Vaporizers (vaporizers), a segment of the Rs 4 billion1 (in 1999) mosquito repellant industry in India. KAPL was almost solely responsible for creating this segment.

Within a decade of its launch, All Out had converted a large number of customers into vaporizer users, and had also established itself as the market leader in the segment, with a 69 percent market share in 1999.

The success of KAPL is particularly noteworthy, considering the fact that it was a small family-owned company that managed to wrest market share from corporate giants such as Godrej Sara Lee Ltd. (GSLL) and Hindustan Lever Ltd. (HLL) with strong, established brands such as GoodKnight, Jet, Tortoise, Baygon and Mortein, amidst stiff competition.

Background Note

With over 255 species of mosquitoes - believed to be responsible for spreading diseases such as malaria and dengue fever - (see Exhibit I) India has a large and growing market for mosquito repellants. Many methods are used in households for dealing with the mosquito menace.

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1] 1999 figures. In October 2002, Rs 48 equaled 1 US $.

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