all out a case study of mosquito repellant details started in 1989. factory at place baddi of...
TRANSCRIPT
ALL OUT
A Case Study of
Mosquito Repellant
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 agencyB)HTA the second agency hired during Delhi
launch.
KAPL Karamchand Appliances Private Ltd.Competition :
Company Brand
GSLL (Godrej Sara Lee Ltd.) GoodKnight
GSLL JET
GSLL Banish
R & C (Reckitt & Coleman) Mortein
HLL Raid
Others Local ------
Market Shares for Coils :
Company Brand 1998 1999 2000 July
GSLL GoodKnight
0 0 12
GSLL Jet 18 20 17
R&C Mortein 30 33 33
BCL (Bombay Chemicals Ltd.)
Tortoise 37 28 20
Others ------- 15 19 18
Total 100 100 100
Market Shares for Mats :
Company Brand 1998 1999 2000 July
GSLL GoodKnight
45 43 51
GSLL Jet 13 18 14
GSLL Banish 4 3 2
R & c Mortein 9 12 15
HLL Raid 4 7 4
Others ----- 25 17 14
Total 100 100 100
Sales Promotion Techniques :Price Deals i. e. Price Cut & DiscountsBonus packRebates (paying back some amt for encouragement of
use of new product)CouponsContestsSweepstakePremiumsFree in mail premiumsSamplingExchange offersTrade AllowanceContinuity Plan
Prices & Different Schemes
Announcement by Mfgr :Directed to the Consumers for:
1.Brand Switching
2.Repeat Purchase
3. Increasing Category Expansion & Consumption
4.Purchasing more than immediate Requirement
A)Manufacturers
B)Retailers
Sales Promotion
What happens with Sales PromotionEffects on Consumers :
Need Recognition may get triggered in bothHigh InvolvementLow InvolvementEffects on Sales:Brand SwitchingRepeat PurchasePurchase timing
How to Define Type of a Product:Convenience Goods Shopping Goods Specialty Goods
Frequently Purchased Search Efforts Once in long time
High Replacement Rate
Postponement of purchase
Unusual Shopping Behaviour
Purchase in small qty Evaluation on the basis of : quality,style,price & suitability.
Brand preference plays dominant role
Branded Low Priced goods :Bread,Confectionaries,Soap,Stationry Items.
Fashion & Service Goods:Clothing,furniture,kitchen appliances,
Available @ special Shops:TV,Camera,VCR,Cars,watches,fancy goods.
Reasons of successImprovement in LiteracyHealth ConsciousnessGrowing Economical Power
Type of Product :Convenience GoodsShopping GoodsSpecialty Goods
Product Development stages:
Market Needs
Research Ideas
Product Development stages:
Market Needs
Research Ideas
Product Development stages:
Market Needs
Research Ideas
New/Improved Product
ReviewProduct
Development
Product Development stages:
Market Needs
Research Ideas
New/Improved Product
ReviewProduct
DevelopmentMarketing
Mix
Test Marketing
Product Testing
Product Development stages:
Market Needs
Research Ideas
New/Improved Product
ReviewProduct
DevelopmentMarketing
Mix
Test Marketing
Product Testing
NATIONAl LAUNCh