all out a case study of mosquito repellant details started in 1989. factory at place baddi of...

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

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