A Mosquito Repellent Story from India

ALLOUT Brand Study

"A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product on the market quite like your product."

- Al Ries

The Mosquito Repellent Story

With 255 species of mosquitoes believed to be responsible for spreading diseases like malaria & dengue fever; India has a large

and growing market for mosquito repellents.

Common methods: Creams, Coils, Mats, Sprays, Vaporizers.

Anyhow the use of mosquito repellents in India was fairly low:

About ALLOUT

•The Brand “ALLOUT” was found by Karamchand Appliances Pvt. Ltd ,Delhi (KAPL)

•First manufacturer of Liquid vaporizer with technical expertise from Earth Chemicals Pvt.Ltd ,Japan

• Launched the Brand “ALLOUT” in April 1990 in Mumbai

•Attained 69% Market Share in Liquid Vaporizer segment in 1999. And Attained No.1 position in Liquid Vaporizer Segment.

•The Success of the brand made “ALLOUT” a generic house hold name in Liquid Vaporizer Segement

•KAPL was a single product company where as it’s competitors were multi- national company and was able to with-stand it’s competitor’s high decibel marketing campaigns

Issue

Competitors of ALLOUTs(Indian Context)

Product Category Company Name Brand Name

Coils Bombay Chemicals Ltd. (BCL)

Tortoise

Sprays and Mats Bayer Baygon Spray, Baygon Power Mats Baygon Knockout

Creams Balsara Hygiene Odomos

Mats and Coils Tainwala Chemicals Casper

Coils & Liquid Vaporizer Godrej Sara Lee Ltd. (GSLL)

Jet FighterGoodknight JumboGoodknight InstantGoodknight SmokelessJet JumboGoodnight Activ+

Mats & Coils Reckitt & Coleman (R&C)

MorteinMortein KingMortein Red

•Tortoise ,1970

Mosquito Repellent Product Evolution

•Goodknight Mats

•ALLOUT Liquid Vaporizer

•Liquid Vaporizer•Organic Repellent

Odomos Repellent Cream

ALLOUT Style

•Pioneer Effect: First of its kind product with Smoke Free, no residue, almost odorless

•Ease to use & Long-lasting

•Dependable Japanese Technology

•High quality packing with big branding on it. It was an eye catcher in retail shelves.

•Offbeat advertising: Launched the animated Japanese man eating mosquitoes and later stage showcased electronic vaporizer in animated frog form eating mosquitoes.

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High quality packing with big branding

Electronic vaporizer in animated frog form

Current Story

•Over-hauled the brand in 2011

•Acquired the Brand by SC Johnson in 2005

•In 2011, Godrej’s Goodknight de-throned ALLOUT and became market leader in liquid Vapourizer Segment. *

•In 2012, ALLOUT launched ALLOUT Ultra, Launched a Television Campaign with Sonali Bendra.

*July 2011 market share figures by Nielsen

Reasons for Market Share Fall-out

Launch of superior product Goodknight Advance

•Product of Year – 2009, in Household Insecticide category•Has dual mode, Normal Mode for normal mosquito problem, Activ + Mode for heavy mosquito infestation

Hidden Reason: Fallout of psychological bond with the brand

•Failure of acceptance of the over-hauled brand

Failure of acceptance of the over-hauled brand: The Reasons

•First brand to launch Liquid Vaporizer•2 decades of existence •Tried & tested. It is safe.•Being there through out my childhood

Psychological Outlook

•Is this the same old brand?•Looks like Raid•Should I take this? •It may contain harmful chemicals from Raid product•Is it the original ALLOUT Brand?

Purchase Decision

Good Health

Sound Sleep

Relief from Mosquitoes

Repellent

•Easy to use•Oderless•Smokeless•Long-lasting

Repellent

•Latest in Tech•Value for Money•Consistent

Vaporiser

Purchase Decision

Good Health

Sound Sleep

Relief from Mosquitoes

Repellent Repellent

The over-hauled ALLOUT brand will face mental block in the 1st Step of Decision process.

When it comes FMCGs, A consumer spends less than a minute to make a decision to take a product from retail shelf

A Big confusion

A Bigger confusion

•Which is what? •Is Allout a Raid product•

•Is it Raid , ALLOUT or Baygon?

•Does ALLOUT has Baygon Chemicals?

Brand Insight

•The over-hauled ALLOUT Brand leaves a lot of room for confusion .

•Brings in the imagery Raid & Baygon into the Brand

•Character transformation from mosquito repellent to pesticide/ Insecticide repellent space

The New Plot ( The Killing of the Frog)

The new advertisement showcases a caring mother protecting her children from mosquitoes by using ALLOUT product.

Wit the launch of ad, AllOut too has jumped on the family bandwagon and killed the uniqueness that the frog provided in a cluttered market.

Its latest ad has the same feel and look like other mosquito repellent commercials that revolve around a mom fighting mosquitoes and protecting her kids.

THE BIG QUESTION ?Can a caring mother buy a product which looks similar to Raid. What will be her concerns?

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Click the frame for Video

A shopper’s Dilemma

ALLOUT branded Insecticides with Baygon branding

ALLOUT Mosquito Repellent.

Story of Nirma Beuty Soap ( A Psychology Story)

• Nirma detergent No.1 brand in detergent segment•Launched Nirma beauty soap under the same brand •Lost –out of competition as consumer associated Nirma with cleaning detergent and not as a beauty soap.

Story of Tik 20

• A one of a kind product launched by TATA Rallies for killing of Bed bugs

• Attained a respectable market share and retained No.1 product for bed bugs.

• Tried extending the product to other category like mosquito repellent

• Launched mosquito repellent under same name with same color scheme

• Failed to capture the attention of the consumer. Lost out of competition.

• Both Tik 20 (Bed Bugs & Mosquito solutions) died out.

Solution

•Bring back the old charm

•Bring back the frog campaign to establish that the new ALLOUT is same as the old one.

•Identify better positioning i.e ALLOUT= Complete Mosquito Eradication solution

•Can pull back the market share by launching organic mosquito repellent