Brand Revamp
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8/8/2019 Brand Revamp
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Brand Revamp
Anubhav Karmakar (011)Aru Srivastava(014)
Shivam Dwivedi (070)Saurabh Chandra (066)
Snehil Pansari (087)Titas Banerjee (083)
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Mosquito Repellent Market
• Placed at Rs 8.25 billion
• Large and growing market for
mosquito repellants• Use of repellants in India is fairly
low
– 22.6% in the metros
– 16.4% urban areas
– 6.9% in rural areas
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Product Categories
• mats 10%
• coils 50%
• vaporizers 20%
• aerosols and cream 5%
• Towards 2014-15, it is projected to grow
to a sizable Rs 39 billion market.
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Product Life Cycle
CoilsVap
Creams
MatsS a le s
Time
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• In 1998 , SC Johnson acquiredcontrolling stake in KaramchandAppliances
• Slogan " Macharoen ka Yamraj “
• MMR to differentiate itself
•
Ad claiming Extra MMR highlycriticized
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Revamping Strategy
High
Low
HighLow
S id e Eff e c t s
Efficacy
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Extra MMR
AggressiveMarketing
Premium Pricing
Low Side effects
Competitive
Pricing
High on
Innovation
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New Product Range
Price: Rs. 70-80AA Battery Operated30 days X 8 hrs. of
life
Battery Operated
Repellant
Incensed Repellant
Sticks
10 pieces of sticks perpack
Coils
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Positioning
• Urban Markets – Vaporisers, Coils ,
•
Semi- Urban- Vaporiser, Coils,Incense Sticks
•
Rural Market - Mini Coils, IncenseSticks
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Sales Promotion
•Sponsoring of Pest control drives bythe government during ra
season
•Giving free incensed sticks with every
vaporizer pack purchased
• 60 + 15 nights extra.
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Advertising Strategy
• Advertisement in IPL on third umpire screen.
• Small tickers in reality shows and their videodownloads.
• Ads showing environment friendliness of the product.
• Television ads of incensed sticks on national
channels and radio.
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Point of PurchaseAds
Coils
IncenseSticks
Vapourizers
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Associations
• Indian Pest Control Association, IPCA
• Premier association of professional pestmanagement
•
Founded in 1967• Closely associated with Government
Departments and Municipal Corporations inpolicy-making, preparation of standards, helping
in introduction of effective and environmentallysafe pesticides, licensing methods, etc.
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Public Relations
• Reach out to NGOs, MunicipalAuthorities and the public at large, toconduct co-coordinated campaigns in
various cities for public health pestssuch as mosquitoes & rats.
• During outbreaks of various vector-borne diseases