MORTEIN VAPORIZER: WHAT LIES BENEATH BRAND POSITIONING?Case Study – Marketing ManagementGroup VII

COMPANY BACKGROUND Mortein was first manufactured as an

insecticidal powder in the 1870s by J Hagemann, a German immigrant to Australia.

Launched in South India in 1993, it took three years for Mortein to complete the national roll-out.

Vaps were launched in 1999 and Rat Kill was added to the stable in 2000.

Mortein’s ventured with mosquito repellent coils its sales grew explosively in the first eight years post-launch about.

Coil contributed 86% net revenue in 2000.

MAJOR PLAYERS IN INDIA Good Knight – Godrej Allout – SC Johnson Mortein – Reckitt Benckiser Maxo – Jyothi Labs

Others: Odomos, Baygon (Now SC), Care Mate, Tortoise.

MOSQUITO REPELLENT MARKET IN INDIA

Certain pockets of India were identified as malaria endemic areas.

Estimated in 2011 that only 16.4 percent of the households in all urban areas and 22.6 percent in the metros used mosquito repellents.

Urban share is 70%. Growth Estimates `39 billion by the end of

2014-15.

Rural areas was even lower at only 6.9 percent which was 30% market only. (Ideally suggested Target Market by us).

DIFFERENT FORMS OF MOSQUITO REPELLENTS USED IN INDIA

Mosquito Repellent Coil

Mat Vaporizer

Liquid Vaporizer

PESTICIDES MARKET IN INDIA Premium and economy products were

differentiated by price and format.

Standard Products – Coils that are lower priced than sprays & vaps.

Godrej offering Good Knight, Jet, Hit, and Banish its market share 30%. GSLL showcased on TV ads nationally.

Ads campaigns were towards protecting family.

PESTICIDES MARKET IN INDIA RB led sales had market shares 24% in 2008.

SC Johnson ranked third in 2008 with 20% share.

Share Market for Vaps Allout – 50% Good Knight - 34% Mortein – 12.5%

PESTICIDES MARKET IN INDIA Some players trying for niche segment by

focusing on the ‘naturalness’

All Out: Products - All Out Fast Action and All Out Giant Jumbo. Used of the jumping frog Transformed mat customers to Vaps by facilitating

exchange. Ads in movies

PESTICIDES MARKET IN INDIA Good Knight: Products - Good Knight Advanced, Good Knight

Naturals, and Good Knight. Non Violence, heart of its brand value Targeted to housewife and her home. Focus was emotions in a family setting. Celebs - Rani Mukherjee and Vidya Balan

  Tortoise Mortein All Out Good Knight

Maxo Odomos

Casper Baygon

Company

Bombay Chemicals

Reckitt Benckiser (RB)

KaramchandAppliances Private Ltd. (KAPL)+ SC Johnson

Godrej Sara Lee Ltd. (GSLL)

Jyothi Labs

Dabur Tainwala Chemicals

Bayer

Products Coils Coil, Mat, Spray, Vaps

Vaps , Spray, Mat

Coil, Spray, lotions

Coils, Vaps, Spray, Aersols

Cream, lotion

Coils & Mats

Spray, Coil, Vaps

Org Type Domestic International

International

International

Domestic

Domestic

Domestic

International

  Tortoise Mortein All Out Good Knight

Maxo Odomos Casper Baygon

Trade Mark

Green Tortoise (Kachhua jalao machchar bhagao)

Louie, an animated character.

Jumping Frog eating mosquitos (Animated)Machharon kaYamraj (the killer of mosquitoes)

Protection for Family, Image of Mother & Child on packaging. Appeal to housewife & female segment.

Red coil “Raat acchi toh din accha”

Play Safe” Kids playing outside bitten by moqitos

Sudarshan (association with powerful weapon) “Macchron ko chutki main masal de”

Killing Cockroaches

Strengths/ Weakness

Low efficacy, inadequate supply, Low bugdet for advertising.

Highly effective and wide range of product offered in each segment

1st to enter in Vaps, aggressive branding (movies, Tv, Radio) Schemes & Offers

Award of most innovative product for liquid vaporizer, innovated 2 coil pack

AAAI Award for the Brand Performance of the year 2002. Strong rural sales network (South)

Outside Protection, Appealing Fragrance, safe on skin than health probs from coils, vaps.

Was endorsed by Hema Mailin, Cheaper than others 

Strong killing ingredients for cockroaches, can be used in hand pumps also.

PRODUCT PORTFOLIO OF MORTEIN

Mortein PowerGard mat - 30 mats lasts a month

Mortein Spray - Mosquitoes & cockroaches Mortein PowerGard Power Booster/ Jumbo/

Max Power coil. Mortein PowerGard Vaporizer -

Relaunched in 2004 accompanied by new and more attractive packaging, new and more effective machines, and new media plans. Combipack, 45 night refill, 60 night refill.

MORTEIN VAPS: FUTURE STRATEGY

Questions Hari was Introspecting. Creation of a unique proposition for his brand? Will ‘Mom and Mortein’ theme work? Is current perception of is negative?

Mortein PowerGard’s three pronged business strategy:

Power Grad had double active content (1.6% TFT as against 0.88%), superior fragrance)

(Power Grad had content display, Metallized, attractive red color, 7x More Powerful)

(frequently giving ads on Radio, TV)

As we understand Hari Panda was struggling to get a place for Mortein in the crowded market of the Goodnight, Maxo,

Allout, etc. He clearly wanted to convey the people where did Mortein’s product fit into their lives with ads, packaging & product

improvements.

NEW MARKETING CAMPAIGN Target Market: Slums & Rural Areas.

Additionally government offices and education institutions schools and colleges

NEW MARKETING CAMPAIGN

Major product sold: Coils (That have ill effects due to smoke released)

Vaporizer: They are more effective and smokeless.

NEW MARKETING CAMPAIGN Product Modification Rural areas uncertainty of electricity issue is resolved

by built in or attached rechargeable batteries to existing Vap Gadget

Electricity cut during the night will still keep the gadget ON.

No other company provides this facility, as frequent electricity cut can be major reason of rural areas not to purchase the electric vaps

NEW MARKETING CAMPAIGN Tie up with Government: Health Campaigns in

Slums & Rural areas. Trust in brand will increase with association with government.

Bhuneshwar by CM Naveen Patnaik - We will eradicate malaria, dengue and diarrhoea

NEW MARKETING CAMPAIGN Tie up with Hospitals: With the help of doctors that

will talk about how to avoid dengue and malaria Mortein can promote its products from trusted Nursing staff as done in Vizag.

NEW MARKETING CAMPAIGN Campaign’s Motto Volunteers with Mortein T-shirts, Mortein Vans that will talk to public and create awareness of “Dengue/Malaria”. Getting right treatment & medication from

government hospitals for existing patients. Distribution at discounted rate under government policy Visiting government offices and education institutions and identifying if awareness is required on basis of environment.

NEW MARKETING CAMPAIGN Return Empty Vaps & Used Mats:

10 empty bottles of refill – Get A New Refill 25 used mats - Get 3 new mats.

Target Market is Housewifes who collect things for exchange offers

NEW MARKETING CAMPAIGN Instead of focusing on All out & Goodnights

share of market who are No 1 & No 2 position. Mortein should give its emphasis to Maxo’s market that is Rural.

It will be easier to penetrate this market by the new Vaps plan and also to compete with Jyothi Labs “Maxo” then the top two Goliath’s.

From the case study (Exhibit 4) the 2013’s coils market of Rs 14,261.5 million can be majorly shifted to Electric insecticides market of Rs 9,465.5 million:

Estimated shift in 6 months 15% = Rs 2139.22 million/half year

Electric Insecticides Market= Rs 9,465.5 + Rs 4278.45 million (annual) = Rs 13,743.95 million (2013-2014)

NEW MARKETING CAMPAIGNYear Amount (Rs

million)2013 9,465.5

 

2014 (Estimated) 13,743.95

Calculations(Present Value – Old value / old value * 100)

= 13,743.95 - 9465.5 / 9465.5 * 100

 =45.20%

Growth rate of Electric Insecticides Market from 2013 to 2014 will be = 45.20%

INFERENCE With this new campaign Mortein will gain trust of

people and will have a new identity as a Social Brand with association of government, schools, hospitals,etc.

It will create awareness in people without doing negative branding about diseases .

It will resolve issue of rural areas and promote its Battery powered Vaps.

It will associate itself with housewifes with Return facility.

It will get more market share of Maxo (Coil) which is a domestic brand.

It will convert the coil customer to Vaps by the entire campaign.

THANK YOUSr No

Group Members Names

Roll No.

1 Vinay Jain 1052 Tushar Bhadalkar 1063 Nishad Vichare 1074 Sarthak Gupta 1085 Nikita Luhadiya 1096 Aditya Jagtap 1107 Ketaki Kawale 111