Mortein Vaporizer: What lies beneath Brand

PositioningAbhradita Sen 2016191

Aishwarya Usgaonkar 2016194Alankrita Mishra 2016195

Ankit Sen 2016198Joshua Desouza 2016216Shubham Ghosh 2016236

Ishu Verma 2016213

Differentiation factors (Brand Persona)

All Out

• Excitement: Jumping Frog, Fighting Samurai, “Machharon ka Yamraj”• Sophistication: High priced when launched catering to the upper segments• Competence: “MMR”

GoodKnight

• Sincerity: safe, gentle, effective, unobtrusive, protector in complete harmony with housewives.

• Competence: protection against mosquitoes, other brands talked of killing them.• Excitement: 3 pronged strategy identifier – Advanced, Naturals and base range

Mortein

• Ruggedness: 7x powerful (Powerguard), effective against mosquitoes and houseflies.

• Sophistication: New superior fragrance (Mortein PowerGard) • Excitement: Lustrous golden packs with shining arrow enhancing visibility. • Competence: ‘Mom and Mortein’

Brand Architecture of Mortein and Good Knight's mosquito repellent products

Reckitt Benckiser (RB)

(Branded House)

Mortein

GSLL(House of Brands)

GoodKnight BanishHitJet

Parent brand:GoodKnight

Sub-brands:GoodKnight Advanced,GoodKnight Naturals,GoodKnight base range

Flagship Product- Mortein Coil, intends to change it to Vaporizer

Umbrella Brand- Mortein

Product Hierarchy of Mortein Vaporiser (Consumer and Firm Perspective)

Need family-safety from diseases caused by mosquitoes houseflies

Product family-health and hygiene

Product class-InsecticidesProduct line-mosquito

repellentsProduct type-

VapourizerBrand- Mortein

Items

b Core benefit

Basic product

Expected product

Product Mix Strategy

• Product depth of vaporisers including combo packs and refills

• 29% of the mosquito repellent market of Rs 8.25 billion

• High contribution from Coils and vaporisers to the revenue

• High proportion of revenues come from urban markets and low rural penetration

Existing Position Forecasts

• The insecticides market is poised to grow by 18% over the next 6 years

• Electric insecticides projected to grow by 30% from Rs 7.2 billion to 9.4 billion in 2013

• Introduction of low cost, battery operated vaporizers targeting the rural market as a part of down market line stretch.

• Continuous focus on the electric insecticides. However, continuously monitor the high revenue generating product, i.e. coils

Strategies

Insect Repellents

Vaporizers

Powergard

vaporizers

Coils

Powergard Power Booster

Powergard power jombo

Powergard Max Power

Mats

Powergard Mat

Aerosols and Sprays

Target Spray

All Insect Killers

Cockroach killer

Thank You