Case Study Allout
Case Study – All Out Mosquito Repellent
Introduction
Karamachand Appliances Limited (KAPL)’s brand “All Out” is a common name for liquid vaporizers Liquid Mosquito Vaporizers is a INR 4 bn segment in India with “All Out” having 69% Market share in 1999. Converted large no of customers to vaporizer users.
KAPL managed to wrest market share though there was stiff competition from corporate giants like Godrej Sara Lee Ltd (GSLL) and Hindustan Lever Ltd (HLL).
Reasons for Success
Technological Innovations 1st Mover Advantage Aggressive Marketing
Focused on single product
Marketing Mix Analysis
Product First of its kind / new variant Quality / Technologically sound Transition – Cord to plug High quality packaging Price Price was initially high to recover cost of initial investments Flexible pricing
Year
1990 1994 1995 1996 1998 1999 INR 225 INR 135 INR 90
Price
INR 135 (Twin Pack) INR 99 (Deadly offer) INR 27 ( Deadly Exchange Scheme
Marketing Mix Analysis
Promotion Unconventional advertising strategy Hindi Movie Video Cassettes FM Radio Evening News Program & Cricket Commentary Movie Songs and fight sequence on Doordarshan and SitiCable Series of failed ads by agencies followed by cost effective approach by promoters Adapting ideas from parent Japanese company
Marketing Mix Analysis
Promotion Unconventional advertising strategy Hindi Movie Video Cassettes FM Radio Evening News Program & Cricket Commentary Movie Songs and fight sequence on Doordarshan and SitiCable Series of failed ads by agencies followed by cost effective approach by promoters Adapting ideas from parent Japanese company
SWOT Analysis
Strengths Advertising strategy Japanese Wick Technology Hassle Free Lasts Longer Pricing Weakness Harmful effect of chemicals Advertising criticized by the industry Profit through only one product Opportunities Diversification of products
Introduction
Karamachand Appliances Limited (KAPL)’s brand “All Out” is a common name for liquid vaporizers Liquid Mosquito Vaporizers is a INR 4 bn segment in India with “All Out” having 69% Market share in 1999. Converted large no of customers to vaporizer users.
KAPL managed to wrest market share though there was stiff competition from corporate giants like Godrej Sara Lee Ltd (GSLL) and Hindustan Lever Ltd (HLL).
Reasons for Success
Technological Innovations 1st Mover Advantage Aggressive Marketing
Focused on single product
Marketing Mix Analysis
Product First of its kind / new variant Quality / Technologically sound Transition – Cord to plug High quality packaging Price Price was initially high to recover cost of initial investments Flexible pricing
Year
1990 1994 1995 1996 1998 1999 INR 225 INR 135 INR 90
Price
INR 135 (Twin Pack) INR 99 (Deadly offer) INR 27 ( Deadly Exchange Scheme
Marketing Mix Analysis
Promotion Unconventional advertising strategy Hindi Movie Video Cassettes FM Radio Evening News Program & Cricket Commentary Movie Songs and fight sequence on Doordarshan and SitiCable Series of failed ads by agencies followed by cost effective approach by promoters Adapting ideas from parent Japanese company
Marketing Mix Analysis
Promotion Unconventional advertising strategy Hindi Movie Video Cassettes FM Radio Evening News Program & Cricket Commentary Movie Songs and fight sequence on Doordarshan and SitiCable Series of failed ads by agencies followed by cost effective approach by promoters Adapting ideas from parent Japanese company
SWOT Analysis
Strengths Advertising strategy Japanese Wick Technology Hassle Free Lasts Longer Pricing Weakness Harmful effect of chemicals Advertising criticized by the industry Profit through only one product Opportunities Diversification of products