PRODUCT LAUNCH – “K!LL” MARKETING PROJECT
Jul 13, 2015
PRODUCT LAUNCH – “K!LL”
MARKETING PROJECT
Agenda Market AnalysisCompetitor Analysis
Consumer Behavior
Product Strategy IMC Strategy Road Ahead
Market Overview Market Size and Growth
Growth Drivers Market Segments
0
5
10
15
20
25
30
35
2010 2011 2012 2013
• Growing incidence of mosquito borne diseases1
• Increasing health consciousness2
• Rising awareness and literacy levels3
• Low Penetration levels and cost effectiveness.
4
Mosquito Repellent Market
Coils Vaporizers MatsAerosols
and Creams
Current Trends
Change in Consumer
Preferences
Conducting Awareness
Program
Shift of Production
FocusSource : http://www.researchandmarkets.com/reports/1843515/mosquito_repellent_market_in_india_2013
5625
136
Industry Size = $ 30 billion
Coils
Vaporizer
Mats
Aerosols andCreams
Growth Rate = 13%
Rural and Urban Penetration - Overall
80
17
0
20
40
60
80
100
Urban Rural
Overall Penetration – 28% (90% in China and 80% in Bangladesh)
Key Challenges
Health HazardsPoor response
from Rural areas
Company/Product Coils Vaporizer Mats Aerosols Creams
Bombay ChemicalsLtd.
Tortoise
Bayer Baygon Baygon
Balsara Hygiene Odomos(Market Leader)
TainwalaChemicals
Casper Casper
Godrej Sara Lee Ltd.
Jet and Good Knight
Good Knight (Market Leader)
Good Knight (Market Leader)
Good Knight (Market Leader)
Good Knight Naturals
Reckitt & Benckiser
Mortein(Market Leader)
Mortein
SC Johnson All Out
Vaporizer Urban – 36%
Rural – 4%
Source: IMRB Household Panel,September 2008
Agenda Market AnalysisCompetitor Analysis
Consumer Behavior
Product Strategy IMC Strategy Road Ahead
32.50%
24.60%
18.90%
24% Godrej Sara LeeLtd
Reckitt Benckiser
SC Johnson
Other Players
Market Shares – Dominant Players
Source: Nielsen, November 2008
Market Shares – Vaporizers
43%
42%
15%
Good Knight
All Out
Others
Source : http://timesofindia.indiatimes.com/business/india-business/GoodKnight-takes-the-bite-out-of-AllOut/articleshow/9876810.cms
Indirect Competitors (Substitute)
Mats
Coils
Nets
Creams
Aerosols/Sprays
Competitors – S&W
Good Knight
• Strengths : Presence in all segments
• Weakness : Limited penetration in rural market.
All Out
• Strengths: Japanese technology, Pricing
• Weakness : Major profits only through 1 product.
Agenda Market AnalysisCompetitor Analysis
Consumer Behavior
Product Strategy IMC Strategy Road Ahead
Agenda Market AnalysisCompetitor Analysis
Consumer Behavior
Product Strategy IMC Strategy Road Ahead
Chatur Chachi
Age-35-50Income- Middle and lower middleMindset- Family First, Slightly Conservative, price sensitive.Needs- Economical and minimum chemical product.Views- Authentic product that is effective, fits within the budget and lasts long.
The Ad Mads
Age- 20-40Income: Middle and upper middle.Mindset: Modern and ready to try new products, going with the trend, influenced by advertisingNeeds: Trendy product.Views: Latest technological product offering maximum effectiveness.
The Indifferent
Age- 16-30
Occupation- Students/ Graduates
Mindset – Carefree and modern
Needs: Prevention from mosquitoes
Views: They do not care about the brand they use as long as they are getting protection against mosquitoes.
Most Important Attribute : Prevention from mosquitoes
Target Status : Target Status : Target Status :
Most Important Attribute : Trendy Product
Most Important Attribute : Price
Agenda Market AnalysisCompetitor Analysis
Consumer Behavior
Marketing Mix IMC Strategy Road Ahead
TARGET MARKET : THE HOUSEWIFE
As a nurturer and comforter of the family, our marketing efforts will betargeted at the housewife.
AGE : 25-50 yearsINCOME : Lower to upper middleMINDSETS : Nurturer, conservative and economical. HABITS : Television savvy and watch a lot of daily soaps. She is also brand loyal – If satisfied makes a lot of repeat purchases.NEEDS : A safe product for the entire family which lasts long.VIEWS : Family comes first, and there is one product which fits the budget.
Agenda Market AnalysisCompetitor Analysis
Consumer Behavior
Product Strategy IMC Strategy Road Ahead
PRODUCT
• Automatic Sensors
• Different Fragrances –Fresh mint, rose, lavender• 9 minute Challenge – Kills 98.5% mosquitoes in 9 minutes
Hygienic and safe environment
Vaporizer (machine and liquid)
Effectively protects from mosquitoes and is safe and convenient
to useAutomatic Sensors,
fragrances, 9 minute challenge
Green Vaporizers
Urban Indian consumers are used to liquid
vaporisers that take about 25 minutes to get
into action mode. Source : Business Standard
article (Feb 2014)
PRICE• Captive Product Pricing
• Plug + Refill – Rs. 59
• Refill (60 and 90 nights) –Rs. 79 and 99 respectively.
PLACE• 2 Channel – Wholesaler –Retailers :
• Supermarket/ Hypermarket• Mom and Pop• Internet• Departmental/ Convenience Stores
PROMOTION
• Advertising
• Campaigns, events, etc.
• Season specific sales promotion
• Social Media
Efficacy –All Out – 95.10%Good Knight – 92.70%Source -http://consumeraffairs.nic.in/consumer/writereaddata/mosquito-12.pdf
K!LL becomes effective in 9
minutes!
Agenda Market AnalysisCompetitor Analysis
Consumer Behavior
Product Strategy IMC Strategy Road Ahead
Every other brand talks of killing mosquitoes; Good Knight feels it simply needs to state that it protects against them.
Looks modern
Visually superior, highly differentiated
Brand Promise of 'protecting happy moments' and its commitment to
product innovation.
“Maccharon Ka Yamraaj”
“Maccharon PeVaar, SurakshitAapka Parivaar”
Mind-boggling efficiency metric: Mosquito Mortality Rate.
All Out claimed that it has extra MMR than the rest of the competition.Advertisements would appear before song, dance, and fight sequences in the movie
All Out SOV – 31% Good Knight – 5%In 2000
How do All out and Good Knight communicate value?
Launched in 2008
Classic 1990s brand?
Agenda Market AnalysisCompetitor Analysis
Consumer Behavior
Marketing Mix IMC Strategy Road Ahead
Launch a massive exchange scheme.Timeline – Start in the month of August and conclude on August 20 (World Mosquito Day)
This would be done upon advent of monsoons (when there is maximum usage of repellents)
Promotion Strategies
Sales Promotion : Machhar Mukt Bharat
Advertising : We want to achieve two fold benefits from advertising :
• Inform and • Induce
Events :
Since our consumer behavior analysis shows that our target market is television savvy and gets induced by advertisements to buy/try new products, we will use advertising channels to communicate.
Conducting awareness campaigns in congested areas of metro cities. Demonstration Campaigns in metro cities showcasing 9 minute challenge!
Campaigns will be organized by third party event management companies.
Communicate through various social medias our value proposition time and again!
Agenda Market AnalysisCompetitor Analysis
Consumer Behavior
Marketing Mix IMC Strategy Road Ahead
Value Proposition : Trendy and innovative product
Value Proposition : Indirect Cost savings in terms of reduced electricity consumption
Kills 98.5% mosquitoes in 9 minutes.
Brand Promise
What will we communicate through our IMC strategy ?
We care for your smiles Brand Value
Agenda Market AnalysisCompetitor Analysis
Consumer Behavior
Marketing Mix IMC Strategy Road Ahead
National Sample Survey Office on drinking water, sanitation, hygiene and housing conditions in India revealed :
• There has been an improvement in the living conditions of a vast majority of people in rural areas • 80 per cent of rural households had electricity for domestic use.• The prosperity in India is growing as incomes are increasing in India by 15.6%
Amidst such trends and low penetration of vaporizers we want to target the large untapped rural market.
We want to target the lower income segment group which upon increase in incomes will come in the upper income group and will be able to afford our product