K!LL
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The document outlines a marketing project for a new mosquito repellent product called "K!LL". It analyzes the market size and growth trends, key competitors and their market shares. It identifies the target consumer segments and their characteristics. The marketing mix of product, price, place and promotion strategies are proposed, including advertising, sales promotions and events. The integrated marketing communications strategy aims to communicate the product's value of killing 98.5% mosquitoes within 9 minutes to care for consumers' smiles. The large untapped rural market is identified as a future target.
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K!LL
- 1. PRODUCT LAUNCH – “K!LL” MARKETING PROJECT
- 2. Agenda Market Analysis Competitor Analysis Consumer Behavior Product Strategy IMC Strategy Road Ahead Market Overview Market Size and Growth 35 30 25 20 15 10 5 0 2010 2011 2012 2013 13 6 25 56 Industry Size = $ 30 billion Coils Vaporizer Mats Aerosols and Creams Growth Drivers Market Segments • Growing incidence of mosquito borne 1 diseases 2 • Increasing health consciousness 3 • Rising awareness and literacy levels • Low Penetration levels and cost effectiveness. 4 Mosquito Repellent Market Coils Vaporizers Mats Aerosols and Creams Current Trends Change in Consumer Preferences Conducting Awareness Program Shift of Production Focus Source : http://www.researchandmarkets.com/reports/1843515/mosquito_repellent_market_in_india_2013 Growth Rate = 13%
- 3. Agenda Market Analysis Competitor Analysis Consumer Behavior Rural and Urban Penetration - Overall 80 17 100 80 60 40 20 0 Vaporizer Urban – 36% Rural – 4% Urban Rural Key Challenges Health Hazards Poor response from Rural Overall Penetration – 28% (90% in China and 80% in Bangladesh) areas Source: IMRB Household Panel, September 2008 Company/Product Coils Vaporizer Mats Aerosols Creams Bombay Chemicals Ltd. Tortoise Bayer Baygon Baygon Balsara Hygiene Odomos (Market Leader) Tainwala Chemicals 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 Product Strategy IMC Strategy Road Ahead
- 4. Market Shares – Dominant Players 24% Godrej Sara Lee 32.50% 24.60% 18.90% Ltd Reckitt Benckiser SC Johnson Other Players Source: Nielsen, November 2008 Market Shares – Vaporizers 43% 15% 42% 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 Analysis Competitor Analysis Consumer Behavior Product Strategy IMC Strategy Road Ahead
- 5. Agenda Market Analysis Competitor Analysis Consumer Behavior Product Strategy IMC Strategy Road Ahead Chatur Chachi Age-35-50 Income- Middle and lower middle Mindset- 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- 20-40 Income: Middle and upper middle. Mindset: Modern and ready to try new products, going with the trend, influenced by advertising Needs: 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 Most Important Attribute : Trendy Product Most Important Attribute : Price Target Status : Target Status : Target Status :
- 6. Agenda Market Analysis Competitor 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 be targeted at the housewife. AGE : 25-50 years INCOME : Lower to upper middle MINDSETS : 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.
- 7. Agenda Market Analysis Competitor 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 Vaporizer (machine and liquid) Hygienic and safe environment Effectively protects from mosquitoes and is safe and convenient to use Automatic 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/w ritereaddata/mosquito-12.pdf K!LL becomes effective in 9 minutes!
- 8. Agenda Market Analysis Competitor Analysis Consumer Behavior Product Strategy IMC Strategy Road Ahead Looks modern Visually superior, highly differentiated Every other brand talks of killing mosquitoes; Good Knight feels it simply needs to state that it protects against them. Brand Promise of 'protecting happy moments' and its commitment to product innovation. How do All out and Good Knight communicate value? “Maccharon Ka Yamraaj” “Maccharon Pe Vaar, Surakshit Aapka 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 Launched in 2008 Classic 1990s brand?
- 9. Agenda Market Analysis Competitor Analysis Consumer Behavior Marketing Mix IMC Strategy Road Ahead Advertising : We want to achieve two fold benefits from advertising : • Inform and • Induce Promotion Strategies Sales Promotion : Machhar Mukt Bharat 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) 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. Events : 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!
- 10. Agenda Market Analysis Competitor Analysis Consumer Behavior Marketing Mix IMC Strategy Road Ahead What will we communicate through our IMC strategy ? We care for your smiles Brand 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 Value
- 11. Agenda Market Analysis Competitor 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
Editor's Notes
- Indirect cost savings in terms of less electricity consumption.
- Launch a massive exchange scheme where the consumers could exchange their mat machines and buy our vaporizers at a discount. This exchange program will help the brand to penetrate into the mat segment.