A Mosquito Repellent Story
ALLOUT Brand Study
"A successful branding program is based on the concept of
singularity. It creates in the mind of the prospect the perception
that there is no product on the market quite like your product."
- Al Ries
The Mosquito Repellent Story
With 255 species of mosquitoes believed to be responsible for
spreading diseases like malaria & dengue fever; India has a large and
growing market for mosquito repellents.
Common methods: Creams, Coils, Mats, Sprays, Vaporizers.
Anyhow the use of mosquito repellents in India was fairly low:
•The Brand “ALLOUT” was found by Karamchand Appliances Pvt. Ltd ,Delhi (KAPL)
•First manufacturer of Liquid vaporizer with technical expertise from Earth Chemicals Pvt.Ltd
• Launched the Brand “ALLOUT” in April 1990 in Mumbai
•Attained 69% Market Share in Liquid Vaporizer segment in 1999. And Attained No.1 position
in Liquid Vaporizer Segment.
•The Success of the brand made “ALLOUT” a generic house hold name in Liquid Vaporizer
•KAPL was a single product company where as it’s competitors were multi- national company
and was able to with-stand it’s competitor’s high decibel marketing campaigns
Competitors of ALLOUTs(Indian Context)
Product Category Company Name Brand Name
Coils Bombay Chemicals Ltd.
Sprays and Mats Bayer Baygon Spray,
Baygon Power Mats
Creams Balsara Hygiene Odomos
Mats and Coils Tainwala Chemicals Casper
Coils & Liquid Vaporizer Godrej Sara Lee Ltd.
Mats & Coils Reckitt & Coleman
•Pioneer Effect: First of its kind product with Smoke Free, no residue, almost
•Ease to use & Long-lasting
•Dependable Japanese Technology
•High quality packing with big branding on it. It was an eye catcher in retail
•Offbeat advertising: Launched the animated Japanese man eating
mosquitoes and later stage showcased electronic vaporizer in animated frog
form eating mosquitoes.
High quality packing
with big branding
Electronic vaporizer in
animated frog form
•Over-hauled the brand in 2011
•Acquired the Brand by SC Johnson in 2005
•In 2011, Godrej’s Goodknight de-throned ALLOUT and became market leader in
liquid Vapourizer Segment. *
•In 2012, ALLOUT launched ALLOUT Ultra, Launched a Television Campaign with
*July 2011 market share figures by Nielsen
Reasons for Market Share Fall-out
Launch of superior product Goodknight Advance
•Product of Year – 2009, in Household Insecticide category
•Has dual mode, Normal Mode for normal mosquito problem, Activ + Mode
for heavy mosquito infestation
Hidden Reason: Fallout of psychological bond with the brand
•Failure of acceptance of the over-hauled brand
Failure of acceptance of the over-hauled brand:
•First brand to launch Liquid
•2 decades of existence
•Tried & tested. It is safe.
•Being there through out my
•Is this the same old brand?
•Looks like Raid
•Should I take this?
•It may contain harmful chemicals from Ra
•Is it the original ALLOUT Brand?
•Easy to use
•Latest in Tech
The over-hauled ALLOUT brand will face mental block in
Step of Decision process.
When it comes FMCGs, A consumer spends less than a minute to
make a decision to take a product from retail shelf
A Big confusion
A Bigger confusion
•Which is what?
•Is Allout a Raid product
•Is it Raid , ALLOUT or Baygon?
•Does ALLOUT has Baygon Chemicals?
•The over-hauled ALLOUT Brand leaves a lot of room for confusion .
•Brings in the imagery Raid & Baygon into the Brand
•Character transformation from mosquito repellent to pesticide/ Insecticide repellent spa
The New Plot ( The Killing of the Frog)
The new advertisement showcases a caring mother protecting
her children from mosquitoes by using ALLOUT product.
Wit the launch of ad, AllOut too has jumped on the family
bandwagon and killed the uniqueness that the frog provided
in a cluttered market.
Its latest ad has the same feel and look like other mosquito
repellent commercials that revolve around a mom fighting
mosquitoes and protecting her kids.
THE BIG QUESTION ?Can a caring mother buy a product which looks
similar to Raid. What will be her concerns?
A shopper’s Dilemma
Insecticides with Baygon
Story of Nirma Beuty Soap ( A Psychology Story)
• Nirma detergent No.1 brand in detergent segment
•Launched Nirma beauty soap under the same brand
•Lost –out of competition as consumer associated Nirma with cleaning
detergent and not as a beauty soap.
Story of Tik 20
• A one of a kind product launched by TATA Rallies
for killing of Bed bugs
• Attained a respectable market share and retained
No.1 product for bed bugs.
• Tried extending the product to other category like
• Launched mosquito repellent under same name
with same color scheme
• Failed to capture the attention of the consumer.
Lost out of competition.
• Both Tik 20 (Bed Bugs & Mosquito solutions) died out.
•Bring back the old charm
•Bring back the frog campaign to establish that the new ALLOUT is same
as the old one.
•Identify better positioning i.e ALLOUT= Complete Mosquito Eradication
•Can pull back the market share by launching organic mosquito repellent