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Brand Revamp

Anubhav Karmakar (011)Aru Srivastava(014)

Shivam Dwivedi (070)Saurabh Chandra (066)

Snehil Pansari (087)Titas Banerjee (083)

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Mosquito Repellent Market 

• Placed at Rs 8.25 billion

• Large and growing market for 

mosquito repellants• Use of repellants in India is fairly 

low

– 22.6% in the metros

– 16.4%  urban areas

– 6.9% in rural areas

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Product Categories

• mats 10%

• coils 50%

• vaporizers 20%

• aerosols and cream 5%

• Towards 2014-15, it is projected to grow

to a sizable Rs 39 billion market.

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Product Life Cycle

CoilsVap

Creams

MatsS a le s 

Time

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• In 1998 , SC Johnson acquiredcontrolling stake in KaramchandAppliances

• Slogan " Macharoen ka Yamraj “

• MMR to differentiate itself 

•

Ad claiming Extra MMR highlycriticized

 

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Revamping Strategy

High

Low

HighLow

S id e  Eff e c t s 

Efficacy

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Extra MMR

AggressiveMarketing

Premium Pricing

Low Side effects

Competitive

Pricing

High on

Innovation

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New Product Range

Price: Rs. 70-80AA Battery Operated30 days X 8 hrs. of 

life

Battery Operated

Repellant

Incensed Repellant

Sticks

10 pieces of sticks perpack

Coils

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Positioning

• Urban Markets – Vaporisers, Coils ,

•

Semi- Urban- Vaporiser, Coils,Incense Sticks

•

Rural Market - Mini Coils, IncenseSticks

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Sales Promotion

•Sponsoring of Pest control drives bythe           government during ra

season

•Giving free incensed sticks with every

vaporizer pack purchased

• 60 + 15 nights extra.

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Advertising Strategy

• Advertisement in IPL on third umpire screen.

• Small tickers in reality shows and their videodownloads.

• Ads showing environment friendliness of the product.

• Television ads of incensed sticks on national

channels and radio.

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Point of PurchaseAds

Coils

IncenseSticks

Vapourizers

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Associations

• Indian Pest Control Association, IPCA

• Premier association of professional pestmanagement

•

Founded in 1967• Closely associated with Government

Departments and Municipal Corporations inpolicy-making, preparation of standards, helping

in introduction of effective and environmentallysafe pesticides, licensing methods, etc.

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Public Relations

• Reach out to NGOs, MunicipalAuthorities and the public at large, toconduct co-coordinated campaigns in

various cities for public health pestssuch as mosquitoes & rats.

• During outbreaks of various vector-borne diseases