dharmesh bhikadiya

8/8/2019 DHARMESH BHIKADIYA

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CASE STUDY ON MOSQUITO

REPELLENT

PREPAID BY:

Dharmesh Bhikadiya

PGP/FW/ISBE/B(1)/10-12


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MARKET SCAN

Environment scanning is the process of collecting information about

the forces in the marketing environment

Scanning involves the observation; secondary sources such asbusiness trade,

and government

In market scanning, its necessary, as the article points out, to askquestions such as, What changes could make our product

obsolete? We also have to look at things outside our own industry.

Whats going on in our society? legislation? The economy?

Demographics? Weather patterns?


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MOSQUITO REPELLENT INDUSTRY-

OV

ERV

IEW Its sole reason for existence in the market is the

omnipresent mosquito , which makes life excruciatingly

difficult for the average Indian during summer and

monsoon months. In many ways the primary factor fuellingthe explosive growth of this market characterized by low

brand loyalty and low product involvement has been the

availability of cost-effective, mosquito repellents.

Total market size Rs1, 100-crore mosquito repellent

industry.


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Con..

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.


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THE VARIOUS SEGMENTS IN THIS

INDUSTRY

Coils

mats

vaporizers aerosols and

creams.

The two new segments are personal spraysand gels.


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The category-wise market shares

Coils command nearly 50 per cent of the

market share, vaporizer refills at 20 per cent,

with mats at 10 per cent followed by aerosols

at 9 per cent and the rest shared by creams,

heating devices and other products.


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50%

20%

10%

11%

9%

MARKET SHARE OF MOSQUITO REPELLENT

coils

vaporizer refills

mates

creams,heating devices

and other

aerosols


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COMPETITIVE PROFILE IN THE MOSQUITO REPELLENT

SEGMENT:

Product Category Company Name Brand Name Year of launch

Coils Bombay Chemicals Ltd.(BCL)

Tortoise 1970

Sprays and Mats Bayer Baygon Spray, BaygonPower Mats and Baygon

Knockout

Creams Balsara Hygiene Odomos

Mats and Coils Tainwala Chemicals Casper

Coils Godrej Sara Lee Ltd.(GSLL)

Jet Fighter

Goodknight Jumbo

Goodknight Instant

Goodknight Smokeless

Jet Jumbo

1997

1999

2000


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Product Category Company Name Brand Name Year of

launch

Mats Godrej Sara Lee Ltd. (GSLL) Banish

Aerosols Godrej Sara Lee Ltd. (GSLL) Hit

Chalks Godrej Sara Lee Ltd. (GSLL) Hit Lines

Lotion Godrej Sara Lee Ltd. (GSLL) Mosfree

Spray Godrej Sara Lee Ltd. (GSLL) Hexit

vaporizer KARAMCHAND APPLIANCES

PRIVATE LTD

All out

Mats & Coils Reckitt & Coleman (R&C) Mortein

Mortein King

Mortein Red

Coils Hindustan uni lever . (HUL) Raid

Attack


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Market share of competitors

Mosquito coil market:

Market leader: Mortein (35%) from Reckitt

Benckiser India Ltd Market Challenger: Good Knight with a share of

30%

Market Follower: Maxo from Jyothy Laboratories' israpidly increasing its share.


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Con

Vaporizer refill market:

Market leader: All Out brand from KaramchandAppliances Pvt Ltd.(65%)

Market Challenger: Good Knight and Jet fromGodrej Sara Lee Ltd. together account for 24% ofthe vaporizer segment.

Market Follower: Mortein Vaporizer by ReckittBenckiser has a market share of about 5-7%.


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Con..

Mats and aerosol categories:

Market leader: Godrej Sara Lee leads themarket with its brands Good Knight Silver mat

(68%) in mats and Hit (aerosol).

Market Follower: Morteins share in mats isestimated at roughly 15%.


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Marketing environment

It consist of the task environment and broadenvironment.

The actors and forces outside marketing that

affect marketing managements ability to buildand maintain successful relationships withtarget customers

This environment consists of six component :demography ,economic, political-legal, social, cultural environment.


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DEMOGRAPHICAL ENVIRONMENT

Demographics or demographic data are thecharacteristics of a human population as used ingovernment, marketing or opinion research, or

the demographic profiles used in such research. Commonly used demographics include

gender, race, age, income, disabilities, educational attainment, home ownership, employment

status, and even location. Demographics are frequently used in economic

and marketing research


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Size and Growth rate of population in

India

According to the provisional results compiled quickly for the Census

of India 2001, the population of India at 0:00 hours of 1s t

March, 2001, stood at 1,027,015,247 comprising of 531,277,078

males and 495,738,169 females.

Indian annual growth rate is 1.9 percent during 1991-2001.

So mosquito repellent has big market in India as per the populationsize and growth . in India Median age in 2005 estimated at 23.8 for

India they are very health concise that way mosquito repellent

consuming very fast.


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Literacy level of India

As per the 2001 census , the literacy rate is 65.38%.in rural area LL

level is 59.4% and urban area 80.3%.so it is important to marketer for

lunching mosquito repellent in rural and urban area.

improvement in literacy and health consciousness in rural areas, the

use of mosquito repellants was expected to increase substantially in

these areas.

As the per capita usage of repellants was very low in thecountry, there was considerable scope for the market to expand.

Age:- This product used by child, young, as well as old person.

Gender:- The mosquito repellent used by all male and female


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Economic environment

The available purchasing power in an economy

depend on income, prices , savings ,debt and credit

availability.

If mosquito repellent company are not able to see

this factor than it is not surviving for a long time in

the market like India.

Because major difference in India is income

distribution.


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INCOME DISTRIBUTION

This is provide the over all health of economy as

well as the direction of economic growth.

At the time of lunching mosquito repellent in Indiahe must understand this factor .

77.7% of urban household in India have a monthly

income of up to rs3000 . 16.2%urban household in

India monthly income between rs 3000 to 6000.


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Con

4%urban household in India monthly income between Rs

6000to10000.only 2.1% household have a monthly income

over rs10000.

We would aim to target our customer which will be a

woman because mosquito repellent is a householdproduct and usually the woman buys it.


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NATURE ENVIRONMENT

Nature environment is a major global problem .

Natural environment is affect the mosquito repellent

company.

Basically mosquito born which place are covered by water

,trees and more at time of rain .

Most of mosquito is found in rural area.

It Is seasonal basis demand So this time is good forentering in to this market for mosquito repellent company.


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Political-Legal Environment

Consists of laws, government agencies and pressuregroups that influence or limit various organizationsand individuals in a given society.

Mosquito repellent is also affected by the political aswell as legal environment

Government have some rules and regulation to enterin to this segment .

There must be followed by the company to enter in

this market . If they obey that rues than governmentban that company.


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Con

While mosquito repellents of various sorts on the stands have

become ineffective, cannot be used all day long and make

people susceptible to allergies and reactions, camphor is a

harmless way to a healthy and cleaner environment.

The packaging of the mosquito repellent is the eco friendly so

there will be no any side effect of this.


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Specific Complaints against competitor

Severe criticism of the 2001 ad claiming about extraMMR.

Dr. V. Raghunathan, Director (Central Insecticide

Laboratory) said that the as tried to prove thatMMR was a wonder substance which would killmosquitoes but in the packaging there was notmention of it. Extra MMR extra Allehtrin or extra

Toxin Criticism of other aspect of Ads: People were

unhappy about the brands ads before everysong, dance , fight sequence. Repetitive ads of anestablished brand is not advisable.


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Con

The large companies had financial strength to

sustain long and costly ads and promotional

campaigns.

So English mosquito repellent company must

be followed the rules of government.

They followed rules they can never find

restriction of government.


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Cultural Environment

Made up of institutions and other forces that

affect a societys basic values, perceptions, preferences and

behaviors.

1. SOCIAL

there are large number of resources in the state likegujarat, maharastra, karnataka and also in kerela so we canalso have market for the herbal mosquito repellent.


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2. ECONOMIC

mosquito repellent is economic product, all

category of consumer will buy the product

3. COMMERCIAL

mosquito repellent is herbal product, so cost ofproduction will be lower; ultimately the prices are

also lower, hence it is convenience to buy the

mosquito repellent for the lower income people.

Con


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The technology determined how we, as

member of society, satisfy our physiological

need.

Technology environment in mosquito

repellent is important because technology is

moving up stream so we can catch that one

.so produce the eco friendly mosquitorepellent in the market.

Technological Environment


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Con

Many company do not take market leader position

because they fail to keep up with technological

changes.

Government has expanded its agencies power to

investigation and ban potentially un safe mosquito

repellent in the market.


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SEGMENTATION

Geographical:-

The mosquito repellent product have a

market in most the urban area because education

level . also In rural area in that place most mosquito

find but they mostly used natural recourses. State

like up ,mp, Gujarat, Maharashtra.


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PSYCHOGRAPHIC

It has also segmented on the lifestyle

variable, for people who have an adventurouslifestyle who can carry our vaporizer at their

outings.


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BRAND POSITION

Economy range product.

Easily available for everyone in local place atreasonable price.


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TWO FACTORS

EMOTIONAL FUNCTIONAL

NEED SATISFACTION

NO SMOKE

FOR REMOVE THE

MOSQUITO

dharmesh bhikadiya

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