Case Study Allout

Case Study – All Out Mosquito Repellent

Introduction
 Karamachand Appliances Limited (KAPL)’s brand “All Out” is a common name for liquid vaporizers  Liquid Mosquito Vaporizers is a INR 4 bn segment in India with “All Out” having 69% Market share in 1999.  Converted large no of customers to vaporizer users.

 KAPL managed to wrest market share though there was stiff competition from corporate giants like Godrej Sara Lee Ltd (GSLL) and Hindustan Lever Ltd (HLL).

Reasons for Success
 Technological Innovations  1st Mover Advantage  Aggressive Marketing

 Focused on single product

Marketing Mix Analysis
 Product  First of its kind / new variant  Quality / Technologically sound  Transition – Cord to plug  High quality packaging  Price  Price was initially high to recover cost of initial investments  Flexible pricing

Year
1990 1994 1995 1996 1998 1999 INR 225 INR 135 INR 90

Price

INR 135 (Twin Pack) INR 99 (Deadly offer) INR 27 ( Deadly Exchange Scheme

Marketing Mix Analysis
 Promotion  Unconventional advertising strategy  Hindi Movie Video Cassettes  FM Radio  Evening News Program & Cricket Commentary  Movie Songs and fight sequence on Doordarshan and SitiCable  Series of failed ads by agencies followed by cost effective approach by promoters  Adapting ideas from parent Japanese company

Marketing Mix Analysis
 Promotion  Unconventional advertising strategy  Hindi Movie Video Cassettes  FM Radio  Evening News Program & Cricket Commentary  Movie Songs and fight sequence on Doordarshan and SitiCable  Series of failed ads by agencies followed by cost effective approach by promoters  Adapting ideas from parent Japanese company

SWOT Analysis
 Strengths  Advertising strategy  Japanese Wick Technology  Hassle Free  Lasts Longer  Pricing  Weakness  Harmful effect of chemicals  Advertising criticized by the industry  Profit through only one product  Opportunities  Diversification of products