Mktg Mgt

“TRIGUN CANDLES”

Target:- Rural area of U.P.

PROMOTIONAL STRATEGY

When we talk about mosquito repellents there are 54 manufacterers with 72 brands in India alone.
|COILS – 50% |
|VAPORISERS – 20% |
|MATS – 10% |
|AEROSOLS – 9% |
|REST(CREAMS, HEATING DEVICES) – 11% |
| |

INTRODUCTION:-

From a very long time candles are used to dispel darkness from one’s life. Our candles is a herbal product born out of the unique amalgamation of ancient Ayurvedic texts and modern research. The formulation used smoke as a medium to carry herbal fumes , which repel mosquitos.
As the name suggests the candle provides threefold benefits:- emits light, mosquito repellent and is a herbal product(no smoke) .Keeping in view the rural areas we thought of a product which provide the people an immediate relief from mosquitoes. Nearly 40 million people die every year due to malaria, chickengunia ,etc which are caused due to the presence of mosquitoes in large numbers in rural areas, places like Lakhmipur and Golaghat in Assam, Shravasti ,Mau Aadamgarh in U.P., Pimpri in Pune are the worst hit.
So the only way we can help protect them from this killer disease is by developing a product which is not very expensive, and at the same time acts as a mosquito repellent.

1)CUSTOMER CENTERED

The main target for our product will be the rural ares where there is no electricty and the level of income is low. The people in these areas do not have the means to afford mosquito repellents like “All Outs” or “Good Nights” so the only existing means they have are coils and creams.
Our product targets these areas. The rural areas comprise of 800 million of the population of India. Also the rural market contributes for nearly Rs 5000 Cr of income from durables.

2)MARKET SEGMENTATION

The rural people buy products more often and in small packets. The brands do not really matter in these areas, our product just has to be present at the right place and should be enough effective. Also the rural areas comprise of various tiers like the marginal farmers, big landlords, labors, artisans etc, so our product aims at satisfying all the levels economically and socially.

3)MARKET POSITIONING

The basic awareness needs to be created in the minds of the people which can be done through putting up small advertising sheets in mandis or common places of meeting. There are haats (periodic markets), melas, kirana stores where we can stock up our product so that no one goes without buying it.

4)MARKETING MIX

PRODUCT:- TRIGUN CANDLES , which are herbal and act as mosquito repellents.

INGRIEDIENTS:-

1) Paraffin wax
2) Mould
3) Electrical tape
4) Eucalyptus oil
5) Citronella
6) DEET(diethyl-meta-toluamide)

PRICE:- Since the candle provides a threefold benefit it will be priced at Rs 2.50. The price is not much considering the fact that rural households have a higher disposable income than urban areas. Also they can buy a pack of 10 candles for Rs 20.
That’s our promotional strategy.
Also if we look at the market share of various repellents that we are to compete with coils occupy nearly 40% of the share whereas creams capture about 30% and the rest is shared by repellent mats, liquid vapouriser, etc. They get a pack of 10 coils for Rs 21 which is though cheap but has it’s hazards like acute and major chronic diseases like T.B. ,not to mention the creams which contain DEET in large quantities which cause skin irritation.

PLACE:- Our target customers are the rural people of Assam and U.P. where every year hundreds of people succumb to malaria. Also on analysing we found that people of these areas are ready to buy new products if launched correctly. The local taxi drivers and shopkeepers provided us with the necessary data that helped us in selecting these areas.

PROMOTION:-

• We plan to promote our candles in collaboration with N.G.O.’s based in these areas, pulse polio abhiyans etc which are in direct connection with the people. Also since these organisations are based in these areas for some time now they understand their mindset well. • If we go for pamphlets printed in Hindi:- One word of Hindi costs about Rs 2 and considering we have about 8 words on our pamphlet , one pamphlet will cost round about Rs 15 and since we’ll be needing atleast 1000 of them the cost comes up to Rs 15000. • Then we can advertise on FM (gold and vivid bharti mainly) which will again cost about Rs 15000 for a month in which the advertising is aired for 4 times in a week twice in a day.

Since our main idea is to eradicate malaria from these areas , government can be approached for granting subsidies for our plant. The raw materials mainly wax, eucalyptus oil(which provides smokeless candle), DEET(the main mosquito repellent), some scents like those of rosemary and marigold(these act as natural repellents) , are not very expensive and are readily available.

With over many species of mosquitoes believed to be responsible for spreading diseases such as malaria, dengue fever and other mosquito related afflictions, India has a large and growing market for mosquito repellants. Many methods are used in households for dealing with the mosquito menace. In spite of the pervasiveness of the mosquito problem, the use of repellants in India is fairly low. It is estimated that only 16.4% of the households in all urban areas and 22.6% in the metros use mosquito repellants. The figure for the rural areas is even lower; at only 6.9%.Coils were the first mosquito repellants to be introduced in the Indian market.
The total market size of non-agro insect and pest control products is estimated at around Rs 15 billion. Of this, flying insect (mosquito) repellent market is placed at Rs 8.25 billion.
The mosquito repellents are available as mats, coils, vaporizers or as liquids. The market is supplemented by a host of mechanical and electro-mechanical devices to make the basic repellents effective. There is also a cream component of the market for personal use. The market is literally dominated by four players-Reckitt Benckiser with its Mortein, Jyothi Laboratories with Maxo and Godrej Sara Lee with Good Night and Karamchand Appliances Private Ltd. with its All Out. The other players in this sector are Balsara Hygiene with a repellant cream, Odomos, Bayer with the brands Baygon Spray, Baygon Power Mats and Baygon Knockout; and Tainwala Chemicals with the Casper brand of mats and coils. While Mortein has 29% of the market, Maxo with 22% and Good Night with 20% are not far behind.
Of the total insect control market, the relative shares of different product categories are mats 10%, coils 50%, vaporizers 20% and aerosols and cream 5%. The overall insect repellent market is expected to grow to Rs 27 billion by end 2009-10 and over the next five years towards end 2014-15, it is projected to grow to a sizable Rs 39 billion market.
The demand for mats is understood to be growing very fast in the rural areas, whereas in urban areas the vaporizers are replacing mats and coils. In terms of the total market spread, the urban share was about 70%. In the rural markets, the dominant products are mats and coils, bait and creams.
According to industry reports, the Indian mosquito repellant market was expected to grow rapidly in the early 21st century. Analysts said that with 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 the country, there was considerable scope for the market to expand.
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