Mortein Vaporizer- What lies Beneath Brand Positioning
MANAGEMENT
CASE
describes a real-life situation faced, a decision or action taken by an individual manager or by an organization at the strategic, functional or operational level
Mortein Vaporizer: What lies beneath Brand Positioning?
Debasis Pradhan and Divya Agrawal
H
ari Panda, the brand manager of Mortein Vaporizer, could not keep his mind off the challenges faced by his brand even during an official gathering of colleagues at the Golf ground in Bhubaneswar. He detached himself from the group and went for a quiet stroll as others were busy discussing the game. Hari wondered if there was something seriously wrong with Mortein vaporizer. Despite the fact that consumers associated Mortein with ‘Power’, the equity was not somehow getting transferred to the vaporizer format. Mortein was not doing very well and was a distant number three in the vaporizer market behind All Out and Good Knight which dominated the market. Later in the week, he was supposed to submit his recommendations to the Marketing Manager of Reckitt Benckiser (RB), India on a strategy to improve the current situation.
KEY WORDS
Mosquito Repellant Market
Brand Attitude
Advertising Campaigns
Marketing Strategy
Positioning
Hari wanted to understand how brand Mortein was being perceived by consumers.
He always thought he knew a lot about his consumers. This was perhaps the first time he realized that it was not enough. He wanted to have a thorough understanding of the market and its audience. Some, including the Vice President, Marketing, at RB
India, had expressed reservation about the communication of Mortein vaporizer. They felt that the existing communication was ineffective; on most occasions, it was not clear as to what response it was creating in the consumers’ minds. There was a different set of opinions on whether the present negative motivation like fear should be retained. Some advertising agencies had described Mortein as a ‘negative’ product because of its association with irritation,
CASE
describes a real-life situation faced, a decision or action taken by an individual manager or by an organization at the strategic, functional or operational level
Mortein Vaporizer: What lies beneath Brand Positioning?
Debasis Pradhan and Divya Agrawal
H
ari Panda, the brand manager of Mortein Vaporizer, could not keep his mind off the challenges faced by his brand even during an official gathering of colleagues at the Golf ground in Bhubaneswar. He detached himself from the group and went for a quiet stroll as others were busy discussing the game. Hari wondered if there was something seriously wrong with Mortein vaporizer. Despite the fact that consumers associated Mortein with ‘Power’, the equity was not somehow getting transferred to the vaporizer format. Mortein was not doing very well and was a distant number three in the vaporizer market behind All Out and Good Knight which dominated the market. Later in the week, he was supposed to submit his recommendations to the Marketing Manager of Reckitt Benckiser (RB), India on a strategy to improve the current situation.
KEY WORDS
Mosquito Repellant Market
Brand Attitude
Advertising Campaigns
Marketing Strategy
Positioning
Hari wanted to understand how brand Mortein was being perceived by consumers.
He always thought he knew a lot about his consumers. This was perhaps the first time he realized that it was not enough. He wanted to have a thorough understanding of the market and its audience. Some, including the Vice President, Marketing, at RB
India, had expressed reservation about the communication of Mortein vaporizer. They felt that the existing communication was ineffective; on most occasions, it was not clear as to what response it was creating in the consumers’ minds. There was a different set of opinions on whether the present negative motivation like fear should be retained. Some advertising agencies had described Mortein as a ‘negative’ product because of its association with irritation,