Mortein Vapourizer- Consumer

Behaviour & STP

P RE S E N T E D BY:
BJ22014- Devgen Singh BJ22031- Pranav Bafna BJ22032- Prashant BJ22033- Rahul Jain

BJ22035- Rochish T BJ22036- Rutwik BJ22038- Sagnik C BJ22053- Vipul Kumar

 Case Background and Problem Statement
PROBLEM STATEMENT:

❖People associated Mortein with 'power' but the company did not able to convert this equity
into vaporiser category and this made Mortein third behind All Out and Good Night

❖Mortein was perceived as a negative product because of its association with helplessness,
irritation and worries and fear of diseases

OBJECTIVES:
In view of strong competition, Mortein wants to create a unique proposition for his brand
to make it appealing and acceptable to consumers.

The company wants to analyse the customer behaviour and evaluate if existing communication
founded on a negative emotion is an issue for the consumer
 Marketing Strategies
Mortein
1. Mortein is at number three in Pesticide
market with 12.5% market share.
2. Strategy of mortein is to leverage the fear
in the mind of the consumer and
generate desire to ward of diseases.
Packaging has also added to the fear.
3. Existing communication is ineffective.
Brand attitude of consumers is also not
encouraging.
GoodKnight AllOut
1. Market follower in Pesticide market just 1. KAPL is responsible for creating
behind All out with 34 % share. Liquid vaporizers segment in
2. Goodknight stated it protected against mosquito repellent industry.
mosquito while other brand talk about 2. Market leader in Pesticide market with
killing them. Non -Violent is heart of its 50 % share. Highest MMR amongst rest
brand value. of the competitors.
3. Focussed on leveraging emotional 3. Concept of sponsoring songs, Dance-
benefits to the consumers. Family Helped brand to have high mind share
oriented, caring and jolly is the image of among consumers.
the brand. Enjoyed enormous equity.
 Consumer Behaviour-Analysis
Consumer Preferences Awareness Levels
❑ Consumers tend to have preferences for brands for different categories or are agnostic ❑ Apprehensions about the
❑ Most consumers’ buying behavior are either Routine Response or Impulse purchase product safety and efficacy
❑ Low involvement, high frequency of purchases, often clubbed with other purchases aspects
❑ Lower knowledge of differences
Information Sources and Retention existing in between the brands
❑ Attraction predominantly driven
❑ Low Brand loyalty – Plethora of brands are leading different categories of pest control by placement of product, colour
❑ Regular efforts and incremental innovations required to ensure consumer retention scheming, songs, etc. rather than
❑ Most consumers come to know about brand by TVCs, shelf space or word of mouth product attributes
❑ Major influencers for the purchasing decision are housewives or working mothers
Brand Attitudes
S
Decision making criteria/parameters
Differential Brand Attitudes observed
❑ Attractive packaging, easy to use, long lasting effect, odourless & smokeless towards competitors and their
❑ Protection from insects and disease, safety of product, serviceability of product message delivery
 Customer Segmentation
Brand Loyalist Skeptics
These customers believe that Mortein They use a liquid vaporizer now and
is safe and effective in preventing then but not persistently. Mostly
themselves and their families from when vector-borne diseases are the
any vector-borne diseases. They have most prevalent. We should focus on Brand Loyalist

Probability to win
relied on Mortein LV for years and educating these customers and raising
Target
have no intention of changing awareness about the importance of
Audience
products. liquid vaporizers.
Brand Agnostic
Brand Agnostic Competitor Loyalist
These customers understand the Like Brand Loyalists, these customers Competitor Loyalist
importance of mosquito repellent and use liquid vaporizers diligently to
use it consistently to keep their prevent themselves from mosquitoes.
Skeptics
families safe. However, they do not We should focus on converting them
care about the brand as long as it gets to Brand Loyalists by differentiating Segment Attractiveness
the job done. We should focus on Mortein as a superior LV compared to
differentiating Mortein from others. its competitors.
 Perceptual Map
High Effectiveness

Mortein Power Booster

Good Knight Care ❑ By looking at the perceptual map on the left, we observe a gap
All Out LV for a safe and high-effectiveness LV.

❑ Mortein through its launch of PowerGard can bridge this gap

Mortein PowerGard is 7x more effective along with more active
content, fragrance, and better protection
Unsafe Mortein Coil
Safe
to use Product Line to use ❑ Mortein PowerGard is well equipped with the latest technological
Good Knight Coil advancement and gives the consumer a chance to select
Product Line effectiveness

Low Effectiveness

Source: https://www.maxhealthquery.com/mortein-vs-goodknight-vs-allout-which-is-better-mosquito-repellent/
 Positioning statement for Mortein Vaporisers

For Brand agnostic and existing customers for competitors brand. Mortein Powergrad that offers one of

the best Formulation in the market, 7x more powerful compared to ordinary vaporizers, features like a

new superior fragrance besides protecting against both mosquitos and houseflies, sliding power control,

safe to use, improved efficacy because of double active content, continued innovation and quality

assurance across product portfolios.

 Positioning for target Consumers
❑ Reiterate Brand Image – Advertisement theme needs to be portray in a positive manner. Difficult to create connect among the
consumer based on negative emotions.

❑ Build Equity-Focus on driving new offering to the consumer to have maximum impact. Established Mortein as superior product.

❑ Channels for Communications -Strong media support required; Multi-platform scheduling of posts can be explored

❑ Create Buzz-Creating buzz will make people talk about product which will lead to word of mouth publicity. It would help in create
a holistic image of the product in consumers mind.

❑Generate PR-It would help educate the people about pest control. It will lead to increase in awareness level in the society and in
turn increase in demand for the product