·Activate the new proposition with a relevant consumer insight that can get

consumers who are concerned with the chemical smell of their current pest
product to switch to Mortein odorless that offers 100% protection without
any chemical smell

·Being a market challenger, use the first mover advantage with the odorless
proposition to build differentiation and expertise for the brand

·Develop a 360 plan with relevant investment assumptions leading to

incremental business

Problem Statement

Rationale of the Proposed Recommendation

Chemical Comp

1.1 Mortein Powergard All in One Insect Killer is an aerosol containing imiprothrin,
bioallethrin and permethrin at 0.2 g/kg, 1.2 g/kg and 0.5 g/kg respectively as the
active ingredients, plus other components.

Survey of US Adults ---- Respirartory problems

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5773620/

Citronella oil efficacy

https://onlinelibrary.wiley.com/doi/full/10.1111/j.1365-3156.2011.02781.x

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