CASE STUDY ON MOSQUITO

REPELLENT

PREPAID BY:
Dharmesh Bhikadiya

PGP/FW/ISBE/B(1)/10-12
 MARKET SCAN
• Environment scanning is the process of collecting information about
the forces in the marketing environment

• Scanning involves the observation; secondary sources such as

business trade,
and government

• In market scanning, it’s necessary, as the article points out, to ask

questions such as, “What changes could make our product
obsolete?” We also have to look at things outside our own industry.
What’s going on in our society? legislation? The economy?
Demographics? Weather patterns?
 MOSQUITO REPELLENT INDUSTRY-
OVERVIEW
• Its sole reason for existence in the market is the
omnipresent mosquito , which makes life excruciatingly
difficult for the average Indian during summer and
monsoon months. In many ways the primary factor fuelling
the explosive growth of this market characterized by low
brand loyalty and low product involvement has been the
availability of cost-effective, mosquito repellents.

• Total market size Rs1, 100-crore mosquito repellent

industry.
Con…..
• With 255 species of mosquitoes believed to be
responsible for spreading diseases like malaria
& dengue fever; India has a large and growing
market for mosquito repellents.
THE VARIOUS SEGMENTS IN THIS INDUSTRY

 Coils
 mats
 vaporizers
 aerosols and
 creams.
 The two new segments are personal sprays
and gels.
 The category-wise market shares
• Coils command nearly 50 per cent of the
market share, vaporizer refills at 20 per cent,
with mats at 10 per cent followed by aerosols
at 9 per cent and the rest shared by creams,
heating devices and other products.
 MARKET SHARE OF MOSQUITO REPELLENT

9%

11%
coils
vaporizer refills
mates
creams,heating devices
10% 50% and other
aerosols

20%
COMPETITIVE PROFILE IN THE MOSQUITO REPELLENT
SEGMENT:
Product Category Company Name Brand Name Year of
launch

Coils Bombay Chemicals Ltd. Tortoise 1970

(BCL)

Sprays and Mats Bayer Baygon Spray, Baygon

Power Mats and Baygon
Knockout
Creams Balsara Hygiene Odomos

Mats and Coils Tainwala Chemicals Casper

Coils Godrej Sara Lee Ltd. Jet Fighter 1997

(GSLL) Goodknight Jumbo 1999
Goodknight Instant
Goodknight Smokeless 2000
Jet Jumbo
Product Category Company Name Brand Name Year of
launch
Mats Godrej Sara Lee Ltd. (GSLL) Banish

Aerosols Godrej Sara Lee Ltd. (GSLL) Hit

Chalks Godrej Sara Lee Ltd. (GSLL) Hit Lines

Lotion Godrej Sara Lee Ltd. (GSLL) Mosfree

Spray Godrej Sara Lee Ltd. (GSLL) Hexit

vaporizer KARAMCHAND APPLIANCES All out

PRIVATE LTD

Mats & Coils Reckitt & Coleman (R&C) Mortein

Mortein King
Mortein Red

Coils Hindustan uni lever . (HUL) Raid

Attack
 Market share of competitors
Mosquito coil market:

• Market leader: Mortein (35%) from Reckitt

Benckiser India Ltd
• Market Challenger: Good Knight with a share of 30%
• Market Follower: Maxo from Jyothy Laboratories' is
rapidly increasing its share.
Con…
Vaporizer refill market:

• Market leader: All Out brand from Karamchand

Appliances Pvt Ltd.(65%)
• Market Challenger: Good Knight and Jet from
Godrej Sara Lee Ltd. together account for 24% of
the vaporizer segment.
• Market Follower: Mortein Vaporizer by Reckitt
Benckiser has a market share of about 5-7%.
Con..
Mats and aerosol categories:

• Market leader: Godrej Sara Lee leads the

market with its brands Good Knight Silver mat
(68%) in mats and Hit (aerosol).
• Market Follower: Mortein’s share in mats is
estimated at roughly 15%.
 Marketing environment
• It consist of the task environment and broad
environment.
• The actors and forces outside marketing that
affect marketing management’s ability to build
and maintain successful relationships with
target customers
• This environment consists of six component :
demography ,economic, political-legal , social,
cultural environment.
 DEMOGRAPHICAL ENVIRONMENT
• Demographics or demographic data are the
characteristics of a human population as used in
government, marketing or opinion research, or the
demographic profiles used in such research.
• Commonly used demographics include gender, race,
age, income, disabilities, educational attainment,
home ownership, employment status, and even
location.
• Demographics are frequently used in economic and
marketing research
 Size and Growth rate of population in
India
• According to the provisional results compiled quickly for the Census
of India 2001, the population of India at 0:00 hours of 1s t March,
2001, stood at 1,027,015,247 comprising of 531,277,078 males and
495,738,169 females.

• Indian annual growth rate is 1.9 percent during 1991-2001.

• So mosquito repellent has big market in India as per the population

size and growth . in India Median age in 2005 estimated at 23.8 for
India they are very health concise that way mosquito repellent
consuming very fast.
 Literacy level of India
As per the 2001 census , the literacy rate is 65.38%.in rural area LL
level is 59.4% and urban area 80.3%.so it is important to marketer for
lunching mosquito repellent in rural and urban area.

• 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.

• Age:- This product used by child, young, as well as old person.

• Gender:- The mosquito repellent used by all male and female

 Economic environment
• The available purchasing power in an economy
depend on income, prices , savings ,debt and credit
availability.
• If mosquito repellent company are not able to see
this factor than it is not surviving for a long time in
the market like India.
• Because major difference in India is income
distribution.
 INCOME DISTRIBUTION
• This is provide the over all health of economy as
well as the direction of economic growth.
• At the time of lunching mosquito repellent in India
he must understand this factor .
• 77.7% of urban household in India have a monthly
income of up to rs3000 . 16.2%urban household in
India monthly income between rs 3000 to 6000.
 Con…

• 4%urban household in India monthly income between Rs

6000to10000.only 2.1% household have a monthly income
over rs10000.

• We would aim to target our customer which will be a

woman because mosquito repellent is a household product
and usually the woman buys it.
 NATURE ENVIRONMENT
• Nature environment is a major global problem .
• Natural environment is affect the mosquito repellent
company.
• Basically mosquito born which place are covered by water
,trees and more at time of rain .
• Most of mosquito is found in rural area.
• It Is seasonal basis demand So this time is good for
entering in to this market for mosquito repellent company.
 Political-Legal Environment
• Consists of laws, government agencies and pressure
groups that influence or limit various organizations
and individuals in a given society.
• Mosquito repellent is also affected by the political as
well as legal environment
• Government have some rules and regulation to enter
in to this segment .
• There must be followed by the company to enter in
this market . If they obey that rues than government
ban that company.
Con…
• While mosquito repellents of various sorts on the stands have
become ineffective, cannot be used all day long and make
people susceptible to allergies and reactions, camphor is a
harmless way to a healthy and cleaner environment.
• The packaging of the mosquito repellent is the eco friendly so
there will be no any side effect of this.
 Specific Complaints against competitor
• Severe criticism of the 2001 ad claiming about extra
MMR.
• Dr. V. Raghunathan, Director (Central Insecticide
Laboratory) said that the as tried to prove that MMR
was a wonder substance which would kill mosquitoes
but in the packaging there was not mention of it.
Extra MMR extra Allehtrin or extra Toxin
• Criticism of other aspect of Ads: People were
unhappy about the brand’s ads before every song,
dance , fight sequence. Repetitive ads of an
established brand is not advisable.
Con…
• The large companies had financial strength to
sustain long and costly ads and promotional
campaigns.
• So English mosquito repellent company must
be followed the rules of government.
• They followed rules they can never find
restriction of government.
 Cultural Environment
Made up of institutions and other forces that affect a
society’s basic values, perceptions, preferences and behaviors.

1. SOCIAL
there are large number of resources in the state like gujarat,
maharastra, karnataka and also in kerela so we can also
have market for the herbal mosquito repellent.
 Con…
2. ECONOMIC
mosquito repellent is economic product, all
category of consumer will buy the product

3. COMMERCIAL
mosquito repellent is herbal product, so cost of
production will be lower; ultimately the prices are
also lower, hence it is convenience to buy the
mosquito repellent for the lower income people.
 Technological Environment
• The technology determined how we, as
member of society, satisfy our physiological
need.
• Technology environment in mosquito
repellent is important because technology is
moving up stream so we can catch that one
.so produce the eco friendly mosquito
repellent in the market.
 Con…
• Many company do not take market leader position
because they fail to keep up with technological
changes.
• Government has expanded its agencies power to
investigation and ban potentially un safe mosquito
repellent in the market.
 SEGMENTATION
• Geographical:-
The mosquito repellent product have a market
in most the urban area because education level . also
In rural area in that place most mosquito find but
they mostly used natural recourses. State like up ,mp,
Gujarat, Maharashtra.
 PSYCHOGRAPHIC

• It has also segmented on the lifestyle variable,

for people who have an adventurous lifestyle
who can carry our vaporizer at their outings.
 BRAND POSITION
• Economy range product.

• Easily available for everyone in local place at

reasonable price.
 TWO FACTORS

EMOTIONAL FUNCTIONAL

• FOR REMOVE THE

• NEED SATISFACTION
MOSQUITO

• NO SMOKE