'ALL OUT' - MARKETING A MOSQUITO REPELLANT

MAKING WAVES

(...contd from previous page)

While the other companies concentrated on the coils and mats markets, KAPL promoted the use of vaporizers. By the mid 1990s, vaporizers had attained a market share of 5 percent (Refer Table IV). This segment was almost completely dominated by KAPL, whose sales reached Rs 253 million in 1996-97. GSLL could no longer ignore this growing segment and launched its own vaporizer under the GoodKnight brand in 1996-97.

GoodKnight soon acquired a 40% market share of the vaporizer market. However, this did not affect the sales of KAPL, as the launch of GoodKnight had led to a growth in the overall size of the vaporizer market. Instead of eating into All Out's sales, GSLL ended up expanding the market. However, GoodKnight could not sustain its success, and by 1999, the brand's market share had gone down to 21% - a major portion of the 19% loss being taken up by All Out. (Refer Table V).

TABLE II
MATS - MARKET SHARES (VOLUMES)

Company	Brand	1998	1999	July 2000
GSLL	GoodKnight	45	43	51
GSLL	Jet	13	18	14
GSLL	Banish	4	3	2
R&C	Mortein	9	12	15
HLL	Raid	4	7	4
-	Others	25	17	14
	Total	100	100	100

TABLE III

COILS � MARKET SHARES (VOLUMES)

Company

Brand

1998

1999

July 2000

GSLL

GoodKnight

0

0

12

GSLL

Jet

18

20

17

R&C

Mortein

30

33

33

BCL

Tortoise

37

28

20

-

Others

15

19

18

Total

100

100

100

TABLE IV

MOSQUITO REPELLANT MARKET

Category

Market Share (in %)

Year

1996

1999

Mats

63

38

Coils

27

46

Creams

5

3

Vaporizers

5

13

Total

100

100

Source: A&M, April 15, 2000.

Although the initial success of All Out was largely due to technological innovation and first-mover advantages, it was widely believed that what had kept the brand going was strong marketing. This was corroborated when KAPL's promoters Anil, Bimal and Naveen Arya were given the 'Marketing Persons of the Year' award at the 2000 A&M awards^[1] . A&M described KAPL as a 'sterling example of enterprise' and a 'tale for budding entrepreneurs and marketers of the new millennium.'

THE GROWTH OF ALL OUT

WHAT LIES AHEAD

^[1] The A&M awards is an annual event that recognizes advertising and marketing excellence in India, conducted by the country's leading magazine, Advertising & Marketing (A&M). The awards are given based on the recommendations of a jury of eminent marketing professionals.