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Karamchand Appliances Pvt. Ltd. (KAPL)<br />KAPL’s Brand ‘All Out’ is almost a generic<br /> name for liquid vaporizers.<br />Liquid Mosquito Vaporizers is a Rs.4 bn Segment in India with ‘All Out’ having 69% market share in 1999.( Result of conversion of large no. of customers to vaporizer users).<br />KAPL managed to wrest market share amidst stiff competition from corporate giants like Godrej Sara Lee Ltd (GSLL) and Hindustan Lever Ltd (HLL).<br />Background<br />
Product: <br />First of its kind/ New variant<br />Quality/ Technologically sound<br />Transition – Cord to plug<br />Product Features<br />High Quality Packaging<br />Marketing Mix Analysis<br />
Price: <br />Price was initially high to recover cost of initial investment<br />Flexible pricing strategy<br />Marketing Mix Analysis<br />
Place: <br />Behind its competitors in terms of accessibility<br />The only P in which KAPL was behind its major competitors was “Place”.<br />GSLL and R&C were multi-product giants whereas KAPL was a newcomer with a single product. Hence the former companies (before launching vaporizers) already had well established distribution networks.<br />Marketing Mix Analysis<br />
Promotion: <br />Unconventional advertising strategy<br />Hindi Movie Video Cassettes<br />FM Radio<br />Evening News Program/ Test Cricket Commentary<br />Movie Songs/fight sequence on Doordarshan and SitiCable<br />Series of failed ads by agencies followed by cost effective approach by promoters<br />Adapting ideas from the parent company<br />High mind recall<br />Marketing Mix Analysis<br />
Invested heavily in other categories while ALL OUT had a single point focus<br />Could not catch up initially with the advertising challenges poised by ALL OUT<br />Entry into the vaporizer segment led to the overall expansion of the market<br />Other Competitors - Failure<br />
SWOT Analysis<br />Weakness<br /><ul><li>Harmful effect of chemicals
Can lose out on a market where there is no electricity</li></li></ul><li>Analyze the toxic hazards, if any, caused by mosquito repellent chemicals<br />Work in the R&D of product so as to improve the quality of the product<br />Innovative advertising strategies<br />Ensuring success…<br />