Case Study - All Out

1. Case Study

2. Karamchand Appliances Pvt. Ltd. (KAPL) KAPL’s Brand ‘All Out’ is almost a generic name for liquid vaporizers. 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). KAPL managed to wrest market share amidst stiff competition from corporate giants like Godrej Sara Lee Ltd (GSLL) and Hindustan Lever Ltd (HLL). Background

3. Technological innovations 1stMover Advantage Aggressive Marketing Reasons for Success

4. Product: First of its kind/ New variant Quality/ Technologically sound Transition – Cord to plug Product Features High Quality Packaging Marketing Mix Analysis

5. Price: Price was initially high to recover cost of initial investment Flexible pricing strategy Marketing Mix Analysis

6. Place: Behind its competitors in terms of accessibility The only P in which KAPL was behind its major competitors was “Place”. 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. Marketing Mix Analysis

7. Promotion: Unconventional advertising strategy Hindi Movie Video Cassettes FM Radio Evening News Program/ Test Cricket Commentary Movie Songs/fight sequence on Doordarshan and SitiCable Series of failed ads by agencies followed by cost effective approach by promoters Adapting ideas from the parent company High mind recall Marketing Mix Analysis

8. Invested heavily in other categories while ALL OUT had a single point focus Could not catch up initially with the advertising challenges poised by ALL OUT Entry into the vaporizer segment led to the overall expansion of the market Other Competitors - Failure

10. Advertising criticized by the industry

12. Japanese Wick Technology

13. Hassle-Free

14. Lasts Longer

16. Mosquito repellent spray

17. Mosquito repellent band

18. Creams

19. Electric racquets

21. Advent of new substitutes in the market.

23. Thank You