1. Presented By:-
Abhishek Gupta
Abdul Mateen
Mansi Mittal
Saket Bihari
Sharda Prakash Pandey
Tanya Jaiswal
Vishal Sudera
FOSTIIMA Business School

2.  India had a large and growing market for
mosquito repellants.
 Allout :- Generic name for liquid
vaporizers.
 Belongs to Karamchand Appliances Private
Limted (KAPL).
 “Mat” market was flourishing, KAPL wanted
to invest in this market.

3.  Tied up with Earth chemicals (Japan) for
making Mats.
 KAPL saw a vapourizer being sold by Earth
in Japan with huge popularity.
 Decided to manufacture vaporizers.
 They finally launched vaporizers in 1990.

4. PLACE
MARKETING
PRODUCT PRICE
MIX
PROMOTION

5.  First of its kind/ new variant.
 Advanced Technology.
 Transition –cord to plug.
 Highly effective than Mats.
 High quality packaging.

6.  Price was initially high to recover cost of
initial investment .
 Premium Pricing, creating an impression of a
premier product.
 Flexible pricing strategy to accommodate
market sentiments.
Year Price
1990 Rs.225
1994 Rs.135
1995 Rs. 90
1996 Rs.135(Twin Pack )
1998 Rs.99(Deadly Offer)
1999 Rs.27(Deadly exchange
scheme)

7.  Available only at 18% (120 Outlets) only.
 The only P in which KAPL was behind its
major competitors was „place‟ and
accessibility.
 GSLL and R&C were multi –products giants
where KAPL was a new comer with a single
product . Hence the former companies
(before launching vaporizers) all ready had
well established distribution networks .

8.  Ads were unique .
 Unconventional advertising strategy
Hindi movie cassettes
FM radio.
Evening news program/ Test cricket
commentary.
Movie songs / fights sequence on
Doordarshan and siticable.
 Adapting ideas from Earth chemicals.
 High mind recall.
 Advertisement cost was quite low.

9.  Pioneer Product- First of it‟s kind.
 Dependable Japanese Technology.
 Innovative Technology.
 Effective and long lasting than Mats, coils etc.
 Strong Marketing strategies.
 No other competitor in vaporizer segment at
time of launch, later GSLL and others came.

10. COMPETITORS
ALLOUT ( GSLL & OTHERS )
 Single point focus –  Invested heavily in other
one product company. categories also-
 Pioneer product- cream, spray, mats.
vaporizers  Focused mainly on mats
 Distribution channel and coils.
weak ( 18%).  Distributor channel
strong ( 82%).
 Strong Marketing  Weak Marketing
strategies. strategies.

11. Strengths
 Strong Advertising strategy.
 Dependable Japanese technology.
 Hassle-free.
 Effective and long lasting

12.  Harmful effect of chemicals
 Major profits through only one product.
 Misleading advertisements criticized by the
industry.
 Excessive ads on television.

13.  Diversification of products : Candles,
Mosquito bats, spray etc.
 Tapping Huge rural market.
 Regular technological innovations to reduce
harmful effects of chemicals.
 More innovative marketing and advertising
strategies.

14.  Dependence on a flagship product for now.
 Advent of new substitutes in market.
 Can lose out in market where there is no
electricity.
 Price wars with the competitors.

15.  Use herbal extracts.
 Details of contents on packing.
 Related diversification : Candles , Mosquitoes
Bats ( all out ), sprays
 Battery empowered All-Out.
 Expand the distribution network.