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All Out case study

Case Study - All Out

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All Out case study

  1. 1. Case Study<br />
  2. 2. 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 />
  3. 3. Technological innovations<br />1stMover Advantage<br />Aggressive Marketing<br />Reasons for Success<br />
  4. 4. 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 />
  5. 5. Price: <br />Price was initially high to recover cost of initial investment<br />Flexible pricing strategy<br />Marketing Mix Analysis<br />
  6. 6. 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 />
  7. 7. 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 />
  8. 8. 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 />
  9. 9. SWOT Analysis<br />Weakness<br /><ul><li>Harmful effect of chemicals
  10. 10. Advertising criticized by the industry
  11. 11. Major profits only through 1 product</li></ul>Strengths<br /><ul><li>Advertising Strategy
  12. 12. Japanese Wick Technology
  13. 13. Hassle-Free
  14. 14. Lasts Longer
  15. 15. Pricing</li></ul>Opportunities<br /><ul><li>Diversification of products
  16. 16. Mosquito repellent spray
  17. 17. Mosquito repellent band
  18. 18. Creams
  19. 19. Electric racquets
  20. 20. Ultrasonic sound devices </li></ul>Threats<br /><ul><li>Dependence on a flagship product for now
  21. 21. Advent of new substitutes in the market.
  22. 22. 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 />
  23. 23. Thank You<br />