A strategic marketing management report includes the identification of grey areas behind the failure of a product, development of new strategies and prepare a perfect relaunch of a product i.e. a Mosquito Repellent lotion - Inseguard

1. Marketing is not an event, but a process . . .
It has a beginning, a middle, but never an end, for it is a process.
You improve it, perfect it, change it, even pause it.
But you never stop it completely.
MARKETING
- Jay Conrad Levinson

2. Strategic
Marketing
Management
Re-Launch of INSE-GUARD

3. Introduction
• The presentation is about Re-launch of Inse-
Guard a mosquito repellent lotion by PeriDot
Products (Pvt.) Pakistan.
• We will Take you through
– Introduction of the company its products.
– Reasons for Failure of Inse-Guard.
– Re-launch.

4. Introduction of PERIDOT PRODUCTS
(PVT) LIMITED
• Company Name: PERIDOT PRODUCTS (PVT)
LIMITED
– (Formerly: Sara Lee Kiwi Pakistan (Pvt) Limited)
• Peridot Products (Pvt) Limited, is owned by
Gulistan Group of Companies one of the
biggest leading textile group of Pakistan.

5. Introduction of PERIDOT PRODUCTS
(PVT) LIMITED
• COMPANY’s LOCATION AND MANUFACTURING
FACILITIES
– Head Office:
• Lakson Square, Building No. 3, Sarwar Shaheed Road,
Karachi
– Third party Manufacturing Facility
• Backup Innovators
– S.I.T.E. in Karachi

6. MISSION STATEMENT
PERIDOT PRODUCTS
Create critical mass by acquiring bigger slice
of market share of existing product range
in a highly competitive market of
Pakistan.

7. Some products of PERIDOT

8. INSE-GUARD
Mosquito Repellant

9. INSE-GUARD Product Attributes
Product INSE-Guard
Appearance Clear Liquid
Fragrance Floral smell of solvent
Shelf Life 12 Months
Packaging 60 ml plastic flip top open bottle
Storage Room temperature
Safety & Health • Inflammable liquid
• Safe on Human Skin
• Avoid contact with eyes

10. Continuation / Discontinuation of
INSE-GUARD
• Based on the following points, we can
easily conclude that INSE-GUARD is a failure
product:
– Unsalable product.
– Least or negligible off take.
– Stock still full in warehouse.
– Complains from customers regarding product.
(size, cap)

11. Reasons for product failure
• Lack of Advertising techniques
• ATL Activities
– Less frequency of TVC
– Printed Adv just in Punjab paper (NAWA-E-
WAQT)
• BTL Activities
– Just POS promotion:
» Stickers / Posters, Mobile Hangers, Shelf
talkers

12. Press Advertisement

13. Reasons for product failure
• Weak Organization structure
CEO
GM SUPPY
CHAIN
GM
MARKETING
GM FINANCE
Marketing
Manager
Asst. Marketing
Manager

14. Brand Share
percentage
Source
MOSPEL 70% Abbott Laboratories
OFF! 10% S C JOHNSON
Miscellaneous local & imported products 20%
Total 100%
Reasons for product failure
• Imprecise Positioning in market
• Not sure about challenger or follower

15. Reasons for product failure
• Lack of consumer Awareness
• Not much benefits for retailers
• Ineffective monitoring of distribution
• Delayed Launch (November)
• Opportunity Lost (Dengue break through)

16. TVC of INSE-GUARD
• Ab Aaya Naya INSE-GUARD, Mosquito
Repellent
• Machar Laakh Chahy par Kaat na paaye
• AAB MILI DENGUE OR MALARIA SE
MUKAMMAL NIJAAT
• Dheemi Khushboo, Taiz Asar …!
INSE GUARD

17. Re-Launch
INSE-GUARD

18. SWOT Analysis
• Strength
– Brand name depicting its purpose.
– Additional Mildly Perfumed feature.
– The only Mildly Perfumed Mosquito
Repellent available in market.
– Competitive Price.
– Positive balance between Image &
Affordability to ensure its leading
position in terms of ‘Value for
Money’ in the Low Segment.
– Attractive appearance with easy flip
top open.
• Weaknesses
– Lower image ratings due to nil
consumer awareness.
– Non availability of product Vs.
competition.
– Weak and uncontrolled distribution
– Less A&P activities compared to
competitors.
– Less product life on shelves.
– Packaging weaknesses
• Bottle Size & Transparency
• Flip top Malfunctioning

19. SWOT Analysis
• Opportunities
– Introduction & Acceptance of new
products under same brand range
extension in household insecticides
through proper marketing.
– Growing trend of share/ sales in
household insecticides category.
– Increasing consumer awareness
about diseases caused by mosquito.
• National TV campaign against Dengue
• Threats
– Myriad of local & imported brands
available in market.
– Extensive A&P of Market Leader
– Bargaining power of distributers

20. SWOT Analysis
SO
Associate the fragrance factor with
safety from malaria and other
disease to get the advantage of
increased consumer awareness
WO
Increase A&P activities to increase
brand recognition which will help in
Building brand equity.
ST
Focus on trade relationship with
distributors and retailers to support
INSE-GUARD & build up
communication for future plans.
Strength Weakness
OpportunitiesThreats
WT
Maximize market penetration by
given trade discounts on bulk
purchase to retailers.

21. Marketing Mix
• Product
– Objectives
• New improved packaging
– Resize the bottle to accurate 60ml
– Issues with the flip top cap will be resolved at manufacturing end
– Strategy
• Ensure price maintenance as of competition.
• Achieve brand superiority over competition.
– Future Plans
• More SKU’s of INSE-GUARD
– Pocket size bottle (30ml)
• Explore demand for product range
– Wet tissues
– Candles
– Liquidator

22. Marketing Mix
• Price
– Objectives:
• Penetrate market with a competitive price , lower than most
competitors.
Brand Bottle Size Price
Abbott’s
Mospel
50 ml PKR 85/=
Johnson’s
OFF!
50 ml PKR 85/=
Peridot’s
Inse guard
60 ml PKR 75/=

23. Marketing Mix (Price) Cont’d
– Strategy:
• PENETRATION PRICING STRATEGY
• To become a low cost provider in mosquito repellent
category and at the same time maintaining the
differentiation.
• Sustain price by utilizing less costly value chain
activities.

24. Marketing Mix
• Place/Distribution
– Objectives
• Increase distribution of Inse-Guard Mosquito Repellent in urban/
rural areas of country with a major focus on urban areas of
Pakistan.
– Strategy
• Trade/ Wholesale Promotions and Retailer Loyalty Programs to
enhance trade recommendation and support.
• Special Promotions/ Trade Discounts for urban/ rural wholesalers
to support distribution improvements.
– Future Plans
• Specific budget will be planned separately for trade support to
enhance and sustain distribution levels

26. Distribution of INSE-GUARD Mosquito Repellent lotion
Distribution
EXPORT LOCAL
DISTRIBUTORS
WHOLE SELLERS RETAILERS
Consumers

27. Marketing Mix
• Promotion
– Objectives
– To identify the correct target market.
– To effectively communicate Inse-Guard to target
consumers.
– Strategy
• Frequency marketing strategy will be used to create a
recognition for INSE-GUARD on all type of media.
– ATL Activities
» Frequency of 10 sec TVC and Radio
» New Tag line
» Colored Printed Adv in Jang and Dawn
• BTL Activities
– POS promotion:
» Stickers / Posters, Mobile Hangers, Shelf talkers

28. “MACHAR BHAGAO KHUSHBOO LAGA KE”
New Tag Line

29. Selected Media Channels

30. THANK YOU
Tip: Customers buy for their reasons, not yours