MARKETING

MANAGEMENT

Insect Repellent Industry GROUP 4

Submitted to: Prof. Payal S. Kapoor
The Insect repellent industry is expected to grow
at a rate of 7.44% to cater to an emerging Submitted by: Anshul Sharma (251137)
demand for organic and electronic repellents
Anusha Gupta (251139)
particularly for flying insects such as
mosquitoes. This report discusses the Dhiraj Upadhyaya (251152)
environmental factors affecting the Industry and Ishan Nayan Pandya (251161)
competitive factors.
Payal Aggarwal (251174)
Siddharth Sharma (251190)
 PHASE 1

ANALYSIS OF OPERATING ENVIRONMENT AND COMPETITION

Product: Insecticides and Mosquito Repellents

The major macro-environmental forces affecting the Insecticides and Mosquito Repellent market can
be listed as under:
SOCIO CULTURAL ENVIRONMENT-
Traditionally, Indian consumers have been using methods to drive away mosquitos such as Mosquito
nets, Neem leaves, smoke from Agarbatti, Dhup and even some hazardous substances such as paper.
Consumers tired of Smoke
Mosquito coils are increasingly losing relevance as consumers are not happy with the smoke
that is caused by these products and that is why the industry has had to introduce coils which
give out relatively less smoke and a comparatively bearable smoke.
Focus on Comfort
Consumers are focused on driving away mosquitoes and also ensure their comfort in the
process. Consumers want a product that does not get in the way of their daily activities and
also does not cause them discomfort. Probably, this is the reason that Mats and Vaporizers
are more popular in urban homes which have closed enclosures and limited ventilation;
whereas coils are popular in rural and tier two and three cities and towns where spaces are
large and ventilation is not a problem.
Part of common Parlance
All out was one brand which became synonymous with vaporizers. It was so popular that it
replaced the official name for a vaporizer. So, instead of asking someone for a vaporizer,
people asked to be given an All Out. Such level of market penetration was only because of
several years of market dominance. The mosquito eating frog became a popular brand marker
for All Out, with highly popular TV advertisements. The animated frog created a unique
perception that the All Out vaporizer would get rid of mosquitoes as a frog does.
DEMOGRAPHIC ENVIRONMENT-
Income Level: Mosquito repellents are mainly popular in urban areas where affluence has allowed
people to want to get rid of mosquitoes and prevent diseases. 70% share of mosquito repellents are
purchased in urban areas, but this demographic is changing as the buying power of consumers
increases and cost of repellents keeps going down. The industry has always tried to target the urban
middle and upper middle income families.
Recently, brands such as Mortein have tried to focus on children and mothers to create a kind of
emotional image that these brands provide protection akin to that provided by a mother to her child.

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India is a lucrative market for insect repellent brands as it is a tropical country with problems of
sanitation and cleanliness which causes mosquito breeding. Also, India accounts for nearly 3% of the
worlds middle class.
According to NCAER, India has 267 million people classified under the middle class group. This
entire segment is a lucrative market for insect repellent brands.
ECONOMIC & POLITICAL ENVIRONMENT-
It is very important for a marketer to analyze the state of the economy before launching any product.
Nature of economic system of the country
Business Cycle
Socio- economic infrastructure
Economic state or condition:
The economic condition of a country refers to the current nature of the economy, stage of growth,
resource available in the economy. It is affected by the level of income in that particular economy.

The current state of the Indian economy can be stated as below:

Economic state GDP growth of 7.9 %

The Central government policies like Make in India and the its increased focus on improving
moving India up the ranks in ease of doing business are favourable for growth of business in the
country.
India ranks 130th out of 189 countries in world banks list of ease of doing business this ranking has
improved from the last ranking 142nd in 2015.

India has eased norms and procedures for starting a business and getting construction permits etc.

For the mosquito repellent industry its a very favourable time as the government is paying attention
towards the cleanliness (Swachh Bharat Abhiyan) and increasing awareness during the monsoon
season. Still 55% Indian households do not use any kind mosquito repellent products.

LEGAL ENVIRONMENT:
Introduction of insecticides in the country is subject to registration by the Central Insecticide Board,
an autonomous institution under the Ministry of Agriculture, Government of India. Insecticides, for
registration, should be safe to human health, wildlife and non-target species.
The Ministry of agriculture has enacted the Insecticides Act of 1968. Under this act, the use of this
insecticide should not harm any human being or any other animal/fish that the Central Government
wishes to preserve. The definition of the insecticide has been specified in a schedule accompanying
the act; however, the Central Government may revise it from time to time.
Under the Act, the government has listed down the following definitions:
(1) Insecticide Inspector: The Central Government or the State Government may appoint any
such officer which they deem to possess the technical skills for this job provided he/she
doesnt have any financial interest in the company under question.

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 The Inspector has the power to search the premises of any manufacturer or importer at
any given point in time.
Make copies of the documents or seize them if he has a reasonable doubt to believe
that the rules of the Act have not been followed.
To stop the distribution of sale or use of any insecticide.
(2) Label: A label is any written, printed or graphic matter on the immediate package.
(3) Licensing Officer: A licensing officer maybe appointed by the government and the
government also specifies the jurisdictions of such officers.
(4) Registration Committee: The Central Government shall constitute a registration committee
which will register the insecticide after scrutinizing the materials and the formula of the
insecticide.

Any person who wishes to import or manufacture any insecticide has to apply to the Registration
Committee of such insecticide, after due inspection by the government and payment of a fee
specified in the Act, the Registration Committee will then allot a registration number and issue a
certificate of registration.
After registration, the company willing to import or manufacture an insecticide also has to apply for
a license to the licensing officer.
The Act has also stated the conditions under which any insecticide maybe misbranded. They can be
listed below:
(1) When the label statement, design or graphic which is false or misleading
(2) When it is an imitation
(3) When the label doesnt contain any caution which is required for usage.
(4) When any declaration which has to be stated under this Act has been written in a conspicuous
manner.

Apart from misbranding the also lists down the conditions where in it might prohibit the insecticides,
these are stated below:
(1) When the manufacturer or importer is selling misbranded insecticides.
(2) Violation of a condition with which the insecticide has been registered.

Any violation of the provisions stated in the Act is a punishable offence with a term of up to 2 years
in prison and a fine which may extend to 2,000.

GOVERNMENT ENVIRONMENT:
The Ministry of Agriculture regulates the manufacture, sale, transport and distribution, export,
import through the Insecticides Act 1968. The Central Insecticides Board (CIB), advises the
Central and state governments on technical matters. The Union Ministry of Health and Family
Welfare monitors and regulates pesticides residue levels in food. It also sets maximum residue limits
(MRL) of pesticides on food commodities.

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Sector Initiatives Taken by the Government:

The government has allowed 100% FDI through the automatic route.
It has also de-licensed the manufacturing process of pesticides.
The government has also set up the Central Insecticides Laboratory for pre- and post-registration
verification of properties. India has a network of 46 quality control laboratories for pesticides with
the capacity to analyse more than 60,000 samples every year.
The government is promoting research on the use of alternative and safe pesticides using neem
seeds.

(1) Preservation of ecosystem

(2) Conservation of biological diversity
(3) Improved water quality both ground and surface water
(4) Propagation of receptive models for development, promotion and conservation of biologically
diverse bio-pesticides as an alternative to persistent organic pollutants (POPs) pesticides.

TECHNOLOGICAL ENVIRONMENT:

Technological environment provides both opportunities and threats, and its impact is direct as well
as indirect. Certain aspects to which a marketing planner should pay attention are;

High expenditure on research and development

Concentration on product improvement and development
Unlimited innovations in technology
Accelerating pace of technological change and
Greater emphasis upon the regulation of technological change

Earlier mats and coils were the only source of mosquito repellents. But as these had side effects so as
a result, companies came up with vaporizers. Vaporizers contain Allethrin which was tested
dangerous and harmful for skin, eyes, respiratory and nervous system. So, as the literacy rate
increased consumers are moving towards organic home insecticides.

COMPETITIVE BEHAVIOUR:
1. Market Situation
Mosquito repellents market in India is worth more than 8700 crores as on March 2016. The urban
share of the market constitutes 70% of the market. The scope of growth and expansion for the
product category lies in the rural area.
The Government is tying up with NGOs to educate and promote the use of mosquito repellents for
health and well-being of people. There are 9 lakh outlets in India that sell these products. 55% of
stores display Reckitt Benckiser products where as 54% display Godrej products. Currently, the
industry has CAGR (compound annual growth rate) =7.44%. The product offerings in this category
include coils, vaporizers, sprays, mats and others (creams, oils and nets).
2. Market Structure:

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The market structure of this product category is monopolistic competition. The products are
characterized by price and product differentiation.
3. Major players of the industry:
The major players of the market are:
(1) Godrej,
(2) Reckitt Benckiser,
(3) SC Johnson
(4) Jyothi laboratories.
The top three products in this industry are Mortein, Maxo and Goodnight.
Godrejs Good Knight is the leader in mats with 51% of the market share, it is followed by Reckitt
Benckisers Mortein with 14.4% and SC Johnsons All Out at 13.8%.
In the segment of coils, Reckitt Benckisers Mortein is a leading brand with 39.2% market share
followed by Jet and Good Knight at 14% and 12% respectively.
In vaporizers SC Johnsons All Out is leading by 61% market share and it is followed by Good
Knight at 21%.

Market Leader: Godrej (52.4% market share)

Market Follower: SC Johnson(17.3% market share)

Porters Five Forces Model

Factors Degree Remarks
Industry Rivalry High There are high net worth
companies like Reckitt
Benckiser; Jyothi laboratories
operating within the mosquito
repellent Industry with multiple
brands and products. Because,
it is a low involvement product,
the consumers are not very
brand loyal and hence it is easy
to shift to another brand.
Bargaining Power of Low The main chemical component
Suppliers i.e. DEET and Allethrin.
IndiaMart.com has listed 7-8
suppliers of both these raw
materials. Since major users of
these products are low and
hence if they shift from one
supplier to another, the supplier

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 stands to lose a big market.
This makes the bargaining
power of the suppliers low as
the brand can shift to another
supplier.
Threat of New Entrants Low The industry has always been
moving towards better
products. For e.g. - Odomos
from Dabur came up with
cream based repellents and
more recently the surge of
electronic racquets. However
legal barriers and compliances,
act as a barrier to entry.
Threat of Substitutes Low Apart from home remedies and
Chinese electric racquets, there
are no potential substitutes in
this category.
Bargaining Power of Buyers High The industry has multiple
brands/players so consumers
can influence the brands to
provide products as and how
they want to use. Eg- Brands
have moved to organic variants
on consumer insistence.

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 PHASE 2
CONSUMER BEHAVIOR AND SEGMENTATION TARGETING

In this phase of the project, on the basis of our interaction with the consumers we attempt to
understand the reason for purchase of the product, defined stages in the production process, factors
influencing the consumer in the stages of the product process and consumer roles in the purchase
process.
The Survey Form can be found as attached on the next page:

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8
9
After interviewing multiple respondents and floating a Google doc. form, our analysis of the
consumer data can be stated as below:
Reasons for purchase of the product:
The primary reason for the buying any mosquito repellent is prevention of diseases like Malaria,
Dengue, Chikungunya etc. During the monsoon season, when the threat these diseases increases due
of breeding mosquito grounds, the sales of mosquito repellents witness a surge in sales. While
consumers buy this product throughout the year, the need for the product increases with increased
warnings issued by the government and the marketers of this product.
Other reasons why consumers buy mosquito repellents include the following:
To avoid irritation caused by the bite: The mosquito bite causes irritation and a telltale red
bump which is a cause of inconvenience for many consumers. It causes disruption of sleep
and excessive scratching also leads to wounds.
General Hygiene: General hygiene is also a factor which leads consumers to buy mosquito
and insect repellent products.
Defined stages in the purchase process:
1. Need recognition/Problem recognition:

The need recognition is the first step in the buying process. If there is no need, there is no
purchase. This recognition happens when there is a difference between the consumers actual
situation and the ideal and desired one.
In case of mosquito repellents, as noted above the need can be categorised as a safety need
i.e. a need to protect oneself from physical and mental harm.

2. Information Search:
After identifying the need customer tries to gather information which will help him bridge the
gap between his current situation and his desired situation. The information search can be
detailed or not based on the product type, category and the consumers involvement in the
purchase of the product.
The information can be categorized as:
Internal information: The information in the consumers memory or his past
experiences from the usage of the product and his opinion of the brand.
External information: This is information is obtained by the consumers from friends
or family, by reviews from other consumers or from the advertisements.
As per our interaction with consumer we found that in case of mosquito repellent, consumers get the
information from advertisements and on basis of that they form the opinion and another conclusion
was previous experiences.
3. Evaluation of Alternatives:
Upon collecting the information, the consumer evaluates the different alternatives available to him in
the market and chooses the one he thinks is best for him.
Alternatives can be evaluated on two aspects:
Objective Characteristics - such as the features and functionality of the product
Subjective characteristics- perception and perceived value of the brand by the consumer or its
reputation.

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 Each consumer does not attribute the same importance to each characteristic for his/ her
decision.

The process continues and further gets classified into three sets:
Evoked set - is the set of brands or products with a probability of being purchased by the
consumer (because he has a good image of it or the information collected is positive). In the
category mosquito repellents, the evoked set would include the following:
Good Knight Mosquito Repellent Liquid
All Out Mosquito Repellent Liquid
Mortein Mosquito Repellent Liquid
Odomos Mosquito Repellent Cream
Good Knight Mosquito Repellent Cream
Himalaya Herbal Mosquito Guard
FabIndia Mosquito Repellant Spray with Natural Oils
Kavach Mosquito Repellant Patch
Bug Off Mosquito Repellent
Hit Spray for Insects and Mosquitoes

Inept set - The set of brands or products that have no chance of being purchased by the shopper
(because he has a negative perception or has had a negative buying experience with the product
in the past).
Inert set - is the set of brands or products for which the consumer has no specific opinion.
The higher the level of involvement of the consumer, the higher the number of solutions the
consumer will consider will be important. On the contrary, the number of considered solutions will
be smaller for a regular purchase.
Mosquito repellents are an FMCG product and hence the level of involvement in the purchase is low.
On the basis of the consumer data collected by us, 73.3% of the respondents buy the second
alternative if the brand they desire is not available in the market.
4. Product Decision:
Now that the consumer has evaluated the different solutions and products available in the market, he
will be able to choose the product or brand with the highest value proposition. The decision will
depend on the information and the selection made in the previous step based on the perceived value,
products features and capabilities that are important to him.
But a consumers for mosquito repellents also depends on other factors also like:
Availability of a promotional offer.
5. Post Purchase Behavior:
On the basis of our interaction with the consumers they accept the fact that repellents never
completely eliminate mosquitoes or insects because the breeding of mosquitoes depends on the
weather and the surroundings. However, the consumer uses these products to get daily relief or they
switch to different products in the category.
Factors influencing the consumer in the stages of the process:
1. Cultural: This vector describes the influence of culture, subculture and social class the
purchase process. The factors influencing consumers needs and desires for buying insect
repellents are:

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 a. Cultural and societal environment: In India, the culture of inviting guests over is
prevalent, the house and the cleanliness of the house is a matter of pride for the host.
In such a situation presence of cockroaches, ants and mosquitoes impacts the social
status of hosts. This influences consumers to classify their needs as basic, expected
and augmented.
b. Subcultures: It includes religions, ethnic groups, gender, etc. Home insecticides are
largely bought by female section of the society.
c. Social Class: Among the social class we define three classes: Lower class, middle
class, and upper class. For the lower income group price is an important component of
the buying decision. They prefer to buy coils and mats as they are the cheapest and
easily available. The middle and upper class prefer newer products because they have
a disposable income.
2. Social: This factor describes the influence of reference groups, family, social roles and status
on purchasing needs of consumers. Reference group has an initiator, influence, decision
maker, and buyer.
Initiator is the one who suggests different products. In this product category an initiator
would be a consumer who is facing a mosquito/insect menace at his/her household or
workplace.
Influencer influences the decision making of the consumer as to which product to buy. The
family also influences a lot in selecting the type of insecticides as it has to be used mainly by
family members who might look for different aspects and features in their insecticides. Each
family member may have different desire to buy insecticide of different brands so they
influence to buy their choice of product.
Decision maker is the consumer who is consuming different home insecticides.

Personal: This includes factors such age, lifestyle, purchasing power of consumer, personality and
self-concept. Age plays an important role as consumers of age group 20-40 prefer to buy insecticides
having less impact on their health, organic in nature, having better technology and so they are ready
to pay little more for the features.
Whereas consumers above 40 years of age people rely more on conventional products like
vaporizers, coils, etc.
Purchasing power of consumers also plays an important role as it defines the category, brand and
type of product consumer can buy.
Lifestyle influences the behaviour and purchasing decisions. Consumer having a healthy and
balanced lifestyle would buy preferred to buy insecticides having an organic content in them.
Psychological: Here the factors are classified in 4 categories: motivation, perception, learning and
beliefs and attitude.
Motivation is what drives the consumer to buy products. Motivation to buy insect repellents comes
from safety needs and basic psy Perception helps consumer to select, organize and interpret the
information he has about the product. The consumers perception influences him to buy the product.
Learning implies the change in behaviour of consumers based on his experience. So consumers are
slowly shifting from coils and vaporizers to fast cars. They have been influenced by their past
experience and they are trying to experiment with new feature like, moving towards organic based
insecticides having pleasant smell and which are less suffocating.

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Segmentation and Targeting:
The insect repellent industry in India since its inception has been focusing solely on the repellent
aspect of the product. There is high competition among existing brands and the products offered by
them are not very well differentiated. Upon interview of respondents, we discovered that there are
several need sets which are not being fulfilled by the existing products. These needs relate to the
situation where the insect has already bitten the consumer. Presently, there are no products in the
market which cater to the curative need of the consumer.
On the basis of the responses received we have been able to identify the following need sets of the
consumer:

Prevent
Insect Bite
Related
Problems
Natural
Hygiene
Ingredients

Market
Prevent Segments Fragrant
Infections for Insect Smell
Repellents

The above needs have been classified as the most important needs that consumers want from this
product category.
Prevent Infections-
Consumers have a very important expectation from insect repellents that they will be
effective in preventive life threatening infections caused by mosquitoes and other insects such
as Dengue, Malaria, Chikungunya, etc. Since, India has an abundance of insects and per year
the numbers of cases of such illness keeps on increasing, people want to safeguard
themselves from these infections.

Soothe Irritation-
Many respondents felt that even after using insect repellents, there were instances when they
ended up with an insect bite. The respondents feel a need for a product which helps them
soothe the irritation and pain caused by insect bites. Some insects like wasps and bees, have a
very strong venom which causes excruciating pain. Thus, consumers feel a need to soothe
their pain after the insect has bitten. Sometimes, insect bites can be so irritating that they may
even hamper a good nights sleep. Thus, consumers want their product to provide them a
degree of comfort and convenience.

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 Hygiene-
Insects are one of the filthiest and dirty organisms which thrive in dirt and filth. This is also
one of the reasons why they cause so many diseases and infections. Cockroaches, flies and
other insects are carriers of bacteria and viruses which are dangerous to human health. Thus,
the respondents felt the need to maintain hygiene in their surroundings.

Natural Ingredients-
Most insect repellent products have harmful chemicals as their primary ingredients such as
DEET. Inhalation or exposure to such chemicals is very dangerous to humans, especially
children. Thus, the respondents feel that there is need for products which use natural
ingredients.

Prevent Insect Bite Related Problems-

Apart from causing pain, insect bites can also cause harm in other ways such as causing
redness, rashes and unnecessary marks on the skin. Such marks are undesirable to the
respondents, as they cause scratching, and are not pleasing to look at. Women, in particular
find that they have aa need to deal with the marks caused by insect bites.

Fragrant Smell-
Most products in the market are chemical based and thus, the smell emanating from their use
is unpleasant and causes great discomfort. Inhalation of the chemicals is also particularly
harmful for children and can cause serious health problems such as asthma. Also, the
respondents feel that the smell is suffocating and intolerable. Thus, they feel that the product
should have a pleasant fragrance which does not drive them away.

The following customers can be identified with similar need sets:

Women respondents felt the need to prevent infections, Rashes and other skin related problems from
insect bites. They also felt the need to have a fragrant smell and natural products used in their
products, making them skin friendly.
Children have the need set to protect them from infections, soothe the irritation caused by the
insects, maintain hygiene and use of natural products which makes it safe for them to use. Also, it
should have fragrant smell to ensure that children do not inhale the harmful chemicals.
Elderly, like children have weaker immune systems and want protection from infections, fragrant
smell so that they do not have to inhale harmful chemicals. They also want to include natural
ingredients as this is a conscious category towards the use of chemicals in products.
Market Segmentation can be done on the basis of the following factors:

DEMOGRAPHIC LIFESTYLE MEDIA HABITS

The demographic of Typically, certain types According to the survey

people purchasing
the insect repellent
products is quite
universal as it is a
utility and necessary
item. All the age
14
of products are
purchased by certain
income and lifestyle
groups.
conducted, people usually
get to know about
repellents from sources
such as TV
advertisements, Print
Media such as
 groups exist under Low cost products such Newspapers, Magazines,
the demographics, as as coils are purchased etc. and a small share also
the products offer a and preferred by price getting to know from
solution to save sensitive and Lower Internet Advertisements.
oneself from Income group Since the user
diseases. Insect consumers because demographic is universal,
repellents can be they provide longer different consumers use
classified as a usage cycles, while different sources of media
necessity product as also being effective at such as TV, Print Media,
the problems affect the same time. These Radio, Internet, etc.
across all ages and consumers may not be Internet is fast emerging
genders and there is able to afford the cost as a prominent choice for
no single of purchasing new media consumption,
demographic which refills again and again. especially by the Youth
has a more profound Liquidators, Mattes and even is fast tapping
need for the product. and Flash cards are other demographics as
However, Children preferred by the well.
are one demographic Middle and other Television and Print
which can be Higher Income Media are the two
targeted strongly as groups because they conventional sources of
they have weaker are comparatively media consumption of
immune systems shorter life cycle and consumers and still
which makes them also cost more than the continues to be quite
more susceptible to coils. Also, they popular.
diseases and puts provide smoke free
them at greater risk. feature which is the
However, the buying charge for the premium
decision is carried over coil based
out by the parents on products.
behalf of the Aerosols are meant for
children. usage over a wider area
and are targeted
towards households,
businesses and other
establishments, where
a larger insect problem
exists. Again, this
product is also targeted
towards middle and
other higher income
groups.
Cream or gel based
skin applicators are
preferred by
households and
children in middle
and other higher
income groups.These
products are generally
higher in cost and thus,

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 their usage is limited to
the above income
groups. This type of
product is also used by
enthusiasts such as
campers, travellers,
etc.

Target Segment:
The mosquito repellent market in India is worth more than Rs 3,200 crore, and it is dominated by
four major players Reckitt Benckiser, Jyothi Laboratories, Godrej Sara Lee, and S C Johnson.
Other players in the industry include Balsara Hygiene, Bayer, and Tainwala Chemicals. The top
three products in the mosquito repellent market are Mortein, Maxo and Good Knight.
Growth Drivers of the Industry:
Growing incidence of mosquito borne diseases
Rising health consciousness
Rising awareness and literacy levels
Market Segment:

Mosquito
Repellent
Market

Coils Vaporizers Mats Aerosols and

Creams

The urban share of mosquito repellents is 70%, which shows that with increasing affluence among
the urban population, more and more people are purchasing mosquito repellents as a precautionary
measure against diseases spread by mosquitoes.
There is ample scope for the growth of the mosquito repellent market in India because the
distribution network for these products is low. There are 9 lakh outlets in India that sell mosquito
repellents; however, only 55% of the stores display Reckitt Benckisers products whereas 54% of the
stores display Godrej Sara Lees products. This shows that there is scope for greater distribution by
these companies in the country.
Due to this scope of growth in the product category there is a mass segment in both the rural and
urban areas. The target segment can include:
Homemakers of the family: Homemakers of any family, generally females in India would
be an ideal segment for this product category. Since, they are the ones who make the

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 decisions related to this product category. This segment of the society also relies on word of
mouth and television advertisements for purchase decisions.
Rural markets: Due to lack of cleanliness in the rural parts of India and massive open lands,
mosquitoes pose a big problem. An affordable product in this category would not only
increase the sale of the company but all increase penetration in the market.

__________________________________________________________________________________

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 PHASE 3
PRODUCT AND COMMUNICATION STRATEGY
From the learnings of Phase 1 and Phase 2, we have developed a product under Godrejs
GoodKnight Naturals brand- GoodKnight Naturals Soothe Stick. It is a multipurpose stick based
applicator for usage against pain caused by insect bites, as an antiseptic and an antipruritic.
The product has the following features and characteristics: -
Design & Features-
o Product is Analgesic, Antiseptic, Antipruritic, Topical Analgesic and First Aid Antiseptic.
o Provides relief from insect bites and stings.
o Soothes Skin Irritations and Scratching.
o Cylindrical, Stick based Applicator design.
o Roller mechanism to pull the contents in and out.
o Small surface area ensures easy application on any area of the skin.
o Safe to use on the face and sensitive areas of the skin.
o Does not melt under heat conditions.
o Natural ingredients like Eucalyptus extracts, menthol and natural fragrances.

Safety Instructions-
o Keep away from the reach of children.
o Not to be swallowed.
o Keep away from eyes.
o Do not throw into fire.
Directions for usage-
o Clean the area to be applied on.
o Apply to bite area generously until the entire area is covered.
o Wait for 10-15 minutes and if pain persists, reapply to the affected area.
o For bees, wasps and ticks, remove stinger before applying.

Product Comparison with Competition-

Points of Parity: Borolenes Suthol
Antiseptic, First Aid
Natural Ingredients (However, not strongly marketed on those lines).
Soothes Skin Irritations.
Points of Differentiation: Borolenes Suthol
Soothe Stick is a solid form, stick based applicator, whereas Suthol is an antiseptic liquid.
The solid form applicator is better as its not messy and leads to more efficient application.
Eucalyptus is the major ingredient in Soothe Stick which is not used in Suthol.

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 Suthol does not provide relief from insect bites and stings. Pain relief from insect bites is the
basic benefit of Soothe Stick.
Natural Fragrances like Jasmine, Rose, Lemon, Sandal etc.

The GoodKnight Naturals Soothe Stick does not have any direct competitors, however,
Suthol is a competitor, with which the product shares some Points of Parity. However, Suthol
functions in a completely different market than the intended market of GoodKnight Soothe
Stick, which serves the primary function of providing pain relief from Insect bites and stings.

Kotlers 5 Levels of Products

Core Product- Pain Relief

and Protection from
Infection
Basic Product- Stick
based applicator, Natural
ingredients

Expected Product-
Instant Relief

Augmented Product-
Natural Fragrances

Potential Product-
Prevent infections like
dengue, malaria,
chikungunya

Core Product- The core product is the basic function of the product and the main purpose for which
the product is meant. The core product of Soothe Stick is Pain relief and protection from infection.
Basic Product- The basic or the generic product is the stick form factor and the solid form antiseptic
and use of natural ingredients.
Expected Product- The expected product is what the consumer expects from the product. The
expected product of the Soothe Stick is the instant relief function of the product.

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Augmented Product- This refers to the additional factors that set the product apart. For the soothe
stick, the augmented product is the variety of fragrances that it comes in.
Potential Product- This is about the potential evolution that can be made to the product. For, Soothe
Stick, the potential product would be the ability to stop insect borne infections like malaria, dengue,
chikungunya, etc.

Market Leading Brands Analysis

In India, many areas are seriously affected by mosquitoes and insects and annually a number of
people die due to the diseases transmitted by mosquitoes and other insects.
We observed 22,079 cases of dengue in 2015 in India and many of these cases resulted in deaths.
Like Dengue there are many more diseases caused by mosquitos and many of them result into
deaths.
To control the threat there are many products available in the market, All Out and Mortein are one of
the top brands in the category of mosquito repellents and both of them offer most of the products
mentioned below.
- Liquid Electric,
- Aerosol,
- Card,
- Coil,
- Lotion.
We will try to identify few of the properties associated with these two brands.
Differentiation:
Brand differentiation is the means by which your brand is set apart from the competition, by
associating a superior performing aspect of your brand with multiple customer benefits.
All OUT MORTEIN

First manufacturer of Liquid Vaporizers. First manufacturer of the spray.

Mosquito mortality rate (All out claims that it

has more MMR than its competitors in the
market.

Brand Positioning:

Brand positioning refers to target consumers reason to buy your brand in preference to others.

In Case of All OUT

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 All OUT MORTEIN

The tag line used by All Out was Machharon Loveable rogue Louie the Fly, synonymous
ka Yamraj (the killer of mosquitoes). with the name Mortein, has been on television
since 1957

Maccharon pe vaar, surakshit parivaar

Unique Brand Element:

Brand element helps:

- Enhance brand awareness.

- Enhance associations
- Encourage positive emotions and feelings.

All OUT MORTEIN

Animated Frog Louie

Target Group

- Target group for these brands are everyone, depending upon their income level they chose
different product offerings.

All OUT MORTEIN

Urban and rural population Urban and rural population.

Annual Report Analysis of Godrej

The company introducing the new product in the product category is Godrej. A study of the annual
report of Godrej brings out the following figures:

Annual Turnover: 4,748.19 crore (Net of excise)

Amount spent on Advertising, Publicity and Sales Promotion: 753.73 crore
% of total turnover spent on Advertising, Publicity and Sales Promotion: 15.87%
The Godrej products in the mosquito repellent category are built on promise of protecting happy
moments. Good Knight is the highest penetrated brand in the category in India, reaching 74 million

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households. It introduced a low cost product under the same brand name fast card which aims to
tap the rural market in India.

The Good Knight liquid vaporiser sales cross 1,000 crore. Good Knight Neem Activ+ Low Smoke
Coil has been a runaway success in both rural and urban areas, within the first year of its launch. The
reason for this has been the marketers ability to capitalise on the Indian market mindset of using
herbal and natural products.

Subah bolo Good Knight, an awareness campaign to create awareness in the market about used by
the company helped it strengthen its position in the market.

Godrej is a leader in aerosols market, focusing on killing pests and offering great efficacy. In an
attempt to connect with the consumers and tapping the growing internet market, they also launched
HIT Track, The Bite App which helps users stay informed about dengue and malaria prone areas
in real time.

The company partners with Afaqs (advertising agency) to develop unique content for its
advertisements.

Target Audience:
The urban share of the product category is almost 70%, which is increasing since more and more
people are buying the repellents as a preventive measure from diseases caused by insect bites.
Godrej has always targeted the middle and upper class people. Its focus has been on family and their
attributes. Godrej with its products like Good Knight and Fast cards has successfully reached about
74 million households almost 54% of the total population.
So the focus will be on the urban population belonging to middle and upper class.
We will target on the family aspect that Godrej focuses on.
We will also target consumers of age group 20 - 35 as this age group consumer is keen in
using new products that help in preventing any effects of skin and are peculiar about their
safety from diseases.

Brand Positioning

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Creative Strategy of Communications
Awareness-
Since the product category is a new launch in India, there is a need to create awareness among the
people about the features and benefits of the product. Awareness can be created by advertising in
newspapers, television, holding press conferences.
Message Strategy-
The message strategy should mainly focus on the care aspect that the product and brand associates
itself with. The GoodKnight brand focused on the images of children, family and the need to stay
protected. The delicate image of children and families is quite prominent in the advertising
communication of GoodKnight. The GoodKnight Naturals brand should focus on promoting its
closeness to nature and will employ tactics to communicate the message that GoodKnight is now
closer to nature and is committed to protect the consumers through products which have ingredients
that are directly sourced from nature.
Select Channels-
TV, Radio, Print Media. Mass Media is more important as primary motive is to spread awareness.
Establish Budget-
The company should focus on seasonal advertising for the brand, because generally, insects and
insect bite problems originate mainly in the rainy seasons and in seasons with high humidity and
moisture. Thus, advertising expenditure should be increased only in anticipation of months like June,
July, August, September and October.

Media Mix-

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Thus Godrejs Media mix should focus heavily on Television, Newspapers, Radio which are mass
media channels. Radio and Television jingles should be in sync with each other so that the same
message gets transferred everywhere and increases the recall of the consumers.
In a non-traditional approach, Godrej has an app Hit Track, the bite tracker app. This app can be
leveraged to inform customers about our latest product and thus add to the awareness dimension.

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