KAPL solely created the liquid vaporizer mosquito repellant segment in India, gaining a market share of 69% by 1999 as the brand All Out. All Out was a pioneer product using Japanese technology and had premium pricing starting at Rs. 225, which was later reduced. KAPL's marketing mix included unique animated frog advertisements across various media and sales promotions. While the mosquito repellant market in India was expected to grow due to health awareness, concerns over chemical effects could hamper growth, and KAPL faced challenges competing against larger multi-product companies.

1. 'All Out' - Marketing a
Mosquito Repellant
Presented By:Shruti N
Murtaza I
Rizwan S
Shayada S
Varsha S

2. INTRODUCTION
All Out
• All Out was a brand of KaramChand Appliance Private
limited (KAPL).
• All out is a generic name for Liquid Vaporizers, a segment of
Rs. 4 billion (in 1999) mosquito repellant industry in India.
• KAPL solely responsible for creating this segment with a
market share of 69% in 1999.
• Being a small family owned company its success is
noteworthy as it managed to wrest market share from
corporate giants such as Godrej Sara Lee Ltd. & Hindustan
Lever Ltd.

3. Growth of All Out
Product
Price
• Pioneer
• Japanese Technology
• Product Quality
• Reliable and easy to use
• Premium Pricing
• Flexible pricing to accommodate market
Sentiments.
• From Rs. 225 to Rs. 135 to Rs. 99 to Rs.
54.
Marketing Mix
Place
Promotion
• Place is where KAPL is behind its
competitors.
• Out of 9 lacs outlet on 18% i.e 120
distributors.
• Unique advertisement – Animated Frog
• Video Cassettes, FM Radio, Program
Sponsor and sponsoring of songs, dance
and fight Sequence
• Sales Promotion viz Twin Pack, 99 pack
and deadly offer

4. •
WHAT LIES AHEAD market to
Analyst expected the Indian mosquito repellent
grow in 21st century.
• With improvement in literacy and health consciousness in
rural areas, the use of mosquito repellants was expected to
increase substantially in these areas.
• However, increasing concern over the harmful effects of the
chemicals like Allethrin in mosquito repellants on the health
of human beings was expected to be hamper growth.
• Criticism of All Out’s Advertising strategy and Extra MMR.
• KAPL biggest competitors were large multi-product
companies with financial muscle.

5. BACKGROUND OF THE SEGMENT
• India has a large and growing market for mosquito repellants as it is
believed that 225 species of mosquitoes are responsible for spreading
diseases such as malaria and dengue fever.
• In spite of the pervasiveness of the mosquito problem, the use of
repellants in India is fairly low.
– Urban Area – 16.4%
– Metros – 22.6%
– Rural Areas – 6.9
• In terms of value.
– Mat Segment – 51%
– Coils Segment – 21%
– Vaporizers Segment – 7%

7. WHERE MOSQUITO BREED

8. RACKETS
6 months free service
at selected retail
outlets

9. TIMED VAPORIZER MACHINES
Japanese Technology & Quality

10. CAPTURE THE COIL MARKET
COIL HOLDER

11. HEALTH PROTECTION
INDALONE
REPELLENT