Mm case3 ppt
- 1. Mortein Vaporizer: What lies beneath Brand positioning
- 2. Case overview Hari Panda, the brand manager of Mortein Vaporizer, is behind the product positioning and re-launching of the product in well- established and highly competitive market environment. In 1993, Mortein entered in Indian markets with the mosquito repellent coils. This entry made CAGR of 66 percent. In 2000, Mortein came up with new product Mortein Vaporizer mosquito repellent but faced stiff competition from new brands like Good Knight and Maxo. The improved approach towards media and trade changed which led the rise in the RB’s Market share from the Fourth quarter of 2002.
- 3. Reasons behind drop in Market value Negative impact created by advertising agencies. In 2000 the new brands good knight and Maxo entered the coil market, RB as the market leader in coil faced severe competition for the first time. When Mortein was focusing on dangerous diseases caused by mosquitoes good knight focused on protection against mosquitoes.
- 4. Mosquito repellent Market in India and the Scope of expansion for Mortein. As per the estimations made in 2011, For Urban Areas, 16.40 % were the people using Mosquito repellent For Metros, 22.60 % were the people using Mosquito repellent and For Rural areas, only 6.9% were the people using Mosquito repellent. The estimated market for mosquito repellent was Rs.8.25 billion, and expected to grow to Rs.39 billion therefore; the scope for growth was significant.
- 5. Exhibit 5 According to survey, people found the product as safer and easy to use and more Economical as well.
- 7. Brand Positioning and Changing Brand Perception for Mortein Positioning identifies the brand, Benefits, Points of Differences, Parity of product or line RB needed to obsess itself more with customers, discover unmet needs and seek to satisfy them. And more importantly, balance competition and customer orientations. Appealing and Acceptable to the customers and induce them to switch from other brands to Mortein, to generate Brand Attitude.
- 8. According to exhibit 8, Six objectives were identified To meet these objectives and to increase the market share Hari panda had adopted certain strategies which is 360 degree Activation. Effective communication for understanding the product for customers/consumers Impactful new packaging and Product innovation. Generate the product awareness among the masses with the support of media. The aim of advertisement is to communicate brand and product purpose effectively. In-store visibility, creative design and point of sales were emphasised. Improved product quality with technological advancement. Competitive pricing for price conscious customers.
- 9. Central Theme: Improved Product Fragrance and emphasize the Content 7x more powerful mnemonic Mom and Mortein, the home maker herself is advertising the product so that people would ensure the product or brand as caring, safe and gentle.
- 10. Thank you. Presented by: 84- Sandarbh khatri 85- Anurag Sarda 86- Snehal Shelke 87- Kashmiri Shinde 88- Shivam Sharma 89- Abhishek Shivnikar 90- Mayur Solanke