Situational Analysis Product FLITT (or, liquid insecticide) is a simple product that is cost effective and can be used

to cover a large area including habitats of insects like sewer-pipes, bathrooms, open spaces etc.

Industry India has a hot and humid climate, with poor sanitation and drainage systems. As per research agency ORGMARG 95 % of the household in India had an insect and (or) pest problem. Institutional bodies in residential complexes and the government bodies like municipality hired external specialist services for hygiene and pest control services. Consumer expenditure on health goods and medical services had gone up from Rs. 1,052 billion in 2005 to Rs. 2,068 billion in 2010. Consumers who could afford private, convenient and more effective measures go for open market insecticides. Hence it can be inferred that there is an increasing demand for household as well as institutional supply of insecticides.

Consumer Lifestyle: Due to enhanced governmental, non-governmental, and corporate-media campaigns, there was widespread awareness about malaria as well as several other insect borne diseases. Thus there was a growing inclination towards health care & sanitation among rural & urban consumers. There is a higher propensity to use branded products

Income: The urban buyers, mostly middle-class families with double incomes and having growing disposable incomes (Rs 41,773 per capita in 2009), were spending more towards better and healthier life. Hence it can be inferred that, the spending levels on hygiene in urban & rural areas have considerably increased. The rise in income of the rural poorer population, offers good opportunities for low-cost products and services.

Problem Statement The lack of flexibility in the operations, the inconsistent product availability and the workload of other products were cited as the key hurdles in the growth and management of this brand.

Objective Increase the turnover Improve the supply chain

Alternatives Revitalize the brand. Introduction of the new product variants. Pruning the product line. Allow the product to die its natural death.

Decision Revitalize the brand.

The central decision is to revitalize the brand because out of the various alternatives evaluated; this alternative meets most the objectives and goes in line with the strategy of the firm.

Brief Action Plan

Product: Only Aerosol & spray variants are available. The other formats that can be made available are coils, chalks which are more effective and have huge potential.

Price: The pricing strategy (i.e. cost + margin) is apt.

Promotion: Push strategy should be adopted to boost the sales of the product which goes in sync with the introduction of the dedicated sales team.

The package sizes are more than 350ml in size. This does not cater to the need of the rural market. Thus new package in smaller sizes should be made available. Also FLITT does not have a dedicated sales team as compared to its competitors.

Place: The existing distribution infrastructure would work as an advantage in favour of the brand.