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CASE
describes a real-life situation
faced, a decision or action
taken by an individual manager
or by an organization at the
strategic, functional or
operational level
ari Panda, the brand manager of Mortein Vaporizer, could not keep his
mind off the challenges faced by his brand even during an official gathering
of colleagues at the Golf ground in Bhubaneswar. He detached himself from
the group and went for a quiet stroll as others were busy discussing the game. Hari
wondered if there was something seriously wrong with Mortein vaporizer. Despite
the fact that consumers associated Mortein with Power, the equity was not somehow
getting transferred to the vaporizer format. Mortein was not doing very well and was
a distant number three in the vaporizer market behind All Out and Good Knight
which dominated the market. Later in the week, he was supposed to submit his recommendations to the Marketing Manager of Reckitt Benckiser (RB), India on a strategy to
improve the current situation.
KEY WORDS
Mosquito Repellant Market
Brand Attitude
Advertising Campaigns
Marketing Strategy
Positioning
Hari wanted to understand how brand Mortein was being perceived by consumers.
He always thought he knew a lot about his consumers. This was perhaps the first time
he realized that it was not enough. He wanted to have a thorough understanding of
the market and its audience. Some, including the Vice President, Marketing, at RB
India, had expressed reservation about the communication of Mortein vaporizer. They
felt that the existing communication was ineffective; on most occasions, it was not
clear as to what response it was creating in the consumers minds. There was a different set of opinions on whether the present negative motivation like fear should be
retained. Some advertising agencies had described Mortein as a negative product
because of its association with irritation, helplessness, worries, and fear of diseases.
Hari wondered if the motivation was really negative. He was expected to evaluate the
proposed campaign scientifically. Would things be different given the fact that consumers might not be attaching much importance to buying such a product? At a deeper
level, Hari was worried about the brand attitude of consumers towards Mortein vaporizer. He seemed convinced of including brand attitude as one of the communication objectives but was not sure how to create or change the brand attitude.
COMPANY BACKGROUND
Mortein was first manufactured as an insecticidal powder in the 1870s by J Hagemann,
a German immigrant to Australia. It is said that Hagemann himself came up with the
name Mortein, with a little help from his French wife. The famous name is a combination of the French word mort (dead) and the German ein (one)1.
Motivation
Brand Promotion
http://www.mortein.com.au/about_mortein.php
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http://www.niir.org
Mat Vaporizer
Mortein Spray
Mortein spray was a unique spray with the power of 2
cans in 1 to protect ones family from disease-causing
mosquitoes as well as cockroaches. Its new fast spray
technology could kill insects two times faster and kept
them away for a long time. It was available with a pleasant fragrance.
Mortein Coil
Mortein PowerGard Power Booster coil was available in
a unique hexagonal shape which was thicker at corners
and released power boosters every half hour. RB claimed
that it could knock down even the toughest mosquitoes.
Each coil lasted up to 12 hours. It was available in a pack
of 10 coils.
Liquid Vaporizer
Launched in 1999, Mortein vaporizer (vaps) was a nonserious category for RB till 2004 when it was relaunched.
The relaunch was accompanied by new and more attractive packaging, new and more effective machines, and
new media plans.
Mortein Vaporizer
http://en.wikipedia.org/wiki/Mosquito_coil
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powerful as compared to ordinary vaporizers. Its formulation was claimed to be one of the best in the market. It
was effective against both mosquitoes and houseflies. It
also came with a Mortein PowerBooster gadget with sliding power control for effectively controlling varying number of mosquitoes. It was available in three SKUs 45
nights refill + machine combipack, 45 nights refill, and
60 nights refill.
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All Out
All Out had almost become a generic name for liquid vaporizer in the mosquito repellent industry in India. KAPL
was responsible for creating this segment. Within a de-
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Good Knight
Good Knight, a brand owned by GSLL, was another major player in the mosquito repellent arena. Good Knight
grew from strength to strength launching mats followed
by liquid vaporizers, coils, lotions, and aerosols.
There was a remarkable difference between Good Knight
and other brands in the category. Good Knight simply
stated that it protected against mosquitoes while every
other brand talked of killing them. This non-violent approach of Good Knight was at the heart of its brand value.
The brand saw itself as a safe, gentle, effective, dependable and unobtrusive protector in complete harmony with
the housewife and her home.
Good Knight enjoyed enormous equity with consumers.
Starting with its great nights begin with Good Knight to
protecting happy moments, the journey had resonated
with a deep understanding of consumer needs.
The brand had created a three-pronged strategy identified by the key differentiators, namely Good Knight Advanced, Good Knight Naturals, and Good Knight base
range.
Good Knight Advanced promised to give technologically
advanced solutions to overcome the key format barriers
with products like double power active+system for refill, advanced low smoke alternative in coils, and a
pleasant experience aerosol.
Good Knight Naturals promised to tackle consumers
concerns of safety through products having a blend of
active and exotic natural ingredients that lent reassurance of safety.
Good Knight base range was the already existing care
imagery of the brand. The first two platforms added to the
base range.
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Mortein PowerGard
As a part of the overall strategy, it was planned to relaunch the brand with a new and superior formulation
under the name Mortein PowerGard (Exhibit 6). The product would have almost double active content (1.6% TFT
as against 0.88%) and would be proven to provide best
protection against mosquitoes. Apart from this, there
would be many additional features like a new superior
fragrance, a possible differentiator for the brand. According to the consumer survey, this was a very important
benefit sought by the consumers.
Hari decided that there should be an improvement in the
packaging. Lustrous golden colour packs with shining
arrow, which would be an inseparable part of the image
armour for Mortein, will be used to communicate the increased strength and newness of the product while also
promoting its efficacy. Hari knew he would have to back
all this with an effective communication plan wherein
the focus would be on driving forth the new offerings to
the consumers and to establish Mortein as a superior product in the market. By then, he was very clear in his mind
as to what should be his course of action and he knew
that one thing would lead to the other. Most at RB felt that
360-degree activation very well met the purpose of communicating product update, with strong media support
and facilitating an effective communication. Hari started
working on identifying the task and objectives of the 360degree activation (Exhibits 7 and 8). After giving a lot of
thought to it, he realized that the task which 360-degree
activation had was to establish that New Mortein
PowerGard was a superior product than its competitors.
He was banking on the new communication titled Mom
and Mortein to be released (Exhibit 9). Was it not taking
a different path? Was this campaign aligned with the
current perception of consumers about the brand? What
about the audience for this campaign and motivation
shown in the commercial? He felt that these campaigns
could be a good beginning to build the future path for the
brand.
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Aerosols
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2008
2009
2010
2011
2012
2013
1,529.7
7,274.6
13,146.9
893.8
22,845.0
1,687.3
7,771.8
13,415.7
908.6
23,783.3
1,844.6
8,258.3
13,662.5
921.9
24,687.2
1,998.5
8,709.3
13,890.1
933.6
25,531.5
2,145.6
9,115.5
14,094.6
943.5
26,299.2
2,285.0
9,465.5
14,261.5
951.6
26,963.7
2008-13 CAGR
2008-13 Total
8.4
5.4
1.6
1.3
3.4
49.4
30.1
8.5
6.5
18.0
Metallized Pack:
Premium: Better
Shelf Appeal
7x More Powerful
mnemonic
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AUDIO
Mosquito 1, 2, 3: Ma...
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VIDEO
AUDIO
Mosquitoes: Maaa...
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VIDEO
AUDIO
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VIDEO
AUDIO
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VIDEO
AUDIO
ests include celebrity endorsement, social media, brand equity measurement, impulse buying, retail shelf allocation
decision and bottom of pyramid (BOP) markets. He has conducted training programmes for executives from State Bank
of India, Bank of Baroda, Steel Authority of India Ltd., Bharat
Aluminum, Ashok Leyland, Life Insurance Corporation of
India Ltd., Nokia India, Maruti Udyog Ltd., to name a few.
e-mail:debasis@xlri.ac.in
Divya Agrawal is working as a Consultant at Boston Consulting Group and is based at Mumbai, India. She was a PGP
student at XLRI, Jamshedpur while the case was being developed.
e-mail: divya.agrawal1@gmail.com
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