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Case Analysis
Mortein Vaporizer: What lies beneath Brand Positioning?
By Prof. Debasis Pradhan, XLRI and Divya Agarwal, Boston Consulting Group
A Presentation by
SUBHASHIS DUTT
NA13052
Post Graduate Programme for Certification in
Entrepreneurship Management 2013-14
Date of Submission: 30-01-2014
Contents:
Important Note: Page 4 contains a
Comparative Analysis of the three
major Brands
1|Page
Page 2 to Page 4
Positioning Statement
Page 5
Communication Objectives
Page 5 to Page 6
2|Page
Mats, Coils, Vaporisers, aerosols and other new form as separate product categories have market
share of 10, 50, 20, 5 and 10 percent respectively. Mats, Coils and Vaporisers were priced between Rs.
18 to Rs. 30 per ten pieces, while the prices for aerosols were between Rs. 36 and Rs. 60.
12. The Market shares for three SKUs under Vaporiser Format is shown below.
3|Page
Safety and Convenience: As per an exploratory study, vaps were considered safer and more
convenient in urban location like Pune
Economical than coil: 66% Respondents to a survey perceived vaps to be economical as it is a
one-time cost and the daily cost of using refill is lower than that of coils.
Value
Share
Brand Attitude
Family
oriented,
caring,
jolly;
mosquitoes
are
nuisance that need to
be handled
Negative emotion of
fear was in the mind
of the customer
Became a generic
name for vaporiser:
RB/Mortein
4|Page
Positioning Statement
This statement is with regard to the newly contemplated strategies:
Mortein is an unbeatably powerful and protective pest repellent. While other products are less effective
due to outdated formulations, Mortein is strengthened with improved formulation, better fragrance,
instant effectiveness and efficiency and impersonates the mothers determination which is fearless when it
comes to handling the menace of pests to protect the family.
Communication Objectives
1. Establish new news: Consumers needed to perceive that there was something new in the product.
.That would hold the attention of the consumers and appeal to them and hence would encourage
consumers from other brands to switch to Mortein. To do this tools like creative could be used efficiently
2. Reiterate brand message: The brand message & central theme needed to be repeated so as to have the
maximum impact & imprint on the mind of the consumers. The right message should reach out o the
consumers and the used of creative should be such that they repeat the brand benefit & not overshadow
the brand.
3. Enhance TV reach & frequency: TV was a medium with widest reach & impact. Through effective
communication on TV it was possible to reach out to new target group which would increase the trial rate
and thus increase the frequency of communication with existing consumer base (to increase repeat
purchase & decrease consumer migration to other brands)To support the initiative on TV, various other
channels needed to be employed to enhance the reach & frequency.
4. Create buzz: Creating a buzz would help in making people talk about the product & thus to word-of
mouth publicity. This would improve the trial rate of the product. It would also ensure that the message
communicated through one channel did not slip off the consumers mind. It would help create a holistic
image of the product in the consumers mind
5. Generate PR: Effective PR was vital for the efficient communication of the brand message. It would help
educate the people about the pest control as a whole & thus help in establishing a relationship with the
TG. This would also increase the awareness level in the society & in turn increase the demand for the
product.
6. Build equity: A god reputations was critical for any business. Various measures taken to build equity
would help in establishing the brand in the consideration set of the consumers.
Themes:
- Mothers offensive action against the pests: Moms determination and Morteins improved
formulation
- Power and protection: feature-based
- Added Fragrance: competitive advantage to brands having bad odor
- Health and Protection: Mothers feeling of satisfaction
- Instant Action: efficient and effective
- Better than competitors/Improved Formulation: Superior Benefit
- No Fear: homemaker is confident to drive away the menace of mosquitoes
Media-wise Activation Strategies
- Print: Armoured Guards vs. Sleeping Guards Gross Score: 4.3625
- Print, Radio: Kills any type of Mosquitoes Gross Score: 4.3
- Print: Seven Gunmen Gross Score:3.975
- Print: Hunt & Win Gross Score:3.825
- Print: Double Flap (mosquito trouble) Gross Score:3.8
- Print: Umbrella Gross Score: 3.75
- Print, Radio: Contest Series Gross Score: 3.625
- Print, Radio: Tips for Mothers Gross Score: 3.45
- High Hoardings Gross Score: 4.125
Improved Packaging:
- Metallised Pack: Premium, better appeal
- Background colour changed to more attractive Red
- New Fragrance Mnemonic: Pleasant Fragrance
- Content Display on pack
- 7x More Powerful Mnemonic
Persuasion Levers identified persuade the consumers to purchase
- Reward: physical, emotional, functional, psychological, experiential, social and/or combinational
- Threat: may be both Real and fictional
- Expertise: Product improvement and excellence in quality and features
- Liking: familiarity, positive regards, similarity, positive associations and aesthetic appeal
- Scarcity: related to the availability of superior product
- Social Proof: could be manifested as band-wagon effect
Channels of Communication:
- TV
- Newspapers
- Yellow Pages
- Online Channels
- Radio
- Sponsorships
- Direct Marketing
- In Store Display
- PR
- Government Tie-up
- Ads at High-Footfall Zones
6|Page