MORTEIN

VAPORIZER: WHAT
LIES BENEATH
BRAND
POSITIONING?
Case Study Marketing Management
Group VII

COMPANY BACKGROUND
Mortein was first manufactured as an
insecticidal powder in the 1870s by J Hagemann,
a German immigrant to Australia.
Launched in South India in 1993, it took three
years for Mortein to complete the national rollout.
Vaps were launched in 1999 and Rat Kill was
added to the stable in 2000.
Morteins ventured with mosquito repellent coils
its sales grew explosively in the first eight years
post-launch about.
Coil contributed 86% net revenue in 2000.

MAJOR PLAYERS IN INDIA

Good Knight Godrej
Allout SC Johnson
Mortein Reckitt Benckiser
Maxo Jyothi Labs

Others: Odomos, Baygon (Now SC), Care Mate,

Tortoise.

MOSQUITO REPELLENT MARKET

IN INDIA
Certain pockets of India were identified as
malaria endemic areas.
Estimated in 2011 that only 16.4 percent of the
households in all urban areas and 22.6 percent in
the metros used mosquito repellents.
Urban share is 70%.
Growth Estimates `39 billion by the end of 201415.

Rural areas was even lower at only 6.9 percent which

was 30% market only. (Ideally suggested Target
Market by us).

DIFFERENT FORMS OF MOSQUITO

REPELLENTS USED IN INDIA

Mosquito Repellent Coil

Mat Vaporizer

Liquid Vaporizer

PESTICIDES MARKET IN INDIA

Premium and economy products were

differentiated by price and format.
Standard Products Coils that are lower priced
than sprays & vaps.

Godrej offering Good Knight, Jet, Hit, and Banish

its market share 30%. GSLL showcased on TV
ads nationally.
Ads campaigns were towards protecting family.

PESTICIDES MARKET IN INDIA

RB led sales had market shares 24% in 2008.

SC Johnson ranked third in 2008 with 20%
share.
Share Market for Vaps
Allout 50%
Good Knight - 34%
Mortein 12.5%

PESTICIDES MARKET IN INDIA

Some players trying for niche segment by

focusing on the naturalness
All Out:

Products - All Out Fast Action and All Out Giant Jumbo.
Used of the jumping frog
Transformed mat customers to Vaps by facilitating
exchange.
Ads in movies

PESTICIDES MARKET IN INDIA

Good Knight:

Products - Good Knight Advanced, Good Knight Naturals,

and Good Knight.
Non Violence, heart of its brand value
Targeted to housewife and her home.
Focus was emotions in a family setting.
Celebs - Rani Mukherjee and Vidya Balan

Tortoise

Mortein

All Out

Good

Maxo

Knight
Company Bombay

Reckitt

Karamchan Godrej

Chemicals Benckiser d
(RB)

Sara

Odomo Casper
s

Jyothi

Dabur

Labs

Ltd.

Ltd.

(GSLL)

Tainwala Bayer
Chemical

Appliances Lee
Private

Baygon

(KAPL)+
SC Johnson

Products Coils

Coil, Mat, Vaps ,

Spray,

Coil,

Spray, Mat Spray,

Vaps

lotions

Coils,

Cream, Coils &

Spray,

Vaps,

lotion

Coil,

Spray,

Mats

Vaps

Aersols
Org Type Domestic

Internati Internation Interna Domest Domest Domestic Internati

onal

al

tional

ic

ic

onal

Tortoise

Mortein

All Out

Good

Maxo

Odomos

Casper

Baygon

Red

Play

Sudarsh

Killing

Trade

Green

Louie, an

Jumping

Knight
Protection

Mark

Tortoise

animated

Frog eating

for Family,

coil

Safe

an

Cockroac

(Kachhu character. mosquitos

Image of

Raat

Kids

(associat

hes

a jalao

(Animated)

Mother &

acchi

playing

ion with

machch

Machharon

Child on

toh din

outside

powerful

ar

ka

packaging.

accha

bitten by

weapon)

bhagao)

Yamraj (the

Appeal to

moqitos

Macchro

killer of

housewife

n ko

mosquitoes) & female

chutki

segment.

main
masal

Strengt

Low

Highly

1st to enter

Award of

AAAI

Outside

de
Was

hs/

efficacy,

effective

in Vaps,

most

Award

Protectio

endorsed killing

Weakne

inadequ

and wide

aggressive

innovative

for the

n,

by Hema

ingredie

ss

ate

range of

branding

product for Brand

Appealin

Mailin,

nts for

supply,

product

(movies, Tv, liquid

Perfor

Cheaper

cockroac

Low

offered in

Radio)

vaporizer,

mance

Fragranc

than

hes, can

bugdet

each

Schemes &

innovated

of the

e, safe on

others

be used

for

segment

Offers

2 coil pack

year

skin than

in hand

advertis

2002.

health

pumps

ing.

Strong

probs

also.

rural

from

Strong

PRODUCT PORTFOLIO OF
MORTEIN
Mortein PowerGard mat - 30 mats lasts a month
Mortein Spray - Mosquitoes & cockroaches
Mortein PowerGard Power Booster/ Jumbo/
Max Power coil.
Mortein PowerGard Vaporizer - Relaunched
in 2004 accompanied by new and more attractive
packaging, new and more effective machines, and
new media plans. Combipack, 45 night refill, 60
night refill.

MORTEIN VAPS: FUTURE

STRATEGY

Questions Hari was Introspecting.

Creation of a unique proposition for his brand?

Will Mom and Mortein theme work?

Is current perception of is negative?

Mortein PowerGards three pronged

business strategy:

Power Grad had double active content (1.6% TFT as

against 0.88%), superior fragrance)
(Power Grad had content display, Metallized, attractive red
color, 7x More Powerful)
(frequently giving ads on Radio, TV)

As we understand Hari Panda was struggling to

get a place for Mortein in the crowded market of
the Goodnight, Maxo, Allout, etc. He clearly
wanted to convey the people where did
Morteins product fit into their lives with ads,
packaging & product improvements.

NEW MARKETING CAMPAIGN

Target Market: Slums & Rural Areas.

Additionally government offices and education
institutions schools and colleges

NEW MARKETING CAMPAIGN

Major product sold: Coils (That have ill effects

due to smoke released)
Vaporizer: They are more effective and
smokeless.

NEW MARKETING CAMPAIGN

Product Modification

Rural areas uncertainty of electricity issue is resolved by

built in or attached rechargeable batteries to existing
Vap Gadget
Electricity cut during the night will still keep the gadget
ON.

No other company provides this facility, as frequent electricity cut can

be major reason of rural areas not to purchase the electric vaps

NEW MARKETING CAMPAIGN

Tie up with Government: Health Campaigns in Slums &

Rural areas. Trust in brand will increase with association
with government.

Bhuneshwar by CM Naveen Patnaik - We will eradicate malaria,

dengue and diarrhoea

NEW MARKETING CAMPAIGN

Tie up with Hospitals: With the help of doctors that will

talk about how to avoid dengue and malaria Mortein can
promote its products from trusted Nursing staff as done in
Vizag.

NEW MARKETING CAMPAIGN

Campaigns Motto

Volunteers with Mortein T-shirts, Mortein

Vans that will talk to public and create

awareness of Dengue/Malaria.

Getting right treatment & medication from government

hospitals for existing patients.
Distribution at discounted rate under

government policy

Visiting government offices and education

institutions and identifying if awareness is

required on basis of environment.

NEW MARKETING CAMPAIGN

Return Empty Vaps & Used Mats:

10 empty bottles of refill Get A New Refill
25 used mats - Get 3 new mats.

Target Market is Housewifes who collect things for exchange

offers

NEW MARKETING CAMPAIGN

Instead of focusing on All out & Goodnights share

of market who are No 1 & No 2 position. Mortein
should give its emphasis to Maxos market that is
Rural.
It will be easier to penetrate this market by the
new Vaps plan and also to compete with Jyothi
Labs Maxo then the top two Goliaths.

From the case study (Exhibit 4) the 2013s coils

market of Rs 14,261.5 million can be majorly shifted
to Electric insecticides market of Rs 9,465.5 million:

Estimated shift in 6 months 15% = Rs 2139.22

million/half year
Electric Insecticides Market
= Rs 9,465.5 + Rs 4278.45 million (annual)
= Rs 13,743.95 million (2013-2014)

NEW MARKETING CAMPAIGN

Year

Amount (Rs million)

2013

9,465.5

2014 (Estimated)
Calculations
(Present Value Old
value / old value *
100)

13,743.95
= 13,743.95 - 9465.5 /
9465.5 * 100

=45.20%

Growth rate of Electric Insecticides Market from 2013 to

2014 will be = 45.20%

INFERENCE
With this new campaign Mortein will gain trust of
people and will have a new identity as a Social Brand
with association of government, schools, hospitals,etc.
It will create awareness in people without doing
negative branding about diseases .
It will resolve issue of rural areas and promote its
Battery powered Vaps.
It will associate itself with housewifes with Return
facility.
It will get more market share of Maxo (Coil) which is a
domestic brand.
It will convert the coil customer to Vaps by the entire
campaign.

THANK YOU
Sr No

Group Members
Names

Roll No.

Vinay Jain

105

Tushar Bhadalkar

106

Nishad Vichare

107

Sarthak Gupta

108

Nikita Luhadiya

109

Aditya Jagtap

110

Ketaki Kawale

111