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Case Study



Karamchand Appliances Pvt. Ltd. (KAPL)

KAPL’s Brand ‘All Out’ is almost a generic name for liquid

vaporizers.

Liquid Mosquito Vaporizers is a 4 Billion Segment in India

with ‘All Out’ having 69% market share in 1999.

KAPL managed to wrest market share amidst stiff

competition from corporate giants like Godrej Sara Lee Ltd

(GSLL) and Hindustan Lever Ltd (HLL).



All Out : Yamraj of Mosquitoes was launched in 1990 by a small

company known to the world as KAPL.

It was run by the Arya Brothers :Naveen, Anil, Bimal whospotted this Mosquito Repellant Business to be their GoldenGoose.

Tie ups with a Japanese company, Earth Chemicals Co. Ltd. forthe technology.

The product consisted of a heating unit and small container of chemicals.

The product was found to be much more effective than mats.



The launch of All Out in 1990, started becoming popular.

In the mid 90’s KAPL attained a share of 5% of the total

mosquito repellents sold.

The reason for the success of KAPL, because the othercompanies were concentrating on mats and coils.

The sales of vaporizers segment reached about 253 million

in 1996-97 which was dominated by KAPL.



Technological Innovations

Aggressive Marketing



Invested heavily in other categories while ALL OUT had a

single point focus Could not catch up with the advertising challenges poised

by ALL OUT

Entry into Vaporizer segment led to over all expansion of

the market.



65%

24%

7%

4%

All out Good Night Mortein Others



STRENGTH

Advertising strategy

Japanese wick technology

Hassle free

Lasts longer

Pricing

WEAKNESSES

Harmful effects of

chemicals

Advertising criticized by

the industry

Major profits only through

1 product



OPPORTUNITIES

Diversification of products

◦ Mosquito repellent spray

◦ Coils

◦ Creams

Electric racquets

Ultrasonic sound devices

THREATS

Dependence on a flagship

product for now

Advent of new substitutes

in the market

Can lose out on a market

where there is no electricity



Product:

First of its kind –New Variety

Technologically sound

Vibrant Product Features

High Quality Packaging

Place

Easy accessibility

KAPL- `P’ stands for Place

Fought against well established multi-product giants



Price

Price was initially high to cover the cost of initial investment

Flexible Pricing Strategy



Unconventional Advertising Strategy:

Hindi Movie Video Cassettes FM Radio

Evening News Program/ Test Cricket Commentary

During Kaun Banega Crorepati ads

Series of failed ads by agencies followed by cost

effective approach by promoters

Adapting Ideas from parent Company



o Higher number of cases with diseases caused bymosquitoes in India accounting for:

1.3 million cases and 610 deaths by malaria.

12419 cases and 80 deaths by dengue.

4482 cases and 774 deaths by encephalitis

o Vaporizers used the most with 22.4% in metros, 16.6% inurban areas and 6.9% in rural areas as on 2000

o The increasing population at a growth rate of around 9%

is also a major promoter of this business

o Improvement in literacy and health consciousness in ruralareas can lead to higher sales



Agency Avenues came up with a baseline, “ All Out for modernmosquitos” to make its presence, which was a later rejected

The advertisement account shifted to HTA who released a series of six

ads using humor to promote the product, which was again a big failure

KAPL decided to take the ads on its own and then launched the

animated Japanese man eating mosquitoes which made a huge impact

on the company’s sales

The ad costed Rs.50000 to KAPL



Ads on Videocassettes of Hindi Movies- lead to beingcriticized as ‘down-market

Cost a fraction due to around 20 duplications of

videocassettes in grey market.

However the above strategies, resulted in the brandattaining a very high mind-share amongst consumers.

Share of Voice (SOV) for All Out = 31% , whereas

SOV for Good Knight = 5%.



Decrease the use of toxic compounds Launch new design for its products

Spend more money on attractive advertisement and marketing

Make it an environmental friendly product

Reduce its price against competitors with good quality Advertise new schemes like “deadly exchange offer”

Launch new products to meet the competitors and customers

demand

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