The Marketing of All Out Mosquito Repellant *

Abstract:

The case, ‘The All Out Story'examines the success of the All Out mosquito repellant from Karamchand Appliances Pvt. Ltd. (KAPL). KAPL was responsible for introducing ‘vaporizers'in the Indian mosquito repellant market. The case examines the marketing strategy that helped the company to become a leader in the segment, even while competing against financially stronger players.

Issues: » Understand the changing dynamics of the Indian petroleum industry after the deregulation process that began in the early 1990s

Questions for Discussion:

1. Analyze the reasons behind the success of All Out, commenting separately on the attention paid by KAPL to each element of the marketing mix. Why do you think players like GSLL were not being able to compete with All Out?
2. In the light of intensifying competition and the allegations of 'toxic hazards' in the mosquito repellant industry, do you think All Out would be able to maintain its success in the future? What steps can the company take to ensure that its market share does not suffer? Give reasons to support your answer?

Key words:
The All Out Story, All Out, mosquito repellant, Karamchand Appliances Pvt. Ltd, KAPL, vaporizers, Indian mosquito repellant, market, marketing strategy, leader, segment, competing, stronger, players

*Note : This case is a simplified version of a longer case study, and is intended for learners for whom English is a foreign language. The longer version of this case study (MKTG060) is available at: http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG060.htm