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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Market leadership with an innovative product and strong, unconventional marketing.

Keywords

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