'All Out' - Marketing a Mosquito Repellant

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG060 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Marketing Mix
Case Length : 9 Pages
Period : 1989-2003
Pub Date : 2003
Teaching Note : Available
Organization : Karamchand Appliances Private Limited
Industry : Home Appliances
Countries : India


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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


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


  Page No.
Making Waves 1
Background Note 1
The Growth of All Out 4
What Lies Ahead 6
Exhibits 8


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

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