'All Out' - Marketing a Mosquito Repellant
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Details
Themes: Marketing Mix
Period : 1989-2003
Organization : Karamchand Appliances Private Limited
Pub Date : 2003
Countries : India
Industry : Home Appliances
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Case Code : MKTG060
Case Length : 9 Pages
Price: Rs. 300;
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The Growth of All Out Contd...
The advertisement account was shifted to a bigger advertising firm, HTA, at the time of the product's launch in Delhi. HTA released a series of six advertisements, using humor to promote the product. However, the Arya brothers were not satisfied with HTA either. They felt that they were paying too much for the advertisements, without adequate results. Anil said, "Humorous and attention-grabbing they were, but the ads lost out on what the brand wanted to say."
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KAPL then decided to handle the advertising for All Out on its own, surprising many industry watchers and drawing criticism from some ad agencies. However, the company surprised everybody with the launch of a campaign featuring an animated, jumping frog (actually an All Out vaporizer) eating mosquitoes, which proved to be immensely successful. The ad was based on similar advertisements made by Earth for the Japanese market. Later on, the advertisement included a man competing with All Out in a mosquito 'eating' competition and losing out. The short, funny advertisement cost KAPL just Rs 50,000 to make. Over the next few years, KAPL continued with the same advertisement, with only minor modifications to suit the launch of new promotion schemes. |
KAPL also made use of the evening news program on FM Radio and test cricket commentary on the state-owned All India Radio (AIR) to communicate in a cost-effective manner. On television, KAPL preferred to sponsor news programs rather than costly and more conventional soaps or game shows such as the hugely popular Kaun Banega Crorepati4.
The company also pioneered the concept of sponsoring song/dance and fight sequences in movies on many satellite television channels (primarily) SitiCable and Doordarshan. All Out advertisements would appear before each song/dance and fight sequence in the movie. As Hindi movies typically featured 4-5 songs/dances, the viewers watched the All Out advertisement at least 4-5 times. This resulted in the brand attaining a very high mind-share among consumers.
While All Out had an overall share of voice (SOV5) of 31%, the nearest competitor GoodKnight had just 5% in 2000. KAPL priced the heating unit of the All Out vaporizer fairly high, to cover the cost of the relatively expensive components purchased from Matsushita Electronics. However, reacting to market sentiment, the company lowered its price over the years, aided in part by increased in-house manufacturing of components.
While All Out was priced at Rs 225 when it was launched, the price was reduced to Rs 135 for a cord model in 1994. In 1995, KAPL launched the 'Pluggy' (a small apparatus, in which the refill could be fitted and plugged in directly) for Rs 90. In 1996, a twin pack (offering the Pluggy and a cord model) was launched for Rs 135. In 1998, KAPL came out with a Rs 99 pack consisting of the Pluggy and a refill. The deal, called the 'deadly offer' was backed by heavy advertising.
4] One of the most successful programs on Indian television, Kaun Banega Crorepati was a quiz program aired on satellite television channel Star Plus. The advertising slots for the serial were reportedly sold at extremely high rates, as the program's viewership was very high.
5] Share of voice indicates the total percentage of mind-share that a brand possessed of the particular niche, market, or audience the company is targeting. The data is compiled by INTAM, a television audience measurement service of marketing research agency ORG-MARG.