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KAPL Success

KAPL Success. By: Mukesh Kumar Student id :- C61886 Unit code :- BSBCMM401A. Product . Liquid Mosquito Vaporizer Name: All-Out The name was easy to pronounce and understand. Promotion .

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KAPL Success

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  1. KAPL Success By: Mukesh Kumar Student id :- C61886 Unit code :-BSBCMM401A

  2. Product • Liquid Mosquito Vaporizer • Name: All-Out • The name was easy to pronounce and understand

  3. Promotion • While other companies concentrated on the coils and mat markets, KAPL was focused on the promotion of vaporizers. • Increasing Market of Vaporiser

  4. Concentrating only 1 product • Advertising through different media. • Share of Voice (SOV) for All Out = 31% SOV for GoodKnight = 5%.

  5. Promotion • In 1999 Allout launched a massive exchange scheme where the consumers could exchange their mat machines and buy vaporizers at a discount • Right now Allout is having the slogan " Macharon ka Yamraj "

  6. Pricing • Started in-house manufacturing of Products required for manufacturing. • All-out machine is reusable while you can change the refill as many as times.

  7. GSLL while struggling to maintain its MS launched a 60-night refill pack priced at Rs.63.(against All Out’s 45-night pack at Rs.54).

  8. Competitors failure? • Concentration on more then one product. • Late realization of new technology • Not up to the mark promotions compared to KAPL. • Increasing distribution network of KAPL.

  9. Conclusion Though KAPL launched a new product in the market with confidence to achieve heights in the market of mosquito repellent, they had huge success through aggressive marketing strategy and pricing of product according to the market situation.

  10. Thank you

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