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ALL OUT

ALL OUT. A Case Study of Mosquito Repellant. Details. Started in 1989. Factory at place “Baddi” of Himachal Pradesh. Packaging Unit installed @ Hyderabad (AP). Product Launched in Mumbai in 1990 (April). Advertisement agencies A)Avenues the first ad agency

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ALL OUT

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  1. ALL OUT A Case Study of Mosquito Repellant

  2. Details • Started in 1989. • Factory at place “Baddi” of Himachal Pradesh. • Packaging Unit installed @ Hyderabad (AP). • Product Launched in Mumbai in 1990 (April). • Advertisement agencies • A)Avenues the first ad agency • B)HTA the second agency hired during Delhi launch.

  3. KAPL Karamchand Appliances Private Ltd. • Competition :

  4. Market Shares for Coils :

  5. Market Shares for Mats :

  6. Sales Promotion Techniques : • Price Deals i. e. Price Cut & Discounts • Bonus pack • Rebates (paying back some amt for encouragement of use of new product) • Coupons • Contests • Sweepstake • Premiums • Free in mail premiums • Sampling • Exchange offers • Trade Allowance • Continuity Plan

  7. Prices & Different Schemes

  8. Announcement by Mfgr : • Directed to the Consumers for: • Brand Switching • Repeat Purchase • Increasing Category Expansion & Consumption • Purchasing more than immediate Requirement

  9. Sales Promotion A)Manufacturers B)Retailers

  10. What happens with Sales Promotion • Effects on Consumers : • Need Recognition • may get triggered in both • High Involvement • Low Involvement • Effects on Sales: • Brand Switching • Repeat Purchase • Purchase timing

  11. How to Define Type of a Product:

  12. Reasons of success • Improvement in Literacy • Health Consciousness • Growing Economical Power

  13. Type of Product : • Convenience Goods • Shopping Goods • Specialty Goods

  14. Product Development stages: Market Needs Ideas Research

  15. Product Development stages: Market Needs Ideas Research

  16. Product Development stages: Market Needs Ideas Research New/Improved Product Product Development Review

  17. Product Development stages: Market Needs Ideas Research Product Testing New/Improved Product Test Marketing Product Development Review Marketing Mix

  18. Product Development stages: Market Needs Ideas Research N A T I O N A l L A U N C h Product Testing New/Improved Product Test Marketing Product Development Review Marketing Mix

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