Padmashree Dr D.

y Patil University Department of Business Management

PROJECT ON MOSQUITO REPELLENT

SUBMITTED TO PROF

ROSHNI SAWANT

SUBMITTED BY: MANGESH SURVE 011204

INDEX

SR. NO.
1 2 3 4 5 6 7 8

CONTENTS Acknowledgement
EXECUTIVE SUMMARY INTRODUCTION COMPANY PROFILE INDUSTRY ANALYSIS

PAGE NO. 3 4 6 8 9 10 13 14

SWOT ANALYSIS

Marketing mix Advertisement

ACKNOWLEDGEMENT
It has been a great pleasure to work on the project that was given to me. The topic that was given to us was New Product Development. My sincere thanks to Ms. Roshni Sawant our lecturer in Marketing Management for giving us an opportunity to do this project whereby we were given an exposure to the market for Different Products and their Brands which helped us to increase the span of our knowledge and developed our thinking on more practical lines. We thank her for guidance and support.

EXECUTIVE SUMMARY
There is much increase rate of mosquito population growing at severe rate and is becoming very harmful for human beings. In rural area smoke that is produced on burning neem leaves is used for protection against mosquitoes. Essential oils of neem, peppermint, and eucalyptus are all known to be effective mosquito repellents. Because of mosquito many serious diseases can be harmful to human beings such as with over 255 species of mosquitoes believed to be responsible for spreading diseases such as malaria and dengue fever etc. Also there are many leading brands involved in to provide safety from this mosquito by making various things like creams, coils, sprays, mats, vapourizers and many more things.

Market study
In spite of the pervasiveness of the mosquito problem, the use of repellants in India is fairly low. It is estimated that only 16.4% of the households in all urban areas and 22.6% in the metros use mosquito repellants. The figure for the rural areas is even lower, at only 6.9%. In terms of value, the mat segment was the largest (51%), followed by coils (21%) and vaporizers (7%).Coils were the first mosquito repellants to be introduced in the Indian market. The first brand of coils was Tortoise, launched by Bombay Chemicals Ltd. (BCL) in the 1970s. Until 1994, Tortoise remained the market leader in its segment, with a 67% market share. Other significant players emerged over the years, offering products in many segments: Bayer with the brands Baygon Spray, Baygon Power Mats and Baygon Knockout; Balsara Hygiene with a repellant cream, Odomos; and Tainwala Chemicals with the Casper brand of mats and coils. GSLL launched an array of brands (all coils) one after the other Jet Fighter (1997), GoodKnight Jumbo (1999) and GoodKnight Instant, GoodKnight Smokeless and Jet Jumbo (2000). The companys other brands included Banish (mats), Hit (aerosols), Hit Lines (chalks), Mosfree (lotion) and Hexit (spray). The Jet brand was extended to coils and sprays. R&C also launched its range of mats and coils Mortein, Mortein King and Mortein Red while HLL launched Raid and Attack. Keeping in mind all competition and
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market need I am emerging with new company known as MOSQUITO FOE (MF) promoting mainly the use of vaporizers. Consumer Study The consumer segments and their habits and practices also have been studied along with packaging technologies available and the importance of distribution and logistics networks. Strategies To analyse the reasons for success and make a set of best practices and strategies for the players. The company profiles also need to be studied to be able to cross-compare and make deductions as to what are the best practices existing.

INTRODUCTION

According to latest survey, the Indian mosquito repellent device market was expected to grow rapidly in the early 21st century. It has been said that with improvement in literacy and health consciousness in rural areas, the use of mosquito repellants was expected to increase substantially in these areas. As the usage of repellants was very low in the country, there was considerable scope for the market to expand. However, increasing concern over the harmful effects of the chemicals in mosquito repellants on the health of human beings was expected to be hamper growth. Allethrin, the chemical used in most of the repellants, was reported to be very dangerous, being potentially harmful to the
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eyes, skin, the respiratory tract and the nervous system. Allethrin, the chemical used in most of the repellants, was reported to be very dangerous, being potentially harmful to the eyes, skin, the respiratory tract and the nervous system. Research in Sweden and the USA had also shown that long-term and persistent use of products containing Allethrin could cause brain cancer, blood cancer and deformity of foetuses. Malaria Research Centre (MRC) has said that no product in market 100% safety from mosquitoes but they using so much toxic that adversely affect the human beings causing severe diseases. So MOSQUITO FOE (mf) has being in market from last year and done miracles in their sales as we are not using any toxic chemicals in our products for these this vaporizers we are using liquid made from neem leaves which is not harmful to human beings and they all are using it very affectionly and as the neem leaves are obtain nature we also getting benefits as not to product chemicals. So because of this our market is rapidly growing in pace. MOSQUITO FOE (mf) in India with 65% of market share with in organized mosquito repellent. In repellent competition there many competitors present in market such as KAPLs biggest competitors (Karam chand Appliances Private Limited) with ALL OUT, Godrej Sara Lee Ltd. (GSLL) and Hindustan Lever Ltd. (HLL) with strong, established brands such as Good Knight, Jet, Tortoise, Baygon and Mortein, amidst stiff competition. Even though there huge presence of many brands in market MOSQUITO FOE(MF) has made a good impact in market and gave good competition to this brands making its high position in market. MF market still hopes to grow further to 30% in next 4 years as we are using more non toxic substances in our product so public is more attracted to us as we made good profit of $25 million last year. The vaporizer liquid is herbal. It is very economical. Some of the Benefits of our product are 1) Effective evacuation of mosquitoes 2) No irritation of eyes 3) No hoarseness of throat, 4) No headaches and 5) No allergies.

COMPANY PROFILE About us

MOSQUITO FOE (MF) vaporizers was launched in 2011 in Mumbai has manufacturing unit in MAHARASHTRA. And its one of best selling repellent in market which is spread all across India. MOSQUITO FOE(MF) launched under the name of MANGESH insecticides Private. Ltd. It is our Mission to provide every people safety & hygienic free environment from mosquitoes. In a short time we have established ourselves across the length and breadth of Maharashtra. Our this motto of providing safety and hygienic conditions is liked by many peoples and we are getting good responses. So we are increasing our company and brand images in every individuals and every families using our product

Our Mission
Our mission is to make MOSQUITO FOE (MF) as a synonym of enemy to mosquitoes, kill them and a leading product in mosquito repellent device market with our quality and services.

Our Vision
Our vision is to provide 100% safety and hygienic environment and become a leading mosquito repellent device with crossing turnover of 10 Crores till 2015. It is our commitment to offer every Indian safety and good environment to be healthy and be a good citizen and try to make progress of our country. MOSQUITO FOE (MF) is put through multiple stage of testing, survey, various researches etc and finally made for consumption to public and stringent quality control has made us a market leader in the repellent device segment. Hygiene condition and precautions of using substances in products are made so that not any individual health is damaged because of us. You can be rest assured that you are using safe and best mosquito repellent in our home than any other as we are not using any harmful chemicals in our product that will harm our childrens etc.

INDUSTRY ANALYSIS
With over many species of mosquitoes believed to be responsible for spreading diseases such as malaria, dengue fever and other mosquito related afflictions, India has a large and growing market for mosquito repellants. Many methods are used in households for dealing with the mosquito menace. The demand for mats is understood to be growing very fast in the rural areas, whereas in urban areas the vaporizers are replacing mats and coils. In terms of the total market spread, the urban share was about 70%. In the rural markets, the dominant products are mats and coils, bait and creams. According to industry reports, the Indian mosquito repellent market was expected to grow rapidly in the early 21st century. Analysts said that with improvement in literacy and health consciousness in rural areas, the use of mosquito repellants was expected to increase substantially in these areas. As the per capita usage of repellants was very low in the country, there was considerable scope for the market to expand.

Mosquito repellent market in India

The increasing affliction of communicable diseases in Kanpur has boosted the market of mosquito repellents. The insect has been blamed for spreading a number of fatal diseases like Hepatitis-E, Japanese Encephalitis, Malaria, Dengue and Chikanguinea. According to an estimate, the money people spend on containing the bug is rising by 25-30 per cent every year.There was recent article in business standard was that almost all the medical store owners now buy mosquito coils and sprays along with other medicines. Ten years ago, hardly 10-12 traders used to stock these drugs and the entire turnover was less than Rs 3 crore. But now it is a growing business. A number of brands are available in the market now, as opposed to just two, a decade ago. The traders entered the business, attracted by the good margins and growing demand for the product. Various local manufacturers have started producing cheaper range of these products in cottage level industries to tap the increasing market potential. There are various types of drugs available in the market. A new type of mosquito hunter technology is also available in the market, which traps the mosquitoes by attracting them to static charges developed from electricity. The machine is made in China and has to be connected to a power supply before it gets charged to begin functioning in Indian market as the cost of other goods are middle class people try to buy this hunter.
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SWOT ANALYSIS

Comparing with GOOD KNIGHT A good brand name: Good Knight is already existed in market and captured leading brand name for mosquito repellent in India. The Good Knight brand was launched by Transelektra Domestic Products Ltd (TDPL) in 1984. The product was innovative and perfectly priced. Good Knight worked on a long term strategy that would capitalize on its long-established equity. Good Knight entered the vaporizer segment in 1995 by launching Good Knight liquidator and Liquid Mosquito Destroyer (LMD) machine, together as a combo-pack. In a short span of three years, Good Knight liquidator managed a share of 24% of the vaporizer market and 32% of LMD market based on the strength of the Good Knight equity.

Strength: Good knight A good brand name: Good Knight is already existed in market and captured leading brand name for mosquito repellent in India. It has 90% of displays on eye level of an individual and made a good name in market. Good knight has made a good display in front of the people and helps to be in good position comparing to other products in the market.

Strength: MOSQUITO FOE (MF) As MF are just new in market so we are investing more in advertising department. And MF is using new techniques to be in market to last longer. MF are trying to make some improvement in pricing strategy to be reasonable to customers.

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Weakness: Good knight As good knight is well popular brand and its sell is expanding because of this reason the staffs is well qualified but they are not working according their capabilities. So its a big weak point. They are not creative in their work so affect their sales of goods and declining.

Weakness: MOSQUITO FOE (MF) MF is having profits only through one product so increasing very slowly. Competition: For our company there is lot of competitors in market and we have to survive in this competition Financial Resources: Existing Company get finance usually from any finance institute but for us finance is big problem

Opportunity: Good knight As good knight is well popular brand it has a good scope of improvement for further development in market. It has more attractive display to introduce in market to attract public.

Opportunity: MOSQUITO FOE (MF) MF is having diversification of products. Mosquito repellent spray to introduce in market. Mosquito repellent band to introduce in market. Creams and electric rackets.

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THREATS: Good knight

Huge payments by other FMGCs may lead to removal of our displays.

THREATS: MOSQUITO FOE (MF) Can lose market when there is no electricity. Advent to new substitutes in market

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MARKETING MIX
According to Philip kotler marketing mix is the mixture of controllable marketing variables that the firm uses to pursue the sought level of sales in the targeted market In simple words marketing mix is the combination of four basic elements /ingredients under one head.

PRODUCT: SEGMENTATION Geographic: Initially using the geographic variable MF has segmented the market into the western belt that is the states of Maharashtra. It has also segmented on the lifestyle variable, for people who have an adventurous lifestyle who can carry our vaporizer at their outings. Socio-economic Classification: SEC A, SEC B and SEC C. We have also included SEC C because vaporizer is considered to be a premium product but we want MF to be used by SEC C as well since it is economical compared to the other vaporizers in the market. Behavioural: MF has segmented on the benefit variable by providing the benefit of being protected from mosquitoes. MF has also segmented on the basis of occasion where it can used on occasions like camps, outings provided used in a closed area.

TARGETING Our target market is SEC A, SEC B and SEC C to make profit of 10 Crores till 2015. We would aim to target our customer which will be a woman because MF is a household product and usually the woman buys it. POSITIONING STATEMENT MF is primarily positioned as A battery operated herbal vaporizer which is the most effective to repel mosquitoes, absolutely safe, convenient and economical which protects you always.

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PRODUCT DIFFERENTIATION Our product is one of its kinds. Most of the other vaporizers are chemical based, whereas we are the first movers to have a complete herbal vaporizer. We have an added feature of a battery as well. Most of the other vaporizers become ineffective if there are power cuts but MF overcomes this problem can be used using batteries. PRICE The price of our combo-pack is Rs.60/-.The price of the 25ml refill is Rs.32/Our pricing strategy is Penetration Pricing because we want to sell high volumes which will result in high long-run profits. The price of our product is low as compared to our competitors mainly because we are using herbalproduct s and thereby our manufacturing costs are low. We want to penetrate into the market and want to be known as the product which is value for money.

PLACE We have a three-tier distribution system which includes MANUFACTURERDISTRIBUTOR- STOCKIST-WHOLESALER-RETAILER . The margins are as follows: Distributor2% Stockist3% Wholesaler5% Retailer12% We will appoint distributors as per the density of population in the states and the estimated demand. Maharashtra and goa together being the most populated will have 4 distributors. One for Mumbai, one for northern Maharashtra, one for central and one for southern Maharashtra.

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Promotion: Positioning: Playing Safe Target audience: Health and hygiene conscious people Personality : Guardian, Authoritative, Reliable Punch Line : mosquito enemy
There are all types of promotion. They range from word of mouth ,advertising In newspapers and telephone directories to radio and T.V. spots, cold calls and Telemarketing. Whatever the medium, consider the cost .Advertising will Usually is an expense that remains in your budget. MF follows different promotion strategies and uses different ways to promote their product like

Advertisement:
Advertisements are paid and electronic way of communication i.e. to convey the message to the customers, MF comes up with different and attractive advertisements on televisions and posters in trains, bus to attract customers today advertisements really attract the customers and by looking at the attractive advertisement people buy the product more. Advertisements of new schemes like deadly exchange offer of other products and make your product a friendly one to publics. The increased competition also rationalized the price of vaporizers. Companies began to lower the price of the vaporizers (captive product pricing) and gain the margins by selling the refills. What is interesting about the marketing of MF is the strategy of using animation in their advertising. Aggressive marketing has made MF a pioneer in creating the vaporizer segment in India. The brand also showed that a small company can create and lead a new category through smart aggressive marketing.

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Conclusion
The Indian mosquito repellent market as expected to growth rapidly in the 21st century. Analysts say that with improvement in literacy and health consciousness in rural areas and urban areas the use of mosquito repellents was to increase sustainably in these both areas. So there is a great scope for market to grow in mosquito repellent market.

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