Mortein Parent Company Reckitt Benckiser Category Home Care brands Sector FMCG Tagline/ Slogan Care for your family USP Natural way of control from pest. STP Segment Pest control segment Target Group Urban households- Middle class and above Positioning Range of pest control products with natural ingredients which are safe and effective SWOT Analysis Strength 1. Product available in natural form and power form for high pest probe areas. 2. Strong brand presence by advertising and distribution media. 3. Provides complete pest control solutions for households 4. New Mortein NaturGard with natural ingredients is safe to use for kids and family Weakness 1. Brand present in rural market but is expensive for them 2. Few people are allergic to such kind of pest repellents fumes
Transcript
Mortein
Parent Company Reckitt Benckiser
Category Home Care brands
Sector FMCG
Tagline/ Slogan Care for your family
USP Natural way of control from pest.
STP
Segment Pest control segment
Target Group Urban households- Middle class and above
PositioningRange of pest control products with natural
ingredients which are safe and effective
SWOT Analysis
Strength
1. Product available in natural form and power form for high pest probe areas.
2. Strong brand presence by advertising and distribution media.
3. Provides complete pest control solutions for households
4. New Mortein NaturGard with natural ingredients is safe to use for kids and family
Weakness
1. Brand present in rural market but is expensive for them
2. Few people are allergic to such kind of pest repellents fumes
Opportunity
1. To bring out products for economy class2.Bring out pest repellent creams/gels
3. With urbanization, more hygiene problems in civic areas means more opportunity
Threats 1. Mosquito nets
2. Sprays and coils products
Competition
Competitors
1.Baygon2.Good Night
3.All out
Mortein Case Study
Mortein Case Study
2007
• Agenda
• Mortein History & Background
• The Pest Control Market
• Competitor Overview
• Consumer Insights
• Key Challenges
• Exploring New avenues of growth - Questions
Agenda
• Mortein History & Background
• The Pest Control Market
• Competitor Overview
• Consumer Insights
• Key Challenges
• Exploring New avenues of growth - Questions
Brand Background
Mortein (History)
• Manufactured as an insecticidal powder in the 1870’s by J Hageman a German immigrant to Australia.
• Mortein ‘mort’ (dead one) ‘ein’ (one).
• Hageman used crushed chrysanthemum flowers to produce a pyrethrum extract. The powder was originally sprinkled about.
• 1920’s a squeeze puffer was developed.
• 1928 Hageman developed a liquid version. He combined this with kerosene and had a pump pack designed (the traditional flint gun) which allowed the insecticide to be sprayed into the
Mortein
Parent Company Reckitt Benckiser
Category Home Care brands
Sector FMCG
Tagline/ Slogan Care for your family
USP Natural way of control from pest.
STP
Segment Pest control segment
Target Group Urban households- Middle class and above
PositioningRange of pest control products with natural
ingredients which are safe and effective
SWOT Analysis
Strength
1. Product available in natural form and power formfor high pest probe areas.
2. Strong brand presence by advertising anddistribution media.
3. Provides complete pest control solutions forhouseholds
4. New Mortein NaturGard with natural ingredients issafe to use for kids and family
Weakness
1. Brand present in rural market but is expensive forthem
2. Few people are allergic to such kind of pestrepellents fumes
1. To bring out products for economy class
Mortein Case Study
2007
• Agenda
• Mortein History & Background
• The Pest Control Market
• Competitor Overview
• Consumer Insights
• Key Challenges
• Exploring New avenues of growth - Questions
Agenda
• Mortein History & Background
• The Pest Control Market
• Competitor Overview
• Consumer Insights
• Key Challenges
• Exploring New avenues of growth - Questions
Brand Background
Mortein (History)
• Manufactured as an insecticidal powder in the 1870’s by J Hageman a German immigrant to Australia.
• Mortein ‘mort’ (dead one) ‘ein’ (one).
• Hageman used crushed chrysanthemum flowers to produce a pyrethrum extract. The powder was originally sprinkled about.
• 1920’s a squeeze puffer was developed.
• 1928 Hageman developed a liquid version. He combined this with kerosene and had a pump pack designed (the traditional flint gun) which allowed the insecticide to be sprayed into the
Mortein
Parent Company Reckitt Benckiser
Category Home Care brands
Sector FMCG
Tagline/ Slogan Care for your family
USP Natural way of control from pest.
STP
Segment Pest control segment
Target Group Urban households- Middle class and above
PositioningRange of pest control products with natural
ingredients which are safe and effective
SWOT Analysis
Strength
1. Product available in natural form and power formfor high pest probe areas.
2. Strong brand presence by advertising anddistribution media.
3. Provides complete pest control solutions forhouseholds
4. New Mortein NaturGard with natural ingredients issafe to use for kids and family
Weakness
1. Brand present in rural market but is expensive forthem
2. Few people are allergic to such kind of pestrepellents fumes
1. To bring out products for economy class
MORTEIN marketing strategy
BASIC SITUATION ANALYSISA well proposed situation analysis will provide the context for the proposed plan of action and must be fact-based, not theoretical. This analysis will include the basic market and product information, as well as current and anticipated market conditions, the implications they hold and any major opportunities or risks that may be forthcoming. These will draw inferences from the statistical data given in the case.Business/ Product Review – Mortein officially came in India in 1993 with diverse product range of mats, coils and aerosols. The mosquito coil market was promising with only one brand – Tortoise existing in the market. Coils were seasonal products and the supply was short in peak times. Mortein entered with a clear product differentiation strategy which was to create awareness about its coil’s efficacy and power. They advertised extensively, showcasing the use of an active ingredient with much emphasis on the term ‘power’. Reckitt Benckiser entered with Mortein when they had already established it as a powerful pest control solution globally. All-out, another mosquito repellent brand by Karamchand Appliances Pt. Ltd. (KAPL), bought later by SC Johnson, launched vaporisers in 1990. At that time, vaps were unheard of and hence, they had an early advantage. Mortein launched its vaporiser in 1999 followed by other brands like Good Knight and Maxo. The vaps were scientifically promoted to be more effective and less harmful in comparison to coils, which emitted smoke causing respiratory maladies. They were also considered economical by majority of consumers studied in a research in comparison with coils. Also, vaps could last from 30 to 60 days depending on the vaps refill, while 1 coil would last for 10 to 12 hours tops. This was perceived as convenient and consistent in terms of performance.
