Mortein“More Smart More Safe”

Presented by-Aarti chauhan and group

Ah! Mosquitoes are those pesky ungrateful insects that keep buzzing around you and then suck the blood out of your system and in return gifts you with all the dreaded diseases there exists.’’

Mortein stands for “Freedom from Pests”. It has an entire range of effective pest control products i.e. Mortein Coils, Liquid Vaporizers & Mortein

Aerosols to give “Powerful Protection”.Mortein protects from Dengue, Malaria and Filaria causing mosquitoes and

is the leading brand in the pest control category.

MORTEIN

Mortein was first manufactured as an insecticidal powder in the 1870s by J. Hagemann, a German immigrant to Australia. It is said that Hagemann himself came up with the name Mortein, with a little help from his French wife: the famous name is a combination of the

French word 'mort' (dead) and the German 'ein' (one).

Hagemann's product was distributed wholesale by Samuel Taylor. Taylor ran his own business until his death in 1895. Soon after that , the business went broke, and in 1909 it

came into the hands of F. S. Steer and Thomas Jackson. They were to revive Taylor's business and ultimately set it up as a proprietary company in 1937 as Samuel Taylor Pty

Ltd.

Mortein was already a household name . When TV arrived in Australia in 1956, a lengthy 'infomercial' by Mortein was one of the first TV ads produced and shown in this country.

In 1969 the Samuel Taylor company was bought by the British company Reckitt & Colman.

History

OUR VISION

Our visionReckitt Benckiser delivers better solutions in household, health

and personal care to consumers, wherever they may be. We do it through constant innovation. We look at the little things that drive

people mad in their everyday life. Then we deliver brilliant, fast-acting solutions that help make life better and easier - and create

outstanding shareholder value in the process.

Mision and Value

We're driven by innovation: typically about 35% of net revenue comes from innovations launched in the three previous years.

We are only looking for true talent: people hungry for the opportunity and freedom to make their mark. It's going to be an

exciting journey - and you could be part of it.

SEGMENTS……………1. Coils 2. Mats 3. Vaporizers 4. aerosols 50%

9%aerosols

11%others

10%vaporizers

20%mats

coils

Market share of competitorsCoils markets………Market leader: Mortein (35%) from ReckittBenckiser India LtdMarket Challenger� : Good Knight with a share of30%Market Follower� : Maxo from Jyothy Laboratories' israpidly increasing its share

Var orizer refill market:……………

Market leader: All Out brand from KaramchandAppliances Pvt Ltd.(65%)

Cont……………………….Market Challenger� : Good Knight and Jet fromGodrej Sara Lee Ltd. together account for 24% ofthe vaporizer segment.Market Follower� : Mortein Vaporizer by ReckittBenckiser has a market share of about 5-7%

Mats and aerosol categories:Market leader: Godrej Sara Lee leads themarket with its brands Good Knight Silver mat(68%) in mats and Hit (aerosol).Market Follower� : Mortein s share in mats isestimated at roughly 15%.

Marketing Enviroment

Indian annual growth rate is 1.9 percent during 1991-2001. it shows the big market in India as per the population

size and growth . in India Median age in 2005 estimated at 23.8 forIndia they are very health concise that way mosquito repellentconsuming very fast. Market enviroment directly related to the

growth of population .

Marketing mix

Product: – Needs ( remove insecticidal)

Price: – Value (safety)

Place: – Access (house)

Promotion: – Information ( advertisement)

Consumer Behavior

As per the survey done by the company they find out that the consumer were highly satisfied with the

products but they need some modifications because they were the loyal customers and don’t want to

switched off the brand .

Buying process

Buying decision

parents

Userfamily

Needs For

safetyNeighbors

and relatives

Houswife

B2B Market TradeKey.com is one of the leading B2B Marketplace that helps wholesale mortein buyers to instantly connect with quality wholesale mortein manufacturers and supplier from all over the world including wholesale from china

usa turkey and other countyies

B2C MarketIt is a household product reached to the consumer through the various channel of disturbution Customer are loyal for the product but they can swicthed for the another product Due to avilability of subsitutes.

CSR…………Mortein assists flood victims

Mortein, handed over a stock of Mortein coils to Hon. Mahinda Amaraweera, Minister of Disaster Management as part relief assistance to

flood affected families of the Eastern and Southern Provinces and other affected arrears recently at the Ministry of Disaster Management.

Promotion and Market AnalysisLouie the Fly, initiated by Bill Graham, has proved to be one of the most enduring and endearing

of Australian advertising creations. His occasional appearances since the first advertisement in 1957 seem hardly sufficient to explain his huge success and popularity. But huge it is. . Louie’s

longevity has been a major plus for the brand, because the insecticide business is highly seasonal. Each year 75% of sales are generated between October and March (rodenticides present a

different pattern, but Mortein’s involvement in this segment is quite recent). It is some measure of the character’s success that he spawned a cartoon series of his own, in

Sydney’s Sunday Telegraph newspaper. These days, Mortein’s advertisements depict Louie with a number of friends - cockroaches and

other insects - whom he unsuccessfully warns about the power of Mortein. This overcomes Louie’s one obvious drawback - the suggestion that Mortein is designed only for flies or flying

insects.It is an indication of Mortein’s marketing success that when asked to name a product ‘which kills

insects’ over 90% of respondents answered ‘Mortein’.From the earliest days, Mortein has sought to stress that it is not only effective but extremely

safe. This is one reason why many advertisements feature babies and children. Recent advertisements emphasise this by using the catchphrase ‘More smart, more safe, Mortein’.

Well over 90% of Australians recognise Louie and know the ‘Louie the Fly’ jingle, and - which is more important - associate both the character and the jingle with Mortein

Things you didn’t know about Mortein

Mortein Pressure Pak was the first commercially produced aerosol in Australia back in the 1950s

Mortein was a pioneer in advertising, producing one of the first television advertisements in Australia

That loveable rogue Louie the Fly, synonymous with the name Mortein, has been around on television since 1957. See commercials.

The idea was to make the 'firangi' Louie desi. Thus, the brand mascot was tagged as “Duniya ka sabse khatarnaak janwar, Louie”.

The Mortein Jala Re Jala Re… Louie

Dahan campaign was activated by rural marketing agency Impact

Communication

ADVERTISINGNewspapers and magazines;On radio and television broadcasts; motion pictures used for advertising,

Recent developments

Mortein’s most recent launch is Mortein Ultra Low Allergenic Fly and Insect Killer: the

first insecticide developed specifically for asthmatics and common allergy sufferers.

Thank you