Friday, September 21, 2007

4Ping Brandalysis: Tortoise Mosquito Repellent

Tortoise Mosquito Repellent: Kachhua Jalao, Macchar Bhagao

Tortoise mosquito repellent coil is a 40 years old brand owned by Bombay Chemicals Ltd (BCL). Tortoise mosquito repellent dominated around 67% of market till 1994 and was a generic name in the product category. Infact “Kachhua Jalao, Machchar Bhagao” was one of very famous campaign of those days with humorous element.

Mosquito repellent’s market can be divided in to coil, mat, vaporizer, aerosol and cream with total marketing size of Rs. 1600 cr. and growing at the annual rate of 15%. This market stood at Rs. 400 Cr in 1997. It attracted multinationals like Reckitt Benkisser, Sara Lee in late 90’s and witnessed lot of happenings in the market. AllOut, the brand by Karamchand Appliences created a new sengment of liquid vaporizer.

Mosquito repellent has been growing category because of four month long monsoon season in most of the parts of India. There are around 300 spices of mosquitoes and are responsible for malaria, dengue fever and chikungunya.

The coil segment of the market is around 35% of total market size and dominated by Mortein and Good Night, brands by Reckitt Benkiser and Godrej Sara Lee respectively.

Tortoise (Kachhua) coil was pioneer brand in the Indian market and was the first player to provide solution to get rid of mosquitoes. But this pioneer brand could not stand against MNC players. Company failed to upgrade its product in accordance the market need and total market share came down to 12% in 2000. Mortein introduced red colour coil which is believed to be long lasting than green colour coil. Mat and aerosol was also growing category in the urban market.

In effort to rejuvenate the historical brand, Bombay Chemical Ltd. introduced Tortoise Active, the herbal coil. They promoted hazards of allethrin based coil on major TV channels like Zee and Sony. In 2002, it also introduced Tortoise Lazor in strategic tie up with Byers India. Tortoise Lazor contained NAK (A molecule patented by Byers AG) based coil. NAK acts on the wing of mosquitoes thus reducing speed of flight. So mosquitoes never come near the area and even it doest it can not fly and grounded to death for want to water. It was claimed by the company that NAK based coil is less toxic and two times more effective than allethrin based coil. Company was so confident about the claim that they went on to give money back guarantee on purchase. Sales team of BCL also conducted live demonstration to convince distribution about benefits of the product. For Tortoise NAK, company also adopted the strategy to give live demonstration of product in some backward area where the water-logging problem was high. All this efforts helped company to regain it market share a little bit but it could not gain the market leader status and top of the mind recall.
4Ping Brandalysis: Tortoise Mosquito RepellentSocialTwist Tell-a-Friend

15 comments:

Anonymous said...

Hello I'd like to congratulate you for such a great made site!
thought this is a perfect way to make my first post!

Sincerely,
Edwyn Sammy
if you're ever bored check out my site!
[url=http://www.partyopedia.com/articles/mardi-gras-party-supplies.html]mardi gras Party Supplies[/url].

Anonymous said...

The information here is great. I will invite my friends here.

Thanks

Anonymous said...

[B]NZBsRus.com[/B]
Dont Bother With Sluggish Downloads With NZB Downloads You Can Instantly Search HD Movies, Console Games, MP3s, Software and Download Them @ Electric Rates

[URL=http://www.nzbsrus.com][B]Newsgroup Search[/B][/URL]

Anonymous said...

Espouse of acquiring Our Risqu‚ Prices at www.Pharmashack.com, The Best [b][url=http://www.pharmashack.com]Online Dispensary [/url][/b] To [url=http://www.pharmashack.com]Buy Viagra[/url] Online ! You Can also Lay by up Different Deals When You [url=http://www.pharmashack.com/en/item/cialis.html]Buy Cialis[/url] and When You You [url=http://www.pharmashack.com/en/item/levitra.html]Buy Levitra[/url] Online. We Also Be struck next to a Obscure Generic [url=http://www.pharmashack.com/en/item/phentermine.html]Phentermine[/url] On account of Your Nutriment ! We Hawk Abundant trade-mark [url=http://www.pharmashack.com/en/item/viagra.html]Viagra[/url] and Also [url=http://www.pharmashack.com/en/item/generic_viagra.html]Generic Viagra[/url] !

Anonymous said...

Infatuation casinos? inquire this advanced [url=http://www.realcazinoz.com]casino[/url] exemplar and tergiversate online casino games like slots, blackjack, roulette, baccarat and more at www.realcazinoz.com .
you can also into our blooming [url=http://freecasinogames2010.webs.com]casino[/url] mind at http://freecasinogames2010.webs.com and increase the primacy original brutal discern !
another late-model [url=http://www.ttittancasino.com]casino spiele[/url] purlieus is www.ttittancasino.com , as contrasted with of german gamblers, christen unrestrained online casino bonus.

Anonymous said...

You could easily be making money online in the undercover world of [URL=http://www.www.blackhatmoneymaker.com]blackhat backlinks[/URL], It's not a big surprise if you don't know what blackhat is. Blackhat marketing uses little-known or misunderstood avenues to produce an income online.

Anonymous said...

Hi,

I begin on internet with a directory

viagra online without prescription said...

Hi, thank you for sharing this great info. Was just browsing through the net in my office and happened upon your blog. It is really very well written and quit comprehensive in explaining with a very simple language.

Anonymous said...

where can i buy xanax online legally xanax dental work dosage question - xanax overdose narcan

Anonymous said...

[url=http://www.onlinecasinos.gd]online casino[/url], also known as settled casinos or Internet casinos, are online versions of layout ("cobber and mortar") casinos. Online casinos approve gamblers to feign and wager on casino games from the poop go the Internet.
Online casinos typically submit on the securities exchange odds and payback percentages that are comparable to land-based casinos. Some online casinos contend higher payback percentages in the function of toss up automobile games, and some bruit around payout intimate audits on their websites. Assuming that the online casino is using an correctly programmed indefinitely auditorium generator, catalogue games like blackjack be worthy of an established dig up edge. The payout equity voyage of uncovering of these games are established at next to the rules of the game.
Uncountable online casinos commission totally or obtaining their software from companies like Microgaming, Realtime Gaming, Playtech, Worldwide Deviation Technology and CryptoLogic Inc.

Anonymous said...

top [url=http://www.c-online-casino.co.uk/]uk casinos[/url] brake the latest [url=http://www.realcazinoz.com/]realcazinoz[/url] unshackled no store reward at the best [url=http://www.baywatchcasino.com/]casino games
[/url].

Anonymous said...

i want to put the blog comment approval on
my myspace, but i cant figure out how to get it done. some
one please help..

Here is my blog post ... transvaginal mesh

Anonymous said...

Howdy exceptional blog! Does running a blog such as this take a massive
amount work? I've very little expertise in coding however I had been hoping to start my own blog soon. Anyways, if you have any recommendations or tips for new blog owners please share. I understand this is off topic however I just wanted to ask. Thanks a lot!

my homepage :: cheap dental implants

Anonymous said...

Hi! I'm at work browsing your blog from my new apple iphone! Just wanted to say I love reading your blog and look forward to all your posts! Carry on the superb work!

Look at my blog post www.northquincyfootball.com

Anonymous said...

Thanks for sharing your info. I really appreciate
your efforts and I am waiting for your next write ups thanks once again.


Feel free to surf to my blog post ... cost of dental implant