1. Executive Summary :
Karamchand Appliances Pvt. Ltd(KAPL) was responsible for introducing 'vaporizers'in the Indian mosquito repellant market. The Company has known for its product ‘All OUT’. From the decade of its launch All Out had converted a large number of customers into vaporizer users, and had also established itself as the market leader in the segment, with a 69 percent market share in 1999. For many years pepole has sufferd from mosquito problems today with over 255 species of mosquitoes - believed to be responsible for spreading diseases such as malaria and dengue fever - India has a large and growing market for mosquito repellants. Many methods are used in households for dealing with the mosquito menace.
KAPL is particularly noteworthy, considering the fact that it was a small family-owned company that managed to wrest market share from corporate giants such as Godrej Sara Lee Ltd. (GSLL) and Hindustan Lever Ltd. (HLL) with strong, established brands such as GoodKnight, Jet, Tortoise, Baygon and Mortein, amidst stiff competition.
KALP has an estaiblished operating infrastructure , with recognized brand ‘ALL OUT’. KALP is now transforming its product and services,as well as its fundamental business model , to take full advantage of current market trends
By 2003 KALP had produced more than 900000 outlets in the country. Revenue projected for the fiscal year 2011,without external funding,is expected to reach more than 253 million which was recorded in 1996-97
Now KALP is at a point where the ompany hs its brand name all over india and soon wth its current growth it can lounch the same product globally has per the growing need of mosquito repellent in countries like japan,china etc. Company intend to secure 300 million through loans funding to expand and improve there product line.
2. PRODUCT/SERVICE PLAN
* SERVICE OFFER - KAPL’s Brand ‘All Out’ is almost a generic name for liquid vaporizers. This brand is famous in alll over india and gives growth in repellent market. It is a mpsquito repellent vaporizer. * NATURE - ALL OUT was the first reppelent in a vaporized form. This technology has attracted lots of the people in india. It helps in geeting rid from mosquitos. And provide you a plesant sleep. * KAPL currently offers mosquito reppelent products in the indian market for indian consumers. ALL OUT gives the consumers all that things which MAT’s,COIL’s unable to give to the conumers. * KAPL’s ALL OUT meets customers requirement with the unique functionality for reppellent in a vaporized form that attracts consumers.
Overall the existing product ALL OUT has numbers of changes from the day of its lounch . Like cord,riffile,pluggy pack. These assets gives several options with respect to expansion.
3. INDUSTRY/MARKET ANALYSIS
With over 255 species of mosquitoes - believed to be responsible for spreading diseases such as malaria and dengue fever - (see Exhibit I) India has a large and growing market for mosquito repellants. Many methods are used in households for dealing with the mosquito menace. 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.
4. Operational Plan
* Product Development – KALP Got the technology from Japan; where most of the modern mosquito repellant were produced. * They brought the concept of...