Product details

The case examines the success of the All Out mosquito repellent from Karamchand Appliances Pvt Ltd (KAPL). KAPL was responsible for introducing ''vaporisers'' in the Indian mosquito repellent market. The case examines the marketing strategy that helped the company to become a leader in the segment, even while competing against financially stronger players. The case is structured to enable students to understand how an innovative product, backed by strong, and in some ways unconventional, marketing support can help a small brand to become the leader in its category. Students should be able to see that though the competition in the Indian mosquito repellent industry was quite intense, KAPL not only created a totally new segment, but also managed to attain (and retain) leadership in it. The case is aimed at MBA/PGDBA students, and is intended to be part of the marketing curriculum.