Competition

Competition

All Out is an interesting brand for studying the concept of Competition and the Industry.

A brand faces competition at different points of time, be it while entering the market or after being in the market for a considerable amount of time. In case of All Out, it faced the initial challenges of being the First Mover in the Category. It entered the industry at a time when it was dominated by mosquito coils and mats, and developed a new category of its own - Liquid vaporizer mosquito repellents.

Category & Industry Competition

As a first mover and developer of a new category, it did not face competition in the initial phase of its entry in the Indian market. Back then it was more about the various challenges they faced in the industry for starting a new category. Challenges like creation of demand for the category, studying the potential, mastering the resources' flow etc. However, there were a number of players who were already vying for the market share in the then mats/coils dominated industry. Some of these brands have also moved toward more innovative tools of repellents. The Mosquito Repellent industry has the following major segments -

• Coils
• Mats
• Creams
• Vaporizers
• Sprays

Bayer  

• Baygon Spray
• Baygon Power mats
• Baygon Knockout 

Balsara Hygiene

• Odomos

Tainwala Chemicals

• Casper mats & coils

Jyoti Laboratories

• Maxo

GSLL (Godrej Sara Lee Limited)

• Jet Fighter (coil)
• GoodKnight Jumbo (coil)
• GoodKnight Instant (coil)
• GoodKnight Smokeless (coil)
• Jet Jumbo (coil)
• Banish (mats)
• GoodKnight Activ + Liquid (vaporizer)

Reckitt & Coleman (Now Reckitt Benckiser)

• Mortein
• Mortein King
• Mortein Red

GSLL launched it's own vaporizer under the GoodKnight brand in 1996-1997. It soon acquired 40% of the market share of the vaporizer market. Instead of eating into All Out's sales, GSLL ended up expanding the market. However, by 1999, GoodKnight lost most of it market share to All Out and dropped to 19%.

 As of 2012, GoodKnight leads the market with All Out coming in at a close second.