Marketing Mix

The Marketing Mix

Product :

• First Mover
• Technologically advanced
• Quality
• Category creator

Place :

Right from it's introduction in the Indian Market, the distribution for All Out has been a little disorganized, much owing to the fact that it's competitors (Godrej and R & C) were multi-product giants who already had well established distribution networks.
Even today, studies show that a major reason why Good Knight could take over as the market leader from All Out was because of the fact that they had a better distribution network and a strong product mix.

Price :

High in the introduction phase. This positioned All Out for the premium class.
Later moved to targeting the mid income group post the introduction phase.
Techniques like Product Line Pricing (Different variants of the refill) & Captive-Product Pricing (Refills sold on high markup)
Now priced competitively with other players of the market.

Promotion : 

Aggressive marketing strategies adopted. They've tried a number of offers and schemes (Twin pack, Exchange offer etc)

The iconic Frog of All Out still has impressions in the minds of the viewers.

Use of taglines such as - "Maccharro ka Yamraaj" & "Maccharro pe Vaar, Surakshit aapka Parivaar" were an instant hit.

The Maccharro ka Yamraaj Campaign.