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About Mortein Vaporizer: What Lies Beneath Brand Positioning?: Management Case
This case discusses the challenges faced by Hari Panda, the brand manager of Mortein Vaporizer. Mortein Vaporizer was the number three player in the vaporizer market behind All Out and Good Knight. Hari wanted to understand consumer perceptions of the Mortein brand and the vaporizer category. He realized more research was needed. Some felt the existing communication was ineffective and the motivation used may be seen as negative. Hari was tasked with evaluating the proposed campaign and determining how to improve the brand attitude toward Mortein vaporizer. The mosquito repellent market in India was growing but penetration remained low. Mortein had the leading market share but faced increasing competition.
Detailed Information
| Author: | ['Deep'] |
|---|---|
| Publication Year: | 2020 |
| Pages: | 17 |
| Language: | English |
| Format: | |
| Price: | FREE |
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