Contents

• Abstract 2
• Introduction 4
• A Word About Company 5
• Overview 5
• Vision & Mission Statement 5
• Product Range 5
• Target Market Segment 6
• Trends Of The Target Market Segment 7
• Characteristics Of The Target Market Segment 7
• Micro Environmental Audit 8
• Market Dynamics 8
• Market Characteristics 9
• SWOT Analysis 10
• Strengths 11
• Weaknesses 11
• Opportunities 11
• Threats 12
• Market Research 12
• Conclusion & Action Plan 13
• References 13
• Appendix……………………………………………………………………………………………………………………………………….13

Description

The night-long noisy buzz of mosquitoes that disturbs our sleep is music to the ears of the Rs1, 100-crore mosquito repellent industry. Sound hilarious and black humour. But true!
Everyone agrees that Australia is one of the best places on earth to live and so do bugs. Flies, cockroaches and mosquitoes in particular are part of a way of life for most Australians. With this potential of market segment in Australia insecticides industry reaps high figures in heir finance sheets
With its lucrative product range, Mortein capture approx 45% of Australian market and has been dealing with these problems in Australia for over 100 years and now competes in all three segments of the market.
‘More smart, more safe, Mortein’, catchphrase along with Louie animated character gives Mortein a brand image in ad world. This market plan explores the industry at broader perspective in context to Mortein brand. Trends, strategy and plan have been proposed for the brand that will help Mortein to further monetize and penetrate more deeply into the market.