Mortein Mats: A research study; Reckitt and Colman of India

Abstract

Reckitt and Colman's mosquito repellent mat brand Mortein was a miserable failure in the state of Andhra Pradesh when compared to the success it achieved in the neighbouring state, Tamil Nadu. RCI, therefore, wanted to investigate the reasons for the brand's failure in Andhra Pradesh. The objectives of the research study were to measure the awareness levels of Moriein mosquito repellent mats and the perception of the brand among the consumers, in Andhra Pradesh. In addition, the study was to evaluate the reasons for the failure of the brand in Andhra Pradesh as against its success in Tamil Nadu. Hyderabad, Vyayawada and Madras were chosen as the centres for the survey. While Hyderabad was chosen to represent the urban market, Vyayawada was chosen to represent the upcountry consumers. The sample from Madras was expected to help compare the two states. A total of 211 respondents were surveyed as part of the study, 83 in Hyderabad, 78 in Madras and 50 in Vyayawada. It was ensured that the sample contained a sizeable number of Mortein users, keeping in view the objectives of the research. The survey was done over a period of 2 months and the data obtained was collated and analysed using SPSS package. The analysis shows that Mortein has very poor brand awareness in Andhra Pradesh. In addition, the consumers of Andhra Pradesh find Mortein’s fragrance not to their liking. Jet is found to have better fragrance. It was also found that Mortein lacked the support of the local distributors. This report recommends RCI to increase the frequency of advertising in the television media and to reconsider and change the distribution policy adopted for the brand Mortein in Andhra Pradesh. In addition, the report recommends RCI to refine the fragrance of Mortein mats.