Ace FMCG conglomerate Reckitt Benckiser which is a leading consumer health and hygiene company is ready with their new version of Mortein in India in its 25th year.
Current Mortein occupies 11% of market share and they get early mover advantage since 1993 because at that point of time there were no other competitive players but now the market is becoming saturated because of emerging player like Good night all out at Maxo.
Reckitt Benckiser is currently dominating the market with their flagship brands like Dettol and Durex.
The relaunch of Mortein will give new momentum to the product and they have included new product formulation, change in packaging and now they have come up with a new tagline that is “Mom aur mortein sabse tez”.
Right now, they have come up with faster dengue protection with Mortein Insta Liquid which gives hundred percent faster production.
This time they have hired Madhuri Dixit Nene as an endorser and also this is the first time they hired any Bollywood celebrity face for advertisement.
With new product formulation, change in packaging, new tagline as well as advertising their brand by endorsing Bollywood personality will create a new marketplace for them and also it will fetch them different results in terms of performance wise as well as revenue wise.