JET - A CASE STUDY

At the client?s request, a case study was initiated by BIDHAN on the Company?s product mix, namely, Jet Mosquito Mat, Jet Double Action Vaporiser, Jet Plus, Jet Fragrance Mat,. Jet Gypsy Mosquito Repellent. The purpose of this study was to establish where each of these products stood vis-a-vis its peer in the market, and what its share was in the total market for mats and repellents.

This case study was presented by Bidhan?s Marketing team in 1992 to a vast and distinguished gathering of advertising and marketing professionals who, after the presentation, highly lauded both the content and the quality of inputs. With the result, within a short while all Jet Products received a tremendous boost in the market scenario - sales picked up as demand stepped up.

It would be interesting to note that all this happened when the market leader at the time dominated the EMR field with a majority share of 75 % of the market. Plus there were a host of other regional brands whose strength was concentrated in various geographical areas.

What impressed us at Bidhan the most was the strong sense of commitment displayed by Mr S K Matlani, CMD of Sonic Electrochem, his justified faith in the indigenous development of Indian technology and his thrust on user-friendly innovation. It was a tribute to this spirit of cooperation and teamwork that enabled the Agency to plan and create advertising wedded to the strategy and objectives integrating other inputs.

The rest, as they say, is history. The Jet brand became a runaway success - Bidhan and Sonic?s team together had put it almost on the top of the EMR pyramid - in the No. 2 position - which it occupied for the next three years in succession.