Good knight Mosquito repellent

Submitted by Annika C. Francis

MBA-ABM 20132013-31-123

History of the brandThe Good Knight brand was launched by Transelektra Domestic Products Ltd (TDPL) in 1984

Godrej Hi Care took over TDPL in August 1994 along with another brand, HIT Aerosol which had been launched in 1990. Other brands like Jet and Banish were also acquired in 1995.This was followed by the strategic alliance with Sara Lee, a Fortune 500 consumer product giant.

Logo

• Good knight infuses the corporate colour red and white along with a blue border in their logo which consists of their brand name.

How is branding done??• Mosquitoes are one of the most prevalent menaces in India

and every household rich or poor faces their threat. So Good knight took this into consideration and created a brand for every segment and targeted the urban as well as the rural areas and created products at a very . affordable price. • Great nights begin with Good Knight. Ask consumers around

India and they’ll vouch for it. That’s the promise that Good Knight consistently delivers, night after night. Along with a good night’s sleep, a Good Knight consumer is also protected from many dangerous diseases. Good Knight has grown into a powerful brand on the strength of these benefits

• Within two years of its entry Good Knight became the largest electronic mosquito repellent in the country. The name Good Knight also became synonymous with the mat category. In the mid 1990s, Good Knight faced growing competition from new coil and vaporizer products. To counter this thrust, Good Knight re-launched its mat first as Super mat and finally as Good Knight Silver mat in 2003, with contemporary packing, superior technology and using a high decibel campaign.• And when people started moving on to natural products Good

knight came up with a new brand Good knight naturals and maintained the consumers from shifting to other brands.

Brand Ambassadors • The good Knight Campaign started with Rani Mukerjee

as the brand ambassador. And the brand has roped in Vidya Balan to promote their Good Knight Naturals cream.

Consumers of the brand • Good knight is a brand well know among the urban and

rural areas. Mosquito menace is prevalent all over India and Good Knight has become a brand name synonymous mosquito protection.

• The target market of this brand is all class of people where they provide mosquito protection irrespective of a particular segment.

• The latest introduction of fast card allowed them to enter untapped market and rural area, due to the affordable prices.

Consumer Benefit• The sole reason for existence in the market is the

omnipresent mosquito, which makes life excruciatingly difficult for the average Indian during summer and monsoon months. In many ways the primary factor fuelling the explosive growth of this market – characterized by low brand loyalty and low product involvement – has been the availability of cost-effective, mosquito repellent.

• The introduction of the fast card an innovative product by good knight has provided satisfactory smiles to the consumers sine they are,

(1) Easily affordable price where all class of people can buy: Just INR Rs. 1 for 1 card(2) Get Instant protection against mosquito, no smoke, not require electricity(3) Consumer will get Value for money (Good brand + Result oriented quality + abundant economy price)

Uniqueness among Competitors

• In the mid 1990s, Good Knight faced growing competition from new coil and vaporizer products.To counter this thrust, Good Knight re-launched its mat first as Supermat and finally as Good Knight Silver mat in 2003, with contemporary packing, superior technology and using a high decibel campaign.• Towards the late 1990s, Good Knight also created a new

product category – the ten-hour coil – which till then was seen as a down market niche in the HI universe.The red coil category created by Good Knight is growing and has cornered 50% of the coil market

• Good Knight entered the vaporiser segment in 1995 by launching Good Knight liquidator with a Liquid Mosquito Destroyer (LMD) machine, together as a combi-pack. In a short span of three years, Good Knight liquidator managed a share of 24% of the vaporizer market and 32% of LMD market (Source: ACNielsen ORG-MARG, 1998), based on the strength of the Good Knight equity.• Good Knight Advanced Fast Card was an Innovation

which is available in paper format, which does not require electricity, no smoke and get instant protection against mosquito till 4 hours.

Brand positioning • The trust in Godrej as a name, availability at an

affordable price and lasting effect makes Good Knight the preferred choice of the consumer. Good Knight has positioned itself as ‘a complete mosquito repellent solution that offers total protection.’ The Good Knight brand is embodied by the caring, responsible and progressive mother who is in touch with her cultural heritage. The brand simply stands for a peaceful, undisturbed sleep and an assurance of protection from mosquitoes.

Major Competitors

Brand personality • When the product Good Knight is brought to the mind of

consumer, they relate it to protection, non violence, safe, gentle, effective and dependable. 

Brand communication tools• Good Knight has always chosen a slew of promotion

options including outdoor advertising, radio, television and newspapers.• The products themselves remain the most effective

promotional devices that the brand depends upon. The most important unique selling proposition for Good Knight is its brand equity, built over a decade by its products and brand communication. • Most of Good Knight’s product launches and innovations

are driven by a strong sense of consumer perception

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