Good knight

Mosquito repellent
Submitted by
Annika C. Francis
MBA-ABM 2013
2013-31-123

History of the brand

The 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 theyll vouch for it. Thats the promise that Good
Knight consistently delivers, night after night. Along with a good
nights 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 Knights product launches and innovations
are driven by a strong sense of consumer perception

THANK
YOU