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rival brands.

Good Knight worked on a long-


term strategy that would capitalise on its long-
established equity. The first answer to the
challenge came in the form of Supermat, which
was more powerful than the earlier offering.
Then in the late 1990s, Good Knight entered
the coil segment, the biggest category in the
Household Insecticide (HI) arena. It quickly
captured a large part of the market then
dominated by a brand called Tortoise. Its
vaporiser which was a response to the
challenge posed by All Out, today, owns
one-third of the market.

Achievements
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
Market consumer is also
Its sole reason protected from many
for existence in the market is dangerous diseases. Good
the omnipresent mosquito, Knight has grown into a
which makes life powerful brand on the
excruciatingly difficult for the strength of these benefits. created a new product category – the ten-hour
average Indian during summer Ever since it was coil – which till then was seen as a down
and monsoon months. In launched in 1984 Good market niche in the HI universe. The red coil
many ways the primary factor Knight mats have altered category created by Good Knight is growing and
fuelling the explosive growth of this the HI market. Within two has cornered 50% of the coil market (Source:
market – characterised by low brand loyalty years of its entry Good ACNielsen ORG-MARG, March 2005).
and low product involvement – has been the Knight became the largest Good Knight entered the vaporiser segment
availability of cost-effective, mosquito repellents. electronic mosquito repellent in in 1995 by launching Good Knight liquidator
In less than two decades, Good Knight has the country. The name Good Knight also with a Liquid Mosquito Destroyer (LMD)
become the most preferred mosquito repellent became synonymous with the mat category. machine, together as a combi-pack. In a short
solution in the country. Before its entry, In the mid 1990s, Good Knight faced growing span of three years, Good Knight liquidator
mosquito repellents had low penetration in a competition from new coil and vaporiser managed a share of 24% of the vaporiser
market ruled by herbal coils, creams and products. To counter this thrust, Good Knight market and 32% of LMD market (Source:
mosquito nets. What made Good Knight re-launched its mat first as Supermat and finally ACNielsen ORG-MARG, 1998), based on
different from the rest was its hardware add-on, as Good Knight Silver mat in 2003, with the strength of the Good Knight equity.
the Electronic Mosquito Destroyer (EMD), a contemporary packing, superior technology and
device that came bundled with the mats. using a high decibel campaign. Today Good History
Not only did the product promise a bite-free, Knight Silver mat is a market leader with 62% The Good Knight brand
good night’s sleep, it also offered protection market share (Source: ACNielsen ORG- was launched by
from malaria, dengue and other mosquito- MARG, March 2005). Transelektra Domestic
related afflictions. The mats category, however, was losing Products Ltd (TDPL) in
Today, Good Knight is synonymous with mats share in the HI market. So, it was imperative 1984. The product
and coils. But in the mid 1990s, the brand that some long-term solution be found to was innovative and
suffered a minor jolt when mats – its primary capitalise on the Good Knight equity. perfectly priced.
product – began losing their hold to coils from Towards the late 1990s, Good Knight also Mats, used with

78 SUPERBRANDS
electronic mosquito destroyers were extremely superiority and
effective since they contained a chemical called differentiation.
Allethrin (1%). In a sense, Good Knight struck The beginning of the
the market at the right time. It was a huge year also saw Good
success in small towns, big cities and metros, all Knight announcing the
of which had a common denominator of arrival of Maha Jumbo –
reasonable electrification, growing per capita the biggest coil in the
incomes and high mosquito world. The coil provided
incidence. In 1990, it also began the most value for
targeting the lower end of money and came in an
the market by introducing attractive consumer
a low cost EMD called pack. The coil stand was
Star, which was priced also modified to suit
at Rs. 36. the larger size of
Godrej Hi Care the product.
took over TDPL in
August 1994 along Good Knight Promotion
with another brand, Liquidator Active Good Knight has always chosen a slew of
HIT Aerosol which was modified to promotion options including outdoor
had been launched in Prallethrin. The advertising, radio, television and newspapers.
1990. Other brands like upgraded offering was The products themselves remain the most
Jet and Banish were also launched in February effective promotional devices that the brand
acquired in 1995. This was 2000, with a new marketing depends upon. The most important unique
followed by the strategic mix as Good Knight Expert selling proposition for Good Knight is its brand
alliance with Sara Lee, a Fortune Vaporiser System. equity, built over a decade by its products and
500 consumer product giant. In 1997, Godrej Sara Lee Limited (GSLL) brand communication. It is the only brand in the
The low price strategy helped Good Knight launched an insect repellent lotion. It was not HI category which has been able to transcend
grow and sustain its leadership till 1995. From under the Good Knight banner but was branded the physical payoffs of coils, mats or vaporisers
then on, two factors changed the complexion of as ‘Mosfree’, a literal translation of freedom from and has a higher order of emotional association
the mosquito repellent market. In 1995, Mortein mosquitoes. The lotion was positioned as of ‘Nurturance’ and ‘Total Protection’.
launched for the first time a coil containing ‘mobile protection’, inside and outside the Most of Good Knight’s product
Allethrin. The coil narrowed the efficacy gap house. The positioning was directly against the launches and innovations are driven by
with Good Knight mats and worked out market leader – Odomos. a strong sense of consumer
cheaper for a user since there was no hardware In 2001, Mosfree was re-launched as Good perception. The brand has always
cost to it. Mortein became a leader in the coils Knight lotion bringing it under the Good Knight paid heed to user wants and needs.
category. Users saw no reason for paying a umbrella. As safety seemed to be an important Qualitative consumer research, has
premium for mats over coils and shifted loyalties concern in the category – the brand equity of given the singularly most significant
to the latter. In spite of a toughening market Good Knight which stood for protection and insight that children are vulnerable
situation, Good Knight did not lose its grip on safety – fitted perfectly. to mosquitoes all the time and
the HI market. turn to their mothers for
By 1999, Good Knight also joined the battle Product protection. The mother, in
for the coil honours by launching its red coil Each of the product forms introduced were able turn, wants to ensure that
variant. Since Good Knight was seen to be a hi- to plug specific consumer need gaps – the she protects her children
tech brand and coils were regarded as an entry- Good Knight mat was seen as a safe, convenient even when they are out
level product, the company made sure that it solution differentiated by its pleasant fragrance. of her sight. Much of the
did not suffer a downgrade in consumer Even though the product was convenient to communication effort
perception. It branded its version as a value- use, the need to change a mat daily was seen as undertaken by Good Knight,
added product, which lasted ten hours a need gap. The other emerging product form – since these findings, has revolved around
(compared to eight hours in the case of most the vaporiser was perceived as a ‘premium these facts.
others). The colour red was meant to convey product’. The Good Knight Vaporiser lasted 30-
power. A new product category was born. It led 45 days and just had to be plugged in. It was a Brand Values
to a shift in the paradigm, as red now became technologically superior, easy-to-use and safe The trust in Godrej as a name, availability at an
the aspiration colour for the other coils. product. The Good Knight coil, on the other affordable price and lasting effect makes Good
Currently the red coil category has grown to hand, was seen as a highly effective and good Knight the preferred choice of the consumer.
own almost 50% of the total coil market, with ‘value-for-money’ product used in high Good Knight has positioned itself as ‘a complete
Good Knight as an image leader in this category. infestation regions. mosquito repellent solution that offers total
(Brand Equity Survey, March 2005). In 2002, to The availability of a number of product forms protection’. The Good Knight brand is embodied
get a foothold in with specific benefits has led to an increase in by the caring, responsible and progressive
the ‘non-red’ the number of dual users – users who use mother who is in touch with her cultural
territory, Good more than one mosquito repellent at a time. heritage. The brand simply stands for a peaceful,
Knight also Good Knight has regularly up graded its undisturbed sleep and an assurance of
launched technology and product formats based on protection from mosquitoes.
Champion consumer input and feedback.
coil as a green www.godrejsaralee.com
variant. Recent Developments
Good Knight’s Good Knight mats were re-launched with a new
entry into the technology, which was marketed as ‘Silver THINGS YOU DIDN’T KNOW ABOUT
vaporiser Power’. The new technology enabled the
segment came in company to plug another need gap. This helped Good Knight
1995. The the brand to increase its share in the mat The first Good Knight advertisement on
communication market to almost 60% (Source: ACNielsen national network television, Doordarshan,
was generic ORG-MARG, March 2005). appeared in 1985, a year after its launch.
and conveyed The launch was also in tune with the
the convenience new positioning of ‘Good Knight suraksha. Within two years of its entry in the market,
of the form. Success hamesha’. Good Knight became the largest selling
Good Knight Good Knight Turbo refill, a technologically electronic mosquito repellent in India.
later moved superior product, was launched in 2004. It was By 1990, Good Knight had become the single
to the higher the right time for Good Knight to take the largest selling brand of electronic mosquito
order emotional plunge and gun for market leadership. The repellents in the world.
benefit of ‘Total product with the latest technology of a turbo
Protection’. pump wick enabling better active release, led to By 2002, Godrej Sara Lee became the largest
To improve a faster and better effect – a higher consumer coil manufacturer in the country and a leader in
on the product benefit. This was launched with state-of-the-art this product category.
even further, packaging and design to communicate product

SUPERBRANDS 79

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