Professional Documents
Culture Documents
Final Project
Final Project
Final Project
Topic: GoodKnight
Table of Content
Content Introduction of company About Consumer Products Our Brands Board of Director Introduction of GoodKnight Market Share of GoodKnight Achievement S.T.P 4Ps SWOT Analysis Conclusion Bibliography
Page No. 3 4 5 6 7 12 13 15 17 21 22
Our Brands
Home care
Personal Wash
Hair Care
Board of Director
Managing Director
A.Mahendran
Dr.Rakesh Sinha
Sumit Mitra
company made sure that it did not suffer a downgrade in consumer perception. It branded its version as a value- added product, which lasted ten hours (compared to eight hours in the case of most others). The colored was meant to convey power. A new product category was born. It led to a shift in the paradigm, as red now became the aspiration color for the other coils. Currently the red coil category has grown to own almost 50% of the total coil market, with Good Knight as an image leader in this category. (Brand Equity Survey, March 2005). In 2002, to get a foothold in the non-red territory, Good Knight also launched Champion coil as a green variant. The brand has traversed emerging consumer trends and has created a three pillared strategy identified by the key differentiators
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Godrej, which was the pioneer in household insecticide electric appliances, was pipped by AllOut when the brand came out with an innovation like liquid vapourisers. A few years later, Godrej too got into liquid vapourisers, but remained the second rung brand. "GoodKnight has played a key role in growing the category. In the last two years, we have been consistently building on this segment where we have inched up in market share. The game changer was GoodKnight Advanced which was launched three years back. We are now the leaders across all segments in household insecticides,'' said A Mahendran, managing director, Godrej Consumer Products (GCPL). According to Tarun Arora, executive vice president (marketing), GCPL, "what helped GoodKnights advent in market share was a pick up in modern trade and an expansion in the number of outlets by three lakh in two years.'' Other household insecticide brands in Godrej's stable are Hit and Jet. SCJ India is the subsidiary of US-based SC Johnson which owns brands like Glade, Pledge, Shout and Mr. Muscle.
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Achievements
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. Ever since it was launched in 1984 Good Knight mats have altered the HI market. 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 vaporiser products. To counter this thrust, Good Knight relaunched 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. Today Good Knight Silver mat is a market leader with 62% market share (Source: ACNielsen ORG-MARG, March 2005). The mats category, however, was losing share in the HI market. So, it was imperative that some long-term solution be found to capitalise on the Good Knight equity. 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 (Source: ACNielsen ORG-MARG, March 2005). Good Knight entered the vaporiser segment in 1995 by launching Good Knight liquidator with a Liquid Mosquito Destroyer (LMD) machine, together as a combo-pack. In a short span of three years, Good Knight liquidator managed a share of 24% of the vaporiser market and 32% of LMD market (Source: ACNielsen ORG-MARG, 1998), based on the strength of the Good Knight equity.
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Segmentation-Targeting-Positioning
Market segmentation is dividing the market into smaller groups of buyer having distinct needs, characteristics or behavior who might require separate products or product mixes Type of segmentation
VAPOURISER URBAN
GEOGRAPHIC
AEROSOL
RURAL
COILS
After evaluating the different segments, the company must now decide which and how many segments it will target. A target market consitsts of a set of buyers who share common needs or characteristics that the company decides to serve. They are targeting Urban Metros Cities, Rich People and Rural area as well.
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A product position is the way the product is defined by consumers on important attributes- the place the product in consumers minds relative to competing products. Positioning involves implanting the brands unique benefit and differentiation in customers minds.
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4Ps in Marketing
Product
Each of the product forms introduced were able to plug specific consumer need gaps the Good Knight mat was seen as a safe, convenient solution differentiated by its pleasant fragrance. Even though the product was convenient to use, the need to change a mat daily was seen as a need gap. The other emerging product form the vaporiser was perceived as a premium product. The Good Knight Vaporiser lasted 30-45 days and just had to be plugged in. It was a technologically superior, easy-to-use and safe product. The Good Knight coil, on the other hand, was seen as a highly effective and good value-for-money product used in high infestation regions. The availability of a number of product forms with specific benefits has led to an increase in the number of dual users users who use more than one mosquito repellent at a time. Good Knight has regularly up graded its technology and product formats based on consumer input and feedback.
Place
Godrej has used the distribution system. They procure the product to the distribution centre through that that a whole supply is to be passing to the retailers.
Promotion
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
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communication. It is the only brand in the HI category which has been able to transcend the physical payoffs of coils, mats or vaporisers and has a higher order of emotional association of Nurturance and Total Protection. Most of Good Knights product launches and innovations are driven by a strong sense of consumer perception. The brand has always paid heed to user wants and needs. Qualitative consumer research, has given the singularly most significant insight that children are vulnerable to mosquitoes all the time and turn to their mothers for protection. The mother, in turn, wants to ensure that she protects her children even when they are out of her sight. Much of the communication effort under taken by Good Knight, since these findings, has revolved around these facts.
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Price Price of the product matters alt for that company taken the various steps to survive in the market. Due to more completion company gives various discounts and put down their margin in the market.
GSLL while struggling to maintain its MS launched a 60-night refill pack priced at Rs.63.(against All Outs 45-night pack at Rs.54). GSLL had to support this new scheme using promotions. GSLL MS decreased by 9.3% after KAPLs Deadly Exchange Scheme. Further reduction of price by GSLL had little effect on its decreasing sales.
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Recent Development
Good Knight Mats were re-launched with a new technology, which was marketed as Silver Power. The new technology enabled the company to plug another need gap. This helped the brand to increase its share in the mat market to almost 60% (Source: ACNielsen ORG-MARG, March 2005). The launch was also in tune with the new positioning of Good Knight suraksha. Success hamesha. Good Knight Turbo refill, a technologically superior product, was launched in 2004. It was the right time for Good Knight to take the plunge and gun for market leadership. The product with the latest technology of a turbo pump wick enabling better active release, led to a faster and better effect a higher consumer benefit. This was launched with state-of-the-art packaging and design to communicate product superiority and differentiation. The beginning of the year also saw Good Knight announcing the arrival of Maha Jumbo the biggest coil in the world. The coil provided the most value for money and came in an attractive consumer pack. The coil stand was also modified to suit the larger size of the product.
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SWOT ANAYSIS
Strength Brand loyalty Low operational cost Establishment distribution network Weakness MAT Quality Not good Less innovation Different policies in different states Opportunities Large Domestic market Untapped rural market Threat Slow down in rural Area Removal of import restriction Improve some product image
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Conclusion For that assignment we have to search how Goodknight is the doing his business. By applying various promotional scheme and different strategies in 2011 Goodknight bits the market of the Allout who is the market leader of this segment.
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Bibliography
http://www.godrej.com/godrej/GodrejConsumerProducts/GoodKnight.aspx?id=381&menuid=2290 http://articles.timesofindia.indiatimes.com/2011-09-06/india-business/30118447_1_godrejconsumer-products-market-share-household-insecticides
E:\retail .. GoodKnight\37983755-Good-Knigh
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