PRESENTATION ON

By-:

Nishant Kumar

Introduction
The good knight brand was launched by Transelektra

Domestic Product Limited(TLDP) in 1984.

But after a few years it formed a strategic alliance with

godrej sara lee, a fortune of 500 consumer product giant to create a formidable products. Good knight is the only fully entrenched brand in GODREJ HOSEHOLD PRODUCTS with significant presencein all the formats.
Good knight grew from strength to strength launching Mats

followed by Liquid Vaporisers, coils, lotion sand aerosols. There is a stark difference between Good knight and other brands in this category.

CONTD
Every other brand talks of killing mosquitoes;

Good knight feels it simply needs to state that it protects against them. Good knight enjoys enormous equity with consumers.
Starting with its 'great nights begin with

Good knight' to protecting happy moments,' the journey has resonated with adeep understanding of consumer needs.

The brand has traversed emerging consumer trends and has created a three pillared strategy identified by the key differentiators

GOOD KNIGHT CARE RANGE It promises to tackle the basic need of consumers in mosquito

repellent industry. GOOD KNIGHT ADVANCED RANGE Promises to give technologically advanced solutions overcoming the key format barriers with products in the good knight care range category. GOOD KNIGHT NATURALS Promises to tackle consumer concern of safety.

GOOD KNIGHT CARE RANGE

1)GOOD KNIGHT SILVER MATS -Launched in 2003, with contemporary packing, superior technology and using a high decibel campaign. Constitutes 62% of silver mat marketPioneer in mats-Come is two packages of 30 mats and 100 mats.

2)GOOD KNIGHT COILS It commands 50% of the coil market-the only coil with fragrance-largest selling 12 hour coil in the country.
3)GOOD KNIGHT SILVER POWER Widest range of refills and machines-silver wick for consistent release of active-fastest growing refill brand

GOOD KNIGHT ADVANCED RANGE

1)GOOD KNIGHT ADVANCED ACTIVE PLUS 2009 , product of the year in household product category-has dual mode , normal mode for normal mosquito problem and active mode for heavy mosquito infestation. 2)GOOD KNIGHT ADVANCED MOSQUITO AND FILESPRAY It constitutes 9% market share-superior product that has advanced filters to reduce harsh particles-leaves a pleasant fragrance after use 3)GOOD KNIGHT ADVANCED LOW SMOKE COILS It has cornered 50% of the coil market-world 1st coil that offers 80% less smoke-25% more effective.

GOOD KNIGHT NATURALS

1)GOOD KNIGHT NATURAL MOSQUITO REPELlANT CREAM
11% market share-the only cream with

moisturizer and skin care benefit-enriched with natural care ingredients like tulsi and lavender -a product from the trusted house of good knight-comes in two packaging :50 ml and 125 ml

BCG MATRIX
MARKET SHARE
STAR
QUESTION MARK

CASHCO W

DOGS

ANALYSIS OF BCG MATRIX

STAR Vapourizer is in this category. Maintained market position.

QUESTION MARKS Aerosol, Cream are in this category

Unrealized Future Opportunities

CONTD
CASH COWS

Coil is in this category

No potential for future growth

DOGS Mats is in this category. No future growth opportunities.

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.

TYPES OF SEGMENTATION
VAPOURISER

URBAN

AEROSOL

GEOGRAPHIC

MAT.CREAM

RURAL

COILS

DEMOGRAPHIC
HIGHER INCOME GROUP MIDDLE INCOME GROUP

LOWER INCOME GROUP

GOOD KNIGHT JUMBO COILS GOOD KNIGHT SILVER RANGE

GOOD KNIGHT ADVANCE

 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.

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.

CONTD
Every other

brand talks of killing mosquitoes; Goodknight

feels it simply needs to state that it protects against them.

This non-violence, in a manner of speaking, is at the heart of its brand values.

The brand sees itself as a safe, gentle, effective, dependable

and unobtrusive protector in complete harmony with the housewife and her home

TARGET CONSUMER - Demographics, Behavior, Need-Desire

PRODUCT CONCEPT - Family Value ,Protection from Disease Soundless and Mosquito free sleep.

STAR ENDORSEMENT- Female Bollywood Star endorsement

DOUBLE POWER -DOUBLE PROTECTION

ADVANCED SYSTEM : DO POWER MODE WALA, NA RAHEAY MACHAR NA RAHAY JHANJHAT

KHSUIYO KE PAL BARKARA RAKHAY NO CHIPP-CHIPP , NO RASHES, NO ALLERGY

85% CUSTOMER are using good knigh t products.