Amity Business School

IMPACT OF PRODUCT DIFFERENTIATION IN THE SALE OF GOOD KNIGHT

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Amity Business School

Presented By Group-2PHEONIX
Sonam Agarwal F-15 Karuna Tyagi F-21 Saikat Mitra F 26 Abhishek Banerjee F 28 Pankaj Mahajan F 51 Abhishek Das F 57 MBA 2012
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Introduction

Amity Business School

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 presence in all the formats. Good knight grew from strength to strength launching Mats followed by Liquid Vaporisers, coils, lotions and aerosols. There is a stark difference between Good knight and other brands in this category. 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 a deep understanding of consumer needs.

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

with contemporary packing. superior technology and using a high decibel campaign. Constitutes 62% of silver mat market Pioneer 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 .Amity Business School GOOD KNIGHT CARE RANGE 1)GOOD KNIGHT SILVER MATS Launched in 2003.

normal mode for normal mosquito problem and active mode for heavy mosquito infestation.Amity Business School GOOD KNIGHT ADVANCED RANGE 1)GOOD KNIGHT ADVANCED ACTIVE PLUS -2009 . 2)GOOD KNIGHT ADVANCED MOSQUITO AND FILE SPRAY -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 . product of the year in household product category -has dual mode .

Amity Business School 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 .

Amity Business School SWOT ANALYSIS 8 .

ESTABLISHED DISTRIBUTION NETWORK WEAKNESS 1.UNTAPPED RURAL MARKET 3THREAT 1.Amity Business School STRENGHT 1.REMOVAL OF IMPORT RESTRICTION 3.LOW OPERATIONAL COST 3.LESS INNOVATION 2.MAT QUALITY NOT GOOD 2.IMPROVE SOME PRODUCT IMAGE .DIFFERENT POLICIES IN DIFFERENT STATE SWOT OPPURTUNITIES 1.BRAND LOYALTY 2.SLOW DOWN IN RURAL AREA 2.LARGE DOMESTIC MARKET 2.

Amity Business School BCG MATRIX .

BCG MATRIX Amity Business School MARKET SHARE HIGH M A R K E T G R O W T H STAR LOW QUESTION MARKS HIGH CASH COWS DOGS LOW .

QUESTION MARKS ‡ Aerosol. ‡ Maintained market position.ANALYSIS OF BCG MATRIX Amity Business School STAR ‡ Vapourizer is in this category. Cream are in this category ‡ Unrealized Future Opportunities .

CONTD«. Amity Business School CASH COWS ‡ Coil is in this category ‡ No potential for future growth DOGS ‡ ‡ Mats is in this category. .. No future growth opportunities.

T.Amity Business School S.P .

.characteristics or behavior who might require separate products or product mixes.Amity Business School Market segmentation is dividing the market into smaller groups of buyer having distinct needs.

CREAM GEOGRAPHIC RURAL COILS .TYPES OF SEGMENTATION Amity Business School VAPOURISER URBAN AEROSOL MAT.

Amity Business School DEMOGRAPHIC HIGHER INCOME GROUP MIDDLE INCOME GROUP LOWER INCOME GROUP GOOD KNIGHT ADVANCE GOOD KNIGHT SILVER RANGE GOOD KNIGHT JUMBO COILS .

. the company must now decide which and how many segments it will target.Amity Business School ‡ After evaluating the different segments. A target market consitsts of a set of buyers who share common needs or charachteristics that the company decides to serve.

WORKER S .METROS RICH PEOPLE MIDDLE INCOME FARMERS.Amity Business School RURAL URBAN.

Amity Business School ‡ 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.

The brand sees ‡ itself as a safe. Every other ‡ brand talks of killing mosquitoes. effective. dependable and ‡ unobtrusive protector in complete harmony ‡ with the housewife ± and her home. is ‡ at the heart of its brand values. gentle. in a manner of speaking. Goodknight ‡ feels it simply needs to state that it protects ‡ against them.Amity Business School . . ‡ This non-violence.

Amity Business School ADVERTISEMENT .

.³INFORM´ 2) To stimulate sales directly and convince their customers -³PERSUAE´ 3) To establish relation or modify a business image and with customer.Amity Business School ADVERTISING GOOD-KNIGHT Good-Knight focus on achieving three general goals² 1) To promote health awareness of customer and its product .³REMIND´.

Demographics.Need-Desire PRODUCT CONCEPT -Family Value .Amity Business School STAGES OF ADVERTISING STRATEGY TARGET CONSUMER.Designing of products . Behavior.Packaging.Female Bollywood Star endorsement ART WORK AND LAYOUT.Outlooks.Protection from Disease Soundless and Mosquito free sleep STAR ENDORSEMENT.

NA RAHA MACHAR NA RAHAY JHANJHAT´ ³ KHSUIYO KE PAL BARKARA RAKHAY´ ³NO CHIPP CHIPP. NO RASHES. NO ALLERGY´ .Amity Business School Good Knight ³MACHAR SE CHUTTKARA´ ³DOUBLE POWER ± DOUBLE PROTECTION´ ³ADVANCED SYSTEM : DO POWER MODE WALA.

The types of media GOODKNIGHT has choosen: Print .Promotional videos. shops and retailers.Amity Business School COMMUNICATION MEDIA.FM and AM radio Video . Audio .primarily Newspapers and Magazines. public transportations. .reaching out the exact target audience.The communication media is the means by which the advertising message is transmitted to the consumer . infomercials Outdoor advertising ± Billboards at public places.

ADVERTISING LAWS Amity Business School By the Federal Trade Commission (FTC) laws: > Consumer Product Safety Act HOUSEHOLD INSECTICIDE. ANTIHISTAMINES MAY BE GIVEN FOR ALLERGY > Fair Packaging and Labeling Act TRANSFLUTHRIN 88% w/w > Antitrust Laws MRP PRICE IS MENTIONED and BAR-CODE . CAUTION!!!!!! > Child Protection and Toy Safety Act ± NO SPECIFIC ANTITODE IS KNOW SYMPTOMAICALY.

Amity Business School ANALYSIS .

Amity Business School ANALYSIS MARKET SURVEY ANNUAL REPORT RECORDS AND STRATEGIES CUSTOMER RETAILER 29 .

ALLOUT 1994.tortoise mosquito coil 1984.godrej also added [hit + jet +banish] + strategic alliance by sara leefortune 500 Up to 1995 low price strategies worked well.introducing a low cost EMD called Star 1990.GOODKNIGHT ADVACE ACTIVE + 30 . 1995.Goodknight launched green variant champion coil to war low segment 2001. 1990.Good Knight brand was launched by Transelektra Domestic Products Ltd (TDPL) electronic mosquito destroyer-MAT.Goodknight launched red coil variant giving 10 hours life time over 8 hrs of green 2001.VAPORIZER.mosfree against market leader odomos 2007.Allethrin (1%).Bombay chemicals. Same year Mortein launched coil with Allethrin-dam kam kam jaada Gk launched vaporizer 1997 Goodknight expert vaporizer 1999.godrej hi care took over T D P L.COMPETETION>PRODUCTBusiness School Amity DIFFERENCIATION> MARKET LEADER 1970.

Amity Business School 31 .

Amity Business School CUSTOMER ANALYSIS ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ 85% CUSTOMER are using good knight products 55 % among them were using this brand for the last 20years Liquidator>Goodknight first choice. 32 . 50 % consumers believes that Good Knight is not harmful Almost 60% believed that Good Knight > value for their money Priced at par with its competitors Customers are loyal to GK AGGRESSIVE MARKETING> CELEBRITY ENDORSEMNT> RANI MUKHERJEE VIDYA BALAN ‡ Consumers also aware of the adv«.

Amity Business School RETAILER ANALYSIS ‡ MIXED RESPONSE ‡ MEDICINE SHOP.COIL 33 .SUNDAR SASTA TIKAO.GK IS FAR AHEAD ‡ RETAIL OUTLET-ALL BRAND ALL VARIATION ‡ KIRANA SHOP-GK VISIT LESS.

Amity Business School 34 .

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