1994

Meet the Goodknight Mat. Goodknight embarks on journey to a new era of India�s
first revolutionary smoke-free electric mosquito repellant.

1995
Goodknight 45-night refill launched as an endeavour to provide a hassle free
solution from the mosquitoes.

1999
Goodknight fulfilled its commitment of providing a lasting solution by launching
the unique 10-hour red Jumbo Coils

2002
Goodknight launched a revolutionary 12-hour Jumbo Coil that expanded the category &
provided a night-long solution in the rural India.

2003
This year marks the launch of the exclusive Goodknight Silver Mats and Turbo
Refills.

2007
Goodknight became the category leader with the launch of Activ+ Plus System, which
enabled the consumers to shift between Activ & Normal modes as required

2009
Goodknight launches the revolutionary & highly efficient Low Smoke Coil.

2013
The most innovative & affordable product in the home insecticide category �
Goodknight Advanced Fast Card was launched at just Re.1/-, which helped the entire
country protect itself from the mosquitoes!

2014
Goodknight launched India�s fastest mosquito repellent � the Xpress System

2016
Goodknight forayed into outdoor personal repellents with the launch of the
revolutionary Fabric Roll-On, a 100% natural product which is applied on clothes.
The brand also launched 100% natural Patches and Cool Gel as part of the range

Indoor
Goodknight Gold Flash RefillNew
Activ+ System
Activ+ Lavender Refill
Xpress System
Fast Card
Activ+ Coil
Jumbo Coils
Power Shots
Power Chip New
Outdoor
Fabric Roll-On
Patches
Cool Gel
Naturals
Neem Agarbatti
Neem Liquid Vapourizer New
Neem Anti-Fly Surface Spray New
Neem Anti-Mosquito Room Spray Ne

#promotion

1) campaign RAKSHA KI RAKHI

a special rakhi made with Goodknight Patches that offer active protection from
mosquitoes. Made by kids, this was a promise of protection for our heroes as they
went about their day. The entire activity was conducted keeping the current safety
norms and rules in place.

2)On Mothers� Day, Good Knight started a campaign with a video showing why a mother
knows everything before her family calls out and how they are always in Active
Mode. With the tagline of #MomsOnActivMode, the video features two kids saying how
their mom is ever so active while the voiceover of their father jovially asks them
how they felt about their mom. s

3)While launching the Fast Card, Good Knight created an advertising to give the
idea that these cards ward off mosquitoes
in moments and kids can study without the worry of being bitten.
The video features two kids studying in front of their tutor and as one boy gets
distracted again and again by the mosquitoes and
get chided by the tutor, the mother burns the fast Card and restores his
concentration.

In this campaign, Good Knight also provided a 24�7 customer care number that
offers study tips and hold contests
for kids to give scholarships for their academic benefits in future.

4)The Subah Bolo Good Knight campaign was a significant advertisement to spread
awareness of Dengue which is caused from mosquito bites during the daytime. While
around 90% Indians are aware of the fact, only 8% use Good Knight repellants and
hence the advertisement shows a little kid instructing his elder sister to keep the
windows closed and take precautions with Good Knight refill machines.

5)In Tamil, Telugu, Gujarati, Bhojpuri, Kannada and other regional languages, the
advertisement campaigns were launched to reach out to core audience. There was
Advanced Active+ System campaign showing how a baby sister ruminates over the
mosquitoes to be killed with normal and active mode of the machine. There was also
a Active+ Complete Protection advertisement where a kid promises to look after his
infant sibling by getting rid of mosquitoes with Good Knight repellant.

6)There was also the campaign related to Good Knight Advanced Xpress System where a
mother is seen juggling between adjusting her son�s fancy dress as Ravana and
fumbling with ineffective measures to eradicate mosquitoes. This brought a message
that instead of installing repellants in installment, it is better to get the
Advanced Xpress once and for all

#HOW IT ALL STARTED?

When the term household insecticide was relatively an unknown topic, Mr. R. Mohan
from Godrej came up with the idea of innovating a mosquito repellant so effective
that people find no mosquito indoors and so affordable that the middle-class and
people with low economic balance could use them.
With such a unique idea, Mohan was called �Good Knight Mohan� according to the
first pyrethroid based product �Good Knight. The initial products were the refill
machines and coils which were effective enough to challenge the competitor brands.

In 1994, he started research for the A.I. or Active Ingredients used in these
mosquito repellents. The fast cards, patches, roll on, these products power chips,
repellant gels etc were launched in the following years and Mohan was a pioneer in
bringing them to Indian market.

#launching?
The electric smoke-free Goodnight Mat was launched in 1984 by TDPL or Transelektra
Domestic Products Ltd as the first of its kind in mosquito repellent machine
history. A seamless solution from harmful mosquitoes was the Good Knight Refill in
1995 that was supposed to last for 45 days on end.

In 1999, the Jumbo Coils in red color was launched and it was a longer lasting
solution as they could last for ten hours but in 3 years, this was replaced by the
coils which were designed to last for 12 hours and last throughout the night �a
boon for rural Indians. In the following year, Turbo Refills and Silver Mats by
Good Knight were launched.

Following the experiment by Mohan regarding Active Ingredients, in 2007, the Activ+
System was integrated with Good Knight Refills and machines by which users could
shift between normal and active modes according to requirement. For conventional
users and people from rural areas, the highly efficient coils with low smoke were
introduced in 2009, which was a revolutionary milestone.

2013 was quite a remarkable year as the Advanced Fast Card costing just 1 Rupee was
launched as most affordable and most innovative home insecticide. The Good Knight
Xpress System in 2014 was regarded as the fastest repellant system in India and it
came to market in 2014.

So long, Good Knight had invested on indoor mosquito repellants but in 2016, the
company decided to foray into revolutionary outdoor repellants for personal use.
The 100% organic Fabric Roll On was introduced for people of all age group to apply
on their clothes and get rid of mosquitoes. The 100% organic Cool Gel and patches
were also introduced in the same year.

#Good Knight�s marketing strategy and interesting reasons behind its success

-India being a country where mosquitoes breed significantly during summer and
monsoon seasons, Good Knight has tried to introduce newer and effective products in
regular yearly interval and that too by using fewer ingredients so that the
products are cost-efficient.

-While people were used to only the less effective mosquito nets, creams and coils,
Good Knight increased its marketing of hardware add-ons working as EMDs or
Electronic Mosquito Destroyers which were offered with the mats. The products were
designed to keep people safe from mosquito-borne diseases.

-To stay in the leading position against other competitors, Good Knight had its
strategy of using powerful Supermats and Jumbo Coils in HI or Household Insecticide
category during late 1990�s.
-The introduction of Silver Mat in 2003 with high-quality contemporary packaging,
high decibel campaigning and superior technology was a re-launch of the older
version and now it proudly owns around 62% of market share. Similarly during late
1990�s the 10-hour coil and in 1995, the LMD or Liquid Mosquito Destroyer Machine
with 3 years of warranty and 24% vaporizer market share were notable marketing
strategies.

#CHANNELS OF DISTRIBUTION

#SUSTANIBILITY AND ETHICS

Godrej Trusts : 25% of the company's holdings are given in support of healthcare,
education and environment sustainability.
Godrej Good and Green : Building a better and greener India. An example would be
Godrej Sakhi , a training program for rural women on entrepreneurship
Soonabai Pirojsha Godrej Foundation maintains 1750 acres of mangroves in Mumbai.
Godrej employees are encouraged to volunteer in social programs to help their
communities.

#BRANDING
Synonym for mosquito repellent.
GoodKnight is the image of a dependable and gentle protector, where 'Happy Moments'
are protected by keeping mosquitoes away, and not killing them.
GoodKnight represents quality and product innovation, thanks to its range of
products from Advanced Activ+ to the latest Advanced Fast Card
Increased memory recall of brand name, credits to the catchy tag lines like "Asar
Dikhega, Dhuan Nahi"

#STP
The STP for Good Knight is given as below :

Segment - Mid and mass segment in Rural and Urban India.

Target Group - Middle class and upper class households.
Positioning - Effective, dependable, safe and gentle protection against mosquitoes

#BRAND ANALYSIS
Godrej Good Knight Brand AnalysiS

Parent Company---
Godrej Consumer Products

Category ---
Home care brands

Sector---
FMCG

Tagline/ Slogan---
Protecting happy moments; Protect who you love with what you love;

Push karo, Khush raho.

USP ----
Brand equity build over decades by various products

#Good Knight STP

Godrej Good Knight Segmentation----

Mid and mass segment both in rural and urban area

Godrej Good Knight Target Market----

Middle class and upper class households

Godrej Good Knight Positioning---

Protection, non violence, safe gentle effective dependable and un obtrusive
protection in compete harmony with the housewife

#SWOT ANALYSIS
Below are the Strengths in the SWOT Analysis of Godrej Good Knight:

1.Significant presence in all the formats ranging from mats, liquid vaporizers,
coils, lotions and aerosols

2.Innovative product advance active liquid vaporizer : the product even awarded as
product of year

3.Only coil with fragrance, Widest range of refills and machines, Innovative two
coil pack

4. Celebrity brand ambassadors for product promotion

5.Repellent cream with moisturizing and skin care benefits

6. Declared as most trusted Brands after survey conducted in 13 cities across India

7.Dedicated research and development team which works towards product development

Here are the weaknesses in the Godrej Good Knight SWOT Analysis:

1.Good Knight doesn�t always work in eliminating mosquitoes

2. Limited penetration in rural areas, which can be an important market

Following are the Opportunities in Godrej Good Knight SWOT Analysis:

1.Community outreach and disease prevention program for tapping Growing market
2. Tie-ups with hotel chains, resorts
3. Expansion in Indian as well as global markets

4.Lotion in sachets, Repellent in gel form, Mosquito repellent oil etc

The threats in the SWOT Analysis of Godrej Good Knight are as mentioned:

1. Rising competition in local markets

2. Popularity of other brands in the same segment

3. High customer brand switching for the FMCG brands

#Below are the top 3 Godrej Good Knight competitors:

1.All out

2.Odomos

3.Reckitt and Benckiser�s Mortein