REVIVAL STRATEGY OF

GOOD KNIGHT FAST CARD

Presented by-
•Adarsh Poddar (2021PGP007)
•Debasruti Mitra (2021PGP024)
•Komal Jangale (2021PGP030)
•Sanskruti Agarwal (2021PGP043)
•Tanumoy Bar (2021PGP057)
 Mosquitoes are the source of many diseases, including dengue fever,
malaria, brain fever, yellow fever, Chikungunya, and others.
Annually, 40 million reports of mosquito-borne diseases
The greater concern is that 80% of malaria cases in India are diagnosed
among the population which lives in remote areas of states such as
Gujarat, Karnataka, Madhya Pradesh, Jharkhand, Odisha, and Maharashtra
Active (primary) ingredient: DEET (N,N-diethyl-meta-toluamide) &
Metofluthrin
Secondary ingredients: Fragrances and other ingredients to reduce the

MARKETING PROBLEM concentration of the active ingredients and release it when

needed(heating)
Usage:
1. Direct application: creams, oilsm lotions
2. Indirect usage: incense sticks, aerosols, fabric roll-ons, sprays, machines,
coils
All contain harmful ingredients
Market size: INR 3200 crore with 44% penetration
To combat this problem, Godrej Consumer Products Ltd. Is
introducing a new product “Sattva Fast Card”.
 Defining Customer Needs

BASIC NEEDS
ARTICULATED NEEDS
Should be able to kill the mosquitoes
Save people from harmful diseases like dengue, malaria Effect should last for long time

etc. Affordable

Ease of use and safe

EXCITING NEEDS
Pleasant and desirable fragrance
No adverse effect on health
Safe for all ages
 Voice Of Customer
HIERARCHICAL STRUCTURE
Strategical: The basic need of any mosquito repellent in
TACTICAL NEED STRUCTURED INTO
India is to keep the mosquitoes away along with the STRATEGIC NEEDS
harmful diseases it brings with it.
Effectiveness
Tactical: These are more specific needs under the strategic
Ease of use
needs which are concerned with how customers will
Affordability
specifically measure the needs.
Safety
Tertiary:These needs include specific details like how
Fragrance
many mosquitoes is a repellent expected to kill to
establish that it is effective.

PRIORITIES
1) Effectiveness: How effectively the repellent can keep mosquitoes
away.
2) Ease of use: Whether it is plug and play or some installation is
required.
3) Availability: How easily the product is available in the market.
4) Safety: Whether the product causes any bodily harm or not.
5) Price: Price is another need that matters to customers.
6) Fragrance: The fragrance is an added need
MARKET SWOT Analysis
RESEARCH STRENGTHS:
• INNOVATIVE PRODUCT ADVANCE FAST CARD WEAKNESS:
TECHNOLOGY WHICH IS ORGANIC AT THE SAME • GOOD KNIGHT DOESN’T ALWAYS WORK IN
TIME. ELIMINATING MOSQUITOES.
• SOLVES ALL THE PROBLEMS OF THE PREVIOUS • LIMITED PENETRATION IN RURAL AREAS, WHICH
TARGET MARKET - REMOTE AREAS OF STATES SUCH AS GUJARAT,
PRODUCTS WHILE BEING ECONOMICAL. CAN BE AN IMPORTANT MARKET.
KARNATAKA, MADHYA PRADESH, JHARKHAND, ODISHA, AND
• CELEBRITY BRAND AMBASSADORS FOR PRODUCT
MAHARASHTRA.
PROMOTION
• DECLARED AS MOST TRUSTED BRANDS AFTER
SURVEY CONDUCTED IN 13 CITIES ACROSS INDIA
MARKET SEGMENTATION-
• DEDICATED RESEARCH AND DEVELOPMENT TEAM
DEMOGRAPHIC- OUR PRODUCT MARKET WILL FOCUS ON RURAL
AREAS. WHICH WORKS TOWARDS PRODUCT DEVELOPMENT
PSYCHOGRAPHIC - PEOPLE HAVING MEDICAL CONDITIONS LIKE
ASTHMA, BREATHING ISSUES AND BEING ALLERGIC TO FRAGRANCE OF
REPELLENTS ARE ALSO WHOM OUR PRODUCT WILL TARGET .
BEHAVIORAL- GOING BY OUR PRIMARY RESEARCH WE WILL FOCUS OPPORTUNITY: THREATS:
MORE ON THE SMALL RETAIL STORES LIKE THE KIRANA STORES • COMMUNITY OUTREACH AND DISEASE • RISING COMPETITION IN LOCAL MARKETS
PREVENTION PROGRAM FOR TAPPING • POPULARITY OF OTHER BRANDS IN THE
• GROWING MARKET TIE-UPS WITH HOTEL
MARKET NEEDS- SAME SEGMENT
·80% OF THE TOTAL OF 40 MILLION CASES OF MALARIA IN INDIA EVERY CHAINS, RESORTS
• HIGH CUSTOMER BRAND SWITCHING FOR
YEAR ARE REPORTED IN REMOTE AREAS OF A FEW STATES - GUJARAT, • EXPANSION IN INDIAN AS WELL AS GLOBAL
THE FMCG BRANDS
KARNATAKA, MADHYA PRADESH, JHARKHAND, ODISHA, AND MAHARASHTRA. MARKETS
·THE DISPOSABLE INCOME OF THE CONSUMERS IN THESE AREAS IS LIMITED
AND REQUIRE LOW-COST SOLUTIONS FOR PREVENTION OF MOSQUITO-
BORNE DISEASES
 KEY COMPETITORS

Local Handmade incense All Out

Mortein
sticks

Strong hold of rural market

Major competition (Rural) Variety of range and fragrance
Affordability attracts the
Attractive cheap prices Major threat to Good Knight
consumers
PRODUCT RESEARCH
DESIGN
Coil-like shape increases to durability
to 4 hours
Makes it a threat to its competitors

SATTVA FAST CARD

Made of all Natural ingridients-
Citronella, Ecualytyptus, Neem, Clove,
Peppermint, Basil and Camphor.

Aesthetic packaging
Easy to use and portable
Tear-able single units; bought when
required
Sources- Forbes India
 Marketing Strategy Of Sattva
MISSION:
TO PROVIDE ALL ROIUND, NATURAL PROTECTION FROM MOSQUITOES IN THE CHEAPEST WAY TO REDUCE THE DEATHS FROM MOSQUITO BORNE
DISEASES

Targeting Positioning Distribution Channel

Target group - Lower middle
and middle class in urban India
(81.9%, according to primary
research)
More focus on children
In rural India, more focus on
low-income group
Hospital tie ups
All-natural, mosquito repellent with
zero harmful emissions
Safe to be used around children
Ease of use and quick action
Can be used by all age groups
USP - Presence of natural
ingredients and non-harmful
fragrance
Super/Hypermarkets - BigBazaar
Large retail stores - DMart
Small retail stores- Kirana stores
Specialty stores - Pesticides,
Insecticides retail stores
Online retailing- Amazon, Flipkart
Online aggregators - BigBasket,
SuprDaily
Others
Marketing Decision Problems

Accurate and reliable measure of rural market demand

Reduced consumption of household insecticides due to fall in
income of rural households
Awareness: Health hazard of chemical-based household insecticides
& Benefits of Sattva Fast Card
Difficulty in differentiation of Sattva from Incense Sticks(widely
used)
Assumption among people that “sticks lamba chalta hai,” especially
in the rural areas of West Bengal, Northeast, Bihar, Jharkhand, Gujrat,
Madhya Pradesh, Odisha, Chhattisgarh, and Maharashtra where
mosquito-borne diseases are on a all-time high.
Duration of the Fast Card: Vanishes in 3 min & effects stay for just 2
hours as compared to the 4-hour incense stick. Hence, lack of
innovation was a major issue.
Absence of proper distribution and brand managing in the Rural
areas.
Absence of custom packets for rural and urban market areas.
 Ways to solve the problem
1 PRICING STRATEGY
2 DIRRUPTIVE
INNOVATION
Priced at INR 15
making it affordable
for even the lowest
income group
One packet contains
10 cards.
One card costs INR 1.5
only
3 DISTRIBUTION 4 COMMUNICATIONS
CHANNEL
Rural specific advertisement on
channels like Doordarshan; Radio
Innovation during Proper channels for advertisements.
COVID-19 pandemic distribution in rural Rural women ambassadors
Addressed issues in the India (awareness)
previous product (Good Reach out directly to Special projects for Rural
Knight Fast Card retail distributors Marketing
Change of shape from a without middlemen. Tie-ups with local government
simple card to a coil- Retailers to be educated bodies - Prevention of mosquito-
shaped card (major about the benefits of borne diseases
concern) the product. Use of local languages on
Use of natural Major focus on Word-of- branded vans distributing
ingredients and Mouth samples
fragrances; safe for
users of all ages
Our Recommendation

SATTVA FAST CARD

COIL SHAPED FAST CARD
LASTS UP TO 4 HOURS
MADE OUT OF NATURAL INGREDIENTS
AND ESSENTIAL OILS
NO FRAGRANCE OR PUNGENT SMELL
SAFE FOR CHILDREN
COST EFFECTIVE
EFFECTIVE AGAINST MOSQUITO
BORNE DISEASES|
PACKAGES AVAILABLE ACCORDING
TO CONSUMER NEEDS.
PROVIDES TRAY TO COLLECT ASH

15
Thank
YOU