Good Knight – Brand Story

Submitted to:
Dr. Balakrishnan Menon

Submitted by:
Amrutha Deepak
P19232
 Company Profile

• Established in 1897: Ardeshir Godrej

• Present Chairman: Adi Godrej
• Indian conglomerate company headquartered in Mumbai,
Maharashtra, India
• One of most India’s trusted brand. Godrej enjoys the
Patronage and trust of over 470 million Indians every single
day for over 100 years
• The Godrej Group comprises of a very varied portfolio of
businesses that includes : Real Estate Development, FMCG,
Advanced Engineering, Home Appliances, Furniture,
Security, and Agri Care.
• Turnover crosses 4 Billion Dollars, and employs over 24,000
people
• Presence in more than 60 countries
Ardeshir Godrej
 Godrej in every home and
Vision
every workplace
Mission Enriching quality of life
Everyday Everywhere
Integrity | Trust | To Serve
Values
Respect | Environment
CONSUMER PRODUCTS INDUSTRIAL PRODUCTS
• Appliances • Storage Solutions
• IT Solutions
• Locks
• • Chemical
Soaps & Personal care
• Foods • Construction Material &
• Vending Machines Services
• Housing • Machine Tools Services
• Pest Management Services • Medical Diagnostics
• Air Care • Agro Products
 Brand
• R. Mohan was the founder of Good Knight, MD of Godrej Sara
Lee
• Good Knight: The trustworthy companion.
• Electric repellent system for indoor and non-electric system
for outdoor.
• Instant measures from disease carrying mosquitoes there
were Power Chip system, Fast Cards and the Power Shots
spray, complete solution for up to 12 hrs. 
• Huge success in short time in cities, metros, all where high
incidence of mosquitoes.
• Good Knight was the right product at the right time.
• Other brands talks of killing mosquitoes; Good Knight feels it
simply needs.
• ‘Great nights begins with Good knight’ to ‘Protecting happy
moments’ :Deep understanding of consumer needs.
Brand Evolution
• Brand was launched by Transelektra Domestic Products Limited (TDPL) in 1984.
• Godrej Hi Care took over TDPL in August 1994, followed by a strategic alliance
with Sara Lee.
• Later liquid vaporisers challenged Goodknight's leadership. Entered into liquid
vaporisers & communicated deeper emotional benefit of 'total protection.’
• In 1999 Goodknight launched red coil variant. 10 years later launched world's
longest lasting coil, that burnt 12hrs.
• Goodknight took the role of a protector, by giving relief from mosquitoes.
• Differentiated by a pleasant fragrance.
• Later discovered liquid vaporiser with greater convenience, enhanced safety and
improved efficacy.
• Goodknight Active Shield, a mosquito repellent cream and lotion that was
introduced in 2001. (Non sticky)
• Introduced Goodknight Aerosol Goodknight Activ+ liquid vaporiser for normal or
high mosquito modes,Goodknight roll-on, Goodknight patches, Cool gel, Spray,
Fast card.
• Brand upgraded packaging that reflects the brands' promise of 'protecting happy
moments' and its commitment to product innovation.
 USP:
Brand equity build over decades by various products

STP:
Segmentation: Mid and mass segment both in rural and
urban area
Target Market: Middle class and upper class households
Positioning: Protection, non violence, safe gentle effective
dependable and un obtrusive protection in compete harmony
with the housewife
 BRAND PERSONALITY

Sincerity: Competence:

Safe, Gentle, Effective, Protection against

Unobtrusive, Protector mosquitoes, other
in complete harmony brands talked about
with housewives killing them

Excitement:

3 pronged strategy
identifier
 Advanced
 Naturals
 Base range
Integrated Marketing Communications strategy
adopted for brand building and management
 IMC Program focused on Rural Marketing
Product:

• Good Knight Fast Card

• Paper-based mosquito repellent
• Rs. 1 per card

 Odisha has reported more than 35

per cent of the disease load in the
country. Malaria afflicted 3,88,451
persons and claimed 73 lives in
2014.
 Brand Equity:

 Brand Awareness:
 Brand Recognition
 Brand Recall Performance:

 Brand Image:

 Perceived Quality:
 Brand Loyalty:
 Brand Association:
 BRAND ASSOCIATION

Low Electricity Afforda

Consumption Happy
ble Trust
Quality Non
Product Violence
Mosquito
Repellent
Fam Powe
r
Relatio Safeily R
Car
nship
 "Push Karo, Khush e
Good ed
Everywher
Quick Cost- e
Raho" Sleep Super
  Brand value:
Good Knight the preferred choice of the consumer. A complete mosquito repellent solution that
offers total protection. There is a stark difference between Goodknight and other brands in this
category. 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.
 Keller’s Brand Equity Model

Resonance:
Consumer involvement,
Community, Substitute
product,

Judgements: Feeling:
Innovative, Quality Security, Excitement, Good
product, Recommendation, sleep, Family, Social approval,
Affordable, Gentle, Happiness, Non
Trustworthiness Violence, Super brand

Performance: Imagery:
High quality, Regular users highly Harmless, Happiness, Red design and
satisfied, Efficient, Easy to carry, packaging convey power, Challenger,
Cost efficient Available everywhere

Salience:
Mosquito Repellent, Prompted recall, Loyal, Happiness, Harmony with mothers
 Brand Identity Prism
Picture of Sender
Physique:
Indoor & outdoor protection, Power Chip,
Personality:
Fast Cards, Power Shots spray, Roll-On, Gentle, Protective, Non-
Patches, Gels, Red color of logo and violence, Everywhere
packaging convey Power

Internalization
Relationship:
Externalization

Culture:
Protector, Kid-safe Trust, Innovation,
mosquito repellent, Harmless, Protection
Emotional

Reflection: Self-Image:
Care, Harmony with Confident, Stress-free, Care
mother, Relationships for family
Picture of Receiver
 Key issues and challenges

Consumers concern about

Long run side effects Innovation
inorganic chemicals used

Suggestions:  Competition in the field of mosquito

 Introduce more natural products using
repellents is increasing so its necessary
natural ingredients like neem etc.
to introduce new products to survive in
the market
 Innovation of technologies and products
are important due to resistance to various
 Availability of variety of products in
repellent technologies in wild mosquitoes
rural areas should be improved as
mosquitoes are increasing in rural areas
 Market expansion to more countries
nowadays
Thankyou…