Submitted To: Submitted By

:
Prof. Ranjan Paul Arpan Aggarwal
Avneesh Rai
Piyush Dhingra
Rajneesh Yaadav
Uttam Bose
Building Great Brands
ood Knight Brand launched by Transelectra Domestic Products Ltd. (TDPL) in 1984.
ood Knight introduced Mosquito Repellent Mats containing active compound called
Allethrin.
Ìn August 1994 odrej Hi Care took over TDPL.
A year later odrej company acquired and merged brands like Jet and Banish.
Followed by a strategic alliance with Sara Lee, a fortune 500 consumer product giant to
produce a formidable combine.
Ìn 1999, ood Knight began the exercise to consolidate its position by launching its red
coil variant.
Ìn 1997, odrej Sara Lee Limited (SLL) launched insect repellent lotion branded as
'Mosfree' and in 2001 it came under the umbrella of ood Knight.
The first ood Knight advertisement came on national network television Doordarshan
in 1985
By 1990, ood Knight became the single largest selling brand of electronic mosquito
repellent in the world.
The twelve-hour coil is a ood Knight innovation and ood Knight aerosol had grabbed
5.40% market share within five months of its introduction.
History
GOOD KNIGHT STORY
DeIining the Category
Nurturing stage
Mentoring Stage
Re-Invention stage
Conclusion
rowth Drivers for Household Ìnsecticide (HÌ)
Ìncrease the awareness about Health & related diseases.
Reducing tolerance towards pest problems.
Desire for lower involvement with solutions.
Varying severity forcing use of multiple solutions.
DEFINING THE CATEGORY
Consumer need Ior
a Pest Free home
House Insecticide
Category
Ìnsecticide Option before 1983
Spray pumps ( Brand named Baygon).
Mosquito Cream.
Small way coils ( Brand Tortoise)
Mosquito Nets.
Natural Methods.
NURTURING STAGE (1984- 1995)
House Insecticide
Category
Can Ì get rid of smoke & ash?
Can Ì get solution that is affective for sustained period?
THE RIGHT SOLUTION: GOOD KNIGHT MATS
The Product
Electricity Powered Machine
Replaceable Mats- works for 8 hrs.
Proposition
No Ash
No smoke
Pay Off
Total protection for ood Night's Sleep
OVERIDING CONSUMER NEEDS IS A RELIABLE &
POWERFUL SOLUTION
MAT MACHINE
SWOT ANALYSIS
Market Segmenting is dividing the market into smaller groups of buyer's
having distinct needs, characteristics or behavior who might require
separate products or product mixes
MARKET SEGMENTING
BRAND POSITIONING
COMPETITIVE BRANDS
Tools used by the company "need scope¨ to know the standing in the
consumers mind.
So, ood Knight worked on long term strategy came in the form of
SUPERMATS, which was more powerful than earlier offering
in1990's
Ìn 2003, ood Knight to counter the thrust re-launched its mat as
ood Knight SÌLVER MAT, which was the market leader with 62%
market share till 2005.
RE-INVENTION STAGE OR STRATEGIC STAGE
ood Knight protects the moment of Happiness in your daily life by
keeping you free of mosquito problems with its multi-faced solutions.
Activ¹System Advance Mos. Spray Low smoke coil
GOOD KNIGHT BRAND PROMISE

A POWERFUL BRAND ARE BUILT & NOT BORN

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