Sunday, November 24, 2013

Good Knight Advanced Fast Card : An Innovation

Likewise clutter breaking advertisement, Godrej Consumer Products Ltd. has introduced clutter breaking product, it has extended brand Good Knight Advanced and launched Good Knight Advanced Fast Card mosquito repellent which is available in paper format, which not require electricity, no smoke and get instant protection against mosquito till 4 hours.

Awesome innovation done by Godrej Consumer to cover untapped market as well as rural market where mosquito repellent is not consumed by consumers. Godrej Consumer Products Ltd. fast card brand has not only been introduced in India but also in Indonesia which is known as brand ‘Hit Magic Paper’, already achieved 8% penetration in Indonesia market within 3 month.

Insecticide Market Size in India:- INR Rs. 3600 Crore

Statistical Analysis (Source: Business Standard article):- 56% of Indians do not use mosquito repellents  In rural markets 72% of the population does not use any such product, therefore, the product would be able to tap new users.

USP:- (1) TFT (Thin Film Transistor) – safest molecules after 3 minutes no smoke-no fire. (2) 3 minute instant action and protect till 4 hours (3) Available at INR Rs. 1 (Pkg. of 10 cards at INR Price only 10).

Brand Extension with Innovation Portfolio of Good Knight (Mosquito Repellent):-
(1) Good Knight Mat (Launched in 1984)
(2) Good Knight Maha Jumbo Coil (Launched in 1995)
(3) Good Knight Low Smoke coil (Launched in 2000)
(4) Good Knight Active Advanced + System (Launched in 2008)
(5) Good Knight Fast Card (Launched in Oct. 2013)



Television Commercial:- http://www.youtube.com/watch?v=SCywuh17-rM (Good Knight Fast Card)

Brand strategy:- To sustain brand value & corporate identity, Godrej Consumers Products Ltd. is always coming up with an innovation which can understand consumers need & demand. By introducing Faster Card, Godrej Consumer will increase sales volume, cover untapped market (Urban/Rural) & increase new consumer base, sustain as leader in mosquito repellent against rival brand All Out (P & G), building up strong brand equity & identity.

How Can Good Knight Advance Fast Card give SMILE & SATISFACTION to consumers:- 

(1) Easily affordable price where all class of people can buy: Just INR Rs. 1 for 1 card
(2) Get Instant protection against mosquito, no smoke, not require electricity
(3) Consumer will get Value for money (Good brand + Result oriented quality + abundant economy price)

It can definitely expect that this innovation will be giving hit in market, may be change the mosquito repellent market scenario. Threaten time is started for rival brand All Out. Let’s see what will be the next step taking by All Out!



“Be Ready for Innovation = To give your Consumer Smile & Satisfaction” 

No comments:

Post a Comment