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)
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!
My Previous article for reference:- http://www.viragbrand.blogspot.in/2011/10/power-in-your-handwhat-you-say.html
“Be Ready for
Innovation = To give your Consumer Smile & Satisfaction”
