Monday, January 9, 2017

Good Knight Roll – On – Category Breaker




Knowing your consumer is the hallmark of all successful brands. But the level of consumer understanding differs which decides whether a brand is enduring or non - enduring.  Godrej, a 119 – year old company lives on this. The brand enjoy a prominent position in the mind of the customers.
Godrej, over the years has been an undisputed leader in the home insecticide market. Good Knight mosquito repellent is moving way ahead of its competitors in sales volume as well as innovation. Good knight took a variety of forms from a coil to liquid to paper. All were instant hit in the market. The flip side is that all these products are in home.

Various research found that mosquito bite during day time causes Dengue, Chickungunia etc. Moreover, kids are more vulnerable to these bites. Good Knight very recently unveiled Good Knight Fabric Roll – on which is an innovative solution for the above.  The product is a roll – on which can be applied on the dress of the kid and can protect the kid from mosquitoes for 8 hours. Since the product is hardly three months old, the fate is uncertain.


To me the brand is building upon its established identity and tries to be a complete solution for mosquito bites. Before segmentation, the category (read household insecticide) has been divided into in the home and out of the home. Good Knight Fabric Roll – on fits into the second category. A 50 gm pack can be applied daily on two children for 30 days. The Roll – on is targeted to two segments viz. kids (infants to age 12 – 13) and mothers. Since, the product is 100% natural the company promises no skin allergies or side effects. Despite, being a lone player in the category the pricing is reasonable (50 gm for Rs. 75). The Roll on comes with a hole on top which helps you to hold it in a key chain. 


A study by AC Neilsen found that only 30% of the population in India are regular users of even perfumes and deo sprays. So it will be tough to create habit. The TVC (see the ad) developed is trying to address this challenge. The message also urges the kids to go out and play (since kids today play more of indoor video games or watch TV). To me the stage is perfect for Good Knight to earn a healthy market share of the new category till competition emerge.

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