SUPERBRANDS 2012

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godrej.com

GOODKNIGHT
market but to ensure complete effectiveness and safety the two key concerns consumers have. needs are and how best GoodKnight can fulfil them. The brand started its association with the housewife several decades ago with the famous pay-off line 'Sweet Dreams and GoodKnight folks!' When the markets evolved and it was no longer enough to state the obvious, GoodKnight graduated to the next level and to the next. With a mature market now making the decisions, it repositioned itself as the protector of happy moments. But clearly it wasn't going to be enough to simply state that. On the ground it needed a human face to say it. In 2006, Rani Mukherjee, the Bollywood actress, was chosen as the brand ambassador and later still Vidya Balan. Research showed that both were seen as true homemakers dynamic, warm, affectionate and caring, just the way a housewife would want to see herself. Humanising GoodKnight did another thing too: it made the brand larger than life and broke the clutter in a market that was increasingly becoming me-too. It is research that distinguishes a Godrej-driven brand from everyone else. Indeed, every creative brief starts with insights into the Indian family and how its needs are evolving. This helps develop solutions that are deeply rooted in consumer psyche and play out favourably on the stage of real life. This, too, is the reason why GoodKnight has delivered on every strategic objective and has won international acclaim for communications that are sharply focused even as they are creatively poignant.

GoodKnight is the country's dominant household insecticide brand and the world's largest selling electronic mosquito repellent. Available in all formats coils, vaporisers, sprays, mats and personal application cream GoodKnight is a C900 crore property with a market share of 30%. In each format, GoodKnight offers several variants that fulfil particular need gaps. Overall the category is modestly represented in rural India while urban markets have shown penetration of up to 76%. The future for GoodKnight it seems is splendid.
repellents. The category provides four convenient formats: coils, liquid vaporisers, mats and aerosol sprays. The most recent additions are personal sprays, gels and wet wipes for outof-home usage. Each format is relevant to different sets of consumers and fulfils typical need gaps. Coils have shown a penetration of up to 51% in urban India and 23% in rural markets. This is followed by liquid vaporisers with 45% urban- and 7% ruralpenetration. Aerosol sprays are the most expensive and, category, while almost single-handedly increasing the footprint in consumer households.

Achievements
GoodKnight's leadership position can be attributed to several factors effective, proven quality, apart. In the main, GoodKnight is a consumer-driven brand and almost always the first to spot a need gap and almost always the first to fill it. This gives the brand access into people's homes and accounts for its dominance in the coil segment and now also in the liquid vaporiser segment, where it was a very late entrant. It quickly bridged the gap by spotting a missing link and launching the technologically superior GoodKnight Advanced Activ+ system. It was this that helped sweep aside competition and gave the product the edge and dominance of the market. Today, GoodKnight is almost generic to the category. In the coil segment, too, GoodKnight beat back competition, which had by now attained parity with me-too products, by simply turning on the heat and launching its own offering of GoodKnight Advanced Low Smoke Coil in addition to its existing portfolio of Maha Jumbo and Mini Jumbo Coils.

1994. A year later the new company had acquired and merged its other mosquito repellent brands like Jet and Banish. A strategic alliance with Sara Lee, a Fortune 500 consumer product giant, followed to create a formidable force. GoodKnight's strategy worked wonderfully till competition launched a coil containing Allethrin, the same active compound, as GoodKnight. With parity having been achieved and liquid vaporisers giving competition an edge, GoodKnight hit back with telling force by launching its own vaporiser. It deviated from competition by positioning it for total protection rather than just a mosquito repellent. This immediately struck the right cord and GoodKnight soon recaptured lost ground. With the launch of its red coil variant in 1999, GoodKnight started consolidating its position. The immediate advantage the red coil offered was greater longevity it burnt ten hours against the eight competitors offered. Four years later, it upped the ante even further by introducing a twelve-hour coil and in the process became the manufacturer of the world's longest lasting coil. GoodKnight ensured that complacency didn't set in by recasting its role in the consumer's life. GoodKnight was no longer just a relief from mosquitoes, it took on the mantle of a protector, suggesting that happy moments didn't come by killing mosquitoes but simply by keeping them away. Through this clever repositioning it at once became a warm, vibrant, contemporary, caring guard instead of a killing machine.

Recent Developments
For GoodKnight, the pursuit of protecting happy moments does not end with its current products; it also is about consistently providing fresh solutions for a gamut of challenging environments. For instance, in its endeavour to provide protection in the out-ofhome environment, the brand developed GoodKnight Naturals mosquito repellent cream with the added goodness of milk proteins and a natural mix of tulsi and lavender. At that time the personal application category was a very nascent one. At just C45 crore (US$ 8.20 million), it barely created a ripple and remained largely unnoticed. The launch of GoodKnight Naturals injected a new life and urgency in it. GoodKnight Naturals itself notched up a 7% share of a growing market in the first year and has since captured 11% adding yet another conquest to its already overflowing cup of successes. GoodKnight also introduced GoodKnight Naturals, a personal application cream with natural ingredients tulsi, lavender and milk proteins. This is the first product in the GoodKnight portfolio that has taken the brand into an out-of-home usage format, increasing the reach of GoodKnight and making it a more entrenched brand in the lives of consumers.

Product
For GoodKnight it has always been about developing products and solutions that meet consumer requirements. GoodKnight has thus become synonymous with innovation and product superiority. From GoodKnight Advanced Activ+ for the upper end of the market to the 12-hour coil format catering to the economy end are reflections of GoodKnight's consumerto-the-fore attitude. The constantly evolving market led GoodKnight to discover another needgap in the liquid vaporiser format that addressed three key consumer needs greater convenience, improved efficacy and enhanced product experience. In its endeavour to bridge this consumer need GoodKnight designed the range of 4560- and 90- night refills. The backbone of GoodKnight has always been delivering innovative products based on consumer insights. Less evident is the fact that before the launch of its first electronic mosquito repellent GoodKnight Mat the brand had conducted extensive research. This resulted in the formulation of the GoodKnight Advanced range comprising its flagship GoodKnight Advanced Activ+, the GoodKnight Advanced Low Smoke Coil and the top-end GoodKnight Advanced Mosquito Spray. Behind these launches was not the need to sweep the

Market
If truth were to be graded in degrees of honesty then the fact that a mosquito is a deadly adversary would be right on top. In its near-weightless body it carries terrible diseases that have the potential to kill human beings several hundred thousand times its size. Till a century ago the only solution against its rabid bite was to stay out of reach. A century later it's still the safest option although drugs are now available to combat the menace of such diseases as malaria, dengue and chikungunya. There are several ways in which 'staying out of reach' is achieved, but in the process Indians spend over C3000 crore (US$ 545.50 million) each year in the household insecticide (HI) category with summers and monsoons being the period when sales peak. The most common practice fortunately available free is to simply close all doors and windows in the evenings when infestation reaches its zenith. The other is to use mosquito nets. However, for the bulk of the people insecticides are the solution of choice. In this, the market is sharply divided. Rural India in the main prefers to fumigate their homes with dried cow dung or neem leaves both effective deterrents. This explains the low 28% penetration HI has in rural markets. Urban centres, on the other hand, report penetration levels exceeding 80%. Despite this skew India is the world's second largest market after China and is growing at a healthy 10%. This explosive growth is largely driven by the easy availability of cost-effective mosquito
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Promotion
All GoodKnight communications are targeted towards the housewife. As a homemaker she understands the need for protecting her family and nurturing them in the same way as GoodKnight does. It's for this reason, that in her mind, GoodKnight, too, dons the mantle of a protector keeping the family sheltered from health perils. The brand realises that as long as the product is effective it will slip into a comfort zone and will cease to be top-of-mind. GoodKnight attempts to disturb that peace so that it is always up front. As a result it is consistently researching, consistently trying to ascertain how the homemaker is evolving, what her latest

Brand Values
GoodKnight sees itself as an excellent brand that is aggressive in the market place without being overtly hostile. It believes it is better to provide protection from mosquitoes in preference to necessarily killing them. This moderate positioning places GoodKnight at an elevated state and gives it a higher ground benefit. Non-violence is at the heart of the brand values and helps GoodKnight to be seen as a safe, gentle, effective, dependable and an unobtrusive protector all values imbibed by and also inspired from the homemaker for her home.

History
as a consequence, at 6% the least penetrated. Its usage, too, not surprisingly is restricted to urban India. The IMRB Household Panel (2012) report shows that mats have gradually lost relevance in the Indian market. Godrej Consumer Products Limited commands a share of 40% with GoodKnight, Hit and Jet. This is followed by Reckitt Benckiser which has a 20% market share and S C Johnson which controls 14.50% (Source: Nielsen, February 2012). Of the three, GoodKnight is the biggest household insecticide brand in India. At an annualised value of about C900 crore (US$ 163.40 million) and a market share of 30%, it is also the brand that is leading the growth in this The GoodKnight brand was launched by Transelektra Domestic Products Limited (TDPL) in 1984 when it introduced mats containing Allethrin, an active compound that was effective in combating the mosquito menace. In a few months after launch in city after city, word of mouth had propelled GoodKnight to leadership status. It seemed the mosquito riot had been quelled and the fight against the tormentor won. Godrej Hi Care took over TDPL in August

Things you didnt know about

GoodKnight
The first GoodKnight commercial on a national network channel was aired on Doordarshan in 1985 Fifteen years after launch GoodKnight had become the world's largest selling electronic mosquito repellent The twelve-hour coil and Activ+ system are GoodKnight innovations In terms of the number of users, GoodKnight leads the next biggest brand by a figure that exceeds the total population of Kerala

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