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92 SUPERBRANDS
continuing hazard and a health
menace. That they were differentiated
by a pleasant fragrance was an
added benefit.
But as markets grew and evolved
Goodknight discovered another need
gap and ushered in the era of the
liquid vaporiser. This addressed three
key consumer needs: greater
convenience, enhanced safety and
improved efficacy. Today, these are
available in solutions for 45 nights, 60
nights and 90 nights.
The brand was extended with the
introduction of Goodknight Active
Shield, a mosquito repellent cream and 'protecting happy
lotion that was introduced in 2001 to moments' and its commitment to
provide protection in the out-of-home product innovation.
space. Its brand promise was simply the
detail: non-sticky. Promotion
As a nurturer and comforter of the family, all
Recent Developments mosquito repellent communications are
As markets evolve consumers seek not just targeted at the housewife. Playing on her
contemporary quality that uses the latest concerns, they have traditionally communicated
later, it had launched the world's longest lasting discoveries and innovations but also a product the fear of mosquitoes as the reason to buy –
coil, one that burnt twelve hours. that looks modern sitting in the shelf. While this and their products ability to neutralise them. For
Not allowing complacency to set in, appears to be commonsensical, the truth is that most, the role of a mosquito repellent is realised
Goodknight re-energised itself and took on this piece of wisdom is not caught by everyone. only when it stops being effective. As a result,
the role of a protector. It concluded Goodknight has always mosquito repellents are perceived to be only a
that relief from mosquitoes been led by consumer problem-solution product and have thus, not
was not about killing them but research. Its introduction been able to create a strong emotional connect.
Goodknight veered away from this stance. It
decided to humanise the brand by creating a
brand ambassador. Actress Rani Mukherjee was
selected on the basis of the researched fact that
she epitomised dynamism, warmth and caring –
values that the modern Indian housewife
empathised with. This greatly helped the brand
break through the clutter and give it a larger
than life image.
To support significant shifts like these,
Goodknight insists that all creative thinking start
with insights on mothers and children and
should be juxtaposed alongside consumer
about keeping alive needs. It is the satisfactory understanding of
happy moments by these elements, the brand believes, that can lead
simply preventing of two powerful products to effective advertising.
mosquito attacks. In – Goodknight Aerosol for This explains why Goodknight commercials
this space, Goodknight took on strong action against have always delivered on every strategic
the role of a warm, vibrant, mosquitoes and objective and have won international accolades
contemporary, caring and concerned Goodknight Activ+ liquid for finely balanced creative content.
friend. vaporiser for normal or
The brand has now insulated itself with high mosquito infestation Brand Values
another formidable weapon, Goodknight modes – are prime There is a stark difference between Goodknight
Advanced. This superior technology platform examples of this aspect of and other brands in this category. Every other
is expected to brand talks of killing mosquitoes; Goodknight
cocoon it and fight feels it simply needs to state that it protects
off any immediate against them.
challenge to its This non-violence, in a manner of speaking, is
regained supremacy at the heart of its brand values. The brand sees
(Source: Nielsen, itself as a safe, gentle, effective, dependable and
October 2008). unobtrusive protector in complete harmony
with the housewife – and her home.
Product
Delivering innovative the brands' www.godrejsaralee.com
products based on thinking.
consumer feedback On the fact of
has been the meeting consumer Things you didn’t know about
backbone of the expectations of
Goodknight brand. modern packaging, Goodknight
This is evidenced in Goodknight has The first Goodknight commercial on a national
the fact that it been up to the network channel was beamed on Doordarshan
researched, analysed challenge. The in 1985
and pioneered the brand upgraded
household insecticide to a fresh and Fifteen years after launch Goodknight had
market when it contemporary become the world's largest selling electronic
developed India's identity that was mosquito repellent
first electronic both visually
The twelve-hour coil is a Goodknight
mosquito repellent, superior
innovation
the Goodknight Mat. and highly
These products were differentiated. This The Goodknight aerosol had grabbed 5.40%
seen as safe, effective new look reflects market share within five months of its
and convenient the brands' introduction
solutions to a promise of
SUPERBRANDS 93