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Amity Business School
IMPACT OF PRODUCT DIFFERENTIATION
IN THE SALE OF GOOD KNIGHT
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Presented By Group-2-PHEONIX
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Sonam Agarwal F-15Karuna Tyagi F-21Saikat Mitra F 26Abhishek Banerjee F 28Pankaj Mahajan F 51Abhishek Das F 57
MBA 2012
Amity Business SchoolIntroductionThe good knight brand was launched by Transelektra Domestic Product Limited(TLDP) in 1984 but after a few years it formed a strategic alliance with godrej sara lee, a fortune of 500 consumer product giant to create a formidable products. Good knight is the only fully entrenched brand in GODREJ HOSEHOLD PRODUCTS with significant presence in all the formats. Good knight grew from strength to strength launching Mats followed by Liquid Vaporisers, coils, lotions and aerosols.
There is a stark difference between Good knight and other brands in this category. Every other brand talks of killing mosquitoes; Good knight feels it simply needs to state that it protects against them.
Good knight enjoys enormous equity with consumers. Starting with its 'great nights begin with Good knight' to 'protecting happy moments,' the journey has resonated with a deep understanding of consumer needs.
Amity Business School
The brand has traversed emerging consumer trends and has created a three pillared strategy identified by the key differentiators
GOOD KNIGHT CARE RANGE
-it promises to tackle the basic need of consumers in mosquito repellent industry.GOOD KNIGHT ADVANCED RANGE- promises to give technologically advanced solutions overcoming the key format barriers with products in the good knight care range category.
GOOD KNIGHT NATURALS- Promises to tackle consumer concern of safety.
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GOOD KNIGHT CARE RANGE1)GOOD KNIGHT SILVER MATS- Launched in 2003, with contemporary packing, superior technology and using a
high decibel campaign. - Constitutes 62% of silver mat market- Pioneer in mats - Come is two packages of 30 mats and 100 mats
2)GOOD KNIGHT COILS-it commands 50% of the coil market
-the only coil with fragrance
-largest selling 12 hour coil in the country
3)GOOD KNIGHT SILVER POWER-widest range of refills and machines
-silver wick for consistent release of active
-fastest growing refill brand
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GOOD KNIGHT ADVANCED RANGE1)GOOD KNIGHT ADVANCED ACTIVE PLUS-2009 , product of the year in household product category
-has dual mode , normal mode for normal mosquito problem and active mode for heavy mosquito infestation.
2)GOOD KNIGHT ADVANCED MOSQUITO AND FILE SPRAY
-it constitutes 9% market share
-superior product that has advanced filters to reduce harsh particles
-leaves a pleasant fragrance after use
3)GOOD KNIGHT ADVANCED LOW SMOKE COILS-it has cornered 50% of the coil market
-world 1st coil that offers 80% less smoke
-25% more effective
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GOOD KNIGHT NATURALS1)GOOD KNIGHT NATURAL MOSQUITO REPELlANT
CREAM-11% market share
-the only cream with moisturizer and skin care benefit
-enriched with natural care ingredients like tulsi and lavender
-a product from the trusted house of good knight
-comes in two packaging :50 ml and 125 ml
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SWOT ANALYSIS
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Amity Business School
BCG MATRIX
Amity Business SchoolBCG MATRIX
HIGH LOW
HIGH
LOW
STAR QUESTION MARKS
CASH COWS DOGS
MARKET SHARE
MARKET
GROWTH
Amity Business SchoolANALYSIS OF BCG MATRIX
STAR• Vapourizer is in this category.
• Maintained market position.
QUESTION MARKS• Aerosol, Cream are in this category
• Unrealized Future Opportunities
Amity Business SchoolCONTD…..
CASH COWS• Coil is in this category
• No potential for future growth
DOGS• Mats is in this category.
• No future growth opportunities.
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S.T.P
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Market segmentation is dividing the market into smaller groups of buyer having distinct needs,characteristics or behavior who might require separate products or product mixes.
Amity Business SchoolTYPES OF SEGMENTATIONTYPES OF SEGMENTATION
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DEMOGRAPHIC
HIGHER INCOME HIGHER INCOME GROUPGROUP
LOWER INCOME LOWER INCOME GROUPGROUP
MIDDLE INCOME GROUP
GOOD KNIGHT ADVANCE
GOOD KNIGHT SILVER RANGE
GOOD KNIGHT JUMBO COILS
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• After evaluating the different segments, the company must now decide which and how many segments it will target. A target market consitsts of a set of buyers who share common needs or charachteristics that the company decides to serve.
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URBAN,METROS
RURAL
RICH PEOPLE
FARMERS,WORKERS
MIDDLE INCOME
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• A product position is the way the product is defined by consumers on important attributes- the place the product in consumers minds relative to competing products. Positioning involves implanting the brands unique benefit and differentiation in customers minds.
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. Every other• brand talks of killing mosquitoes; Goodknight• feels it simply needs to state that it protects• against them.• This non-violence, in a manner of speaking, is• at the heart of its brand values. The brand sees• itself as a safe, gentle, effective, dependable and• unobtrusive protector in complete harmony• with the housewife – and her home.
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ADVERTISEMENT
Amity Business School
ADVERTISING GOOD-KNIGHT
Good-Knight focus on achieving three general goals—
1) To promote health awareness of customer and its product - “INFORM”
2) To stimulate sales directly and convince their customers -“PERSUAE”
3) To establish relation or modify a business image and with customer- “REMIND”.
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STAGES OF ADVERTISING STRATEGY
TARGET CONSUMER- Demographics, Behavior,Need-Desire
PRODUCT CONCEPT -Family Value ,Protection from Disease
Soundless and Mosquito free sleep
STAR ENDORSEMENT- Female Bollywood Star endorsement
ART WORK AND LAYOUT- Packaging,Outlooks,Designing of products
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Good Knight
“MACHAR SE CHUTTKARA”
“DOUBLE POWER – DOUBLE PROTECTION”
“ADVANCED SYSTEM : DO POWER MODE WALA, NA RAHA MACHAR NA RAHAY JHANJHAT”
“ KHSUIYO KE PAL BARKARA RAKHAY”
“NO CHIPP CHIPP, NO RASHES, NO ALLERGY”
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COMMUNICATION MEDIA- The communication media is the means by which the advertising message is transmitted to the consumer ,reaching out the exact target audience. The types of media GOODKNIGHT has choosen:
Print - primarily Newspapers and Magazines.
Audio - FM and AM radio
Video - Promotional videos, infomercials
Outdoor advertising – Billboards at public places, shops and retailers, public transportations.
Amity Business School ADVERTISING LAWSBy the Federal Trade Commission (FTC) laws:
> Consumer Product Safety ActHOUSEHOLD INSECTICIDE, CAUTION!!!!!!
> Child Protection and Toy Safety Act – NO SPECIFIC ANTITODE IS KNOW SYMPTOMAICALY. ANTIHISTAMINES MAY BE GIVEN FOR ALLERGY
> Fair Packaging and Labeling Act TRANSFLUTHRIN 88% w/w
> Antitrust Laws MRP PRICE IS MENTIONED and BAR-CODE
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ANALYSIS
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Amity Business SchoolCOMPETETION>PRODUCT
DIFFERENCIATION> MARKET LEADER
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1970- Bombay chemicals- tortoise mosquito coil1984- Good Knight brand was launched by Transelektra Domestic Products Ltd (TDPL) electronic mosquito destroyer-MAT- Allethrin (1%).1990- introducing a low cost EMD called Star1990- VAPORIZER- ALLOUT1994- godrej hi care took over T D P L.1995- godrej also added [hit + jet +banish] + strategic alliance by sara lee-fortune 500Up to 1995 low price strategies worked well.Same year Mortein launched coil with Allethrin-dam kam kam jaadaGk launched vaporizer1997 Goodknight expert vaporizer 1999- Goodknight launched red coil variant giving 10 hours life time over 8 hrs of green2001- Goodknight launched green variant champion coil to war low segment2001- mosfree against market leader odomos2007- GOODKNIGHT ADVACE ACTIVE +
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Amity Business School
CUSTOMER ANALYSIS
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• 85% CUSTOMER are using good knight products
• 55 % among them were using this brand for the last 20years
• Liquidator>Goodknight first choice.
• 50 % consumers believes that Good Knight is not harmful
• Almost 60% believed that Good Knight > value for their money
• Priced at par with its competitors
• Customers are loyal to GK• AGGRESSIVE MARKETING> CELEBRITY ENDORSEMNT> RANI
MUKHERJEE VIDYA BALAN
• Consumers also aware of the adv….
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RETAILER ANALYSIS
• MIXED RESPONSE• MEDICINE SHOP- GK IS FAR AHEAD
• RETAIL OUTLET-ALL BRAND ALL VARIATION
• KIRANA SHOP-GK VISIT LESS,SUNDAR SASTA TIKAO,COIL
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Amity Business School
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