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Godrej Building Great Brands
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Transcript of Godrej Building Great Brands
BUILDING GREAT BRANDS
530 cr Brand No. 1 home care brand in India No. 14 FMCG brand in India No. 21 among all brands (relating to brand
equity) for the most trusted brand in India (by Economic Times)
GOOD KNIGHT STORY
Started in 1985 wanted to do business in FMCG First step is to define the category What category you are in? What the category needs, are from the
consumer angle? After launch of a brand, consumer need for a
pest free home which lead to a category called “House Insecticide Category” Size of the category today is around 2500 cr In 1985 it was zero (0)
DEFINING THE CATEGORY….
Growth Drivers for household Insecticide (HI)
Increase the awareness about Health & related diseases
Reducing tolerance towards pest problem Desire for lower involvement with solutions Varying severity forcing use of multiple solution
NURTURING STAGE (1984 - 1995)
Insecticide Option before 1983 Spray base pumps (Brand named Baygon) Mosquito cream Small way coils (Brand Tortoise) Mosquito nets Natural Methods
OVER RIDING CONSUMER NEEDS IS A RELIABLE AND POWERFUL SOLUTION
Can I get rid of smoke & ash? Can I get solution that is affective for a sustained
period?
THE RIGHT SOLUTION: GOOD KNIGHT MATS
The product Electricity Powered Machines Replaceable Mats – works for 8 hrs
Proposition No ash ; No smoke
Pay Off Total protection for good night’s sleep
MAT MACHINE
And than the investment was behind the brand at that time and the results were Good knight had bought new pyridine to household insecticide in India and it achieved the leadership with in a year, became the leader in mats (1984)
In 1990 (after 5 years) it has became the single largest selling brand of electronic mosquito repellent in world (in terms of volume).
MENTORING STAGE 95-05
Entry of competition Transeletra takeover by Godrej Godrej joint venture with Sara Lee in 95 Liquid vaporizer is launched in 1994 by Allout Success of the Good knight mat lead to other
solutions to be launched Good knight response (launched liquid vaporizer in 1995)
UNDERLYING NEED
Lack of electricity Good knight moved to the old way of coil but they
are small in size and not using active ingredients which are produced in Japan which is more synthetic in nature
Launched new coil with red color
GOOD KNIGHT STRENGTH IN CONSUMER’S MINDS
Successfully broad based into key format Coils, LVs, mats
Innovations Leadership Mats, jumbo coils, red coils, electric gels, turbo
timer LMD GK Advanced
Activ+ Double power LV system Low Smoke coils “no harsh” Aerosols
GOOD KNIGHT IN 2005 – ON A LOFTY PEDESTAL
Good knight #1 Household Insecticide brand for 2 decade #1 most trusted Home Care Brand in India Trusted & used by almost 50% of all urban households Strong relationship with Mothers across the country
yet…. Good knight business not fully leveraging the potential
of the massive consumer equity Consumer choice is shifting to formats where Good
knight was not dominant Value erosion – though price and trade wars a key
route used by competition to gain market share
GOOD KNIGHT GIVE MORE TO THE CONSUMERS
Value Enthusiasm Connected Consumer cherry GK by paying more
RE-INVENTION STAGE
Tool used by the company “need scope” to know the standing in the consumers mind
Came to know that GK falls under happiness and well being segment
Mortein was known for reassurance segment “Hit” and “All out” in control segment
The new Good knight Identity:Contemporary, yet instantly familiar to
millions of Good knight consumers
A RESTAGED GOOD KNIGHT
The Good knight consumer is about….Joy, Active, Expression, Balance, Relationship, Family
GOOD KNIGHT BRAND PROMISE
Good knight Protects the moment of happiness in your daily life by keeping your free of mosquito problems with its multi-faced solutions
NEW GOOD KNIGHT BRAND ARCHITECTURE
GOOD KNIGHT ADVANCED TO ACCELERATE GROWTH & SHARE GAIN IN LEAD FORMATS
Leverage Technology to address key format adoption barriers
Activ+ System Advance Mos. Spray Low smoke coils
In the span of 2 years picked up a market share of about 8.9% only by Good knight.
Working on the Global platform from past 10 years.
Focusing out for accusation outside India
A POWERFUL BRAND ARE BUILT AND NOT BORN
Like people brands need.. Nurturing when they are young A mentor, who is passionate about there in the
growing up years Reinvention, so new ides backed by the great
competency when they are adults trying to win over the world