Introduction In 1984, when Good Knight was in the concept stage, it became the client of the advertising agency

Creative Unit. The mosquito repellant market at that time consisted of sprays, creams, coils and mats. Good Knight as a mat brand faced competition from Vape, Deemos and Lion. The Good Knight EMD that was to be introduced was to use an imported Japanese technology. As EMDs were in the nascent stage, the agency had to come up with a sound advertising strategy for the launch of the new brand. Problem Statement Develop an effective advertising and communications strategy for the launch of a new EMD brand in the market, and create a high value perception for the price differential between coils/creams and the EMD Key Issues 1. 2. 3. 4. 5. EMDs still in the nascent stage Acceptance of coils and creams were widespread with minimal dissatisfaction Poor brand awareness about existing electrical repellants High price difference between coils and the EMD Good distribution network for coils/creams

Analysis The major points addressed in the Marketing and Advertising Objectives were; a. Attract existing coil/cream users and encourage trials b. Position product as modern, premium, easy-to-use and safe c. Target mosquito repellant market share of 5% in the 1st year Based on consumer insights from FGDs, the brand name was decided as Good Knight. This was a good choice as it was common parlance in most Indian languages besides promising consumers a happy and peaceful sleep. The parents of school-going children were chosen as the primary target group because they were seen as the more health-conscious and concerned consumer, thus making them easy switchers. The media strategy can be described in two phases; Phase 1: Scale It was decided to launch the product in Kerala and Mumbai only as a pilot test for the product and the promotional campaign. Medium Daily newspapers based on the following reasons; i) ii) iii) Low budget Behavorial aspect of target market i.e. regular news readers Cognitive decision makers owing to product positioning and target market requirements from a mosquito repellant

Phase 2: Scale Launched across the country Medium Television, because they were beginning to penetrate into households all over the country The campaign proved to be a highly successful one in terms of sales and market share. The brand name conveyed the advertising proposition that was consumer health, perfectly. Recommendations Initially, the target market was parents of school children, and hence the communication was focused on the modern nature of product and the lack of side effects. This created a pull from the health conscious target market, thus allowing the company to keep Good Knight as a premium product. However, over time as they expand their target market to varied customers, this strategy of highlighting benefits might not work. They may need to consider other ways of making the product attractive to the average Indian customer, who is generally price-conscious.