about developing products and delivery vehicles

that met consumer requirements. Perhaps,

because of this, Goodknight has been
synonymous with innovation and product
superiority. Its 12-hour coil for the lower-end of
the market to the Goodknight Advanced
Active+ system for the upper end, have all been
reflections of the brands' consumer-to-the-
Market Each format fulfils a consumer need gap and fore policy.
A scientist once estimated that a 10 square finds relevance in the overall scheme of things. Identifying a need gap at the extreme top
kilometre area in the Amazonian tropical forests Of the four, coils are the highest sellers with end, Goodknight entered the aerosol format
harboured more insects than were people on 57% penetration in urban markets and 19% in with the launch of Goodknight Advanced
earth. Given that this is part of the food chain it rural areas. This is followed by liquid vaporisers Mosquito Spray – a product that offers instant
would seem important not to disturb it. But with 36% and 4% penetration respectively and protection from mosquitoes without the
once some of these bugs leave the confines of aerosols at 5% – almost entirely restricted to relatively harsher experience of the aerosol. In
their territory and migrate to the populated urban India. Over the years, as other delivery five months of its launch this new product has
parts of the world the battle lines get drawn. vehicles have taken root, mats have gradually garnered 5.40% market share (Source: Nielsen,
The reason is simple: many of them carry lost relevance (Source: IMRB Household Panel, November 2008).
diseases that have the potential to decimate September 2008).
human population. One such insect is the In this widely distributed market Godrej Sara History
mosquito. Carrier of life-threatening diseases Lee commands a share of 32.50% with its The Goodknight brand was launched by
such as malaria, dengue and chikungunya Goodknight, Hit and Jet brands. This is followed Transelektra Domestic Products Limited (TDPL)
this common flying pest is the scourge by Reckitt Benckiser at 24.60% and S C Johnson in 1984. The mosquito repellent mats it
of humans. with 18.90% (Source: Nielsen, November 2008). introduced contained an active compound
India spends Rs. 1700 crore (US$ 354.20 Today, Goodknight on its own is a Rs. 400 called Allethrin which proved to be extremely
million) each year in the household insecticide crore (US$ 83.30 million) brand and a category effective in combating the mosquito menace. It
(HI) market battling mosquitoes. Usage peaks leader. came as no surprise that in a very short span of
during the monsoon and summer months. But time the product had gained huge success in
despite a high incidence of Achievements towns, cities and metros, all of which had a high
mosquito-borne diseases the Goodknight enjoys enormous equity with incidence of mosquitoes and happily, rapidly
most commonly used consumers. Starting with its 'great nights begin growing per capita incomes. In a sense,
method of keeping them with Goodknight' to 'protecting happy Goodknight was the right product at the
away is keeping doors and moments,' the journey has resonated with a right time.
windows closed at peak deep understanding of consumer needs. Having tasted early success, TDPL targeted
infestation hours or For Goodknight it wasn't just about research the lower-end of the market, launching a brand
using mosquito nets. In helping evolve positioning statements; it was also called Star priced at just Rs. 36 (US$ 0.75).
large open spaces, such Godrej Hi Care took over TDPL
as those offered by in August 1994. A year later the
villages, burning dry new company had acquired and
neem leaves is an merged brands like Jet and Banish.
effective deterrent to This was followed by a strategic
mosquitoes. So the alliance with Sara Lee, a Fortune
market for repellents is, 500 consumer product giant to
in the main, confined to create a formidable combine.
urban India where The Goodknight strategy to
penetration has been manufacture and market products
reported to be as high that offered great value worked
as 80%; rural markets wonders till a competitor launched
show usage amongst a coil containing the same
just 17% of the active compound, Allethrin.
population. At present Corresponding with this
this market is the development was the news
second largest in the that liquid vaporisers had begun
world after China and gaining ground. For the first time
growing at 13% Goodknight's leadership
per annum. was challenged.
The primary factors The brand rose to the
fuelling the explosive challenge and entered the
growth of this market vaporiser segment. Initially it
centre on low brand highlighted the convenience of the
loyalty and large-scale platform and later communicated
availability of cost- the deeper emotional benefit of
effective mosquito 'total protection.'
repellents. In 1999 Goodknight began the
The HI market in exercise to consolidate its position
India is segmented into by launching its red coil variant. Its
four delivery formats: immediate advantage was that it
coils, mats, liquid lasted ten-hours versus eight for its
vaporisers and aerosols. closest competitors. Four years

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