GOOD KNIGHT

 

How It All Started

When the term household insecticide was relatively an unknown topic, Mr. R. Mohan from Godrej came up with the idea of innovating a mosquito repellant so effective that people find no mosquito indoors and so affordable that the middle-class and people with low economic balance could use them.

With such a unique idea, Mohan was called “Good Knight Mohan” according to the first pyrethroid based product –Good Knight. The initial products were the refill machines and coils which were effective enough to challenge the competitor brands. 

Good Knight’s Marketing Strategy

India being a country where mosquitoes breed significantly during summer and monsoon seasons, Good Knight has tried to introduce newer and effective products in regular yearly interval and that too by using fewer ingredients so that the products are cost-efficient. 

-While people were used to only the less effective mosquito nets, creams and coils, Good Knight increased its marketing of hardware add-ons working as EMDs or Electronic Mosquito Destroyers which were offered with the mats. The products were designed to keep people safe from mosquito-borne diseases. 

-To stay in the leading position against other competitors, Good Knight had its strategy of using powerful Supermats and Jumbo Coils in HI or Household Insecticide category during late 1990’s. 

-The introduction of Silver Mat in 2003 with high-quality contemporary packaging, high decibel campaigning and superior technology was a re-launch of the older version and now it proudly owns around 62% of market share. Similarly during late 1990’s the 10-hour coil and in 1995, the LMD or Liquid Mosquito Destroyer Machine with 3 years of warranty and 24% vaporizer market share were notable marketing strategies. 

Good Knight’s Campaigns

On Mothers’ Day, Good Knight started a campaign with a video showing why a mother knows everything before her family calls out and how they are always in Active Mode. With the tagline of #MomsOnActivMode, the video features two kids saying how their mom is ever so active while the voiceover of their father jovially asks them how they felt about their mom. 

While launching the Fast Card, Good Knight created an advertising to give the idea that these cards ward off mosquitoes in moments and kids can study without the worry of being bitten. The video features two kids studying in front of their tutor and as one boy gets distracted again and again by the mosquitoes and get chided by the tutor, the mother burns the fast Card and restores his concentration. In this campaign, Good Knight also provided a 24×7 customer care number that offers study tips and hold contests for kids to give scholarships for their academic benefits in future. 

The Subah Bolo Good Knight campaign was a significant advertisement to spread awareness of Dengue which is caused from mosquito bites during the daytime. While around 90% Indians are aware of the fact, only 8% use Good Knight repellants and hence the advertisement shows a little kid instructing his elder sister to keep the windows closed and take precautions with Good Knight refill machines.

 

Conclusion

By introducing both electric repellant system for indoor and non-electric system for outdoor, Good Knight has been the trustworthy companion for all age groups. For instant measures from disease carrying mosquitoes there were Power Chip system, Fast Cards and the Power Shots spray, which offers complete solution for up to twelve hours. 

From the low-smoke coil and Jumbo coils to the Express and Active+ Systems, Good Knight has always emphasized on keeping the air clean. With excellent marketing strategy, Good Knight has also invented kid-friendly patches; cool gel and fabric roll-on to keep the mothers worry less.