Good Knight Advanced Fast Card : An Innovation

Likewise clutter breaking advertisement, Godrej Consumer Products Ltd. has introduced clutter breaking product, it has extended brand Good Knight Advanced and launched Good Knight Advanced Fast Card mosquito repellent which is available in paper format, which not require electricity, no smoke and get instant protection against mosquito till 4 hours.

Awesome innovation done by Godrej Consumer to cover untapped market as well as rural market where mosquito repellent is not consumed by consumers. Godrej Consumer Products Ltd. fast card brand has not only been introduced in India but also in Indonesia which is known as brand ‘Hit Magic Paper’, already achieved 8% penetration in Indonesia market within 3 month.

Insecticide Market Size in India:- INR Rs. 3600 Crore

Statistical Analysis (Source: Business Standard article):- 56% of Indians do not use mosquito repellents  In rural markets 72% of the population does not use any such product, therefore, the product would be able to tap new users.

USP:- (1) TFT (Thin Film Transistor) – safest molecules after 3 minutes no smoke-no fire. (2) 3 minute instant action and protect till 4 hours (3) Available at INR Rs. 1 (Pkg. of 10 cards at INR Price only 10).

Brand Extension with Innovation Portfolio of Good Knight (Mosquito Repellent):-

(1) Good Knight Mat (Launched in 1984)

(2) Good Knight Maha Jumbo Coil (Launched in 1995)

(3) Good Knight Low Smoke coil (Launched in 2000)

(4) Good Knight Active Advanced + System (Launched in 2008)

(5) Good Knight Fast Card (Launched in Oct. 2013)

Television Commercial:- http://www.youtube.com/watch?v=SCywuh17-rM (Good Knight Fast Card)

Brand strategy:- To sustain brand value & corporate identity, Godrej Consumers Products Ltd. is always coming up with an innovation which can understand consumers need & demand. By introducing Faster Card, Godrej Consumer will increase sales volume, cover untapped market (Urban/Rural) & increase new consumer base, sustain as leader in mosquito repellent against rival brand All Out (P & G), building up strong brand equity & identity.

How Can Good Knight Advance Fast Card give SMILE & SATISFACTION to consumers:- 

(1) Easily affordable price where all class of people can buy: Just INR Rs. 1 for 1 card

(2) Get Instant protection against mosquito, no smoke, not require electricity

(3) Consumer will get Value for money (Good brand + Result oriented quality + abundant economy price)

It can definitely expect that this innovation will be giving hit in market, may be change the mosquito repellent market scenario. Threaten time is started for rival brand All Out. Let’s see what will be the next step taking by All Out!

My Previous article for reference:- http://www.viragbrand.blogspot.in/2011/10/power-in-your-handwhat-you-say.html

“Be Ready for Innovation = To give your Consumer Smile & Satisfaction” 

Branding Concept "Switch To" ..

Three Brands are playing in sanitary pad segment Whisper, Stayfree and Sofy, out of them total 90% (Appx.) market dominated by Whisper and Stayfree brands. Merely, Whisper is rolled out with new campaign of Whisper Ultra Clean - “Switch To” concept which is targeting to age group 18 -26 year girls.

Object of Sanitary Pad is mainly “High & Prompt Absorbency” during menstrual period which is being strategically appealed by all three brands.  

Branding & Communication Strategy:-

New campaign of Whisper Ultra Clean directly conveying message “Switch to Hamesha (Always) Whisper Ultra Clean & Free from frequently changing pads. Brand itself is appealing that One Whisper Ultra Clean Pad having capacity to absorbing 5 time much better than ordinary pads. Many times Girls are feeling nervous, bring down her confidence, constraint in work due to frequently changing pads, the same thing has been conveyed by Whisper Ultra Clean.

Television commercial:- http://www.youtube.com/watch?v=S3xFhmU-e3I

TVC Communication Highlight:- Young Girl is refusing to her friends for meal and seating there on top place where she is painting. It means you can work freely and confidently wherever & whenever you are during period.  Secondly, she is appealing that “make your own rules and forget old rule because 1 whisper Ultra clean = 5 ordinary Pads.

“Switch to” concept has already been executed by Sofy Side wall brand a year back (July’12) and campaign been endorsed by Ms. Anushka Sharma (Bollywood Actress). The same concept is carried on with little changed which is influencing more and support to increase brand value.

“Switch To” Concept same but the communication changes are between Whisper Ultra clean & Sofy Side wall:-

(1) Punch line Switch to Sofy Side wall (For Sofy brand) and Switch to Hamesha (always) Whisper Ultra Clean

(2) Pads Featuring for Why need to Switch:- Sofy featuring that it has unique & flexible side wall which is protect from leakage and dry for longer time. While Whisper Ultra Clean featuring that it has capacity of 5 times dry promptly & better than ordinary pads (1 Whisper Ultra Clean = 5 Ordinary Pads), and no need to change pads frequently.

Television commercial – Sofy: - http://www.youtube.com/watch?v=EGZQFhG2yXo

Television commercial - Whisper:- http://www.youtube.com/watch?v=S3xFhmU-e3I

(3) At the end of TVC Sofy has shown  word “Switch To” because yet brand could not build image as well as still it has lack of brand awareness across India. While at the end of campaign Girl herself conveying message “Switch to Hamesha (always) by her voice. Because consumers are aware well and already built strong brand image globally.

(4) Girls has wearing same color costume & shoe as color of Whisper packaging and it is showing acceptance of brand While Sofy TVC has not found the same.

So, concept is same but communication strategy & style is much different which is influence brand image, brand value and brand identity towards consumers. Consumers are aware with all brands however it will be playing vital role to maintain the same. Since 2-3 years Stayfree is more emphasizing on CSR activity with conveying message Ab waqt hai badalne ka (Now, Time for Change).

My Previous Post for Reference:- http://viragbrand.blogspot.in/2012/07/switch-to-sofy-side-wall.html

Let’s see whether “Switch To” concept will work or not!