Good Knight

Group Membersy Ashish Murarka y Chirag Surti y Dhruvesh Morjaria y Fletcher Fernandes y Haseeb Parkar y KhushbooTrivedi

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Presented To: Prof. Nikhil Rao

History Of Good Knighty The Good knight brand was launched by Transelektra

Domestic Products Limited (TDPL) in 1984y In a very short span of time the product had gained huge

success in towns, cities and metros, all of which had a high incidence of mosquitoesy In a sense, Good knight was the right product at the right

time

y Godrej Hi Care took over TDPL in August 1994 y There is a stark difference between Good knight and other

brands in this categoryy Every other brand talks of killing mosquitoes; y Good knight feels it simply needs to state that it protects

against themy Good knight grew from strength to strength launching

Mats followed by Liquid Vaporizers, coils, lotions and aerosols

Brand Loyalty

Brand EquityBrand Awareness

Brand Awarenessy Brand awareness is a marketing concept that measures

consumers' knowledge of a brand's existencey It is very well known amongst its Target audience as a most

trusted Mosquito Repellenty Consistent quality, widespread distribution networks, and

excellent customer relationships have been the key success factors for the Good Knight brand

Brand Loyaltyy The brands reputation for its consistent focus on quality

was propagated through word of mouth publicityy Which led to the brand enjoying a high level of trust

among its target audiencey In the mind of a Consumer- Good Knight chalu karo is

the word that comes when they see Moquitos around

Law of Credentials

Law of Company

Law of Singularity

Laws of Branding

Law of Colour

Law of Word

Law of Credentialsy The crucial ingredient in the success of any brand is its claim

to authenticityy The best claim to authenticity is being the leading product or

service in your category, because consumers assume that if it is a leading seller, it must be goody Whenever people think about a Mosquito Repellent, the

Word Good Knight Comes to their mind

Law of Singularityy The most important aspect of a brand is its single-

mindednessy From the start of Good Knight it has talked about the

Protection against Mosquito rather than saying it will kill mosquitoy So the single- mindedness of Good Knight is PROTECTION

y A brand should strive to own a word in the mind of the

consumery What comes to mind when you think about a particular

product ?y For Mosquito Repellent the word Good Knight is the word

that comes to mindy Good Knight has become a synonyms for Mosquito

Repellents

Law of Coloury Leaders have the first choice to select the colour that represents

their brandy The best colour to select is the one that is most symbolic of the

categoryy Red is the colour of Energy and Attraction, both of which

represent the brand

Law of Companyy Brands are brands, Companies are companies, There is a y y y y

difference When a company uses its name with its brand name, it lead to confusion So, brand name should be promoted Even if the company wishes to use their name with brand name , primary importance should be given to brand name Very few knows that Good Knight is the brand of Godrej

Thank You