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. 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. 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. 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. 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. 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 products were designed to keep people safe from mosquito-borne diseases. 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. 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. Good Knight’s marketing strategy and interesting reasons behind its success The 100% organic Cool Gel and patches were also introduced in the same year. The 100% organic Fabric Roll On was introduced for people of all age group to apply on their clothes and get rid of mosquitoes. So long, Good Knight had invested on indoor mosquito repellants but in 2016, the company decided to foray into revolutionary outdoor repellants for personal use. The Good Knight Xpress System in 2014 was regarded as the fastest repellant system in India and it came to market in 2014. For conventional users and people from rural areas, the highly efficient coils with low smoke were introduced in 2009, which was a revolutionary milestone.Ģ013 was quite a remarkable year as the Advanced Fast Card costing just 1 Rupee was launched as most affordable and most innovative home insecticide. In the following year, Turbo Refills and Silver Mats by Good Knight were launched.įollowing the experiment by Mohan regarding Active Ingredients, in 2007, the Activ+ System was integrated with Good Knight Refills and machines by which users could shift between normal and active modes according to requirement. In 1999, the Jumbo Coils in red color was launched and it was a longer lasting solution as they could last for ten hours but in 3 years, this was replaced by the coils which were designed to last for 12 hours and last throughout the night –a boon for rural Indians. A seamless solution from harmful mosquitoes was the Good Knight Refill in 1995 that was supposed to last for 45 days on end. The electric smoke-free Goodnight Mat was launched in 1984 by TDPL or Transelektra Domestic Products Ltd as the first of its kind in mosquito repellent machine history. The fast cards, patches, roll on, these products power chips, repellant gels etc were launched in the following years and Mohan was a pioneer in bringing them to Indian market. or Active Ingredients used in these mosquito repellents. In 1994, he started research for the A.I. The initial products were the refill machines and coils which were effective enough to challenge the competitor brands. With such a unique idea, Mohan was called “Good Knight Mohan” according to the first pyrethroid based product –Good Knight. 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. When the term household insecticide was relatively an unknown topic, Mr. In order to make India a country free from vector-borne diseases such as Malaria, Chikungunya and Dengue, thereby, reducing the deaths caused by these diseases, the non-toxic and affordable repellants from Good Knight are used by people from all socio-economic backgrounds. The CEO of Godrej Consumer Products, Sunil Kataria has emphasized on utilizing natural formula in the repellants, be it for fast cards or for liquids or other products. As the leading mosquito repellant product manufacturer in India, Good Knight from Godrej is a trusted company to provide the customers with extensive range of indoor and outdoor repellents.
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