Promotional Strategy Assignment

Submitted By: Section B (Group 9)Ankit Tomar PGP30069 Garima Astha PGP30075Reeti Priyani PGP30096Tuhim Kanti Mondal PGP30113Sangita Naru PGP30338

CASE BACKGROUNDIn 1984, Transelektra Domestic Product Limited (TLDP) launched Good Knight Brand. During the time tortoise, odomos, and Baygons were the major competitors in the market. The market was dominated by coils with 70% share.The TLDP imported the technology known as electrical mosquito destroyer (EMD) fromSumitomo Chemicals of Japan. Electrical Mosquito Destroyer consist of an electrical plate and chemically impregnated paper mat. The company wanted to build the brand image of EMD including the brand name,package,design,advertising platform, its treatment and presentation in the market. The marketing objective was to acquire at least 5% market share in the first year and to encourage the trial of EMD as the latest repellent form.Competitors- Mosquito RepellentSafetyCostExamples

MatHighHighGood Knight, Vape, Deemos, Lion

CoilVery lowVery lowTortoise, Rooster

CreamLowLowOdomos

SprayFinit, Baygon

high safetymats

less cost high costcream

coils

low safetyOpportunity-Although the acceptance of coils and creams was very high (no dissatisfaction, low price, widely available), there was a latent demand for electric mats as the other options were low on safety. The major deterrent for electrical repellents was lack of awareness. If Transelektra was able to generate enough product knowledge with extensive advertising support, they could easily become market leaders.

Describe briefly the communication strategy of Good Knight at the time of its launch.Target Group: parents of school going children in Mumbai and KerelaProduct placement: premium categoryDistribution channel: existing distribution channels used by EMDPromotional media: Since the awareness of electrical repellent was low in the market. Increasing awareness about the product was main aim of the promotion. Famous newspapers in the selected geography were selected, Then Gradually increased its advertisements using other media like television and other print media, e.g. bill board and hoardings.Good Knight outperformed other mosquito repellants to retain its customers.

Describe briefly the communication strategy of Good Knight from the time of its launch.In 1990 Good Knight mat as Supermat was launched to counter other competitors. Product awareness had increased. Good Knight emphasized its superior performance through television advertisements. In 1995 Good Knight came up with liquid vaporizer. Target customers were mothers of small children. Market Opportunity: In 1999 Good Knight entered with coil but in order to keep the premium impression of the brand it came up with 10 hours herbal coil to differentiate itself from Mortein coil. Good Knights presence in all form of mosquito repellents (coil, spray, liquid vaporizer) convinced and encouraged their trust in the brand.In 2003, Good Knight came up with silver mat in electronic mosquito repellent to capture new customers. With a wide portfolio and rising popularity, it developed a loyal customer base. Pull strategy added to the sales and helped Good Knight become the market leaderGood knight emphasized on emotional (safety of infant) as well as functional benefits (10 hrs. coil) of the product.Frequent advancements in the products kept Good Knight two steps ahead of other players. It targeted customers who desired quick effect.Recently it launched Good knight Advance in different colors to give customers more option other than pure functional benefit.

Describe the communication effects and objectives for Good Knight and how they would change over time.Problems with EMD type product was that they were not branded yet sufficiently to make a premium product segment. Good Knight adopted strategy to put the product as premium product segment. Unlike other type of product of similar categories, they focused on hedonic pleasure more than functional benefits. Similar vibes were also absorbed in the advertisement of Good Knight. Being a low involvement product, the frequency of advertisement on television was high. But unlike the functional details shown by other products, Good Knight focused how it can make sleeping more comfortable. The path of evolution of Good Knight was toward establishing the brand on emotional connect. As Good Knight targeted market was young couple with little children, they depicted the care of mother for the healthy sleep of their children. The initial focus of advertisement was mother (Good Knight silver mat ads on YouTube) acted as a central character. But eventually they were replaced by children themselves. This is due to the usage of awareness of children about their own benefits. Also, their focus was shifted from functional benefit towards complete emotional connect. Product features were well known to people so they tried to put the product with low-involvement in the premium category.