Flying Insect (Mosquito) Repellent market is placed at over Rs 10,000 Crores.
The market in India for insect repellents is significantly large, due to the all pervading breeding of mosquitoes and
the serious diseases that mosquitoes inflict on the people.
At present, Godrej Sara Lee’s Good Knight is the leader in mats, with a 51% market share. Next, Reckitt
Benckiser’s Mortein has a market share of 15%, followed by Godrej Sara Lee’s Jet at 14%.
In the segment of coils, Reckitt Benckiser’s Mortein is the leading brand, with 33% market share, followed by
Godrej Sara Lee’s Jet and Good Knight at 17% and 12% respectively.
In the vaporiser segment, S C Johnson’s All Out is the leading brand, with around 69% market share,
followed by Godrej Sara Lee’s Good Knight at 21% market share.
The urban share of mosquito repellents is 77%, which shows that with increasing affluence among the
urban population, more and more people are purchasing mosquito repellents as a precautionary
measure against diseases spread by mosquitoes.
MARKET SHARE : CATEGORY AND URBAN & RURAL RATIO
The mosquito repellent market in India is dominated by four major players – Godrej Sara Lee, Reckitt
Benckiser, Jyothi Laboratories and S C Johnson.
Other players in the industry include Balsara Hygiene, Bayer, and Tainwala Chemicals.
The top three products in the mosquito repellent market are Mortein, Maxo and Good Knight.
COMPANY : GODREJ GROUP
Established in 1897, the Godrej group has grown in India from the days of the charkha to nights at the call centers.
Ardeshir Godrej, lawyer-turned-locksmith, was a persistent inventor and a strong visionary who could see the spark in
the future. His inventions, manufactured by his brother Pirojsha Godrej, were the foundation of today’s Godrej empire.
One of India’s most trusted brand, Godrej enjoys the patronage and trust of around 500 million Indians every
With 7 major companies with interests in Real Estate, FMCG, Industrial Engineering, Appliances, Furniture, Security and
Agri Care etc…
With Turnover of 4.1 billion dollars. You think of Godrej as such an integral part of India – like the bhangara or the kurta
– that you may be surprised to know that 26% of their business is done overseas.
Their presence in more than 60 countries ensures that their customers are happy at home with Godrej no
matter where they go.
With brands you can believe in, service excellence you can count on and the promise of brighter living for
every customer, Godrej knows what makes India tick today.
HISTORY : GODREJ CONSUMER PRODUCTS LTD
Godrej Consumer Products Ltd (GCPL) is a major player in the Indian FMCG market, with leading Household and Personal
Their products includes GoodKnight, Cinthol, Godrej No. 1, Expert, Nupur, Aer, Hit, Fairglow, Ezee and Protekt are household names
across the country.
One of the largest marketers of toilet soaps in the country and are also leaders in hair colours and household insecticides.
Four of their brands (GoodKnight, Cinthol, Godrej No.1 and Godrej Expert Hair Colour) are ranked among the ‘100 Most
Trusted Brands’ in the country by Economic Times - Brand Equity 2012.
They have a strong emerging presence in markets outside India. As part of increasing their global footprint, they recently
acquired 60% rights in Cosmetica Nacional, a Chilean hair colour company.
Some major Acquisitions by GCPL in West Africa, the Megasari Group, a leading household care company in Indonesia and Issue
Group and Argencos, two leading hair colorant companies in Argentina, Keyline Brands in the United Kingdom, and Godrej Global
Mideast FZE, they own international brands and trademarks in Asia (ex. India), Latam, Africa, Europe, Australia, Canada and the Middle
HISTORY : GOOD KNIGHT
The Good knight brand was launched by Transelektra Domestic Product Limited(TLDP) in 1984 but after a few
years it formed a strategic alliance with Godrej Sara Lee, a fortune of 500 consumer product giant to create a
Master Brand Journey of Godrej Consumer Products
BRAND : GOOD KNIGHT
Good Knight Advanced – promises to give technologically advanced solutions overcoming the key format
barriers with products like double power “Activ+ System” for Refill, Advanced “Low Smoke” alternative in coils
and a “pleasant experience” aerosol.
Good Knight Naturals – Promises to tackle consumer concern of safety. It achieves this through the products
which has a blend of active and exotic natural ingredients that lends reassurance of safety.
Good Knight base range – the above two platforms will add to the already existing “care” imagery of the
Good Knight further created stronger consumer connect by humanizing the brand values through carefully
chosen brand ambassadors.
Actress Rani Mukherjee and now Vidya Balan were selected on the basis of the researched fact that they
epitomised dynamism, warmth and caring – values that the modern Indian housewife empathised with and Good
Knight stands for. This greatly helped the brand break through the clutter and give it a larger than life image.
SEGMENTATION , TARGETING, POSITIONING (STP)
Mid and mass segment both in rural and urban area
Target Group Middle class and upper class households
Protection, non violence, safe gentle effective dependable and un obtrusive protection
in complete harmony with the housewife
There is a stark difference between Good knight and other brands in this category. Every other brand talks of
killing mosquitoes; Good knight feels it simply needs to state that it protects against them.
Good knight enjoys enormous equity with consumers. Starting with its ‘Great Nights begin with Good knight' to
'protecting happy moments,' the journey has resonated with a deep understanding of consumer needs.
The Good knight consumer is about…. Joy, Active, Expression, Balance, Relationship, Family
DEFINING THE CATEGORY : Growth Drivers for household Insecticide (HI) Increase the awareness about
Health & related diseases Reducing tolerance towards pest problem Desire for lower involvement with solutions
Varying severity forcing use of multiple solution
NURTURING STAGE (1984 - 1995) : Insecticide Option before 1983 Spray base pumps (Brand named Baygon)
Mosquito Cream Small Way Coils (Brand Tortoise) Mosquito nets Natural Methods
OVER RIDING CONSUMER NEEDS IS A RELIABLE AND POWERFUL SOLUTION : Can I get rid of smoke &
ash? Can I get solution that is affective for a sustained period?
THE RIGHT SOLUTION: GOOD KNIGHT MATS :The product Electricity Powered Machines
Replaceable Mats – works for 8 hrs Proposition No ash ; No smoke Pay Off Total protection for good night’s
GOOD KNIGHT STRENGTH IN CONSUMER’S MINDS : Successfully broad based into key format Coils, LVs,
mats Innovations Leadership Mats, jumbo coils, red coils, electric gels, turbo timer LMD GK Advanced Activ+
Double power LV system Low Smoke coils “ no harsh” Aerosols
RE-INVENTION STAGE : Tool used by the company “need scope” to know the standing in the consumers mind
Came to know that GoodKnight falls under happiness and well being segment, Mortein was known for
reassurance segment, “ Hit” and “All out” in control segment
The new Good knight Identity: Contemporary, yet instantly familiar to millions of Good knight consumers
There is ample scope for the growth of the mosquito repellent market in India because the distribution network
for these products is low.
There are 9 lakh outlets in India that sell mosquito repellents, 54% of the stores display Godrej Sara Lee’s
This shows that there is scope for greater distribution by these companies in the country.
COMPETITOR : ALL - OUT
KAPL (Karamchand Appliances Private Ltd.) began developing All - Out in 1987 at Baddi (HP)
All out was launched in April 1990 by a small company KAPL(Karamchand appliances private ltd.)
The company was run by Arya brothers - Naveen, Anil and Bimal.
KAPL was a single product company i.e. niche market.
SCJ (SC Johnshon) acquire All out in early 2000 due to lack of distribution network.
In the vaporiser segment, S C Johnson’s All Out is the leading brand, with around 69% market share
SWOT ANALYSIS : STRENGTH
Significant presence in all the formats ranging from mats, liquid vaporizers, coils, lotions and aerosols
Innovative product advance active liquid vaporizer : the product even awarded as product of year
Only coil with fragrance, Widest range of refills and machines, Innovative two coil pack
Celebrity brand ambassadors for product promotion
Declared as most trusted Brands after survey conducted in 13 cities across India
Dedicated research and development team which works towards product development
SWOT ANALYSIS : WEAKNESS, OPPORTUNITY, THREATS
Good Knight doesn’t always work in eliminating mosquitoes
Limited penetration in rural areas, which can be an important market
Community outreach and disease prevention program for tapping Growing market
Tie-ups with hotel chains, resorts
Expansion in Indian as well as global markets
Lotion in sachets, Repellent in gel form, Mosquito repellent oil etc
Rising competition in local markets
Popularity of other brands in the same segment
High customer brand switching for the FMCG brands
A POWERFUL BRAND ARE BUILT AND NOT BORN
Like people, brands need…
Nurturing when they are young
A mentor, who is passionate about their brand in the growing up years
Reinvention, so new ides backed by the great competency when they are adults trying to win over the world