3. Segment Mid and mass segment both in rural and urban area
Target Group Middle class and upper class households
Positioning
Protection, non violence, safe gentle effective dependable and un
obtrusive protection in compete harmony with the housewife
BRIEF IDEA
5. SEGMENTATION (S)
GCPL has segmented the market on the basis of the following variables:
Demographic (age and social class), Psychographic (lifestyle and
personality), Behavioral (benefits and occasions), Geographical (region)
The first consisted of the home care segment where consumers were
buying well established brands such as Good Knight, HIT & JET in basket.
DEMOGRAPHIC
Age: 6-11, 12-19, 20-34, 35-49, 50-64, 65+
Gender: Male, Female Occupation: Professionals, Retired, Students,
Homemakers, Sportsmen
Social Class: Working Class, Middle Class, Upper Middle Class, Lower Upper,
Upper Uppers
PSYCHOGRAPHIC
Lifestyle: Culture- Oriented, Safety- Oriented, Outdoor- Oriented
Personality: Gregarious, Ambitious
GEOGRAPHIC
Location based : different states, cities.
Region based : Rural, Urban, semi-urban
Home care (Psychographic):
Safety Oriented
6. TARGETING (P)
GCPL has a widespread distribution network across India. It makes sales in both urban and
rural markets, enabling it to benefit from the opportunities in both segments.
It has a sales team of over 250 staff spread across the country. It has a network of 33 C&F
agents. It had 1,273 distributors, 142 super stockiest and 3,175 sub stockiest to support
the sales team in India. Its distributors and sub stockiest cover around 650,000 retailers in
India.
GCPL has linked its major distributors in India through a system called “Sampark‟, a
collaborative planning, forecasting and replenishment system with its ERP system leading
to reduced inventory levels.
7. POSITIONING (P)
BENEFIT POSITIONING ( Good Knight, mosquito killer )
Good Knight Advanced double power “Activ+ System” for Refill, Advanced “Low Smoke”
alternative in coils and a “pleasant experience” aerosol.
Good Knight Naturals blend of active and exotic natural ingredients that lends
reassurance of safety
“Push karo, Khush raho”
