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Building Great Brands: The Good Knight Story

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Sunil
Sunil

1. Good Knight is the number 1 home care brand and number 14 FMCG brand in India, known for its trusted mosquito repellent products. 2. Good Knight started in 1985 and defined the new "house insecticide category", focusing on consumer needs for pest-free homes. 3. Good Knight's initial success came from its flagship Good Knight mats, which provided reliable, smoke-free mosquito protection for 8 hours. This helped Good Knight become the leader in the mat category within a year and the largest electronic mosquito repellent brand globally by 1990.

EducationBusinessSelf Improvement
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BUILDING GREAT BRANDS
 
[object Object],[object Object],[object Object],[object Object]
GOOD KNIGHT STORY
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
DEFINING THE CATEGORY…. ,[object Object],[object Object],[object Object],[object Object],[object Object]
NURTURING STAGE (1984 - 1995) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
OVER RIDING CONSUMER NEEDS IS A RELIABLE AND POWERFUL SOLUTION ,[object Object],[object Object]
THE RIGHT SOLUTION: GOOD KNIGHT MATS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MAT MACHINE
[object Object],[object Object]
MENTORING STAGE 95-05 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
UNDERLYING NEED ,[object Object],[object Object],[object Object]
GOOD KNIGHT STRENGTH IN CONSUMER’S MINDS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
GOOD KNIGHT IN 2005 – ON A LOFTY PEDESTAL ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
GOOD KNIGHT GIVE MORE TO THE CONSUMERS ,[object Object],[object Object],[object Object],[object Object]
RE-INVENTION STAGE ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
A RESTAGED GOOD KNIGHT ,[object Object],[object Object]
GOOD KNIGHT BRAND PROMISE ,[object Object]
NEW GOOD KNIGHT BRAND ARCHITECTURE
GOOD KNIGHT ADVANCED TO ACCELERATE GROWTH & SHARE GAIN IN LEAD FORMATS ,[object Object],[object Object]
[object Object],[object Object],[object Object]
A POWERFUL BRAND ARE BUILT AND NOT BORN ,[object Object],[object Object],[object Object],[object Object]
 

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