Executive Summary

The aim of the project is to analyse Good Knight as a struggling brand in comparison to All-Out in the Liquid Vaporiser Mosquito Repellent segment. The project was undertaken to find out the reasons why the struggling product is not doing good in the market as compared to the competitor product and to come out with measures to help the struggling product establish itself in the market. APPROACH USED: A market survey was conducted to collect primary data in the urban pockets of Pune to collect user responses on usage of Good Knight and All-Out for analysing the consumer behaviour. Departmental store owners, pharmacists were interviewed about the trade schemes, margins, consumer preferences, seasonal sales trend for both the products. Distributors of Good Knight and All-Out were also surveyed to have an estimate about distribution network, monthly sales figures for both products. An online survey was conducted to capture user response across India regarding usage of mosquito repellents. Data was collated from both the surveys and was analysed on various parameters which influenced their marketability.

KEY FINDINGS: From the analysis of the data we look at the following major findings: In the past six months, Good Knight has gained ground over All-Out in comparison to 2010 statistics and has come very close to surpassing it due to the following reasons: 1. Introduction of Good Knight Advance Active Plus dual mode 2. Better trade schemes given to retailers. None of the respondents have reported dissatisfaction with Good Knight unlike All-Out which has a small percentage with this complaint. More users of All-Out are willing to switch to Good Knight than Good Knight users considering All-Out. All-Outs market share has been boosted largely due to its frog advertisement with tagline Machharon ka Yamaraj.

RECOMMENDATIONS FOR FURTHER ACTION: Godrej has taken some effective steps in the form of sound promotional strategies like providing better trade schemes to strengthen its position and it can capture a large part of market share in future with respect to Allout by considering the following recommendations: Concentrating on promoting Advance Good Knight Active Plus which can help in further capturing of All-Outs share, by focussing on effectiveness of the product using Television as major advertising medium. Extending its successful distribution strategies to places outside Western and Eastern India. To promote Mat users to GoodKnight Liquid Vaporisers, exchange offers and discounts should be offered. Inorder to take advantage of high switching tendency among AllOut users, GoodKnight can provide exchange offers for LMV machines of other brands.