Godrej Swot Analysis

Contents

Product Description 3

Predecessor: Hit Paper Magic 3

Product Usage 3

Why Fast Card 4

Target Segment 6

SWOT Analysis 7

Strengths 7

Weakness 7

Opportunities 8

Threats 8

Industry Scenario 10

Godrej Sara Lee - Good Knight 10

Godrej Sara Lee – HIT 11

Reckitt Benckiser - Mortein 11

SC Johnson & Son – Baygon 11

Dabur – Odomos 12

SC Johnson & Son - All Out 12

Jyothy Laboratories – Maxo 12

Bayer India Ltd - Tortoise 12

Porter’s Five Forces 14

Threat of new entrants – High 14

Threat of substitute products or services – High 14

Bargaining power of customers (buyers) - Moderately High 14

Bargaining power of suppliers - Low 15

Intensity of Industry rivalry - High 15

Distribution Strategy 16

Other Channels: 17

Advertisement & Marketing 19

Product

HIT flying insect killer (Kaala HIT) was to be used against flying insects such as mosquitoes whereas crawling insect killer (Laal HIT) was mainly against cockroaches. Over the period of time, Godrej has been extremely prudent about its marketing strategy. The advertisements and promotions used for HIT were built around the prevailing issues so as to connect well with the audiences, especially housewives.

Reckitt Benckiser - Mortein

Reckitt Benckiser, one of the leading FMCG brands also is one of the recognized names in the ‘Home Insecticide’ category with its product – Mortein. With a cumulative market share of 15% in the mosquito repellent market, Mortein is mainly available in ‘coil’ and ‘spray’ forms. Mortein is currently the segment leader in coils with a share of 33%, closely followed by Good Knight. Mortein is also a famous product among masses, particularly due to its animated commercials that connect well with the audience. SC Johnson & Son – Baygon

Baygon is a pesticide brand introduced (in the spray segment) in 1975 by Bayer Ltd. The product is effective against both flying and crawling insects. It was later acquired by SC Johnson & Son in the year

Traditionally, all Good Knight products have been portrayed as a savior from mosquitoes that brings a smile on the faces of a family. Riding on its previous success stories, the company is moving ahead with its legacy way of advertising through regular media channels (chiefly television commercial advertisements).

Fast Card comes as a special unique offering by Good Knight whose USP is its fast and immediate action. Hence, the television commercial positions it as an instant and a quick reliever from mosquito with nil smoke and smell. With an appealing tagline such as ‘Fattack se Furr’, Good Knight has yet again managed to connect well with the masses.

• The company has chosen JWT (J.Walter Thompson) as the creative agency, while Madison is chosen as the media AoR (Agency of Record).

• A 360-degree marketing campaign is being done which would include TV, radio, print, part of digital and a lot of rural activation.

• The consumption has been exceptional in the hinterlands and hence the company plans to go for print media marketing in a lot of vernacular regional newspapers.

• The TV Commercials are on air across the country and DD among other GECs would be the channel to bank