Back in 90's, I remember enjoying the Ad which shows a frog like machine gobbling up the mosquitoes and a man mimicking the action (Pop..Pop..Pop). I think, all the kids born in 80's did. The message was "Replace the mosquito mats and embrace the liquid repellents" which is easier to use and more effective (Jyada aasaan aur jyada asardaar).
'All Out' launched in early 90s by Karamchand Appliances became the household name and was later acquired by US company SC Johnson in early 2000s. The brand enjoyed the success and leadership position for almost two decades until the game changer product launched by Godrej - Goodknight Advanced Active+. Within three years of its launch in 2008, Goodknight became the leader in terms of market share and left 'All Out' behind.
It is not like Goodknight was not there earlier in the market. The liquid vaporizers were launched under Good Knight brand in late 90s after the success of 'All Out'. What changed the fortune was understanding the unmet need and introducing a simple solution. 'All Out' offered a fixed rate of diffusing the anti-mosquito repellent. However, the number of mosquitoes are not always the same, like in evening time or during rainy season, the number is on a higher side. Some people live in areas where water storing bodies exist (like near the naalaas and a river) where number of mosquitoes is higher than average. Introduction of option of choosing between two modes (higher and lower rate of diffusion) was a simple and very effective solution that the Goodknight Advanced product provided to the consumer. The results are for everyone to see.
For around a decade, Goodknight liquid repellent was behind 'All Out'. It is good example of how introducing a simple incremental innovation based on unmet needs can change the fortune of the business. Their marketing was also of higher quality with a cogent message across to the consumers.
SC Johnson India has also responded and launched a competing product 'All Out - Power Slider' and provided a sliding option (essentially multiple options) compared to the dual mode option provided by GoodKnight. As a consumer, while I switched from 'All Out' to GoodKnight Advanced; I have not yet bought Power Slider. However, it will be interesting to see how a larger set of consumers respond to this.
'All Out' launched in early 90s by Karamchand Appliances became the household name and was later acquired by US company SC Johnson in early 2000s. The brand enjoyed the success and leadership position for almost two decades until the game changer product launched by Godrej - Goodknight Advanced Active+. Within three years of its launch in 2008, Goodknight became the leader in terms of market share and left 'All Out' behind.
It is not like Goodknight was not there earlier in the market. The liquid vaporizers were launched under Good Knight brand in late 90s after the success of 'All Out'. What changed the fortune was understanding the unmet need and introducing a simple solution. 'All Out' offered a fixed rate of diffusing the anti-mosquito repellent. However, the number of mosquitoes are not always the same, like in evening time or during rainy season, the number is on a higher side. Some people live in areas where water storing bodies exist (like near the naalaas and a river) where number of mosquitoes is higher than average. Introduction of option of choosing between two modes (higher and lower rate of diffusion) was a simple and very effective solution that the Goodknight Advanced product provided to the consumer. The results are for everyone to see.
For around a decade, Goodknight liquid repellent was behind 'All Out'. It is good example of how introducing a simple incremental innovation based on unmet needs can change the fortune of the business. Their marketing was also of higher quality with a cogent message across to the consumers.
SC Johnson India has also responded and launched a competing product 'All Out - Power Slider' and provided a sliding option (essentially multiple options) compared to the dual mode option provided by GoodKnight. As a consumer, while I switched from 'All Out' to GoodKnight Advanced; I have not yet bought Power Slider. However, it will be interesting to see how a larger set of consumers respond to this.
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