.

INTRODUCTION

This study is based on promotional strategy of Godrej

Goodknight mosquito repellent in the area of Madhavaram with
26 samples.
Goodknight is a Godrej’s brand which is the only
segment of mosquito repellents. People hate malaria, dengue
and irritating mosquito bites, especially when it comes to their
children and Goodknight steps in, with simple, innovative,
intuitive ways of keeping mosquitoes away. The company is the
highest selling mosquito repellent brand in India.

The company also looking for other repellents like Fast

Card (a little sheet of paper, for just a rupee, that you can burn
and instantly get rid of mosquitoes), Xpress (a liquid vapouriser
that attacks mosquitoes three times faster than others) and Low
Smoke Coil (which reduces irritating smoke) and any more.
The company is innovating and looking for ways to leverage
both new technology and the non-electrics platform to expand
our reach of homes across India.
PRODUCTS:
 Goodknight Gold Flash Refill: It is Powerful liquid
vapouriser with Flash action and intelligent heater system.
Goodknight Gold Flash Refill is India’s most powerful liquid
vapouriser and release visible Flash vapours for 30 minutes on
Flash mode, then automatically switches to normal mode.
 Goodknight Power Active+ System: It is a time-tested way to
keep mosquitoes away. Goodknight Power Active+ System is
50% more powerful on the Normal mode and even more
powerful on the Activ mode. The liquid contains 50% more
Activ Molecules which makes it 50% more powerful and
protects your family from diseases like dengue and
chikungunya.
 Goodknight Activ+ Lavender Refill: It is providing
protection in all corners of the room and power of Activ+ with
the new fragrance of lavender. It protects your family from
diseases like dengue, and chikungunya.
 Goodknight Xpress System: It is 9-minute instant action and
double the power to get rid of mosquitoes. Goodknight Xpress
System is a instant action, clears mosquitoes from room within
minutes from switching on Dual mode.
 Goodknight Fast Card: It is an instant action giving 4 hours
of protection from mosquitoes. Goodknight Fast Card acts
instantly and provides relief from mosquitoes, has advanced
TFT dots technology and gives pleasant fragrance also protects
your family from diseases like dengue & chikungunya.
 Goodknight Activ+ Low Smoke Coil: It is power formula
ensures 12 hours of protection and active filter technology
ensures lesser smoke also protects your family from
mosquitoes spreading diseases like dengue, chikungunya.
 Goodknight Mini Jumbo Coil: It is jumbo power with
soothing fragrance and up to 8 hours of mosquito protection.
Goodknight Mini Jumbo Coil provides up to 8 hours of
protection and long lasting & soothing fragrance.

SWOT ANALYSIS:
Strength:
 Significant presence in all the formats ranging from mats,
liquids vaporizers, coils, lotions and aerosols.
 Only coil with fragrance, widest range of refills and
machines, innovative two coils pack.
 Celebrity brand Ambassadors for product promotion.
 Repellent cream with moisturizing and skin care benefits.
 Dedicated research and development team which works
towards product development.
Weakness:
 Goodknight doesn’t always work in eliminating
mosquitoes.
 Limited penetration in rural areas, which can be an
important market.
Opportunities:
 Community outreach and disease prevention program for
tapping growing market.
 Tie-ups with hotel chains, resorts
 Expansion in India as well as global markets.
 Lotion in sachets, Repellent in gel form, Mosquito repellent
oil etc.
Threats:
 Rising competition in local market.
COMPANY PROFILE

Type Private
Industry Conglomerate
Founded 1897; 126 years ago,
Founder  Ardeshir Godrej
 Pirojsha Burjorji Godrej

Headquarters Mumbai, Maharashtra, India

Area served Worldwide
Key people Adi Godrej (Chairman)
Products  Aerospace
 Agriculture
 Consumer goods
 Home appliances
 Chemicals
 Construction
 Electronics
 Furniture
 Real estate
 Security solutions
 Infotech

Number of 28,000 (2016)

 employees
Subsidiaries  Godrej Consumer Products
Limited
 Godrej Infotech Ltd
 Godrej Industries Ltd
 Godrej Properties Ltd
 Godrej Agrovet
 Godrej & Boyce
 Godrej Aerospace
 Godrej Housing Finance Ltd

TIMELINE:
 1897: Godrej was established in 1897
 1897: Godrej introduced the first lock with lever
technology in India.
 1902: Godrej makes its first Indian Safe
 1918: Godrej Soaps Limited incorporated
 1920: Godrej made soap using vegetable oil, which was a
huge hit with the vegetarian community in India
 1955: Godrej produced India's first indigenous typewriter
 1961: Godrej Started Manufacturing Forklift Trucks in
India
 1971: Godrej Agrovet Limited began as an Animal Feeds
division of Godrej Soaps
 1974: Veg oils division in Wadala, Mumbai acquired
 1988: Godrej Properties Limited, another subsidiary,
established
 1989: Godrej became the first Indian company to introduce
PUF (polyurethane foam)
 1991: Food’s business started
 1994: Transelektra Domestic Products acquired
 1995: Transelektra forged a strategic alliance with Sara Lee
USA
 1999: Transelektra renamed Godrej Sara Lee Limited and
incorporated Godrej Infotech Ltd.
 2001: Godrej Consumer Products was formed as a result of
the demerger of Godrej Soaps Limited. Godrej Soaps
renamed Godrej Industries Limited
 2002: Godrej Tea Limited set up
 2003: Entered the BPO solutions and services space with
Godrej Global Solutions Limited
 2004: Godrej HiCare Limited set up to provide a Safe
Healthy Environment to customers by providing
professional pest management services
 2006: Food’s business was merged with Godrej Tea and
Godrej Tea renamed Godrej Beverages & Foods Limited
 2007: Godrej Beverages & Foods Limited formed a JV with
The Hershey Company of North America and the company
was renamed Godrej Hershey Foods & Beverages Limited
 2008: Godrej relaunched itself with new colourful logo and
a fresh identity music
 2010: Godrej launched GoJiyo a free, browser-based 3D
virtual world
 2011: Godrej & Boyce shuts down
its typewriter manufacturing plant, the last in the world.
 2014: Godrej kick-starts Masterbrand 2.0 – bigger &
brighter; Launches FreeG; India's first non-web based
mobile browsing experience, 18 November 2014 
 2020: The Godrej Group enters into financial services
business with Godrej Housing Finance (GHF) to provide
affordable home loans 

PERCENTAGE ANALYSIS:
1. AGE:
Age limit No. of. Respondents Percentage%
Less than 20 5 19.2%
21 to 30 19 73%
31 to 40 0 0
Above 40 2 7.7%
2. OCCUPATION:
Occupation No. of. Percentage%
Respondents
Student 14 53.8
Self-Employment 6 23.1
Private 4 15.4
Employment
Government 2 7.7
Employment

3. QUALIFICATION:
Qualification No. of. Percentage%
Respondents
10-12 3 12%
Undergraduate 16 64%
Postgraduate 4 16%
Others 2 8%
 Others 10-Dec
8% 12%

Postgraduate
16%

Undergraduate
64%
10-Dec Undergraduate Postgraduate Others

4. GENDER:
Gender No. of. Percentage
Respondents
Female 22 84.6%

Male 4 15.4%

Male
15%

Female
85%

Female Male
5. Marital Status:
Marital Status No.of. Percentage%
Respondents
Single 19 76%
Married 6 24%

Married
24%

Single
76%

Single Married

6. How many years you are using this product?

Less than 2 years 12 46.2%
Years No.of. Percentage%
Respondents
2-5 years 7 26.9%
Above 5 years 7 26.9%
 Above 5 years
27%

Less than 2 years

46%

2-5 years
27%

Less than 2 years 2-5 years Above 5 years

7. Satisfaction Level:
Satisfaction Level No. of. Percentage%
Respondents
Yes 22 92.3%
No 4 7.7%

No
15%

Yes
85%

Yes No
8. Recommendations Level:

Recommendations No. of. Percentage%

Level Respondents
Yes 22 88%
No 4 12%

No
15%

Yes
85%

Yes No

9. How many times you seen this product in

advertisement?
Advertisement No. of. Percentage%
seen Respondents
5 9 34.6%
10 6 23.1%
20 6 19.2%
25 5 23.1%
 25
19%
5
35%

20
23%

10
23%
5 10 20 25

10. Will you buy the Economical product?

Rate No. of. Percentage%
Respondents
Rs. 50 11 42.3%
Rs. 70 9 34.6%
Rs. 90 4 15.4%
Rs. 110 2 7.7%

Rs. 110
8%

Rs. 90
15%
Rs. 50
42%

Rs. 70
35%

Rs. 50 Rs. 70 Rs. 90 Rs. 110