What does consumer want???

Today I just came across a print ad of Good Knight. I was just wondering how this brand decided on its product offerings, as in how they decided to get into this category of mosquito mats and other insecticide solutions.

Now, India is a country where people do face a problem with mosquitoes. We had mosquito nets and mosquito repellent creams, but still lacked a good household insecticide solution. Good Knight, which is a joint initiative of Godrej, India and Sara Lee Ltd., USA, recognized this costumer need and finally came up with the product that worked wonders for customers as well as the brand.

So, the foundation step in the success of the brand is identification of customer need. Next, the brand positioning was great. The brand was (and is) positioned as a necessity for the family as it guaranteed a sound sleep. The brand name complemented its positioning. As such, Good Knight accounts for 59% of market share in mats category. Also, it diversified into liquid mosquito repellants and coils.

So, the key to the success of brands is identification of customer needs. This one single factor led to the grand success of the Good Knight.