Godrej Sara Lee begins re-branding exercise

Godrej Sara Lee begins re-branding exercise

Author | Source: Business Line | Friday, Jan 19,2007 8:51 AM

Godrej Sara Lee begins re-branding exercise

To spend Rs 82 crore as communication budget

Staying competitive

Existing brands to be re-launched with new logo, design and packaging.

To launch new products under air care business.

Godrej Sara Lee Ltd is re-branding all its household insecticide products to stay competitive and reach out to more consumers. The company, which has a 35 per cent share of the Rs 1,600-crore household insecticide market, is backing the re-branding exercise with a Rs 82-crore communication budget, to be spent over the next three months.

This includes re-launching existing brands Good Knight, Hit and Jet with a new logo, new product design and packaging, besides launching new products under these brands.

According to Mr Ashutosh Tiwari, Vice-President of Marketing, Godrej Sara Lee, the re-branding would create value-added products through innovation. "We are working with consumers to design innovative products. Launching such products will help our brands evolve and cater to new consumers," he said.

As part of the strategy, Mr Tiwari unveiled the new Good Knight brand on Thursday and also launched a premium segment mosquito repellent under the brand. Called Good Knight Advanced Activ +, the product is a vaporiser that works on two power modes — normal and Activ+.

The liquid repellent present in the vaporiser contains Transfluthrin molecules (whose formula is sourced from German company Bayer), which give double repelling power in the Activ+ mode, said Mr Tiwari. "Generally people use a combination of coils, vaporisers and mats to ensure 24 hour protection. With this product no such supplement is necessary," he said.

The company is likely to launch a new liquidator machine and refills under the re-branded Good Knight. When asked if this product would compete with the Advanced Activ+, Mr Tiwari said, "There will be movement of consumers between the two products. However, it is not a cause of worry as both products are part of Good Knight."

Coil-based products

Spurred by the demand for mosquito coils over the last 18 months, the company is working with consumers to develop a new coil-based product, said Mr Tiwari. The company's proposed Rs 10-crore facility at Jammu and Kashmir is likely to manufacture this new product besides its existing mosquito repellent coils.

Under Hit, the company's fastest moving brand, a new product is being developed based on the Seek and Kill cockroach repellent, he said.

Aside from its household insecticide business, the company also plans to launch new products under its air care business comprising the Ambi Pur brand of car and home perfumes.

According to Mr A. Mahendran, Managing Director of Godrej Sara Lee, an aerosol-based perfume or an electric diffuser are likely to be launched within a year.

The communication effort includes television commercials, tie-ups with pan-India television programmes such as Kaun Banega Crorepati-III and programmes on regional television channels besides communication at retail outlets, said Mr Tiwari.

The company has also signed up film actor Rani Mukherjee to endorse the Good Knight range of products.

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