GOOD KNIGHT

CASE PRESENTATION
BY
KNIGHT TEMPLARS
 HISTORY
 In 1973 Mohan was un successful in his
Insulator business
 Decided to sell vape, sold by a local market
person
 Got the idea manufacturing a paper mat by
himself and decided to pursue it.
 Technology and finance
 Went to sumitao Japan, and accquired
necessary technology to manufacture paper
mats
 After great difficulty, raised 0.5 million dollors
from BOI to continue his business
 Transelektra was born.
 PRODUCT
 Rectangular light blue color mat
3.5X2 Cms. Temp:106 degree . Effective for 8
hrs
 EMD is used for heating as thermistor. It
worked for 8 hrs.
 Banglore 1st factory and second factory in 1991
at chennai.
 MARKET
 First ad, 31st July 1985 in MUMBAI
 ‘No smoke, No cream, No Ash, sweet dreams,
Good knight’
 1991-1992, 20 millions spent on ads
 1988-1989, 119 millions turnover
 1991 they sponsored all india football
tournament.
 COMPETEITORS
 JET and BANISH 15 Percent market share each
 ODOMOS with 8 %
 Good Knight with 60 percent
 Other brands shared the rest of the market
share.
 OTHER PRODUCTS
 Hit – cockroach killer
the ads acted as repellant among the people
 Competitors were Baygon Power cans
 Snuggy
He started a new company called diapers India
 To market snuggy he created interaction with
mothers
 OTHER FIELDS
 He produced a malayalam film and had several
scenes with good Knight hit, and snuggys ads
in the background.
 In 1993 he produced a Hindi film Gardish.
 CONCLUSSION
 Trans elektra was sold to godrej for one billion
rupees in 1994.
 The profit of the company as at 1992 -93 was
33.77 million.