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With consumers preferring to use longer duration packs, Godrej Consumer Products is planning to increase pack sizes with higher price points for its largest selling household insecticide brand, GoodKnight.
In fact, the company has already hiked prices for its aerosols by almost 8 per cent but has held on to the prices of its vapourisers for almost two years. But now it is considering larger packs with higher pricing for vapourisers which can last for a longer duration. Speaking to Business Line, Mr Kapil Dev Pillai, Category Head, Household Insecticides, GCPL, said, “The consumer trend is towards using larger packs which last longer and today most of our volumes come from the premium-priced refill packs. Ideally, we would be looking at the largest range within the category and would be experimenting with price points which have the highest resonance.''
GCPL has vapourisers pegged at Rs 45 for 45 days and Rs 60 for 60 days. But it has now raised the pricing and duration of its vapourisers to Rs 81 for 90 days to make it more cost-effective for consumers. “Today the bulk of our volumes comes from the premium-priced vapourisers and most of the consumption in the household insecticide category is at higher price points,'' claims Mr Pillai. In fact, GoodKnight continues to be the market leader in spite of being more expensive than its competitors in the fastest growing vapouriser segment. For instance, its refill, priced at Rs 54, is at a 10 per cent premium to the nearest competitor, while in coils too it is priced at a 5-6 per cent premium to the existing brands.
According to The Nielsen Company, the total household insecticide category stands at Rs 3,000 crore in which GoodKnight is the market leader with a value share of 45.1 per cent. GoodKnight leads in the coil and vapouriser category, while its Hit brand has a dominant share in the aerosol segment.
To capitalise on its Hit brand, GCPL recently kicked off the ‘Hit Kill Malaria' campaign across schools, housing societies and slums. The campaign has also been active on social media through its Facebook page.
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