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FORE SCHOOL OF MANAGEMENT

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Submitted by:
SAHIL SETHI
FMG 19B
191110
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 •ey attributes of Mr Mohan which contributed to his success are:

Mc Highly Motivated and Energetic

Mc Risk taker- Not satisfied with his job, experimented with design and production of
indigenous diapers.
Mc Flexible -
Mc He was Confident about his product.
Mc He believed in advertising his products aggressively during times when only large and
reputed companies used to advertise.
Mc He was always positive minded and took criticism in the right manner.
Mc Opportunistic (takes initiative) - Identified gap or customer¶s need and immediately took
action to reduce the gap. (of mosquito repellant).
Mc Strong Belief in himself: highly determined and focused
Mc Ethical (concern for high quality of work) - never compromised on the quality of the product.
Mc Leader as well as team builder- he acted as leader at every stage by himself responding to
queries of distributors, dealers, etc. and also he allowed his team to grow and take decisions.

Yes all these are highly important for any entrepreneur to grow and develop himself and his
company. What comes up for an entrepreneur -- fears, strengths, passions -- is the most
important aspect of the business's growth, for if one can grow and evolve, so can the business.

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 Good knight was unique from other products in same category in many ways. Various
things that differentiated Good knight from others are:

Mc Safety: it was safer to use as compared to other solutions like skin ointments (side
effects), organic coils (smoke), etc.
Mc Effective: highly effective in killing mosquitos
Mc Safe to avoid injuries to children
Mc Very easy to use- heating, etc. is done automatically.

Customer problem that was solved-

Customer needed an effective mosquito repellent which is easy to use and has minimum side
effects or risks so that avoidance of mosquito bites and sleepless nights are guaranteed, Good
knight offered the solution for the menace.

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 Yes, their product can be easily replicated by other companies. Already they had
competition from organic coils, skin ointments and local ways (like lighting fire, etc.). After their
entry many new competitors entered since-

Mc The entry barriers are very low in this industry,

Mc Not much government interference,
Mc New and upcoming customer segment,
Mc Easy to develop product
Mc Many new innovations could be done
Mc Not much capital required to start the production
Mc Raw materials easily available.
Mc Not many players present to cater to huge number of customers.
Mc Market expected to grow at a very high rate.

å c What led Mohan to decide on selling his business to Godrej? Was it the right decision?

 There were various reasons which led to the selling of the business. Mohan had dreams of
making Transelektra a big firm manufacturing several products. They wanted to expand the
production of Hit and the thermistors. This required a lot of funds (250 million) that could
hamper growth of other products. Post liberalisation, Mohan was negotiating with a US firm to
sell more than half the equity of Transelektra. It was finally sold to Godrej for 1 billion in 1994.

Mc Economic liberalization was coming in India and corporate restructuring was there, so
companies were becoming big by acquiring.
Mc Mohan didn¶t had enough of capital to make the company grow to a very high limit and cater
to all the customers.
Mc Advertisements and marketing needed huge amounts of money (hence needed a big brand to
fund it)
Mc Also Mohan wanted to diversify and concentrate on others segments, like diapers, tissue
paper, movies(his major interest from beginning).
Mc Hence as he said- he has made and developed the product, now he want to let it grow with a
big brand.
Yes, it was a good decision since he got the much needed funds as well as recognized brand to
support the growth of the product and now he could concentrate on other segments like diapers,
films, aerosol bottling, real estate etc.