Godrej Appliances

Godrej Appliances

• 1958- made its first refrigerator in India

• Eon- brings cool & new features to meet today’s needs

• Eyes 10% market share in LCD T.V segment by 2012 (At present its 5% )

• Vision: Godrej appliance in every home and work place

The Agenda

The task is simple : “Communicate & Solve the Problem” (Problem in this

case is the Communication itself)

Why & How is what I will discuss here…

Where are we now?

• In Central India, Godrej not the first choice of consumers, sometimes it does not even make it to the consideration set of customers.

• Words & feelings attached: Strong, Durable, Safe, trustworthy, Indian

The Net Profit for the year was `133.43 crore as compared to ` 80.92 crore in the previous year, a

growth of 65%

Why are we here?

• We are not often heard by in the appliances category• We are not in the top search of for

T.V/Refrigerators/A.C/Microwaves • Customers want the best in every category, told

individually & not with ‘we are best in everything’• Japanese/Korean technology is considered the best• “Bring home the latest in technology” is not what

people have in mind for Godrej

5Discoveries

1

Category

CategoryWhat’s going on?

Smart Appliances in

Demand

Consumers are retreating to the

recessionary mindset

Customers seeking more Convenience &

Control over their products

HOT COLDWARM

Therefore: Premium yet affordable products should be made available

Category

What’s New?

More Aware & Educated

People

More Variety preferred over

minor technological advances

Growing Nuclear Family Trend

Therefore: Provide reasons to buy by giving more options to choose from & positive presence over Digital Media

Priority Shift from

T.V to Laptop/P.C

Etc.

Category

What’s the competition up to?

Great presence over internet +

T.V

Festive Season: Free Gifts +

offers promoted

Focus on Product features

& Advanced Technology

Therefore: Best Product Design & After Sales Service must be provided

Category

What’s changing ?

T.V is still a hot buy in

customer’s mindset

No waiting for Festive offers

anymore

Increase in microwave sales

Shift towards Convenience

Therefore: Smart Designs with convenience (ease of use) must be communicated

2

Brand

Brand

• Smart + Innovative + Convenient Products = Who Knows?

Competitive Advantage: Indian, Trusted, Connected to lives of people since childhood, Innovative & Attractive Product Designs

Associations: Hair Dye, Almirah, locks and furniture

1897

2011

Godrej has come a long way since 1897 and has grown big. In Appliances

category, it has a strong hold in Indian market with a wide range of T.V’s, A.C’s, Washing machines, Microwaves, Water Purifiers & Refrigerators. Prospects are

excellent for Godrej Appliances.Looking forward to have a good share in

T.V market in India, which is growing and big.

StrengthsTrusted name in durability & safetyInnovative Product designsExtensive R&D

OpportunitiesGrowing nuclear family trendGrowing disposable incomeGrowth in sales of high capacity modelsBetter Understanding of Indian Rural Market

WeaknessStrong associations with Corporate Brand may lead to unacceptability by customersCommunication hasn’t been strongPeople prefer Korean & Japanese Brand over Indian

ThreatHuge competition

from the South Korean and the

Japanese Brands with their frequent advancements and

wider product range with extensive

communicationMore Foreign

players entering Indian market,

realizing the growth potential

SWOT

Brand

• Appeal- Convenient and Smart products by growing younger with my customers

• My Personality- A time-tested Indian, who is trustworthy and capable

• I Appeal to- Housewives & Young professionals seeking extended convenience with modern technology

• My Relationship with them- An ever young childhood companion who has always understood their needs better

• Why Different- I strive for excellence and providing great value to my customers. I understand them better

Brand

• How do I express myself- I tell them that even I am into making appliances & I try to design them in such a way that its convenient for you to use

• How do I need to change- I must tell them that I am the BEST, I love my customers and value them the most. communicate to them, tell them about the wide variety of latest Appliances, CATEGORY wise, Godrej must be talked about everywhere- Internet, T.V, Radio, News Papers

Brand

Therefore: I provide great Service, I am the best you can get & I am for the SMARTER ones only

Challenge the CUSTOMERS

3

Communication

Communications

• Poor communication for Godrej Appliances• Mostly present in Business News• No consumer involving activity• No to Low recall rate of any recent campaign

by customers• Nothing for people to talk about the Brand

Communications

• Negative publicity on Internet• Not communicated as the Best Technology & Design

by Curiosity• We also make other appliances than just

Refrigerators is the only Advertisement recalled by some people, But this was not the right way of Brand communication

Therefore: We need to make some NOISE !!!

4

Client

Client

• Vision: Godrej in every home and workplace• Mission: Godrej Mission is to operate in existing and

new businesses which capitalize on the Godrej brand and corporate image of reliability and integrity.

• Values: Commitment to Quality, Customer Orientation, Dedication & Commitment, Discipline, Honesty & Integrity, Learning Organisation, Openness & Transparency, Respect/Care & concern for people, Teamwork Trust

Therefore: We must focus on customer orientation and make them believe about our Honesty & Integrity

5

Consumer

Consumer

• Always attracted towards latest appliance• More appliances of a brand in store = Strong

R&D = Growing company• Appliances: Stature = Proud consumer• Basics (Functionality & 5 Star and exchange)

are mostly similar

InsightMost

Housewives rely on customer

service if they are not used to

the product

Consumer

• Design must be appealing and Warranty is important• Convenience is what women want in technology• Safe delivery at my doorstep (Everybody provides

that)• Service (Company’s & Dealer’s promise should be

kept)

InsightMost middle class families

cover their Appliances with

something

Consumer

• Motivators– Need, old appliance not working properly & is irreparable – Even maids demand a washing machine– Changing lifestyles, convenience driven, attractive looks, Multipurpose

• Basis of choice:– Relative pricing do not affect much– Something Extra than the Basic Functionality, More Variety, Feel &

Experience the difference if possible– Exchange bonus and discounts/extended warranty/SERVICE

Sense-Able ConsumerTelevision

Difference is visible by instant comparison of

the picture quality

A.C/Microwave Difference is on paper,

some basic technology & Aesthetics or the

feedback from any other source

RefrigeratorsAesthetics, Even in Off

mode smells good, looks spacious from inside,

touch of handle + smooth opening of Door

Washing Machines

Difference is based on Convenience of loading

clothes, easy mobility/light weight, minimum noise and water stains on body

Stylish & Attractive Appliances that only Smarter ones can own…Therefore: We are in the business of beautification of Appliances. The way you dress tells something about your life, the appliances you use defines your lifestyle

They want to feel the difference

Consumer

• How do they buy:– Prompt purchase – need – Planned purchase – want – Preferred electronics store; but comparison plays its part– Mostly by cash, card, cheque. (0% finance schemes would be

considered for items above 25k.

Buying System

NeedAdvertisements & Displays

Societal AcceptanceWant of being Updated &

Stylish

I have a needI have Money

Will tell everyone when they ask what’s

new?

[Internet]Brochures

FriendsHyper city etc.

Attractive design & more variety unless some revolutionary

invention in the category

Online comparison

& best Reviewsconsidered

Where I get more variety, good deal (financial)Guaranteed Service Assurance,

recommendations from friends & family

ComplimentsGood service

assistanceFeeling of- I’m Smarter Now-Through the

Ads

Vision Focus

Where could we be?

Wants something NEW which

provides Convenience

& looks Attractive

Smartly Photogenic

Latest in Technology

& Design

You don’t have to make room for it…You have to design the room around it instead!

Creative Brief

• Target Audience: 24-36 Yrs, M/F, Internet Users, Graduates, Stylish & Trendy

• The Opportunity: 70% of Indian citizens are young (Below 36 yrs)

• Current Behaviour: Every bit of information is searched primarily on internet

• Key Consumer Insight: They want the appliance to look beautiful & younger

• Brand Proposition: To showcase the beautiful (to fall in love with) looks

• Creative units required: Webpage developer/ designer, Visualizer, Studio Artworks

• Desired Personality: Smartly Photogenic

How can we get there ?

• Revamp the webpage: Making it more lively, showcasing the most attractive appliances with a lot of images to explain the basic functions of the appliance clearly.

Make it easily accessible to all. Stylish yet ClearMake buy online option, nearest dealer, free demo,

Attractive accessories available on the internet

• Customized QR codes: Develop a customized QR code for Godrej. The younger generation is going crazy about it.

Its free and a lot can be done within to capture the audience’s attention

CreativesPrint Ad Campaign

The Experience

• Creating an Experience for customers: In shopping Malls, Bus-Stands, Outside Metro

Stations, Footpaths INSTALL 1. A Godrej TV which will be attached to a computer

& programmed in such a way that if a person looks at it: It will display the person’s image instantly in a stylish background and also tells the Personality traits of that person, thereby suggesting the Appliances suitable for that personality

2. Customized QR codes (Promotion will be something like what VW did for Beetle 2012)

3. Refrigerator shaped air-conditioned booths which smells good from inside and as soon as u enter in it and close the door, Beautiful Scenery & Backgrounds with lighting will appear, different touch panels to play with will also be present and your delightful emotions will be captured in the camera and you will not be aware of it unless you step out of the booth Where you will see a large screen with the collage of your photographs through which you can even update it straightaway to your facebook wall and also share it.

Promotions in TVC: We need to drive the maximum customer traffic on our website. We simply need to tell them to log on to the official homepage by advertising the URL, also in a ‘beautiful’ way.

Thank You