7/30/2019 RPG Group Brand Strategy
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RPG Enterprises was founded by Mr. Ram Prasad Goenka in 1979.
Through the years the
group has been a dynamic one, in terms of its pace of growth and
its composition. And
through the years the growth of the group has been so consistent
that it has come to being
strongly associated with the brand.
But this association is only apparent to those who have been
associated stakeholders in
RPGs interests. Various audiences of RPGs brand are unaware of
its existence and its
composition.
The group currently has over 10 companies of which 5 are listed.
The group companies are
significant players in industries such as Infrastructure, Tyres,
IT, Pharmaceuticals, Speciality,
Agri-businesses and others. Of all these companies, CEAT Tyres
has the maximum exposure
to end consumers, and is hence the most popular one. All the
other group companies are
primarily B2B, and are hence known only in their respective
industries.
Most group companies have had elements of inorganic expansion in
their past. This has
naturally resulted in several areas where the cultures,
ideologies and principles vary across
these companies. So there are very few unique traits for which
the group is known.
RPG Enterprises have made very minimal efforts in paid
advertising to create saliency of
RPG Enterprises as a parent brand of its group companies:
RPG Signage: A large signage of the RPG logo has been erected on
top of RPGHouse in Worli, Mumbai. The signage is visible from the
Bandra-Worli Rajiv Gandhi
Sea Link.
Pole Branding: For a brief period RPG purchased pole branding on
a particular stretchof road in Mumbai
In July 2012, RPG released a one page ad in an edition of
Economic Times, withfinancial results of all its listed
companies.
RPG Academy of Arts endorses contemporary Indian art, and
regularly sponsors artexhibitions of young talented artists at the
Jehangir Art Gallery in Mumbai.
Besides this, there are several social media channels that RPG
Enterprises has introduced.
7/30/2019 RPG Group Brand Strategy
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The question Deliverable 1
The sphere in which RPGs brand exists is populated with the
likes of Mahindras and Tatas,
which are not only older business houses, but with a larger
number of consumer facing
companies. In terms of awareness, these business houses set the
benchmark.
But the idea of branding transcends from just quantitative
supremacy to qualitative one.
Many Indian business houses are extremely well know for reasons
that are highly negative.
RPG Enterprises would like to know what are the chief drivers of
awareness for a group, and
what are the target segments that it is catering to.
