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By,
Gautham N
Godrej Group
• Founded in 1897
• Founders : Ardeshir Godrej & Pirojsha Godrej
• Revenue(2012-13): USD 3.3 bn
• 26000 emplo...
Godrej Group
Genesis
First Lock with lever
technology
First Indian Safe
India's first
indigenous
typewriter
Manufacturing ...
Godrej Interio
• A division of Godrej & Boyce Mfg. Co. Ltd.
• 80 years old brand.
• Started with manufacturing of cupboard...
Research methodology
• Convenience sampling
• Sample size of 45 (M:20 F:25)
• Covering age group from 20 to 40+
• Sample G...
Sample diversification
15
20
10
Age group
20-30
30-40
40+
0
10
20
Ownit
visiteda
showroom
my
relative/friend
hasone
Haveno...
Key Findings
• Stylishness as a factor in buying furniture 69%- agreed and strongly agreed.
• Eco friendliness as a factor...
Brand Repositioning
New Customer target to
attract
- Young Married couples.
- age group of 25-44.
- SEC A+, A and B+.
1. D...
Brand Personality (Source)
Company level
sources
Symbolic
Sources
Consumer based
sources
94%
Endorser :
Brand User:
Advertising Style
Endorser Personality
- Perfectionist
- Sincere
- Hard working
- Socially responsi...
Brand Identity
Brand Identity : youthful , stylish and modern
Product placement : Lakme Fashion Week
2012,
Brand Identity : Eco friendly
Brand Extension
This could be termed as
“Category extension”
- Gojiyo launched in 2010.
- Acted as a seperate brand by its...
Personality - Trend setter , Amicable,
Married, Young
Self-Image- Vibrant, Best quality,
Youthful
Culture – Tech savy, Mod...
Brand Iceberg Colourful, godrej & boyce group, Aamir
Khan, Brand repositioning, Old company, Cupboard
manufacturer, Adi Go...
Mental mapping
youthful
Married
couple
colorful
Indian
Tech savy
Over priced
Rich
Metro cities
cupboard
Modern
Aamir khan
Godrej Interio Research - Branding
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Godrej Interio Research - Branding

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Market research project conducted on major metros on the branding impact of Godrej interio. This ppt would give an insight on various concepts of brand management. The research methodology and sample type has been included

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Godrej Interio Research - Branding

  1. 1. By, Gautham N
  2. 2. Godrej Group • Founded in 1897 • Founders : Ardeshir Godrej & Pirojsha Godrej • Revenue(2012-13): USD 3.3 bn • 26000 employees • Godrej group is classified into two groups – Godrej Industries – Godrej & Boyce Mfg. Co. Ltd. • International presence – Malaysia – Singapore – Vietnam – Middle east
  3. 3. Godrej Group Genesis First Lock with lever technology First Indian Safe India's first indigenous typewriter Manufacturing of Forklift Trucks in India First company to introduce PUF ( Polyurethane Foam) Colorful logo and a fresh identity music GoJiyo a free, browser based 3D virtual world 1897 1902 1955 1961 1989 2008 2010 Shutdown of Typewriter manufacturing 2011
  4. 4. Godrej Interio • A division of Godrej & Boyce Mfg. Co. Ltd. • 80 years old brand. • Started with manufacturing of cupboard. • Provide home furniture, office furniture, setting up laboratories, hospitals education and training institutes, shipyards, auditoriums and stadiums. • Presence across India – 50 exclusive showrooms – 18 cities and through – 800 dealer outlets.
  5. 5. Research methodology • Convenience sampling • Sample size of 45 (M:20 F:25) • Covering age group from 20 to 40+ • Sample Geographic location : Chennai, Mumbai, Delhi, Calcutta. • Questionnaire - 21 questions. - Each face of the prism was considered and were converted to a open ended question to receive responses. • Analyzing pattern - The factor with the highest sum is being assigned to different faces of brand namely personality , Identity
  6. 6. Sample diversification 15 20 10 Age group 20-30 30-40 40+ 0 10 20 Ownit visiteda showroom my relative/friend hasone Havenoidea ofproducts Seenproducts onthe website 9 16 11 2 9 Awareness of Godrej Interio Products
  7. 7. Key Findings • Stylishness as a factor in buying furniture 69%- agreed and strongly agreed. • Eco friendliness as a factor 42% have disagreed compared to only 29% who have agreed upon it. • The top three responses on the Godrej’s new look – Eco friendly (88%) – Fresh (84%) – Modern (77%) • Public’s perception towards GODREJ INTERIO users – Rich – Sophisticated – Stylish – Loves brands
  8. 8. Brand Repositioning New Customer target to attract - Young Married couples. - age group of 25-44. - SEC A+, A and B+. 1. Dad’s brand 2. Industrial Brand 3. Old man 4. boring Colorful, vibrant , youthful, No more a old man’s brand, Eco friendly Godrej would remodel the house of the participants free of cost, evaluating the feasibility of the transformation and creativity.
  9. 9. Brand Personality (Source) Company level sources Symbolic Sources Consumer based sources 94%
  10. 10. Endorser : Brand User: Advertising Style Endorser Personality - Perfectionist - Sincere - Hard working - Socially responsible Percentage match of Personality between Aamir and Godrej Interio is rated on an average of 79.3 % . With highest being 93% and lowest being 56% The Ad potrays, “young , independent ,modern & new Couple. Technologically advanced products and stressing upon environment friendly as well Godrej Brand Personality
  11. 11. Brand Identity Brand Identity : youthful , stylish and modern Product placement : Lakme Fashion Week 2012,
  12. 12. Brand Identity : Eco friendly
  13. 13. Brand Extension This could be termed as “Category extension” - Gojiyo launched in 2010. - Acted as a seperate brand by itself - The above AD associates GOJIYO with Godrej Interio “Related Extension”
  14. 14. Personality - Trend setter , Amicable, Married, Young Self-Image- Vibrant, Best quality, Youthful Culture – Tech savy, Modern, Refreshing Relationship - Rich, Sophisticated, Aspirational, stylish Reflection- Expensive, Show off, Jus looks expensive Physique - Reliable, Eco friendly, Style , Luxury, Innovative products Brand Prism
  15. 15. Brand Iceberg Colourful, godrej & boyce group, Aamir Khan, Brand repositioning, Old company, Cupboard manufacturer, Adi Godrej, Tanya dubash, Conglomerate group Biggest private land owner in Mumbai, philanthropy, building schools , hospitals for employees, Godrej trust aiding the needy
  16. 16. Mental mapping youthful Married couple colorful Indian Tech savy Over priced Rich Metro cities cupboard Modern Aamir khan

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