Godrej Appliances has been operating in India since 1958. It aims to gain 10% market share in the LCD TV segment by 2012. Godrej envisions having its appliances in every home and workplace. In central India, Godrej is not always consumers' first choice and sometimes does not make it into their consideration sets. It needs to communicate better and solve communication problems to change perceptions. Consumers are increasingly seeking smart appliances for convenience and control. Godrej needs to provide premium yet affordable smart product options to appeal to consumers.

1. Godrej Appliances

2. 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

3. 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…

4. Where are we now?
The Net Profit for the year was `133.43 crore as
compared to ` 80.92 crore in the previous year, a
growth of 65%
• 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

5. 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

6. 5
Discov
eries

7. 1
Category

8. Category
What’s going on?
Customers seeking Consumers are
Smart more Convenience & retreating to the
Appliances in Control over their recessionary
Demand products mindset
HOT WARM COLD
Therefore: Premium yet affordable products should be
made available

9. Category
Priority
Shift from
T.V to
Laptop/P.C What’s New?
Etc.
More Aware & More Variety
Growing Nuclear preferred over
Educated
Family Trend minor technological
People advances
Therefore: Provide reasons to buy by giving more options
to choose from & positive presence over Digital Media

10. Category
What’s the competition up to?
Focus on
Great presence Festive Season:
Product features
over internet + Free Gifts +
& Advanced
T.V offers promoted
Technology
Therefore: Best Product Design & After Sales Service must
be provided

11. Category
What’s changing ?
T.V is still a hot Increase in
buy in microwave sales No waiting for
customer’s Shift towards Festive offers
mindset Convenience anymore
Therefore: Smart Designs with convenience (ease of use)
must be communicated

12. 2
Brand

13. 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

14. 189
2011
7
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.

15. Opportunities
Strengths
Growing nuclear family trend
Trusted name in durability &
safety Growing disposable income
Innovative Product designs Growth in sales of high capacity
models
Extensive R&D Better Understanding of Indian
Rural Market
SWOT
Threat
Weakness Huge competition from the South
Strong associations with Corporate Brand Korean and the Japanese Brands with
may lead to unacceptability by customers their frequent advancements and
Communication hasn’t been strong wider product range with extensive
communication
People prefer Korean & Japanese Brand
over Indian More Foreign players entering Indian
market, realizing the growth potential

16. 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

17. 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

18. Brand
Challenge the
CUSTOMERS
Therefore: I provide great Service, I am the best you can
get & I am for the SMARTER ones only

19. 3
Communication

20. 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

21. 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 !!!

22. 4
Client

23. 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

24. 5
Consumer

25. Insight
Most
Housewives rely
Consumer
on customer
service if they
are not used to
the product
• 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

26. Insight
Most middle Consumer
class families
cover their
Appliances with
something
• 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)

27. 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

28. Television
Sense-Able Consumer
They want to feel the difference
Difference is visible by
instant comparison of
the picture quality
Washing
Machines
Difference is based on A.C/Microwave Refrigerators
Convenience of loading Difference is on paper, Aesthetics, Even in Off
clothes, easy some basic technology & mode smells good, looks
mobility/light weight, Aesthetics or the spacious from inside,
minimum noise and feedback from any other touch of handle +
water stains on body source smooth opening of Door
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

29. 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.

30. I have a need
Need I have Money
Advertisements & Displays Will tell
Societal Acceptance everyone when
Want of being Updated & [Internet]
they ask what’s
Stylish Buying System
new?
Brochures
Friends
Hyper city etc.
Compliments
Online Good service
comparison
assistance
& best Reviews
considered Feeling of- I’m
Smarter Now-
Through the
Ads
Attractive design &
more variety unless
Where I get more variety, good deal (financial)
some revolutionary
Guaranteed Service Assurance,
invention in the
recommendations from friends & family
category

31. Vision Focus
Where could we be?

32. Wants Latest in
something Technology
NEW which Smartly
& Design
provides Photogenic
Convenience
& looks
Attractive

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

35. Creative
Brief

36. • 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

37. How can
we get
there ?

38. • 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 Clear
Make buy online option, nearest dealer, free demo,
Attractive accessories available on the internet

39. • 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

40. Creatives
Print Ad
Campaign

48. The Experience

49. • 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

50. 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.

51. Thank
You