This document discusses the branding strategies used by Godrej, an Indian conglomerate. It notes that Godrej started as a manufacturer of locks in Mumbai in the early 1900s. Over time, through the efforts of its founders and their vision, Godrej grew into a large industrial group. The document then outlines some of Godrej's main branding approaches, including endorsement branding, brand extension, umbrella branding, and double branding. It provides examples of how Godrej has implemented each strategy across its various product categories such as soaps, appliances, and real estate.

1. ANEESH GEORGE
S2 MBA
MACFAST COLLEGE
THIRUVALLA
KERALA

2.  Ardeshir started manufacturing locks in a tiny shed in
Lalbaug, in Central Mumbai.
 His brother Pirojsha Godrej joined the business in the
year 1906.
 Their efforts eventually lead to the foundation of the
GODREJ empire.
 Pirojsha laid the foundation for the sprawling
industrial garden township now called Pirojshanagar
in the suburbs of Mumbai.

3.  Presently exporting their products to 30countries.
 The first company in the world to develop the
technology to manufacture soap with vegetable
oils.
 The spirit of entrepreneurship, the vision of a
dynamic tomorrow, and the capacity to build and
realize dreams! This is the essence of the Godrej
group.

4.  Real estate
 FMCG
 Industrial Engineering
 Appliances
 Furniture
 Security
 Agri-Care

6. BRANDING STRATEGIES

7. Fair Glow is endorsed by Godrej.
Here companies use both the company brand name and
the product brand; however, the product brand name
is given more importance. The name of the company is
mentioned just to tell the customers which company is
behind the product and endorsing the brand.
Endorsement signifies the assurance of quality by
transferring certain associations that increase the trust
of the consumers.

8. Advantages
 Increases customers’ trust in the product.
 Allows freedom to the brand to get its own
distinction

9. Godrej, which was initially a brand which signified
locks and cupboards, later on entered into whole
new product categories like refrigerators, furniture
and real estate
 Brand Extension is a marketing strategy according to
which, a well known brand uses the same brand
name to enter into a totally unrelated product
category. It is done primarily to leverage on the
existing brand equity

11. GODREJ APPLIANCES
In this approach the company uses the company name itself as a
brand for all the products across diverse categories.
Advantages of Umbrella Branding
 There are huge cost advantages since the investment is made
only in a single brand name. The customers feel comfortable
buying a new product with a familiar brand name.

13. GODREJ CINTHOL
Double branding combines umbrella branding and product
branding concepts. Here the brand name has the name of the
company as well as that of the product. Both names are
accorded equal importance in the marketing communication.

14. Advantages:
 The product benefits from both the company name and the
product brand name
 The investment in double branding is much less than a stand-
alone product branding approach.

15. The strategy adopted by Godrej company. They have introduced
many brands in the soaps and other products so that no
segment is left untouched. It has Godrej No1 Rose, in the
ultra-premium segment, Godrej No.1 for the economy
segement and brands like Cinthol lome, cinthol fresh for the
intervening segments.
.

16. multiple brand strategy helps the godrej to protect its major
brand by setting up flanked brands. Sometimes the company
inherits different brand names in the process of acquiring
other companies and each brand name has a loyal following .

17. EZEE
 Product flanking refers to the introduction of different
combinations of products at different prices, to cover as
many market segments as possible. It is basically
offering the same product in different sizes and price
combinations to tap diverse market opportunities.

18.  The introduction of Ezee in small sachet has, for example,
made them affordable to the lower segment of consumers
who previously could not afford to spend anywhere between
Rs.30 and Rs.40 for a standard bottle of a Ezee..

19. Thank you….