godrej
Post on 28-Jan-2015
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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
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