godrej branding strategy

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GODREJ BRANDING STRATEGY ANEESH GEORGE S2 MBA MACFAST COLLEGE THIRUVALLA KERALA

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Page 1: Godrej branding strategy

GODREJ BRANDING STRATEGY

ANEESH GEORGE S2 MBA MACFAST COLLEGE THIRUVALLA KERALA

Page 2: Godrej branding strategy

History  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.

Page 3: Godrej branding strategy

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.

Page 4: Godrej branding strategy

Godrej has 7 major companies

Real estate

FMCG

Industrial Engineering

Appliances

Furniture

Security

Agri-Care

Page 5: Godrej branding strategy
Page 6: Godrej branding strategy

BRANDING STRATEGIES

Page 7: Godrej branding strategy

Endorsement Branding Strategy

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.

Page 8: Godrej branding strategy

Advantages Increases customers’ trust in the product. Allows freedom to the brand to get its

own distinction

Page 9: Godrej branding strategy

Brand Extension strategy

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

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Umbrella Branding Strategy 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.

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Double Branding Strategy

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.

Page 14: Godrej branding strategy

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.

Page 15: Godrej branding strategy

Multibrand Strategy

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.

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Page 16: Godrej branding strategy

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 .

Page 17: Godrej branding strategy

Product flanking

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.

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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..

Page 19: Godrej branding strategy

Thank you….