By,Gautham N

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

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

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.

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

Sample diversification

15

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20-30

30-40

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Awareness of Godrej Interio Products

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

Brand Repositioning

New Customer target to attract

- Young Married couples. - age group of 25-44.- SEC A+, A and B+.

1. Dad’s brand2. Industrial Brand

3. Old man4. 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.

Brand Personality (Source)

Company level sources

Symbolic Sources

Consumer based sources

94%

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

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 itself - The above AD associates GOJIYO with Godrej Interio

“Related Extension”

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

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

Mental mapping

youthful

Married couple

colorful

Indian

Tech savy

Over priced

Rich

Metro cities

cupboard

Modern Aamir khan