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Godrej Security Solutions

MRIDUL BHARGAVA 1567


MRINAL SEMWAL 1568
NKHIL TIWARI 1570
NISHA SINGH 1571

Historical Background
Established
Founder-

in 1897

Ardeshir Godrej

HeadquaterIndian

Mumbai, Maharahtra

conglomerate

Godrej Group

Agri-care

FMCG

Appliances

Industrial Engineering

Furniture

Real estate

Security solutions

Offers more than 7000 products

GSS- As challenges have advanced, so


have solutions
Seller of security products
Vision- First choice for total security solutions
Mission- Securing peace of mind, at home, at work
Values

Respect

Integrity

Trust

Environment

To Serve

Customer Centricity

Competitive

Catered into two segments- Institutional and home

Institutional Market- technological advanced gadgets like cameras, substance detectors, X-ray
baggage scanners, biometrics, burglary-and fire-resistant safes, marine solutions, & many more

Home market- Safe and Almirah

Security market & situation in India


(before 2008)

Expanding Indian economy

Increasing law & order violations


security risks

In developing countries like India, security related anxiety ranked even higher
than anxiety due to cost of living

Gap between intention and action

Security treated as more of a reactive step rather than a proactive measure

Problem- more at category level than at brand level

Indian Families vulnerable to

Target segment

Urban home market

Families with annual income above $6667

Strategic Communications Challenge

To convert intention into adoption

Alter brand perception (from B-to-B to household solutions provider)

Enhance exposure to expertise

Communications Strategy
The First Campaign (2011): Trouble doesnt come announced

Communications strategy around the idea: The best to avoid a war is to prepare for one.

Approaches
1.

Promote anxiety and fear.

2.

Talk about GSS in an informative yet passive manner.

Barriers
3.

High fear quotient might repel consumers.

4.

Passive approach might not lead to action.

Creative Expression

Articulation of Strategy

Hindi idiom, Trouble doesnt come announced

Showcased consumers vulnerability

Use of humor to lighten the grim message

Idea resounding hit among test groups

Communication Execution
Inject Humor

Personify trouble in the form of robbers

Make robbers ironically friendly, sociable and very forthright about their intentions

Enhance Impact

Direct marketing exercise in Mumbai

Torn envelops sent to homeowners with the message, For an inexperienced burglar, breaking
into your home is as easy as this.

Large scale customer experience program

On ground and digital initiative The break-in challenge

Alert consumers to need for security then proceed to demonstrate products

Other Promotional Activities


Creating Awareness

Road shows

Demonstrations

Society Activities

Presence on Social Media

Twitter

Facebook

Linkedin

Campaign evaluation
Pre and Post campaign evaluations conducted among white collar consumers
aged 25-65 in Mumbai Delhi Kolkata Bangalore showed television commercial as
the most effective aspect
Substantial rise in

Reach

Liking

Purchase intention

Relevance and uniqueness

Credibility

Enquiries and sales

Brand perceptions

Second Campaign (2012)


Theme : Fearless in the face of challenge
Barriers

Category adoption was an issue

Difficult to establish relevance for a category that was perceived to


be expensive

Intensified competition (Global Players Yale, Safewell, Honey well &


local players like Ozone, Zicom)

Objectives

Strengthen awareness 20%

Improve preference 20 %

Sales 30%

Category penetration 20%

Strategy
Campaign Idea: Now you dont have to fear trouble

Emphasize control and confidence

Switch focus from thieves to homeowners

Subtle dose of humor

Highlight Peace of mind and control by showcasing the range of products

Amplifying the message

In-film integration

In-cinema advertising

Out of home Ads

On-ground Ads

Tie-up with Indian Passport offices

Public relations through press conferences

Results of 2nd campaign

Reach Up by 50%

Awareness Up by 20%

Brand Recall 45%

Preference Up by 20%

Consumer intention to own safe Up by 46% (more than double than expected)

Growth target (expected 30%)- Up 39% from 2012 to 2013

Sales- doubled

Category penetration 0.8% (2012) to 1.1%

Increased leads
15000 Cinema Activation
15000 Company website

ToM (%)
Not Aware

Yale

Ozone

29

Safewell

88

Godrej

66
0

10

20

30

40
Pre Campaign

50
Post Campaign

60

70

80

90

100

Spontaneous to recall (%)


Not Aware

29

Yale

12

Ozone

Pre Campaign
Post Campaign

Safewell

26

92

Godrej

70
0

10

20

30

40

50

60

70

80

90

100

Market Potential
Market Size (Million USD)
14
12.83
12

10

Market Size

7.3

6
4.5
4

0
2010

2011

2012

Third campaign (2013)

Should the company change its campaign theme going forward?

What message should GSS communicate?

What should the tone of communication be for 2013?

Suggestions
Keep Communications Code Intact

Inject Humor

Compartmentalize campaigns for different demographics

Google Ads, Youtube, Social media campaigns etc for Youth and Young Adults
age 25-40

TV Ads campaign for older demography

Expand target consumer base

Gift Godrej products at community weddings

Feature focused Ads