Professional Documents
Culture Documents
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.
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.
Real estate
FMCG Industrial Engineering Appliances Furniture Security Agri-Care
BRANDING STRATEGIES
Advantages Increases customers trust in the product. Allows freedom to the brand to get its own distinction
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
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.
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.
Advantages:
The product benefits from both the company name and the product brand name The investment in double branding is much less than a standalone product branding approach.
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. .
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 .
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.
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..
Thank you.