GSS MCS
GSS MCS
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
Respect
Integrity
Trust
Environment
To Serve
Customer Centricity
Competitive
Institutional Market- technological advanced gadgets like cameras, substance detectors, X-ray
baggage scanners, biometrics, burglary-and fire-resistant safes, marine solutions, & many more
In developing countries like India, security related anxiety ranked even higher
than anxiety due to cost of living
Target segment
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.
2.
Barriers
3.
4.
Creative Expression
Articulation of Strategy
Communication Execution
Inject Humor
Make robbers ironically friendly, sociable and very forthright about their intentions
Enhance Impact
Torn envelops sent to homeowners with the message, For an inexperienced burglar, breaking
into your home is as easy as this.
Road shows
Demonstrations
Society Activities
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
Credibility
Brand perceptions
Objectives
Improve preference 20 %
Sales 30%
Strategy
Campaign Idea: Now you dont have to fear trouble
In-film integration
In-cinema advertising
On-ground Ads
Reach Up by 50%
Awareness Up by 20%
Preference Up by 20%
Consumer intention to own safe Up by 46% (more than double than expected)
Sales- doubled
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
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
Suggestions
Keep Communications Code Intact
Inject Humor
Google Ads, Youtube, Social media campaigns etc for Youth and Young Adults
age 25-40