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MARKETING
COMMUNICATION
GODREJ SECURITY
SOLUTIONS LTD: MOVING
CONSUMERS TO ACTION BY GROUP- 2
Priyam Kumar
Ankit Kumar
Paritosh Raj
Ranjan Kumar
Kritika Maskara
Shubham Kumar
Godrej group , one of the largest privately held 2
companies in India, was founded in 1897.
Godrej had seven major companies with
interests in :
ABOUT 1. Real estate
GODREJ 2. FMCG
GROUP 3. Industrial engineering
4. Appliances
5. Furniture
6. Security
7. Agri-Care
It offered more than 200 products across 10
categories .
GSS had pan-India presence with 650 dealers
operating in 21 branches across the country.
3
GSS’S MARKETING CHALLENGE
WHY
- Increasing Security risks (Law & order),
Rise in Nuclear families, Growing economy,
Rise in price of gold, increasing crime rates,
all these factors resulted in increase in
demand of security solutions for
households.
5
○ Security was treated as more of a Reactive step than a proactive
measure.
○ “ Things Wouldn’t Happen to me “ was the general belief of the
customers
BARRIER FOR
○ Security wasn’t the top of the to do list in the Home Segment
ADOPTION
○ Existing Security measures like Peek holes , Security Guards
where considered adequate .
○ Investing on the security systems was considered as least
priority – Customer attitude
○ External Security measures like Gates , safety doors ,avoiding
interactions with the strangers where considered as the best
practices.
6
○ Godrej – Brand positioning and credibility.
○ Awareness brought by the initial campaign in the target segment
○ Mostly middle class and working couples who leave the house
PROFILE OF unattended
EARLY ○ Change in the attitude towards the security systems
ADOPTERS: ○ Had a Underlying sense of fear and Helplessness
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○ The tagline of the campaign had been “Trouble Doesn’t Come
Announced”.
Godrej Security Solutions catered to two target markets.
THE FIRST
Institutional : Banks Home:
CAMPAIGN: Cameras with analytics ○ Home Safes
TARGET X Ray Baggage scanners ○ Video door phone
AUDIENCE Biometrics and access control ○ Burglar Alarm
systems Systems
Burglary and fire resistant safes
Marine solutions