In a bid to forge a link between brand investments and business results, the group has created dedicated teams to generate ideas for growth. with and getting them to visit salons, Looking for videographers in these As a brand that largely caters to hairstylists and salons, we realized the problems the industry would face due to the COVID-19 situation and the issues with its re-opening. According to Tanya Dubash, the idea, at the end of the day, is to also appeal to a younger mindset. It’s a great vehicle to convey our message,” says Dubash. influencers and the salons, Getting salons on board for our Videos. What are the critical success factors for their product to succeed? Your email address will not be published. Anaar » BPM Case Studies » Godrej & Boyce. This Case Study covers the following: About Godrej. Tanya is the chief architect of the project.”. @godrejprofessional has made it possible for salons like @headturnerssalons to serve their clients again. I had a great time at the salon and my hair feels amazing now! Prof Swaroop Mohanty and also to the Asst. All these were reposted on the brand’s handles on Instagram and Facebook. Jagdeep Kapoor, chairman and managing director, Samsika Marketing Consultants, thinks the Godrej Group’s effort is well-timed. In the UK, it is at least five times that size. GCPL was looking for a technology upgrade to their existing system that would help keep them abreast the latest technology, and as a result, help them retain their lead in … Sort by Load more. But what it offers is a readymade distribution channel. Shedding its “frumpy old lady” image (chairman Adi Godrej admitted in a 2002 press meet that a Godrej as a brand has the image of “a frumpy old lady” and is looked upon as “an industrial brand”), the 111-year-old Godrej Group now sports a logo in bright colours-green, blue and ruby-a far cry from the staid look it has donned since the Group was founded at Lalbaug, central Mumbai, in 1897. Step 3 - Godrej Consumer Products Ltd. (A) Case Study Analysis. I am super delighted that I was finally able to pamper my hair after 4 long months! How to start an essay about my life. HEAD OFFICE . The Group hopes to create a strong brand franchise through new plans for product and brand development, retail channel strategy, communication and talent management. I was super pumped to meet my stylist and get a hair makeover done after months of being in a lockdown. However, now as the restrictions have eased, customers can once again treat their hair with professional care. Assets created by the agency included end slates for videos, posts announcing the city/state in which the campaign has been rolled out, a #HairForYou Instagram GIF sticker, and a teaser video for the campaign. Salons are #HairForYou #GodrejProfessional #HeadtoHeadturners #SalonSuraksha #GPCares #IaminSafeHands #Unlock1 #PostLockdown #SalonVisit #SafeSalon #HairCare #HairColour #SalonServices #BackToGoodHairDays #HairStylist #SalonSafety, A post shared by Ritabhari Chakraborty (@ritabhari_chakraborty) on Jul 22, 2020 at 9:08am PDT, The one thing I really missed in the lockdown was my salon. The Deployment . A leading brand consultant based in Mumbai says, “A logo change by itself is not enough. the customers that salons are taking all possible steps to ensure your safety. India. In sync with its new logo, the group has also repositioned the master brand around the proposition of “Brighter Living”. Also, thank you @GodrejProfessional for laying down the safety guidelines for the salons to follow and for making them a safe place. This site uses Akismet to reduce spam. The importance of developing reading habits essay. Please … To drive home the positioning, the Godrej Group is getting ready to launch an aggressive multi-media ad campaign in a week. Godrej & Boyce’s Office Equipment Division. The search of SD-WAN. His fast moving consumer goods enterprise, Godrej Consumer Products took its first tentative step in the global business arena in October 2005, when it snapped up the Middlesex-based Keyline Brands in an Rs 130 crore deals. To be sure, the group has joined the Indian Premier League brand wagon to draw attention to its new avatar. It was more siloed and was completely capex driven. Godrej Group across its 5 companies had separate network and infrastructure which were not flexible and scalable. Abstract. Godrej and Boyce: Chotukool Case study Question and Answers. There was a lot of uncertainty not only in the minds of the consumers but also in those of the salon owners who had to look into the safety of their clients and staff. According to Nielsen, new-age segments are growing Incidentally, in 2002, the group had commissioned a study whose results indicated that Godrej was seen as “an industrial brand”. HISTORY One of the largest privately held diversified industrial corporations in India, the company celebrated its centenary in 1997. extending support to the salon industry in this tough time and also to reassure Q 1. What I mean is, what it will do in terms of actual implementation will decide the value of the logo.”, Ever since the Godrej Group was founded at Lalbaug, central Mumbai in 1887, the group had sported a traditional logo that’s common for all its business ranging from steel cupboards, soaps, hair dye, refrigerators, edible oil and furniture. faster. The end objective was to help salons get back to business. The aim, as stated by the Group then, was to earn at least 50% of its revenues from businesses outside India by 2010. For starters, the group has set up a strategic marketing group to manage the Godrej brand as one entity. “Placing progressive consumers at the centre of our product and brand development, we have created a contemporary and aspirational lifestyle brand by repositioning the master brand around the promise of Brighter Living,” explains Dubash. “We studied the Godrej brand across employees, consumers, investors and business partners and redefine our  approach to harnessing the brand’s intrinsic strengths,” she adds.