Market research project conducted on major metros on the branding impact of Godrej interio. This ppt would give an insight on various concepts of brand management. The research methodology and sample type has been included

1. By,
Gautham N

2. Godrej Group
• Founded in 1897
• Founders : Ardeshir Godrej & Pirojsha Godrej
• Revenue(2012-13): USD 3.3 bn
• 26000 employees
• Godrej group is classified into two groups
– Godrej Industries
– Godrej & Boyce Mfg. Co. Ltd.
• International presence
– Malaysia
– Singapore
– Vietnam
– Middle east

3. Godrej Group
Genesis
First Lock with lever
technology
First Indian Safe
India's first
indigenous
typewriter
Manufacturing of Forklift
Trucks in India
First company to
introduce PUF
( Polyurethane Foam)
Colorful logo and a
fresh identity music
GoJiyo a free, browser
based 3D virtual world
1897
1902
1955
1961
1989
2008
2010
Shutdown of
Typewriter
manufacturing
2011

4. Godrej Interio
• A division of Godrej & Boyce Mfg. Co. Ltd.
• 80 years old brand.
• Started with manufacturing of cupboard.
• Provide home furniture, office furniture, setting up laboratories, hospitals
education and training institutes, shipyards, auditoriums and stadiums.
• Presence across India
– 50 exclusive showrooms
– 18 cities and through
– 800 dealer outlets.

5. Research methodology
• Convenience sampling
• Sample size of 45 (M:20 F:25)
• Covering age group from 20 to 40+
• Sample Geographic location : Chennai, Mumbai, Delhi, Calcutta.
• Questionnaire
- 21 questions.
- Each face of the prism was considered and were converted to a open ended question to
receive responses.
• Analyzing pattern
- The factor with the highest sum is being assigned to different faces of brand namely
personality , Identity

6. Sample diversification
15
20
10
Age group
20-30
30-40
40+
0
10
20
Ownit
visiteda
showroom
my
relative/friend
hasone
Havenoidea
ofproducts
Seenproducts
onthe
website
9
16
11
2
9
Awareness of Godrej Interio
Products

7. Key Findings
• Stylishness as a factor in buying furniture 69%- agreed and strongly agreed.
• Eco friendliness as a factor 42% have disagreed compared to only 29% who have
agreed upon it.
• The top three responses on the Godrej’s new look
– Eco friendly (88%)
– Fresh (84%)
– Modern (77%)
• Public’s perception towards GODREJ INTERIO users
– Rich
– Sophisticated
– Stylish
– Loves brands

8. Brand Repositioning
New Customer target to
attract
- Young Married couples.
- age group of 25-44.
- SEC A+, A and B+.
1. Dad’s brand
2. Industrial Brand
3. Old man
4. boring
Colorful, vibrant
, youthful, No more a
old man’s brand, Eco
friendly
Godrej would remodel the house of the participants
free of cost, evaluating the feasibility of the
transformation and creativity.

9. Brand Personality (Source)
Company level
sources
Symbolic
Sources
Consumer based
sources
94%

10. Endorser :
Brand User:
Advertising Style
Endorser Personality
- Perfectionist
- Sincere
- Hard working
- Socially responsible
Percentage match of
Personality between Aamir
and Godrej Interio is rated on
an average of 79.3 % . With
highest being 93% and
lowest being 56%
The Ad potrays,
“young , independent ,modern
& new Couple.
Technologically advanced
products and stressing
upon environment
friendly as well
Godrej Brand Personality

11. Brand Identity
Brand Identity : youthful , stylish and modern
Product placement : Lakme Fashion Week
2012,

12. Brand Identity : Eco friendly

13. Brand Extension
This could be termed as
“Category extension”
- Gojiyo launched in 2010.
- Acted as a seperate brand by itself
- The above AD associates GOJIYO with Godrej Interio
“Related Extension”

14. Personality - Trend setter , Amicable,
Married, Young
Self-Image- Vibrant, Best quality,
Youthful
Culture – Tech savy, Modern,
Refreshing
Relationship - Rich,
Sophisticated, Aspirational,
stylish
Reflection- Expensive,
Show off, Jus looks expensive
Physique - Reliable, Eco
friendly, Style , Luxury,
Innovative products
Brand Prism

15. Brand Iceberg Colourful, godrej & boyce group, Aamir
Khan, Brand repositioning, Old company, Cupboard
manufacturer, Adi Godrej, Tanya
dubash, Conglomerate group
Biggest private land owner in
Mumbai, philanthropy, building
schools , hospitals for
employees, Godrej trust aiding
the needy

16. Mental mapping
youthful
Married
couple
colorful
Indian
Tech savy
Over priced
Rich
Metro cities
cupboard
Modern
Aamir khan