Godrej Security Solutions -Moving Consumers To Action: An ISB Case Study used in the MBA colleges for the marketing management course. A comprehensive solution provided by Students of PGP-M IIM Kozhikode. Comment and drop a thanks if it helps you!

1. GODREJ SECURITY SOLUTIONS LTD.
MOVING CONSUMERS TO ACTION
Marketing Management
Submitted By
PHD/15/18/O Dr. Devendra Tayade
PGP/25/126 Aayush Kumar
PGP/25/155 Manasa Reddy Jambula
PGP/25/160 Paras Nath Munda
PGP/25/177 Shubhiksha Thamodharan
PGP/25/184 Vikash Kumar Singh
Brand in focus |

2. Godrej Security Systems
● Sells Mechanical, Electronic security systems in India
● Emerged as a leader in untapped market
● GSS Started as basic security systems, subsequently ventured into comprehensive security
solutions
● Modern, intelligent Security solutions company using state of the art modern tech
01
Background
Godrej Security Systems
“First choice for total
security systems”
Vision
Mission
“Securing peace of mind at
home, at work”
01
Core Values
Respect
Integrity
Trust
Environment
Serve customer centricity
Competition
02
04
03
05
06
Godrej Group
● One of the largest privately held companies in India
● Established in 1897: Seven major companies
FMCG, Industrial Engineering, appliances, Furniture, Security, Agri care, Real estate
● More than 200 products: from soaps and rocket engines to locks and appliances
● More than 10 categories in the consumer space alone

3. 01
Godrej Security Systems
● GSS develops products for Institutional and Homes requirement
● For the Institutional consumers, their Key target segment are Banks
● Products targeted
Institutions
Advanced Tech gadgets: Camera with analytics, Substance detectors, X-Ray Baggage scanners, Biometrics
and Access control systems, Burglary and fire resistant safes, Road Blockers, Marine solutions etc.
Home
safes, Video door phones, Burglar alarms systems
GSS Plant in Mumbai: One of the largest factories in India, 1700 staff
Products
● GSS operates through an extensive distribution - dealer network
● Distribution -> Dealer -> Company owned Godrej Stores
● The company has also provided a Toll free number for the sake of convenience of the users to locate a store
Channels

4. 01
Godrej Security Systems
● Presence
GSS has its presence Pan India with a robust network of 650 Dealers, 21
Branches across the country
● Market Penetration: 1.4%
● Market share:
○ GSS 80% (2008)
○ Yale 7% (2012)
○ Ozone 7% (2012)
○ Bosch, Eagle, Zicom, Honeywell, Safewell, Eurovigil etc.
● Market Growth
○ $4.25MM (2010) → $7.3MM (2011) → $12.83MM (2012)
● GSS had success in persuading early adopters (2011)
Market
1.4%
Market
Penetration
Urban home market in India
Families with Annual incomes > $6,667
Target Consumers

5. 02
Godrej Security Systems
Competitors
and market Growth
Indian Home Safes Market in Nascent Stage

6. 02
Key Challenges
● GSS wishes to sustain its ongoing momentum
● For the sake of same GSS needs to figure communication strategy for 2013
● To further develop Security Solutions as a category as a market leader
● Compete Indian customers’ reluctance to adopt security products
● Build a comprehensive brand perception
○ Current perception is of a B2B brand developing solutions for banks,
rather than a comprehensive security solution provider for households
● Stronger association with physical security (safes and vault equipment)
● The company’s expertise in home security solutions largely unknown
● Increasing competition
● To provoke people to take security seriously — leading to proactive action
● Responsibility to create awareness among potential customers.
Major Questions
➔ Should the company change its
campaign theme going
forward?
➔ What message should GSS
communicate?
➔ What should the tone of
communication be for 2013?
Problem Statement

7. 02
Consumer Behaviour Survey
● 500 Adults | 75 percent of Indians were anxious/nervous.
● Security issues (terrorism and crime) as the primary drivers of anxiety
● India | security-related anxiety ranked higher than anxiety due to cost of living
● An internal survey was conducted among consumers in the home segment
○ Homeowners: Expressed concern, but did little more than worry
○ Admitted Home security Solutions were important but only few invested
○ Complacency about security needs
○ ‘Security’ Category seemed to suffer from reluctance to act
○ Some felt existing measures like peepholes, safety doors and security guards were
adequate
○ Others didn’t think of it much/ postponed decision to act
○ Need to upgrade to better technology was not being considered.
○ Homeowners preference: Upgrading to a better TV> Buying a safe
○ Security: reactive step rather than a proactive measure.
○ false sense of optimism or denial
Survey
Internal
Survey
500
Adults
Security Issues
Terrorism
Crime
Primary drivers of
Anxiety
Major Gap
between
Intention and
Action
Home Segment
Indians were
Anxious/Nervous

8. Analyzing GSS’s competitive environment
Competitive rivalry
➔ At this stage, others are piggy
backing on awareness created by
GSS
➔ The market still being a blue ocean,
the level of rivalry is less
Threat of Substitutes
➔ Security guard agencies
➔ Neighbours
➔ Local cheap brands
➔ Traditional safety measures
Threat of new entrant
➔ Market is ripe for growth phase
➔ Market share of GSS has reduced from
2008-2012 due to entry of new players
➔ Needs expertise and understanding of
the customer. In addition, technology
patents would mean High entry barriers
Bargaining power of suppliers
➔ Since GSS has its own manufacturing
unit, supplies will be raw material
(metal)technology, patents etc
➔ Since Godrej focuses on quality, would
prefer high quality of supplies.
➔ The bargaining power would vary
Bargaining power of customers
➔ Relatively low in B2B segment
➔ High in B2C segment
05
01
02 03
04
Porter’s 5
Porter’s 5 Forces
03

9. ➔ Market Leader with 80% of market share
➔ Wide array of products in the security solutions
category
➔ Pan-India presence with 650 dealers and extensive
distributors operating across country
➔ Previous two advertising campaigns in 2011 and
2012 have been very successful and have
out-performed on almost every attribute of
effectiveness
➔ Quick to adopt changing technologies
➔ Only brand that used mass media to advertise
➔ Considerable presence on social media
SWOT ANALYSIS
➔ GSS is perceived as a B-to-B brand that
developed solutions for banks rather than a
comprehensive security solution provider for
households
➔ The company’s expertise in home security
solutions was still largely unknown
➔ There had been barely any sizable positive
growth in the market since GSS has entered it
Weaknesses
Strengths
S
W
03

10. ➔ Market penetration was around 1.4% which
gives a lot of scope for further growth in the
space
➔ Security solutions category offered high
potential in terms of growth opportunities
➔ Increasing law & order violations in the
country
➔ Steady increase in nuclear families and
disposable income
SWOT ANALYSIS
➔ Indian customers reluctance to embrace
home security
➔ The increase in category size has attracted
competitors
➔ People relying on neighbours, doorbells,
double doors, peepholes, security guards,
safety cupboards/lockers, bolts and latches
➔ Consumers false sense of optimism
➔ Category development ensured a direct
benefit for competitors as well
Threats
Opportunities O
T
03

11. 04
Campaign 1
● Promote anxiety by increasing consumers’ fears about security
● Talk about safety and GSS products in a passive and informative manner
● Instead of emphasizing fear, emphasize vulnerability, without raising consumers’
defensive barriers
● To show the mirror in a friendly manner
● GSS as a friend, gently exposing the folly of consumers’ perceived invincibility,
providing solutions to address their needs
● Use rational argument in a real context and an emotional conclusion in order to
combat consumer inertia
● campaign’s alignment to Godrej’s corporate credo of “Brighter Living”
● Provoke consumers to think intelligently about their security
● Godrej had been a pioneer of security solutions for more than 100 years,
● the message had to communicate leadership.
● Thought provoking and action oriented.
Approaches
Idea
“TROUBLE DOESN’T COME ANNOUNCED”
“The best way to avoid a
war is to be prepared for
one.”
Communication
Expression
Theme
oft heard Hindi idiom that meant,
“Trouble doesn’t come announced.”
To create relevance, situations were
showcased that exposed consumers’
vulnerability.
Humour as a tool to lighten the grim
message while making the point
effectively.
communicating the powerful
message that trouble is usually
unexpected.
Advertisement
Creative Expression
Personify ‘trouble’ in the form of robbers.
Irony: Robbers were uncharacteristically friendly, sociable and very
forthright about their intention

12. 04
Campaign 1
● Direct marketing exercise carried out in Mumbai
○ Torn envelopes were sent to homeowners “For an experienced burglar, breaking into your
home is as easy as this.”
● On-ground and digital initiative : The Break-in Challenge,”
○ a large-scale customer experience program. Conducted across India, the initiative garnered
huge interest and substantial conversions creating awareness and positioning their product
● Extensive PR exercise in English and regional newspapers, supporting the advertising campaign
● Aggressive marketing at the ground level: Road shows, demonstrations and society activities
● The television commercial was the most effective aspect of GSS’ advertising campaign
● Reach: 45 % of the target audience
● Liking: 54 % who had seen the advertisement
● Purchase intention: Around half said that they would definitely buy security products from Godrej.
● Relevance and uniqueness: About 1/3rd found the ad to be extremely different from ads for other
security products.
● Credibility: The ad was seen to be credible with 80 % of people believing the statements made in
the advertisement.
● Enquiries and sales: 12,000 inquiries via mail and about 10,000 from consumers who called or
visited GSS stores.
Execution
Evaluation criteria
Key Insights
Evaluation
● Increased awareness of home security
products
● Category adoption still remained an
issue
● Extended focus groups were
conducted among consumers who
were aware of more advanced
security solutions but were using
traditional security methods and
devices instead
● Most security measures were driven
by human presence/interventions and
were in the low- tech category
Results
➔ Reach
➔ Brand recall
➔ Liking
➔ Purchase intention
➔ Enquiries
➔ Sales

13. 04
Strengthen awareness
Top-of-the-mind recall (TOM) by 20%
Improve preference
(strengthen consideration) by 20 %
Improve perception scores
Versus competition on key
parameters like relevance
Drive sales
by 30% (based on earlier growth and
the prevailing environment)
Grow category penetration
by 20 %
Advertisement
● Inflation: it had become difficult to establish relevance for a category that was
perceived to be expensive.
● Competition intensified. The Indian market saw the entry of global players like Yale,
Safewell, and Honeywell,
● a host of unorganized players and increased efforts by local brands like Ozone and
Zicom.
● In-film integration
● Innovative in-cinema advertising
● Innovative out-of-home ads
● On-ground ads
● Tie-up with Indian passport offices
● Public relations
● Digital Engagement
Approaches
Objectives
“NOW YOU DON’T HAVE TO FEAR TROUBLE.”
Amplifying the
Message
Campaign 2 In this campaign, to emphasize control and confidence, the focus
switched from the thieves to the homeowners using a subtle dose
of humour.

14. 04
Campaign 2
● The campaign successfully
○ Reach of 50%
○ Strengthened awareness by 20%
○ Brand recall for GSS was 45%.
○ A substantial increase (higher than expected) in the awareness of home safes
○ Outperformed the competition on TOM and spontaneous recall
● Consumers’ intention to own a safe rose by 46%: more than 2X of expectation
● ~ 91% of respondents gave high scores for likeability, 88% gave high scores for
relevance and ~ 81% gave high scores for credibility
● GSS achieved its growth target of 30%, growing by 39% from 2012 to 2013
● The company saw an increase in category penetration
○ from 0.8 per cent to 1.1 per cent penetration.
● Increased leads
○ 15,000 over one weekend (cinema activation)
○ 15,000 through the company’s website)
○ Trebling the brand’s Facebook followers over a three-month period.
Evaluation
Key Insights
Key issues Targeted
From Campaign 1
● An underlying feeling of helplessness.
● Many families were growing more
prosperous and accumulating more
assets, yet feeling more vulnerable.
● Most security measures were driven
by human presence/interventions
and were in the low- tech category.
Evaluation criteria
➔ Reach
➔ Brand recall
➔ Liking
➔ Purchase intention
➔ Enquiries
➔ Sales
Results

15. Mission
➔ Increase penetration of the category
➔ To provoke people to take security
seriously – leading to proactive action
➔ Grow the brand, while simultaneously
holding off competition from gaining
Money
➔ Spending in advertising can be
considerably more when compared
to competitors because the
company is market leader with 80%
market share and market has huge
growth potential.
Message
➔ The relevance and importance of
security had to be strongly established
to convert intention into adoption
➔ GSS is the one stop destination if you
want to secure your homes and feel
peace, safe & secure
Measurement
➔ Credibility, Relevance and
uniqueness, Brand Perceptions,
Reach, Liking, Purchase
intention, Top of Mind Recall,
Increase in sales
Media
➔ Television Commercials, Direct
Marketing, On ground & digital
initiatives, Film integration,
In-cinema advertising,
Out-of-home ads, Extensive PR
exercise through newspapers
05
01
02 03
04
The 5 M’s of Advertising
05

16. 05
Post two campaigns
Those who have seen the ad and recalled the brand as “Godrej”
Evaluation

17. 05
Evaluation
Post two campaigns
33%
Increase
Post campaign
Top of Mind recall
22%
Increase
Post Campaign
Spontaneous Recall
Those who have seen the ad and recalled the brand as “Godrej”
“Provides me Peace of Mind”
“Is relevant/useful for my needs”
Improved perception scores versus competitors were
observed on key parameters GSS scored high on

18. 06
● Based on evaluation of given information and conducted analyses our answer is YES but not
entirely.
● The company must build on the existing campaign and add certain new elements that might give an
additional boost to the existing momentum.
● Campaign 3 along with focusing on safety and security against theft and robbery also focuses on
broadening the scope of advertising to include safety against fire emergency, safety of children,
secrecy of personal documents etc. Campaign shows how GSS plays a role of a partner and supports
you in your everyday journey and more so than before during the times of emergency.
● We suggest alongside safety lockers, other products like CCTV cameras, personal lockers etc.
should also be advertised and promoted extensively.
● Engage intellectually with the B to B segment.
● Objectives: Increased Top-of-the-mind-Recall, Improve perception and preference, Increase sales,
Market Penetration, Promote multiple products, Building customers for future
Answer
Should the company change its
campaign theme going forward?

19. 06
Answer
What message should GSS
communicate?
● What company lacks already?
○ Category penetration
○ Purchase intention of people who recalled the brand Godrej
● Elements to keep from last 2 campaigns
○ The humour and subtle undertone has to be kept
○ The trust, reliance, Integrity and peace of mind
● Elements of Focus
○ Strengthen Awareness
○ Improved Perception
○ Include common people
● Potential success from the suggested message
○ Change attitude of general Indian middle class public from reactive to
proactive in the context of home security solutions
○ Purchase Intention
○ Category growth

20. Proposed
Tagline
“Securing Smiles.”
06
● Tone of first two campaigns is thought provoking with subtle humour
● Growth of company
Message 0 - Message 1 ($4.5 mn to $7.3 mn)
● Growth of company
Message 1 - Message 2 ( $7.3 mn to $12.83 mn)
● For third campaign, we suggest retain humour as customers liking of
existing advertisements is high.
● The campaign should be about: securing what is personal and
retaining smiles of the users
● We suggest increasing humour content in the advertising message and
advertisements should give a sense of assurance.
● Advertisements will not be limited to just thefts & robbery, many
other scenarios where GSS equipments can be used are highlighted.
Answer
What should the tone of
communication be for 2013?

21. GODREJ SECURITY SOLUTIONS LTD.
MOVING CONSUMERS TO ACTION
PhD/15/18/O Dr. Devendra Tayade
PGP/25/126 Aayush Kumar
PGP/25/155 Manasa Reddy Jambula
PGP/25/177 Shubhiksha Thamodharan
PGP/25/184 Vikash Kumar Singh
PGP/25/160 Paras Nath Munda
Brand in focus |
Thank You