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GODREJ Security Solutions

A study on impact of promotional activities on brand


awareness of Goldilocks at Jaipur

Presented By:- Julie Kumari


P15078
2015-17

Topic Covered Under Presentation

Introduction to the topic


Organization overview
Industry analysis
Research analysis
Key learning
Conclusion

Introduction

To

measure the impact of promotional activities on


brand awareness of Goldilocks in Jaipur.

To know about the popularity of Goldilocks in the


market.

Measuring the impact of promotional activities on


brand awareness of a particular brand .

To measure the number of people who are aware of a


particular brand in a given period of time.

Highlights the effectiveness of the different


advertising or promotional tools used for the purpose.

Organisation Overview
Established

in 1897, the Godrej Group has its roots


in India's Swadeshi movement.
Mr. Jamshyd Godrej is the companys Chairman
and Managing Director
Headquartered in Pirojshanagar at Vikhroli,
Mumbai,
Godrej and Boyce operates across all major global
markets such as Europe, U.S., Middle East, Africa
and South East Asia.
It deals with consumer durables ,products for
institutions, industrial product.

Commitment to Quality
Dedication & Commitment
Honesty & Integrity
Openness & Transparency
Teamwork and Trust

Enriching quality of life everyday


everywhere
Godrej in Every Home and
Workplace

Values
Mission
Continue
Vision

Godrej Goldilocks
Indias

first-of-its kind personal locker for everyday

use.
To store daily valuables like keys, credit cards,
watches, glasses, wallet, etc.
Comes in two attractive colours.
With a host of features like smart touch panel, antitheft buzzer, and a smart locking cable, portable.

Industry analysis
Strength:
-Wide range of branches.
-Wide range of product line.
-Respectable and believable
brand name.
-Large number of customer with
higher satisfaction.

Weakness:
-No advertising
-No effective selling schemes
available
-Sales executives are not well
mannered
SWOT of the
Company
Threat:
- The growing competition in the
securities sector.

Opportunities:
-More opportunities to grow as
it has earned good market share
in Jaipur.
-Technical upgradation time to
time.

Research Analysis

Sample
size:
200

Sample
procedur
e:
Random

Sample
area:
Jaipur

Survey Data Analysis


Godrej Introducing
No; 25%

Yes; 75%

63 % people knows
about the goldilocks .

Young customers

No; 25%

Yes; 75%

Probably as the youth


is
moving
for
employment across the
country they look for
something
that
is
technology, safety and
trendy.
.

Goldilocks as a whole
Poor; 5%
Fair; 15%Excellent; 20%

38% of people said


this is good.

Average; 20%
Good; 40%

Promotional schemes

No; 25%

Yes; 75%

It clearly shows that


promotional schemes
affect the choices of
customers and it also
successfully attract
consumers.

Market strategy
Low Price Cost; 50%

Availability; 5%
Good Adevertising; 45%

The chart shows


that the majority of
people thought that
low price cost
affects the sale of
product.

Improvement

SMS Notification; 15%

Briefcase; 20%

GPS; 25%
Being Tracked Online; 40%

Majority of people wants


GPS &SMS notification
on mobile so they can use
Mobile SMS as a new
mode of communication
and 40% people want
being tracked online.

Attributes of Goldilocks
Affordable; 3%

Essential; 13%
Technology; 35%
Safe; 19%
Modern; 31%

35% people thought


that the technology
attributes associate
with goldilocks most
rather than modern .

Ranking
Majority of people
said product that
Product that offers good marketing support; 15%
offers discount
AvailabilityGood AdvertisingLow price cos; 50% attracts the most .
Product that offers good promotional schemes; 35%

Impact of colour

No; 40%
Yes; 60%

The chart clearly shows


that majority of peoples
conscious for colours
when they buy safes.

Requirements of colours
Loam; 10%

Maroon; 20%

Grey; 25%

Black; 45%

Some of the customers


dont prefer black Because
of superstitions the elderly
people were not ready to
buy black colour locks.

Findings
The

majority of respondents were in need of electronic


security equipment but there is a differentiated demand
in every category & site of organization.

Majority

of respondents shows that price factor mostly


affect the need after that the quality (upgraded
technology) is most influencing factor in creating need
& demand in the security equipment sector.

Continue
The

majority of respondents showing that there is a


need of sales promotion & advertising.

The

40% of respondent shows that they known to the


security systems from references only & the references
is too much time taking method to grow the need in the
market.

SIP Key Learning


Sales

Pitch.
Product attributes and uses.
Promotional strategies.
Customer objection handling.
Consumer Behaviour.
How to work to attract and retain new customers.
How to hold existing customer.
Negotiating with customers for purchase of our
product against others.

Conclusions
Price

conscious and some of the customers are


brand conscious.
Not aware about the security equipments of Godrej
and they are depends upon the local brand.
There is requirement of effective advertising and
marketing strategies to make aware the customers
about security equipments.
The companies should try to minimize the price
(costs) to the customer & quality should be
upgraded so that they will not affect the need and
market.

Thank you