MM-2 Group Project

'Godrej Security SolutionsMoving Consumers to Action

Group 2

Abhiroop Datta (004)

Ganesh S (039)
Immanuel Rajkumar S
(058)
Nishant Parmar (088)
Samuel Richard Jeba Raj
(120)
Sudipta Dhar (155)

GSSS Primary Marketing Challenge

GSSs primary challenge lied in the Home segment, where Indian

customers were reluctant to embrace home security.

Although most believed that home security solution was important, very
few had invested in one.
Therefore, the challenge was to provoke people to take security seriously
leading to proactive action.
The need to upgrade to better technology was not being considered.
And the challenge lied in changing some deeply entrenched social beliefs.
Consumer needs GSS products seek to address In Institutional market, GSS primarily seek to address the needs of the
security solutions in banks, using state-of-the-art technologies.
In home market, GSS primarily targeted urban home segment, providing
modern, intelligent security solutions to their homes.
- 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.

Barrier for adoption

Security was treated as more of a Reactive step than a proactive measure.
Things Wouldnt Happen to me was the general belief of the customers
Security wasnt the top of the to do list in the Home Segment
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.
Profile of early adopters:
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 unattended
Change in the attitude towards the security systems
Had a Underlying sense of fear and Helplessness

The First Campaign: Target audience

.

The tagline of the campaign had been Trouble Doesnt Come

Announced.
Godrej Security Solutions catered to two target markets.
Institutional : Banks

Cameras with analytics

X Ray Baggage scanners

Biometrics and access control systems

Burglary and fire resistant safes

Marine solutions

Home Market Audience:

Godrej targeted the Urban
Home market in India.
Families with annual incomes
above $6667 were the
potential buyers
Nuclear families with working
husband and wife
75% Indians were anxious or

Home:

Video door phone

Home Safes

Burglar Alarm Systems

Survey Results
Safety
Nervous

25%

75%

Unaffect
ed

GSS Advertising Objectives:

No use of smiling faces or fearful situations. Instead

of emphasizing fear, GSS should emphasize

vulnerability.
Appear as a friend who would gently expose the
folly of consumers perceived invincibility and then
provide solutions to address their needs.
Theme would use a rational argument in a real
context and an emotional conclusion to combat
consumer inertia.
Campaign should be to Godrejs overall corporate
credo of Brighter Living, thus provoking the
consumers to think intelligently about their security.
Being a pioneer of security solutions for more than
100 years, Godrejs message had to communicate

GSS Message:
The message conveyed was that trouble was usually
expected. It was an oft heard Hindi idiom Musibat
kabhi bata kar nahi aati which meant that
Trouble doesnt come announced. The message had
the following impacts:
Message effectively engaged the customers, since
humor was used to lighten it and at the same time
making the point effectively
Message seemed familiar, since it came from a
well-known idiom and was highly relatable
Message caught the consumers eye and made
them think about security
Message enhanced Godrejs positive image and
itself seemed like a statement of public interest for
the consumers

GSS Communication Execution:

GSS decided to personify trouble in the form of robbers. In order to
execute this, it did the following:
Direct marketing exercise was carried out in Mumbai wherein torn

envelopes were sent to homeowners. Message inside stated For an

experienced burglar, breaking into your home is as easy as this
On-ground and digital initiative was undertaken, which was known as
The Break-in Challenge, a large scale customer experience program
Extensive public relations exercise appeared in English and regional
newspapers, providing support for the advertising campaign
GSS Campaign Evaluation:
100%
80% 54%
60%
40%
20%

38%
8%

0%
Extent of Liking(%)

100%

100%

Liked
very
much

80%
60%

49%

40%

29%

20%

22%

Defini
tely
would
buy

0%
Purchase Intention(%)

80%

43%

60%
40%

40%

20%

17%

0%
Credibility(%)

Believe
fully
Believe
somewhat
Neither
believe nor
disbelieve

GSS Media Selection:

GSS started aggressive

marketing at ground level

through road shows,
demonstrations and
society activities
GSS did promotional
activities and participated
in exhibitions
GSS used mass media like
Movies, TV and print,
unlike its competitors
GSS was also present on
social media sites like
Facebook, Twitter,
LinkedIn, unlike its
competitors

The Second Campaign:

In GSSs second campaign, the focus shifted from thieves to homeowners.
The theme was Fearless in the face of challenge
The new campaigns idea was Now you dont have to fear trouble.
They aimed to demonstrate the brands ability to protect and empower the

consumer with the control over the situation.

To create awareness of the proposition of complete control and
confidence.
Print and point of sales promotion to highlight peace of mind and control .
How Effective was this campaign?
GSS used In-film integration, Innovative in-cinema advertising and out-ofhome ads, on-ground ads and other means to amplify the message they
wanted to convey.
Around 1200 on-ground activities in malls, corporate parks, clubs etc. and
games such as break in challenge and mock the robber, crack the
code.
Digital engagement included contextual messaging, flash games etc. to
contain important information like passwords and pin numbers.

Results:
With a reach of 50% , the campaign

successfully strengthened
awareness of 20% and Brand recall
was 45%.
The brand awareness of home
safes was observed higher than
expected.
Growth increased to 39%, category
penetration increased from 0.8% to
1.1%.
Their spontaneous recall % change
is given the below chart.

100
80
60
40
20
0

The campaigned improved

preferences by 20%
Consumers intention to
own safe increased by 46%
Additional results included
increasing leads and
trebling brands FB
followers over a threemonth period.
GSS also outperformed the
competition on TOM.
Top of the mind recall %

Pre-Campaign
Post-Campaign

Godrej Safewell Ozone

Yale Not aware

100
80
60
40
20
0
Pre Campaign

Top of the
mind recall
%

Challenges in next phase:

Repeated advertising with Fear can create a threat in the peoples

mind, if the vulnerability and the severity increases.

Fear based campaign makes the people become helpless despite
control and confidence campaign .
People may get negative perception and apprehension about the
brand by seeing repeated fear based persuasion.
In continuing the fear and control campaign, people who havent
been affected by burglary, will believe that they will not be affected
in future and might not bother to buy ( Denial of Threat)
Fear based advertising is not capable of reducing the several
barriers
The control campaign shifts the concentration to the household
rather than the burglars . So the households tend to become
overconfident.
In the coming year, there can be more MNCs and big players
entering the market as the category has become viable. This can
affect the market share of Godrej.

Thank You.