INTERNAL MARKETING STRATEGY

FOR EMPLOYEE SATISFACTION AND

RETENTION
Study on Godrej consumer products ltd.
 1. Introduction

2. Background and framework

Godrej as an organization always adopted employee-oriented policies and frameworks. Godrej because of
its employee centric culture Godrej stands in 21st position for the best places to work. Lets now look at the
few models which can help us understanding the policies and strategies better.

a. Holistic Marketing:

INTERNAL
MARKETING

RELATIONSHIP HOLISTIC PERFORMANCE

MARKETING MARKRTING
MARKETING

INTEGRATED
MARKETING

Marketing Technique Description

Internal Marketing Godrej uses Internal Marketing concept to raise employee motivation and skills.
The Loud program to fulfil the dreams of employees, through this employees and
new joiners gets 1.5 Lakhs to fulfil their dreams. Initiative like this boost the
morale of the employees.
Integrated Marketing Goderej’s integrated campaign of 'Ideas that Make Life Brighter/ Har Idea Se
Zindagi Muskuraye' which is focused on enhancing the brand's emotive appeal.
These strategies cover the diverse ecosystem and offerings of the brand.
Performance Under Godrej fellow program, 12 to 15 people, under 30 years of age is being
Marketing handpicked by Godrej who possess exceptional innovative proposals that will help
 the company to progress. Initiatives like these helps Godrej cultivate the best
talent by linking performance to appropriate rewards.
Relationship Marketing Godrej being in the consumer goods business like Godrej Interio, puts lot of
emphasis on the after sales services to build a long term relationship making.

b. SWOT Analysis:

Strengths  Leader among India’s FMCG companies

 Some brands in 100 most trusted brands
 Presence in more than 60 countries
 Widespread distribution network across India
 Recognized Godrej Research & Development Centre
Weakness  Market share is limited due to presence of other strong FMCG brands
 Godrej products has stiff competition from big domestic players and
international brand
Opportunity  Tap rural markets and increase penetration in urban area
 Mergers and acquisitions to strengthen the brand
 Increasing purchasing power of people thereby increasing demand
Threats  Intense and increasing competition amongst other FMCG companies
 FDI in retail thereby allowing international brands
 Competition from unbranded and local products

c. Godrej Consumer Products STP:

Segment Care products for daily needs, consumer appliances for daily households, Office
furniture and Interior furniture for home.
Target Every Indian middle-class consumer for FMCG products, Interior designers for
office contracts, independent carpenters for interior kitchen solutions.
Positioning Value for money products to gain maximum market share.
 d. The Marketing Funnel:

Godrej as an old and growing consumer goods company uses the marketing funnel to manage customers effectively.
Marketing funnel helps the company to measure the customers with different parameters like loyalty, variability,
profitability and other factors.

The marketing funnel can also be used from the employee’s perspective to understand the level of employee
engagement and loyalty. The marketing funnel consist of different levels with each depicting the employee engagement.

The top level of the funnel is used to measure the awareness among the potential workforce. The second level is used to
measure the interest among the target candidate. The level of decision measures the chances of joining the
organization. The bottom levels of the funnels measure the loyalty and Advocacy of existing employees towards the
company.
 e. Keller Model:
Brand equity model which primarily focuses on how customer perceive a certain brand can also be used to measure
employer branding