Godrej Security solutions ltd : Moving

Consumers to action

Group number: 8
Group members
Anjali revi kumar(PGDMB16-016)
Karthik.R(PGDMB16-063)
Pallavi (PGDMB16-093)
Salav Kumar (PGDMB16-117)
SoorajKumar C R(PGDMB16-147)
Vivek bakshi(PGDMB16-172)
 GSS'S PRIMARY MARKETING
CHALLENGE
• Perceived as a B2B brand rather than a comprehensive security solution
provider for households
• Expertise in home security solution was largely unknown-was a serious
threat in increasing competition
• To provoke people to take security seriously:
 Most people simply relied on neighbors, door bells, double
doors security guards, safety lockers etc.
 Consumers had a false sense of optimism

CONSUMER NEEDS THE COMPANY SEEKED TO

ADDRESS
• Providing peace of mind to the consumers at home and work:
 A survey of 500 adults showed that 75% Indians were
anxious or nervous
 Security issues were the primary drivers of this anxiety
 BARRIERS FOR ADOPTION
• Most admitted home security is important but no one was interested in
investing
• Some felt existing measures like peepholes, safety doors and security
guards were adequate
• Security was treated as a reactive step
• Inconsiderate to better technology
• Other luxurious items were more desirable

Early adopters

• Nuclear family with average monthly income of $6,667

• Family with both husband and wife working
• Family which spends more on disposable income and invest more on
valuable possessions like jewelry
 FIRST CAMPAIGN
First campaign was designed on communication strategy with the idea “the best way
to avoid a war is to be prepared for one”.
Two clear approaches:
1. Promote anxiety
2. Talking about safety and GSS products in a passive and informative approach.

TARGET AUDIENCE:

Urban home market- Families(mostly nuclear) with annual salary of $6,667 and
above.

ADVERTISING OBJECTIVES :

• To provoke consumers to think intelligently about their safety and take some
action
• To communicate vulnerability in a friendly manner
• To communicate leadership
MESSAGE:

• “Trouble doesn’t come announced”

• Need for security in a humorous manner
• GSS as a friend
• “Brighter living”, “Be Intelligent, Be Safe”

EXECUTION:

• Friendly and sociable robbers were used to personify trouble in a humorous way
• A direct marketing exercise- Torn envelopes to homeowners
• An on-ground and digital initiative –”The Break-in Challenge”
• Public relation exercise in newspapers providing support for ad campaign
• Road shows, demonstrations and social activities

MEDIA SELECTION:

• GSS was the only brand that used mass media-Television (effective reach of 45 per
cent of target audience)
• Social media sites such as Facebook, Twitter and LinkedIn
 SECOND CAMPAIGN
Messages intended to be conveyed:

• “Now you don’t have to fear trouble” – Dispel helplessness

• “Fearless in the face of challenge” – Build confidence
“Complete control and confidence”
• Peace of mind and control – Range of safes in a wide price range

Results:

• Achieved growth target of 30% , growing by 39% from 2012 to 2013

• Increase in category penetration from 0.8 % to 1.1%
• With a reach of 50% it strengthened awareness by 20%
Results (continued)

• Top of mind recall increased by 33% and Spontaneous recall increased by

22%

Top of mind recall

100
80
60 Top of mind recall

40
20
0
Pre campaign Post campaign

• Preference/Consideration improved by 20%

• GSS scored high on several parameters, like “Provides me with
peace of mind”, “Is relevant for my needs”, etc.
• 91% of respondents gave high score for likeability, 88% for
relevance and 81% for credibility
 Challenges in continuing the “fear and
control” story
• Increase in competition and the competitors showing signs of pro-
activeness, therefore the chances of them coming up with a counter
theme is high
• Communicating same thing at additional cost gives competitors an
opportunity to use different perspectives and gain
• The consumers may find it redundant as maximum visibility was
already ensured through different sources
• The momentum created through the first and second advertisement was
also due to the differences in the messages communicated therefore
continuing with the same theme may not create the same appeal
• Changes in the already existing attitudes may take time. Therefore the
viewers need to be given as many convincing reasons as possible