Research Report

of
Strategic Task

Department of Marketing Management

University of Ruhuna

Table of Contents
ABSTRACT...................................................................................................................................................... 2
01.

INTRODUCTION ................................................................................................................................. 2

1.1. RESEARCH PROBLEM ................................................................................................................... 2

01.2 OBJECTIVES OF THE STUDY ............................................................................................................... 3
02. LITERATURE REVIEW ............................................................................................................................... 3
2.1. Brand Equity ........................................................................................................................................... 3
2.2. Brand Awareness ............................................................................................................................... 4
2.3. Brand Association.............................................................................................................................. 4
2.4. Brand Positioning ............................................................................................................................... 5
2.5. Marketing Mix .................................................................................................................................... 5
2.6. Impact of brand strategy on a brand................................................................................................... 6
03. METHODOLOGY ...................................................................................................................................... 7
3.1. Exploratory and Conclusive Research Design .................................................................................... 7
3.2. Determination of Population and Sample ......................................................................................... 7
3.2.1. Population .................................................................................................................................. 7
3.2.2. Sample......................................................................................................................................... 7
3.3. Data Collection .............................................................................................................................. 8
3.4. Measurements ................................................................................................................................... 8
3.5. Data analysis ...................................................................................................................................... 9
04. DATA FINDINGS AND ANALYSIS .............................................................................................................. 9
4.1. Demographic Analysis ....................................................................................................................... 9
4.2. Mean and standard deviation ........................................................................................................ 10
4.3. Frequency distribution ..................................................................................................................... 12
05. CONCLUSION ......................................................................................................................................... 18
5.1. Limitations............................................................................................................................................ 19
REFERENCE .................................................................................................................................................. 20

ABSTRACT
This study was conducted to explore the overall perception of the consumers towards Godrej.
The perception was evaluated with the constructs of brand equity, brand awareness and the
marketing mix elements with intention to develop a reposition strategy eludes from the main
problem of the Godrej and to position as an innovative, caring and safe enabler to the home
environment. Research has been undertaken based on the hypothesis that Godrej is perceived as
a Hair Dye product, and done a survey to examine the perception of consumers about Godrej.
Through the findings it was revealed that customers perceived Godrej as a Dye product.

Key Words: Brand Awareness, Brand Association, Positioning and Marketing Mix

01.INTRODUCTION
Godrej Consumer Products Company has been originated in India and in the present context they
have established their presence over sixty countries including the nations in Asia, Africa and
Latin America. They serve to the Sri Lankan market since mid 1990s, and now have extended in
a broader range of consumer goods.

1.1. RESEARCH PROBLEM

Although Godrej is a well stable conglomerate in India with innovative product solutions, the Sri
Lankan market is not being perceived as so, because they have offered the Hair Dye product at
the initial stage where the product brand name and the corporate brand name were identical to
each other. Therefore the customers have perceived it as a Hair Dye product brand rather than an
Innovative and Caring supplier of consumer goods.

Godrej Sri Lanka is just about to launch new categories to the market and the pre mentioned
perception of consumers is the challenge when they come up with these product categories into
the market. Customers are bit reluctant to accept these new products specially, the baby products
with their mind associations with this brand.

Prior to initiate with a strategic move, it is significant to review the brand awareness of the
Godrej. As to our background studies about Godrej it has been grasped as a Hair Dye product in
the customers mind sets and that was the platform to our research task. Based on that perception
the following hypothesis was developed.

Ha : Godrej is perceived as a Hair Dye brand

01.2 OBJECTIVES OF THE STUDY

To evaluate the brand awareness of Godrej and propose the necessary strategic
implications

To evaluate the concurrent marketing mix strategies (4Ps) and recommend the further
improvements to be done by the Godrej.

To provide the platform to an effective strategic approach to strengthen the cooperate

brand and to develop an Integrated Communication Plan with the appropriate channel
mix.

02. LITERATURE REVIEW

2.1. Brand Equity
According to Aaker (1991; 1996), brand equity is a Multi dimensional concept. It is composed of
brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary
brand assets. Other researchers identify similar dimensions. Shocker and Weitz (1988) propose
brand loyalty and brand associations, and Keller (1993) suggests brand knowledge, comprising
brand awareness and brand image. Considering the various suggestions, we recognize perceived
quality, brand loyalty, and brand awareness with strong brand associations as common
dimensions of brand equity. In summary, high brand equity implies that customers have a lot of
positive and strong associations related to the brand, perceive the brand is of high quality, and
are loyal to the brand. The dimensions of brand equity increase brand equity because each of
them is positively related to brand equity.

2.2. Brand Awareness

Aaker, 1991, has defined brand awareness as The ability of the potential buyer to recognize and
to recall that a brand is a member of certain product category. According to Keller in 2003,
brand awareness plays an important role in consumer decision making by bringing three
advantages, these are learning advantages, consideration advantages and choice advantages.
Customer Based Brand Equity occurs when the consumer has a high level of awareness and
familiarity with the brand and holds some strong favorable and unique brand association in
memory.
Brand awareness consists of brand recognition and brand recall performance:

Brand recognition is consumers ability to confirm prior exposure to the brand when
given the brand as a cue. In other words, when they go to the store, will they be able to
recognize the brand as one to which they have already been exposed?

Brand recall is consumers ability to retrieve the brand from memory when given the
product category, the needs fulfilled by the category, or a purchase or usage situation as a
cue.

2.3. Brand Association

Brand awareness with strong associations forms a specific brand image. Aaker (1991) defines
brand associations as anything linked in memory to a brand and brand image as a set of
[brand] associations, usually in some meaningful way (p. 109). Brand associations are
complicated and connected to one another, and consist of multiple ideas, episodes, instances, and
facts that establish a solid network of brand knowledge. The associations are stronger when they
are based on many experiences or exposures to communications, rather than a few (Aaker 1991;
Alba and Hutchinson 1987). Brand associations, which result in high brand awareness, are
positively related to brand equity because they can be a signal of quality and commitment and
they help a buyer consider the brand at the point of purchase, which leads to a favorable behavior
for the brand.

2.4. Brand Positioning

Positioning refers to how customers think about proposed and or present brand in a market
(Perrealt and McCarthy, 1992). Through a brands positioning, a company tries to build a
sustainable competitive advantage on products attributes tangible or intangible in the minds
of the consumer. Brand positioning is important in deciding where you want to position your
brand within its category and relative to the competition. Brand positioning permeates virtually
everything we do. It is the foundation to all communication and brand strategy.
By developing a strong brand image helps to more effectively establish the company position in
the market place. It is the disciplined thinking that guides the basis for building relationships
between brands and customers. Once you determine the way in which you can reach your
market, the next thing to look at is how you are going to lure your customer to try your brand.
When a company sees a decrease in sales over time and/or major changes coming down the line,
they know it is time to implement changes within the company. Brand repositioning is when a
company changes a brand's status in the marketplace. This typically includes changes to the
marketing mix (product, place, price and promotion). Repositioning is done to keep up with
consumer wants and needs.
Two world popular examples that have done superior repositioning strategy are the McDonalds
and the WalMart. Based on the customer requirement of healthy foods the McDonald have
reposition them self by providing variety of salads and other healthy meal options. And also
WalMart has reposition with their slogan to save their reputation as a prestige brand. Therefor
they change their slogan as Save Money, Live Better instead of Always Low Prices.

2.5. Marketing Mix

Marketing is the art and science of selling. Ingredients for a good marketing (according toKotler)
are the 4Ps: product, price, promotion and placement. An effective marketing program
combines harmoniously all elements of the marketing mix. Marketing mix is the main instrument
of the company for obtaining strong positioning on the concerned markets.

Marketing mix modeling has increased in popularity with industry and academics (Gatignon
1993; Hanssens et al. 1998). Considerable research has examined the effectiveness of different
elements of the marketing mix. For an example, numerous studies have examined the short-term
and long-term effects of advertising and promotion (e.g., Ailawadi et al., 2001; Anderson &
Simester 2004; Dekimpe and Hanssens 1999; Mela et al., 1997). This research often looks at
different outcomes and indicators of marketing effectiveness. For an example, Pauwels et al.
(2002) found that price promotions has a strong effect on category purchase incidence for a
storable product but a correspondingly larger impact on brand choice for perishable products. In
particular, it is rare that measures of customer mindset are introduced as possible mediating or
moderating variables in analyzing marketing effectiveness.

2.6. Impact of brand strategy on a brand

Much attention over the years has been paid to the development of effective brand strategies for
acquiring and retaining customers (Knox and Freeman, 2006). Customer retention and
acquisition will depend on how brand is projected through marketing strategies as consumers
tend to engage for partnership with a brand (Marianne, 2007). Winning strategy will lead to
better understanding of brand and developing a robust personality.
At the same time, in order to enhance brand benefit compared to others, a comparative
advertising according to Jain et al. (2004) has led to lower brand attitude score. No doubt, a right
strategy has helped to make a successful brand due to building up the positive brand image.
Strategy forms the basis for the firms and, hence, contributes to the firms brand equity. The
brand strategies can ensure a more synergistic and effective communication (Sreedhar et al.,
2005). Therefore, companies that manage a successful brand can enjoy higher sales, repeat
purchase and help to meet consumer expectation (Gibson, 2003). A good strategy not only helps
in building brand equity and image but also helps in improving brand score for measuring
effectiveness of any strategy.

03. METHODOLOGY
3.1. Exploratory and Conclusive Research Design
Basic research designs namely exploratory research design and conclusive research design can
be identified. Exploratory research is designed which is used to explore or find new things, the
phenomenon conclusive research is used to test specific hypotheses examine specific relationship
and or make prediction for decision making. (Malhotra, 2010)
Conclusive research design is further divide into two categories, namely descriptive and causal
research designs. Descriptive research design is used to describe market characteristics or
functions and causal research used to obtain evidence regarding the cause and effect
relationships.
This study has been conducted under the research design of descriptive research to prove the
hypothesis.

3.2. Determination of Population and Sample

3.2.1. Population
Population refers to the entire group of people, events, or things of interest that the researcher
wishes to investigate (Sekaran 2004). Based on this research requirement, the population of the
research is entire Sri Lankan consumer population.
3.2.2. Sample
According to Cooper and Schindler (2003), The basic idea of sampling is by selecting some
elements in a population, we may draw conclusion about entire population. A sample is a
subject of the population. It comprises some members selected from it. In other words, some, but
not all, elements of the population would form the sample (Sekaran, 2004).
Convenience sampling method which comes under the non probability sampling was used. The
sample size consists of 150 respondents drawn from the population.

3.3. Data Collection

The questionnaire developed to gather primary data, mainly consists of three parts. Part one was
based on the various aspects of brand equity and its determinants such as brand awareness and
brand association about the Godrej products. Part two was based on evaluating the effectiveness
of the marketing mix. Part three mainly focuses on consumer demographics. The questionnaire
was prepared in English and Sinhala. The questionnaire was pre-tested to clarify
misunderstandings and necessary changes were made to upgrade the questionnaire.
The secondary data were collected from the previous research papers, organizational
information, news paper articles, magazines, and from websites.

3.4. Measurements
Construct
Brand Awareness

Item

Reference

Brand Recognition

Keller.

K.

Brand Recall

Conceptualizing,

L.

(1993)
Measuring

and managing customer based

brand equity.pg 14
Brand Association

Brand logo

Keller.

K.

Innovativeness

Conceptualizing,

L.

(1993)
Measuring

and managing customer based

brand equity.pg 14
Marketing Mix Elements

Product

Price

Place

Promotion

OConnor, J. & Galvin, E.

(1997).
Allen & Fjermestad (2001)
Peattie, K. (1997). The
Marketing Mix in the Third
Age of Computing.

3.5. Data analysis

Collected data were analyzed by using the SPSS (Statistical Package for the Social Sciences)
Software. SPSS is a computer application that provides statistical analysis of data. It allows for in
depth data access and presentation, analytical reporting, graphs and modeling. In descriptive
statistical have been used indices such as frequency, percentage, mean and standard deviation. All
other relevant data will be presented by using MS Excel Package.

04. DATA FINDINGS AND ANALYSIS

4.1. Demographic Analysis
In order to evaluate the awareness, consumption and perception about Godrej, demographic data
is essential. There with the sample size of 150, 58% representing male and extend 42% is female.
Majority of the sample represent the 16 25 years old category. Most of the respondents are
representing the graduate education level category and representing the sub urban areas.

Variable

Categories

Gender

Male
Female

Frequency
63
87

Age

16 -25
26 -35
36 - 45
46 55
55<

55
32
35
19
9

Percentage
42
58
36.7
21.3
23.3
12.7
6.0

4.2. Mean and standard deviation

Based on the findings of the part II of the questionnaire it depicts about the how the marketing
mix elements (4Ps) are affecting to the brand perception Godrej occupies in consumers mind set.
Product strategy has been developed mainly based on the product innovativeness, offered
benefits, presence of verities of products, reliability and safety and convenience of the Godrej
products and their mean values were 2.83, 2.79, 2.74, 3.15, and 2.96 respectively. According to
the findings from the customers, they are having moderate perception about the Godrej products
in terms of their attributes and benefits. Considering the mean values of the product strategy
dimensions it couldnt explicitly convey that the customers are satisfying with the Godrej
product strategy especially as an innovative brand name.
Under the pricing strategy the perception has been comprehended by the dimensions of value for
money, ability to buy a package of Godrej products for a reasonable price, Comparative prices
and the mean was 3.17, 3.30 and 2.93 respectively.
Placing strategy has been evaluated by taking the dimensions of convenience, availability,
intention to buy online and the mean values for these dimensions were respectively 3.25, 3.09,
2.67.
Advertising, Packaging, Publicity, Frequency of advertising in different medias, sponsorships
were the dimensions selected to apprehend the Promotional strategy and their mean values were
founded respectively 3.34, 3.11, 2.85, 3.05, 2.51 and 2.95
As per the above findings, it reflects that the customer perception about the entire marketing mix
is in a moderate level which depicts there is no significant level of satisfaction as expressed in
the questionnaire for the Godrej. The figures are mentioned on the Table 01.

N
Godrej always offer something new for me
Godrej products offer more benefits for me
than the other competitive products

Mean

Std. Deviation

150

2.83

.870

150

2.79

.738

150

2.74

.831

150

3.15

.809

150

2.96

.732

150

3.17

.757

150

3.30

.849

150

2.93

.820

150

3.25

.935

150

3.09

.882

150

2.67

.959

150

3.34

.933

150

3.11

.868

150

2.85

.789

150

3.05

.982

I buy Godrej because they offer variety of

products that required to my day today
activities
I trust Godrej products
Godrej products make my life secure and
easier
Godrej products provide value for my money
I like to buy a pack of the Godrej products for
a reasonable price
Godrej provides the products for the cheapest
price when compare with the competitive
brands
I can buy the Godrej products from the
nearest retail outlet to me
I can buy the Godrej products whenever I
seek it
It is convenience me to purchase Godrej
products by online
I can easily identify the Godrej brand products
in the shop or in the supermarket
Packaging of the Godrej products are
attractive for me
I am motivated by Godrej publicities to
purchase their products
I can see at least one Godrej advertisement
per week via television/ radio

I buy Godrej products because solely of their

advertisements
Godrej contribute for substantial sponsorship
to the events Sri Lanka
Valid N (listwise)

150

2.51

.833

149

2.95

.795

149

4.3. Frequency distribution

Based on the fact to reveal out the top of the mind recall product category, question number 2
was presented in the questionnaire. It reveals that the highest percentage of sample (80%) has
held the Godrej as a dye product producer and only 10% consider Godrej as a Mosquito and
insecticides producer. Figure 01 represents the data about the consumer Top of the Mind recall
on Godrej.
Thereby the alternative hypothesis (Ha) couldnt be rejected. It means in the Sri Lankan market
context the brand Godrej is perceived as a Hair Dye product.

Figure 01

Top of the Mind recall

1%
4% 5%
10%
Air Freshener
Products
Dye products
producer
Mosquito
product provider
Soap
Manufacturer
Other

80%

Identifying the awareness to Godrej brand is very essential. It was built out, based on which
media, how the people have known this presence of this brand, and it depicts that. Majority of
(64%) approximately has known these brands from the television advertisement, 12% from
newspapers and 11% by word of mouth.
Figure 02 represent the media usage of the Sri Lankan consumers.

Figure 02

Media Usage
64%

8%

TV channels

From Radio

12%

11%
3%

From newspapers By Word of Mouth Internet & Social

Media

2%
Other media

To find out the awareness to the product category in general, whether the research sample have
heard about the product categories presented by Godrej and the sample is not necessarily to
know that they are a product category of Godrej, but an awareness in general. The well-known
brands are the Aba Black Henna (26%) Godrej Expert dye (24%), and Goodnight mosquito coils
(23%) and it has shown by the Figure 03. Other media (2%) has represent was mostly represent
the consumers who have get aware about the Godrej with they have seen the products in the
Supermarket or in the retail outlets.

Figure 03

Awarness of the products

NONE
PROTECKT HAND WASH
SHOCK
EZEE
STELLA AIR FRESHENER
AER
HIT INSECTICIDES
GOOD KNIGHT
CINTHOL SOAP
BLACK HENA DYE
RENEW DYE
GODREJ EXPERT DYE

None
10
6
5
17
17
19
104
39
119
7
110
0

20

40

60

80

100

120

140

To exploring the usage of the products, the highest usage is reported from the Good night
mosquito coils. As mosquito coils are basic safety needs demanded by the households. 88
consumers have used Good Knight mosquito coil and 45 have used Black Henna Dye in their
regular consumption. Those factors have been described from the following Figure 04.
Figure 04

Usage of the products

16

NONE
PROTECKT HAND WASH
SHOCK
EZEE
STELLA AIR FRESHENER
AER
HIT INSECTICIDES
GOOD KNIGHT
CINTHOL SOAP
BLACK HENA DYE
RENEW DYE
GODREJ EXPERT DYE

16
4
5
7
13
5
88
16
45
3
33
0

20

40

60

80

100

The questionnaire has checked the awareness of product range presented by Godrej to determine
the strength of Godrej as a family brand. The founded results are depicts as below. 18% of the
research sample knows that Goodnight is offered under a brand of Godrej, 25% Abba Black
henna and 32% Godrej expert hair dye products. These findings are representing by Figure 05.
Figure 05

Awarness to the Brand

NONE
PROTECKT HAND WASH
SHOCK
EZEE
STELLA AIR FRESHENER
AER
HIT INSECTICIDES
GOOD KNIGHT
CINTHOL SOAP
BLACK HENA DYE
RENEW DYE
GODREJ EXPERT DYE

16
9
5
6
8
8
5
56
19
80
10
101
0

20

40

60

80

100

120

They know that product category is offered under Godrej and they are one step ahead because
they used the product too. These customers are the set that brings the customer based brand
equity to the Godrej. The highest usage is reported under Good night mosquito coils and Abba
Black henna products illustrates that the most profitable products of the portfolio of Godrej Sri
Lanka. But it has to be highlighted that 28% have not used any products as knowing them as
come under the Godrej brand. So it is very important to develop brand loyalty customers to the
Godrej. Figure 06 represent those findings.

Figure 06

Usage of the Brand by knowing as

NONE

42

PROTECKT HAND WASH

SHOCK

EZEE

STELLA AIR FRESHENER

AER

HIT INSECTICIDES

GOOD KNIGHT

49

CINTHOL SOAP

12

BLACK HENA DYE

49

RENEW DYE

GODREJ EXPERT DYE

33
0

10

20

30

40

50

60

Brand logo is a significant element of brand equity, and it is a sort of mental association when
we recall to the brand and the graphical print in the consumers mind set about the brand.
Maintaining a unified brand is essential in giving the sense of consistency. Below are the results
of preference for the logo of Godrej. Appreciation of the corporate logo is representing by the
Figure 07. Most of the customers have identified the Godrej real corporate logo (B) as it is. But
based on the findings it shows that there is some problem in the identification of the brand logo
as for the other logos have also score a reasonable level identity by the consumers.
Figure 07

Brand Logo Preference

33%

If

B
24%
18%
13%

12%

C the

offered

through

products

certain

innovativeness, that could be a brand association which could help the brand in a positive way.
Research has revealed out that, to what extend the consumer perceived that the innovative
solutions are being providing by Godrej. Godrej is an innovative brand indeed in its origin
country, but as a matter of fact it is important to check that again in the Sri Lankan context. 45%
of the sample presumes that Godrej is an innovative brand while majority (54%) believes it as a
brand not coming up with innovative solutions. It seems that there is some difference in the
consumer perception about the Godrej as an innovator in the Sri Lankan market. These facts
have been shown in the following Figure 08

Figure 08

Innovativeness

46%
54%

Godrej Sri Lanka is planning to enter into the markets of baby products and air care products in
recent future. Therefore it is important to see the feasibility of these potential markets. Based on
that organizational move, research have identified that there is a favorable customer likeness for
an Air freshness products if come to the market under the Godrej brand. Also there can be seen a
emerging potential market for the Liquid Detergents as approximately 32% customers are like
to purchase a Liquid Detergent under Godrej. These analyzed data have been displayed by the
Figure 09.

Figure 09

Potential Market
34%

32%

16%

14%
4%

Baby Soap

Air
Freshners

Liquid
Detergent

Bathing
Soap

None

4.4 Inferential statistics

Factor

Mean

Mean difference

T test

Sig. difference

Male

2.94

0.178

1.238

0.144

Female

2.76

0.178

1.272

0.140

Based on the findings most of the factors have not shown a significant different between the
gender difference and their perception on the Gogrej. Therefore when planning strategies
company have to concern on both parties.

05. CONCLUSION
Based upon the findings it was revealed out that the majority of the sample has perceived the
Godrej as a Hair Dye product. Hence the hypothesis gets proved by the research findings.
Therefore the Godrej brand should undergo with an effective repositioning strategy as a remedy
to this problem.
Most of the customers are using the TV as a media and there is a trend in the word of mouth
communication also. The most using and aware products under the Godrej brand are Godrej
Expert, Good Knight and Black Henna. There can be seen a less awareness for their corporate
logo when the customers identifying it. Godrej have some potential to position as an innovative
brand. But their company have to done advertising for both the male and female in the same
manner.

5.1. Limitations
Sample size (150 respondents) is not adequate when it is compared with the Sri Lankan
population and draw conclusions about it.
Research have selected the convenience sampling method. So when gathering information from
the respondents there can be happen some biasness.

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Aaker, D. A (1991), Managing Brand Equity, The free press, New York.NY.

Allen, E. & Fjermestad, J. (2001). E-Commerce Marketing Strategies: An Integrated Framework

and Case Analysis.Logistics Information Management, 14(1/2), 14-23.

Gibson, D. (2003)., Service Industries Journal, Vol. 23, pp. 166-182.

Jain, S.P., Steven, S. (2004)., Journal of Marketing Research, Feb., No. 1, Vol. 3, pp. 37-52.
Keller. K.L. (2003) Marketing Managemnet Building, Measuring & Managing Brand Equity, 2nd
de., Prentice Hall, Engle- wood cliffs. NJ

Kevin Lane Keller., Conceptualizing, Measuring and Managing Consumer Based Brand Equity
(1993), Pg 14

Knox, S. and Freeman, C. (2006)., Measuring and Managing Employer brand image in the
service industry, Journal of Marketing Management, Vol. 22, pp. 695-716.

Malhothra, N.K. (1991) Marketing Research, An applied Orientation, rd ed, Prenticehall,

Englewood Cliffs, NJ

Marianne, W. (2007)., Understand your target, Management Science, October, Vol. 53, No. 10,
pp. 1634-1644
OConnor, J. & Galvin, E. (1997).Marketing and Information Technology The strategy,
Application and Implementation of IT in Marketing. London: Pitman Publishing.

Peattie, K. (1997). The Marketing Mix in the Third Age of Computing.Marketing Intelligence &
Planning, 15(3), 142-150.

Sekaran,U. (2004), research method for business ,4th edition, John Wiley & sons INC

Sreedhar, M., Vishag, B. and McDonald R.E. (2005)., IMC and brand identity as critical
components of the brand equity strategy, Journal of Advertising, Vol. 34, No. 4, pp. 6980.
Yudelson, J. (1999). Adapting McCarthys Four Ps for the Twenty-First Century. Journal of
Marketing Education, 21(1), 60.

Appendix
I.
II.

Questioner - English
Questioner - Sinhala