INTEGRATED

MARKETING
COMMUNICATION
GODREJ SECURITY
SOLUTIONS LTD: MOVING
CONSUMERS TO ACTION BY GROUP- 2
Priyam Kumar
Ankit Kumar
Paritosh Raj
Ranjan Kumar
Kritika Maskara
Shubham Kumar
  Godrej group , one of the largest privately held 2
companies in India, was founded in 1897.
 Godrej had seven major companies with
interests in :
ABOUT 1. Real estate
GODREJ 2. FMCG
GROUP 3. Industrial engineering
4. Appliances
5. Furniture
6. Security
7. Agri-Care
 It offered more than 200 products across 10
categories .
 GSS had pan-India presence with 650 dealers
operating in 21 branches across the country.
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GSS’S MARKETING CHALLENGE

GSS’s 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.
 In Institutional market, GSS primarily seek 4

to address the needs of the security

solutions in banks, using state-of-the-art
technologies.
MARKET In home market, GSS primarily targeted
FOR GSS urban home segment, providing modern,
intelligent security solutions to their homes.

WHY
- 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.
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○ Security was treated as more of a Reactive step than a proactive
measure.
○ “ Things Wouldn’t Happen to me “ was the general belief of the
customers
BARRIER FOR
○ Security wasn’t the top of the to do list in the Home Segment
ADOPTION
○ 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.
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○ 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
PROFILE OF unattended
EARLY ○ Change in the attitude towards the security systems
ADOPTERS: ○ Had a Underlying sense of fear and Helplessness
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○ The tagline of the campaign had been “Trouble Doesn’t Come
Announced”.
Godrej Security Solutions catered to two target markets.
THE FIRST
Institutional : Banks Home:
CAMPAIGN:  Cameras with analytics ○ Home Safes
TARGET  X Ray Baggage scanners ○ Video door phone
AUDIENCE  Biometrics and access control ○ Burglar Alarm
systems 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 nervous regarding security
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○ 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
GSS consumers’ perceived invincibility and then provide solutions to
ADVERTISING address their needs.
OBJECTIVES: ○ Theme would use a rational argument in a real context and an
emotional conclusion to combat consumer inertia.
○ Campaign should be to Godrej’s 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,
Godrej’s message had to communicate leadership.
○ Campaign had to be thought provoking and action oriented.
 “
9
The 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 doesn’t 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 Godrej’s positive image and itself seemed like a
statement of public interest for the consumers
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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: 11

100% 100% Definitely 100% Believe

54% 49% 43%
Liked would buy fully
50% very 50% 50%
38% 29% 40%
much Probably Believe
8% 22% would buy 17%
0% 0% 0% somewhat
Extent of Liking(%) Purchase Credibility(%)
Intention(%)
 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
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THE SECOND CAMPAIGN:
•In GSS’s second campaign, the focus shifted from thieves to homeowners.
•The theme was “Fearless in the face of challenge”
•The new campaign’s idea was “Now you don’t have to fear trouble”.
•They aimed to demonstrate the brand’s 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-of-home
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.
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 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.
RESULTS:  Growth increased to 39%, category penetration increased from
0.8% to 1.1%.
 Their spontaneous recall % change is given the below chart.
 The campaigned improved preferences by 20%
 Consumer’s intention to own safe increased by 46%
 Additional results included increasing leads and trebling brand’s
FB followers over a three- month period.
 GSS also outperformed the competition on TOM.
 RESULT CONT.
100
Top of the mind recall %
80
100 60 Pre-
40 Campaign
50 Top of the Post-
mind recall 20
Campaign
% 0
0
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