Godrej Security Solutions is one of the divisions of Godrej & Boyce Mfg. Co. Ltd. and part of the USD $ 3 billion (Rs. 14,400 crore) Godrej Group. A pioneer and leader in the business, Godrej Security Solutions division is the largest manufacturer and marketer of Security Solutions in India. It is the largest supplier of security solutions to several prestigious banking, corporate and public institutions.
BLAZE TO BRILLIANCE
Increasing affluence and consumerism driven by an economic boom has brought with it an environment of increasing uncertainties and heightened security concerns.However, with less than 1% penetration in the home security segment, the market was still a nascent one albeit with huge potential.Clearly the problem was larger than a specific brand’s and was more at a category level. Being the first Indian company in the home security solutions space as well as the market leader, GODREJ SECURITY SOLUTIONS had to create the category.The company’s market development strategy was based on two things. To begin with, the brand had to create awareness about the importance of installing security solutions at home without stoking fear in the minds of the public. Secondly, the consumer had to be converted from an observer to an actual buyer.
FAITH FACTOR
GODREJ SECURITY SOLUTIONS has always believed in being one step ahead and understanding the consumer’s pulse. The company’s products that use cutting edge technologies, are designed to anticipate and fulfill their customers’ latent needs. And now, taking forward its core philosophy and promise of anticipating and meeting customer needs by creating a slew of innovative ideas, GODREJ SECURITY SOLUTIONS has introduced the I-Warn Matrix safe, India’s first home safe that has an in-built vibration alarm sensor that sends alerts when the safe is being attacked. Godrej Security Solutions’ aim for customer delightis manifested through three thingsinnovations, the application of that technology into everyday products and giving a sense of ‘WOW’ to the consumer. The brand’s product innovation is driven by the group’s core philosophy of making its consumers lives’ brighter and better. At GODREJ SECURITY SOLUTIONS, the aim is to give complete control to the homeowners in terms of securing their homes and valuables and enabling them to overcome the fear of not being in control over their homes’ security.
ENGAGEMENT THAT ENTHRALLS
GODREJ SECURITY SOLUTIONS was well aware of the perceptions that the industry had. Marketing was going to be a difficult task as perceptions are not easy to change. Therefore the companycame up with unique approaches that were well received resulting in successful marketing campaigns. In 2009, it was decided that instead of stoking fear through their communication they wanted to stoke vulnerability without raising the defence barriers of the consumers. In order to combat consumer inertia, the communication was made thought provoking and action oriented. The expression that brought alive the strategy was an oft heard and a well endorsed idiom: ‘Musibatkabhi, batakarnahiaati’ – (‘Trouble doesn’t come announced’).The campaign led to a huge spurt in not only brand relevance and perception scores but also showed a huge increase of over 60% in the sales figures in the home segment. The relevance of the campaign was lauded by various industry bodies including a Bronze Effie won by the brand in 2011 for the Car TVC for the strategy adopted as well as its sharp understanding of the consumer mindset. The campaign had clearly achieved its objective in terms of creating awareness. In 2012, to demonstrate the brand’s role in the consumer’s life the brand adopted the simple but powerful approach of swapping the protagonist. It was decided to make the home owner the hero of the campaign. The TVC was constructed in a manner that provided control of the situation to him.The take-out from campaign has been memorized through the ‘AbMusibat Se DarnaKaisa’ button and this helped them in evoking a response from the consumer just as they desired.
INNOVEDGE
The brand has been very innovative and their creativity has played a paramount role in their success. During IPL’s 2013edition, a series of TV & Print advertisements featuring Aamir Khan and the new Matrix safe with I-Warn technology was launched. The print advertisements which had been created like stories build a sense of intrigue in readers and ran across newspapers in all top metro cities. GODREJ SECURITY SOLUTIONS also came out with two contests to excite customers about the new range of safes.
The brand’s creativity was also demonstrated during press conferences held during the See UV8 CCTV launch with MandiraBedi, who had just become a new mother. The uniqueness of these press conferences was that an actual Godrej CCTV was installed inside her home, which tracked her baby’s movements inside the home. This idea was adopted keeping in mind the target audience of young working couples who leave their children at home alone or in the care of servants. This again, resonated very well with the audience and gave them a ‘feel’ of the product.
BRAND PROMISE
The brands product innovation is driven by the group’s core philosophy of making their consumers lives’ brighter and better. At GODREJ SECURITY SOLUTIONS the aim is to at provide complete control to homeowners.The company’s strengths in intensive consumer research and understanding consumer insight, coupled with a strong backbone in Research & Development, has always been GSS’s biggest advantage, helping it create world class products to delight consumers.
