Ergo, to connect
with the youth and to go for a more youthful image, the company decided to go in for a logo colour change, at the same time leaving the design intact for the ‘old’ customers.” But there was another emotional reason, as we found out later. The logo also denotes the signature of Ardeshir Godrej. And being one of the major sponsors of IPL has only helped. A source in the company confirms that the company is further planning to spend Rs.1 billion per year for branding exercises. But all this sudden transformation has not been a seat-of-the-pants effort, but rather, a plan worth the portals of battlefield.
Deep inside Godrej’s 20,000 acre Vikhroli Godrej Campus lies the ace up their sleeve, the Strategic Marketing Group (SMG) headed by the exemplar Tanya Dubash, Executive Director and President (Marketing) Godrej Industries. SMG builds and implements blueprints and action plans for various units within the company – marketing, sales or manufacturing – that is, SMG works for the company as a whole.
Suddenly, with joint planning, has come the power of collective bargaining for Godrej. Think about it. Whether it’s about SMG negotiating about advertising rates in IPL, or about negotiating with retail giants on product placement issues, the newfound synergy is giving a lot of power. “Till now, we hadn’t leveraged this to that extent, but now, we’ll do it in a more massive way. Like in the case of logistics and publicity, we will have a common base that will help us leverage all the three FMCG companies,” declares Dr. Rakesh Kumar Sinha, COO, Marketing & Operations of Godrej Consumer Products Ltd. (GCPL). Tanya Dubash shoots her answer straight at us, “We want to be fast and youthful and do something for the future of the country that benefits all the citizens. This needed to be conveyed to our consumers in a big way.”
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
with the youth and to go for a more youthful image, the company decided to go in for a logo colour change, at the same time leaving the design intact for the ‘old’ customers.” But there was another emotional reason, as we found out later. The logo also denotes the signature of Ardeshir Godrej. And being one of the major sponsors of IPL has only helped. A source in the company confirms that the company is further planning to spend Rs.1 billion per year for branding exercises. But all this sudden transformation has not been a seat-of-the-pants effort, but rather, a plan worth the portals of battlefield.Deep inside Godrej’s 20,000 acre Vikhroli Godrej Campus lies the ace up their sleeve, the Strategic Marketing Group (SMG) headed by the exemplar Tanya Dubash, Executive Director and President (Marketing) Godrej Industries. SMG builds and implements blueprints and action plans for various units within the company – marketing, sales or manufacturing – that is, SMG works for the company as a whole.
Suddenly, with joint planning, has come the power of collective bargaining for Godrej. Think about it. Whether it’s about SMG negotiating about advertising rates in IPL, or about negotiating with retail giants on product placement issues, the newfound synergy is giving a lot of power. “Till now, we hadn’t leveraged this to that extent, but now, we’ll do it in a more massive way. Like in the case of logistics and publicity, we will have a common base that will help us leverage all the three FMCG companies,” declares Dr. Rakesh Kumar Sinha, COO, Marketing & Operations of Godrej Consumer Products Ltd. (GCPL). Tanya Dubash shoots her answer straight at us, “We want to be fast and youthful and do something for the future of the country that benefits all the citizens. This needed to be conveyed to our consumers in a big way.”
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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