Godrej Security Solutions Ltd: Moving Consumers to Action
(8 pages of text)
Godrej Security Solutions (GSS) offered both physical security products (such as safes, lockers, etc.) and electronic security products (such as cameras with analytics, closed circuit television, biometric and access control systems, burglar alarms, etc.). Although homeowners were evidently worried about their security, they were typically passive and reactive — as opposed to proactive — in addressing the problem. GSS had launched two effective advertising campaigns; however, continuing to communicate the importance of security solutions and converting this buyer inertia to action was fundamental to its ongoing success. What should the company’s communication strategy be?
Students should develop an understanding of the following concepts:
- Identifying an untapped market with growth potential and developing a category to address the latent/unmet needs of consumers.
- The importance of integrated marketing communications in changing customer mindset through effective communication programs.
- Measuring the impact of communication using different objectives such as reach, likability, brand preferences, purchase intentions, brand credibility and overall brand perceptions.
- Shifts in communication strategies while maintaining brand consistency.
India, Large, 2013
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