The Godrej Group, whose brand ambassador was Aamir Khan, is now moving to the next level of its ‘master branding’ exercise without the celebrity. However the 117-year-old Mumbai-based Group is keeping its annual ad spends intact.
Shireesh Joshi, Head – Strategic Marketing, Godrej Group said, “We needed Aamir Khan to get our group campaign. Our investments are not going up in advertising and are being maintained at last year’s levels of ₹25 crore. However we are buying more airtime with our new set of eight commercials.”
E-commerce “Today, we would rather invest behind the digital medium than on events like IPL,” added Joshi.
Godrej’s groceries venture Nature’s Basket and appliances are in the e-retail format through their respective sites; and there are plans for entering the marketplace model through Snapdeal and Flipkart for selling its FMCG products.
“There is big opportunity in e-commerce and we already have a sales force for it as it reduces the cost of doing business. In the FMCG business, e-commerce sites are modern trade outlets and we would like to work with all the e-commerce players through a marketplace model and are also working on a payment gateway for the businesses,” said Sunil Kataria, Chief Operating Officer, Sales and Marketing, Godrej Consumer Products.
Godrej’s other businesses such as real estate and security systems are already engaged directly with consumers through their respective e-commerce operations. Currently 25 per cent of Godrej Properties, its real estate business, and 7 per cent of its security business comes from e-commerce operations.
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