Godrej sharpens focus on ‘usage experience'

Mumbai | Updated on May 11, 2011 Published on May 11, 2011


Interbrand study helps identify action lines for the future

Godrej group's Indian brands have been valued at Rs 12,806 crore ($ 2,863 million) by brand consultancy Interbrand, company officials have revealed. Of this, Rs 10,104 crore ($2,259 million) was the valuation of the ‘Godrej' mother brand.

Godrej embarked on the exercise to ‘understand brand value drivers for equity building and monetisation'.

The exercise has helped identify action lines for the future, according to the company.

Mr Adi Godrej, Chairman, Godrej Group, said, “This valuation enables us to springboard towards aligning our diverse business units under the same compelling brand idea, enabling businesses to maximise return on brand investment across the portfolio.”

Ms Tanya Dubash, Executive Director and President - Marketing, added, “Interbrand's valuation helps us to construct a brand-focused framework that will guide future decision-making and create a common language understood by all our business units across India and beyond.”

According to the study, factors that helped consumers choose brand Godrej were performance, features and price, in that order.

Areas for improvement have been identified as usage experience, sales service and design.

Godrej will now align — or re-state — its brand propositions around the usage experience. This means that most of its brands would move towards claims relating to user experience, and other propositions would be re-jigged accordingly, informed Mr Ashutosh Tiwari, Executive Vice-President - Strategic Marketing, Godrej Group.

While Good Knight and Eon have already been through such a re-alignment, Interio is in the process of making the shift.

To rework insight-generation process

He explained that the process also involved reworking consumer-insight generation processes to gather proactive insights, leading to co-creation of products that promise and deliver the expected usage experience.

To create those experiences, the company will focus on empathy-based research.

“We are likely to be investing a lot more in re-jigging the information systems around the brand. Also, given the diversity of our portfolio, we are working on a shared knowledge management system across the organisation,” added Mr Tiwari.

The company is also committed to investing in design and ‘institutionalising it across the organisation', said Mr Tiwari.

Overall brand strength

On overall brand strength, Godrej brands scored high on relevance (6.2/10), commitment (6.0) and responsiveness (6.0), but fell short on clarity (4.6), consistency (4.5) and understanding (5.5), according to the Interbrand study.

Published on May 11, 2011
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