from four sides

8/4/2019 From Four Sides

1/5


2/5

from four sides, the freezers in Godrej Pentacool cooled from five sides and outperformed

competitors.

Godrej Pentacool Frost Free Refrigerators had another product plus: they were the onlyRefrigerators that were 100% CFC, HCFC and HFC free while the others in India were only

100% CFC free. Other interesting features like a door chime and a fully integrated rust-proof

polypropylene base helped combine the functional with the aesthetic. Designed in Europe andarmed with these revolutionary features the Pentacool series set a new benchmark. They also

marked the resurgence of Godrej and the beginning of the brand rebuilding exercise.


3/5

Product

The Pentacool series was a stunning launch. It once again established Godrej as the pack leader.

But, to retain this hard-fought eminence more needed to be done. The new task at hand was to

change the paradigm and revamp the entry level and mid- end Direct Cool as also enhance theFrost Free segments. Godrej undertook a series of aggressive initiatives.

In a bid to drive penetration and increase its width of distribution, Godrej upgraded the capacities

of its entry-level models in the Direct Cool segment. The launch of 170L Champion, 180L Super

Star, 180L Cold Gold Matrix, 180L and 215L Cold Gold Infiniti saw a shake up at

the entry level of the Direct Cool category which helped up- grade the entire market from

the traditional 165 litre model to the 180 litre model. It also introduced a top of the line 425L

Frost Free model. The latest introduction is the new range of

Godrej Pentacool Refrigerators with electronic cooling systems and a stunning stainless steel

finish.

Recent Developments

In 2001, Godrej conducted an extensive triggers and barriers research. It provided significantinsights into consumer behaviournot least of all the fact that Refrigerators are no longerpurchased on the back of rational benefits. It showed, embarrassment in front of guests, pester

power, the emotional crutch of being seen as a good homemaker and hostess and the need of the

husband to be seen as a good provider, as key drivers in this market.

Clearly, in this new environment, the Refrigerator needs to be positioned differently: an enabler

to the housewife and a value proposition to the husband to justify the investment.

Godrej made a paradigm shift in its strategy. It moved beyond demographic segments and

targeted the key psychographic motivators in a bid to come closer to the consumer. The resultswere immediate. At the same time the company improved its distribution and re-emphasised its

leadership status. It introduced special programmes, like 3 2 ka 1, targeting key accounts to

improve its share of trade amongst the countrys top 250 distributors. At the same time to draw

closer to the consumer, Godrej introduced the SmartCare initiative as a one-stop shop for all

service-related needs with 24 hours a day seven days a week, call centres across the country,supported by a common toll-free number.

Godrej also undertook in 2001, a number of unique and innovative Micro Marketing initiatives,

tailored to suit different regions: special communications for Onam in Kerala, Ganesh Chaturthi

in Maharashtra, Durga Puja in Kolkata with each orchestrating a central theme, resulting in alarger than life presence for Godrej.


4/5

The company plans to keep up an aggressive pace and approach to new product development in

Refrigerators and Washing Machines in order to continue to wow its consumers and be seen assecond to none in the industry.

In Washing Machines, the company has doubled its market share from 4% to 8% in two years

and is slated to launch a revolutionary new technology in this category. It has also introduced anew range of Air-conditioners under the brand name Godrej SmartCool and is also working on

introducing Microwave Ovens. Overall the plan is to emerge as a full line appliance companythrough new products in the other related white goods categories.

Promotion

In the early 1980s, the advertising from Godrej came to symbolise the values that the brand

stands for today: Trust. In 1989, the introduction of PUF came alive with a Superman likemnemonic. This changed the product and the advertising paradigm in the category. Then came

the launch of Frost Free Refrigerators. Frost freedom became a new way of living since theRefrigerator defrosted automatically and required no assistance from the housewife.

Advertising for Godrej Pentacool was arrived at by evaluating both functional and image-related

aspects in the communication strategy. The functional strategy was to make Godrej stand for

superior delivery of the basic benefit: Cooling. The image strategy was to make the brand youngand energetic. To achieve this it signed up Priety Zinta as its brand ambassadress. Priety Zinta is

seen as young, modern, very likeable, vivacious and aspirational. The advertising campaign paid

rich dividends and the Internal Advertising Tracking data showed that Godrej had made huge

improvements on the aspect of `pride of ownership. It was also seen as more relevant to todays

consumer. Its current positioning is based on the fact that the task for Godrej is not just to gainbrand preference through a unique product offering but also to revitalise the brand in the

consumers mind. Yesterdays pioneer to todays aspiration sums up the communications task.

A recent Need Segmentation Study shows that with the evolution of the category, consumers areshifting towards higher order needs like preservation and customisation. In this context, the

Godrej brand proposition is Specialised Cooling that Preserves Freshness. The big revelation is

that while competition has treated preservation merely as a feature, consumers are looking for

sensorial cues of freshness. The advertising idea for Godrej is, therefore, Khana Rakhe Fresh

Khane Tak (Keeps food fresh till you eat it).

Brand ValuesThe enduring essence of the brand has been trust and reliability. Today, it is also seen as modernand dynamicaspects that appeal to the younger generation. In many ways Godrej has been able

to bridge the great divide between generations. It bonds well with both.


5/5

Things you didn't know about

Godrej Refrigerators

Godrej is Indias first appliance company to sell ten million appliances.

Godrej was the first company to introduce 100% CFC, HCFC, HFC free Refrigerators.

It was also the first company to launch designer Refrigeratorsdraped with vinyl sheets that youcould change.

Godrej launched Refrigerators in India way back in 1958.

www.godrejappliances.com

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