Tuesday, July 21, 2009

Godrej’s strategic makeover...

IIPM Respected Business School

Adi may be old in years, but he does not want his brand to look old for sure. So to reinvigorate brand Godrej and give it a youthful appeal (at par with his aggressive Korean rivals), Adi Godrej and his senior management team adopted a complete makeover strategy for ‘Godrej’ at the beginning of FY 2008-09. The message of change was drilled into the collective psyche of the 23,000 strong Godrej ‘family.’ At that time, Adi Godrej told 4Ps B&M, “There has been a major change within us and we at Godrej have welcomed this change. Our employees have responded to this change positively.” The makeover, complete with fresh colours in their durable portfolio, paid off handsomely for Godrej. The group invested smartly in IPL’s season I to communicate the change. Ask them and Godrej Consumer Products Ltd. (GCPL) claims that the makeover gave required thrust for brands like Cinthol and Ezee. Insiders claim that the overall group has seen topline growth of over 20% in the year ended 31st March 2009. It’s April 2009, the onset of another fiscal year; the future beckons and the sprawling 3,500 acre Godrej ‘campus’ in Mumbai is still reaping in the gains of change!

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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