In a significant move, the Rs 650 crore appliance division of Godrej and Boyce Manufacturing Company Ltd has recently inked a marketing deal between its ‘Smartcare’ service brand, and, food chains such as ‘McDonalds’ and ‘Nirulas’ across the country, in order to spur more volumes of ‘Godrej’ refrigerators.
Further, the appliance division of Godrej and Boyce is also planning to increase the momentum on door-to-door sales of annual maintenance contracts and accessories for refrigerators and washing machines. “We believe, all this will make the brand more accessible to our customers,” Mr Soumitra Ghatak, executive vice-president (sales and marketing), appliance division of Godrej and Boyce, told FE.
On the company’s new plans, said Mr Ghatak: “Godrej Appliances has also embarked on aggressive plans for summer 2004. As part of the strategy, we are planning to introduce five new electronic models of frost-free refrigerators with stainless steel finish in the capacities between 200 and 415 litres, and, one new model in direct-cool refrigerator in 215 litres capacity. In addition, we also plan to launch three new models of direct cool refrigerators with stainless steel finish in the capacities between 180 litres, 200 litres and 250 litres.”
In order to create awareness about the new products, the company is planning to launch a new mass-media advertising campaign which is expected to break in the first week of April 2004. The brand ambassador for the ad campaign will be none other than bollywood actress Ms Preity Zinta, he added. According to Mr Ghatak: “Thus, we believe that this initiative in the refrigerator category will surely create a lot of excitement among consumers. With the new initiatives, the appliances division of Godrej and Boyce is looking at a 20 per cent volume growth of its refrigerators, this summer. In fact, during 2004-05, the company hopes to garner a 15 per cent volume growth of its refrigerators in keeping with that of the category, and, 32 per cent volume growth of its washing machines, as well, over the current year.”
Further, Mr Ghatak added that last year, Godrej topped the charts in terms of its visibility in the refrigerator category and in fact was ranked number four in terms of visibility in television across categories. It will surely continue to be the most visible brand of refrigerators this summer.
As part of its marketing strategy, informed Mr Ghatak: “We do believe that with the string of product initiatives planned, our distribution network will expand considerably. At present, we have around 1,500 direct dealers and 4,000 distributors, across the country to market ‘Godrej’ refrigerators and washing machines.”