Home >> Marketing >> Article

Godrej aims 25% of refrigerator market, plans to focus on distribution

13-June-2002
Font Size   16
Godrej aims 25% of refrigerator market, plans to focus on distribution

After the first round of marketing blitz that rode on the back of pretty Priety Zinta, Godrej Appliances is now gearing up to tackle the other end of the market for its refrigerators: Distribution.

The company plans to expand their distribution network by increasing the number of distributors. According to sources in the company a plan has been chalked out in a bid to increase its market-share in the Rs. 3,100 cr refrigeration market. Says Soumitra K. Ghatak, executive vice president (marketing, sales and service), "We plan to increase our distributor network to 9,000 by October this year from the present 7,500. This will comprise sole distributors as well as multi-brand dealers. The expansion of the network is slated to take across the country."

As reported by exchange4media earlier the Rs 600-crore Godrej Appliances Ltd., had embarked on a slew of marketing initiatives to promote its entire range of refrigerators and washing machines this summer.

The company plans to use a mix of mass media, ''micro-marketing'' initiatives - local advertising, on-ground promotions in key and important markets. Alongside direct marketing initiatives and in-shop merchandising is being implemented. The company plans to invest about Rs.18-20cr for the current ad campaign, spending 65% of the budget on TV and rest on print.

The fresh thrust on distribution comes in the wake of the company''s plan to up its market-share in the refrigeration segment to 25% from 23% recorded last year. " We are already are close to 24% and our plan is to reach the 25% mark in 2002-03", adds Ghatak.

To meet the sales target, the company is also planning to set up new merchandise at select 100 dealer showrooms across the country at an investment of Rs 50 lakh to Rs 1 crore this year.

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye