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Godrej Appliances redeploys media spends; goes heavily on digital and on-ground

23-February-2018
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Godrej Appliances redeploys media spends; goes heavily on digital and on-ground

In line with its brand philosophy of  'Soch Ke Banaya Hai,' Godrej Appliances is changing the marketing strategy for its newly launched power saving inverter air conditioner under its premium sub-brand NXW. Claiming to be the country's most power efficient one with the highest ISEER rating of 6.15, this AC also complies with the 5-star requirements of the proposed BEE energy table of 2019. Instead of taking the traditional route of spending heavily on TV, Godrej will be heavily investing in digital and on-ground.

Swati Rathi, Senior GM & Head Marketing, Godrej Appliances, said, "We are maintaining our spends besides the yearly increase. We are redeploying it heavily on ground and digital. It's more on ground because it's in line with what we are saying. The kind of markets that are seeing growth today also need explanation and demonstration which in turn require huge investment from us. We are going to increase the number of advisors and the technology that's going to aid consumers in store. That's where the focus will shift."

Also, they will be spending more on digital, as Rathi feels this category has digital influence. "For the last two years we have got good returns on digital. We want to see how much digital will bring in. We will use multiple platforms including search and social media. A lot of video assets will be there. We will be looking into TV and mobile technology today (which has been tried for three years) and OTT as well. The idea is to not really spend on TV that much. The TVC is there. We will use print as and when needed," said Rathi. It's interesting to note that the previous year they doubled their media spends.

The premium segment with its AC and refrigerator is currently at 4-5 per cent to overall market. Kamal Nandi, Business Head and EVP - Godrej Appliances, plans to strengthen the portfolio by launching washing machines. "Over the period of three years NXW will contribute to 15-20 per cent of our revenue," said Nandi.

Nandi also pointed out that in Tier I to IV cities, consumption will be highest. "We will see that premium sale is much higher than mass sale. The purchasing power was there. The accessibility and availability was the problem," Nandi said.

In 2018-19, he pointed out that air conditioners will be the fastest growing category followed by washing machines and then refrigerators. Godrej is amongst the top three players in 5-star segment in AC. "We are targeting 10-12 per cent over there," he said.

With two months to go, Godrej Appliances is looking to close the current fiscal at Rs. 4000 crore.

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