In our previous blog, we studied the marketing strategy of Tata Chemicals. In this blog, we are going to study a detailed case study on the marketing strategy of Godrej Industries, a chemical industry company.
The main objective of this case study is to learn and gain insights into Godrej Industries and the marketing strategy of Godrej Industries and how it become India’s leading manufacturer of oleochemicals.
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We will cover the entire marketing strategy of Godrej Industries in this blog. Let’s start by outlining the company’s history, target market, and online presence before digging into the details.
About Godrej Industries
Godrej Industries is a subsidiary company of Godrej Group, a manufacturer and marketer of consumer goods. The company has significant interests in consumer goods, real estate, agriculture, chemicals, and financial services across 18 countries. The company has its headquarters in Mumbai, India.
The company was founded in 1963 by an enthusiastic and determined businessman, Ardeshir Godrej. Today, the company is listed on the National Stock Exchange of India (NSE) with the stock name GODREJIND. The company owns a 23.8% stake (as of 31 March 2018) in Godrej Consumer Goods which is an FMCG subsidiary. It owns a 56.7% stake (as of 31 March 2018) in Godrej Properties, a real estate development firm. It also owns a 58% stake (as of 31 March 2018) in Godrej Agrovet which is an agri-business company.
Quick Stats on Godrej Industries –
| CEO |
Nadir Godrej (MD) |
| CMO | Arvinder Singh |
| Area Served | Across 18 Countries |
| Industry | Chemicals |
| Market Revenue | ₹15,064 crores (US$1.9 billion) (2022) |
| Vision | Enriching quality of life everyday, everywhere |
| Tagline | Let’s make Goodness |
What’s new with Godrej Industries
Check out below some of the current news about Godrej Industries:
- Godrej Industries launched the financial arm of the business: Godrej Capitals
- June 2023: Godrej Industries and Bhamla Foundation in collaboration with Hungama Music Launch Tik Tik Plastic 2.0 Anthem to Combat Plastic Pollution
- Godrej Electricals and Electronics has secured orders of more than Rs.2000 crore from power transmission, solar projects, and railways.
Now that we have got quick insights about the company let us now focus on the marketing strategy of Godrej Industries.
Marketing Strategy of Godrej Industries
Let’s learn and gain insights into the marketing strategy of Godrej Industries.
Segmentation, Targeting, and Positioning
The needs of the growing population could be catered to if and only if the target audience is segmented based on similar characteristics. The company uses various demographics, including income class, profession, age, region, etc.
Godrej Industries segments into –
- Godrej Agrovet
- Godrej Chemicals
- Godrej Consumer Products
- Godrej Capital
- Godrej Properties
- Godrej Infotech
- Godrej Aerospace
Godrej uses a selective and differentiated targeting strategy for the offerings of different group companies. Godrej mainly caters to the age group of 20-60 years.
To give you a better understanding check out the buyer’s persona of Godrej Industries given below:
Buyer’s Persona
Name:
Dev
Place:
Delhi
Age:
40 years
Profession:
Business man
Motivation
- Innovation and sustainable growth.
- Ethical and responsible partnerships.
- Quality and reliability focus.
- Diversified investment interests
Interest & Hobbies
- Industry trend reading.
- Business networking.
- Potential philanthropy.
- Leisure travel for perspective.
- Wellness pursuits.
Pain Points
- Sustainable business challenges.
- Quality and supply concerns.
- Market adaptation pressures.
- Strategic investment alignment
Social Media Presence
Godrej is efficiently positioning its brand following the user-based and value-based strategy to highlight its overwhelming relationship with the consumer for years.
Traditional Marketing
Godrej spends a huge sum of money when it comes to advertisement and promotional expenses. This marketing strategy of Godrej Industries helps them to connect with customers and help build up a good relationship with them. Primary promotional activities include Television advertisements, newspapers, magazines, billboards, hoardings, and distribution of Pham plates in strategic locations. Over the years, Godrej has roped onto famous personalities and Bollywood stars to play the role of their brand ambassador.
Godrej is involved in various Corporate Social Responsibility projects, which gives them trust among consumer and government enterprises. Activities include GoGreen projects which help revive the dwindling Mangrove cover. They are also involved in educational activities. They are also manufacturing innovative products like smokeless mosquito repellent cards and huge investments in green buildings. Hence, this summarizes the marketing mix of Godrej Industries.
Digital Marketing Strategy of Godrej Industries
Following are some digital marketing tactics used by Godrej Industries:
Social Media Marketing
Godrej Industries is active on Facebook, Instagram, Twitter, and Linkedin. It has the maximum number of followers on Facebook out of all the social media handles.
- Facebook – 746K
- Instagram – 22.7K
- LinkedIn – 313K
- Twitter – 16.2K
- Youtube – 13.6K
They post promotional and informative posts to connect better with their consumers.
SEO Strategies
As per SEO rankings, if the number of keywords is less than 500 then it is bad, above 1000 is good and 10000+ is amazing. So we can see that the domain has 2,796 organic keywords which directly indicates that the SEO of the company can be considered as good.
Secondly, organic traffic is also a measure of SEO rankings if 20K+ people are visiting their website monthly then is termed as amazing. Godrej Industries has 9K+monthly visits so it needs to work hard on bringing organic traffic to its site.
Influencer Marketing
Godrej Industries has a strong grip over influencer marketing tactics. They have collaborated with many celebrities from different backgrounds. Anushka Sharma, a famous Bollywood actress, worked with them on their TV campaign for their hair color brand. Considering the impact of this digital era, they also collaborated with another Bollywood actress and chef, Tara Deshpande for their campaign contest #SahiShuruaat asking their audience to share the food items that connected them to their partner.
E-commerce Strategies
Godrej sells all its products on its official website and it also aims to sell its products to the consumer through online marketplaces like Flipkart, Amazon, and Snapdeal. They are utilizing different digital platforms to their best. Moreover, they are available in the nearest shops, malls, and stores which encourages the consumer to buy their product and this makes them more trustworthy.
Mobile Apps
Godrej Industries has different mobile apps for different work. They have developed their well-equipped system to combat Android, IOS, and Windows with specialized features for tablets, mobile phones, and PCs.
Some of the applications developed by the company are as follows:
- Godrejite
- Godrej Aer Smart Matic
- Godrej Yoddha
- Godrej Inventory Application
- Training Godrej Yoddha
- Godrej Bandhan
Content Marketing Strategies
The main aim of Godrej Industries is to capture a big portion of the market. Keeping that in mind, they are very active in Television run ads and somewhat on social media. They are well known for the market they are capturing and thus, run advertisements focusing on every household in the country. Being budget-friendly, they get more attention from the public and more consumers for the product. Godrej is fairly active on its social media handles and along with that, there are various websites that post blogs and articles about Godrej industries.
Marketing and Advertising Campaigns of Godrej Industries
Godrej Industries Limited’s brand-neutral lifestyle platform, Godrej L’Affaire, launched the intriguing digital video #RespectAllBandhans on the occasion of Raksha Bandhan to encourage people to treat all relationships with love and respect.
Influencers like Simone Khambatta, Shashank Sanghvi, and actor/RJ/TV host Salil Acharya are included in the video, and they powerfully portray the idea of daily sharing of love and respect for everyone.
Godrej launched a new tv ad in which the actress Anushka Sharma was discussing the problems of greying hair and discouraging posts on social media with her friend. But the actress assures her that it’s not a ‘badi problem’ and can be solved with little money.
As per the CMO of Godrej Consumer Products, their collaboration with actress Anushka Sharma is helping them to amplify the awareness of the category as well as their product across rural and urban markets.
The company launched its campaign ‘#CookingGoodness’ together which celebrates the Diwali(2021) festive season by showcasing the power of cooking to bring families together.
Cooking builds a bond and acts as an emotion in India which made the campaign successful. When families cook food together then it’s not only about the food, rather it’s more about sharing their experiences. Moreover, the lockdown due to Covid-19 also brought the families together and they were looking to eat healthy home-cooked food.
Competitor’s Analysis of Godrej Industries
- Tata: Founded in 1868, Tata Group is an international conglomerate that deals in Automotive and Transportation, Energy and utilities, Financial Services, Retail, etc. Learn the marketing strategy of Tata Group to get more insights about the brand.
- Aditya Birla Group: Founded in 1857, the company specializes in manufacturing a range of products: chemicals, conglomerates, metal products, telecommunication, etc. To know about the marketing strategy of Aditya Birla Group check out our blog.
- Adani Enterprises: Founded in 1988, it is a conglomerate company that has expertise in defense and aerospace, solar manufacturing, oil, and foods, etc. Check out the marketing strategy of Adani Enterprise to know what steps it takes to sustain the new market trends.
- Bleach Chem: Founded in 1987, it is a diversified company in the chemical, transportation, healthcare, and energy sectors.
- International holding company: Founded in 1988, it is a holding company with investments in diversified businesses.
To beat this competition it is necessary for the marketing strategy of Godrej Industries to be developed very efficiently so that it can sustain the growing competition.
Example of a campaign that faced viewer’s backlash
The TVC was of Godrej’s “Good Knight Aerosol”, The actors in the TVC were shown breathing the aerosol, which was portrayed as aromatic.
“The visual depiction of a girl inhaling a mosquito repellent spray shows a dangerous act which is likely to encourage minors to emulate them in a manner that could cause harm or injury,” warned ASCI.
Hence, the company later modified the ad in response to the backlash.
We can say that the marketing strategy of Godrej Industries is a key component of the success of the company. Therefore, the marketing strategy of Godrej Industries needs to be well bought out so that there is no criticism from the viewers.
This brings an end to the insightful marketing strategy of Godrej Industries.
What’s Unique in the Marketing Strategy of Godrej Industries?
Godrej Industries is known for its high-quality and budget-friendly products. The extensive marketing strategy of Godrej Industries helps to retain their consumers with the trust and love they got the consumers over decades. They have several options in the market to remain ahead of their competitors and give cut-throat competition to them.
The brand value of the company has grown over the years as they have prioritized customer satisfaction and worked a lot on it. As a result, they have achieved a good market cap and expanded to 18+ countries across the globe. Godrej has widely used digital marketing with the changing circumstances in society and is now present on the most used e-commerce websites.
Just as Godrej Industries has used demographics to its best and covered a huge market within years. Similarly, one can also make the best use of digital platforms to expand their business. Digital Marketing is increasing day by day with the increase in the number of smartphone users and the increase in population.
It gives the focused approach to cater only to the customers or future customers of the company/brand. Nowadays, startups, as well as MNCs, are looking for digital marketers so that they can bring traffic to their websites and make them profitable.
With the increasing demand for digital marketing, learning it from scratch to an advanced level with industry experts is a must. If you would like to develop and upskill yourself in this domain then do check out our 4-Months Digital Marketing Course and 11-Months Digital Marketing Course.
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