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 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 –
Source – Outlook India
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 on 31 March 2018) in Godrej Consumer Goods which is an FMCG subsidiary. It owns a 56.7% stake (as on 31 March 2018) in Godrej Properties, a real estate development firm. It also owns a 58% stake (as on 31 March 2018) in Godrej Agrovet which is an agri-business company.
Quick Stats on Godrej Industries –
|Area Served||Across 18 Countries|
|Market Revenue||₹15,064 crores (US$1.9 billion) (2022)|
|Vision||Enriching quality of life everyday, everywhere|
|Tagline||Let’s make Goodness|
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 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.
Godrej is efficiently positioning its brand following the user-based and value-based strategy to highlight its overwhelming relationship with the consumer for years.
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.
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 – 738K
- Instagram – 19.6K
- LinkedIn – 34K
- Twitter – 15.4K
- Youtube – 12.9K
They post promotional and informative posts to connect better with their consumers.
Source – UberSuggest
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.
Godrej Industries have 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 colour 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 which connected them to their partner.
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.
Godrej Industries have 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 – 3.6 ratings and 10T+ downloads
- Godrej Aer Smart Matic – 2.0 ratings and 1L+ downloads
- Godrej Yoddha – 4.1 ratings and 10T+ downloads
- Godrej Inventory Application – 4.0 ratings and 1T+ downloads
- Training Godrej Yoddha – 4.0 ratings and 5T+ downloads
- Godrej Bandhan – 4.5 ratings and 1T+ downloads
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 which post blogs and articles about godrej industries.
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. They have an extensive marketing strategy 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 market cap of USD 11.5 bn and served more than 1.2 bn customers, 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 could 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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