Godrej Safety Options, the division of Godrej that gives mechanical and digital house safety options, is doubling its advertising and marketing spend to round `20 crore per yr for the subsequent three years, to determine its merchandise out there. Though the 122-year-old model is synonymous with padlocks, there are fewer takers for its house lockers.
Mehernosh Pithawalla, VP and international head – advertising and marketing, gross sales and innovation, Godrej Safety Options, shares that the penetration of house lockers in India is at a mere 7% at present, with B2C gross sales contributing round 40% of the overall gross sales.
In its most up-to-date try to attract customers’ consideration, the corporate has launched an promoting marketing campaign that includes actor Ayushmann Khurrana, along with on-ground model activations difficult folks to interrupt open a Godrej house locker.
Locking in gross sales
The marketing campaign is focused at boosting retail gross sales by way of its on-line and offline shops. Godrej house lockers are actually accessible on Godrej’s personal e-commerce website, in addition to Amazon and Flipkart. Moreover, the corporate is engaged on increasing its attain to 250 districts, and hopes to have a presence in 10,000 shops throughout city markets in India over the subsequent three years.
Shaziya Khan, nationwide planning director, Wunderman Thompson, who was a part of the staff that created the marketing campaign, says there are a number of the reason why folks don’t put money into lockers — they’re glad with their conventional lock and key association; assume it’s meant for the ‘tremendous wealthy’; choose to make use of financial institution lockers; don’t wish to entice undesirable consideration; and imagine that if nothing has occurred to them up to now, nothing will sooner or later.
Furthermore, Pithawalla provides that “folks nonetheless disguise valuables below mattresses, in wood cabinets and different nooks within the house which are susceptible to theft”.
Godrej has stepped up its advertising and marketing efforts within the final two years by integrating its merchandise into films. In 2018, Khurrana used a Godrej private locker in his workplace within the film Badhai Ho! and in 2019, a key character within the film Dream Lady can also be seen utilizing a Godrej locker on the store he owns. Pithawalla says that film integrations are helpful for the class, as they reveal use circumstances for the product.
Curiously, Godrej Safety Options’ different merchandise akin to CCTV cameras have greater penetration (15-18%) in India than house lockers.
KV Sridhar, CCO and co-founder, Hypercollective, says Godrej’s downside is exclusive. “Its model consciousness is excessive, however class relevance is low.” He compares this to the glass class, the place Saint Gobain has excessive recall however “customers hardly think about glass when they’re pondering of constructing or renovating properties”.
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CP Plus, a surveillance options model has used comparable ways as Godrej to popularise CCTV cameras. The model started its affiliation with Salman Khan in 2016 to advertise its CCTV options, and continues to make use of the actor’s mass attraction, even with in-film associations. In 2015, CP Plus was the principal sponsor for IPL staff Rajasthan Royals. Two years later, the corporate was one of many sponsors of TV present Bigg Boss and IPL staff Kings XI Punjab.
Amit Wadhwa, president, Dentsu Affect, says CP Plus has managed to create relevance for the CCTV digicam class, in contrast to the house locker class. “A lot in order that, now, there are a lot of different manufacturers in the identical product class.”
Regardless of engaged on constructing the house locker class actively since 2012, Godrej has had little or no success. Consultants say that constant efforts that clearly reveal the sensible relevance of the product will finally assist. “Till then, because the market chief, Godrej might want to proceed creating consciousness for the class,” Sridhar provides.