Godrej set to launch 4 TVCs to support launch of 'Next Generation' refrigerator

The TVCs have been created by JWT and are slated to go on air from May 9 across GECs, infotainment channels, news channels and HD channels

Aanchal Kohli | Mumbai | May 7, 2015

Godrej Appliances is strengthening its product offering with the launch of NXW - The Next Generation Refrigerator, which aims to take ahead their new philosophy of 'Brighter Living'. Godrej will be launching four TVCs conceptualised and created by J. Walter Thompson to support the new launch. These TVCs are slated to go on air across channels from May 9, 2015. According to the company, a budget of Rs 15 crore has been allocated for the marketing plan for the newly-launched refrigerator. The spends will be done in two tranches – first during the launch period for one and a half months and then during the Diwali season.

Shedding more light on the marketing spends and media mix, Ramesh Chembath, VP – Marketing, Godrej Appliances, said, “There is a robust marketing plan for the product, which pans around all possible mediums, including television which consumes large part of our media mix, followed by print and digital. In the television space, the brand will be using general entertainment channels (which will occupy of 40-45 per cent of the total marketing spends), then we will also have infotainment channels, news channels and HD channels. In the print space, we will include all possible dailies and newspapers, and similarly on the digital front we will be creating a lot of buzz on all possible platforms.”

He further said, “The whole purpose of introducing new products is to live our promise of 'Brighter Living'. With the launch of NXW, we have transformed the refrigerator from 'just another appliance' into a 'smart and interactive gadget' in your kitchen. This launch marks the beginning of a new era in the refrigerator category by Godrej Appliances and will set new benchmarks in the Indian consumer durables industry.”

Speaking about the market size and Godrej's market share in the appliances category, Kamal Nandi, Business Head and EVP, Godrej Appliances pointed out that the appliance category was one of the most competitive ones with a market size of approximately Rs 30,000 crore. He informed that around 37 brands were competing for a share of this market. “Last year, the market grew to 29 per cent after a gap of a couple of years, out of which the refrigerator segment garnered 33 per cent growth, followed by the air conditioner segment with 30 per cent growth,” he added.

Nandi further said that Godrej as a brand grew about 36 per cent last year because of its path breaking technological and innovative product range. “We strongly believe that in today's world innovation can create differentiation for a brand and Godrej has been focusing on innovation, which has indeed helped us in delivering to the needs and demands of our consumers in the best possible way.”

With the launch of the Next Generation Refrigerator, Godrej Appliances will be entering the 'super premium' 350 ltr-plus refrigerator market, which is sized at Rs 2,000 crore and is estimated to be growing at 50 per cent year-on-year.

On the target market share, Nandi said, “In the refrigerator segment, we as a brand hold 16 per cent market share without being present in the super premium, 350 ltr-plus market. Now with our entrance in this category, we are eyeing 15 per cent more market share over the next three years.”

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