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Mumbai, Apr 18: The Rs 7,200-crore Godrej Group has finally unveiled its brand new corporate identity and branding strategy at its headquarters in Mumbai on Friday. The group’s strategy outlined a roadmap to invest in a renewed Godrej masterbrand and corporate identity to support the targeted revenue growth of 25-30% compounded annually, for the group.
It was two years ago that the 111 year old Godrej Group had appointed global brand consultancy firm Interbrand to reposition its master brand with a makeover that makes the group identity modern as well as contemporary.
Unveiling the group’s brand strategy, group chairman, Adi Godrej said, “The Indian consumer now has a more demanding and youthful mindset. At Godrej, we have always been at the helm of changing and redefining the marketplace and this will now be reflected in a marketing and branding strategy that accelerates profitable growth.”
Incidentally, Godrej had closely worked with Interbrand to study the Godrej brand across employees, consumers, investors and business partners and redefine its approach to harnessing the brand’s intrinsic strengths. On the group’s makeover strategy, Tanya Dubash, excutive director & president (marketing), said, “The revitalised corporate identity is a result of a detailed analysis of our product, service and business portfolio. Using the Godrej brand as a unifier of our businesses and people made sense because it is our most valuable asset, it cannot be replicated and it spans all our businesses.”
According to Godrej, the group plans to invest significantly in the ‘Godrej Master Brand’ as part of a systemic plan for creating a strong Godrej brand franchise through strategies for product and brand development, retail channel strategy, communication and talent management.
“The initial phase of the initiative will build the Godrej Master Brand in tandem with the four businesses of personal grooming, furniture, property and aerospace,” said Dubash.
Ever since the Godrej Group was founded at Lalbaug in 1887, the group had sported a traditional logo that’s common for all its business ranging from soaps to steel boards. Shedding its fuddy-duddy image, the group has now opted for a new brand identity to acquire an international appeal in global markets.
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