Mumbai, June 21: The `Godrej Winner of the Match' contest, which was planned to augment the brand advertising of all Godrej products during the World Cup, is understood to have received an ``overwhelming'' response. The World Cup promotion is expected to have spurred sales growth for the group: while the figures for the World Cup promotion have not yet been compiled, one benchmark is that Godrej ran a similar contest for the Sharjah Cup in March 1999. At that time, it achieved a daily response rate of over 20,000. The company feels that the outcome of the World Cup contest is bound to surpass that of the Sharjah sales. Also, as the contests are planned to establish the Godrej brand in the mind of the consumer, the company expects a better brand recall and thus, better sales.On the World Cup promotion, the company said that the impact of this kind of advertising is image-driven, long-term and cannot be totally quantified. ``However, it has surely improved the primary sales for all Godrej Soaps brands --andthe morale of the sales force,'' the company said.
Godrej was a sponsor at the Sharjah event and all Godrej brands were on air. ``The synergy of Godrej brand salience and traditional advertising were exploited adequately. In the World Cup, the Godrej brands being advertised needed more than the traditional advertising to cut through the high ad clutter,'' said a company spokesperson.
The `Godrej Winner of the Match' contest entailed contestants to dial-in an ISD number and make a guess on the winning team. The contest was applicable only to the eleven matches to be telecast on Doordarshan which covered a range of Godrej products as prizes which ranged from the Godrej Cold Gold refrigerator to Godrej's Cinthol toilet soaps.
Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.
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