Introduction

Established in 1897, the Godrej group has grown in India from the days of the charkha to nights at the call centers. Their founder, Ardeshir Godrej, lawyer-turned-locksmith, was a persistent inventor and a strong visionary who could see the spark in the future. His inventions, manufactured by his brother Pirojsha Godrej, were the foundation of todays Godrej empire. One of Indias most trusted brand, Godrej enjoys the patronage and trust of around 500 million Indians every single day. Their customers mean the world to us. They are happy only when they see a delighted customer smile. With 7 major companies with interests in real estate, FMCG, industrial engineering, appliances, furniture, security and agri care to name a few our turnover crosses 3.3 billion dollars. We think of Godrej as such an integral part of India like the bhangara or the kurta that you may be surprised to know that 25% of our business is done overseas. Their presence in more than 60 countries ensures that our customers are at home with Godrej no matter where they go. With brands we can believe in, service excellence you can count on and the promise of brighter living for every customer, Godrej knows what makes India tick today. In 1930, Godrej became the first company in the world to develop the technology to manufacture soap with vegetable oils; that spirit of innovation has continued throughout the organizations history. Today Godrej is delivering consumers exciting innovations across a spectrum of businesses. The companys pursuit of excellence is equally well established and enduring. In the 1944 Mumbai docks blast, Godrej safes were the only security equipment whose contents were unharmed; an equal level of

product quality continues to be expected from every product bearing the Godrej brand name. Godrej management understands that the companys greatest asset is the trust and faith that consumers have reposed in it, and recognizes that the company must continue to earn this trust. This translates to the organization delivering outstanding quality and value in everything it does. Godrejs ethical and visionary practices have allowed the company to successfully expand into a number of businesses. Today Godrej is a leading manufacturer of goods and provider of services in a multitude of categories: home appliances, consumer durables, consumer products, industrial products, and agri products to name a few. A recent estimate suggested that 350 million people across India use Godrej products. The group has more recently entered the real estate and information technology sectors, and management views these as avenues for enormous growth. The Godrej Group stands in a strong position today. With annual sales in excess of $1 billion, a workforce of approximately 18,000, and a strong diversified portfolio, Godrej has proven its ability to deliver strong financial performance.

Timeline
1897 - Godrej is established in 1899 1902 - Godrej makes its first Indian Safe 1918 - Godrej Soaps Limited incorporated 1961- Godrej Started Manufacturing Forklift Trucks in India 1971- Godrej Agrovet Limited began as an Animal Feeds division of Godrej Soaps 1974 - Veg oils division in Wadala, Mumbai acquired 1990 - Godrej Properties Limited, another subsidiary, established 1991 - Foods business started 1991 - Godrej Agrovet Limited incorporated 1994 - Transelektra Domestic Products acquired 1995 - Transelektra forged a strategic alliance with Sara Lee USA 1999 - Transelektra renamed Godrej Sara Lee Limited and incorporated Godrej Infotech td. 2001 - Godrej Consumer Products was formed as a result of the demerger of Godrej Soaps Limited. Godrej Soaps renamed Godrej Industries Limited 2002 - Godrej Tea Limited set up 2003 - Entered the BPO solutions and services space with Godrej Global Solutions Limited 2004 - Godrej HiCare Limited set up to provide a Safe Healthy Environment to customers by providing professional pest management services 2006 - Foods business was merged with Godrej Tea and Godrej Tea renamed Godrej Beverages & Foods Limited 2007 - Godrej Beverages & Foods Limited formed a JV with The Hershey Company of North America and the company was renamed Godrej Hershey Foods & Beverages Limited

 2008 - Godrej relaunched itself with new colourful logo and a fresh identity music 2010 - Godrej launched GoJiyo a free, browser based 3D virtual world[3] 2011 - Godrej & Boyce shuts down its typewriter manufacturing plant, the last in the world.

Awards
GCPL, the Highest Ranked Indian FMCG in Asia's Hot Growth Companies' List by Business Week Godrej Consumer Products Ltd. has been ranked 14th in The Best Companies to Work For study. This study was jointly conducted by Business Today, Mercer and Taylor Nelson Sofres (TNS) Godrej Consumer Products Ranks 6th in ET-Hewitt Best Employers of India survey GCPL ranked 15th in Great Places to Work 2006 survey The Corporate Citizen of the Year Award given by Economic Times. Flagship brands Goodknight, Cinthol and Ezee selected Superbrands by the Superbrands Council Godrej Sara Lee, the JV between the Godrej Group and Sara lee Corporation, USA is acknowledged the World's largest mat manufacturers and South Asia's largest manufacturers of Coils. Godrej Consumer Products Limited, adjudged as a Business Superbrand by the Super Brands Council. The Return on Capital Employed and Return on Net Worth ratios of Godrej Consumer Products - the highest in corporate India. Godrej Consumer Products was awarded the "Best Managed Workforce" award given by Hewitt Associates and CNBC TV18.

 Godrej Consumer Products features in the Top 25 list of Great Places to Work (survey conducted by GrowTalent in association with Business World) for four years in a row. Lifetime Achievement Award for Godrej Industries from CHEMEXCIL, the Basic Chemicals Pharmaceuticals and Cosmetics Exports Promotion Council. The Brand Trust Report published by Trust Research Advisory ranked Godrej in 22nd position.

Various Products of Godrej

Wide array of products are manufactured by Godrej Consumers Products. The company is popularly known for its Soaps, Toiletries, Hair Care, Household Care, and Fabric Care solutions not only in India, but also in the countries across the globe. To offer the best to the consumers, GodrejCP employs the Total Quality Management system. Major GodrejCP products include the following:

In the hair color category, Godrej Consumers Products is considered as the best. It has variety of products such as, Godrej Liquid & Powder Hair Dyes, Godrej Kesh Kala Oil, Godrej Renew Coloursoft Liquid Hair Colours, and Nupur based Hair Dyes. Fairglow, Cinthol, Godrej No. 1 are some of the popular Toilet soaps of Godrej Consumers Products. FAIRGLOW is the first Fairness soap in India. GCPL is also the contract manufacturer of toilet soaps of some of the renowned brands in India. EZEE is the Liquid Detergent brand of Godrej Consumers Products, and it is rated as the best in this category.

Godrej Consumer Products (GCPL) is a leader among India's Fast Moving Consumer Goods (FMCG) companies, with leading Household and Personal Care Products. Their brands, which include Good Knight, Cinthol, Godrej No. 1, Expert, Hit, Jet, Fairglow, Ezee, Protekt and Snuggy, among others, are household names across the country. They are one of the largest marketers of toilet soaps in the country and are also leaders in hair colours and household insecticides. Our 'Good Knight' brand has been placed at an overall rank 12 and continues to be the most trusted household care brand in the country in Brand Equity's Most Trusted Brands Survey 2010. Branch Offices in Mumbai, Delhi, Kolkata and Chennai ensure panIndia coverage, while factories located at Malanpur (Madhya Pradesh), Thana (Himachal Pradesh), Katha (Himachal Pradesh), Guwahati (Assam) and Sikkim cater to the diverse requirements of our product portfolio. Godrej also have a strong emerging presence in markets outside India. With the acquisition of Keyline Brands in the United Kingdom, Rapidol and Kinky Group, South Africa and Godrej Global Mideast FZE, they own international brands and trademarks in Europe, Australia, Canada, Africa and the Middle East. As part of increasing our global footprint, they have also recently acquired Tura, a leading medicated brand in West Africa, Megasari Group, a leading household care company in Indonesia and Issue Group and Argencos, two leading hair colorant companies in Argentina. Godrej is driven by their mission to continuously enhance the quality of life of consumers in high-growth markets with superior-quality and affordable home care, personal care and hygiene products.

Good Night

Good Knight is the only fully entrenched brand in HI with significant presence in all the formats. Good Knight grew from strength to strength launching Mats followed by Liquid Vaporisers, coils, lotions and aerosols. There is a stark difference between Good Knight and other brands in this category. Every other brand talks of killing mosquitoes; Good Knight feels it simply needs to state that it protects against them. This non-violence, in a manner of speaking, is at the heart of its brand values. The brand sees itself as a safe, gentle, effective, dependable and unobtrusive protector in complete harmony with the housewife and her home. Good Knight enjoys enormous equity with consumers. Starting with its 'great nights begin with Good Knight' to 'protecting happy moments,' the journey has resonated with a deep understanding of consumer needs. The brand has also traversed emerging consumer trends and has created a three pillared strategy identified by the key differentiators viz.

Good Knight Advanced promises to give technologically advanced solutions overcoming the key format barriers with products like double power Activ+ System for Refill, Advanced ow Smoke alternative in coils and a pleasant experience aerosol. Good Knight Naturals Promises to tackle consumer concern of safety. It achieves this through the products which has a blend of active and exotic natural ingredients that lends reassurance of safety. Good Knight base range the above two platforms will add to the already existing care imagery of the brand. Good Knight further created stronger consumer connect by humanizing the brand values through carefully chosen brand ambassadors. Actress Rani Mukherjee and now Vidya Balan were selected on the basis of the researched fact that they epitomised dynamism, warmth and caring values that the modern Indian housewife empathised with and Good Knight stands for. This greatly helped the brand break through the clutter and give it a larger than life image.

HIT
With increasing awareness among consumers regarding the harmful effects of pests, particularly mosquitoes & cockroaches, their tolerance levels towards them in their houses have also fallen down significantly. With this, there is a rising need to not just repel them but kill them, instantly. And this when only one brand comes to mind, HIT, which is considered the most powerful & efficacious of pest solutions that kills pests instantly.

HIT was introduced in form of the first Do-it-Yourself Specialist Flying Insect & Crawling Insect Killer Spray in 1991, when consumers used the traditional route of spraying a mixture of kerosene & chemicals to kill household pests. Understanding the consumers needs, HIT was launched with a promise of eliminating pests in the best possible way and thereby introduced a wide range of products in the form of aerosols, chalks and baits. Over the years, HIT has given numerous innovations & modifications to remain the undisputed leader in the spray segment. Recent launch of HIT Cockroach with Seek n Kill applicator known for reaching out to the corners & killing hidden cockroaches is among one such innovation which was initiated based on in-depth understanding of consumer requirements in tackling the cockroach menace. Its powerful imagery and superior product solutions has helped HIT develop a strong consumer base and expand it relentlessly over the time. With a strong focus on consumer and relevant innovations, consumers have recognized HIT with the coveted Readers Digest Trusted Brand Gold Award for 2009.

HIT CIK (Crawling Insect Killer )

Leader in cockroach solution Unique Seek n Kill applicator which kills hidden cockroaches

HIT FIK (Flying Insect Killer)

The Most powerful mosquito solution acts the fastest with visible drop dead action. Kills both flies & mosquitoes.

Ezee
Ezee Winter Wash - the specialist detergent for winter wear. Use it on winter wear, wool blends, silks, chiffons and all kinds of delicate fabrics. The Ezee fabric care system is designed for use on special and delicate fabrics, including your finest silk sarees & all your winter wear. This revolutionary fabric care system is a quick and easy way to get your special fabrics clean at home.

Renew Cream Hair Colour

Renew cream hair colour is a breakthrough formulation from the Godrej Hair Care Institute, a centre dedicated to the art and science of hair care in India. The renew cream hair colour is specially designed to give vivid colours on Indian hair so that The new Renew conditions your hair, not once but twice. Thus you get twice the shine and softness. New Renew cream hair colour contains Aloe + Protein conditioners that protect and revitalise your hair while you colour it. The special after colour conditioner provides nourishment and moisture to your coloured hair, giving it a healthy shine. Renew transforms your hair and personality effortlessly. The rich, non-drip formulation is so easy to apply that it makes hair colouring a real pleasure. Renew

spreads evenly on your hair to give a rich attractive colour all over that lasts for a long time.

Renew cream hair colour is available in two sizes. 50ml priced at Rs. 65 (after a price discount of Rs. 15) and the new 20ml pack priced at a never before Rs. 35 (after a price discount of Rs. 5). The bigger pack is sufficient for colouring shoulder length hair and offers a range of attractive shades viz. Natural Black, Natural Brown, Burgundy, Light Brown, Light Golden Brown and CINNAMON RED (New shade). Renew 20ml is specially formulated for men and women with short hair. The new Renew 20ml pack is also ideal for touch ups. This means that you use and pay only for the quantity that you require. Now thats a great colour at a great value. The 20ml pack is available in popular colours Natural Black and Burgundy.

Renew Highlights:
Renew Highlights is a breakthrough formulation from the Godrej Hair Care Institute, a centre dedicated to the art and science of hair care in India. Renew Highlights is a specially formulated kit that can give vivid highlights on Indian hair so that it enhances your personality. It can also be used on previously coloured hair. The special after colour conditioner provides nourishment and moisture to your coloured hair, giving it a healthy shine. You can use it at home without the hassles of going to a salon. Renew

Highlights transforms your hair and personality effortlessly. The rich, nondrip formulation is so easy to apply that it makes hair highlighting a real pleasure. Renew Highlights is available in 2 vibrant shades Blonde and Red. The product is so versatile that you can get a range of shades from a dramatic look to a subtle look by varying the time. Thus you can easily get the look that you desire. You can vary the timings to get a range of shades from Luminous Copper to Vivid Gold through the Blonde Highlights kit and from Red Burgundy to Vivid Red Streaks through the Red Highlights Kit. Renew Highlights is available at an unbelievable price of Rs. 125. From just wanting to camouflage grey hair, colouring has evolved to fashion and grooming accessory. There is growing awareness and appeal of different techniques of enhancing hair. The launch of Renew Highlights now offers the convenience of highlighting ones hair within the comforts of your home. Its attractive price point of Rs. 125 will allow consumers all over the country and from all socio-economic backgrounds to transform their hair and personality in a jiffy.

Renew Powder Hair Colour

Uses Water as its developer. Easy to apply and does not drip. Gives natural colour to hair from root to tip. Ensures 100% grey coverage.

GODREJ NO. 1

Godrej No.1, the flagship brand of Godrej Consumer Products Ltd., is now the largest selling Grade I Soap in India. Grade 1 is the highest quality standard laid down by the Bureau of Indian Standards (BIS). A Grade 1 soap is a soap which has a minimum TFM (Total Fatty Matter) content of 76% and also has the least number of additives, thus making it a pure soap. In a similar manner, depending on the TFM content and the level of additives present in the soap, they can be further classified as Grade 2, Grade 3 as well as Bathing Bars.

GODREJ EXPERT

Godrej powder hair dye, the flagship brand of GCPL and market leader in the hair of colourants has won the most trusted brand award, from readers digest in the colour category.

About product:
Godrej powder hair dye, is the worlds largest selling hair dye, trusted and used by millions everyday. With its decades of expertise and unparalleled understanding of Indian hair godrej expert now brings to you 5 experts benefits to get youthful looking hair. Experts benefits: Colour lock formulation: It ensures uniform color absorbtion in each strand of hair and gives you longer lasting 100% grey coverage. Shampoo based dye: It helps in convenient and easy application of color. This dye spreads evenly through your hair right to its root and leaves your

hair soft, young and natural. No ammonia: It assures gentle and safe dying of your hair. Nourishing conditioner:It makes hair luxury, soft, silky and shiny. Perfume: It gives you pleasant fragrance. It is available in 2 convenient sizes- a 3gm sachet for men and 6gm sachet for women which is adequate for long hair. Facts: Every second 6 experts sachet are purchased in India . If all sachets GCPL sold in year 2007-08 are lined up , they would more than cover entire parameter of India . If all experts cartoons GCPL were to be stacked the height would 300 times of that Mt. Everest.

CINTHOL

Godrej Consumer Products Ltd. a major player in the Indian FMCG Market with leadership in the personal care, hair care and fabric care categories, today unleashed 24-hour Confidence with the launch of the new, improved and expanded Cinthol range of soap, talc and deo with

Bollywoods hottest hunk Hrithik Roshan as the new brand ambassador. Cinthol the popular and much-loved brand of Godrej Consumer Products Limited (GCPL), now offers a Deo range of soaps, talc and deo sprays in three exciting fragrances - Classic, Cologne and Sport in a trendy new packaging. It also offers Cinthol fresh soap and Cinthol Regular soap with new exciting packaging. The eye-catching and vibrant packaging symbolizes a sense of adventure, zest and action. Speaking at the launch, Mrs. Tanya Dubash, Executive Director and President (Marketing) Godrej Industries, said The new Cinthol range is a result of research with consumers and stands for Confidence of Achievers who constantly strive to realize their aspirations without stopping. Cinthol give them 24-Hour Confidence and enables them to lead a Dont Stop ife. Hrithik Roshan with his boundless energy and passion to excel was our obvious and most appropriate choice for Brand Ambassador. He exudes Confidence and doesnt stop till he meets the high benchmarks he sets for himself. Cinthol Brand Ambassador, Hrithik Roshan added, Its an honour for me to be associated with a brand likeCintholwhich has such a strong legacy. As Cinthol is all about 24- Hour confidence, energy and a 'Dont Stop' attitude it was very natural for me to associate with this brand. Its in perfect sync with my lifestyle & attitude.

The new Cinthol range brings 24-Hour Confidence through Active Deo Formula, which controls body odor, Powerful Dry Shield that absorbs sweat, Ultra Scent Technology for long lasting fragrance and Freshness that revitalizes you 24x7. The New Cinthol range will be available across the country at modern retail

and other outlets and will be supported by high-impact advertising on television, print, out-door, on- line and radio. In a significant move, Godrej Consumer Products Ltd is currently testmarketing Cinthol Skin Stimulating Deo Soap in West Bengal and Gujarat. Depending on the consumer response, the company can going to plans a national roll-out of the new product in the near future. Godrej aim to provide consumers with their new technological breakthrough soap that has skin-stimulating beads producing essential oil. The company is also planning to beef up its distribution network by an additional 15 per centincludes both urban and rural marketswithin a year. At present, the company has around 2,000 distributors across the country. Researches revealed that the company are also planning to extend our ongoing customer relationship management (CRM) initiatives called Collaborative Planning, Forecasting And Replenishments (CPFAR) to additional distributors in the near future. Thus, they will reduce our inventory levels by 10 per cent. They have also released an advertising campaign with a new tagline called Get Ready to promote their existing product Cinthol ime Fresh in West Bengal and Gujarat. In the near future, they will be nationally rolling out an advertising campaign for this product as well. Cinthol Lime Fresh is the largest urban lime soap brand and its psychographic research has revealed a high correlation with the vitality segment. For the purpose, the companys ad budget this year will grow by an additional 10 per cent, compared to the previous year. According to experts, at present, Cinthol operates in three categories and its contribution to topline is soaps 92 per cent, talcum powders 6 per cent, and deodorants two per cent. The size of the total soap market is 4.2 lakh metric tonnes.

Brand Management

Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This can result from a combination of increased sales and increased price, and/or reduced COGS (cost of goods sold), and/or reduced or more efficient marketing investment. All of these enhancements may improve the profitability of a brand, and thus, "Brand Managers" often carry linemanagement accountability for a brand's P&L profitability, in contrast to marketing staff manager roles, which are allocated budgets from above, to manage and execute. In this regard, Brand Management is often viewed in organizations as a broader and more strategic role than Marketing alone. The annual list of the worlds most valuable brands, published by Interbrand and Business Week, indicates that the market value of companies often consists largely of brand equity. Research by McKinsey & Company, a global consulting firm, in 2000 suggested that strong, wellleveraged brands produce higher returns to shareholders than weaker, narrower brands. Taken together, this means that brands seriously impact shareholder value, which ultimately makes branding a CEO responsibility.

A good brand name should:

Be protected (or at least protectable) under trademark law Be easy to pronounce Be easy to remember Be easy to recognize Be easy to translate into all languages in the markets where the brand will be used Attract attention Suggest product benefits (e.g.: Easy-Off) or suggest usage (note the tradeoff with strong trademark protection) Suggest the company or product image Distinguish the product's positioning relative to the competition. Be attractive Stand out among a group of other brands

Brand Management of GODREJ

Introduction

The Godrej Group is an Indian conglomerate headquartered in Mumbai, India. It was founded by Ardeshir Godrej and Pirojsha Godrej in 1897, Lalbaug, Mumbai. With 7 major companies with interests in real estate, FMCG, industrial engineering, appliances, furniture, security and agri care to name a few its turnover crosses 2.6 billion dollars.

Background
Godrej Group is one of the largest conglomerates based in Mumbai, India, involved in various industries that include appliances, precision equipment, machine tools, furniture, healthcare, interior solutions, office equipment, food-processing, security, materials handling and industrial storage solutions, construction and information technology. Its products include security Systems and Safes, Typewriters and Word processors, Rocket Launchers, Refrigerators and Furniture, Outsourcing Services, Machine Tools and Process Equipment, Cosmetics and Detergents, Engineering Workstations, Medical Diagnostics and Aerospace Equipment, Edible Oils and Chemical, Mosquito Repellents, Car perfumes, Chicken and Agri-products, Material Handling Equipments Like FORKLIFT Trucks, Stackers, Tyre handlers, Sweeping machines, access equipments etc. The Group is headed by Adi Godrej and Jamshyd Godrej. Traditionally, Vikhroli, a suburb to the Northeast of Mumbai has been Godrej's manufacturing base, but increasingly the group has moved significant production facilities away from Mumbai. The Godrej group also owns vast land in Vikhroli, occupying 3500 acres (14 sq km) of land on both sides of the Vikhroli section of the LBS marg. That makes the Godrej group the biggest private land owner in Mumbai by far. Such vast land can, in theory, be used to create at least 1,500 acres (6.1 km2) of residential floor space, which, at very modest rates (Rs.10000/sq ft), can be sold for USD 16 billion . Thus, the Godrej group is sitting on an invisible cashpile that is envy of other Indian conglomerates.

History
The Godrej Group is one of the respected business houses of India. The group has diverse business interests ranging from engineering to personal care products. Companies operating under the Godrej Group are involved in a host of businesses - from locks and safes to typewriters and word processors, from refrigerators and furniture to machine tools and process equipment, from engineering workstations to cosmetics and detergents, from edible oils and chemicals to agro products. Godrej Group is also well-known for its philosophy and initiation of labour reforms. The Godrej Group was established in 1897. Its founder, Ardeshir Godrej, was a staunch nationalist and believed that India cannot win freedom unless it is economically self-reliant. Beginning with security equipment and soaps, the group diversified into a wide variety of consumer goods and services.

Godrej Group Companies:

Godrej & Boyce Mfg. Co. Ltd.: Godrej & Boyce manufactures a spectrum of consumer products and industrial products. The Consumer products include Appliances (Refrigerators, Washing Machines, Air Conditioners, Microwaves, and DVD Players), Locks, Furniture, Security Equipment, Office Automation, Conferencing Solutions, and vending Machines. Industrial Products include Storage Solutions, Automated Warehousing, Material Handling Equipment, Process Equipment, Precision Components & Systems, Machine Tool Service, Electrical & Electronic, Tooling, and Construction Material & Services.

Godrej Consumer Products Ltd (GCPL): Godrej Consumer Products is a leading player in the Indian FMCG market with interests in personal, hair, household and fabric care segments. Godrej Consumer Products is the largest marketer of toilet soaps in the country with leading brands such as Cinthol, Fairglow, and Godrej No 1. The company is also leader in the hair colour category in India and offers a vast product such as Godrej Renew Coloursoft Liquid Hair Colours, Godrej Liquid & Powder Hair Dyes to Godrej Kesh Kala Oil, Nupur based Hair Dyes. Its liquid detergent brand Ezee is the market leader in its category. Godrej Industries Ltd.: The Company is India's leading manufacturer of oleo chemicals. It also has major presence in food products such as refined oil and tetra pack fruit beverages. Geometric Software Solutions: It is a CMMI Level 5 Company and the leading PLM services provider. Godrej InfoTech: The company is engaged in the business of developing customized software solutions and implementing ERP, CRM, SCM software. Godrej Agrovet: Godrej Agrovet is one of the largest producers and marketers of animal feeds and innovative agri-inputs India. Godrej Sara Lee: It is a joint venture between the Godrej Group and Sara Lee Corporation, USA. The company is the world's largest manufacturer of home insecticides. Its brand HIT is very popular in India.

Godrej Efacec: The company provides warehousing, automated storage and retrieval system solutions. Godrej Properties and Investments Limited (G.P.I.L): Godrej Properties provides meticulously planned townships at affordable prices. The Godrej Group also has overseas establishments in Malaysia, Singapore, Vietnam, Oman, and Sharjah.

Brand Equity of Godrej

Brand equity is strategically crucial, but famously difficult to quantify. Many experts have developed tools to analyze this asset, but there is no universally accepted way to measure it. Brand equity is the marketing effects and outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name. Fact of the well-known brand name is that, the company can sometimes charge premium prices from the consumer. And, at the root of these marketing effects is consumers' knowledge. In other words, consumers' knowledge about a brand makes manufacturers and advertisers respond differently or adopt appropriately adept measures for the marketing of the brand. The study of brand equity is increasingly popular as some marketing researchers have concluded that brands are one of the most valuable assets a company has. Brand equity is one of the factors which can increase the financial value of a brand to the brand owner, although not the only one. Elements that can be included in the valuation of brand equity include (but not limited to): changing market share, profit margins, consumer recognition of logos and other visual

elements, brand language associations made by consumers, consumers' perceptions of quality and other relevant brand values. After making seven acquisitions across three continents Asia, Africa and South Africa-the Rs 13,000-crore Godrej Group is now launching an exercise to build the equity of the master brand 'Godrej' in the international market. The aim is to attract talent for its international companies. The 114-year-old Godrej brand is well known in India-with products ranging from soaps to cupboards. In a bid to build its equity globally, the group is considering various options, including hiring an external consultant. Three years back, a similar initiative was undertaken in the domestic market and the group had roped in UK-based brand consultancy firm, Interbrand, for the task. This had resulted in a younger looking Godrej logo and a vision to treble the turnover of its fast-moving consumer goods (FMCG) business by 2012. "A lot of thinking has gone into how we could leverage the Godrej brand from the perspective of attracting talent in the international market. One way of doing that is to try and push the brand more in the international market to build its equity. Earlier, we did a successful brand relaunch with Interbrand and now we are in discussion on how we could take this forward for a geographic expansion of the Godrej brand," Vivek Gambhir, chief strategy offer, Godrej Industries, told TOI. The group's FMCG arm, Godrej Consumer Products (GCPL), has acquired a host of companies globally in the last six years. After buying out Keyline Brands of the UK in 2005, GCPL acquired Rapidol (Africa) in 2006 and Kinky (South Africa) in 2008. Last year, the acquisition of Tura (Nigeria) was followed by the acquisition of Megasari ( Indonesia), Issue Group (Argentina) and Argencos (Argentina). Each of these companies have independent brands which are popular in their respective regions. That makes it imperative for the group to build its master brand.

Along with these acquisitions came the task of consolidating the businesses and ensuring that the talent pipeline did not get clogged. Last year, the group took to integrating these businesses which were spread across three continents on a common HR platform. However, building a leadership and talent pipeline continue to be the biggest challenge for the group. That explains the urgency with which the group is moving to build the master brand equity globally. While no final decision has been taken, the group is likely to rope in an external consultant to enable it to meet this objective. A brand valuation exercise undertaken by the 114-year-old Godrej Group for the first time has pegged the value of the masterbrand 'Godrej' at $3 billion (around Rs 13,000 crore). The group, whose products range from cupboards and consumer durables to toilet soaps and hair colour, had hired UK-based brand consultancy firm, Interbrand, for valuing the master brand along with the sub-brands in the group. Although, at a valuation of $3 billion, Godrej would not feature among the top 100 global brands which were valued by Interbrand in 2010, the master brand 'Godrej' is said to be ahead of brands like Lenovo and Nissan in the rankings. Godrej, which enjoys patronage of 470 million people in India, is behind the likes of Starbucks ($3.3 billion) and L'Oreal ($7.9 billion). While Godrej Group officials declined to comment on the valuation exercise, it is learnt that a detailed report has been submitted by Interbrand, valuing each of the sub-brands as well. Key brands in Godrej's portfolio include, Godrej No.1, Cinthol, GoodKnight, Expert and Fair Glow. While the methodology adopted by Interbrand for Godrej is not known, the various measures that the consultant takes into account while valuing a brand globally include, an organization's internal commitment in its brand, a brand's values, positioning and proposition, a brand's ability to adapt to market changes and its relevance with customer needs.

The valuation exercise is expected to assist the Godrej group in expanding its brand equity globally, especially at a time when the group has established a substantial presence in three continents by way of acquisitions. The group's flagship, Godrej Consumer Products (GCPL) has made seven acquisitions across Asia,Africa and South America in the last five years. GCPL accounts for almost half of the master brand's valuation. According to Sunny Banerjea, partner, KPMG Advisory Services, a brand valuation exercise helps an organization and its stakeholders in many ways. Not only does it help attract talent, but also benefits shareholders who would now see better value coming through. "A strong brand is a key differentiator for a consumer. A company which carries out a brand valuation exercise will be able to invest better behind its products. It also assists in the process of globalization," said Banerjea. Brand valuation also helps organizations to command a premium in pricing at the retail end. "Over the years, intangible assets have gained a lot of traction among businesses with brands increasingly playing an important role in sustaining the financial performance of a business," said an industry expert. Groups like the Tatas get a brand valuation done annually from Brand Finance, an independent brand valuation consultancy, which has valued the Tata Group brand at $15 billion and Reliance at around $7 billion. Interbrand was roped in by the Godrej Group three years back to usher in a youthful look for its logo. It had outlined four main business verticals, known internally as 'hero' businesses, for the group-personal grooming, furniture, property and aerospace. The Godrej Group is a closely held diversified conglomerate with business interests in consumer products, durables, chemicals, agri products, real estate, office furniture, locks and foods. Since the masterbrand has a unifier effect on all its businesses, it was vital for the group to renew its corporate identity.

Brand Extension of Godrej

Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity. A brand's "extendibility" depends on how strong consumer's associations are to the brand's values and goals. In the 1990s, 81% of new products used brand extension to introduce new brands and to create sales. Launching a new product is not only time consuming but also needs a big budget to create awareness and to promote a product's benefits. Brand extension is one of the new product development strategies which can reduce financial risk by using the parent brand name to enhance consumers' perception due to the core brand equity. It is the use of an established brand name in new product categories. This new category to which the brand is extended can be related or unrelated to the existing product categories. A renowned/successful brand helps an organization to launch products in new categories more easily. An existing brand that gives rise to a brand extension is referred to as parent brand. If the customers of the new business have values and aspirations synchronizing/matching those of the core business, and if these values and aspirations are embodied in the brand, it is likely to be accepted by customers in the new business. While there can be significant benefits in brand extension strategies, there can also be significant risks, resulting in a diluted or severely damaged brand image. Poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity. In practical cases, the failures of brand extension are at higher rate than the successes. Some studies show that negative impact may dilute brand image and equity. In spite of the positive impact of brand extension, negative association and wrong communication strategy do harm to the parent brand even brand family. Godrej Hi Care, makers of Good Knight mosquito repellents, plans to venture into mosquito repellent body lotions to complete its range of

products in the household care segment. The company is yet to zero in on a brand name for the product, according to managing director A Mahendran. The company, he said, would get the products manufactured by a third party unlike its other products in mats and aerosols which are produced at its facilities at Pondicherry and Vapi. By launching mosquito repellent body lotions, Godrej would complete its range of products in this category. The company recently began manufacture of mosquito coils under the Jet brand last year to target the lower end of the market. The company is a leader in the mosquito repellent mats and aerosols market. Its range of products includes Good Knight, Jet, Banish and Hit. The company has a share of over 75 per cent in the insect repellent market. Lead brand Good Knight alone commands a market share of 55 per cent. In the aerosol market, Godrej's Hit dominates, has a 54 per cent cent followed by Bayer's Baygon spray with 33 per cent, sources said. According to them, the mosquito repellent body lotion market is very small with a single player. Bayer, an old hand in the insect repellent business, has a mosquito repellent body lotion called Autam. The product is an improvision of mosquito repellent body creams where the lead player is Balsara's Odomos brand. Godrej Hi Care posted a turnover of around Rs 200 crore from the insecticides business in 1996-97, said Mahendran. The industry is growing at 20 per cent annually. A major portion is segregated into mats, commanding a 40 per cent share, followed by coils with 30 per cent while the balance is taken up by electronic machine repellents (EMR) and liquid emanaters. The company also plans to globalise its operations and has identified Kenya, Indonesia, Sri Lanka, Bangladesh and the Middle East to set up its operations.

Brand Positioning Of Godrej

Although there are different definitions of Brand Positioning, probably the most common is: identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies (i.e. price, promotion, distribution, packaging, and competition). Also positioning is defined as the way by which the marketers create impression in the customers mind. Effective Brand Positioning is contingent upon identifying and communicating a brand's uniqueness, differentiation and verifiable value. It is important to note that "me too" brand positioning contradicts the notion of differentiation and should be avoided at all costs. This type of copycat brand positioning only works if the business offers its solutions at a significant discount over the other competitor(s). Generally, the brand positioning process involves: 1. Identifying the business's direct competition (could include tertiary players that offer your product/service amongst a larger portfolio of solutions) 2. Understanding how each competitor is positioning their business today (e.g. claiming to be the fastest, cheapest, largest, the #1 provider, etc.) 3. Documenting the provider's own positioning as it exists today (may not exist if startup business) 4. Comparing the company's positioning to its competitors' to identify viable areas for differentiation 5. Developing a distinctive, differentiating and value-based brand positioning statement, key messages and customer value propositions.

The Rs 7,200-crore Godrej Group finally unveiled its brand new corporate identity and branding strategy at its headquarters in Mumbai on Friday. The groups 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 groups 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 brands intrinsic strengths. On the groups 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 Godrej Master Brand as part of a systemic plan for creating a Godrej brand franchise through strategies for product and development, retail channel strategy, communication and management. in the strong brand talent

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 thats 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.

Conclusion
An understanding of brand management is an important feature of our business culture and brand position because it confirms (or denies) the reputation which in turn, drives the contract stability and security. Brand Image is fluid and subject to influential factors, both external and internal, and these must be understood and managed in clear business process. Leadership, mentoring and learning about brand management is critical in positioning the group for the future. If it is not done well the net result will be the weakening of contractual conditions and ultimately loss of profit. If it is done well then securing new contracts, stabilizing existing contracts and improving contractual conditions. There are foundations and processes that are pre requisite to success in brand position.