K J Somaiya Institute of Management Studies & Research, Mumbai

&

The Marketing Forum of SIMSR

In Association With

Presents

BRAND-BLITZ 2011
A Social Media Marketing & Strategy Event
 Brand Mantra

The Godrej Group was established in 1987 by Mr

Ardeshir Godrej who was a visionary and could sense

the potential tomorrow’s India would have. Godrej

today forms an integral part of every Indians life, one

out of three Indians use at least one Godrej Product

daily. With a turnover of 1.8 billion, Godrej empire

today has manufacturing facilities across 6 countries

and has diversified itself immensely over the years

and together with 7 major companies it has

successfully made its mark in FMCG, home care and

personal care products, retail, chemicals, office

products and real estate to name a few.

Godrej & Boyce, Godrej Industries, Godrej Properties, Godrej Consumer Product

and Godrej Household Product are a few companies under the Godrej Empire

which are making life easier for us by relentlessly pursuing their goals of

excellence in various fields. It is due to this that Godrej is today one of the

biggest FMCG player in India.

 Brand Mantra
Godrej Appliances:

About Godrej & Boyce Mfg Ltd

The Godrej Group is one of the largest

players of Home Appliances in India

and has always delighted the consumer

with relevant technology in a wide

range of efficient products. In 1958,

Godrej was the First Indian Company to manufacture Refrigerators and has

become synonymous with the category. Godrej pioneered the launch of

Polyurethane Foam (PUF) which became the new benchmark for the

refrigerator industry. In the last 1 year, Godrej has introduced more than 100

new products across various categories- Refrigerators, Air conditioners,

Microwave Ovens, Washing Machines and Televisions. With new innovative

technologies like Silver Shower technology in refrigerators, i-Sense and EM5 in

Air conditioners, Game LCD in Televisions, Insta-Cook in Microwave Ovens,

Tilted Drum in Washing Machines etc, Godrej is redefining the technology space

in Indian Appliances and Electronics context.

It has won many awards & recognitions in the past many years, few of them

being:

1) It won The Business Super

Brand in 2010.

2) It won Brand Equity- Most

Trusted Pure Appliances

Brand, voted by consumers

–2010.
 Brand Mantra
3) It won the consumer Super brand in 2009 for Refrigerators.

4) The Trusted Brand Gold 5 times in a row!!-Reader’s Digest Award (2006,

2007,2008,2009 and 2010)- Voted by the consumers for the most trusted

brand.

5) It won the National Energy conservation award given by Ministry of

Power , Government of India for its energy efficient refrigerators.

6) It won the Business Super Brand Award in 2008.

7) It won the design Excellence Awards-2006- Given by Business World and

National Institute of Design for Godrej Eon refrigerators with unique

features (including the cool shower technology).Godrej Refrigerators won

this award amongst all the durables category including consumer

electronics.

8) It won the Smart Living Award-2007- Given by 360 degree which is a TOI

group subsidiary.

9) It won CNBC Awaaz Consumer Award-2005,2006, 2007-Based on

consumer voting.

Godrej Appliances has now become a superbrand and is continuing in its

endeavors to spread further & become a spearhead and a role model for other

companies.
 Brand Mantra

A STRATEGY EVENT-“GODREJ IN 2015”

About the event:

“This event is about giving micro and macro level organizational strategies to position Godrej
Appliances as the best appliance company by the year 2015.”

The market for consumer durables is estimated at Rs. 300 billion and is expected to reach Rs.
500 billion by 2015. The urban consumer durables market is growing at an annual rate of nine
to 12 per cent, the rural durables market is growing at 30 per cent annually.

By 2015 it is forecasted that there would be a new era for rural, by 2015 it is expected every
village will get the internet connectivity and almost every home will have electricity and possess
a mobile phone. This significant improvement in rural infrastructure coupled with agriculture
reforms and double digit industrial growth in urban areas will open new avenues for the
consumer durables industry in India.

How can Godrej Appliances take the maximum benefit of this forecasted robust growth in both
urban and rural industry? What should be the organizational strategy of Godrej Appliances to
make the best of this growth and become the most successful brand in 2015?

These strategies will be suggested and formulated by one of the brightest brains, the
forthcoming successful strategic leaders of India- the participating teams. The participants
would get the golden opportunity to devise a ‘Brand Mantra’ for one of the most successful
brands of India and help it become ‘The Brand of the Year 2015’.

Event Format-

The event would be conducted over two stages.

Qualifying Round-

A maximum of 1000 words executive summary giving due consideration to:

 Vision for 2015
 Organization Restructuring & operational analysis.
 Potential Acquisitions to
o Increase the market share
 Brand Mantra

o Expand geographies
o Group diversification
o Presence in the future markets
 Operational & financial Strategies
 Product Diversification, etc.

After this stage teams will be shortlisted and invited to campus for stage 2.

Race Day (12th March 2011)-

Shortlisted teams will be invited for the final round at the campus to present a 15 min
presentation, explaining in detail the entire social media strategy for Godrej appliances.

 The strategies will have to be backed by rigorous financial analysis.

Judging Criterion:

 Analytical Rigor, Feasibility

 Data Collected & Originality of analysis of strategy.

Guidelines for Race Day:

 Participants must prepare a PowerPoint strategy of their proposed strategy, in 20 min.

including other deliverables
 Q&A : 5 min

Rules for Brand-o-mania:

 The team should have maximum 2 participants.

 The participating members in a team should be from the same college.
 The participants are required to send only a soft copy of their entry for the qualifying
round before 3rd March, 2011 by 23:59 hrs to the E-mail Id:
registration@brandblitzsimsr.com with the subject line as <Event Name_Team Name>.
 Max Size: 5MB
 Late entries will not be entertained.
 Brand Mantra

 The participants cannot change the team composition once the ppt/pptx for the
qualifying round is submitted.
 The entries received will become property of the organizers and the students will have
no rights/claim over the usage of their composition.
 In case of any deadline extension, communication will be made through the website:
http://brandblitzsimsr.com/
 The teams are supposed to form a separate cover page mentioning their team name,
institute name and member details including the contact numbers.
 The name of institute or team members should not appear anywhere inside the
document.
 The decision of the organizers will be final and binding on all contestants.

General Rules for Brand-blitz:

 The competition is open to all B-School Students with teams of maximum 2 participants.
 One person cannot be member of more than one team. However, one person can
represent his/her team in more than one event. All participants must carry their college
ID cards. There can be multiple entries from a B-school.

Podium Finish:

1st Prize worth: Rs 30,000 /-

2nd Prize worth: Rs 20,000 /-
(Participation certificates and goodies will be given to all shortlisted candidates.)

For any queries contact:

Aman Jain: [ +91 9619208709, amanjain.838@gmail.com ]

Meenal Dubey: [ +91 9920385149, mdmeenal10@gmail.com ]
Chitra: [ +91 9769642990, schitraa@yahoo.com ]

Event’s Registration :
For team registration and other related details please visit our website link given below:

www.brandblitzsimsr.com