| The survey was conducted with an aim to inform consumers about the most preferred brand; the attributes that they preferred in various categories. This was mainly undertaken to create awareness among advertisers and manufacturers, about the parameters on which consumers prefer a particular brand to other brands.
'Preferred' brand rather than 'favorite' brand was the parameter captured, in this study as, preference was deemed to reflect experiential and thereby more realistic responses. Preference also indicated future intentions of repeat purchases.
A nationwide research with about 7000 consumers spanning 21 cities and 21 product and service categories was collated to arrive at the most preferred brands in the country for the year 2004 -2005. This just goes to show that Godrej has incorporated trust in people all over India.
The Pride of Appliances: - The Awaaz Consumer award
The brand positioning of Godrej has changed over the years. Godrej has consciously tried to change its image from an older refrigerator to a younger, cooler one. Choosing Preity Zinta as our brand ambassador resulted in the shift in perception of people about our brand.
The Moment of glory: Mr. Diptendu accepting the Awaaz Consumers awards
At first we emphasized on Cooling and came up with tag lines like Life Jum Jaye, and 5 side Funda, Fastest Thanda. Later on, we moved to Freshness by saying that ‘Khana Rakhe fresh Khane tak’. Now, our positioning has become very Consumer Centric. ‘Get a Godrej get a life’ is what we say now. Looking at the feedback and the awards we can say that the Indian people have definitely started associating themselves with ‘having a life’ thanks to us. It was the right time to change our positioning because now, when everybody stresses on health and technology, we are stressing on the way of life you can lead by using a Godrej. This has struck the right chord with our target customers as, in this fast moving world; everyone wants to have time for themselves where they can enjoy and chill out.
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