LJJ is a Super hit!
Life Jum Jaaye or LJJ is the new block-buster to hit the small screen. With stellar performances by Godrej Pentacool, Preity Zinta and a little boy, PKGPF (Preity Ka Godrej Pretty Fast) is already a super hit around the country. People are rushing to their nearest dealers to catch a glimpse of their new favourite superstar, the Godrej Pentacool.
Welcome to the new marketing offensive from Godrej Appliances. Action packed, with loads of panache and style, this programme has been specifically designed to regain our leadership position in the refrigerator market. With Pentacool as the lead model, Godrej refrigerators are all set to move ahead as a contemporary, modern and technologically superior brand. At par with any international brand available in the country today.
Those who have seen the advertising would agree that there couldn’t be a better spokesperson for the brand than Preity Zinta. This peppy, bubbly character, with her ever-smiling face, stands for everything a modern Indian aspires to be: contemporary, confident, dynamic. This, combined with a script that appeals to the fast-paced lifestyle an upwardly mobile Indian leads today, makes the commercial a clutter-breaker that any marketing person would love. And, instead of going in for shorter edits of the same commercial as follow-up advertising, 3 distinct films have been made, all telling the same story — nothing cools faster than a Godrej Pentacool with 5 Side Speedcooling.
The offensive continues in media spends too. With television as the lead medium, more than 3000 spots have been aired between April and May. And if that wasn’t enough, Godrej Pentacool also sponsored popular programmes like Kyonki Saas Bhi Kabhi Bahu Thi, Kutumb, etc. On not just national satellite channels, but regional channels as well. 64 sponsorships in all. Supported by high impact outdoor advertising at key locations and high frequency, innovative print advertising in leading newspapers and magazines.
For those who can’t get enough of Life Jum Jaaye, here are a couple of clips from the commercial.
Shyam Motwani, Marketing
News on Marketing and Sales
The past few weeks have been action-packed with many new initiatives and changes in areas of Marketing and Sales. These touched the very core of our business.
To begin with, the new financial year opened with a Key Accounts Meet on April 6, where our Top 40 Trade Partners from across the country were invited. Mr. Jamshyd Godrej attended the meet to interact with key dealers. The purpose of this interaction was to apprise them about our Plans and Initiatives for the year across key functions. It was also a forum to get a first-hand feedback on their assessment of the market.
The business presentations on different areas were followed with an open session. A number of useful suggestions were made by dealers. The tone of the Meet clearly captured the revival of our shares in the marketplace.
The highlight of the day was the electrifying unveiling of the new Godrej Pentacool campaign, ‘Life Jum Jaaye,’ featuring Preity Zinta. The super star’s presence came to life with an exclusive film addressing this gathering.
Dealers’ appreciation of the campaign said it all.
Also on display was an impressive Shop-In-Shop concept with the entire range of appliances designed to give consumers a superb ambience adding to the wonderful experience of buying a Godrej product. The new Pentacool range was also unveiled to big applause. The new models will add a punch to the higher end offerings of Godrej Appliances. Many participants also evinced interest in getting one such counter for their own showrooms.
Coinciding with this Meet was the QMI Meeting to finalise the Annual Business Plan, which will bring GAL back to profitable growth. These efforts got reflected in the market in the past few months with sales crossing the 1 lakh figure for consecutive months. Godrej Appliances truly marches ahead.
The Service function saw its high voltage action with its continued thrust in the new initiative to reach more consumers. The new service offering is designed to meet the Service needs for all brands of refrigerators, washing machines and air-conditioners.
The project has resulted in a Direct-to-Home Sales Team, canvassing for new business for products and services and bringing our business closer to end consumers.
This project coincides with the launch of ‘‘Smart Care’’ Service brand, which was splashed across major dailies and generated tremendous interest amongst consumers. The 24-hour Call Centres that have been put in place in Mumbai and other metros continue to receive large number of calls from consumers interested in Godrej service the ‘Smart Care’ way. The Service Contract business is poised to take on its own momentum under this initiative.
The BAAN implementation in Service has gone live in Mumbai and the same will be rolled out in other branches over the coming months. A similar exercise is on for the Sales function.
Await next update on Marketing, Sales, Service and Logistics functions.
Himanshu Jain, Sales
ISO 9001:2000 Quality Management System
It was indeed a moment of pride when, some time ago, Godrej Appliances Ltd. became one of the first few companies in India to be certified to the revised ISO-9001:2000 Standard. We are the first company in the world, certified by RWTUV, to the revised standard. The scope of re-certification audit was for all Appliances, all sites covering Vikhroli, Mohali, Wing, Dadra, and functions including branch Operations.
Our Quality Management System (QMS) was based on the Process approach. Process, as such, is an interaction and inter-relation of the elements of the system. Our documented processes thus had clearly defined the purpose of each process, the process owners, process inputs, process steps, process outputs and process measures to derive continuous improvement.
The revised standard revolves around a simple but powerful concept of Plan-Do-Check-Act (PDCA) cycle. Some of the enhanced key requirements of ISO 9001-2000 Standard are process approach, customer satisfaction measurement and core competency development.
ISO 9001-2000 is a Company-wide business initiative. It needs to be re-emphasized that QMS process must be constantly reviewed and aligned to business and customer needs, using the PDCA cycle for continual improvement. A vibrant and dynamic QMS requires firm commitment, involvement and discipline from each one of us to enable us to deliver the desired business results and fulfil customer expectations.
The famous US President, the late J. F. Kennedy, once in his address to the nation when US was passing through a critical phase said: ‘‘Don’t ask what the country can do for you, ask what you can do for your country.’’
Today, GAL is at a juncture when we have to seriously introspect and think creatively how each one of us implements and improves our QMS and brings about a quick turnaround in organisational performance through concerted and enlightened teamwork.
Pesi K. Sinor
Our Godrej Appliances team comprising Darayas M. Munshi, Refrigerator Final Assembly (Plant-5) and Balkrishna Desai, Research & Development (Plant-3) have bagged the 3rd Prize at the First Aid Training-cum-Quiz Contest 2002, conducted by ‘Mulund-Kurla Mutual Aid Group’.
This contest, where various industries in the Mulund-Kurla belt participated, was conducted at Merind Ltd. In spite of fierce competition, GAL team displayed a very high level of team-work and confidence throughout the five levels of the contest.
Congratulations once again to the winning team.
W. S. Mathias
HANDS THAT HELP
16 th February, 2002 — 7.30 a.m. On the mobile phone of Chetan Gandhi, our distributor in Dhulia, came the shocking news. Their new Sumo, packed with the Gandhi’s three generation family members, had met with a terrible accident on the highway at Vadaliboi, 35 kms from Nasik. The front drive wheel was sliced off from the axle of the Sumo, had skidded off the road and, luckily, impacted on to a tree 15 ft. below, else it would have turned turtle.
Chetan was numb on hearing the news. Dhulia is 150 kms from Vadaliboi. The call was made by his nephew at the site from his mobile phone. Chetan immediately contacted Ram Joshi of M/s. Usha Trading Co., our distributor in Nasik. They in turn promptly contacted their retailers M/s. Arihant Elect. at Vadaliboi and M/s. Ashirwad Elect. at Chandwad, since they were located near the site.
Both immediately rushed to the spot, arranged a taxi to Nasik for the driver and Alpa bhabhi (wife of Kamlesh Gandhi, Chetan’s elder brother). They also took the entire family to the nearest hospital. All this happened within 30 minutes of the accident. Here, Rambhai, along with his two sons Pinakin and Shekhar, galvanised into action arranging the hospital formalities, including calling back the Senior ICU Doctor who had just returned home after his night duty. Before the taxi pulled into the Helpline Hospital, an entire team of doctors was ready. I am writing this because I too was present, since I had come to Nasik the previous night.
The rest is history. For the next seven days, Rambhai was the most hospitable host to the Gandhi family. He personally took a few of them to his own residence for boarding and lodging. Most important was the immense moral support provided by this soft-spoken gentleman. Kudos to the Joshi family for their unrelenting services provided!
The entire Godrej team appreciates Alpa bhabhi for her grit and determination. Even with multiple fractures on the nose, cheekbones, temple and jaws, she kept smiling all through her recovery.
Here, I can only recall a quote of Mother Teresa which is most apt for the situation:
‘‘The hands that help are holier than the lips that pray’’.
Percy Irani, Sales, Pune Branch
In the months of April and May, Godrej Appliances Ltd. embarked upon achieving its socio-economic agenda. With a view towards its social obligations and overall development of its employees and their families, the Company organised a Computer Awareness Programme for employees’ children. The programme was free of cost and evoked a very good response.
A total of 185 children enrolled for the programme and 131 successfully completed the programme. Technical support was provided by Godrej Infotech Ltd. (GIL) and infrastructural support by the Udayachal High School. Anupriya Kulkarni, Smita Mhadalkar, Rubeena William and Rahul Surendranath conducted the programme, which was inaugurated by Pradeep Kapoor, CEO of GIL, in the presence of E. J. Kalwachia, Executive Director and Human Resources team members of Godrej & Boyce Mfg. Co. Ltd. and Godrej Appliances Ltd. After the completion of the programme, participants were handed over certificates by B. J. Wadia, Executive Vice President and S. M. Bulsara, Vice President — Manufacturing, at the closing ceremony. It was a unique opportunity for the children of our employees, particularly the workforce, to undergo this programme with such practical exposure to computers. The programme was highly appreciated by one and all.
Uday Desai, N. P. Shukla, Sarosh Patel, Jay Acharya
Join us in extending a warm welcome to Ashwani Keswani who has joined us as Vice President (Service) from May 2, 2002.
Ashwani is an engineering graduate from Bangalore and has completed his M.S. from Northwestern University, U.S.A. He has also done a two-year full-time M.B.A. course from Penn State University.
He is an avid cricket and squash player and loves music. Ashwani is married to Nita (M. Phil. from Cambridge, Lecturer in Computer Studies) and they are proud parents of Nivedith and Simran.
Ashwani has a rich work experience of about 15 years with organisations like Bharat Forge Ltd., Bandix Automotive, U.S.A. and Whirlpool of India Ltd. He has varied exposure of working in areas like manufacturing, audit, new projects, quality, new business development, etc. He has also been trained by Gary Hamel and Strategos on ‘Tools of Innovation’.
We wish Ashwani a very enriching and successful career with us.
With best wishes,
Waman Rajan Walawalkar, Vacuum Forming Dept., Plant 3, has been appointed by the Government of Maharashtra, as Special Executive Officer (SEO) for a period of four years.
Pramod D. Singh, working in Plant 2, has been appointed by the Government of Maharashtra as Special Executive Officer (SEO) for Greater Mumbai.
Manoranjan S. Tambe, Powder Coating Department, Plant 3, is awarded a fellowship by the Bharatiya Dalit Sahitya Academy at the 17th National Dalit Conference on Literature and Writers held at the Talkatora Stadium, New Delhi. The fellowship is conferred upon him as a gesture to appreciate his work in the field of Social Work.