Case Name :      Godrej Security Solutions Ltd: Moving Consumers to Action

Authors :           Bhagyalakshmi Venkatesh, Mehernosh Pithawalla, Suruchi Trivedi

Source :             Ivey Publishing

Case ID :            W15135

Discipline :        Marketing

Case Length :    11 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Godrej Security Solutions (GSS) offered both physical security products (such as safes, lockers, etc.) and electronic security products (such as cameras with analytics, closed circuit television, biometric and access control systems, burglar alarms, etc.). Although homeowners were evidently worried about their security, they were typically passive and reactive – as opposed to proactive – in addressing the problem. GSS had launched two effective advertising campaigns; however, continuing to communicate the importance of security solutions and converting this buyer inertia to action was fundamental to its ongoing success. What should the company’s communication strategy be?