Complete Case details are given below :
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)
Description for case is given below :
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?
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