Abstract

The caselet discusses the launch of ‘Smart Care’, branded after-sales service center, by Godrej Appliances. The caselet describes the concept of Smart Care and its service offerings in detail. Further, it examines the objectives behind launching such services by the company. The caselet also outlines the future plans of this venture.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Branded product companies foray into services
• Positioning and differentiation of services
• and Relationship marketing and its importance in services.

Keywords

Godrej Appliances, Godrej & Boyce Mfg. Co. Ltd, 'Smart Care', Consumer Appliances, GE, SK Ghatak, Branded After-Sales Service Centers, Soft Skills, Annual Maintenance Contracts, Pay per Use Service, Customer-Handling, Repair Services Market, Lifetime Relationship, Consumer Expectations, Positive Word Of Mouth, Replacement Market