Godrej Appliances Branded Repair Service - 'Smart Care' - Services Marketing Short Case Studies

Details

Case Code : CLSM009
Publication date : 2005
Subject : Services Marketing
Industry : Consumer Durables
Length : 04 Pages
Price : Rs. 100

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Key words:

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

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

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.

Issues:

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

Introduction

Godrej Appliances, a division of Godrej & Boyce Mfg. Co. Ltd., manufactures consumer appliances like Refrigerators, Washing Machines and Air Conditioners. It was a market leader in refrigerators till late 1990’s with an overall market share of 30% in 1999 .

However, Godrej faced tough times thereafter. Its market share dipped to 16% in 2000-01. To stem the decline and improve its sales Godrej launched the Pentacool range of refrigerators in the year 2001 and undertook aggressive promotional campaigns with Preity Zinta, the famous Hindi film actress, as its brand ambassador.

In another major customer service initiative, Godrej launched branded after sales service centers under the name ‘Smart Care’ in the year 2001...

Questions for Discussion:

1. "Godrej Smart Care is in effect making efforts to reach out to its consumers and therefore building a lifetime relationship with them." How can Smart Care help Godrej in enhancing the customer satisfaction levels? Do you think after sales service can be a good revenue generator for the company?

2. "These contracts besides generating a positive word of mouth for Godrej Appliances also help us significantly in targeting the replacement market." Comment.