Go­drej Group

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So­lu­tions Re­quire­ment

For Go­drej Group’s Con­sumer Prod­uct Group, achiev­ing the 2020 vi­sion has ne­ces­si­tated a trans­for­ma­tional shift in cus­tomer en­gage­ment.

Go­drej Group’s proac­tive ap­proach to on­line en­gage­ment is a huge leap for­ward for a com­pany which re­lied heav­ily on TV to reach cus­tomers in the past. With that ap­proach, it could not get deep enough in­sight into its on­line cus­tomers’ in­ter­ests and what was said about its brands.

So­lu­tion De­ploy­ment

Through its im­ple­men­ta­tion part­ner, Mirum, the Go­drej Group is also us­ing So­cial Stu­dio to gather in­sights about new mar­ket cat­e­gories and in­form its broader mar­ket­ing strat­egy.

“Our col­lab­o­ra­tion with Mirum and use of Sales­force has been crit­i­cal to im­prov­ing our cus­tomer in­sight and cri­sis man­age­ment ca­pa­bil­i­ties. Mirum is also help­ing us to as­sess new mar­ket op­por­tu­ni­ties as we work to achieve our 2020 vi­sion,” said Parihar.

So­lu­tion Ben­e­fits

So­cial Stu­dio has re­solved both chal­lenges. It helps Go­drej Group to gather in­sights for proac­tive com­mu­ni­ca­tions while mon­i­tor­ing con­ver­sa­tions about its brand in real-time.

The Go­drej Group is now us­ing So­cial Stu­dio across 15 dif­fer­ent brands in In­dia and In­done­sia and is con­sid­er­ing a roll­out in Africa as well. It’s ex­pe­ri­enced dou­ble- digit growth in on­line cus­tomer en­gage­ment and user ses­sion times are in­creas­ing. A 20% growth in or­ganic traf­fic is fur­ther proof that the top­i­cal con­tent in­formed by so­cial lis­ten­ing is hav­ing the de­sired effect.

“By us­ing Sales­force, we can cap­ture in­sights to de­fine our dig­i­tal strat­egy and en­gage our cus­tomers with con­tent we know they want to read.” PANKAJ PARIHAR, VP & Head Dig­i­tal Mar­ket­ing, Con­sumer Prod­uct Group, Go­drej “Go­drej is a truly a global con­glom­er­ate and needed a plat­form that would help them man­age their com­plex re­quire­ments. Sales­force pro­vided that plat­form while we’ve part­nered with them in a flex­i­ble and scal­able man­ner to achieve their key ob­jec­tives.” MIHIR KARKARE, Co-Founder and Ex­ec­u­tive Vice Pres­i­dent of Mirum

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