labels: Air conditioners & refrigeration, Brand Dossier, Marketing
Godrej launches new energy-efficient air-conditioner range news
11 April 2009

Godrej Appliances has announced its new positioning 'Designed by Curiosity', that is in line with the overall Godrej Group philosophy of 'Brighter Living' announced last year. The new positioning for Godrej Appliances was shared by COO, George Menezes, at the unveiling of the company's new 5-star rated range of EON air conditioners.

''The key to our success has been constant innovation to connect with the ever evolving consumers and offering them the relevant technology they need," Said Menezes Explaining the new positioning.

He said "While we have been effectively using this approach in our product development front, we now want this to be an integral part of the company's thought process, driving each and every action of ours from product development to marketing, sales, service, etc. 'Designed by Curiosity' will be a dynamic action process to build a stronger relationship with each and every stakeholder of the Godrej Appliance Brand, especially our consumers.''

While unveiling the new Godrej Appliances brand platform, brand ambassador Preity Zinta said, ''Having been closely associated with Godrej Appliances, the quality I admire most about them is their commitment to improve the lives of consumers right from their technology to their service initiatives. Their 'curious' approach, just like mine, is what I believe is the right foundation towards innovative products and solutions for the Indian consumer who has been changing so much over the last few years.''

The new EON range of air conditioners incorporate an ultramodern technology for high cooling and power saving, and come in four different capacities of 0.75, 1.0, 1.5 and 2 ton capacities in Split AC versions. It is also the widest range of high energy efficient air conditioners being offered by any manufacturer. The Godrej Eon 5 Star Range is designed in a Mirror Finish, making it the best looking and trendiest air conditioner range in the market. Priced between Rs.20790 and Rs.36,990, the range will be available at all leading dealers and retail counters.
The launch of the new range will be backed by an aggressive 360 degree advertising campaign consisting of TV, Print, Radio and OOH, which will be supported with many BTL initiatives to create awareness about the 5-star technology, such as creating Energy Zones at major consumer durable outlets. These centers will aid consumers to understand the concept and benefits of the of 5 Star Energy rating given by the Bureau of Energy Efficiency (BEE) and help them to choose right AC for their need.

Commenting on the launch of the EON Range of air conditioners, Kamal Nandi, Vice President, Sales & Marketing, Godrej Appliances, said, ''The changing Indian demographics and lifestyle has made many of the earlier assumed luxury products like air conditioners a basic necessity today. Today there are many Indian households which can afford to buy air conditioners but it is the cost of running them which deters them from installing one. This is also one of the main reasons why the penetration of air conditioners in India is still growing in decimal points. Our new 5 Star range of EON air conditioners, created out of our 'Designed by Curiosity' approach gives consumers air conditioners which they can use comfortably and efficiently.''

The air conditioner industry in India is approximately 25 lac units of which 60 per cent is from the high end split air conditioner segment. At 31 per cent growth (the highest in the industry), Godrej Appliances has been growing at more than three times the industry growth rate over the last three years. Godrej Appliances aims to be among the top three players in the industry with a market share upwards of 10 per cent in 2009-10.


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Godrej launches new energy-efficient air-conditioner range