Godrej

Godrej consumer products

1. Godrej Consumer
Products
A Term Paper Presentation
SUBMITTED TO: PROF. BAISAKHI M.M

SUBMITTED BY: ROSH REJENDRAN (1PT12MBA76)

2. 2
STUDY OBJECTIVE

To study the marketing strategies of GODREJ INDUSTRIES and how they
implemented it for their Consumer Products.
To know about the different Consumer product varients and to study the
segmentation, targeting and positioning.
To know about the recent trends that Godrej has been using to promote their
Consumer Products in market.

3. 3
COMPANY PROFILE
The Godrej Group is an Indian conglomerate headquartered in Mumbai, Maharashtra, India,
managed and largely owned by the Godrej family. It was founded by Ardeshir
Godrej and Pirojsha Godrej in 1897, and operates in sectors as diverse as real estate,
consumer products, industrial engineering, appliances, furniture, security and agricultural
products.
[3]
Subsidiaries and affiliated companies include Godrej Industries and its
subsidiaries Godrej Consumer Products, Godrej Agrovet, and Godrej Properties, as well as
the private holding company Godrej & Boyce.
 Established in 1897 :Founders - Ardeshir Godrej, Pirojsha Godrej.
 One of India‟s most trusted brand, Godrej enjoys the patronage and trust of over
470 million Indians every single day for over 100 years.
 7 major companies with interests in real estate, FMCG, industrial engineering,
appliances, furniture, security and agricare .
 Turnover crosses 2.6 billion dollars.
 Presence in more than 60 countries

4. 4
Godrej Group

Type Public
Industry Conglomerate
Founded 1897
[1]

Founder(s) Ardeshir Godrej
Pirojsha Godrej
Headquarters Mumbai, Maharashtra, India
Area served Worldwide
Key people Adi Godrej (Chairman)
Jamshyd Godrej
Nadir Godrej
Products Real estate, FMCG, industrial
engineering, Appliances,Furniture, Security, Agri care,
and others
Revenue 21600 crore(US$3.3 billion)(2013)
[2]

Employees 26,000 (2013)
Subsidiaries GCPL, Godrej InfotechLtd,Godrej Industries
Ltd, Godrej Properties, Godrej Agrovet
Website www.godrej.com

5. 5
INTRODUCTION ABOUT GODREJ INDUSTRIES

The Godrej Group was founded in 1897, and has since evolved into one of the largest and the
oldest conglomerates based in Mumbai, India, with a presence in varied industries, including
appliances, precision equipment, machine tools, furniture, healthcare, interior solutions, office
equipment, food-processing, security, materials handling and industrial storage solutions, construction
and information technology. The Group is headed by Adi Godrej and his brother in law and
cousin, Nadir Godrej and Jamshyd Godrej.

Traditionally, Vikhroli, a suburb to the Northeast of Mumbai has been Godrej's
manufacturing base, but increasingly the group has moved significant production facilities away
from Mumbai. The Godrej group also owns vast land in Vikhroli, occupying 3500 acres (14 km
2
) of
land on both sides of the Vikhroli section of the LBS marg. That makes the Godrej group the biggest
private land owner in Mumbai by far
[citation needed]
. Such vast land can, in theory, be used to create at
least 1,500 acres (6.1 km
2
) of residential floor space, which, at very modest rates (Rs.10000/sqft), can
be sold for USD 16 billion. Thus, the Godrej group is sitting on an invisible cashpile that is an envy of
other Indian conglomerates
[citation needed]
.and were the biggest company and we call them go.

6. 6
Timeline
1897 - Godrej is established in 1897
1902 - Godrej makes its first Indian Safe
1918 - Godrej Soaps Limited incorporated
1961- Godrej Started Manufacturing Forklift Trucks in India
1971- Godrej Agrovet Limited began as an Animal Feeds division of Godrej Soaps
1974 - Veg oils division in Wadala, Mumbai acquired
1990 - Godrej Properties Limited, another subsidiary, established
1991 - Foods business started
1994 - Transelektra Domestic Products acquired
1995 - Transelektra forged a strategic alliance with Sara Lee USA
1999 - Transelektra renamed Godrej Sara Lee Limited and incorporated Godrej Infotech
Ltd.
2001 - Godrej Consumer Products was formed as a result of the demerger of Godrej
Soaps Limited. Godrej Soaps renamed Godrej Industries Limited
2002 - Godrej Tea Limited set up
2003 - Entered the BPO solutions and services space with Godrej Global Solutions
Limited
2004 - Godrej HiCare Limited set up to provide a Safe Healthy Environment to
customers by providing professional pest management services
2006 - Foods business was merged with Godrej Tea and Godrej Tea renamed Godrej
Beverages & Foods Limited
2007 - Godrej Beverages & Foods Limited formed a JV with The Hershey Company of
North America and the company was renamed Godrej Hershey Foods & Beverages
Limited
2008 - Godrej relaunched itself with new colourful logo and a fresh identity music
2010 - Godrej launched GoJiyo a free, browser based 3D virtual world
2011 - Godrej & Boyce shuts down its typewriter manufacturing plant, the last in the
world.

7. 7
Godrej Group Products

8. 8

9. 9
GODREJ CONSUMER PRODUCTS LIMITED

Godrej Consumer Products Limited (GCPL) is an Indian consumer
goods company based in Mumbai, India. GCPL‟s products include soap, hair colourants,
toiletries and liquid detergents. Its brands include „Cinthol‟, „Godrej Fair Glow‟, „Godrej
No.1‟ and „Godrej Shikakai‟ in soaps, „Godrej Powder Hair Dye‟, „Renew‟, „ColourSoft‟ in
hair colourants and „Ezee‟ liquid detergent. GCPL has five manufacturing facilities in India at
Malanpur (Madhya Pradesh), Guwahati (Assam), Baddi- Thana (Himachal Pradesh), Baddi-
Katha (Himachal Pradesh) and Sikkim.

10. 10
Godrej Consumer Products Limited

Type Public
Traded as NSE: GODREJCP
BSE: 532424
Industry Consumer goods
Founded 2001
Headquarters Mumbai, Maharashtra, India
[1]

Area served India
Key people Adi Godrej, Chairman
A Mahendran, Managing Director
Products Toilet soaps, hair colour, household insecticides,
liquiddetergents, toiletries and others
Revenue 3793 crore (US$580 million)(2010-11)
[2]

Net income 481 crore (US$74 million)(2010-11)
[2]

Employees 1,200 (2012)
Parent Godrej Group
Subsidiaries
Essence Consumer Care Products Pvt. Ltd.
Naturesse Consumer Care Products Pvt. Ltd.
Godrej Hygiene Products Ltd.
Godrej Netherlands B.V.
Website godrej.com

11. 11

SEGMENTATION , TARGETING& POSITIONING
ofGodrej Consumer Products

SEGMENTATION
• GCPL has segmented the market on the basis of the following variables:
Demographic (age and social class), Psychographic (lifestyle and personality),
Behavioral (benefits and occasions), Geographical (region)
• The first consisted of the home care segment where consumers were buying well
established brands such as Good Knight, HIT & JET in basket.
• The next segment consisted ofPersonal Wash, one of Godrej's oldest business
divisions,consumers who preferred sanity, fairness.
• The third segment consisted ofHair care spread.Here consumers look for hair colour,
hair dye, mehendi& hair oil products.
• The next segment consisted ofAir care, one of Godrej's latest business
divisions,consumers who preferred designer car and home fragrances.

• DEMOGRAPHIC
Age: 6-11, 12-19, 20-34, 35-49, 50-64, 65+
Gender: Male, Female
Occupation: Professionals, Retired, Students, Homemakers, Sportsmen
Social Class: Working Class, Middle Class, Upper Middle Class, Lower Upper, Upper
Uppers
• PSYCHOGRAPHIC
Lifestyle: Culture- Oriented, Safety- Oriented, Outdoor- Oriented
Personality: Gregarious, Ambitious
GEOGRAPHIC
Location based : different states, cities.
Region based : Rural, Urban, semi-urban.

12. 12

SEGMENTATION
• Home care (Psychographic)
– Good knight (Safety oriented)
– Hit (Safety oriented)
– Jet - Geographic (Andhra Pradesh & Madhya Pradesh)
– Ezee (Lifestyle:culture oriented)
– Genteel (Lifestyle:culture oriented)
– Godrej Dish wash (Safety oriented)

• Personal wash (Psychographic)
– Cinthol (Lifestyle:culture oriented)
– Protekt (Safety oriented)
– Godrej No.1 (Lifestyle culture oriented)
– Fairglow (Lifestyle culture oriented)
– Vigil (Lifestyle culture oriented)
– Crowning Glory (Lifestyle culture oriented)
– Shikhakai (Lifestyle culture oriented)
– Swastik (Lifestyle culture oriented)
– Godrej Shaving Cream (Lifestyle outdoor oriented)

Hair care (Psychographic)
– Godrej Expert (Lifestyle:outdoor oriented)
– Renew (Lifestyle:outdoor oriented)
– Colour soft (Lifestyle:outdoor oriented)
– Nupur (Lifestyle:culture oriented)
– Kesh Kala (Lifestyle:culture oriented)
– Kali Mehandi (Lifestyle:culture oriented)
– Anoop Hair oil (Lifestyle:culture oriented)

13. 13

• Air care
– Godrej Aer Twist (Lifestyle:outdoor oriented)
– Godrej Aer Spray (Lifestyle:outdoor oriented)
– Godrej Aer Click (Lifestyle:outdoor oriented)



TARGETING
GCPL has a widespread distribution network across India. It makes sales in both
urban and rural markets, enabling it to benefit from the opportunities in both segments. It has
a sales team of over 250 staff spread across the country. It has a network of 33 C&F agents. It
had 1,273 distributors, 142 super stockists and 3,175 sub stockists to support the sales team in
India. Its distributors and sub stockists cover around 650,000 retailers in India. GCPL has
linked its major distributors in India through a system called „Sampark‟, a collaborative
planning, forecasting and replenishment system with its ERP system leading to reduced
inventory levels.

Present target : e-commerce
„e-commerce expected to generate sales worth Rs 200 crore in the next two years‟.



POSITIONING
ATTRIBUTE POSITIONING ( special cloth wash )
- Godrej Ezee
forspecial clothes and delicate garments like woolens, silks, baby clothes,
wool blends, premium cottons, lingerie etc

USER POSITIONING ( Godrej aer, designer car fragrances )
- Godrej aer – Twist
forelite cars, flows in smooth sea like breeze and fragrance

14. 14

BENEFIT POSITIONING ( Good Knight, mosquito killer )
- Good Knight Advanced
double power “Activ+ System” for Refill, Advanced “Low Smoke” alternative
in coils and a “pleasant experience” aerosol.

- Good Knight Naturals
blend of active and exotic natural ingredients that lends reassurance of safety.

COMPETITOR POSITIONING ( Edge, slimmest collection of watches )
- Cinthol
“Alive is awesome!”, brings in the ultimate freshness, positioned against
LUXand NIRMA.

QUALITY OR PRICE POSITIONING ( Sonata, „quality in woolen fabric wash‟ )
- Genteel
specialises in woollen fabric care washing.
• Genteel Liquid detergent (mild wash)
• Genteel Washomatic (machine wash)

Competition
• In soaps, LUX & LIFEBUOY - HUL and NIRMA – NIRMA.
• In hair colours, BLACK ROSE, SUPER VASMOL&L‟Oreal.
• In shaving creams, GILLETTE, PALMOLIVE&OLD SPICE.
• In talcum powders, PONDS – HUL and DENIM.
• In liquid detergents, Ezee& Genteel of GCPL competes with SAFEWASH – WIPRO
and SURF EXCEL- HUL.

15. 15

RECENT TRENDS
• GCPL's 'Research and Product Development' departments focus on developing new
products, standardising new analytical methods and finding cheaper and more
abundant alternatives to key raw materials.
• Through this research and development centre, GCPL continuously interact with
consumers to obtain feedback on its products and information obtained is leveraged to
complement new product development activities.