MARKETING MIX OFGODREJ CONSUMER PRODUCTS

LTD.

PRESENTED BY:*Geetanjali Bangera

(5)*Sanjay Bhatia

(6)*Shrutika Bhosale

(7)*Manasi Vichare

(59)*Papathi Yadav

(60)*Rohit Verma

(58)

GODREJ GROUP*In 1897, Ardeshir Godrej gave up Law and turned to lock making.

Brother Pirojsha Godrej carried it further and laid the foundation for the sprawling industrial garden township called Pirojshanagar.*Evolved into one of the largest and the oldest conglomerates

based in Mumbai, India.*One of India’s most trusted brand, Godrej enjoys the patronage

and trust of around 500 million Indians every single day.*Seven major companies - with interests in Real Estate, FMCG,

Industrial Engineering, Appliances, Furniture, Security, Agri care among others – contribute to group turnover of over 3.3 billion $*Present in more than 60 countries, 26% of their business is done

internationally.*In 1944 Mumbai dock’s blast, Godrej safes were the only

security equipment whose contents were unharmed.

*Godrej Consumer Products Ltd (GCPL) is a major player in the Indian FMCG market.*GoodKnight, Cinthol, Godrej No. 1, Expert, Nupur, aer, Hit,

Fairglow, Ezee and Protekt are household names across the country.*They are one of the largest marketers of toilet soaps in the

country and are also leaders in hair colours and household insecticides.*Mission : to continuously enhance the quality of life of

consumers in high-growth markets with superior-quality and affordable home care, personal care and hygiene products.*First company in the world to develop the technology to

manufacture soaps with vegetable oils.

GODREJ CONSUMER PRODUCTS

BOARD OF DIRECTORSAdi Godrej

Chairman - Godrej Group

Vivek GambhirMD (GCPL)

Nisaba GodrejExecutive Director

(GCPL)

Nadir GodrejMD (Godrej Industries)

Chairman - Godrej Agrovet

TIMELINE* 1897 Ardeshir Godrej hires out a small shed beside the

Bombay Gas Works in Lalbaug for Rs20/month and starts manufacturing padlocks.* 1918 Introduces Chavi Bar (washing soap).* 1928 Godrej Soaps Ltd. is incorporated as a company. It

has a factory at Byculla Bridge, Bombay.* 1932 Godrej & Boyce Mfg. Co. Pvt. Ltd incorporated with

limited liability on 3 March under the Indian Compromise Act 1913.* 1951 Launches Cinthol soap.* 1952 Godrej introduces liquid soap.* 1965 Godrej Soap’s factory starts operations.* 1995 Transelektra Domestic Products forges a strategic

alliance with SaraLee. Also acquires the Jet and Banish brands.

* 2001 Godrej Soaps Ltd demerges into Godrej Industries Ltd & Godrej Consumer Products Ltd.* 2004 - Godrej HiCare Limited set up to provide a Safe

Healthy Environment to customers by providing professional pest management services.* 2005 Godrej Consumer Products acquires Keyline

Brands Ltd, a personal care company in the UK.* 2006 Godrej Beverages & Foods Ltd acquires Nutrine,

the market leader in confectionery in India.* 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.

MARKETING MIX

PRODUCTS

HOME CARE

*Good Knight: Good Knight is the only fully entrenched brand in HI with significant presence in all the formats. It grew launching Mats followed by Liquid Vaporisers, coils, lotions and aerosols.

*There is a stark difference between Good Knight and other brands in this category. Every other brand talks of killing mosquitoes; Good Knight feels it simply needs to state that it protects against them.

*This non-violence, in a manner of speaking, is at the heart of its brand values. The brand sees itself as a safe, gentle, effective, dependable and unobtrusive protector in complete harmony with the housewife – and her home. 

*Good Knight Advanced – promises to give technologically advanced solutions overcoming the key format barriers with products like double power “Activ+ System” for Refill, Advanced “Low Smoke” alternative in coils and a “pleasant experience” aerosol.*Good Knight Naturals – Promises to tackle consumer

concern of safety. It achieves this through the products which has a blend of active and exotic natural ingredients that lends reassurance of safety.*Good Knight base range – the above two platforms will add

to the already existing “care” imagery of the brand.

*It further created stronger consumer connect by humanizing the brand values through carefully chosen brand ambassadors. Actress Rani Mukherjee and now Vidya Balan were selected on the basis of the researched fact that they epitomised dynamism, warmth and caring – values that the modern Indian housewife empathised with and Good Knight stands for.

*Good Knight Care Range

*Good Knight Silver Mats:*Market leader with 75 % share*Pioneer in Mats

*Good Knight Coils*Only coil with fragrance*Largest selling 12-hr coil in the country

*Good Knight Silver Power*Widest range of Refills and Machines*Silver wick for consistent release of active*Fastest growing refills brand

*Good Night Advanced Range

*Good Knight Advanced Activ Plus*Product of Year – 2009, in Household Insecticide category*Has dual mode, Normal Mode for normal mosquito

problem, Activ + Mode for heavy mosquito infestation*Good Knight Advanced Mosquito and Flies Spray*Superior product that has advanced filters to reduce

harsh particles*Leaves a pleasant fragrance after use

*Good Knight Advanced Low Smoke Coils*World's 1st low smoke coil that offers 80% less smoke

and is 25% more effective

*Good Knight Naturals*Good Knight Naturals Mosquito repellent cream

*The only mosquito repellent cream with moisturizing and skin care benefits*Enriched with Natural ingredients like Tulsi &

Lavender*A Product from the trusted house of Good Knight

*JET Brand is the regional jewel ( Andhra Pradesh & Madhya Pradesh) with more than 60% Market Share in coils.

*HIT RUNNING SOME INNOVATIVE CAMPAIGNS ACROSS MEDIA PLATFORMS FOR NEW PRODUCTS

PERSONAL CARE

*Cinthol*Shower Gel*Soaps*Talcum Powder*Deo Spray

*Godrej Protekt*Godrej Shaving Cream*Godrej FairGlow*Godrej No.1

*In 1918, Godrej went against the tide of Raj, and launched the first soap in the world to be made without animal fat. They scored for not only Ahimsa but also Swadeshi. Decades down the line, people love Cinthol because it cleans up scruffy and has that sweet citrus scent.

* Cinthol fortifies its presence in personal care category with all new packaging and launch of shower gel.

* Aims to capture young and vibrant India and tap new markets.* Cinthol fortifies its presence in the personal care category with the

launch of shower gels.* Launches a high decibel, innovative, youth centric campaign ‘Alive Is

Awesome’

* October 13th , 2012 Mumbai: Cinthol, the 60 year old flagship brand from the stable of GCPL announced the shift in brand positioning, in line with the aspirational ethos of the young Indian consumer. Along with the new packaging and fresh look the Cinthol brand portfolio has also added a range of shower gels to its kitty to cater to vibrant, energetic and young India.

*The launch will be supported by an extensive 360 degree communication campaign, beginning with a delightful new television commercial. In addition, it will also be supported by a digital media promotion and on ground consumer initiatives.

*Cinthol soaps will now be available in 5 variants - Lime, Cool, Deo, Strong and Original. All 5 have premium and fresh fragrances reinforced with deodorant properties into it.

*All soaps are ergonomically designed and offer premium fresh fragrances.* Lime and original variant have been retained but

formulation has been improved.* Lime soap is priced at Rs 79 , 125 gms, pack of three

*The range of deodorants are Play, Dive, Energy, Intense and Ignite. All deos now have premium and intense masculine fragrances and have superior retention through the day. * A problem that all deo users in the country face today is

of skin irritation. These new deodorants come with a superior non-alcoholic formulation that will keep skin safe.* Integrated cap for convenient use.* The deodorant is priced at Rs 175

*Cinthol has also entered the shower gel category with introduction of four variants - Intense, Energy, Play and Splash. The premium international fragrances and innovative design of the products will offer a unique grooming experience to the consumers.*The formulation of the shower gel is such that it is non

sticky and can be used without the loofah. * The shower gel is priced at Rs 150

*Godrej FairGlow

*FairGlow was launched in 1999 as India's first fairness soap, and is today India's largest selling fairness soap. It is the only toilet soap in the Indian FMCG market that is designed to give lighter, fairer skin, something that even leading beauty soaps are not designed to do.*Godrej FairGlow has been relaunched in Dec'10 with an

attractive new packaging and a beautiful moon crest shape.*It also has the unique Fairness + Proteins formula that

enables it to deliver on its promise of fairer skin, simply through a daily bath.

*Godrej No.1

*India’s largest-selling Grade 1 soap brand is known all over India for its economical price and wide variety of use.*GCPL is second largest marketers of toilet soaps in the India

with leading brands such as Cinthol, Fairglow and Godrej No 1.*Godrej No. 1 is now the No. 3 brand by value and volume

market share.*Company’s current sales growth from soap segment grew at

20% and it plans to expand revenues by 10 times by year 2020.

*Market Share of Godrej No 1 Soap

0

10

20

30

40

50 45%

10% 8% 7% 4% 3%

13%

Market Share - Soap

Brand that was just 25 crore in year 2001 to a brand that’s turnover touched almost 500 crore in 2009, it has been a long journey.

*Pricing*The main USP of Godrej products is that it brings

together variants available only at higher end range within the reach of common man. Apart from new consumer friendly shapes and packaging, the new-look variants have added ingredients like natural oils, which are good for the skin.*The low price points of Rs 5, Rs 10 and Rs 50 for a

pack of four are critical for the brand, especially in regions characterised by low per capita income.*Promotion*Godrej No 1 marketing strategy is below the line

promotion and has used the 3+1 sale trick over the years.

*Godrej No1 never worked on fancy promotion budget.*‘Word Of Mouth’ publicity had been the major tool used

by brand over the years.*The brand has always had a different marketing strategy

for Areas like Punjab (maximum sales) and rest of India. In year 2005, the brand hired TV Star Mona Singh for its campaigning in Punjab where the soap is a market leader and holds 20% of the soap market.*The Rose variant ad starring Isha Sharvani was one the

most watched ad of 2012.

*Packaging*87 year old Soap Brand Godrej no 1 decided on focusing

its packaging only after late 1980’s, when brands huge and unattractive size began impacting the sales.*Presently the brand has different and attractive

packaging for its entire variant, and is the only Soap brand which focuses exclusively on using a Women’s face on its soap jacket.*Distribution*Godrej No1 was a brand was considered to be very weak

in rural areas and was a brand leader only in Punjab.*However the brand changed its distribution strategy and

roped in 4000 sub stockist and 1250 distributors. At present, the soap is available in 2 million shops and 25000 villages in India.

HAIR CARE

* In 1986 Rahul, a chronically single young man with grey hair bought a pack of Godrej hair dye, coloured his follicles, and went on a date. After being serially rejected by 967 women, he got lucky. Now he’s married, with a son in school.*Of course, many people don’t believe in marriage and prefer to be single,

in which case, stay away from our hair dyes, 7000,000 numbers of which are sold daily.

*Godrej Expert

*Beloved brand of 4 crore happy users*Hair colour that won't drip*First time ever a powder hair color that forms a gel*Largest selling hair colour in India

AIR CARE

*Godrej enters the air care category with a premium offering

* July 09, 2012 Delhi: ‘aer’, a premium air care innovation for cars and homes will be available across major cities in the country.

*Positioned as a delightful and quirky brand, aer aims to bring alive consumer experiences to enhance their personal space, either at home or in the car.

*Air care is an exciting category which has been witnessing growth in excess of 20% per annum. The growth in the air care category has been driven by an increasing consciousness amongst consumers to enhance their lifestyle and personal image.

*New air freshener product targeting smokers

*Global footprint:*Recently acquired 60% rights in Cosmetica Nacional, a

Chilean hair colour company.*Acquisitions in West Africa, the Megasari Group, a

leading household care company in Indonesia and Issue Group and Argencos, two leading hair colorant companies in Argentina, Keyline Brands in the United Kingdom, and Godrej Global Mideast FZE.*Owns international brands and trademarks in Asia (ex.

India), Latam, Africa, Europe, Australia, Canada and the Middle East.*Enjoys 80% share in the ethnic hair colour market in

South Africa by acquisition of the pan-African Darling Group, and Rapidol and Kinky.

ACROSS THE GLOBE

*INDONESIA*Sales growth led by *Continuous marketing investments *New product launches *Distribution expansion

*Healthy response to new product launches under Mitu brand.

*New product launches under Stella driving market share gains.

*AFRICA*Business presence in South Africa,

Mozambique, Nigeria and Kenya across hair extensions, hair colours, household insecticides and personal wash category.

*Wet hair care products such as braiding cream, hair creams, hair nourishers launched in Kenya.

*New COOs hired in Nigeria and South Africa to succeed leadership of Darling businesses in respective countries.

*UK

*Healthy growth rates aided by very strong organic growth and Soft and Gentle integration.*Good summer season positively impacting sales

growth.*Active media and trade investments in Soft and

Gentle brand to boost up the brand’s equity.

GCPL Performance Update Q1 FY14 Aug 3, 2013

Future Plans*By 2020, GCPL aspires to be a $5 billion company from a $1.2

billion company today.

*First biggest priority is retain and extend leadership.*Second is innovation, accelerating the pipeline.*Third is getting the systems, technologies in place.

*Their rural reach three years ago was 35,000 villages, and it is now is 50,000 villages. It will increase it to 70,000 villages in another three years.*It is concentrating on a ‘3x3 strategy’ to penetrate deeper into

Asia, Africa and South America, with three product segments—personal wash, hair care and insecticides. *Their strategy always have been to focus on developing

countries, because they have high populations.

Thank you