“Godrej Group”Marketing Strategy Presentation

Presented by:

Vrushal Sangvekar – 12107A0007

Nitish Lakhotia – 12107A0042

Godrej Group

• Godrej Group established in 1897.• Ardeshir Godrej, lawyer-turned-locksmith, founder of

Godrej.

Brand - Cinthol

• Segmentation:• Age Youth • Gender Both Male and

Female.• Personality and behaviour

based vibrant & energetic personality.

Target-Targeting choicesSegment

1Segment

2Segment3

Product 1

Product 2

Product 3

Targeting Strategy

• Cinthol Brand is targeting the youth market.

• Market Concentration – Targeting strategy.

• Concentrating Marketing Mix on youth segment only.

Crafting Brand

Positioning

Frame of Reference Cinthol Soap

Target Market Youth, unisex

Consumer Behaviour Price sensitive, vibrant & energetic personality

Nature of competition Direct competition from brands like Lux, Dove etc. Also competition is based on pricing and range of products.

Points of parity Body cleanser, dirt remover, body odour remover.

Points of difference Different fragrances, ergonomic shape, high TFM soaps with deodorant.

Reason to believe Reputation

Cinthol soap Positioning :- Freshness & lifestyle

BCG matrixGodrej SBU Leader/Follower Market Growth Relative Market

Share

Godrej Properties Leader 12% 3x

Godrej Consumer Products

Leader 10% 2x

Nature Basket Follower 9% .8x

Godrej Chemicals Leader 3% 4x

Godrej Agrovet Follower 12% .9x

Godrej & Boyce Leader 4% 5x

Godrej Infotech Follower -4% .2x

B C G Matrix

15

5

-55x

10.1x

A- Godrej Properties. B- Godrej Consumer products, C- Godrej Nature Basket, D-Godrej Chemicals, E-Godrej Agrovet, F- Godrej & Boyce, G-Godrej Infotech.

A

B

C

D

E

F

G

G E Matrix

Godrej SBU Size Growth Market Share Growth

Godrej Properties

XXL ↑↑ XL ↑↑

Godrej Consumer Products

XXL ↑↑ XL ↑

Nature Basket XL ↑ L ↑

Godrej Chemicals

XL ↑ XL ↔

Godrej Agrovet L ↑ L ↑↑

Godrej & Boyce

XXL ↑ XL ↑

Godrej Infotech L ↑ S ↓↓

Market Attractiveness-Industry Business Strength - Company

G E Matrix

A- Godrej Properties. B- Godrej Consumer products, C- Godrej Nature Basket, D-Godrej Chemicals, E-Godrej Agrovet, F- Godrej & Boyce, G-Godrej Infotech.

Business strength

Mar

ket a

ttra

ctive

ness

strong medium weak

high

med

ium

low

A

B

F

CD

E G

Ansoff product-market growth matrix

Cinthol Brand Existing Product New Product

Market Penetration Product development

Existing Market Cinthol Lime fresh launched as masculine brand – targeted male group. Played only in soap category.

Cinthol soap lime fresh and other different fragrances soap.Eg: Cinthol Deo, Cinthol Strong, cinthol cool, cinthol original

Market development

New Market Re launched itself targeting both male and female group.With the Campaign Alive is awesome.Entered different markets like Deodorant, Talcum Powder and shower Gel

references• https://www.iffxpress.com/xpress/na/xhome.nsf/0/83688E1B4D5787D480256CC900631457• http://

www.livemint.com/Query/V1eAlpSAzt0kHm6oBnOvDI/management.html?facet=subSection&page=1• http://

www.godrej.com/godrej/Godrej-ConsumerProducts/ourbrands.aspx?id=381&menuid=2290&catid=435&subcatid=529&subsubcatid=0&productid=0

• http://www.godrejandboyce.com/godrej/Construction/ourbusiness.aspx?id=8&menuid=774• http://www.youtube.com/results?search_query=godrej+group+new+ad&oq=godrej+group+new+ad&gs_l

=youtube.3...17953.25444.0.25850.19.15.0.4.4.0.176.2135.0j15.15.0...0.0...1ac.1.11.youtube.ONMX467_QY8

• http://articles.economictimes.indiatimes.com/2013-04-10/news/38405682_1_godrej-group-brand-ambassador-aamir-khan

• http://www.marketingteacher.com/lesson-store/lesson-ansoff.html• http://

www.business-standard.com/article/management/cinthol-refreshed-men-s-grooming-113091600985_1.html

• http://articles.economictimes.indiatimes.com/2004-02-13/news/27403146_1_soap-cinthol-brand-godrej-consumer-products

• http://www.dramitrangnekar.com/projects.php?catid=2&projid=3• http://www.moneycontrol.com/competition/godrejproperties/comparison/GP11#GP11