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    Godrej

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    Mohan Singh Sikarwar
    This presentation provides an overview of Godrej Consumer Products. It discusses that Godrej Group was founded in 1897 in Mumbai and has interests in real estate, FMCG, appliances, furniture and more. Godrej is known for innovation and introducing India's first products across various categories. The presentation highlights the successful brands of Godrej like soap, refrigerators, Cinthol talc, and hair dye. It also briefly discusses one failed brand, Ganga soap, which was positioned around religious beliefs but did not have sustainable differentiation over time.

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    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    Godrej

    Uploaded by

    Mohan Singh Sikarwar
    417 views19 pages
    This presentation provides an overview of Godrej Consumer Products. It discusses that Godrej Group was founded in 1897 in Mumbai and has interests in real estate, FMCG, appliances, furniture and more. Godrej is known for innovation and introducing India's first products across various categories. The presentation highlights the successful brands of Godrej like soap, refrigerators, Cinthol talc, and hair dye. It also briefly discusses one failed brand, Ganga soap, which was positioned around religious beliefs but did not have sustainable differentiation over time.

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    This presentation provides an overview of Godrej Consumer Products. It discusses that Godrej Group was founded in 1897 in Mumbai and has interests in real estate, FMCG, appliances, furniture and more. Godrej is known for innovation and introducing India's first products across various categories. The presentation highlights the successful brands of Godrej like soap, refrigerators, Cinthol talc, and hair dye. It also briefly discusses one failed brand, Ganga soap, which was positioned around religious beliefs but did not have sustainable differentiation over time.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    417 views19 pages

    Godrej

    Uploaded by

    Mohan Singh Sikarwar
    This presentation provides an overview of Godrej Consumer Products. It discusses that Godrej Group was founded in 1897 in Mumbai and has interests in real estate, FMCG, appliances, furniture and more. Godrej is known for innovation and introducing India's first products across various categories. The presentation highlights the successful brands of Godrej like soap, refrigerators, Cinthol talc, and hair dye. It also briefly discusses one failed brand, Ganga soap, which was positioned around religious beliefs but did not have sustainable differentiation over time.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 19

    Presentation on

    Godrej Consumer Durable Product

    Amity Business School

    Submitted to : Ms. Sunetra Saha

    Submitted by: Pawan Rai Pawan Thakur Ajey Singh Rathore Mohan Singh Sikarwar

    Godrej Group

    Amity Business School

    Godrej Group is an Indian conglomerate headquartered in Mumbai, India. It was founded by Ardeshir Godrej and Pirojsha Godrej in 1897, Lalbaug, Mumbai. It has presence in seven major companies with interests in real estate, FMCG, industrial engineering, appliances, furniture, security and agri care to name a few its turnover crosses 3.3 billion dollars. Adi Godrej is the current Chairman of the Godrej Group. Godrej & Boyce Mfg. Co. Ltd. is headed by Mr. Jamshyd Godrej. The Group revenue was approximately US$ 1.7 billion in financial year 06/07. Godrej Locks is the flagship company of the group. The Godrej group can be broadly divided into two major holding companies, working independently: Godrej Industries Ltd Godrej & Boyce Mfg. Co. Ltd.

    VALUES OF GODREJAmity Business


    School

    Commitment to Quality Customer Orientation Dedication & Commitment Discipline Honesty & Integrity Learning Organization Openness & Transparency Respect/Care & Concern for People Teamwork Trust

    Godrej Appliances
    REFRIGER ATOR A.C W A SHING MACHINE

    Amity Business School

    MICROWAV E OV EN

    Frost Free Direct Cool

    Split A C Window A C

    Fully Automatic Semi Automatic

    Convection Grill & Combination Solo Steam

    We continue moving forward . Not just with Refrigerators ,also Washing Machines ,Air Conditioners , Microwave Ovens, DVD Players and Televisions. And more.

    Area of business

    Amity Business School

    Innovation in GodrejAmity Business


    School
    Introduced first lock with lever technology Anchor brand Introduced first Indian safe in 1902 First company to manufacture soaps from Vegetable oil in 1930, which was later followed by other FMCG players. It manufactured Alpha Olefins from Olechemicals instead of from Petrochemicals. Introduced mechanical typewriters in India in 1955 and electronic typewriters in 1985. First organized business house to enter into the material storage solutions in 1956. First Indian company to manufacture refrigerators in 1958. First to introduce Poly Urethane Technology in India in 1957 First company in India to manufacture high pressure doors for Marine applications. Its brands in the insecticide market Good Night, Hit and Jet are one of most well established/organized brands in this sector.

    Ansoffs Product-Market Grid


    Current products
    Mkt penetration strategy

    Amity Business School

    New products

    Current Mkts

    Product development strategy

    New Mkts

    Mkt development strategy

    Diversification strategy

    Amity Business School

    Successful Brands of Godrej

    1.Soap industry Godrej no.1

    Amity Business School

    Bubbling Indian Soap Industry Godrej No.1 from the Verge of Extinction to Extension Godrej No.1 Back with a Bang The Strategy Qualit(y)ative Promotion Customised Segmentation: A New Strategy in the Making. Neo Promotional Strategies Soap without a Woman's Face. Godrej No.1's Success Tapping the Untapped Markets. Redefining the Distribution Strategies with a Cutting Edge

    2. Refrigerator industry

    Amity Business School

    EON range of refrigerators. Market share within three months grew by 4 per cent to a 16 per cent at present in frost-free refrigerator category Contributing 30 per cent of the company's total revenues, even though it costs five to 30 per cent more than rival brands From 'Penta Cool' it moved on to introduce the 'cool shower technology' in its high-end refrigerators, that took into account the Indian habit of overstuffing them.

    3. Cinthol

    Amity Business School Cinthol commands a turnover of Rs 1.05 billion (2010/11) with a market share of 2.5% by value(Source: ACNielsen - RSA 2011).It is the largest soap marketer in India after HLL and NIRMA. The Cinthol brand has carved out a consumer base of more than 17 million users The evolution of the products had been carried out on the basis of the attributes of the soap. Initially, Cinthol was just a deodorant soap but later effort to made to inculcate fragrance. This was also due to the effort in positioning the brand from a just-for-males brand to a family soap

    Amity Business School

    The company has extended the brand cinthol into the following products: Bathing soaps, Deodorants, Body talc and Cleansing gel. Current product portfolio is : Cinthol Regular, Cinthol International Lime, Cinthol International Spice, Cinthol International Cologne, Cinthol Skin Fresh, Cinthol Lime Fresh, Cinthol Skin Stimulating Deo Soap Cinthol deo-sport soaps which are of 3types, themselves

    4. Hair Dye

    Amity Business School

    Godrej Powder Hair Dye, the flagship brand of Godrej Consumer Products has also won recognition in places other than the market. Godrej was one of the early pioneers in the hair colourants category. When Godrej Powder Hair Dye was relaunched as Godrej Expert Powder Hair Dye it carried with it the promise of a much-needed product innovation. Godrej is a symbol of trust, uncompromising quality and time honoured values.

    Amity Business School

    Godrej Expert Powder Hair Dye is the largest selling hair dye in the world. 8 sachets of Godrej Expert are purchased every second If all the sachets of Godrej Expert sold in 2008 were lined up together they would stretch 14,000 kilometres enough to go around Indias land and see borders Godrej Expert Powder Hair Dye outsells its nearest competitor, two to one. Three out of every four outlet in India stocking any hair colour sell Godrej Expert Powder Hair

    5 . Godrej Security Amity Business School Systems


    Godrej Security Solutions (GSS) which has come a long way from selling iron safes and locks, is trying to work around this head-in-the-sand syndrome with a new campaign for its range of CCTV cameras, video door locks and safes. It had spent the last three years in creating awareness about the category of sophisticated home security solutions but with a key difference. The TVCs in the new campaign, slated to launch this month, says musibat chahe kabhi bhi aye, darna kaisa (There is nothing to fear, no matter when danger strikes). GSS sales had grown 50 per cent on the back of the previous campaign, according to Pithawalla. The home security retail business clocked Rs 65 crore last year, 10 per cent of the total revenue of GSS (rest is from its B2B practice). To bolster the positioning, online games, activations in malls, hoardings and print ads would follow the TVCs to talk about products that are priced in the Rs 4,000-Rs 50,000.

    Amity Business School

    Failed brands

    Ganga Soap

    Amity Business School

    Ganga soap was launched with much fanfare in 1993. The soap was positioned on the religious platform and was claimed to be made of water from the river Ganges. The brand was promoted heavily and even had the film stars like Govinda endorsing it. the tagline " Now bath in Ganga" very directly puts the soap in a religious platform. Ganga is a brand that could survived as a small niche.

    Reason of being failed

    Amity Business School

    The primary reason why the brand failed was that the differentiation was not sustainable over time. There is a clear divide between religion and products. After it was re-launched by Godrej again in 1997 it was named as Doodh Ganga. funny element is that although Hindus revere the Ganges, people are aware that the river is the most polluted one. Hence there were consumer buzz that using a soap made from such water may be dangerous. Sensing this consumer talk, Godrej had to tell that the water was taken from places near the origin of Ganges hence not polluted. Godrej could have positioned the product on the basis if Purity and Gentleness like the Pears Soap. The can show the use of Water from Ganga to reinforce the positioning. But the religious platform failed miserably.

    Amity Business School

    THANK YOU

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