*Godrej: Diversified presenceFMCG
Real Estate, Construction & Furniture
Batteries & Chemicals
Electronics Appliances & Electricals
Locks & Security systems
Various Engineering Solutions
*Personal Care & Beauty Segment
Market Share in Personal and Beauty Care Segment 2009 2010 2011 2012 2013 2014Godrej Group
12515.2 (4.1%)
14904.1 (4.3%)
17857.2 (4.3%)
20251.6 (4.2%)
23772 (4.2%)
25919.8 (3.9%)
Total 304795.2 347854.7 414056.6
487574.6 571902.6 656795.9
2009 2010 2011 2012 2013 20140
100000
200000
300000
400000
500000
600000
700000 Godrej Market Share
Godrej Group TotalYear
*Cinthol Revenue Share in Godrej
2009 2010 2011 2012 2013 20140
100000
200000
300000
400000
500000
600000
700000
Godrej Group Total
Source:
*Growth Scenario
2010 2011 2012 2013 20140
5
10
15
20
25
Cinthol
Godrej Group
Total
• Personal and Beauty care segment has been growth at slow rate in the last 4 years.
• Godrej personal care has trends similar to the overall industry growth rate.
• Even though Godrej was fallen significantly, Cinthol’s growth rate is sustained.
Source:
Product offerings:
• Germ Protection• Deodorized• Quality of Soap
• >75% TFM, Grade 1• Use of Vegetable oil, instead of
Animal Fat
Function Benefits
:
• Individuality• Refreshing experience• Mood uplifting: Jovial, Fun loving• Confidence boasting
Emotional
Benefits:
Source:
*Segmentation
Demographic• Gender: Mostly
male• Age: 16-35 yrs• Pricing-
Affordable (in-line with the market)
• Income – middle income group
Geographic• Targeting
urban as well as non-urban areas
• Also targeting international markets like Sri Lanka, Pakistan
Psychographic • Upper middle
– middle class
Behavioural• User Status:
Loyal customers to the 65 years old brand
• Benefits: Deodorized, trusted brand
Source:
*Target Segment
Youth
• Primary Segment • Looking for a refreshing experience • To match their fearless and cool dude image• https://www.youtube.com/watch?v=O-mISGNsd1M
Middle age
• Thriving• Deodorized• Confidence boasting
Family- housewiv
es
• Germ protection (functional)• https://www.youtube.com/watch?v=R_BFYwjGX-w
Source:
*PriceSoaps• Rs. 30-33/ Bar• Bundled Packs
on 10-15% Discount
• Similarly priced in comparison to others
Shower Gel• Rs. 150/ 200
ml• Priced less
than others
Talc• Rs. 99/ 300
gms• Priced lower
than its competitors
Deos• Rs. 175/ 150
ml• At par with
the market
Source:
*Place
Retailers:• Supermarkets• E-tailers• Small Retailers
Robust Supply Chain integrated with IT systems
Same reach in Urban as well as
non-urban market
Well entrenched and established
distribution network
Source:
*Promotion*New range of ads with tagline:
#AliveIsAwesome and catchy Jingles*Redesigned the promotional strategy to give
the brand a new appeal among the youth*New Brand Ambassador : Virat Kohli, Youth
Icon*Medium of promotion*TV Advertisements*Print Media *Online
https://www.youtube.com/watch?v=0D4WlDexCdc
*The ALIVE Bathing contest: People shared their bathing experiences in line with their #AliveisAwesome
Source:
*What does the brand say?
Brand Ambassador : Shahrukh KhanProduct : Soaphttps://www.youtube.com/watch?v=ohKVpqoqxoE Brand Ambassador : Hritik
RoshanProduct : Soap and extensionshttps://www.youtube.com/watch?v=oqHou4iHFZw
Evolution of communication strategy
Cinthol cool songProduct: Soap + Extensionshttps://www.youtube.com/watch?v=IG0sMgQL4G0
*What does the brand say?Cinthol Confidence
range of adshttps://www.youtube.com/watch?v=R_BFYwjGX-w
Deo Ad– A product specific adBrand Ambassador : Virat Kohlihttps://www.youtube.com/watch?v=CnrYHMXAJd8
*What does the brand say?Bathing experience
The Elephant Bathhttps://www.youtube.com/watch?v=840RTlPq0tw
Gangam style bath https://www.youtube.com/watch?v=iXhD9nci5Lw
The Waterfall bathhttps://www.youtube.com/watch?v=tZibuxYvLCo
Source:
* Consideration set of consumers
Soap bar
Liril 2000
Vivel
Park Avenue
Lifebouy
Dettol
Deodorant
Park Avenue
Axe
Adidas
Nivea
Shower Gel
Palmolive
Lux
Fiama Di Wills
Nivea
Talc
Ponds
Axe
Spinz
Nycil
Source:
*Competitive Frame of Reference
*Personal Care product line*Highly Competitive segment*Many competitors with varied offerings*Summer cool talc*Medicated talc*Perfume like Deos (Fogg)*Perfumes*Body washes of various kind*Aurvedic variants of soaps
Source:
*POP and POD*Points of Parity*Personal Care product*Cleansing
*Points of Differentiation*Energising & Refreshing experience*High Quality product made of vegetable oil
Crucial POD• The way they Position the brand• The ALIVE Bathing contest: People shared their bathing
experiences in line with their #AliveisAwesome
Source:
*Varied product categoriesSoaps, Deos, Shower gel, Talc
*Promotional campaign*#AliveisAwesome*All categories advertised together
*Crucial POD• The way they Position the brand• The ALIVE Bathing contest: People shared their
bathing experiences in line with their #AliveisAwesome
*Cinthol
Source:
*References:*http://cinthol.com/index.html*http://www.portal.euromonitor.com/portal/statistics/changemeasure*http://www.godrej.com/godrej/godrej/index.aspx?id=1*http://www.godrejcp.com/brands/personal-care/asia/cinthol.aspx*http://www.brandstrategy.in/*http://www.godrejcp.com/annual-reports.aspx