Beruflich Dokumente
Kultur Dokumente
Submitted by:
VISHRUTI KHANDELWAL
PGDM – 1.
2019-1705-0001-0033
Hyyh
TABLE OF CONTENTS
1. Sectoral Information
FMCG
India had the market size of US$353 billion in 2010which increased to US$543Billion in 2014 and is
estimated to grow till USD$99-135 Trillion by 2020.
Others, 23%
FMCG, 27%
Real Estate, 3%
Cons. Durables, 4%
Services, 4% Auto, 9%
Education, 5%
BFSI, 5% Ecommerce, 8%
Telecom, 6% Retail, 7%
Worldwide sectorial Contribution to World economy
India’s Contribution to global consumption is expected to get double to 5.8% by 2020.
120
103.7
100
80
60 52.75
42.8
40 31.6
20
0
2011 2014 2017 2020
FY18
45% Rural
55% Urban
PORTER’S FIVE FORCES MODEL
Godrej Consumer Products is a leading emerging markets company based in Mumbai. It is a 120-year-
old legacy built on the trust, integrity and respect for others. Today, Godrej Group enjoys the patronage
of 1.1 billion consumers globally, across different businesses.
Though the growth rate of GPCL were below historical averages and long- term potential, it
outperformed the markets in its core categories. The signs of recovery have been witnessed in the
FMCG industry. The company has delivered strong and profitable growth, despite the macroeconomic
challenges.
History
Ardeshir Godrej & Pirojsha Godrej founded the GPCL in 1897. It operates in sectors
as diverse as Real Estate, Consumer products, industrial engineering, appliances,
furniture and agricultural products. The consumer products business was part of
the erstwhile Godrej soaps Limited and was demerged into Godrej Consumer
Products Limited in April 2001.
Company Snapshot
Industry FMCG
Founded 2001
Approximately 23 percent of the promoter holding in the Godrej Group is held in trusts that invests in
the environment, health and education.
SHAREHOLDING SUMMARY
13%
5%
13%
69%
Market Share of the Company
Godrej Consumer products is expecting a 25% market share in Professional hair care market in
which it entered 2 years back.
The brand from the Godrej stable currently has miniscule market share and the space is
dominated by Loreal which has a near 70% market share in the salon space.
In 2018 the Revenue of Godrej Consumer Product was Rs. 5354.74 crores
At present, domestic sales contribute 53% of GPCL’s business and rest 47% towards
International Market.
FMCG major Godrej Consumer Products Ltd (GCPL) expects overseas market to account for
more than half of its total sales.
COLGATE 41704.92
DABUR 82080.12
EMAMI 14916.31
HUL 469233
Market Share(in %)
10.2
6.49
5.71
11.2
64
2.04
Hindustan Unilever
Johnson-Johnson 21.3%
PRODUCT PORTFOLIO
The products of GCPL range across home care, hair care and personal care- household
insecticides, hair color, liquid detergents, soaps and air fresheners, hair extensions, hair
care, personal wash, styling in mass and professional markets, skin care, sanitizers,
sun care and female deodorants. Godrej Consumer products is the leader in most of the
categories in the market and it is constantly innovating itself to create more superior
quality product at affordable prices.
Last 6-12 Months NEWS related to GCPL
FMCG major Godrej Consumer Products reported a marginal 0.63% rise in consolidated net profit to
Rs. 407.6 crore in the first quarter ended June 30.
2. Godrej Consumer’s CEO Vivek Gambhir highest paid FMCG honcho in FY19.
Godrej Consumer Products MD and CEO Vivek Gambhir was the highest paid FMCG executive in the
previous fiscal with a total remuneration of Rs. 20.09 crore, followed by HUL,s Sanjiv Mehta at Rs. 18.88
crore, as per the information available in Annual report of the company.
3. Godrej Consumer Products ropes in Anushka Sharma as brand ambassador for hair color brand.
GCPL has roped in Bollywood Star Anushka Sharma as the new face of its popular hair color brand
Godrej Expert Rich Crème. The move is in the line with the company’s vision to make the brand more
contemporary and relevant in consonance with today’s lifestyle while fulfilling the youth demand.
Godrej & Boyce confirmed that it would join an industry consortium being formed by the ISRO to build
workhouse rocket Polar Satellite Launch Vehicles (PSLVs) to send local and global satellites to space.
5. New moms on office tours get an extra ticket for the nanny
GCPL introduces a policy that allows new mothers to take a caregiver and children aged up to 1 year on
necessary work related travel.
6. GCPL launches Cinthol’s all new Men’s Grooming Range with a campaign “Alive Looks for
Awesome Men”.
Cinthol, a brand that has been leading for over 66 years, announced its foray into male grooming market
by launching 8 new variants for face, body, hair and beard applications
GCPL proclaimed that it has increased stake in two Mauritius based investment holding firms- Godrej
West Africa Holdings and Darling Trading Company- by 5% taking it to 95% each in both the companies.
Marketing Strategy
Semi-Urban
penetration is Increasing
The shine of hair limited which can competition
color is long lasting Launch of various
be a huge market from local
and the color does fashion shades
manufacturers,
not fade away. Basic hair shades Global expansion
available rather In rural India,
Built in moisture and international
than fashion Heena is
lock conditioner. presence
shades available preferred.
No irritation to with other Tie-up and start
skin and eyes. brands. of brand own hair
salons.
Available in seven
different shades
STP & Market Planning of GODREJ
• Age : 6-10,11-19,20-35,49-
65, 65+ Years
• Gender: Male, Female
• Occupation:
Demographic Professionals,retired
people,students.home-
makers, sportsperson
• Social class : Working class,
upper class, middle class
Segmentation
• Region Based: Rural, Urban,
Geographic semi-urban
• Location Based: PAN India
Marketing Mix
Marketing mix consists of 4 Components:
PRODUCT
PRICE
PLACE
PROMOTION