Office address:

Godrej Household Products Bangladesh (Pvt.) Ltd.

HB Tower ( Level-5 ), House No. 1A,
Road No. 23, Gulshan-1,
Dhaka 1212 Bangladesh.

Mission: Enriching quality of life everyday and everywhere.

Vision: Godrej in every home and every work place.
Core Values:

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

General information about Godrej Household Products Bangladesh (Pvt.)

Ltd. (GHPBL):
Godrej Household Products Bangladesh (Pvt.) Ltd. is an India based company, involved in
various industries that include Cosmetics and Detergents, Mosquito Repellents, Soap etc. It is a
sister concern of the Godrej group, which has its headquarter in Mubmai, India.

Brands of Godrej operating in Bangladesh:

Product Range and Revenue Percent:

Product range of Godrej

Detergent
Personal Production
Beverages
Oils and Fats
Food
Soaps
Others

SWOT Analysis:
Strengths:
The Company has wide range of product line.
The management is trained and efficient & the network of service centers is good in all states.
The Company has got wide range of branches within the country.
Robust manufacturing and Supply Chain competencies.
Sophisticated IT connectivity with distributors.
Well-developed R&D capabilities
Huge distribution Network.
Weaknesses:
The Company does not go for advertising, which is one of the biggest disadvantage of Godrej.
Its emphasis more on the advertising of office automation & prima division.
The company is focusing many security products at a same time.
The effective selling schemes are not available like payment on installments.
Gifts not being so attractive. Most of the dealers prefer other companies appliances.
Opportunities:
Increase consumer offers.
Huge market share.

Threats:
Strong competition.
Products are not unique.
Lot of branding done by other competitors.

Segmentation, Targeting & Positioning Of Godrej Household Products

Bangladesh (Pvt.) Limited:
Segmentation:

Godrej has segmented the market on the basis of the following variables: Demographic
(age and social class), Psychographic (lifestyle and personality), Behavioral (benefits
and occasions), Geographical (region)

The first consisted of the home care segment where consumers were buying well
established brands such as Good Knight, HIT & JET in basket.

The next segment consisted of Personal Wash, one of Godrej's oldest business
divisions,consumers who preferred sanity, fairness.

The third segment consisted of Hair care spread. Here consumers look for hair colour,
hair dye, mehendi & hair oil products.

The next segment consisted of Air care, one of Godrej's latest business divisions,
consumers who preferred designer car and home fragrances.

DEMOGRAPHIC

Age: 6-11, 12-19, 20-34, 35-49, 50-64, 65+

Gender: Male, Female
Occupation: Professionals, Retired, Students, Homemakers, Sportsmen
Social Class: Working Class, Middle Class, Upper Middle Class, Lower Upper, Upper Uppers

PSYCHOGRAPHIC

Lifestyle: Culture- Oriented, Safety- Oriented, Outdoor- Oriented

Personality: Gregarious, Ambitious

GEOGRAPHIC

Location based : different states, cities.

Region based : Rural, Urban, semi-urban.

Segmentation:

Home care (Psychographic)

Good knight (Safety oriented)

Hit (Safety oriented)

Jet - Geographic (Andhra Pradesh & Madhya Pradesh)

Ezee (Lifestyle:culture oriented)

Genteel (Lifestyle:culture oriented)

Godrej Dish wash (Safety oriented)

Personal wash (Psychographic)

Cinthol (Lifestyle:culture oriented)

Protekt (Safety oriented)

Godrej No.1 (Lifestyle culture oriented)

Fairglow (Lifestyle culture oriented)

Vigil (Lifestyle culture oriented)

Crowning Glory (Lifestyle culture oriented)

Shikhakai (Lifestyle culture oriented)

Swastik (Lifestyle culture oriented)

Godrej Shaving Cream (Lifestyle outdoor oriented)

Hair care (Psychographic)

Godrej Expert (Lifestyle:outdoor oriented)

Renew (Lifestyle:outdoor oriented)

Colour soft (Lifestyle:outdoor oriented)

Nupur (Lifestyle:culture oriented)

Kesh Kala (Lifestyle:culture oriented)

Kali Mehandi (Lifestyle:culture oriented)

Anoop Hair oil (Lifestyle:culture oriented)

Air care

Godrej Aer Twist (Lifestyle:outdoor oriented)

Godrej Aer Spray (Lifestyle:outdoor oriented)

Godrej Aer Click (Lifestyle:outdoor oriented)

Targeting:
Godrej has a widespread distribution network across Bangladesh. It makes sales in both
urban and rural markets, enabling it to benefit from the opportunities in both segments. Godrej
has linked its major distributors in Bangladesh through a system called Sampark, a collaborative
planning, forecasting and replenishment system with its ERP system leading to reduced inventory
levels.

Positioning:

ATTRIBUTE POSITIONING ( special cloth wash )

-

Godrej Ezee
For special clothes and delicate garments like woolens, silks, baby clothes, wool
blends, premium cottons, lingerie etc

USER POSITIONING ( Godrej aer, designer car fragrances )

-

Godrej aer Twist

forelite cars, flows in smooth sea like breeze and fragrance

BENEFIT POSITIONING ( Good Knight, mosquito killer )

Good Knight Advanced

double power Activ+ System for Refill, Advanced Low Smoke

alternative in coils and a pleasant experience aerosol.

Good Knight Naturals

blend of active and exotic natural ingredients that lends reassurance of

safety.

COMPETITOR POSITIONING ( Edge, slimmest collection of watches )

-

Cinthol
Alive is awesome!, brings in the ultimate freshness, positioned against LUXand
NIRMA.

QUALITY OR PRICE POSITIONING ( Sonata, quality in woolen fabric wash )

-

Genteel
specialises in woollen fabric care washing.

Genteel Liquid detergent (mild wash)

Genteel Washomatic (machine wash)

Competitors in the market:

In soaps, LUX & LIFEBUOY - HUL and NIRMA NIRMA.

In hair colours, BLACK ROSE, SUPER VASMOL & LOreal.

In shaving creams, GILLETTE, PALMOLIVE & OLD SPICE.

In talcum powders, PONDS HUL and DENIM.

In liquid detergents, Ezee & Genteel of GODREJ competes with SAFEWASH WIPRO
and SURF EXCEL- HUL.

Strategies followed for rural marketing:

Client and location specific promotion
Joint or cooperative promotion..
Bundling of inputs
Management of demand
Developmental marketing
Unique selling proposition (USP)
Extension services
Business ethics
Partnership for sustainability.

Godrej Household Products Bangladesh (Pvt.) Ltd. - Competitive edge:

Quality Policy
Value for money product
Distribution network
Brand image
Promotional edge
Innovation strategy
Strong product line

Future Vision of Godrej Household Products Bangladesh (Pvt.) Ltd.:

Vision to reach in next 10 years

Grow 10 times in the next 10 years

Be one of the most trusted and innovative

brands operating in Bangladesh
Foster an inspiring place to work
Create Shared value through Godrej Good &
Green.

HR Imperatives

Provide strong leadership and global

talent from within Godrej
Cost efficiency
Integrate acquisition
Have an authentic and edgy employer brand
Build the culture around the capability factors
of Godrej.

References:
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http://www.godrej.com/
http://www.slideshare.net/amrit22/final-seminar-5236784?related=3
http://www.slideshare.net/aryanparmar81/project-report-on-goodrej
http://www.slideshare.net/vparakhiya/godrej-company
http://www.slideshare.net/abhineetdas300487/godrej-summer-training