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SUBMITTED TO: PROF. BAISAKHI M.M
STUDY OBJECTIVE
To know about the different Consumer product varients and to study the
segmentation, targeting and positioning.
To know about the recent trends that Godrej has been using to promote their
Consumer Products in market.
COMPANY PROFILE
The Godrej Group is an Indian conglomerate headquartered in Mumbai, Maharashtra, India,
managed and largely owned by the Godrej family. It was founded by Ardeshir
Godrej and Pirojsha Godrej in 1897, and operates in sectors as diverse as real estate,
consumer products, industrial engineering, appliances, furniture, security and agricultural
products.[3] Subsidiaries and affiliated companies include Godrej Industries and its
subsidiaries Godrej Consumer Products, Godrej Agrovet, and Godrej Properties, as well as
the private holding company Godrej & Boyce.
Established in 1897 : Founders - Ardeshir Godrej, Pirojsha Godrej.
One of Indias most trusted brand, Godrej enjoys the patronage and trust of over
470 million Indians every single day for over 100 years.
7 major companies with interests in real estate, FMCG, industrial engineering,
appliances, furniture, security and agri care .
Turnover crosses 2.6 billion dollars.
Presence in more than 60 countries
Godrej Group
Type
Public
Industry
Conglomerate
Founded
1897[1]
Founder(s)
Ardeshir Godrej
Pirojsha Godrej
Headquarters
Area served
Worldwide
Key people
Products
Revenue
Employees
26,000 (2013)
Subsidiaries
Website
www.godrej.com
The Godrej Group was founded in 1897, and has since evolved into one of the largest and the
oldest conglomerates based in Mumbai, India, with a presence in varied industries, including
appliances, precision equipment, machine tools, furniture, healthcare, interior solutions, office
equipment, food-processing, security, materials handling and industrial storage solutions, construction
and information technology. The Group is headed by Adi Godrej and his brother in law and
cousin, Nadir Godrej and Jamshyd Godrej.
Traditionally, Vikhroli, a suburb to the Northeast of Mumbai has been Godrej's manufacturing
base, but increasingly the group has moved significant production facilities away from Mumbai. The
Godrej group also owns vast land in Vikhroli, occupying 3500 acres (14 km2) of land on both sides of
the Vikhroli section of the LBS marg. That makes the Godrej group the biggest private land owner in
Mumbai by far[citation needed]. Such vast land can, in theory, be used to create at least 1,500 acres (6.1 km2)
of residential floor space, which, at very modest rates (Rs.10000/sq ft), can be sold for USD 16
billion. Thus, the Godrej group is sitting on an invisible cashpile that is an envy of other Indian
conglomerates[citation needed].and were the biggest company and we call them go.
Timeline
1971- Godrej Agrovet Limited began as an Animal Feeds division of Godrej Soaps
1999 - Transelektra renamed Godrej Sara Lee Limited and incorporated Godrej
Infotech Ltd.
2001 - Godrej Consumer Products was formed as a result of the demerger of Godrej
Soaps Limited. Godrej Soaps renamed Godrej Industries Limited
2003 - Entered the BPO solutions and services space with Godrej Global Solutions
Limited
2006 - Foods business was merged with Godrej Tea and Godrej Tea renamed Godrej
Beverages & Foods Limited
2007 - Godrej Beverages & Foods Limited formed a JV with The Hershey Company
of North America and the company was renamed Godrej Hershey Foods & Beverages
Limited
2008 - Godrej relaunched itself with new colourful logo and a fresh identity music
2011 - Godrej & Boyce shuts down its typewriter manufacturing plant, the last in the
world.
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Type
Public
Traded as
NSE: GODREJCP
BSE: 532424
Industry
Consumer goods
Founded
2001
Headquarters
Area served
India
Key people
Products
Revenue
Net income
Employees
1,200 (2012)
Parent
Godrej Group
Subsidiaries
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Website
godrej.com
GCPL 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
PSYCHOGRAPHIC
GEOGRAPHIC
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SEGMENTATION
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Air care
Godrej Aer Twist (Lifestyle:outdoor oriented)
Godrej Aer Spray (Lifestyle:outdoor oriented)
Godrej Aer Click (Lifestyle:outdoor oriented)
TARGETING
GCPL has a widespread distribution network across India. It makes sales in both
urban and rural markets, enabling it to benefit from the opportunities in both segments. It has
a sales team of over 250 staff spread across the country. It has a network of 33 C&F agents. It
had 1,273 distributors, 142 super stockists and 3,175 sub stockists to support the sales team in
India. Its distributors and sub stockists cover around 650,000 retailers in India. GCPL has
linked its major distributors in India through a system called Sampark, a collaborative
planning, forecasting and replenishment system with its ERP system leading to reduced
inventory levels.
POSITIONING
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for elite cars, flows in smooth sea like breeze and fragrance
Competition
In liquid detergents, Ezee & Genteel of GCPL competes with SAFEWASH WIPRO
and SURF EXCEL- HUL.
RECENT TRENDS
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Through this research and development centre, GCPL continuously interact with
consumers to obtain feedback on its products and information obtained is leveraged to
complement new product development activities.
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