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•Estb in 1897
•Founder Ardeshir Godrej
•7major companies
•Turnover of $ 2.5 billion
•Present in 60 countries
Companies
•Godrej & Boyce
•Godrej Industries
•Godrej Properties
•Godrej Consumer Products
•Godrej Hershey
•Godrej Sara Lee
•Godrej agrovet
Other companies
•Godrej infotech
•Godrej Efacec automation &robotics
•Geometric
•International operations
About Sara Lee
•Global manufacturer and marketer of high quality
poducts.
Products include
Ambi Pur
Ballpark
Dauwe Egburb
Hillshire Farm
Kiwi
Jimmy Deam.
Businesses
•North America fresh bakery
•North America retail
•North America food service
•International bakery
•International beverage
•International household and body care
About Godrej Sara lee
•Joint venture between Godrej group, India and Sara Lee
Corporation, USA 49:51 shareholding respectively.
•market leader in the Indian household insecticides category
•dominant presence in the air care, shoe care and male hair
Care Categories
•strong brands like Good knight, HIT, Jet, Ambipur, Brylcreem
and Kiwi
Its manufacturing facilities are located in Pondicherry,Chennai, Guwahati, Meghalaya, Jammu and
Goa
•exports to 51 countries
•SAARC Countries and Southeast Asian region
•fullfledged operations in Sri Lanka and Bangladesh.
•stateofart research center based in Vikhroli, Mumba
Achievements
•Super Brand Award : Good knight ,Brylcreem.
•Good knight : No. 1 household care brand in “Brand
Equity” survey.
•Good knight : Featured as the 14th Most trusted brand
in “Brand Equity “ survey in FMCG industry.
•Bagged President’s Award from Sara Lee worldwide for its excellence in management and record
performance for 3 times in a row from 2000 to 2003.
Vision & mission
•We will
•Be among the largest two players in Asia (excluding
Japan) in Household Insecticides category.
•Build a profitable Rs. 100 crore aircare business in India.
•We shall achieve these objectives by
•Accelerating the growth and capturing dominant share in
Indian market.
•Actively pursuing overseas acquisition.
•Building operational excellence through the principles of
Theory of Constraints.
•Nurturing a high – performance high – values culture
Board of directors
•Adi Godrej Chairman, Godrej Group
•Nadir Godrej MD, Godrej industries
•Jamshyd N Godrej
•A Mahendran MD, GSLL
•Ooi Hun Chuan
•Gary Brown
•Vincent janssen
•Marc De Groen
Indian Market
•Leading household insecticide market after China.
•Worth of Rs 1600 crores
•Market leader Godrej Sara Lee 45%
Household Insecticide Industry
Divided into two catagories:
1. Insect repellent mat coil vaporizer, lotions, creams.
2. Insect killer aerosols, oil based sprays, baits, chalks.
•Insect problem in India95%
•Household penetration 16.5%
•Urban market share 84%
•Urban penetration is 6570%
•Rural penetration is 2530%
•India’s per capita usage of household insecticide is even less than smaller countries like
Sri Lanka, Malaysia and Thailand.
Leaders in their fields
•Vaporizer category allout
•Coil category mortein
•Mat category good knight
Strategies adopted
Acquisitions To increase the market share and to be global.
1. Acquired chineese household insecticide company. (2007)
1. Acquired transelektra domestic produts ltd.( makers of good knight and hit) in year 1994.
Acquired kiwi shoe polish
•Good knight and hit brands launched globally.
•Distribution overhaul to improve relations with retailers.
•Adopted segemened channel approachbreaking retail points into rural space channel, shoe
mart, cosmetic store etc
•Increase dependence on IT to get real time data on inventory and sales.
•Moved 70% of distributors to electronic payments
•Started rebranding exercise existing brands to be launched with new logo, design and
packaging
•Launched new products under air care business
•TV commercials with pan India programs like kaun banega .. And programs of other regional
channels
•Communication at retail outlets
•Endorsement – Rani Mukherjee endorsed for good knight range of products
SWOT analysis
Strength
•Experience in industry
•Expertise
•Distribution network
•Support of Godrej
Weakness
•Pricing.
Opportunity
•Growing markets
•Global opportunities
Threats
•International competitors