Date post: | 09-May-2015 |
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“Godrej Group”Marketing Strategy Presentation
Presented by:
Vrushal Sangvekar – 12107A0007
Nitish Lakhotia – 12107A0042
Godrej Group
• Godrej Group established in 1897.• Ardeshir Godrej, lawyer-turned-locksmith, founder of
Godrej.
Brand - Cinthol
• Segmentation:• Age Youth • Gender Both Male and
Female.• Personality and behaviour
based vibrant & energetic personality.
Target-Targeting choicesSegment
1Segment
2Segment3
Product 1
Product 2
Product 3
Targeting Strategy
• Cinthol Brand is targeting the youth market.
• Market Concentration – Targeting strategy.
• Concentrating Marketing Mix on youth segment only.
Crafting Brand
Positioning
Frame of Reference Cinthol Soap
Target Market Youth, unisex
Consumer Behaviour Price sensitive, vibrant & energetic personality
Nature of competition Direct competition from brands like Lux, Dove etc. Also competition is based on pricing and range of products.
Points of parity Body cleanser, dirt remover, body odour remover.
Points of difference Different fragrances, ergonomic shape, high TFM soaps with deodorant.
Reason to believe Reputation
Cinthol soap Positioning :- Freshness & lifestyle
BCG matrixGodrej SBU Leader/Follower Market Growth Relative Market
Share
Godrej Properties Leader 12% 3x
Godrej Consumer Products
Leader 10% 2x
Nature Basket Follower 9% .8x
Godrej Chemicals Leader 3% 4x
Godrej Agrovet Follower 12% .9x
Godrej & Boyce Leader 4% 5x
Godrej Infotech Follower -4% .2x
B C G Matrix
15
5
-55x
10.1x
A- Godrej Properties. B- Godrej Consumer products, C- Godrej Nature Basket, D-Godrej Chemicals, E-Godrej Agrovet, F- Godrej & Boyce, G-Godrej Infotech.
A
B
C
D
E
F
G
G E Matrix
Godrej SBU Size Growth Market Share Growth
Godrej Properties
XXL ↑↑ XL ↑↑
Godrej Consumer Products
XXL ↑↑ XL ↑
Nature Basket XL ↑ L ↑
Godrej Chemicals
XL ↑ XL ↔
Godrej Agrovet L ↑ L ↑↑
Godrej & Boyce
XXL ↑ XL ↑
Godrej Infotech L ↑ S ↓↓
Market Attractiveness-Industry Business Strength - Company
G E Matrix
A- Godrej Properties. B- Godrej Consumer products, C- Godrej Nature Basket, D-Godrej Chemicals, E-Godrej Agrovet, F- Godrej & Boyce, G-Godrej Infotech.
Business strength
Mar
ket a
ttra
ctive
ness
strong medium weak
high
med
ium
low
A
B
F
CD
E G
Ansoff product-market growth matrix
Cinthol Brand Existing Product New Product
Market Penetration Product development
Existing Market Cinthol Lime fresh launched as masculine brand – targeted male group. Played only in soap category.
Cinthol soap lime fresh and other different fragrances soap.Eg: Cinthol Deo, Cinthol Strong, cinthol cool, cinthol original
Market development
New Market Re launched itself targeting both male and female group.With the Campaign Alive is awesome.Entered different markets like Deodorant, Talcum Powder and shower Gel
references• https://www.iffxpress.com/xpress/na/xhome.nsf/0/83688E1B4D5787D480256CC900631457• http://
www.livemint.com/Query/V1eAlpSAzt0kHm6oBnOvDI/management.html?facet=subSection&page=1• http://
www.godrej.com/godrej/Godrej-ConsumerProducts/ourbrands.aspx?id=381&menuid=2290&catid=435&subcatid=529&subsubcatid=0&productid=0
• http://www.godrejandboyce.com/godrej/Construction/ourbusiness.aspx?id=8&menuid=774• http://www.youtube.com/results?search_query=godrej+group+new+ad&oq=godrej+group+new+ad&gs_l
=youtube.3...17953.25444.0.25850.19.15.0.4.4.0.176.2135.0j15.15.0...0.0...1ac.1.11.youtube.ONMX467_QY8
• http://articles.economictimes.indiatimes.com/2013-04-10/news/38405682_1_godrej-group-brand-ambassador-aamir-khan
• http://www.marketingteacher.com/lesson-store/lesson-ansoff.html• http://
www.business-standard.com/article/management/cinthol-refreshed-men-s-grooming-113091600985_1.html
• http://articles.economictimes.indiatimes.com/2004-02-13/news/27403146_1_soap-cinthol-brand-godrej-consumer-products
• http://www.dramitrangnekar.com/projects.php?catid=2&projid=3• http://www.moneycontrol.com/competition/godrejproperties/comparison/GP11#GP11