godrej (line and brand extensions)

8/13/2019 Godrej (Line and Brand Extensions)

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GODREJ

CONSUMER PRODUCTS

BY:-Dhruv Bhatia D2Surabhi Bhatnagar D5Tania Puri D14Prakriti Singh D25

Shivani Sindhwani D26Prakriti Khanijou D27


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350 millionpeople across India use Godrej products

Annual sales in excess of $1 billion, a workforce ofapproximately 18,000, and a strong diversified portfolio.

In the 1944 Mumbai docks blast, Godrej safes were the only

security equipment whose contents were unharmed Estimated money to be spent by the company in

communicating LOGO CHANGE make over is Rs.100 crore

GodrejAbout the Company


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1. Godrej consumer Products Ltd.

2. Godrej & Boyce

3. Godrej Efacec

4. Godrej Properties

5. Godrej Industries

6. Geometric Limited

7. Godrej Infotech

8. Godrej Agrovet

9. Godrej Saralee

10. Godrej Hicare

11. Other industries

Godrej Companies


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GodrejConsu

mer

Products

Soaps

Toiletries

Hair Care

HouseholdCare

Fabric Care

Hygiene Care

PRODUCT LINE WIDTH STRATEGY


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Soaps

Cinthol

GodrejNo. 1

FairGlow

GodrejShikakai

GodrejVigil

Toiletries

Shaving

Cream

Deodorants

TalcumPowder

HairCare

ColourSoft

Expert

Renew

Godrej

KeshKala Oil

AnoopHair Oil

GodrejKali

Mehndi

Nupur

FabricCare

Ezee

HouseholdCare

Glossy

DishWash

HygieneCare

Snuggy

PRODUCT LINE LENGTHSTRATEGY


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6407

4866

3693

2043

845.43 751.24514.71

339.59

0

1000

2000

3000

4000

5000

6000

7000

2012 - 2013 2011 - 2012 2010 - 2011 2009 - 2010

Net Sales(Rs Crore) PAT(Rs.Crore)

OVERALL SALES & PAT


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SALES GROWTH

1541

1173

1650

647

0

200

400

600

800

1000

1200

1400

1600

1800

2013 2012 2011 2010

Sales (Rs.Crores)

Chart Title


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PRODUCT CONSISTENCY Godrej has Its Godrej Industries Ltd. Situated at Vikroli

Mumbai and Gujarat to manufacture Chemicals whichis used in most of their products (Backward Integration)

In terms of skilled Human Resources It is moderatelyConsistent since Workers working with GCPL can beswitched from one to other line but not workers fromother industries of Godrej.

Within the Line it is consistent but in terms of productWidth it is very diverse and not consistent.


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SOAPS


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Soap Variant Size Price

Godrej Cinthol DeoSoaps

MuskCologne

Sport

3 X 108 gms3 X 113 gms

Rs.60Rs.68

Godrej Cinthol FreshSoap

AquaLime

40 gms272 gms339 gms

Rs.6/-Rs.50/-Rs.57/-

Godrej Fair Glow RoseFloral

Lily

68 gms75 gms

Rs.39/-Rs.50/-

Godrej No.1 JasmineAyurvedicNaturalsSandalRose

LavenderStrawberryand Walnut

324 gms452 gms

Rs.39/-Rs.50/-

Godrej Shikakai Soap - - Rs.16/-

Vigil-

40 gms(pack of 4)75 gms(pack of 4)

125 gms(pack of4

Rs.5/-Rs.39/-

Rs.59/-


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Products No of Variants No of differentSizes

SKU

Godrej CintholDeo Soaps

3 2 6

Godrej CintholFresh Soap

2 3 6

Godrej Fair Glow 3 2 6

Godrej No.1 7 2 14

Godrej ShikakaiSoap

1 1 1

Vigil 1 3 3

Total SKU forSoaps

36


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FABRIC CARE


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Product Size Price

Godrej Ezee

10gms20gms

200gms

500gms

1kg

Rs.2/-Rs.4/-

Rs.34/-

Rs.70/-

Rs.135/-

Ezee Bright and

soft

18gms

200gms500gms

Rs.4/-

Rs.35/-

Rs.72/-


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Products No ofVariants

No ofdifferent

Sizes

SKU

GodrejEzee

1 5 5

Ezee Brightand soft 1 3 3

Total SKU

for FabricCare

8


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TOILETRIES

P d t V i t Si P i


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Product Variant Size Price

Godrej CintholDeo talc

CologneMusk

ClassicSport

75ml200ml

Rs.80/-Rs.150/-

Godrej CintholFreshness Talc

CologneFresh

ClassicSport

(100Gms+100Gms)

(300Gms+300Gms)

Rs.42/-Rs.92/-

Godrej ShavingCream

Rich FoamLime Fresh

Menthol Mist

20gms70gms

Rs.18/-Rs.50/-

Godrej ShavingRound

- 50gms Rs.14/-

Godrej ShavingRound Poly -

50gms Rs.16/-

Deluxe LeatherGodrej Shaving

Cream

50gms100gms

Rs.18/-Rs.30/-


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SKU

Godrej Cinthol Deotalc

4 2 8

Godrej CintholFreshness Talc

4 2 8

Godrej ShavingCream

3 2 6

Godrej Shaving

Round

1 1 1

Godrej ShavingRound Poly

1 1 1

Deluxe LeatherGodrej Shaving

Cream

1 2 2

Total SKU forToiletries

26


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HAIR CARE


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Product Variant Type/form Size Price

Godrej RenewHair colour

Cinnamon RedBlonde

Burgundy

Natural BlackNatural Brown

Liquid 20ml50 ml

Rs.40/-Rs.80/-

Godrej RenewHair colour

Same as above Powder 15 gms Rs.110/-

Godrej ColourSoft hair colour BurgundyNatural BlackNatural Brown

Soft BlackLight Brown

Liquid 40ml Rs.110/-

Godrej Expert

Powder HairDye

- Sachet 3 gms Rs.10/-

Godrej ExpertLiquid Hair

Dye

- 20 ml40 ml

Rs.37/-Rs.60/-

Godrej Keshkala oil

- 40 ml100 ml

Rs.15/-Rs.32/-


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SKU

Godrej RenewHair colour -

Liquid

7 2 14

Godrej RenewHair colour-

Powder

7 2 14

Godrej Colour

Soft hair colour

5 1 5

Godrej ExpertPowder Hair Dye

1 1 1

Godrej ExpertLiquid Hair Dye

1 2 2

Godrej Kesh kalaoil

1 2 2

Anoop Hair Oil 1 1 1


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SKU

Godrej KaliMehandi

1 1 1

Nupur 1 5 5

Total SKU for Haircare

45


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Product Size Price

GodrejGlossy

120gms500gms

Rs.15Rs.50

Godrej DishWash liquid

500gms Rs.55


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SKU

Godrej Glossy 2 2 4

Godrej Dish

Wash liquid

1 1 1

Total SKU for HHC 5


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Quantity Price

Small 25

10

Rs.18/-Rs.50/-Rs.100/-

Medium 25

1025+3

Rs.18/-Rs.50/-Rs.100/-Rs.275/-

Large 25

1025+3

Rs.18/-Rs.50/-Rs.100/-Rs.275/-


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SKU

Snuggy small 1 3 3

Snuggy medium 1 4 4

Snuggy Large 1 4 4

Total SKU for

Hygiene

11


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Products SKU

Soaps 36

Toiletries 26

Hair Care 45

House Hold Care 5

Fabric Care 8

Hygiene Care 11

Total SKU for GCPL 131


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godrej (line and brand extensions)

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