Godrej Consumer Products is presenting on their Good Knight mosquito repellent product. The summary discusses the size of the mosquito repellent market in India, Godrej's market position and performance over the last 5 years. It then analyzes the Good Knight product marketing mix, life cycle stage, and financial performance. Finally, it covers Godrej's human resources practices like organization structure, recruitment, training programs and employee benefits.

1. FINAL PROJECT
COMPANY NAME: GODREJ CONSUMER PRODUCTS
PRODUCT NAME: GOOD KNIGHT
PRESENTED BY-
Rinshi Singh

2. A) SECTORIAL INFORMATION
INDUSTRY SIZE AND ITS CONTRIBUTION TO THE COUNTRY
Market size is 2 trillion all over the world
Fourth largest sector in India
Reasons for growth
 Product of necessity
 Consumption increased in rural areas
HISTORICAL GROWTH PATTERN OF THE SECTOR OBSERVED IN THE LAST 5 YEARS
31.6 33.3 35.7 38.8
43.1
49
57.4
0
20
40
60
80
2010 2011 2012 2013 2014 2015 2016 2017 2018
Revenue over the years (US$ Billions) - 2017
Forecast - 57.4

3. PORTER’S FIVE FORCE MODEL
Competitive Rivalry (Negative Impact)
Private label brands by retailers are priced at a discount. Competition for the weak brands
Threat of Substitutes (Negative Impact)
Presence of multiple brands
Bargaining Power of Buyers (NEGATIVE IMPACT)
Low switching cost induces the customers’ product shift
Threat of New Entrants (Neutral)
Huge investments in setting up distribution network and promoting brands
Bargaining Power of Suppliers (Positive Impact)
Big FMCG companies are able to dictate the prices through local sourcing from a fragmented group of key
commodity suppliers

4. B) COMPANY INFORMATION
SWOT ANALYISIS OF THE COMPANY
Strengths
Strong market position in multiple categories
Ability to create a strong brand
Focus on innovation like brand expansion
Weaknesses
Stiff competition affects market share
Lack of scale
Opportunities
Inorganic Expansion( Acquisition of Frika hair in south Africa and Canon chemical in Kenya)
Rapidly growing rural market
Growing personal care market (Increase in purchasing power & improving lifestyle)
Threats
Intense competition from recognized companies
Competition from unbranded products

5. PRODUCT SERVICES TARGET MARKET
Godrej Product -FMCG
Sector
Goodnight
Hit
Jet
Ezee
Genteel
Cinthol
Godrej
VigilGodrej
No.1
Fairglow
Shikakai
Godrej
Shaving
Godrej
Expert
Colour Soft
Nupur
Mehendi

6. Competitor Analysis, Sales and Profit of last five years of Top FMCG Companies
0
50000
100000
150000
200000
250000
300000
Dabur Godrej HUL ITC Marico
Sum of Revenue From Operations (in cr) by Top FMCG Companies

7. C) MARKETING
SWOT ANALYSIS OF GOOD KNIGHT
 Strengths
Significant variance in all the formats ranging from mat, liquid coil, lotion aerosols
Celebrity brand ambassador as product promotion
 Weakness
Limited penetration in rural area, which can be an important market
It doesn’t always work in eliminating mosquitoes
 Opportunities
Tie-ups with hotel chains and resorts
Expansion in India as well as global market
 Threats
Rising competition in the local market
Popularity of the same brand in the same segments

8. ANALYZE MARKETING MIX(4P’S)
 Product : Indoor- active+ system, low smoke coil, jumbo coil
Outdoor- Fabric Roll On ,Cool Gel
 Place
There are the example scope for the development of the mosquito repellent market in India in light of the fact that the
dispersion organize for these item is low. In India there are total 9 lakh Mosquito Repellent outlets out of which 54% sells
Godrej Good Knight products.
 Promotion:
Godrej spends a colossal aggregate of cash with regards to notice and limited time costs. Such limited time exercises enable
Godrej to be associated with clients and help to develop a decent association with them. Essential special exercises
incorporate Television notice, daily paper, magazines, board, hoardings and dissemination of Pham plates in key areas
 Price
Good knight active+ combi (machine +refill) Rs 75
Good knight active+ liquid refill , 45 ml( pack of 2) Rs 127
Good Knight Advance Power Shot 30ml Rs 199

9. PLC OF GOOD KNIGHT
1) Introduction- the product is introduced, slow sales, no
profits;(market penetration stage )
2) Growth- rapid market acceptance and substantial profit
improvement.
3) Maturity- slowdown in sales growth because of
widespread acceptance, stabilization.
4) Decline- downward drift in sales, erosion of profits
Good Knight is at maturity stage

10. D) BUSINESS FINANCE
NET PROFIT(in crore): helps us to find out overall profitability of firm and it measures how effectively the company is
controlling cost to maximize profit.
Year 2017 2016 2015 2014 2013
Percentage 17.86 15.37 14.77 13.84 14.26
Year 2017 2016 2015 2014 2013
Percentage 24.8 20.32 19.31 18.42 18.10
PBIT Margin (in %):
Years 2017 2016 2015 2014 2013
Current
Assets
1,590.84 1,215.97 1,358.78 1,048.70 1,203.90
Current
Liabilities
1,527.96 1,200.25 1,529.91 1,452.02 1,053.15
Working
Capital
62.88 15.72 -171.13 -403.32 150.75
Working Capital for the Last Five Year: It means money available to a company for day to day operations
Year 2017 2016 2015 2014 2013
Times 0.03 0.00 0.00 0.00 0.09
Total Debt Equity Ratio: It measures company financial leverage. A low debt to Equity ratio indicates that a
company may be able to generate enough cash to satisfy its debt obligation
Year 2017 2016 2015 2014 2013
In Crore 1,328.91 1,242.08 1,239.02 1,253.08 1,266.93
Fixed Assets Changing During the Year (in crore): There is increase in value of FA which shows that
company has purchased some new assets for its operation which results into increase in the amount of
depreciation

11. Direct and indirect costs of the company
Particulars Year ended
March 31,
2017
Year ended
March 31,
2016
Percentage Change
compared to previous
year
Difference
Consumption of Stores
and Spares
27.11 27.33 -0.80 -0.22
Power and Fuel 89.02 109.99 -19.07 -20.97
Repairs and Maintenance 74.06 58.36 26.90 15.7
Insurance 19.07 14.34 32.98 4.73
Processing and Other
Manufacturing Charges
201.68 150.54 33.97 51.14
Travelling and
Conveyance
65.15 62.65 3.99 2.5
Legal and Professional
Charges
101.9 78.15 30.39 23.75
Sales Promotion 202.77 169.41 19.69 33.36
Advertising and Publicity 718.14 669.42 7.28 48.72
Selling and distribution
expenses
121.42 95.61 27.00 25.81
Freight 277.76 261.68 6.14 16.08
Commission 21.92 10.11 116.82 11.81

12. E) HUMAN RESOURCES MANAGEMENT
ORGANIZATION STRUCTURE
 Organization Structure is a system that consist of explicit and implicit institutional rules and polices
designed to outline how various work roles and responsibilities are delegated, controlled and coordinated
SKILL SET REQUIRED IN COMPANY
General Skills
Communication skills (Listening, Verbal, Written)
Technical Skills
Analytical Skills
Problem Solving skills
Multi-Tasking

13. JOB DESCRIPTION & JOB SPECIFICATION

14. RECRUITMENT SOURCE OF THE COMPANY
Internal Recruitment- Transfer, Recalls, Boomerang
External Recruitment- Advertisements, Placement agencies, Employment exchanges, Online portals
Selection Process-Written test, Essay writing, Technical Interview, psychometric test, HR LInterview,
Induction Program
 Induction program aims to provide a good insight of the company , its policies and the working conditions. The
duration of the Induction program is for 2 to 3 days. These are the list which is given in Godrej
 Overview of the company
 Understanding the work culture
 Basics of the company
 Product range and positioning
 Career options

15. TYPES OF TRAINING PROVIDED IN THE COMPANY
 Total quality management
 Parivartan
 E-Gyan
Structure of Performance appraisal in GCPL
 1.Forced Distribution method
 2. Balance Score Card
EMPLOYEE BENEFITS PROVIDED
 PLVR(Performance Linked Variable Remuneration ),Family Medical Cover Is Astonishing, Maternity Leave Is A Half
Year Paid
 Amazing culture and supportive management ,Provides good opportunities to self starters & motivated people
 Great learning experience. Lots of opportunity

16. THANK YOU