1. “Godrej Group”
Marketing Strategy
Presentation
Presented by:
Vrushal Sangvekar – 12107A0007
Nitish Lakhotia – 12107A0042

2. Godrej Group
• Godrej Group established in 1897.
• Ardeshir Godrej, lawyer-turned-locksmith, founder of
Godrej.

3. Brand - Cinthol
• Segmentation:
• Age  Youth
• Gender  Both Male and
Female.
• Personality and behaviour
based  vibrant & energetic
personality.

4. Target-Targeting choices
Segment
1
Product 1
Product 2
Product 3
Segment
2
Segment
3

5. Targeting Strategy
• Cinthol Brand is targeting
the youth market.
• Market Concentration –
Targeting strategy.
• Concentrating Marketing
Mix on youth segment
only.

6. 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
Crafting
Brand
Positioning

7. BCG matrix
Godrej SBU
Leader/Follower Market Growth
Relative Market
Share
Godrej Properties
Leader
12%
3x
Godrej Consumer Leader
Products
10%
2x
Nature Basket
9%
.8x
Godrej Chemicals Leader
3%
4x
Godrej Agrovet
Follower
12%
.9x
Godrej & Boyce
Leader
4%
5x
Godrej Infotech
Follower
-4%
.2x
Follower

8. BCG
Matrix
15
A- Godrej Properties. B- Godrej Consumer
products, C- Godrej Nature Basket, D-Godrej
Chemicals, E-Godrej Agrovet, F- Godrej &
Boyce, G-Godrej Infotech.
A
E
B
C
5
F
D
G
-5
5x
1
0.1x

9. GE
Matrix
Market Attractiveness-Industry
Business Strength - Company
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
↑
XL
↑
↑
S
↓↓
XXL
Godrej Infotech L

10. A- Godrej Properties. B- Godrej Consumer
products, C- Godrej Nature Basket, D-Godrej
Chemicals, E-Godrej Agrovet, F- Godrej &
Boyce, G-Godrej Infotech.
GE
Matrix
Business strength
medium
strong
weak
high
F
A
medium
C
E
low
Market attractiveness
B
D
G

11. Ansoff
productmarket
growth
matrix
Cinthol Brand
New Product
Market Penetration
Existing Market
Existing Product
Product development
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

12. references
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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/GodrejConsumerProducts/ourbrands.aspx?id=381&menuid=2290&catid=435&subcatid=529&subsubcatid=0&pr
oductid=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-brandambassador-aamir-khan
http://www.marketingteacher.com/lesson-store/lesson-ansoff.html
http://www.business-standard.com/article/management/cinthol-refreshed-men-s-grooming113091600985_1.html
http://articles.economictimes.indiatimes.com/2004-02-13/news/27403146_1_soap-cinthol-brand-godrejconsumer-products
http://www.dramitrangnekar.com/projects.php?catid=2&projid=3
http://www.moneycontrol.com/competition/godrejproperties/comparison/GP11#GP11