Marketing Mix and Competitive Strategies

1. Marketing Strategy

3. Godfrey Philips India
• Godfrey Philips India Limited, a flagship company of the Modi
Enterprises is one of India’s largest cigarette manufacturers.
• Some of the most popular cigarettes brands like Four Square, Red &
White, Cavanders are produced by GPI.
• GPI has also spread its footprint in the international markets. Many
countries from the Middle East, Africa, Asia, Europe, Australia and Latin
America have been added to its portfolio.
• Company Gross Revenue has been growing by 3% to Rs.4397 crores in
2016 - 17.
• GPI is one of the few companies that have recommended a dividend of
400% for the year ended 31st March 2017.
• GPI’s total turnover in 2016-17 was Rs.4,39,658 Lakhs

5. PRODUCT MIX
PRODUCT LINE

6. Godfrey Philips India
Cigarette Pan Masala Cigar Chewing Confectionary

7. Godfrey Philips India
Cigarette Pan Masala Cigar Chewing Confectionary
Four Square Marlboro Red & White Cavanders
Kings
- 84mm
Kings
- 69mm (Regular Size)
Kings
- 64mm (Minimum Size)
Kings
- 64mm (Minimum Size)
Kings
- 64mm (Minimum Size)
Right
- P10 & P20
Full Flavor
- P10 & P20
Advance
- P10 & P20
Clove
- P10 & P20
Fuse
- P10 & P20
King
- P20 (84 mm King Size)
Flake
- P10 (69 mm)
Striker
- P10 (69 mm)
Smooth
- P10 (64 mm)
Gold
- P10 (64 mm)
Special
- P10 (64 mm)
Magnum
- P10 (64 mm)

8. Godfrey Philips India
Cigarette Pan Masala Cigar Chewing Confectionary
Pan Vilas Rang Vilas
- 2 gm
- 2.5 gm
- 2 gm
Pan Vilas Silver Dewz
-1 INR (1 gm)
-10 INR (10 gm)
-50 INR (25 gm)
Funda Goli Pan Vilas Bust
Kacha Aam
Green Apple
Guava
- (600gm, 300gm & 2.4kg)
Orange
- 600gm (150 golis)Fleex Blunt
- Chocolate
- Strawberry
- Mango
- Grapes
- Cherry
HAV-A-TAMPA
- Black Gold
- Jewels

9. Product Line : 5
Product Width/Breadth : 18+3+3+5+7 = 36
Product Length : 11
Product Depth(Variants) : 24+3+3+13+7 = 50
Consistency : - Better Control & Lesser Cost
- Closely Related
Godfrey Philips India

10. PRICING

11. Premium Pricing
• Marlboro
• Full Flavor
• Clove
• Advances
• Fuse
Market Penetration
• Four Square Special
Market Skimming
• Marlboro
• Advance (Blue)
Economy Pricing
• Cavander Smooth Gold
Price
Godfrey Philips India – Pricing Strategy
High
Low
Quality
High
Low

12. Godfrey Philips India – Pricing Approach
Cost Based Approach
Strategy = Cost + Mark Up
Company (CNF)
Dealer
Retailer
End Consumer
Cost of Working = Rs.65 + 22% (Markup)
+ 64% Taxes
135
+ 1% Margin
136
150

13. PLACE

14. Godfrey Philips India – Distribution Network
Product Selected : Four Square Famous
Maharashtra
81 Distributors
Mumbai
36 Distributors
Chembur
1 Distributor
Chembur’s Population : 10 Lakhs
Retailers : 972
Dealers : 72

15. Godfrey Philips India – Distribution Network
Reach
Depth
Width
Coverage
80 K
64
8
1044
GPI reaches 80,000 customers by covering 1044 retailers.
Each retailer stocks 64 units deep & 5 brands wide.

16. PROMOTION

17. Godfrey Philips India – Promotion
Sales Promotion Personal Selling Ad Trade Fair
1. Contents
- Retail Activation
Program (RAP)
- Dealer Activation
Program (DAP)
- Merchandizing Link
Incentive Program (for
retailers)
2. Coupons
Insert Coupons
(For Retailers)
3. Retail Advocacy
4. Subscription Model
1. Presentation
- Distributors
- Regular Dealers
- Key Dealers
2. Samples
- Retailers
- Consumers
- Dealers
- Sales Team
1. Hoardings
2. Brand Shop &
Payment
3. Back-wall
(Small shops &
branding)
4. Branding on Counters
5. Paper POSM
6. Insert Coupons
(Information on New
& Existing Products)
7. One in a million offer
1. Boucher's
2. Demo’s

18. COMPETITIVE STRATEGIES

19. Leader Challenger Follower Nicher
ITC GPI VST & GTC GPI
Competitive Strategies – Indian Cigarette Market

20. Value
Costly to
imitate
Rare Unique
ITC
GPI
VST
GTC
Competitive Advantage

21. Defensive Offensive Flanker Guerilla
Leader ITC
Challenger GPI GPI
Follower VST/GTC
Nicher GPI
Godfrey Philips India(GPI) – Types of Strategies