“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...
Target-Targeting choices
Segment
1
Product 1

Product 2

Product 3

Segment
2

Segment
3
Targeting Strategy
• Cinthol Brand is targeting
the youth market.
• Market Concentration –
Targeting strategy.
• Concentra...
Frame of Reference

Cinthol Soap

Target Market

Youth, unisex

Consumer Behaviour

Price sensitive, vibrant &
energetic p...
BCG matrix
Godrej SBU

Leader/Follower Market Growth

Relative Market
Share

Godrej Properties

Leader

12%

3x

Godrej Co...
BCG
Matrix
15

A- Godrej Properties. B- Godrej Consumer
products, C- Godrej Nature Basket, D-Godrej
Chemicals, E-Godrej Ag...
GE
Matrix

Market Attractiveness-Industry

Business Strength - Company

Godrej SBU

Size

Growth

Market Share

Growth

Go...
A- Godrej Properties. B- Godrej Consumer
products, C- Godrej Nature Basket, D-Godrej
Chemicals, E-Godrej Agrovet, F- Godre...
Ansoff
productmarket
growth
matrix

Cinthol Brand

New Product

Market Penetration
Existing Market

Existing Product

Prod...
references
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https://www.iffxpress.com/xpress/na/xhome.nsf/0/83688E1B4D5787D480256CC900631457
http:...
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Marketing strategy presentation

  1. 1. “Godrej Group” Marketing Strategy Presentation Presented by: Vrushal Sangvekar – 12107A0007 Nitish Lakhotia – 12107A0042
  2. 2. Godrej Group • Godrej Group established in 1897. • Ardeshir Godrej, lawyer-turned-locksmith, founder of Godrej.
  3. 3. Brand - Cinthol • Segmentation: • Age  Youth • Gender  Both Male and Female. • Personality and behaviour based  vibrant & energetic personality.
  4. 4. Target-Targeting choices Segment 1 Product 1 Product 2 Product 3 Segment 2 Segment 3
  5. 5. Targeting Strategy • Cinthol Brand is targeting the youth market. • Market Concentration – Targeting strategy. • Concentrating Marketing Mix on youth segment only.
  6. 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. 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. 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. 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. 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. 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. 12. 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/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

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