godrej consumer product

1. KHUSBU SINGH
PRN-DM17D19
PGDM-IV

2. SECTOR INFORMATION
• FMCG SECTOR IN INDIAAND RECORDED A MARKET SIZE OF AROUND US$ 29.4
BILLION IN 2016-17.
• FMCG MARKET HAS GROWN AT A FASTER PACE IN RURAL INDIA COMPARED WITH
URBAN INDIA
• FMCG PRODUCTS ACCOUNT FOR 50 PER CENT OF FAST-MOVING CONSUMER
GOODS
• IT IS THE 4TH LARGEST SECTOR IN THE INDIAN ECONOMY WITH HOUSEHOLD
AND PERSONAL CARE ACCOUNTING FOR 50 PER CENT OF FMCG SALES IN INDIA.

3. SIZE OF THE INDUSTRY
• THERE ARE THREE MAIN SEGMENT IN THE SECTOR FOOD AND BEVERAGES
WHICH ACCOUNTS FOR 19% OF THE SECTOR HEALTHCARE WHICH ACCOUNTS
FOR 31% AND HOUSEHOLD AND PERSONAL CARE WHICH ACCOUNTS FOR THE
REMAINING 50%.
• THE FMCG SECTOR HAS GROWN FROM US$31.6 BILLION IN 2011 TO US$ 49 BILLION
IN 2016.
• THE SECTOR IS FURTHER EXPECTED TO GROW AT A COMPOUND ANNUAL
GROWTH RATE (CAGR) OF 20.6 PER CENT TO REACH US$ 103.7 BILLION BY 2020.

4. POTRE’S FIVE FORCE MODEL
In FMCG industry competitors
is very high
Scarce customers because the
industry is highly saturated and
the competitors try to snatch
their share of market
Market players use all short of
tactics advertisement
campaigns
There are complex and
never ending consumer
needs and no firms can
satisfy all sorts of need alone
The wide range of choices
and needs give a sufficient
room for new product
development that can
replace existing goods
It also lead to higher
consumer’s exportation
FMCG company does not
have any measure which can
control the entry of new firms
Potential entry of new firms
is highly viable
New firm can easily enter
and also offer tough
competition due to cost
effectiveness
Power of raw materials and intermediate goods is
not very high
There is no monopoly situation is the supplier side
because the suppliers are also competing among
themselves
There is no threat of buying one product over other
Power of consumer is also very high .This is
because in FMCG industry the switching cost of
most of the goods is very low
Customers and never reluctant to buy or try new
Rivalry competing firms
Threat of substitutes
Barganing power of supplier Barganing power of buyer
Threat of new entry

5. DRIVERS GROWTH IN FMCG
GROWTH OF
FMCG
DRIVERS
Spending
pattern
Rise of rural
consumers
Growing
popularity of
organization
Changing
profit and
mind set
Increasing per
capita income
of urban
population
FDI Support
Large market

6. COMPANY INFORMATION
• COMPANY SNAPSHOT
• GODREJ INDUSTRY LIMITED IS A 120-YEAR-OLD COMPANY REGISTERED AT BOMBAY STOCK
EXCHANGE(BSE) AND NATIONAL STOCK EXCHANGE(NSE) UNDER THE NAME OF NSE: GODREJCP
AND BSE: 532424. IT IS THE LARGEST DOMESTIC COMPANY FOR HOME AND PERSONAL CARE
ITEMS IN INDIA. IT IS HEADQUARTERED IN MUMBAI. SOME OF ITS WELL-KNOWN PRODUCTS
INCLUDE GOOD KNIGHT, CINTHOL, GODREJ NO.1, GODREJ EXPERT, HIT,
•
• TODAY, THE GROUP ENJOYS THE PATRONAGE OF 1.1 BILLION CONSUMERS GLOBALLY, ACROSS
DIFFERENT BUSINESSES. AND A TOTAL OF OVER 600 MILLION PEOPLE USE A GODREJ PRODUCT
ON A DAILY BASIS

7. SWOT ANALYSIS
• STRENGTHS
 STRONG MARKET POSITIONS IN MULTIPLE CATEGORIES
 FOCUS ON INNOVATION
 INCREASING PRESENCE IN A GLOBAL MARKET
• WEAKNESSES
 LACK OF SCALE
 STIFF COMPETITION AFFECTS MARKET SHARE
• OPPORTUNITIES
 RAPIDLY GROWING RURAL MARKET
• THREATS
 COMPETITION FROM UNBRANDED PRODUCTS
 THE ABUNDANCE OF COUNTERFEIT PRODUCTS
 INTENSE COMPETITION FROM RECOGNIZED COMPANIES

8. MARKETING
Parent Company Godrej Consumer Products
Category Personal Care Brands-Soaps
Sector FMCG
Tagline/ Slogan Alive is Awesome
USP Brand equity among consumers
GODREJ CINTHOL

9. SWOT ANALYSIS OF PRODUCT
Strengths
1. 24 hour confidence stamp
2. More than 80 lakh users
3. Association with film celebrity from the start
4. One of the most Recognized brands
5. One of the top three soap brands
6. Excellent advertising and branding and top-of-the-mind brand
Weaknesses
1. Female purchase retail items, but Cinthol soap targeted towards males
2. Not able to attain much consumers specially in the rural areas
Opportunities
1. Male grooming segment is expanding rapidly
2. Expansion into rural segment
3. Extension into premium segment
4.Various variants such as hand wash, shower gel, non-soap cleanser
Threats
1. Less of growth in soap markets
2. New innovative products from competitors
3. Fragmented soap market

10. MARKETING MIX OF CINTHOL
Product
soap
Price
Cinthol Masculine Soap
1. 75 g - ₹19/-
2. 100 g - ₹24/-
3. 125 g - ₹29/-
Cinthol Feminine Soap
1. 75 g - ₹19/-
2. 100 g - ₹24/-
3. 125 g - ₹29/
Place
 Hyper market
 Super market
 Departmental store
 E-commerce
Promotion
 Buy a super saver pack of 3 soaps (75g) -
₹49/-

 Buy a super saver pack of 4 soaps (100g)
- ₹89/

 Buy a super saver pack of 4 soaps (125g)
- ₹108/-


11. STP OF THE CINTHOL
Segmentation Targeting Positioning
 Geographical
All location of the country
 Demographic:
Targets people of all age groups.
Income Rs 10000/month
Married, Teenager (all stage of
family life cycle)
 Psychographic:
 Hygiene conscious
 Behavioral
 Frequent buyers
All section of the society
 Freshness
 Low price
 New and Different fragrances and
colours

12. PRODUCT LIFE CYCLE
Research& Introduction Growth Maturity Decline
Development

13. BUSINESS FINANCE
GROSS PROFIT MARGIN
2017
in
Cr.
2016
in
Cr.
Gross Profit Margin 25 23
NET PROFIT MARGIN
2017
in
Cr.
2016
In
Cr.
Net Profit Margin 18 16
Gross Profit margin
:
Means in 2017 the company made a higher reasonable profit on sales and in 2016 the company
made a lower reasonable profit on sales.
Net Profit Margin
Means in 2017 the company made more profit as compared to 2016.

14. • 2. FIXED ASSETS ADDED DURING THE YEAR
FIXED ASSETS ADDED
2017(in
Cr.)
2016(in
Cr.)
Fixed Assets Added 6321.39 4919.90
Means in 2016 the company had added more fixed assets.
3. Working Capital for the Year 2017
WORKING CAPITAL RATIO
Rs in millions 2017 2016
Total Current Assets 9379.8 10706.7
Total Current Liabilities 15279.6 11137.9
Working Capital Ratio -20490.4 -11072
4. Debt-Equity Ratio
DEBT EQUITY RATIO
Rs in millions 2017 2016
Long Term Borrowings 13334.8 10929.3
Shareholder's Fund 43979.3 37838.9
Debt Equity Ratio 0.30 0.28

15. HUMAN RESOURCES MANAGEMENT
• OPEN WORKPLACE WITH STRONG HR POLICIES AND FOCUS ON ETHICS AND
VALUES.
• STRONG BRAND VALUE.
• COMPANY PROVIDING LOTS OF CAREER AND LEARNING OPPORTUNITIES TO
EMPLOYEES WITH A WORK-LIFE BALANCE.
• WELL DEFINED KEY PERFORMANCE INDICATORS.
• FOCUSED TOWARDS WOMEN EMPOWERMENT BY INCREASING RATIO OF WOMEN
IN THE WORKFORCE.
• 360-DEGREE FEEDBACK SYSTEM
Organization structure

16. Job Description and Job specifications posted by the company on online-job portals
MARKETING
• Generate the business leads for the banquets
• Handle the in-bound as well as out-bound queries
• Must have handled a team
• Must have excellent written and spoken skills, strong negotiation power and a reliable business acumen
• Excellent analytical skills with a proficiency in MS Office
• Must be flexible to work in all the shifts
• Salary: INR 3,00,000 - 5,00,000 P.A.
• Industry: Travel / Hotels / Restaurants / Airlines / Railways
• Functional Area: Sales, Retail, Business Development
• Role Category: Retail Sales
• Role: Sales Executive/Officer
• Employment , Full Time
Keys kills:
banquet sales, banquet, banquet sales executives, catering sales, hotel sales, For Human Resource:

17. Human resources management
• 1-5 years of experience in Recruiting/ Staffing
• Good communication skill
• A strong negotiator
• One who has a solid understanding of technical recruiting and an ability to convince the
candidates
• Experience in passive sourcing using LinkedIn etc.
• Salary: INR 3,00,000 - 8,00,000 P.A.
• Functional Area: HR, Recruitment, Administration, IR
• Role: Recruitment Executive
• Employment Type: , Full Time
Key skills:
Sourcing, staffing, LinkedIn, u k recruitment, us recruitment

18. Finance
• Avail employees information regarding timelines for financial reporting
• Assemble document and review system information in processing employee expense
reports and vendor invoices for payments
• Obtain details about invoicing from operational staff and upload into the organizations
billing system
• Salary: INR 1,75,000 - 3,00,000 P.A.
• Experience 3-5 years
• Employment Type: Full Time
Keys kills:
Finance, Accounting, Financial Reporting, Reconciliation, Payments, Invoicing, Corporate
Credit, , Financial Analystic
Education: UG -Any Graduate - Any Specialization, B.Com -
PG - Any Postgraduate - MBA/PGDM - Any Specialization, Finance

19. RECRUITMENT SOURCES OF THE COMPANY
• 100 LEADERS PROGRAMME:
• CAREERS 2.0:
• GODREJ FELLOWS PROGRAM:
• EMPLOYEE REFERRAL POLICY
• THIS INTERNAL JOB POSTING (IJP)

20. THANK YOU