Cinthol srishti nagpal pgp30285
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Cinthol is an FMCG brand from Godrej that produces personal care products like soap, deodorants, shower gel, and talc. It is India's first deodorant and complexion soap brand launched in 1952. Cinthol has maintained its market share between 3.9-4.3% in the personal care segment from 2009-2014. It targets youth aged 16-35 from urban and rural areas across India and international markets through affordable products priced on par or lower than competitors. Cinthol promotes refreshing experiences and confidence through taglines like #AliveIsAwesome and brand ambassadors like Virat Kohli.
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Cinthol srishti nagpal pgp30285
- 1. An FMCG brand from Godrej Cinthol
- 2. * FMCG Real Estate, Construction & Furniture Batteries & Chemicals Electronics Appliances & Electricals Locks & Security systems Various Engineering Solutions
- 4. Source: * *Started in 1952 *India’s first deodorant and complexion soap brand.
- 5. * Market Share in Personal and Beauty Care Segment 2009 2010 2011 2012 2013 2014 Godrej Group 12515.2 (4.1%) 14904.1 (4.3%) 17857.2 (4.3%) 20251.6 (4.2%) 23772 (4.2%) 25919.8 (3.9%) Total 304795.2 347854.7 414056.6 487574.6 571902.6 656795.9 0 100000 200000 300000 400000 500000 600000 700000 2009 2010 2011 2012 2013 2014 Year Godrej Market Share Godrej Group Total
- 6. * 0 100000 200000 300000 400000 500000 600000 700000 2009 2010 2011 2012 2013 2014 Godrej Group Total
- 7. Source: * 0 5 10 15 20 25 2010 2011 2012 2013 2014 Cinthol Godrej Group Total • Personal and Beauty care segment has been growth at slow rate in the last 4 years. • Godrej personal care has trends similar to the overall industry growth rate. • Even though Godrej was fallen significantly, Cinthol’s growth rate is sustained.
- 8. * Deos Shower Gel Talc
- 9. *
- 10. Source: * Cinthol Deos Cinthol Soaps Cinthol Shower Gel Cinthol Talc Product Line
- 11. Source: Product offerings: • Germ Protection • Deodorized • Quality of Soap • >75% TFM, Grade 1 • Use of Vegetable oil, instead of Animal Fat Function Benefits: • Individuality • Refreshing experience • Mood uplifting: Jovial, Fun loving • Confidence boasting Emotional Benefits:
- 12. Source: * Demographic •Gender: Mostly male •Age: 16-35 yrs •Pricing- Affordable (in-line with the market) •Income – middle income group Geographic •Targeting urban as well as non- urban areas •Also targeting international markets like Sri Lanka, Pakistan Psychographic • Upper middle – middle class Behavioural • User Status: Loyal customers to the 65 years old brand • Benefits: Deodorized, trusted brand
- 13. Source: * Youth •Primary Segment •Looking for a refreshing experience •To match their fearless and cool dude image •https://www.youtube.com/watch?v=O-mISGNsd1M Middle age •Thriving •Deodorized •Confidence boasting Family- housewives •Germ protection (functional) •https://www.youtube.com/watch?v=R_BFYwjGX-w
- 14. Source: * Soaps • Rs. 30-33/ Bar • Bundled Packs on 10-15% Discount • Similarly priced in comparison to others Shower Gel • Rs. 150/ 200 ml • Priced less than others Talc • Rs. 99/ 300 gms • Priced lower than its competitors Deos • Rs. 175/ 150 ml • At par with the market
- 15. Source: * Retailers: • Supermarkets • E-tailers • Small Retailers Robust Supply Chain integrated with IT systems Same reach in Urban as well as non-urban market Well entrenched and established distribution network
- 16. Source: * *New range of ads with tagline: #AliveIsAwesome and catchy Jingles *Redesigned the promotional strategy to give the brand a new appeal among the youth *New Brand Ambassador : Virat Kohli, Youth Icon *Medium of promotion *TV Advertisements *Print Media *Online https://www.youtube.com/watch?v=0D4WlDexCdc *The ALIVE Bathing contest: People shared their bathing experiences in line with their #AliveisAwesome
- 17. Source: * Brand Ambassador : Shahrukh Khan Product : Soap https://www.youtube.com/watch?v =ohKVpqoqxoE Brand Ambassador : Hritik Roshan Product : Soap and extensions https://www.youtube.com/watch?v= oqHou4iHFZw Evolution of communication strategy Cinthol cool song Product: Soap + Extensions https://www.youtube.com/watch ?v=IG0sMgQL4G0
- 18. * Cinthol Confidence range of ads https://www.youtube.com/watch?v=R_BFYwjGX-w Deo Ad– A product specific ad Brand Ambassador : Virat Kohli https://www.youtube.com/watch?v=CnrYHMXAJd8
- 19. * Bathing experience The Elephant Bath https://www.youtube.com/watch?v=840RTlPq0tw Gangam style bath https://www.youtube.com/watch?v=iXhD9nci5Lw The Waterfall bath https://www.youtube.com/watch?v=tZibuxYvLCo
- 20. Source: * Soap bar Liril 2000 Vivel Park Avenue Lifebouy Dettol Deodorant Park Avenue Axe Adidas Nivea Shower Gel Palmolive Lux Fiama Di Wills Nivea Talc Ponds Axe Spinz Nycil
- 21. Source: * *Personal Care product line *Highly Competitive segment *Many competitors with varied offerings *Summer cool talc *Medicated talc *Perfume like Deos (Fogg) *Perfumes *Body washes of various kind *Aurvedic variants of soaps
- 22. Source: *
- 23. Source: * *Points of Parity *Personal Care product *Cleansing *Points of Differentiation *Energising & Refreshing experience *High Quality product made of vegetable oil Crucial POD • The way they Position the brand • The ALIVE Bathing contest: People shared their bathing experiences in line with their #AliveisAwesome
- 24. Source: *
- 25. Source: *Varied product categories Soaps, Deos, Shower gel, Talc *Promotional campaign *#AliveisAwesome *All categories advertised together *Crucial POD • The way they Position the brand • The ALIVE Bathing contest: People shared their bathing experiences in line with their #AliveisAwesome *
- 26. An FMCG brand from Godrej * Under the guidance: Made By: Srishti Nagpal PGP30285 Section B