This document provides information about Godrej Consumer Products Ltd and their Cinthol brand of soap. It discusses Godrej as a leading FMCG company in India with a presence in 60 countries. The fast moving consumer goods sector in India is growing at 9-9.5% annually and shifting towards organized markets and rural areas. Godrej Cinthol soap is targeted at youth and housewives and is positioned as refreshing and providing germ protection. The document performs a SWOT, financial, competitor and marketing mix analysis of the Cinthol brand. It also outlines the selection process and training programs at Godrej.

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FINAL PROJECT
GODREJ CONSUMER PRODUCT LTD
BRAND - CINTHOL
SUBMITTED BY;
KHUSBU SINGH
PGDM –IV

2. www.ibef.org
TYPE Public company
INDUSTRY Consumer goods
FOUNDED 1897
HEADQUATERS Mumbai, Maharashtra, India
AREA SERVED Worldwide
KEY PEOPLE Adi Godrej (Chairman)
Nisaba Godrej ( chairwomen)

3. Fast moving consumer goods (FMCG) also known as
“consumer packed goods”
4th largest sector
Rural areas are the major drivers for FMCG.
With increase in Disposable income of the consumers in urban areas
have shifted their purchasing trend.
SECTORAL INFORMATION

4. GROWTH OF FMCG SECTOR
EXPECTED TO GROW BY 9% - 9.05% IN NEXT DECADE.
US $ Billion
Shift To Organized Market
Increase In Availability
Increase In Rural Consumption

5. PORTER’S FIVE FORCE MODEL
PARAMETERS REASON
Competitive rivalry
1. Industry highly saturated
2. Customer loyalty.
3. Quality differences
Threat of new entrants Time and cost of entry
Setting up requires huge amount of capital
Substitute Products 1. competition involved among them.
2. Price differentiation.
Bargaining power of
the customers
1. Prices are set according to the customers
Bargaining powers of
the suppliers
1. Suppliers cannot decide the price according to their wish There is no
monopoly situation in the supplier side because the suppliers are also
competing among themselves.

6. S W O T
Strength
1.Leaders among India’s FMCG companies.
2. Presence in 60 countries.
3.Recognized Godrej Research & Development
Centre
4. Widespread distribution network across
India
WEAKNESSES
1.Market share is limited due to presence of
other strong FMCG brands.
OPPORUNITY
1. rural markets and increase penetration in urban
area.
2.Mergers and acquisitions to strengthen the brand
3.Increasing purchasing power of people thereby
increasing demand
THREATS
1. Increasing competition amongst other FMCG
companies.
2.FDI in retail thereby allowing international
brands.
3.Competition from unbranded and local products.
SWOT

7. COMPETITORS ANALYSIS
Name Share price
(Rs.)
(11-11-
2107)
market
capital
(Rs.
Crore)
sales
turnover
(Rs. Crore)
net profit
(Rs. Crore)
total assets
(Rs. Crore)
Godrej
Consumer
959 65329 4748 848 4501
HUL 1291 279358 31890 4490 6287
Dabur 342 60262 5370 998 3914
Marico 311 40078 4851 843 3025
P&G 8801 28569 2320 433 526

8. product
soap
Price
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 4
soaps (100g) - ₹89/
Buy a super saver pack of 4
soaps (125g) - ₹108/-
MARKETING MIX

9. PRODUCT LIFE CYCLE
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10. TARGET SEGMENT
Youth
• Primary segment
• Looking for refreshing experience
House
wives
• Germ protection function

11. SEGMENTATION
GEOGRAPHIC
• Target urban and
semi urban areas.
• Also target
international
market
DEMOGRAPHIC
• Gender- both male
female
• Age- 16 above
• Pricing- affordable
• Income- middle
income group
BEHAVIOURIAL
• loyal customer
• trusted brand

12. FINANCIAL ANALYSIS
PARTICULAR YEAR 17’ YEAR 16’ CHANGE % CHANGE
Sales 5,013.69 5,054.41 -40.72 -0.80%
Gross profit 2689.15 2811.13 -121.98 -4.33%
Net profit 848.03 739.72 108.31 14.64%
Direct expense 2056.24 1979.58 76.66 3.87%
Indirect expense 1656.98 1933.3 -276.32 -14.29%
Fixed assets added 1,328.91 1,242.08 - -
Working capital 62.88 15.75 - -
Total debt 27.82 0 - -
Equity 4,397.93 3,823.25 - -
2017 2016
Net profit margin 16.91% 14.63%
Gross profit margin 53.63% 55.61%
www.moneycontrol.com
www.godrej.com

13. JOB DESIGN SKILLS REQUIRED
Marketing Jobs Inter personal skills, communication skills, analytical skills,
good knowledge of the market, creativity, able to influence
others
Financial Jobs Analytical skills, sensitivity and integrity yet assertive at the
same time, and analytical and logical approach to problem
solving, commercial awareness and interest in your chosen
field, ability to work on your own initiative, motivated and
ambitious.
Jobs related to Human resource
and personnel management
strong communication & interpersonal skills.
IT skills.
Trustworthy, team working , patience, and sensitive flexible
and adaptable good at building relationships and.
SKILL SET REQUIRED

14. SELECTION PROCESS SELECTION
PROCESS
written
exam
design test
and essay
writing
technical
interview
HR
interview
RECRUITMENT SOURCES OF THE COMPANY
EXTERNAL INTERNAL
Job Portals IJP (Internal job posting)
Linked in (social networks) Referral
Campus Recruitment Promotion
Advertisement
www.naukri.com

15. TYPES OF TRAINING PROVIDED BY THE COMPANY
(Summer Trainee Program)