A presentation on Godrej Consumer Product ltd. (GCPL) which includes FMCG sector analysis, Marketing Analysis , HR duties in GCPL, Company Snapshot, Bloomberg Report for GCPL, financial Ratios, and a lot

1. Final Project
Presented by;
Kartik Choudhary

2. FMCG Sector Analysis
 FMCG sector is the 4th largest sector in the India
 The Retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$
672 billion in 2016, with modern trade expected to grow at 20 per cent - 25 per
cent per annum
 The government has allowed 100 % Foreign Direct Investment (FDI) in food
processing and single-brand retail and 51 % in multi-brand retail
 Rural consumption has increased because of increasing incomes
 The growth of FMCG sector is also because of population size in India
 The current population of India is 1.34 Billion
 According to expert researcher of FMCG market the market will increase to
4,00,000 crores by 2020

3. Growth Patterns of FMCG
Sector
2420
3020
3480
3680
4490
4610
4730
4900
1090.3
1345.7
1461.6 1446.9 1452.1
1573.1 1613.1 1709.3
0
1000
2000
3000
4000
5000
6000
2009 2010 2011 2012 2013 2014 2015 2016
FMCG Sector *in million GDP Per Capita * in USD
 The growth of FMCG is directly
related with Per Capita of
country and in India there are
continuous growth recorded.
 In the give chart in the year
2011 to 2012, as there is fall in
GDP per capita and comparing
with FMCG sector there is slow
growth recorded too.
 After the year there is growth
stability recorded till date and is
expected to grow at faster rate
then of now.

4. Porter’s Five Force Analysis
Porter
Five
Force
Model
Threats of
New Entry
Threats of
Substitution
Buyer
Power
Supplier
Power
Competitive rivalry ;
• rivalry is high
• Price Competition
• Exit barriers are low
• Advertisement cost is high
Threats of New Entry ;
• FDI
• Licensing and regulation
• Threats of new entry - Moderate
Buyer Power ;
• Bargaining power– High
Supplier Power ;
• Low switching cost induces the
customers’ product shift
• Influence of marketing strategies
• Availability of same or similar
alternatives
• Supplier Power - Low
Threats of substitution ;
• Presence of multiple brands
• Narrow product differentiation under many
brands
• Price war
• Threats of Substitution - High
Competitive
Rivalry

5. Consumer Product ltd.

6. Company Snapshot
 The Godrej Group was founded in the year 1897
 Ardeshir Godrej and Pirojsha Burjorji Godrej was founder of the Godrej
Group
 Godrej makes its first Indian Safe
 Godrej then became a brand and a matter of trust in lock industry
 Godrej was also called upon to provide safes for the Queen of England
when she visited India in 1905
 In 1947 after independence, the government of India gave tender to
make 15,000 ballot for voting with internal lock system
 Today, Godrej Security Solutions caters not only to domestic clients but
also exports to 45 countries
Ardeshir Godrej
Pirojsha Burjorji

7. Competition of Godrej Consumer
Product Limited
 HUL
 Black Rose
 L'Oréal
 Gillette
 Palmolive
 Old Spice
 Procter and Gamble
 ITC Limited

8. Market Growth as compare to Competitors
Bloomberg Report 2010-2017

9. SWOT ANALYSIS OF GCPL
 Strengths
 Leader among India’s FMCG companies
 Some brands in 100 most trusted brands
 Presence in more than 80 countries
 Over 1,300 full-time employees
 Widespread distribution network across India
 Recognized Godrej Research & Development
Centre
 Weaknesses
 Market share is limited due to presence of other strong
FMCG brands
 Godrej products has stiff competition from big
domestic players and international brand
 Opportunities
 Tap rural markets and increase penetration in
urban area
 Mergers and acquisitions to strengthen the brand
 Increasing purchasing power of people thereby
increasing demand
 Threats
 Intense and increasing competition amongst other
FMCG companies
 FDI in retail thereby allowing international brands
 Competition from unbranded and local products

10. PRODUCT PROFILE
 Godrej Consumer Product Ltd. Produces 30 different types of FMCG products
Godrej Good Night Godrej Expert Godrej Darling Godrej Cinthol Godrej No.1
Godrej B Blunt Godrej Protekt Godrej aer Godrej Frika Godrej Hit
Godrej Issue Godrej HIT Godrej Nupur Godrej Ilicit Color Godrej Cuticura
Godrej Ezee Godrej INTECTO Godrej Stella Godrej mitu
Godrej Soft and
Gentle
Godrej
Pamelagrant
Godrej Touch of
Silver
Godrej 919 Godrej Renew Godrej Tura
Godrej Villeneuve Godrej Roby Godrej Renew
Godrej Liquid
Blonde
Godrej Good
Night

11. Godrej Hit
 Around 47% of the total revenue of GCPL comes from Home
Insecticide business
 The penetration of Home Insecticides products is at very low level
of 28% to 30% in rural India
 Approximately 82% of the total Indian population lives in malaria
transmission risk area
 Hit has been on a crusade against the threat of diseases like
malaria, dengue, jaundice and diarrhea since its inception in 1991
 Aim of Godrej is to offer a superior, effective solution

12. SWOT Analysis
 Strengths
 Reaching out to a strong consumer base through a
Strong distribution network
 Wide range of products in forms of aerosols, chalks
and baits
 Most powerful mosquito solution, acts fastest with
visible drop dead action
 Weaknesses
 Limited presence in rural areas, which can be a
huge market
 Rural market shifting slowly on chemical pest
control and there some of technique is still
traditional
 Pesticides Poisoning
 Opportunities
 Expansion in Indian as well as global markets
 Targeting the region according to climate
 Taking governmental opportunities
 Threats
 Rising competition in local markets and pest
management firms
 Popularity of other brands in the same segment
 High customer brand switching for the FMCG
brands

13. Marketing Mix
 Product
 Targeting the soft corner of society which is
Housemakers
 Godrej entered the Pest control market on right
time in the year 1991, time when new diseases
because of Insects started to affect the health of
Individual
 Marketing strategy of the product was good
 Price
The pricing strategy of godrej is made in such a way,
which is in reach of all income group, the lowest price
is INR 12 of HIT Pre Mixed Cubes-Kills Rat, and the
highest is INR 240 of HIT Plastic Crawling Insect Killer
Spray (CIK) (Lal) and HIT Spray Flying Insect Killer
(FIK) (Kala) (Lime Fragrance) and both is available in
625 ml.
 Place
 Godrej Industries has got a presence across India
 Godrej has a vast distribution and retail network,
be it urban or rural
 Godrej products are primarily sold via retailers
 Promotion
 Godrej has roped onto famous personalities and
Bollywood stars to play the role of their brand
ambassador
 Godrej is involved in various Corporate Social
Responsibility projects, which gives them build trust
among consumer and government enterprises

14. STP Study
 SEGMENT
People who want
complete protection from pest.
 TARGET GROUP
Availability of product in
all size and price range makes the
product available to Lower, middle and
upper class people.
 POSITIONING
Image of Powerful and
efficacious pest solution that kills pests
instantly.
PLC of Product
 We can consider Godrej Hit in
Maturity stage as the brand has
already created its positive image in
consumer’s mind and godrej users
will not shift to any other product

15. Gross profit margin during
2017 – 20%
2016 – 17%
2015 – 16%
Net Profit Margin during
 2017 - 16%
 2016 - 14%
 2015 - 14%
Working Capital Analysis
Current Assets Current Liabilities Working capital
Mar-17 1590.84 1527.96 62.88
Mar-16 1215.97 1200.25 15.72
Mar-15 1358.78 1529.91 -171.13
Debt Equity Ratio Analysis
Debt Equity Debt Equity Ratio
Mar-17 0 4397.93 0
Mar-16 0 3823.25 0
Mar-15 0 3383.05 0

16. Work Culture
 The work culture in Godrej supports learning at every stage of one's
work life. Opportunities in learning are available in the technical,
functional, behavioral, general management and leadership
 Respect and recognition of performance is an inextricable part of
our work culture
RECRUITMENT SOURCE OF THE COMPANY
There are two type of recruitments
 Internal Recruitment
 External Recruitment
Internal Sources
 Promotion and demotion
 Recalls
 Pipe line candidates
 Boomerang
 Recalls
External Sources
 Advertisements
 Placement agencies
 Walk in interviews
 Outsourcing
 Employee referral’s

17. Thank You