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GODREJ CONSUMER

PRODUCTS LTD.

Company Overview

A B-Gyan Initiativebgyan21.nitie@gmail.com

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Know Your Company Godrej Consumer Products Ltd.

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INTRODUCTION

Godrej Consumer Products Limited is the largest home-grown home and

personal care company in India. It is constantly innovating to delight the

consumers with more exciting, superior quality products at affordable prices.

The company has bold ambitions and is becoming more agile and future ready.

The company was called Godrej Soaps until March 31, 2001. Thereafter, the

consumer products division got de-merged into Godrej Consumer Products,

and the residual Godrej Soaps became Godrej Industries.

Market Leaders:

Number 1 in hair colour, household insecticides and liquid detergents

Number 2 in soaps

COMPANY INFORMATION

Founded in: 2001

Head Quarters: Mumbai

Leadership: Adi Godrej (Chairman)

Vivek Gambhir(Managing Director)

Industry: Consumer Goods

Employees: 1,200 (count in year 2012)

FINANCIAL STATISTICS

As on 31st

March, 2014

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ACQUISITIONS

In 2010, acquired the Indonesia based Megasari group, a leader in

household insecticides, air fresheners and baby care.

With the acquisition of Rapidol and Kinky in South Africa, and the Darling

Group, a leading pan-Africa hair care company, GPCL has a strong

presence in the fast growing African hair care market.

Acquired the Issue and Argencos groups in Argentina, leaders in hair

colour, in 2010, and expanded footprint to Chile through the acquisition

of a 60% stake in Cosmetica Nacional.

INTERNATIONAL EXPANSION STRATEGY3X3 approach: building a presence in 3 emerging markets (Asia, Africa, Latin

America) across 3 categories (home care, personal wash, hair care).

KEY MANUFACTURING FACILITIES

Malanpur (M.P.), Guwahati (Assam), Baddi (H.P.)

PRODUCTS

Biggest brands across 3 categories- Hair Care, Home Care & Personal Care:

Hair Care: Godrej expert, Nupur Hair Dye, Kesh Kala, Godrej Renew

Home Care: Good Night, Godrej Ezee, HIT

Personal Care: (1)Soap- Godrej No.1, Cinthol Lime, Cinthol Regular, FairGlow

(2)Toiletries: Cinthol Talc

NEW PRODUCTS

Protekt- Hand sanitizers, hand wash

ASPIRATIONS

As a part of Good and Green, by 2020, GCPL strives to achieve

1. Employability

2.

Greener India

3.

Product Innovation

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SCM STRATEGY

ERP

ERP MFG/PRO had helped GCPL significantly to gain benefits within the

organization But, MFG/PRO has a de-centralized architecture and does not support

B2B, dealer or supplier networks. Also MFG/PRO has not kept pace with

the market developments.

SAMPARK SAHYOG SAMPOORNA

MARKETING

STP characteristics

Segment: Care products for daily needs

Target Group: Every Indian household especially middle class

Positioning: Value for money

Promotional Activities

Out-of-the box use of television advertisements (Godrej Ezee) and social media

platforms like Twitter (Godrej aer's "#dontsmokebecause).

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RECENT NEWS

1.

FMGC major Godrej Consumer Products Ltd (GCPL) may consider settingup a new plant in Seemandhra

GCPL may consider setting up a new plant in Seemandhra, while continuing

the expansion of the existing capacity of plants in North East and Jammu to

meet growing demand for its products.

GCPL, which is expecting a stronger second half this fiscal due to increased

sentiments in the markets, plans to manufacture soaps and insecticides at

the proposed new plant.

2. GCPL to raise prices, rely on promotions to stipulate demand

Despite a contraction in categories such as soaps, Godrej Consumer Products

Ltd is set to increase prices, while relying more on consumer promotions to

stimulate demand. Though there has been an improvement in margins due to

a recent reduction in import duty on raw materials used in soaps, the FMCG

company has said it may not be able to pass on the benefit to the consumer by

lowering prices.

ACHIEVEMENTS

Godrej has done well in the 2013 Economic Times 'Great Place to Work'

survey with Godrej Consumer Products bagging the 1st place in FMCG

category with an overall ranking of 11.

http://www.thehindubusinessline.com/companies/godrej-consumer-to-raise-prices-bank-on-promotions-to-stimulate-demand/article6313826.ecehttp://www.thehindubusinessline.com/companies/godrej-consumer-to-raise-prices-bank-on-promotions-to-stimulate-demand/article6313826.ecehttp://www.thehindubusinessline.com/companies/godrej-consumer-to-raise-prices-bank-on-promotions-to-stimulate-demand/article6313826.ece