An FMCG brand from Godrej

Cinthol

*Godrej: Diversified presenceFMCG

Real Estate, Construction & Furniture

Batteries & Chemicals

Electronics Appliances & Electricals

Locks & Security systems

Various Engineering Solutions

FMCG

Personal Care

Hair Care

Home Care

Godrej FMCG Brands

Source:

*Cinthol*Started in 1952*India’s first deodorant and complexion soap brand.

Parent Category

*Personal Care & Beauty Segment

Market Share in Personal and Beauty Care Segment  2009 2010 2011 2012 2013 2014Godrej 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

2009 2010 2011 2012 2013 20140

100000

200000

300000

400000

500000

600000

700000 Godrej Market Share

Godrej Group TotalYear

*Cinthol Revenue Share in Godrej

2009 2010 2011 2012 2013 20140

100000

200000

300000

400000

500000

600000

700000

Godrej Group Total

Source:

*Growth Scenario

2010 2011 2012 2013 20140

5

10

15

20

25

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.

*Cinthol Category Extensions

Deos Shower Gel

Talc

*4 P’s of Brand Extension

Source:

*Product:

Cinthol Deos

Cinthol Soaps

Cinthol Shower

GelCinthol Talc

Product Line

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:

Source:

*Segmentation

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

Source:

*Target Segment

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- housewiv

es

• Germ protection (functional)• https://www.youtube.com/watch?v=R_BFYwjGX-w

Source:

*PriceSoaps• 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

Source:

*Place

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

Source:

*Promotion*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

Source:

*What does the brand say?

Brand Ambassador : Shahrukh KhanProduct : Soaphttps://www.youtube.com/watch?v=ohKVpqoqxoE Brand Ambassador : Hritik

RoshanProduct : Soap and extensionshttps://www.youtube.com/watch?v=oqHou4iHFZw

Evolution of communication strategy

Cinthol cool songProduct: Soap + Extensionshttps://www.youtube.com/watch?v=IG0sMgQL4G0

*What does the brand say?Cinthol Confidence

range of adshttps://www.youtube.com/watch?v=R_BFYwjGX-w

Deo Ad– A product specific adBrand Ambassador : Virat Kohlihttps://www.youtube.com/watch?v=CnrYHMXAJd8

*What does the brand say?Bathing experience

The Elephant Bathhttps://www.youtube.com/watch?v=840RTlPq0tw

Gangam style bath https://www.youtube.com/watch?v=iXhD9nci5Lw

The Waterfall bathhttps://www.youtube.com/watch?v=tZibuxYvLCo

Source:

* Consideration set of consumers

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

Source:

*Competitive Frame of Reference

*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

Source:

*Positioning

Source:

*POP and POD*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

Source:

*Perceptual Map

Source:

*Varied product categoriesSoaps, 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

*Cinthol

An FMCG brand from Godrej* Cinthol

Under the guidance:

Made By:Srishti NagpalPGP30285Section B

Source:

*References:*http://cinthol.com/index.html*http://www.portal.euromonitor.com/portal/statistics/changemeasure*http://www.godrej.com/godrej/godrej/index.aspx?id=1*http://www.godrejcp.com/brands/personal-care/asia/cinthol.aspx*http://www.brandstrategy.in/*http://www.godrejcp.com/annual-reports.aspx