CintholAn FMCG brand from GodrejUnder the guidance:

Made By:Srishti NagpalPGP30285Section B

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

Sour

ce:

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

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ce:

Cinthol Extension• Extended to different category of personal care products in

2012.

Deos Shower Gel Talc

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ce:

Personal Care and Beauty SegmentMarket 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

2009 2010 2011 2012 2013 20140

100000

200000

300000

400000

500000

600000

700000 Godrej Market Share

Godrej Group Total

Year

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ce:

Cinthol Revenue Share in Godrej

2009 2010 2011 2012 2013 20140

100000

200000

300000

400000

500000

600000

700000

Godrej Group

Total

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Growth Scenario

2010 2011 2012 2013 20140

5

10

15

20

25

CintholGodrej GroupTotal

• 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.

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4 P’s of Brand Extension

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Product:

Cinthol Deos

Cinthol Soaps

Cinthol Shower

GelCinthol Talc

Product Line

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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:

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ce:

Price

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

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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

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ce:

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

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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

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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

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Consideration set of consumers

Soap bar segment

Liril 2000

Vivel

Park Avenue

Lifebouy

Dettol

Deodrant section

Park Avenue

Axe

Adidas

Nivea

Shower Gel

segment

Palmolive

Lux

Fiama Di Wills

Nivea

Talc

Ponds

Axe

Spinz

Nycil

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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

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Positioning

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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

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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