1

Godrej Rural Initiative

Presented by ANUP KUMAR OJHA MBA-IV USHA MARTIN ACADEMY

USHA MARTIN ACADEMY

1/10/2012

Why companies are focusing towards Rural market?

 Due to the huge potential.  Restriction in the urban markets.  Future growth chances.  Volume sales is very high.

USHA MARTIN ACADEMY

1/10/2012

Main focus areas of Godrej in the Rural market

 The rural market is growing much faster than the urban market.  Good support from private as well as government agencies. Ex- ICICI, IFCI etc.  70% of Indian population lives in india.  The fact is that the rural market accounts 70 percent of toilet soap users.  Rural market has a large consuming class of 41%.
USHA MARTIN ACADEMY 1/10/2012

Consumer behavior of Rural customers.

 Price conscious people.  People having less knowledge.  People looking value for money product.  pre-purchase analysis is very low.

USHA MARTIN ACADEMY

1/10/2012

Introduction of Godrej consumer products ltd.

 Godrej consumer products limited (GCPL) is a major player in the Indian FMCG market with leadership in personal, household, hair care segments.

USHA MARTIN ACADEMY

1/10/2012

Godrej Rural marketing strategy.

 Godrej launched Godrej No.1 trusted by millions, the flagship brand of Godrej consumer products ltd.

USHA MARTIN ACADEMY

1/10/2012

Other product launches

 With the success of Godrej No.1 soap, they have launched Godrej No.1 talc and Godrej No.1 shampoo.

USHA MARTIN ACADEMY

1/10/2012

Distribution and supply chain

Project sampark virtual platform between company and distributors. In depth primary and secondary sales analysis. Increased penetration Intensified rural approach: presence in all location over 10,000 population. 130 super stockists, 2450 sub-stockists. Retail thrustFocus on availability on all products over 60,000 outlets. Focus on modern retailing.
USHA MARTIN ACADEMY 1/10/2012

How did Godrej beat the competition?

 Godrejs main competitors were Breeze(HLL),

Santoor (wipro).  Godrej differentiated in these factors-

i) low price of the product but having good quality. ii) very vast distribution network in rural areas. iii) Godrej had the bond with rural people as they were producing both agricultural products and household products.
USHA MARTIN ACADEMY 1/10/2012

Competitive Edge
 Quality policy.  Value for money products.  Distribution network.  Strong product line.  Brand image.

USHA MARTIN ACADEMY

1/10/2012

10

ojhaanupkumar@gmail.com

USHA MARTIN ACADEMY

1/10/2012

11