Godrej Cinthol Case Study

The project involves marketing analysis of the product “Godrej Cinthol”, by GPCL (Godrej Consumer Products Ltd.). The analysis was carried using various economic and research tools. The objective of the analysis was to understand the external and internal business environment that has a significant impact on the product. Also the consumer behavior was studied to understand purchase determinants and buying patterns. Finally, based on the analysis the future outlook and recommendations were suggested.

The internal and external business environment was analyzed using SWOT, PEST and Porter’s five force analysis. This helped us in identifying that the strengths of the product which lie in its strong brand image and creative advertisement campaigns

Also the primary parameters for purchase of soap are ‘Fragrance’, ‘Affordability’, ‘Moisturizing ability’ and ‘Germ Killing ability’. Godrej Cinthol though satisfies most of these requirements, but still it has a low market share. The major reason for this particular facet is the confusing brand identity of Godrej Cinthol. In its advertising over the years, Cinthol has flip-flopped between the macho male, the bubbly fresh family and the confident woman about town, and it comes as no surprise that the 60-year-oldbrand – and Godrej consumer product’s – Cinthol is still working to establish a clear identity in the mind of the consumer. The future outlook of the product looks positive due to reduction of excise duty on palm stearin, increase in income tax slab, and proposed implementation of GST, all of which will contribute towards increased spending, reduced cost and thereby leading to higher margins. Apart from this, Godrej has been trying to reposition Cinthol as a youth oriented soap which may yield the returns in coming

Objectives and Justification

2.1. Objectives

1. To understand why Cinthol Soap has a low market share in the Indian Soap industry.

2. To analyze the factors that affects the Sales of Cinthol vis-à-vis other competitors.

3. To understand how the consumer perceives Cinthol as a brand and as a product.

4. To gain insights into marketing and positioning strategy of Godrej as regards Cinthol.

5. To put forward suggestions on how Cinthol could improve their current market share.

2.2. Justification and Significance

Our product research is about one of the oldest “freshness” soap brand in Indian market – Cinthol. It is a product by Godrej, one of the largest and trustworthy Engineering and Consumer Products Company in India. No doubt there are other competitors in the market which have been threatening the sales of Cinthol; but we are interested in exploring the story behind one of the oldest personal care product thriving in a market which is categorized by capriciousness. Indian market has reached a level of maturity which is nothing short of a Formula 1 race; because the predictability of a product taking over is a mere speculation till it reaches the