Godrej Sara Le

8/14/2019 Godrej Sara Le

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Prepared by: Ashutosh Kumar Singh

Jiml-09-038


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Presentation Layout

About Godrej

About Sara Lee

About Godrej Sra Lee

Household insecticide Market

Strategy


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About godrej

Estb in 1897

Founder- Ardeshir Godrej

7major companies Turnover of $ 2.5 billion

Present in 60 countries


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companies

Godrej & Boyce

Godrej Industries

Godrej Properties Godrej Consumer Products

Godrej Hershey

Godrej Sara Lee Godrej agrovet


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Other companies

Godrej infotech

Godrej Efacec automation &robotics

Geometric International operations


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About Sara Lee

Global manufacturer and marketer of high qualitypoducts.

Products include-

Ambi Pur,Ballpark,

Dauwe Egburb,

Hillshire Farm,

Kiwi,

Jimmy Deam.


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Businesses

North America fresh bakery

North America retail

North America food service International bakery

International beverage

International household and body care.


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About godrej sara lee

Joint venture between Godrej group, India and Sara LeeCorporation, USA - 49:51 shareholding respectively.

market leader in the Indian household insecticides category

dominant presence in the air care, shoe care and male hair

care categories

strong brands like Good knight, HIT, Jet, Ambipur, Brylcreemand Kiwi


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Its manufacturing facilities are located in Pondicherry,Chennai, Guwahati, Meghalaya, Jammu and Goa

exports to 51 countries

SAARC Countries and South-east Asian region full-fledged operations in Sri Lanka and Bangladesh.

state-of-art research center based in Vikhroli, Mumbai


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Achievements

Super Brand Award : Good knight ,Brylcreem.

Good knight : No. 1 household care brand in BrandEquity survey.

Good knight : Featured as the 14th Most trusted brand

in Brand Equity survey in FMCG industry. Bagged Presidents Award from Sara Lee worldwide for

its excellence in management and record performancefor 3 times in a row from 2000 to 2003.


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Vision & mission

We will Be among the largest two players in Asia (excluding

Japan) in Household Insecticides category. Build a profitable Rs. 100 crore aircare business in India.

We shall achieve these objectives by Accelerating the growth and capturing dominant share in

Indian market. Actively pursuing overseas acquisition. Building operational excellence through the principles of

Theory of Constraints. Nurturing a high performance high values culture.


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Board of directors

Adi Godrej- Chairman, Godrej Group

Nadir Godrej- MD, Godrej industries

Jamshyd N Godrej

A Mahendran- MD, GSLL

Ooi Hun Chuan

Gary Brown

Vincent janssen

Marc De Groen


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Indian Market

Leading household insecticide marketafter China.

Worth of Rs 1600 crores

Market leader Godrej Sara Lee- 45%market share


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Household insecticide industry

Divided into two catagories:

1. Insect repellent- mat coil vaporizer,lotions, creams.

2. Insect killer- aerosols, oil based sprays,baits, chalks.

Insect problem in India-95% Household penetration- 16.5%


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Cont.

Urban market share- 84%

Urban penetration is 65-70%

Rural penetration is 25-30% Indias per capita usage of household

insecticide is even less than smaller

countries like Sri Lanka, Malaysia andThailand.


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Market pie

Category Rs (m) % share Mats 1,640 28% Coils 2,280 40% Vapourizers 480 8% Creams 150 3%

Mat machines 170 3% Vapourizer machines 190 3% Baits 220 4% Oil Based Sprays 250 4% Aerosols 390 7%

TOTAL 5,760 100%

Year 2000


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Leaders in their fields

Vaporizer category- allout

Coil category- mortein

Mat category- good knight


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Strategies adopted

Acquisitions- To increase the marketshare and to be global.

1. Acquired chineese household insecticidecompany. (2007)

2. Acquired transelektra domestic produtsltd.( makers of good knight and hit) inyear 1994.

3. Acquired kiwi shoe polish


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Good knight and hit brands launched globally. Distribution overhaul- to improve relations with

retailers.

Adopted segemened channel approach-breakingretail points into rural space channel, shoe mart,cosmetic store etc

Increase dependence on IT- to get real time data

on inventory and sales. Moved 70% of distributors to electronic payments


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Started rebranding exercise- existing brands to belaunched with new logo, design and packaging

Launched new products under air care business

TV commercials with pan India programs like kaun

banega .. And programs of other regional channels Communication at retail outlets

Endorsement Rani Mukherjee endorsed for goodknight range of products


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SWOT analysis

Strength Experience in industry

Expertise

Distribution network Support of Godrej

Weakness

Pricing.

No diverse portfolio


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Opportunity

Growing markets

Global opportunities

Threats

Internationalcompetitors


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Thank You

Documents

Godrej Sara Le