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Cinthol

This project aims to provide an overview of the soap industry in India, focusing on brands that deal with "freshness" soaps, particularly Godrej's Cinthol brand. It compares growth trends in the soap industry and Godrej's soaps, and analyzes the financials of Godrej and its major competitors HLL and Nirma. It also includes the results of a market survey of 50 respondents on their soap preferences, brand loyalty, and purchasing behaviors. The document provides background on Godrej and its financial performance, describes the competitive landscape, and concludes by presenting the information and analyses in graphs and charts.

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Sarvesh Sharma
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185 views3 pages

Cinthol

This project aims to provide an overview of the soap industry in India, focusing on brands that deal with "freshness" soaps, particularly Godrej's Cinthol brand. It compares growth trends in the soap industry and Godrej's soaps, and analyzes the financials of Godrej and its major competitors HLL and Nirma. It also includes the results of a market survey of 50 respondents on their soap preferences, brand loyalty, and purchasing behaviors. The document provides background on Godrej and its financial performance, describes the competitive landscape, and concludes by presenting the information and analyses in graphs and charts.

Uploaded by

Sarvesh Sharma
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Objectives

The purpose of doing this project is to give an overview of soap industry inIndia. And then focus of soaps/brands/companies dealing with freshnesssoaps. The company which we have focused upon is GODREJ. We havecompared growth trends in soap industry vis--vis Godrejs soaps (Cinthol inparticular). The company financials along with financials of two of its majorcompetitors, HLL and Nirma is provided. Major soap brands of HLL and Nirmawhich are competitors of Cinthol are also analyzed. General market trends inOrissa market is observed and results of customer survey is analyzed in general.

Company Background
Godrej is the largest engineering and consumer products company in India.Godrej group of companies consists of twenty companies with interests as variedas furniture, real estates, consumer care, agriculture, investments, infotech andengineering. Most of these companies are generating profits and are contributingto Godrejs success. It is also one of the most respected corporate houses knownfor its philanthropy and initiation of labour reforms besides being recognized forits values of fair, transparent and ethical dealings.

Financials
During FY 05, Godrej Consumer Products Limited registered a double digitgrowth in its top line of 14.4% YoY to 5.63 billion rupees and an equally stronggrowth in bottom-line which grew by 38.2% YoY to 0.9 billion rupees. The toiletsoaps contributed to 59.4 % of the total turnover of GCPL and 63.2 % of thebranded sales. The soap category grew by 16.4 % YoY compared to 2004. Godrejsells soaps under mainly 3 brands namely Godrej Fair glow, Godrej No 1 andCinthol. Godrej No1 contributed to 35% of the turnover. After the demerger ofthe Godrej Soaps in the year 2000, into Godrej Consumer Products and GodrejIndustries, the performance of GCPL has been outperforming the FMCG Index interms of both performance and valuation. Godrej has a highly efficient utilizationof assets and capital and it maintains triple digit Return on Capital Employed(RoCE) and Return on Net worth (RoNW) both of which are amongst the highestin the Indian industry. They also work with negative net working capital andthis puts a lesser strain on their resources.

Competitors
Soap industry in India is highly competitive. New brands and their variants arelaunched frequently. Strong campaigning and promotions have influencedconsumers and today they dont hesitate in changing brands. Godrej is facingstiff competition from HLL and Nirma in the freshness soap category. HLLsLiril and Nirmas Nirma Lime Fresh are posing great threat to Cinthol which isa superbrand in India. Other competitors include Wipro, P&G, etc. ThoughHLLs soaps sale is decreasing every year Nirma has shown increase in sales inthe last 2 years. In the highly saturated soap industry a slight increase in marketshare speaks a volume about the companys product performance.

Market Survey
We did a market survey for 50 respondents. Survey consisted of healthy mix ofpeople from all age groups. Questions were asked about the choice of soap,decision maker, important attributes of soaps, choice of brand, brand loyalty,price considerations, freshness quotient and buying patterns. Results from thissurvey has been analyzed and represented in graphical form.

Conclusion
This project was not about interpretations but about inferences. We have tried topresent data and information in elaborate manner. Most of the informationcomprising of data have been represented in the form of graphs and charts. Ingeneral, we have tried to understand the soap industry, with due considerationsto freshness soaps.

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