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Godrej Company GODREJ COMPANY INDEX: • INTRODUCTION • HISTORY OF THE COMPANY • GODREJ GROUPS • VISION AND MISSION • PAST ACHIEVEMENTS AND AWARDS • GROWTH STRATEGY OF GODREJ COMPANY • OBJECTIVES, SOCIAL RESPONSIBILITY AND CORPORATE DETAILS • OUTWARD BOUNDS OF GODREJ COMPANY • SEGMENT SENSE OF GODREJ COMPANY • COMPETITONS OF GODREJ COMPANY • DIFFERENT GODREJ PRODUTS • FEATURES OF PRODUCTS • GODREJ FAST MOVING CONSUMER PRODUCT • ADVERTISEMENT OF CONSUMER PRODUCT OF GODREJ COMPANY • SWOT ANALYSIS OF GODREJ COMPANY • MARKETING STRATEGY IN GODREJ • INTERNATIONAL OPERATION • REASON FOR SUCCESS • ENVIRONMENTAL CARE • CONCLUSION INDRODUCTION Godrej Group is one of the largest conglomerates based in Mumbai, India, involved in various industries that include appliances, precision equipment, machine tools, furniture, healthcare, interior solutions, office equipment, food processing, security, materials handling and industrial storage solutions, construction and information technology. Its products include security Systems and Safes, Typewriters and Word processors, Rocket Launchers, Refrigerators and Furniture, Outsourcing Services, Machine Tools and Process Equipment, Cosmetics and Detergents, Engineering Workstations, Medical Diagnostics and Aerospace Equipment, Edible Oils and Chemical, Mosquito Repellents, Car perfumes, Chicken and Agri-products, Material Handling Equipments Like FORKLIFT Trucks, Stackers, Tyre handlers, Sweeping machines, access equipments etc. The Group is headed by Mr. Adi Godrej & Mr. Jamshyd Godrej. Traditionally, Vikhroli, a suburb to the Northeast of Mumbai has been Godrej's manufacturing base, but increasingly the groups have moved significant production facilities away from Mumbai. The Godrej group also owns vast land in Vikhroli, occupying 3500 acres (14 sq km) of land on both sides of the Vikhroli section of the LBS marg. That makes the Godrej group the biggest private land owner in Mumbai by far Such vast land can, in theory, be used to create at least 1500 acres of residential floor space, which, at very modest rates (Rs.10000/sq ft), can be sold for USD 16 billion . Thus, the Godrej group is sitting on an invisible cashpile that is envy of other Indian conglomerates. HISTORY OF THE COMPANY Godrej Consumers Products is a wing of the renowned Godrej Group which was initiated in the year 1897 by Ardeshir and Pirojsha Godrej. Initially, the group was a locks manufacturing company, but now it is one of the largest diversified commercial firms in India and the most reliable brand. The company also takes pride for being the pioneer to manufacture soaps from vegetable oil. Highly appreciated for its product quality, first-class after-sales service, Godrej Consumers Products is truly the leader in its category. GODREJ GROUPS Employing some 18,000 employees, the Godrej Group features a diversified portfolio. Annual sales of the group is more than $1 billion and it includes wide array of industries ranging from machine tools, furniture, appliances, precision equipment to healthcare, office equipment, interior solutions, food-processing, etc. In addition, Godrej Group also has proven track record in industries such as, construction, security, information technology as well as materials handling and industrial storage solutions, Medical Diagnostics and Aerospace Equipment, Chicken and Agri- products, Engineering Workstations, Mosquito Repellents, Car perfumes, Edible Oils and Chemical, Stackers, tyre handlers, Sweeping machines, access equipments etc. It is also recognized for producing world-class Typewriters and Word processors, Rocket Launchers, security Systems and Safes. VISION AND MISSION VISION - Godrej in Every Home and Work Place MISSION - • Godrej Mission is to operate in existing and new businesses which capitalize on the Godrej brand and corporate image of reliability and integrity. • Godrej objective is to delight our customer both in India and abroad. • They shall achieve this objective through continuous improvement in quality, cost and customer service. • They shall strive for excellence by nurturing, developing and empowering our employees and Suppliers. • They shall encourage an open atmosphere, conducive to learning and team work. PAST ACHIEVEMENTS • In 1897, Godrej introduced the first lock with lever technology in India. • In 1902, Godrej made the first Indian safe. • In 1920, Godrej made soap using vegetable oil, which was a huge hit with the vegetarian community in India • In 1955, Godrej produced India's first indigenous typewriter • In 1989, Godrej became the first company to introduce PUF ( Polyurethane Foam) • Introduced India's first and only 100% CFC, HCFC, HFC free refrigerators. AWARDS • GCPL, the Highest Ranked Indian FMCG in Asia's Hot Growth Companies' List by Business Week. • Godrej Consumer Products Ltd. has been ranked 14th in The Best Companies to Work For study. This study was jointly conducted by Business Today, Mercer and Taylor Nelson Sofres (TNS). • Godrej Consumer Products Ranks 6th in ET-Hewitt Best Employers of India survey. • GCPL ranked 15th in Great Places to Work 2006 survey. • The Corporate Citizen of the Year Award given by Economic Times. • Flagship brands Goodknight, Cinthol and Ezee selected Superbrands by the Superbrands Council • Godrej Sara Lee, the JV between the Godrej Group and Sara lee Corporation, USA is acknowledged the World's largest mat manufacturers and South Asia's largest manufacturers of Coils. • Godrej Consumer Products Limited, adjudged as a Business Super brand by the SuperBrands Council. • The Return on Capital Employed and Return on Net Worth ratios of Godrej Consumer Products - the highest in corporate India. • Godrej Consumer Products was awarded the "Best Managed Workforce" award given by Hewitt Associates and CNBC TV18. • Godrej Consumer Products features in the Top 25 list of Great Places to Work (survey conducted by GrowTalent in association with Business World) for four years in a row. • Lifetime Achievement Award for Godrej Industries from CHEMEXCIL, the Basic Chemicals Pharmaceuticals and Cosmetics Exports Promotion Council. GROWTH STRATEGY OF GODREJ COMPANY Godrej Consumer Products is implementing a two- pronged strategy for growth, going forward. On the one hand, it is planning to expand its product portfolio and augment its market share in the domestic market. On the other hand, it has set sail for overseas markets. With the acquisition of Keyline brands in the UK in October 2005, it has made a strong entry into the UK market and is trying for a couple of more acquisitions. On the domestic turf, it is leveraging its leadership position in hair colourants and is diversifying its soap brands. Easing of competition pressure to some extent and a resurgence in FMCG sales will only aid the company post better numbers. Godrej brands posted a 20 per cent growth in FY06. Analysts peg the sales growth in FY07 and FY08 at over 40 per cent and 25 per cent, respectively. With control over raw material costs through in-house production of fatty acids (highest in India), Godrej is expected to register better bottom line growth in the coming years. OBJECTIVES, SOCIAL RESPONSIBILITY AND CORPORATE DETAILS OBJECTIVES: Godrej Consumers Products is committed to protect its stakeholders' interest by offering the best services to its consumers. The company aims to serve its clientele with pioneering and cost-effective solutions to cater to their daily needs and uplift the quality of living as well. SOCIAL RESPONSIBILITY: Godrej has a philanthropic arm that has built schools, dispensaries and a residential complex for their employees. Trusts established by Godrej continue to invest in education, healthcare and upliftment of the underprivileged. CORPORATE DETAILS: Adi Godrej is the current Chairman of the Godrej Group. Godrej & Boyce Mfg. Co. Ltd. is headed by Mr. Jamshyd Godrej. The Group revenue was approximately US$ 1.7 billion in financial year 06/07. Godrej Interio is the flagship company of the group. The Godrej group can be broadly divided into two major holding companies, working independently: • Godrej Industries Ltd. • Godrej & Boyce Mfg. Co. Ltd. OUTWARD BOUND OF GODREJ COMPANY Godrej is going in for international acquisitions with twin strategies - diversifying risk and tapping new markets. It expects good synergies from the Keyline acquisition and a double-digit growth in these brands. It plans to introduce one brand in India in FY07. Moreover, Keyline outsources half its production, a major chunk of which could come to Godrej. "They would use the existing distribution channel of Keyline brands to market Godrej products, with an eye on the Indian diaspora in Europe and the Caribbean," says Hoshedar Press, executive director and president. Analysts believe that Godrej is in the advanced stage of making a couple of acquisitions this year. The Keyline brands garnered revenue of £5.2 million (about Rs 44.08 crore) during November 2005-March 2006, while PBT was £0.6 million (about Rs 5.09 crore). Major Keyline brands include Adorn (hair spray), Aapri (skin care), hair colourants with 40 per cent market share. It witnessed a 22 per cent growth in this business in FY06. It is setting up a new facility in Sikkim with a capex of Rs 10 crore (Rs 100 million). Cuticura (talcum powder), Erasmic (shaving products) and Nulon (hand creams). Sunil Sapre, executive vice-president (finance & commercial), says, "Although exports account for a minuscule 3 per cent of the business, at present, we see a big opportunity in South East Asia and Africa." Analysts see exports
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