Godrej Consumer Products has decided to focus on five brands as part of its strategy to sustain and drive growth. They will include Cinthol, Fairglow, Godrej No.1, Ezee liquid detergent and Godrej hair dye. The company plans to focus 2002 for these power products.
While these brands will be pushed aggressively nationwide, the non core brands like All Care, Crowning Glory, Evita, Marvel, Shikakai will not be supported heavily in terms of advertising and brand building.
Meanwhile, Cinthol, the flagship brand of GCPL, has been extended to deodorants. The company has also launched a new orange variant of the soap and has relaunched Cinthol talcum powder.
The Cinthol deodarant is priced at Rs 75 for a 75 ml pack, while the orange variant is available at a price of Rs 11 for a 75 gm pack and Rs 17 for a 125 gm pack.
The Cinthol brand contributes 20 per cent to the total turnover of GCPL and GCPL has a 7 per cent market share in the soaps category.
Source: Business Standard