Prepared by: Ashutosh Kumar Singh Jiml-09-038

About godrej
Estb in 1897 Founder- Ardeshir Godrej 7major companies Turnover of $ 2.5 billion Present in 60 countries

About Sara Lee

Global manufacturer and marketer of high quality poducts. Products includeAmbi Pur, Ballpark, Dauwe Egburb, Hillshire Farm, Kiwi, Jimmy Deam.

Businesses
North America fresh bakery North America retail North America food service International bakery International beverage International household and body care.

About godrej sara lee

Joint venture between Godrej group, India and Sara Lee Corporation, 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, Brylcreem and Kiwi

 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

Achievements
Super Brand Award : Good knight ,Brylcreem. Good knight : No. 1 household care brand in Brand Equity 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 performance for 3 times in a row from 2000 to 2003.

Indian Market
Leading household insecticide market after China. Worth of Rs 1600 crores Market leader Godrej Sara Lee- 45% market share

Market pie
Category
Mats Coils Vapourizers Creams Mat machines Vapourizer machines Baits Oil Based Sprays Aerosols TOTAL

Rs (m)
1,640 2,280 480 150 170 190 220 250 390 5,760

% share
28% 40% 8% 3% 3% 3% 4% 4% 7% 100%

Year 2000

Leaders in their fields

Vaporizer category- allout Coil categorymortein Mat categorygood knight

Strategies adopted
Acquisitions- To increase the market share and to be global. 1. Acquired chineese household insecticide company. (2007) 2. Acquired transelektra domestic produts ltd.( makers of good knight and hit) in year 1994. 3. Acquired kiwi shoe polish

 Good knight and hit brands launched globally. Distribution overhaul- to improve relations with retailers. Adopted segemened channel approachbreaking retail 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

 Started rebranding exercise- existing brands to be launched 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 good knight range of products

SWOT analysis
Strength
Experience in industry Expertise Distribution network Support of Godrej

Weakness Pricing. No diverse portfolio

 Opportunity Growing markets Global opportunities

Threats International competitors

Thank You