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Godrej trains guns on premium segment

Godrej Consumer Products Limited is revamping market strategy, to launch an array of consumer brands in high-end personal care space, reports Suprotip Ghosh.
Hindustan Times | By Suprotip Ghosh, Mumbai
UPDATED ON MAR 19, 2008 08:58 PM IST

Godrej Consumer Products Limited (GCPL) is launching a clutch of new brands in the premium personal care space. It would also relaunch some of its existing brands that may include Evita, its premium soap brand for women.

The company is in the middle of an aggressive revamp of its marketing strategy to reorient its new focus on premium brands to keep up with increasing competition in the consumer products segment.

Rakesh Kumar Sinha, COO, GCPL, however, said that there is no plan to relaunch Evita ‘for the time being’.

The company, in a bid to preserve market share, is increasing advertising spend and visibility in malls and supermarkets. The company is raising its marketing spend to over 20 per cent of sales in 2008.

The planned expansion of GCPL products includes a possible range of shower gels and after shower products. Sinha refused comment on the exact nature of products to come or brands that would be relaunched.

Evita was first launched in the early 1990s, with an advertising campaign featuring Lisa Ray, the Canadian Indian supermodel, then a relative newcomer. That does not fit the new brand ambassador, Bollywood actor Hrithik Roshan, who would endorse the new Cinthol range in the premium personal care segment. The new range was introduced Wednesday.

The new range of products would include a relaunch of at least two to three existing brands of GCPL. Currently, the company has a portfolio of brands in personal care that include No1, Godrej and Evita.

These brands would come on board after Cinthol and Renew, the premium hair colour brand, in its premium personal care category. "There should be more brands in the premium category as and when we launch and re-launch them," said Sinha.

GCPL's sales revenues rose by 15 per cent to at Rs.272 crore between October and December last year. GCPL is part of the Rs 7450 crore Godrej Industries.

The new marketing strategy would follow a bigger thrust in shopping malls and departmental stores. "Malls and modern retail would be an important part of marketing our premium products and we are activating a major campaign for them," said Tanya Dubash, executive director, Godrej Industries.

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