CINTHOL

Company: Godrej Consumer Products Ltd

Category: FMCG
Sector: Personal Care Soap
Tagline: Alive is Awesome
USP: Confidence and freshness

HISTORY:
Cinthol - a Flagship product of Godrej, was launched on Independence Day
of 1952. Since then, many celebrities ranging from Vinod Khanna, Imran
Khan to Sharukh Khan, Hrithik Roshan and Virat Kohli, have endorsed it.

The product range under Cinthol brand are soaps, Deodorant, talcum
powder and shower gel.

VARIANTS:
Cinthol confidence plus (germ protection and deo soap):

Launch: 2014

It is positioned as complete health soap, providing germ protection

for children as well as youth
It is priced at Rs. 32 for 100gm soap

Cinthol Original:

Launch: 1952
It is positioned as the soap with aspiration which brings confidence
and freshness
The market for soap is male and female youth

Cinthol Lime:

Launch: 1989

It was launched with South Indian market as target in mind

South Indian market shows skew towards herbal products

Cinthol Deo:

Launch: 2004
It was launched with baseline get ready get close
The baseline was aimed at satisfying a latent problem: hesitation to
get close because of body odour

STP:
Segment
Target
Positioning

Soap for total and complete skin protection

Youth
Deodorant and complexion soap

Positioning:
1952-1982
In this era, advertisements were primarily through the print media.
Cinthol was introduced as the first deodorant and complexion soap
in India.
It was launched as a premium product which targeted youth and
was priced higher than its competitors.
19851995
In this era, India just started taking off. Thus, Cinthol commercial
came to the TV screens and targeted its primary consumers, i.e.
active, young and premium segments.
Alpha male personalities like Vinod Khanna and Imran Khan were
signed up by Cinthol for its TV commercials.
The ads were shot in English during the late 1980s and early 1990s
era in order to emphasize the premier image of the brand.
1995-2007 In this era, the Cinthol brand was well established as a premium
brand in the Indian market.

the size of the premium market was still small while the brand
continuously gaining popularity.
In order to reach to masses Godrej signed up Sharukh Khan as the
brand ambassador.
It ran two different ads with two different variants - One for the
premium segment and the other for the popular segment.
Soon, popular segment overshadowed premium segment. So, it was
repositioned again using Hrithik Roshan as the brand ambassador to
bring back youth and premium association

Since 2011
Cinthol conducted research and came up with following insights
The youth of today wishes to experience all the shades of life. He
wants to learn about the different dimensions of life.
The youths of today do not connect to the celebrities like the youth
of 20 years back.
Therefore, it came up with new campaign called alive is awesome.
Advertisement showed youth in different places of the world and taking
bath in natural water source with Cinthol soap. The word alive connected
with the way of life and the word awesome used to appeal to younger
generation.

Factorials:

Germ protection
Deodorant
Freshness
Premium brand in youth segment