a single minded FMCG focus.

The Company enjoys more than 77 years of heritage in

the Godrej
manufacture
of soaps andProducts
personal care
products.
Consumer
LIMITED
GCPL is acknowledged as an innovator across the soap
and personal care segments and has demonstrated
consistent superior growth since inception.
GCPL is a result of the demerger of the consumer
product division of Godrej soaps limited (now renamed
Godrej Industries Ltd.)
Emerges as one of the fastest growing FMCG
companies.
Focus on employee empowerment & performance
linked incentives has led to this phenomenal growth
Has high standards of corporate governance & Own all
its brands
The company employs more than 1200 people & has 3
state-of-the-art manufacturing facilities at Malanpur
(M.P.) ,Guwahati (Assam) & Baddi (H.P.)

COMPANY PROFILE
Company Name

GCPL

Company Headquarter

Mumbai, India

Number of Employees

More than 1200

Manufacturing Sub-segment

Consumer Packaged Goods

Main Business Group

The business groups are based

on Product Lines

Key Manufacturing Facilities

Malanpur (M.P.) ,Guwahati

(Assam) & Baddi (H.P.)

Products

Soap, Hair colors, Toiletries &

Detergents

Web Site

www.godrejcp.com

Godrej consumera new focus

GCPL is a major player in the Indian FMCG
market with leadership in personal care,
hair, household and fabric care segments.
The company is among the largest
marketers of toilet soaps in the country and
has a leadership position in the hair colour
category in India.
Market leadership in hair colour & liquid
detergents.
Presence in personal, hair, fabric &
household care market categories.

GCPL PRODUCT PORTFOLIO

1. Soap: Cinthol lime, Cinthol regular, Cinthol
international, fair glow, Godrej no.1
2. Hair color: Godrej hair dye,- liquid, powder,
Colorsoft hair color, Nupur hair dye, Kesh kala,
kali mehndi, Godrej Renew, Godrej Liquid &
Powder Hair Dyes, Godrej Kesh Kala Oil
3. Liquid detergent: Ezee
4. Toiletries: Skin cream , shaving cream, talcum
powder, Cinthol talc, Godrej no.1 talc, Cinthol
perfumes
Personal care: Cinthol., fair glow, no.1,shaving
cream, Cinthol freshness talc, fair glow fairness
cream
Hair care: Hair dye, color soft, kali mehndi, Kesh
kala

KEY BRANDS

DISTRIBUTION
Distribution has been recognised as one of the
MANAGEMENT
SYSTEM
core competencies
by Godrej Consumer
Products
Limited (GCPL).
Its Distribution Network covers the Indian market
through a vast network of 32 Company
Stockiest, 3030 Distributors and Super/SubStockiest and reaches more than 4.8 Lakhs
Retail Outlets.
During the year, the company was able to
increase the number of directly covered retail
outlets and also increase its reach to smaller
towns through the Super/Sub Stockiest scheme.
As a result, the Company was able to cross the 1
million outlet distribution milestone for its Powder
Hair Dye sachet. This product now leads the
penetration of GCPLs products into the rural

right place, at the right time and at the right

price is one of the most powerful engines of
business transformation".
These
networks
obtain
supplies
and
components, change these materials into
finished products and then distribute them to
the customer.
Effective management of CFAs, raw materials,
manufacturing processes and distribution
networks that are linked together to meet the
customer's requirements is termed as SCM.
The Customer is the key factor in a Supply
Chain and it is important to meet his needs
efficiently.

SUPPLY CHAIN
MANAGEMENT

Supply Chain Process for

GCPL
It consists of movement of
Goods
from
the
Plants
(Factories)to
the
Plant
warehouse (PWH) to Regional
warehouse (RWH). From RWH,
the Goods move to CFA and
then to Distributor and then
to Retailer and finally to the
Customer.

GCPL SCM consumer

durables

Supply Chain Structure

SUPPLIER

FACTORY

DISTRIBUTION
CENTER

REGIONAL
DISTRIBUTION
CENTER

RETAILER

Raw Materials
Finished Goods
Information Flow

Supply Chain Management

SAMPARK: New initiative connecting distributors.
SAHAYOG:
Connect
to
the
suppliers,
1200
distributors,400-450 are A-class distributors contributing
75-80% of the total business, 750-800 distributors are B
& C class.
Concept based on:
Replenishment
Monitoring Inventory levels
Information on current stock levels and Goods-in-transit
flows
Benefits:
Sales orders generated on same day slashing delays.
Convenient Data Flow
Portal framework - cutting edge concept
Daily visibility of Retailing information.
Lower carrying cost to distributors.

DIRECT TO TRADE
oDirect to trade: Immense SCM
Opportunity.

Factory

Stock Pt

Dealer

Most suitable for Major Distributor

supply who need Full Truck Loads.
Reduces Inventory at W/H level.
Reduces handling and operational
cost.
Improve quality of service and

MULTIPOINT
PICKING~DELIVERY
Eliminate
extra W/H
requirement
Reduce cost
Faster
Delivery
Revenue
growth
Better asset

Warehouse benefits
Data warehousing tools are mostly used for analysis
and trends that allow the company to create short
and long-term strategies and business problem
solutions.
A particular product is manufactured in different
factories of the company at different locations.
Ordinary reports will give the amount of sales that
the product has made (product-wise contribution)
and the amount of profit that a particular customer
has generated for the company (customer-wise
contribution).
With data warehousing applications, can calculate
the profit contribution of each factory for the same
product and compare the efficiency of different
factories.

LIMITATIONS
The

limit of the capabilities of a

warehouse is bound by the creativity of
the end-user. The company can load data
like sales figures of goods from the
factory to the distributors (primary sales),
from distributors to retailers (secondary
sales), and from retailers to end-users
into a common database in the
warehouse. The data warehouse can now
allow you to derive sales and inventory
trends.
Suppose primary sales have increased
over a period of time and secondary sales

Distribution channel
Existing distribution channels: Can be described
by how direct they are to the customer. In
otherwords howmany channels, it takethe goods
to reach customer.
Trends and emerging channels:New channels
can offer the opportunity to develop a competitive
advantage which shorten the channel length.
Channel power structure:
For example, in the case of a product having
littlebrand equity, retailers have negotiating power
overmanufacturers and can capture more margin.
There r no exclusive outlets of GCPL. So Exclusive
outlets should b opened.
Availability of products is less in the market. So
Appropriate distribution channel should b adopted.

Flow of inventory & demand

Key drivers
Demanding customers- Focus on completely
understanding consumer requirements and
behavior
and
introductionof
innovative
newproducts
Consistent focus on delivering Valuefor
Money products
Consistently augmenting domestic marketing
and salesreach and distribution
Globalizationintroducing
new
product
ranges, new variants and exploring new
Geographies
Shrinking product life cycles
Proliferating product offerings

E-commerce initiative
In July 2001 the management at Godrej
decided to implement an e-commerce
solution to manage the supply chain better
and an e-CRM package to foster better ties
with its distributors.
After going through a long list of vendors and
consultants, Godrej selected Broad Vision as
the provider and Satyam Infoway as the
implementer of the solutions.
They had set up inventory norms for all the
products at the distributor level and the
systems interacted with systems at the
distributor's end. This allowed to extract

MAIN ASPECTS
In todays economic scenario cost saving is
what companies are focusing majorly. An
FMCG firm can get by focusing on 3
important aspects:
1. Facilities, 2. Information collection,
3. Software.
Relations with distributors, suppliers &
retailers will give an competitive edge in a
long run.
Effective software like SAP will ease the
flow of information.

CONCLUSION
The step of GCPL to make its distribution channel
online was the good decision, which has provide a
good supportive hand to the distributors regarding
the sales, billing , knowing their A class
retailers, stock detail etc. the general remarks
for the software was excellent as per the
distributors.
This system which can be complicated for some
distributors due to the illiteracy of the computer
they can have a computer operator. Where there is a
successful integration strategy, there is enterprise
value. At its very core, a well-executed supply chain
project offers a single window into business and
distribution, consolidates systems and processes
and provides quick and accurate information on