Godrej’s success in FMCG will depend a lot on its push strategy
Adi has also formed a Strategic Marketing Group for all three FMCG companies under its banner. The strategy is to gain brand equity and benefit from cross-divisional synergies. But there are many others in still FMCG waters like Reckitt Benckiser, HUL et al which are all planning unique product launches in 2008. So winning the battle with ‘me too’ products would be difficult for Godrej.
Therefore, apart from aggressive promotions, Godrej has to be immensely careful of distribution tie ups. As retailers get more powerful by the day, Godrej’s approach towards symbiotic relationships with channel partners could make or break its ambitious FMCG plans.
Adi has also formed a Strategic Marketing Group for all three FMCG companies under its banner. The strategy is to gain brand equity and benefit from cross-divisional synergies. But there are many others in still FMCG waters like Reckitt Benckiser, HUL et al which are all planning unique product launches in 2008. So winning the battle with ‘me too’ products would be difficult for Godrej.
Therefore, apart from aggressive promotions, Godrej has to be immensely careful of distribution tie ups. As retailers get more powerful by the day, Godrej’s approach towards symbiotic relationships with channel partners could make or break its ambitious FMCG plans.
Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
and Arindam Chaudhuri (Renowned Management Guru and Economist).
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