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GCPL (Godrej Consumer Product Limited) is known as a quality Fast Moving

Consumer Goods manufacturer. The company has been producing the products with a better
quality under an affordable price tag, considering the middle class & lower middle class, for a
long time. Some of the known & reliable brands of the company are Cinthol Soaps, Godrej
No. 1 toilet Soaps, Godrej Ezee, Colour soft, Godrej Expert, Godrej Renew, Godrej Powder
Hair Dye.

Godrej Powder hair Dye has been one of the most successful brands run by Godrej. It
is the second most earning Business Unit of the company. The company GCPL launched the
brand in 1986. This was an initial stage when no product was available in the market as a hair
colour accept Henna or Mehandi.

Product Life Cycle of Godrej Powder Hair Dye:-

Start up:-
The company launched the product in 1986. This was the time when there was
no trend to colour the hair. Mehandi was being used, yet purpose of this use was more of
conditioning rather than Colour purpose. At this level, success of the product was a doubtful
one. Thus first, company tried to create a need of the product. Through its print ads and
advertisement Campaigns, company promoted the need to look young with black hair. It
started advertising the black hair instead of the Hair Dye.

The strategy really worked. It took a good start up.

Growth:-
It cleared the start up stage very early & came to a Growth Stage. It keep on
using the Monopoly until the new brands like Mother India Kali Mehandi, Indica Hair
Colours, Vasmol Hair Colour Came in the market.
 Still, Godrej always had a competitive advantage over its competitors & acquired the
largest market share in the market. It kept on increasing its market share day by day. Mother
India was launched in 1990. Enjoying the monopoly of 4 long years, Godrej Hair Dye had
grown enough. However Mother India gave it a big competition, Godrej succeeded
maintaining its market share at more than 85%. Still it keep on growing.

The growth period of the Godrej Hair Dye continued till late 90s. It kept on growing
its sales year by year. Being the cheapest one in the market, Godrej did maintain the quality.
It became a thing of use of the common man.

—aturity:-
In late 90s, when international players started coming in India. Strex, Colour-
mate, Garnier were trying to capture the market. At this period, Godrej Hair Dye had come to
a maturity Stage.

However, the segment covered by the international big brands was not the same,
which Godrej had captured. They were trying to capture the premium class customers, yet it
hurtled the sales of the Godrej. It seemed that the Decline period of the company will start
soon. On the other hand, Liquid hair colours like Vasmol kesh Kala were also decreasing the
sales of the company. The sales of the company reduced by 15 % in 2000.

Second Growth:-
But from here a new chapter started. Godrej launched two new products,
Godrej Expert, Godrej Kesh kala & Renew pest colours. It helped company capturing the
new segments. It also boost up the sales of the older Powder hair Dye. Godrej took a new
Growth Stage.

In 2003, the company was the second most liked Hair Colour product after L¶oreal.
Sooner in 2004, it became the most advertised Hair Colour, with a tag line...

jjj

 


jjj 

 
The add Champaign really did well. After a few months, the website of GCPL
announced it the India¶s best selling Hair Colour.

Godrej however failed to position as a Fashion Product, as the other International

Brands did, it succeeded selling its multicolour products. Godrej launched the Brown &
burgundy Colours & made enough Sales.

Second —aturity:-
Currently Godrej is running at a maturity stage. Here it is still India¶s largest
selling Hair Colour with the largest market share. It has maintained its sales by a good
Research & development Process, Re-positioning & advertisement.

The turn it has made after 2000 from a maturity stage to second growth, is really an
example to the Corporate world. Now, Godrej is playing 600 crore business from Hair
colours. It is covering the 34-35 % market share. ( market share has been reduced due to new
entrances, but sales are very high than the initial stage). The Renew has given the company a
better position in the market. The company has position it in a high value product, advertised
with Katrina Kaif, the popular Bollywood actress.

Conclusion:-
Thus we see how Godrej Hair Colour started, how it grew in succeeded
maintaining its position in the world of competition. It just started normally, grew very fast &
created a big position in the market. It took the right steps at the time of starting, when they
need to promote the need of the hair colour, not the Godrej brand. They did the same job very
accurately when there was a risk of being vanish from the market. It has created an example
for the companies not for gaining the success only, but also maintaining the success.