Godrej No 1 Soap Brand in India

About the Brand

Godrej No 1 Soap brand is known all over India for its economically priced and wide variety used soap range. It is wholly owned by Godrej Consumer Products Ltd

Godrej Consumer Products Ltd is   company is second largest marketers of toilet soaps in the India with leading brands such as Cinthol, Fairglow and Godrej No 1

Company’s current sales growth from soap segment grew at 20% and it plans to expand revenues by 10 times by year 2020.

Market Share of Godrej No 1 Soap

Soap Market Share - Godrej, HUL, Santoor

Market Share – Soap Segment

 

Brand that was just 25 crore in year 2001 to a brand that’s turnover touched almost 500 crore in 2009, it has been a long journey.

The brand fully leveraged the turbulent times of early 21st century and restrained from hiking prices like its Competitors for initial three months of steep price hikes. These 3 months, were pivotal in building Godrej No 1’s market share in India.

Godrej Consumer Products increased prices later and at a lower rate than its rival — Rs 47 to Rs 50 for its pack of four a full three months after Hindustan Lever. “No.1’s prices went up a few months later and that was when people began to take notice and appreciate the brand,” says Godrej Consumer Product Managing Director Dalip Sehgal. (http://www.business-standard.com/article/management/soap-opera-109082500001_1.html)

Godrej no 1 Soap Brand Positioning

Best in Class Grade 1 Soap

Godrej No1 is the market leader in Grade 1 Soap category in India and is promoted as a Soap which lasts longer and thus gives complete value for money.

Pricing

The main USP of Godrej products is that it brings together variants available only at higher end range within the reach of common man. Apart from new consumer friendly shapes and packaging, the new-look variants have added ingredients like natural oils, which are good for the skin.

The low price points of Rs 5, Rs 10 and Rs 50 for a pack of four are critical for the brand, especially in regions characterised by low per capita income.

  Moisturising Soap 100 gms (pack of 4) at Rs. 50/-75 gms (pack of 4) at Rs. 40/- and 75 gms (pack of 3) at Rs. 30/-

Godrej No 1 Moisturising Soap

Godrej Moisturising Soap

Lime and Aloevera Soap .
115 gms (Pack of 4) at Rs. 50/-
90 gms (Pack of 4) at Rs. 40/-
90 gms (Pack of 3) at Rs. 30/-
70 gms (Pack of 4) at Rs. 30/- and
40 gms singles at Rs. 5/-

Godrej No1 Lime and Aloevera Soap price

Godrej No1 Lime and Aloevera Soap

Strawberry Soap 115 gms (Pack of 4) at Rs. 50/-
70 gms (Pack of 4) at Rs. 30/-
90 gms (Pack of 3) at Rs. 30/- and
90 gms (Pack of 4) at Rs. 40/-

Godrej No 1 Strawberry Soap Price

Godrej No 1 Strawberry Soap

Sandal Soap 115 gms (Pack of 4) at Rs. 50 /-
90 gms (Pack of 3) at Rs. 30 /-
90 gms (Pack of 4) at Rs. 40 /-
70 gms (Pack of 4) at Rs. 30 /- and
40 gms at Rs. 5 /-

Godrej No 1 Sandal Soap Price

Godrej No 1 Sandal Soap

Lavender Soap 115 gms (Pack of 4) at Rs. 50 /-
90 gms (Pack of 3) at Rs. 30 /-
90 gms (Pack of 4) at Rs. 40 /- and
70 gms (Pack of 4) at Rs. 30 /-

Godrej No 1 Lavender Soap Price

Godrej No 1 Lavender Soap

 Coconut & Neem Soap 115 gms (Pack of 4) at Rs. 50 /-
90 gms (Pack of 3) at Rs. 30 /-
90 gms (Pack of 4) at Rs. 40 /-
70 gms (Pack of 4) at Rs. 30 /- and
40 gms at Rs. 5 /-

Godrej No 1 Coconut & Neem Soap Price

Godrej No 1 Coconut & Neem Soap

Ayurvedic Soap 115 gms (Pack of 4) at Rs. 50 /-

Godrej No 1 Ayurvedic Soap Price

Godrej No 1 Ayurvedic Soap

 Rose Soap 115 gms (Pack of 4) at Rs. 50 /-
90 gms (Pack of 3) at Rs. 30 /-
90 gms (Pack of 4) at Rs. 40 /- and
70 gms (Pack of 4) at Rs. 30 /-

Godrej No 1 Rose Soap Price

Godrej No 1 Rose Soap

 

 

Below the Line Promotion

Godrej No 1 marketing strategy is below the line promotion and has used the 3+1 sale trick over the years.

Godrej no 1 marketing strategy

Godrej no 1 3+1 Promotion

Godrej No 1 Below the line Promotion

Godrej No 1 Below the line Promotion

Godrej No 1 AD Campaign

Godrej No1 never worked on fancy promotion budget and its advertising spend during its golden years were never higher than 10-12 crores.

‘Word Of Mouth’ publicity had been the major tool used by brand over the years.

The brand has always had a different marketing strategy for Areas like Punjab (Where it has the maximum sales) and rest of India. In year 2005, the brand hired TV Star Mona Singh for its campaigning in Punjab where the soap is a market leader and holds 20% of the soap market. The ad highlighted the merits of using a grade1 soap, which gives more lather, last longer and thus is a great value-for-money proposition. (75 gm bar of Grade III toilet soap would last for 28 baths compared to Grade I soap which lasts much longer.)

 

Godrej No 1 Advertisements

Godrej No 1 Advertisements

However over the years the brand has decided to revamp it public image and has started coming up with new ad campaigns.

Isha Sharvani was hired as the brand ambassador for Godrej no 1 soap. The Rose variant ad starring Isha Sharvani was one the most watched ad of 2012.

Godrej No 1 Ad Campaign

Godrej No 1 Ad Campaign

 

Packaging

 

87 year old Soap Brand Godrej no 1 decided on focussing its packaging only after late 1980’s, when brands huge and unattractive size began impacting the sales. Consumers were never very attractive to its rectangular shape bar in 80’s.

Godrej No 1 Packaging

Godrej No 1 Packaging

Presently the brand has different and attractive packaging for its entire variant, and is the only Soap brand which focuses exclusively on using a Women’s face on its soap jacket.

However even with rebalancing of its strategic marketing activities, the brand doesn’t believe in changing the entire look and feel of the product and never wants to focus on confusing the customer.

Aggressive Distribution

Godrej No1 was a brand was considered to be very weak in rural areas and was a brand leader only in Punjab.

However the brand changed its distribution strategy and roped in 4000 sub stockist and 1250 distributors. At present, the soap is available in 2 million shops and 25000 villages in India.