Godrej Consumer bets on sales initiatives to boost growth

Aug 04 2014, 08:19 IST
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SummaryTo synergise operations, GCPL has also kicked off its cross-selling operations.

FMCG company Godrej Consumer Products, the maker of Cinthol, is betting on sales initiatives and innovative products to drive volumes in the next two quarters.

As part of its sales strategy, the company is launching a slew of initiatives, including an additional layer in its sales force called “pilot sales representatives” (PSR) and “project daksh” to improve the performance of its sales team.

To synergise operations, GCPL has also kicked off its cross-selling operations. To woo rural consumers, GCPL recently launched a rural visibility programme for its key brands.

“Our focus will be on innovations, enhanceing distribution and inorg-anic growth opportunities in the next two quarters. We will be increasing our investment in research and development,” GPCL chairman Adi Godrej said on Thursday.

Godrej said innovations will play a vital role in driving sales for GCPL in the next few quarters. “Sales for our consolidated business for the last fiscal was R7,583 crore, an 18% increase over the previous year. With innovations, we have grown ahead of the competition in the June quarter,” he said.

On GCPL’s fresh sales strategy, Vivek Gambhir, managing director of GCPL, said the company is launching a new layer in its sales team called “pilot sales representatives” to drive greater focus in the sub 1-lakh population urban markets. “Our key imperative is to create a future-ready sales organisation for the India business.We have launched ‘project daksh’ to improve productivity of our sales force and to enhance go-to-market efficiencies in urban markets,” he added.

With reduction in customs duty for oils (for the manufacture of soaps), GCPL is planning to pass on the tax benefits to consumers in the form of consumer promotions. “We will be offering extra volume for the same price. In a way it is price reduction when we launch better promotions,” said Gambhir.

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