Godrej Test-markets New Cinthol Product

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Mumbai: : In a significant move, Godrej Consumer Products Ltd is currently test-marketing ‘Cinthol Skin Stimulating Deo Soap’ in West Bengal and Gujarat. Depending on the consumer response, the company plans a national roll-out of the new product in the near future, Godrej Consumer Products Ltd executive director and president HK Press told FE.

“We aim to provide consumers with our new technological breakthrough soap that has skin-stimulating beads producing essential oil,” he said.

The company is also planning to beef up its distribution network by an additional 15 per cent—includes both urban and rural markets—within a year. At present, the company has around 2,000 distributors across the country.

According to Mr Press: “We are also planning to extend our on-going customer relationship management (CRM) initiatives called ‘Collaborative Planning, Forecasting And Replenishments (CPFAR) to additional distributors in the near future. We will reduce our inventory levels by 10 per cent.”

“We have also released an advertising campaign with a new tagline called ‘Get Ready’ to promote our existing product ‘Cinthol Lime Fresh’ in West Bengal and Gujarat. In the near future, we will be nationally rolling out an advertising campaign for this product as well,” he said.

Cinthol Lime Fresh is the largest urban lime soap brand and its psychographic research has revealed a high correlation with the vitality segment.

For the purpose, the company’s ad budget this year will grow by an additional 10 per cent, compared to the previous year.

According to Mr Press, at present, Cinthol operates in three categories and its contribution to topline is soaps 92 per cent, talcum powders 6 per cent, and deodorants two per cent.