1. Godrej Consumer Products Limited
Internship Project
Anmol Agnihotri

2. Product Mix

3. Objectives and Key Deliverables

4. Methodology

5. Relationship between Net
Sales and UL sales
The results state that with an increase of
Unique Lines(UL) sold value for a brand
by 1 unit, the net sales output increases
by about ₹ 896.
Therefore, it is highly beneficial for GCPL
to increase its Unique Lines across
outlets.

6. Analysis
Techniques
Comparative Statistics
Trend Analysis

7. Data required | Metrics / KPIs
Month-wise sales data for the unique
lines sold, average unique lines per
outlet and net sales value for various
levels such as:-
1. Metro City level
2. Category level
3. Category per city level
4. Channel level
5. Per Pop classes
Unique lines sold per outlet
(TM UL/Outlet)
Net Sales value

8. GCPL UL Performance
FY 2019-20
There is a significant improvement in the
unique sold for the metropolitan areas as
compared to the pan India performance, with
an average UL/outlet value of around 16 in
metros compared to about a value of 13
ULs/outlet across pan India

9. City-wise Performance
• The city of Mumbai has the highest
value for the average unique lines per
outlet.
• Next comes Kolkata, followed by
Chennai
• Lastly, Delhi has the lowest value for
average unique lines per outlet
• There is a vast difference in the value of
the unique lines per outlet

10. Channels
• The channels can be divided into two broad
categories, namely, Retail and Wholesale channels
• In terms of sales, wholesale drives about 40
percent of the net sales value, while retail drives
around 60 percent. While wholesale accounts for such
a large percent of net sales, the percent share for
wholesale in unique lines is just 3 percent
• For range selling, retail is always the targeted
section, which records for over 90 percent of the total
UL sales.

11. Pop Classes
• Outlets belonging to the pop class with more than
40 lakhs and above population contributes to the
highest amount of revenue of more than 25 percent,
followed by 10-40 lacs population class and 1-4 lacs
population class with around 20 percent contribution
each.
• A significant increase in the unique lines per outlet
can be observed as the size of the population class
increases
• The increment is linear with the increase in the
population size.

12. Population class and
penetration
• Personal Wash category shows a significant
variance in the penetration levels for the
different pop classes in India. The category has a
low penetration for smaller pop classes and an
opportunity to invest in for the same
• Hair Color and Home Insecticides both show a
linear trend with increasing the pop class levels,
promoting an appropriate penetration level.
• Others category again could be a point of focus
as there is a low penetration rate for the lower
pop classes, especially under 1 lakh population

13. Population Density and
Per-capita Income
• A location with higher density generally encourages a higher UL sales, but there
does not exist a strict correlation between the two
• Personal wash and Hair color show a similar positive linear trend with the per
capita income of the population. Home Insecticides also show a similar trend
except for Delhi having the highest per-capita income but lower ULs/outlet.
Others category also tends to follow a similarly positive trend, except for
Chennai having higher ULs/outlet as compared to Delhi

14. Seasonality
• Personal Wash category is slightly
affected by the seasonality. months of
monsoons increase the sales of personal
wash products, possibly due to the
sweaty and humid weather conditions
• Hair Color show almost negligible
dependence upon the seasonality
• Home Insecticides are most evidently
affected by the seasonality. Months of
monsoon show a massive jump in the UL
sales as these months act as the
breeding seasons for the mosquitoes
and other insects
• Others category products are not such
impacted by seasonality

15. Program
channels
• All the categories are benefitted from the
program schemes with a massive upsurge in
the sales, especially in the Home Insecticides
and Personal Wash category.
• Hair Color and Others category sales are also
significantly higher in program scheme
outlets compared to non-program outlets.

16. Impact of
Covid-19 on
the Indian
FMCG
industry
• Disrupted production and severely hampered supply chain
• triggering a change in customer's buying behavior
• Factories and distributor locations are facing a shortage of workforce due to reduced labor
in large cities.
• The retailers are facing several issues regarding financing the business. The low footfall is
resulting in the lower cash reserves in the outlets, which in turn leading the shop-owners to
keep lesser inventory, except for the necessary items.

17. Recommendations

18. Thank You