Godfrey Phillips

This project aims to study the marketing strategy of Four Square cigarettes introduced by Godfrey Philips India (GPI) in West Bengal. We have studied the sales and distribution strategy of GPI in West Bengal and analysed the existing marketing channel, physical distribution and the sales force design. We have also studied the objectives of marketing communication used by GPI for Four Square in West Bengal. The message and media decision were analysed and we have suggested recommendations to improve them.

Godfrey Phillips is the one of largest player in the Indian cigarette industry with an annual turnover of over Rs 3000 crores (estimated 2010-11). Incorporated in 1936, Godfrey Phillips has two major stakeholders, the K.K. Modi Group and Philip Morris. The Company's operations primarily span the entire northern and western part of the country with new markets like West Bengal and South of India in its growth plan.

Headquartered in Delhi, Godfrey Phillips India has five manufacturing facilities - located in Ghaziabad (near Delhi), Andheri (Mumbai), Rabale (Mumbai), Baramati (Maharashtra) and Bazpur (U.P.), an R&D centre in Mumbai and a tobacco buying unit in Guntur (Andhra Pradesh). GPI has five sales branches in India namely Ahmedabad branch, Mumbai branch, Chandigarh branch, Delhi branch and Hyderabad branch. Its products are distributed through an extensive India wide network comprising 520 exclusive distributors and over 800,000 retail outlets.The company manufactures cigarette brands in the country like FS1, Four Square, Red and White, Cavanders, Tipper and North Pole.

Four Square is a well-established and leading cigarette brand in India. Launched way back in 1964, the brand commands trust and reputation amongst its consumers and is known for its innovative ways to meet the changing consumer preferences.The Four Square franchise has a wide portfolio of variants that are available in both King-size and Regular-size segments, namely - Four Square Kings, Four Square Special, Four Square Premier, Four Square Fine Blend and Four Square Rich Gold.

Godfrey Phillips entered West Bengal in 2008 and introduced Four Square cigarettes along with other brands such as Red and White and Tipper. It commenced sales from Kolkata and gradually expanded to other parts of West Bengal in phases.