Differentiation Strategy and Performance of Fast Moving Consumer Goods (FMCG) Firms. A study of Godrej Consumer Products in India.


  • Gautam Narendra Soomro University of Kota
  • Gambhir Shah Cao University of Kota
  • Shashi Gadkari Islam University of Kota




Differentiation strategy is a strategic approach adopted by firms to create unique and distinct offerings in the market. It involves developing and promoting unique features, benefits, and value propositions that set the firm apart from competitors. The success of a differentiation strategy is measured by its impact on the firm's performance indicators such as market share, profitability, and customer loyalty. Effective differentiation enables firms to command premium pricing, attract and retain customers, and gain a competitive advantage. Continuous innovation, brand positioning, customer-centricity, and market research are key elements in implementing a successful differentiation strategy. The study used the descriptive research design. The target population was 40 heads of departments in Godrej Consumer Products firm in India.  The study did sampling of 30 respondents that were selected from the target population of 40 heads of departments in Godrej Consumer Products firm in India. The collection of the data was done using questionnaires. The study concluded that GCPL's differentiation strategy has proven effective in creating a distinct identity for their products. The company's emphasis on continuous product innovation and understanding of consumer needs has allowed them to develop unique offerings that cater to specific segments. The ability to command premium pricing, capture market share, and consistently deliver revenue growth and profitability indicates the strength of the differentiation approach. The study recommended that the firm should conduct regular market research and gather consumer insights which will help in identifying emerging trends and unmet needs, allowing GCPL to develop innovative offerings that resonate with target consumers. The company should focus on strengthening product innovation, enhancing brand positioning and communication, expanding regional customization, embracing digital transformation, fostering sustainability, and fostering collaboration and partnerships. This will help in solidifying its market position, attracting and retaining loyal consumers, and navigate the evolving FMCG landscape with success.

Keywords: Differentiation Strategy, Performance, FMCG Firms, India

Author Biographies

Gautam Narendra Soomro, University of Kota

University of Kota

Gambhir Shah Cao , University of Kota

University of Kota

Shashi Gadkari Islam, University of Kota

University of Kota


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How to Cite

Soomro, G. N., Cao , G. S., & Islam, S. G. (2023). Differentiation Strategy and Performance of Fast Moving Consumer Goods (FMCG) Firms. A study of Godrej Consumer Products in India. Journal of Strategic Management, 7(8), 1–11. https://doi.org/10.53819/81018102t5286