Godrej & Boyce Mfg. Co. Ltd.

AHMEDABAD

PRESENTATION BY, HARDIK SHAH MBA-2009-2011 ROLL. NO. 48

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1. Founder of Godrej was Mr.Ardeshir Godrej.2. Godrej & Boyce Mfg co Ltd established at Lalbaug Mumbai

on 7th May 1897.3. In the year 1918, Godrej soaps limited came into light.4. Godrej entered in FMCG sector in 1971. 5. Godrej entered in Real State sector in 1990.6. In April 2001,Godrej consumer Products Ltd. (G.C.P.L) came

into light.7. Godrej entered in BPO Solution & Services Space in 2003

(Godrej Global Solution Ltd).8. Godrej has completed its 111 years.9. Employees 10,700 (including 2,000 in Sales and Service)10. Fiscal Year 2008-09: Rs. 43 billion (US$ 881 million)

Combined Sales of the Company and its major subsidiaries and affiliates, for FY 2008-09: Rs. 107 billion (US$ 2.3 billion)

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3

Godrej Group Structure  

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1897 - Godrej & Boyce Mfg. Co. Ltd established 1918 - Godrej Soaps Limited incorporated 1961- Godrej Started Manufacturing Forklift Trucks in India 1971- Godrej Agro Limited began as an Animal Feeds division of

Godrej Soaps 1974 - Veg oils division in Wadala, Mumbai acquired 1990 - Godrej Properties Limited, another subsidiary, established 1991 - Foods business started 1991 - Godrej Agro Limited incorporated 1994 - Transelektra Domestic Products acquired 1995 - Transelektra forged a strategic alliance with Sara Lee USA   

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1999 - Transelektra renamed Godrej Sara Lee Limited 2001 - Godrej Consumer Products was formed as a result of the demerger of

Godrej Soaps Limited. Godrej Soaps renamed Godrej Industries Limited 2002 - Godrej Tea Limited set up 2003 - Entered the BPO solutions and services space with Godrej Global

Solutions Limited 2004 - Godrej HiCare Limited set up to provide a Safe Healthy Environment to

customers by providing professional pest management services 2006 - Foods business was merged with Godrej Tea and Godrej Tea renamed

Godrej Beverages & Foods Limited 2007 - Godrej Beverages & Foods Limited formed a JV with The Hershey

Company of North America and the company was renamed Godrej Hershey Foods & Beverages Limited

2008 - Godrej relaunched itself with new colorful logo and a fresh identity music

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Industrial Products Consumer Products Services

Tooling Locks Construction

Material Handling Equip Furniture & Interior Tech Services

Process Equipment Storage Solutions Property development

Precision Engg. Systems Appliances Enviro-tech Services

Precision Components & Systems

Prima communication Solutions

Electrical & Electronics

Security Equipments

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Refrigerators Air-Conditioners Washing Machines Microwave Ovens

Direct cool Cold Gold Deluxe

Pantacool v2/v5Pantacool

AxisNo.1

GDC 1105EdgeNeo

Spilt ACMirror Star SeriesSilver Line Series

Pearl SeriesIvory SeriesLunar series

Champagne series

Fully Automatic Front Loading Top Loading

SteamConvection

Grill/combinationSolo

Frost free EON

Pantacool 

Window ACGlacia SeriesHelix Series

 

Semi Automatic

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SAMSUNG L.G WHIRLPOOL

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A. The primary objective of the study was, to analyze the position of Godrej against its competitors.

B. The secondary objectives of the study was:-

To know that how many family use the home appliance. To know that which brand customer more like. To know that satisfaction level of uses the other company products. To know that the customer knowing about the Godrej products. How many families use the Godrej products? why How many families do not use the Godrej products? why To know the customer want to purchase in future. Why and why not? To know that, compare to the other product or appliance how would you

the rate Godrej products.

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To know that, which factors influence the customer purchases any products.

To know that satisfaction level of Godrej products. To know the complete satisfaction of all problems solved/attended after

purchase the product. ( Godrej customer service ) To make suggestion, if any further requirement in Godrej product. To make suggestion, if any to improve existing condition.

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The survey was conducted in AHMEDABAD CITY and with the study we can get some suggestions from customer for service improvements in terms of quality. In the study we can find out the levels of customer satisfaction. we can also identify the causes for customer dissatisfaction like Relationship, more service charges, and delivery of the product.

This research is aimed at profiling the standard customer with an aim to increase the network and improve company-customer relations. The information gathered through this research can be used by the company to improve its services and became more customers friendly. This can increase the goodwill of the company and its overall performance. 

Thus this study is aimed to provide the management with some knowledge about its status in market both in terms of sales and customer awareness. The research also aims to provide some ideas to improve the company’s present condition.

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The sample size of customer is limited to 200 because of time and cost factor.

The information collected may not be sufficient and reliable in terms of total market conditions in Ahmadabad.

The study was time bound. Many of the respondents were not open with their responses. Majority of the customers were too aggressive in nature. Lack of customer cooperation was a major constraint. There may be error due to bias of respondents. The behaviour of the customers while approaching them to fill the

questionnaire was unpredictable. Some of the security guards are not co-operative.

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Area of the study:-

The study was mainly concentrated on Ahmadabad city.  Research Design:-

Descriptive Research: Descriptive research includes survey and fact-findings enquire of different kinds. The major purpose of descriptive research is description of the state affairs, as it exists at present.

Data Collection:-

The study is based on the data collected through primary and secondary sources. 

Primary Data:-

An interview schedule was designed to collect primary data from various customers. 

Secondary Data:-

Secondary data was collected from journals, magazines, web sites and from other relevant publications.

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Sampling Design:-

The sampling design mainly consists of the sample taken for the study along with the sample size, sample frame and sampling method. 

Sample Universe:-

All customers those who are uses in the selected Area’s in Ahmedabad were taken as the sample universe. 

Sample Size:-

From the universe, sample sizes of 200 customers were selected for the purpose of the study. 

Sample Frame:-

The customer was selected on a random basis from which the respondents were selected based on convenience. 

Sampling Method:-

Convenience sampling was used, based on the willingness and availability of the respondents. The study was conducted on customer with different type of brand business in same segment.

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TABLE: 1>Table Showing how many family use the home appliance in the Ahmadabad.

NOTE: - R- Refrigerator, W- Washing machine, M- Microwave,

A.C - Air -condition

Particular No. of

Respondents

Percentage (%)

R – W- M - A.C 65 32%

R 45 22%

R - W 35 18%

R - A.C 20 10%

R - M 3 2%

R – W – A.C 20 10%

R – W - M 6 3%

R – M –A.C 6 3%

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L.G SUMSUNG GODREJ WHIRLPOOL VIDEOCON OTHERS

64 65 25 24 10 12

32%

32%

13%

12%5% 6%

L.G

SUMSUNG

GODREJ

WHIRPOOL

VIDEOCON

OTHERS ( Eletronices. Akal,kelvinator )

TABLE: 2> Table Showing which company products customer more like.

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Ext. satisfied Very satisfied Satisfied Dissatisfied Ext. dissatisfied

25 50 110 10 5

12.5% 25% 55% 5% 2.5%

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Refrigerator Washing Machine Microwave A.C

190 130 80 110

190

130

90110

020406080

100120140160180200

KNOWING LEVEL

RefrigeratorWashing machineMicrowaveA.C

22

YES NO

90 110

45%

55%

YES

NO

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Refrigerator Washing machine Microwave A.C

50 26 4 10

24

YES NO

30 80

27%

73%

yes

no

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Category Excellent Very good Good Fair poor Very poor

Service 5 10 15 35 15 30

Quality 5 15 15 35 20 20

Price 5 10 20 40 15 20

5

5

5

10

15

10

15

15

20

35

35

40

15

20

15

30

20

20

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Excellent VeryGood

Good Fair Poor Very Poor

Price

Quality

Service

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Much better Somewhat

better

About same Somewhat

worse

Much worse Don’t know

20 30 60 55 10 25

10% 15% 30% 27.5% 10% 12.5%

0

10

20

30

40

50

60

Comprative to the other company product

Much betterSomewhat betterAbout sameSomewhat woresMuch worseDon't know

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Brand Promotion

activities

Product feature Price Service Influence by

other

45 40 25 30 55 5

22.5% 20% 12.5% 15% 27.5% 2.5%

40

25 2530

55

5

20

12.5 12.515

27.5

2.50

102030405060708090

Brand Promotionactivities

Productfeature

Price Service Influenceby other

Percentage

Actual nos.

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Category Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied

Quality 15 22 42 8 3

Value 10 25 40 13 2

Services 5 10 25 30 20

Usage experience

10 20 40 15 5

15

10

5

10

2225

10

20

4240

25

40

8

13

30

15

3 2

20

5

0

5

10

15

20

25

30

35

40

45

Very Satisfied Satisfied Neutral dissatisfied Very dissatisfied

Quality

Value

Service

Usage experience

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Particular No. of Respondents Percentage (%)

Yes, by the company or its

representative

50 55

Yes, but by someone outside the

company

25 28

No, the problem was not resolved 10 11

No, contact with customer service 5 6

30

50

25

10

5

55

28

11

6

0 10 20 30 40 50 60

Yes, by the company or itsrepresentative

Yes, but by someoneoutside the company

No, the problem was notresolved

No, contact with customerservice

Percentage

Actual nos.

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Customer feels quality of GODREJ product is Good, Like as LG and SAMSUNG, WHIRLPOOL

GODREJ has a better positioning in the minds of customer. If an individual wants to have a Home Appliances then Godrej Priority

comes on third number. Quality of the service provided sale after service plays an important role in

keeping the existing customers and to bring new customers. In pricing and reliability of GODREJ ‘S home appliances is rated very

well by most of its customers. People are willing to pay more for new design and latest look. A number of customers preferred GODREJ Due to the brand name of the

company (GODREJ)

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Customers were not happy that while they were purchasing old look washing machine then others,

Customers have complaints regarding the after sales service of GODREJ. Numbers of customers have reported it poor and very poor.

The overall satisfaction level of customer is high. Customer thinks that brand name and promotion activities of the company

can influence their purchase decision.

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Company should focus on pricing policy in comparison to its competitors because its competitors provide same products in lower rates.

The company should have to focus better design and colour for product. The company should focus on their after sale services Company Should Increase Man Power for sales. The customer rate quality of the service as the most relevant one and hence

Godrej should maintain the quality in products and after Sale services and should make improvements in this feature.

Many customers asked for more information about new schemes .So the company can make use of this opportunity, the company providing new schemes in the marker.

Company gives more emphasis on heavy advertising.

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Market strategies of home appliances providers should emphasize in price strategy.

If any complaint is observed from the consumer, it should be dealt quickly. This will reduce the chance for dissatisfaction. So the company have to a customer care as other industries.

The Company should advertise its home appliance as a result customer would aware about the Godrej product.

The sales & marketing officer of the company should regular visit to these places so they can easily get the requirement of the customer regarding home appliance.

Company should promote its home appliance through canopy. Palm plate should be distributed with business newspaper and other

popular newspaper. The company should position itself as a life style Brand through

advertisement in leading newspaper.

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GODREJ is expanding its business every year by continuously trying to acquire many new businesses in all over India.

The project Titled “Market demand analysis of Godrej Appliance” was carried out among the customer in Ahmedabad city (In consumer electronics segment). To increase the share in market and reach to the customer Godrej should made Tie up’s with the Retail Store’s like, Next Retail Store, Big Bazaars etc. Overall objective of the study was to find out the customer perception about Godrej’s product and their view, and to find out their satisfaction towards the sale and service compare to its competitors.

 

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The study revealed the picture of customer perception and satisfaction which help Godrej to encourage more people to be the customers/consumers of Godrej. That most of customers are happy with it consume the Godrej produce. And many other’s customer want to purchase the Godrej product. And by study we get more of customer are complained about Godrej service, so it has to increase service of Godrej.

  And also Marketing is key factor for everything in sale, and by study we

get more of dealers are complained about localize marketing of Godrej is not supported as compare to others, so it has to increase at the end I want say that Godrej have a good position in mind of dealers and customers .

 

 

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ANY

QUESTION

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THANK YOU

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