Summer Training Repor1

SUMMER TRAINING REPORT

ON

“MARKET ANALYSIS & BUSINESS DEVELOPMENT

OF

GODREJ GP BATTERIES IN PRIMA DIVISION

OF

GODREJ AND BOYCE Mfg. Co. LTD.

JAIPUR, RAJASTHAN”

I.S.I.M.

International School 0f Informatics and Management

Submitted in Partial fulfillment of the requirement for the

Award of the MBA from Rajasthan Technical University

Submitted by Submitted to Mr. SOURAV JAIN Prof. Geeti Sharma

MBA-III Semester

1

AKNOWLEDGEMENT

I would like to express my whole hearted and deep gratitude to all who helped me, whole heartedly for the completion of “MARKET ANALYSIS DEVELOPMENT OF GODREJ GP BATTERIES PRIMA DIVISION OF GODREJ & BOYCE MANUFACTURING CO. LTD”

I express my deep regards and gratitude to Mr. kamal Keshwani, Area Sales Manager (GP Batteries) Rajasthan, Mr. Apar Gupta, Regional Business Head (Conferencing Business) Rajasthan, Mr. Vikash shrivastava (Branch head of prima division Rajasthan), and Mr. Bhupesh kumar Buthra, Area Services manager (Rajasthan).

I would also like to thank my faculty for giving me this opportunity to do the internship.

2

PREFACE

We want to express our experience and practical knowledge that we

gained during the summer training at GODEREJ & Boyce Mfg.Co.Ltd.

It was our first experience when we went to the market not to buy any

thing but to do the survey and to promote the sales of the product in the

market. The basic need of the survey is to ensure about the policies and

the strategies in the market. On first day we were nervous, but because of

the good image of the GODERJ in the market the people attended us

positively. Many people came themselves to us for knowing the details

about the product.

For accomplishment of the project report we daily think about the

conditions and views and then we used to compose the whole thing on

computer. In making the project report theoretical knowledge was needed

more than the practical which was given to us by our Professors in our

institute.

In the market the experience relating to the practical knowledge was very

good which realized us about the real conditions of the marketing. all care

has been taken and an attempt has been made to give as much clarity and

conclusive evidence as possible within the short tenure of the study.

The project flows logically consisting of market research, data collection

method and questionnaire. It is hoped that the findings and the

suggestions will help the company, confidently to formulate its strategy

in comparison to its competitors. We have enjoyed our summer training

3

at GODREJ and have learnt lots of new things, which will be helpful to

us during our work in any organization. We thank GODREJ for giving us

this opportunity at their office and being good to us all the time.

We promise our help wherever needed to the company, we also yearn to

work for the company in future. We hope the administration to think over

our work for a while.

CONTENTS

Company Profile

History of Prima

4

Mission and Vision

Godrej Business Profile

Various SBU’S of prima division

GP batteries

Corporate Profile

Objective of the study

Research Methodology

Limitation of study

Analysis

SWOT Analysis

Project Finding

Recommendation & Suggestion

Bibliography

J. N. GODREJ

Chairman’s Message

5

“The corporate landscape is undergoing several sweeping changes and Indian companies across sectors have begun to pursue growth both within the country as well as overseas. Today, as India competes in an increasingly globalized economy, the Godrej Group is ready to play a major role in the Indian growth story”.

At Godrej, we have always successfully competed with MNCs in India and abroad and kept the spirit of enterprise alive. This has been possible for various important reasons. The Godrej name is synonymous with trust. It is a well-documented fact that ‘trust’ lowers transaction costs, corruption, and bureaucracy. Thus, ‘trust’ is a source of significant competitive advantage to us.

I firmly believe that our highest standards of corporate governance,

modern management and use of cutting edge technology and long-term,

performance-focused strategies will be the key drivers in future years.

Milestones:-

6

Ardeshir Godrej (1868-1936) was the first Indian manufacturer

to displace well entrenched foreign brands from the market. The word

GODREJ, etched into the metal of his locks, became a symbol of self-

reliance for the generations that followed.

With each new product Ardeshir changed perceptions of industry

in India. He produced the first finest security equipment, and stunned the

world by creating soap from vegetable oils. What started as a dream had

become a movement, but it was left to another man to carry it forward.

On 7th May, 1897, Ardershir Godrej gave up law and took up

lock making. Godrej and Boyce Mfg. Co. Ltd., was established at

Lalbaug, Mumbai. This was the holding company of the Godrej Group.

On 3rd March, 1932, it was incorporated with limited liability. Even

though Boyce was a business partner for a limited period only, his name

was retained for legal purposes to know more about Godrej & Boyce

Mfg. Co. Ltd.

The Godrej Name displaced well established foreign brands from

the Indian market. The name 'Godrej' engraved into the shiny metal of the

7

Godrej Locks came to be known as a symbol of self reliance, trust-

worthiness, assertiveness and progressiveness for a new generation of

Indians.

Ardeshir Godrej's relentless quest of self-reliance made him explore newer avenues of opportunities. Manufacturing Soap was one of them. In the year 1918, Godrej Soaps Limited came into being. In 1920, he revolutionized the Soap industry by manufacturing the first toilet soap purely from vegetable oils. Before that, animal fat was used in soap manufacture. For his achievement, Ardeshir Godrej was bestowed with praises from India and from foreign lands too.

Corporate Timeline

8

1897 - Godrej & Boyce Mfg. Co. Ltd. was established.1918 - Godrej Soaps Limited was incorporated.1971- Godrej Agrovet Limited began as an Animal Feeds division of Godrej Soaps.1974 - Veg oils division in Wadala, Mumbai was acquired.1990 - Godrej Properties Limited, another subsidiary, was established.1991 - Foods business started. Godrej Agrovet Limited was incorporated.1994 - Transelektra Domestic Products was acquired.1995 - Transelektra forged a strategic alliance with Sara Lee USA.1999 - Transelektra was named Godrej Sara Lee Limited. 2001 - Godrej Consumer Products was formed as a result of the demerger of Godrej Soaps Limited. Godrej Soaps was renamed Godrej Industries Limited.2002 - Godrej Tea Limited was set up.2003 - We entered the BPO solutions and services space with Godrej Global Solutions Limited.2004 - Godrej HiCare Limited was set up to provide a Safe Healthy Environment to customers by providing professional pest management services.2006 - The foods business was merged with Godrej Tea and Godrej Tea was 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.

In April 2001, Godrej Industries was formed the consumer products division of Godrej Soaps Limited was de-merged to form Godrej

9

Consumer Products Limited. In the same year, Godrej Soaps was renamed Godrej Industries Limited. Godrej Industries expanded its portfolio of products. It added a slew of investments to its associate companies, while re-in forcing its existing businesses that include oleo chemicals, veg oils and medical diagnostic equipment.

As they say no guts, no glory. But at Godrej, we must say it has been a glorious 106 years of being the face of Indian industry. We have always set the trends, always defined the market place and always achieved our glory. Here is a quick preview of the various milestones we have crossed in the past 106 years.

History of Prima

200 million years ago man began its journey of evolution and what differentiated him from other species was his ability to speak and to

10

write. What began with cave paintings as a means of communication has now evolved into video conferencing and internet of today’s era. But this long journey would not have been completed had it not been for the advent of various instruments one of which was typewriter.

The importance of typewriter was gauged early by the farsighted Mr. Naval Godrej.

He conceptualized the idea of indigenous manufacturing of typewriters as early as 1945. While developed nations like Japan shied way from manufacturing of such high precision and accuracy device like typewrite, India was brought to the forefront and in doing so Godrej became the first company to manufacture typewriter not only in India but the whole of Asia.

Godrej entered the market with launch of its M9 typewriter in 1955.

In never ending passion to further improve and enhance the quality of it’s offering, Godrej launched its M12 model in 1960 in collaboration with Machine Werke of East Germany. Owing to it’s advanced characteristics and features it was a major hit with the end users.

Although Godrej was the sole Indian manufacturer of typewriter, it faced fierce competition from foreign players like Remington.

But it was in 1983 with launch of Godrej PRIMA typewriter that Godrej wiped out these competitors and gained a sizeable market share of 65%. The success story of PRIMA brand can be reflected in the fact that when Godrej decided to divisionalize in 1994, a separate division

11

was created which was named PRIMA. So PRIMA is the symbol of endurance, innovation and the success hard won by Godrej.

OA & Conferencing (Prima)

1955 - Produces first indigenous typewriter1985 - Introduces electronic typewriters1986 - The Prima typewriter enters the Guinness Book of World Records, for non-stop marathon typing for 123 hours1991 - Victory at World Speed Typing Championship at Brussels on the Prima typewriter1994 - Obtains ISO 9001 certification1995 - Pioneers the promotion of digital multimedia projectors in India1996 - Launches Faxes1997 - Designs and develops an overhead projector1999 - Launches photocopiers2000 - Launches video conferencing equipment2004 - Launches multifunction products2005 - Launches hot beverage vending machines2006 - Launches Godrej Brand of Premixes for the Hot Beverage Vending Mach

Mission & Vision

12

13

Mission

Godrej Mission is to operate in existing and new businesses which capitalize on the Godrej brand and corporate image of reliability and integrity. Godrej objective is to delight our customer both in India and abroad.We shall achieve this objective through continuous improvement in quality, cost and customer service. We shall strive for excellence by nurturing, developing and empowering our employees and suppliers.We shall encourage an open atmosphere, conducive to learning and team work.

Branches (Sales and Service)

14

Mumbai, Ahmedabad, Bhopal, Indore, Jabalpur, Pune, Raipur

New Delhi, Chandigarh, Faridabad, Ghaziabad, Jaipur, Kanpur,

Lucknow.

Chennai, Bangalore, Coimbatore, Hyderabad, Kochi, Pondicherry,

Trivandrum, Visakhapatnam

Kolkata, Bhubaneswar, Guwahati, Ranchi,• Patna

The Company has a network of 38 Company-owned Showrooms, more

than 2,200 Wholesale Dealers, and more than 18,000 Retail Outlets.

The Company has Representative Offices in Sharjah (UAE), Nairobi

(Kenya), Colombo (Sri Lanka) and Riyadh (Saudi Arabia).

Employees

8,900 (including 2,000 in Sales and Service)

Bankers

CENTRAL BANK OF• INDIA, Mumbai 400 023

UNION BANK OF INDIA, Mumbai 400 021•

CITIBANK• N.A., Mumbai 400 051

BNP PARIBAS, Mumbai 400 001•

ICICI BANK LTD., Mumbai 400 021

STATE BANK OF PATIALA, Mumbai 400 021•

UTI BANK LTD.,• Mumbai 400 001

15

Statutory Auditors

KALYANIWALLA & MISTRY, Chartered Accountants

127 Mahatma Gandhi Road, Mumbai 400023

Sales (Unconsolidated)

Sales including Excise Duty (Fiscal Year 2004-05): Rs. 17,821

million (US$ 410 million)

Businesses

The Company has the following businesses (with respective ISO

certifications), which manufacture and/or market a wide range of

consumer durables and industrial products:

Appliances (ISO 9001/14001)

Refrigerators, Washing Machines, Microwave Ovens and DVD

Players .

Furniture and Interiors: (ISO 9001/14001)

Office Furniture, Seating and Desking Systems, Computer Furniture and

Open Plan Office Systems, Office and Home Storwels®, Sofas and

Recliners, Home Furniture, Filing Cabinets and Filing Systems, Book

Stacks and Cases, Sliding/Tambour Door Units, Personal/Industrial

16

Lockers, Customized Storage Systems, Roll-formed Slides and

Components for Furniture

Locks: (ISO 9001)

Padlocks, Cylindrical Locks, Mechanical and Electromechanical

door locks and related hardware

Security Equipment & Solutions: (ISO 9001 / 14001)

Strong Room Doors, Safe Deposit Lockers, Cash Boxes and Coffers, Data/ATM Safes, Burglary and Fire Resisting Safes, Record & Filing Cabinets, Electronic Coffers, Currency Sorters and Cash Counting Machines, Fire/Security Doors, Fire and Burglar Alarm/Premises Security Systems, Video Door Phones, Refrigerators, Washing Machines, Microwave Ovens and DVD Players Office Furniture, Seating and Desking Systems, Computer Furniture and Open Plan Office Systems, Office and Home Storwels®, Sofas and Recliners, Home Furniture, Filing Cabinets and Filing Systems, Book Stacks and Cases, Sliding/Tambour Door Units, Personal/Industrial Lockers, Customized Storage Systems, Roll-formed Slides and Components for Furniture Padlocks, Cylindrical Locks, Mechanical and Electromechanical door locks and related hardware.

Prima Office Equipment (ISO 9001)

Office CCTV System,

Access Control Systems

17

Prima Office Equipment (ISO 9001)

Office Automation – Photocopiers, Fax, Multifunction devices

and Mechanical Typewriters (available in over thirty languages);

Conferencing Products and Solutions – Projectors, Video and

Teleconferencing Equipment, Plasma Displays and Electronic

Printboards; Vending Machines

Storage Solutions (ISO 9001/14001)

Multiflex and Heavy Duty Storage Systems, Tool Storage

Cabinets, Gravity-flow, Mobile and Drive-in System Components,

Mezzanine Floors, Cantilever Storage Systems, Workshop Equipment

and Special Solutions

Material Handling Equipment (ISO 9001/14001)

Forklift Trucks (Diesel, Electric and LPG) and Attachments,

Container Handling Trucks, Warehousing and Personnel Access

Industrial Products Equipment, Spare Parts, Services and Maintenance

Contracts.

18

(ISO 9001/14001)

Precision Toolings (Press Tools/Plastic Injection

Moulds/Vacuum Forming Moulds/Pressure Die-Casting Dies), Special

Purpose Machines, High Precision Components/Equipment for

Engineering and allied industries, Sheet Metal Working Machines – Sales

and Service

Process Plant and Equipment (ISO 9001, ASME ‘U’, ‘U2’, ‘S’ and ‘R’

Stamps, SQL ‘M’ Stamp China)

Pressure Vessels, Columns, Reactors, Electro polished Reactors, Shell &

Tube Heat Exchangers, Trays, Tower Internals and other Custom-built

Fabrication

Construction and Real Estate (ISO 9001/14001)

Ready Mix Concrete, Construction Projects, Property Development,

Horticulture and Envirotech Services

Electrical and Electronics (ISO 9001/14001)

Electrical Power Distribution System, Compressed Air Control System,

Electronic Technology Solution Provider (Hardware, Software,

Retrofitting, Process Control and Instrumentation, Industrial

Automation), Energy Conservation, Electrical Contra.

19

The Godrej Business Profile

Major Companies, Lines of Business and Annual Sales

Updated: October 2009

Major Companies, Lines of Business and Annual Sales (including Excise Duty)For the Fiscal Year ended December 31, 2008 / March 31, 2009

Rupees (in million)

US $(in million)

@ Rs.

48.1451 Godrej & Boyce Mfg. Co. Ltd. 37,556 780.1 MAJOR SUBSIDIARIES OF GODREJ & BOYCE MFG. CO. LTD.

(Figures in brackets indicate the Company’s interest)

2 GODREJ INDUSTRIES LTD. (59%)(Listed on the Stock Exchange)Industrial Chemicals: Fatty Alcohol, Fatty Acids, Glycerine and SurfactantsOthers: Estate Management, Finance & Investments, and Edible Oils

7,960 165.3

3 GODREJ INFOTECH LTD. (52%)Infotech Services, ERP Practice and Software Development (ISO-9001, SEI-CMM Level 4)

345 7.2

4 GODREJ (MALAYSIA) SDN. BHD., Malaysia (83%)Steel Furniture and Equipment 77 1.6

5 GODREJ (SINGAPORE) PTE. LTD., Singapore (59%)Steel Furniture and Equipment

165 3.4

MAJOR SUBSIDIARIES OF GODREJ

INDUSTRIES LTD. 165 2.5

20

6 GODREJ AGROVET LTD. (75% held by Godrej Industries Ltd.) and its subsidiariesAnimal Feeds, Agri-Inputs, Oil Palm, Processed Poultry Products and Rural Retailing

12,047 250.2

7 GODREJ PROPERTIES LTD. (81% held by Godrej Industries Ltd.)Real Estate and Property Development

1,965 40.8

8 GODREJ INTERNATIONAL LTD., Isle of Man (100% held by Godrej Industries Ltd.)International Trading

4,821 100.1

MAJOR AFFILIATES (Figures in brackets indicate the extent

of Combined Holding)

9 GODREJ CONSUMER PRODUCTS LTD. (59%) and its subsidiaries(Listed on the Stock Exchange)Personal and Household Care Products (Soaps, Detergents, Hair Colour and Toiletries)

11,330 235.3

10 GODREJ SARA LEE LTD. (49%) and its subsidiaries(A Joint Venture with Sara Lee Corp., USA)Household Insecticides

7,042 146.3

11 GEOMETRIC LTD. (27%) and its subsidiaries(Listed on the Stock Exchange)Engineering Services (ISO-9001), PLM technologies and solutions, Software services (SEI-CMM Level 5)

4,858 100.9

12 GODREJ EFACEC AUTOMATION & ROBOTICS LTD. (50%)(A Joint Venture with Efacec Automacao e Robotica S.A., Portugal)Automated Storage and Retrieval Systems, and Automated Warehousing Solutions

157 3.3

13 GODREJ HERSHEY LTD. (43%)Processed Foods and Beverages, Edible Oils and Vanaspati

1,756 36.5

14 MERCURY MFG. CO. LTD., SEZ, Chennai (50%)Steel Furniture and Office Equipment

224 4.7

21

15 GODREJ & KHIMJI (MIDDLE EAST) LLC., Oman (49%)Steel Furniture and Office Equipment

202 4.2

16 GODREJ (VIETNAM) CO. LTD., Vietnam (100%)Steel Furniture and Office Equipment

151 3.1

90,658 1,883.0

22

Various SBU’s of Prima Division

23

Potential market in Rajasthan:-

Branch

Jaipur

Top ten Markets

Sr. No

Town / Market

Actual Primary '05-'06

Estimated Potential '06-'07

Universe

(Retail)

Godrej

retails

% Reach

ABP '06-'07

Expected M. S.

Potential

'05-'06

Actual Primar

y '05-'06

Actual M.

S

.

1Jaipur /

Jaipur U/c 7940 47300 155 92 59% 9350 20% 42700 7940 19%

2 Sardarshahar 3211 14000 68 41 60% 3000 21% 13000 3211 25%

3 Jodhpur 2533 16000 60 26 43% 3000 19% 15000 2533 17%

4 Doongarpur 1132 6000 40 27 68% 1400 23% 6000 1132 19%

5 Sikar 2010 9000 58 42 72% 2000 22% 8000 2010 25%

6 Ajmer 850 10000 44 26 58% 2000 20% 9000 850 9%

7G'Nagar / H'Garh 2097 10000 76 39 51% 2000 20% 10000 2097 21%

8 Udaipur 973 8500 60 29 48% 1500 18% 8000 973 12%

9 Nagaur 757 5000 38 21 55% 833 17% 4500 757 17%

10 Bikaner 873 5000 13 5 38% 1200 24% 4500 873 19%

Total 22,376 130,800 612 347 57% 26,283 20% 120,700 22,376 19%

24

25

http://www.gpbatteries.com/html/pdf/ReCykoCat.pdf

GP Batteries International Limited has been listed on the

Mainboard of the Singapore Exchange Securities Trading Limited

since 1991. The Group is principally engaged in the development,

manufacture and marketing of batteries and battery-related

products.

Since its establishment under the Gold Peak Group in

Hong Kong, GP Batteries has rapidly expanded to become one of

the world’s major suppliers of primary and rechargeable batteries.

It is the largest consumer battery manufacturer in China. It

supplies an extensive range of battery products to original

equipment manufacturers, leading battery companies as well as

consumer retail markets under its own GP brand name.

GP Batteries’ production facilities are located in

Singapore, Hong Kong, China, Taiwan, and Malaysia, supported

by marketing and trading offices spanning across Asia, Europe

and North America. The Group currently employs about 9,800

people worldwide and occupies a total floor area of approximately

297,000 square metres.

26

2009 FebruaryGP Batteries formed a long-term strategic alliance with Boston-Power, Inc of the US to develop and manufacture Sonata, the next-generation Lithium ion batteries for notebook computers.

2009 JanuaryIn Hong Kong, AC Nielsen's MarketTrack report ranked GP rechargeable battery and charger the first in sales volume and value for five consecutive years from 2004 to 2008. GP Ultra Alkaline battery was also ranked No. 1 in sales volume from 2004 to 2008.

2008 JulySylva Industries Limited, a wholly-owned subsidiary and the manufacturing arm of GP Batteries, received a Bronze Award of the 2008 HKMA Quality Award from The Hong Kong Management Association. The award recognized Sylva's high-level of quality and management standards as well as enduring commitment to total quality management.

2008 JuneThe Group's 10 factories in China were awarded "Green Medals" in the One Factory-One Year-One Environmental Project ("1-1-1") Program organized by the Federation of Hong Kong Industries in recognition of their contribution to the environmental improvement in Hong Kong and the Pearl River Delta region by each completing three or more environmental projects in 2007.

2008 AprilGP Batteries entered into a strategic agreement with Vectrix Corporation of the US to develop and supply

27

Lithium ion batteries for Vectrix's zero emission vehicles.

2007 SeptemberGP Batteries introduced a light-weight and durable GP Solar Charger for NiMH rechargeable batteries.

2007 MayGP Batteries launched the GP ReCyko batteries, the new generation ready-to-use Nickel Metal Hydride ("NiMH") rechargeable batteries.

2006 DecemberNingbo GP Energy Co., Ltd, upon restructuring, became a 90%-owned subsidiary of the Group.

2006 OctoberGP Batteries and EVermont, Inc. of the US jointly unveiled their latest Plug-in Hybrid Electric Vehicle with a longer emission-free driving range at the Society of Environmental Journalists' 16th Annual Conference in the US.

2006 AugustGP Batteries entered into a cooperation agreement with Amita Technologies Inc. and Welldone Company to set up a new company, GWA Energy, Inc., for the sales and marketing of high-power Lithium polymer battery and battery packs.

2004 JuneGP Batteries entered into an agreement with Sanyo Energy Tottori Co., Ltd to set up a joint venture company, Ningbo GP Sanyo Energy Co., Ltd., to produce primary Lithium batteries in China.

Changzhou Lithium Batteries Ltd, a 55:45 joint venture between the Group and Chang Zhou Xin Qu Fu Ba Batteries Limited, was incorporated to manufacture Lithium coin cells in China.

2004 May

28

GP Batteries acquired a 50% interest in Aim High Group Ltd., which enhanced the Group's presence in Eastern Europe and Russia.

2004 AprilGP Batteries entered into an agreement with Danionics A/S of Denmark to set up a joint venture in China to produce Lithium ion Polymer batteries.

2004 JanuaryGP Batteries was named a Hong Kong top ten brand name for the second time and won the Honorary Award at the 2003 Hong Kong Top Ten Brandnames Awards organized by the Chinese Manufacturers' Association of Hong Kong.

2003 JanuaryAC Nielsen's survey report in Hong Kong indicated that GP Batteries achieved the fastest growth in sales volume and value in the alkaline segment among other brands in Year 2002.

2002 NovemberGP Batteries acquired 75% of the issued capital of Zhongyin (Ningbo) Battery Co., Ltd. ("Ningbo Batteries"), China's second largest alkaline battery manufacturer. Ningbo Batteries owns the "Pairdeer" brand which was named "China Top Brand (battery category)".

2002 MarchThe "GP" brand was ranked amongst the Top 10 Best Selling Battery Brands in China in 2001 in a survey conducted by the National Bureau of Statistics of China.

2001 DecemberGP Batteries acquired the Thin Metal Film Lead Acid battery production facility and intellectual properties from Bolder Technologies Corporation in the US. This new technology enabled GP Batteries to offer a superior emergency starter battery for the automobile industry.

29

A research and development center has been set up in Singapore after the acquisition.

2001 AprilGP Batteries' Lithium ion battery plant in Taiwan commenced the mass production of 2100mAh Lithium ion 18650 battery. GP Batteries was one of the first in the industry to mass-produce this 2100mAh battery.

1999 DecemberThe Group's battery brand, "GP", won the 1999 "Hong Kong Top Ten Brandnames Awards" organized by the Chinese Manufacturers' Association of Hong Kong.

1998GP Batteries acquired Duracell's Lithium Ion rechargeable battery manufacturing facilities.

1991GP Batteries International Limited was listed on the Singapore Exchange Securities Trading Limited (SGX).

1990GP Batteries International Limited was incorporated in Singapore as the regional headquarters and holding company of the Battery Division.

1986Gold Peak Group started to invest in China by forming a number of manufacturing joint ventures.

1984Gold Peak Industries (Holdings) Limited, the parent company of Gold Peak group, was listed in Hong Kong. The public company comprised the business of the Battery Division and Electronics Division.

1968Gold Peak Group expanded its operations to Taiwan for

30

the manufacture of battery products.

1964Gold Peak Electric Co. Ltd. was founded in Hong Kong to manufacture dry batteries.

31

GP Ultra Alkaline battery is especially formulated to meet the increasing demands of today's new generation of high power devices such as; PDAs, Digital Cameras, Remote Controlled Toys, Audio and other portable devices alike.

Best for:MD, CD Players; PDAs; Remote Controlled Toys; Portable Devices.

Unique DesignAlways plug-in for instant energyCharge 1 or 2 pcs of NiMH AA / AAA

Unique DesignAlways plug-in for instant energyCharge 2 or 4 pcs of NiMH AA / AAA

32

D C AA AAA 9V

GP Super Alkaline battery is especially suitable for high to medium drain battery operated devices. With improved performance, it gives you longer lasting power for today's popular portable devices.

Best for:Flashlights; Toys and Electronic Games; Remote Controls; Mini Portable Radio; MD and CD Players.

Ultra Plus Alkaline Material Safety Data Sheet

GP ModelVolta

ge (V)

Dimension Cross Reference

Dia (mm)Ht

(mm)

IEC JISEnergi

zerOther

33

http://www.gpbatteries.com/pic/MSDS%20INFORMATION.pdf

GP13AUP

1.5 34.2 61.5LR2

0LR2

0E95 D

GP14AUP

1.5 26.2 50LR1

4LR1

4E93 C

GP15AUP

1.5 14.5 50.5 LR6 LR6 E91 AA

GP24AUP

1.5 10.5 44.5LR0

3LR0

3E92

AAA

GP1604AUP

9.026.5(L)x17

.5(W)48.5(

H)6LF22

6LF22

522 -

Ultra Alkaline Material Safety Data Sheet

GP ModelVoltage (V)

Dimension Cross Reference Dia

(mm)Ht

(mm)IEC JIS

Energizer

Other

GP13AU

1.5 34.2 61.5LR2

0LR2

0E95 D

34

http://www.gpbatteries.com/pic/GP13AUdatasheet.pdf

http://www.gpbatteries.com/pic/GP13AUdatasheet.pdf

http://www.gpbatteries.com/pic/MSDS%20INFORMATION.pdf

http://www.gpbatteries.com/pic/DataSheetGP1604AUP.pdf

http://www.gpbatteries.com/pic/DataSheetGP1604AUP.pdf

http://www.gpbatteries.com/pic/GP24AUP%20datasheet.pdf








GP14AU

1.5 26.2 50.0LR1

4LR1

4E93 C

GP15AU

1.5 14.5 50.5 LR6 LR6 E91 AA

GP24AU

1.5 10.5 44.5LR0

3LR0

3E92 AAA

GP1604AU

9.0

26.5(L) x

17.5(W)

48.5(H)

6LR22

6LF22

522 -

35

http://www.gpbatteries.com/pic/RPKS9009R10-DataSheetGP1604AU.pdf

http://www.gpbatteries.com/pic/RPKS9009R10-DataSheetGP1604AU.pdf

http://www.gpbatteries.com/pic/GP24AU.pdf




http://www.gpbatteries.com/pic/GP14AU_DS.pdf

http://www.gpbatteries.com/pic/GP14AU_DS.pdf

36

TYPES OF BATTERIES:-

Batteries available in the market are usually classified as primary batteries and rechargeable batteries.

Primary batteries are sometimes called "throw-away" batteries because they will be discarded when they are flat, as they cannot be recharged for reuse. Common types of primary batteries include alkaline, zinc carbon, lithium, silver oxide and zinc air batteries.

Rechargeable batteries can be recharged and reused for up to 1000 times depending on usage conditions. Common types of rechargeable batteries include Nickel Metal Hydride (NiMH), Nickel Cadmium (NiCd) and Lithium Ion (Li-ion) batteries.

Battery types Voltage (V) Common usages

Primary

Alkaline 1.5 CD/MD/MP3 players, toys, cameras, remote controls

Carbon zinc 1.5 Clocks, radios, smoke alarm

Lithium coin 3.0 Calculators, electronic organizers

Lithium photo 3.0 / 6.0 Cameras

Silver oxide 1.55 Watches

Zinc air 1.4 Hearing aids

Rechargeable

NiMH 1.2 Digital cameras, portable CD, MD, MP3 players,

OBJECTIVES OF THE STUDY

37






Primary







Rechargeable


The following are the specific objectives of the study:-

1. To check out willingness & establishment of state level tie ups of Godrej & Boyce Manufacturing Co. Ltd. with various companies having Account with Multiple Locations (AML’s).

2. To search the potential dealer in Gangapur City and Dholpur for Godrej GP batteries.

3. To help in business development of GP batteries of Godrej & Boyce Mfg. Co. Ltd.

4. To find out the satisfaction level of existing customers .

5. To study the Channel of Distribution of Godrej & Boyce Manufacturing Co. Ltd.

6. To create brand awareness of GP batteries of Godrej & Boyce Mfg. Co. Ltd. through survey.

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Primary







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RESEARCH METHEDOLOGY

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STUDY INSTRUMENTS

Questionnaire

To get a meaning data on topic, a set of structured close-ended questionnaire was repaired for distributor and retailers in territory.

Feedback form

One feedback form is designed for the pre existing customer to check the consumer demand and satisfication.

Interview

The technique of interview was opted as one of the tools of the study. Interviews were conducted on the dealers to have an insight on them.

Presentation

The technique of Presentation was opted as one of the tools of the study. Presentations were conducted on the clients for the purpose of establishment of state tie-ups.

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DATA COLLECTION AND ANALYSIS

PRIMARY DATA COLLECTION

Primary data has been collected from the distributor. Distributor approaches with a structured questionnaire covering all the aspects of exploring necessary information from them. Data collected was then analyzed using tabulation, calculation, of percentage and weighted average method.

SECONDARY DATA COLLECTION

Secondary data has been collected from various magazines, internet, Journal, News paper etc to collect information regarding organization.

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TOOLS USED FOR DATA ANALYSIS

BAR CHART

PIE CHART

Limitations of study People generally reluctant to disclose the prices of their

existing batteries and premixes, which causes hindrance in analyzing competitor prices.

Very low brand equity, high competitors, low consumer awareness etc.

All of the dealers are not aware the Godrej GP batteries in Gangapur City and Dholpur

Respondent were considering us as a salesman so they were not giving proper response.

Time constraint.

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ANALYSIS

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Awareness of People about Godrej GP Batteries

INTERPRETATION

95% of the respondents were unaware of the Godrej Vending Machine. Only below than 5% of people were aware of it.

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Preference of People in Using batteries brand

INTERPRETATION

Maximum percentage of people uses Duracell of Every days and Nippo approximately 73%, whereas only 27% people use other brand that is the lowest number out of 100 clients surveyed. In which only 5% People are aware about Godrej.

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Strengths

Strong Brand Image of Godrej in Market Vast range of models for GP batteries Unique features of GP batteries Batteries are eco-friendly Batteries are 10 times powerful than its competitor.

Weaknesses

Lack of Corporate tie-ups for GP batteries Lack of potential dealer in Rajasthan No promotional strategy Late entrance in Battery business in India. High cost of Products Lack of awareness in market about GP Batteries and products

marketed by Prima Division of Godrej & Boyce Mfg. Co. Ltd. More work will be done in rural area.

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Opportunities

Large untapped market Various models of batteries are about to launch with extra features Cost cutting strategies of many organizations will lead to higher

use of batteries Increasing demand for batteries in this machinery era. People are becoming more aware about benefits of Batteries

Threats

Pre-existed potential competitors e.g. Dura cell of Everyday etc. with very good brand image

Aggressive marketing strategies of competitors More discount given by the competitors to increase the sales Low cost of locally manufactured batteries used by competitors Aggressive promotional strategies of competitor

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PROJECT FINDINGS

`

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PROJECT FINDINGS:

My findings and suggestions are based upon the research I performed through the survey conducted and by personal interaction and experience by being a part of the organization over a span of two months.

Market of Gangapur City and Dholpur is dominated by Duracell of every day whereas percentage of godrej is very low.

Cost of godrej GP batteries are costlier than competitor machines. People generally prefer low cost of batteries in rural area because

the price of batteries of local brand and other company is very low

compare to godrej.

Godrej GP batteries price should be varied according to the consumption level of premixes, lower price can be offered where consumption level is high.

The distribution channel of godrej Batteries is not good, proper after sales services and timely distribution is not adequate.

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RECCOMENDATIONS

&

SUGGESTIONS

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SHORT AND MEDIUM TERM STRATEGIES FOR DEALERS

1. Problem - AWARENESS ABOUT THE PRODUCT

Most of the dealers are not aware the godrej GP batteries. Even they are having other products of godrej & Boyce Mfg. Ltd. But they don’t know about GP batteries. Even some dealers in jaipur are aware but in Gangapur City and Dholpur all the dealers are unaware about the Product.

Solution-

1) All the dealers must be made aware about godrej GP batteries. 2) An executive of Godrej & Boyce Mfg. Ltd. Should conduct an

official visit to make them aware about the same.3) Advertisement of Godrej & Boyce GP batteries should be given

in local new’s papers (Rajasthan patrika, Dainik Bhaskar etc., FM radio and local TV channels in Jaipur, Kota and Udaipur and rural area of Rajasthan.

2. Problem - SUPPLY PROBLEM

Inefficient supply by the company of desired models by customer to the dealer is the problem.

Solutions:-

1) The Godrej & Boyce Mfg. Co. Ltd. Should keep adequate stock for the dealer so that the demand of desired models could be satisfied in time.

2) The company should encourage dealers by giving then adequate discount on additional stock of machines.

3) The executive of Godrej & Boyce Co. Ltd. Should be monthly visit at every dealer’s outlet and this visit should be double during the peak seasons.

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3. Problem - NO PROMOTIONAL STRATEGIES

No promotional strategies adopted by Prima Division of Godrej & Boyce CO. Mfg. Ltd.

Solution:-

1) The Godrej & Boyce Co. Mfg.Ltd. should encourage the distributor to increase the dealer to increase the selling force by hiring the skilled and efficient salesmen and the company should conduct a short term STP (salesmen Training Programme) to train the motivate the work force to enhance their capabilities to re-gain the company’s lost image in the eyes of the dealers. The company should motivate and encourage the salesmen to sell more by giving them incentives, award (Best Salesman – Monthly/Yearly, holiday’s trips etc) and promotions.2) The Godrej & Boyce Co. Mfg. Ltd. should provide necessary (pamphlets, broachers, danglers etc) latest catalogues etc to the dealers.3) The Godrej & Boyce CO. Mfg. Ltd. Should encourage the dealers to collect the information about the customers so that the company can make a consumer benefits policies to encourage the customer for a new purchase or use Godrej GP Batteries.

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4. Problem - INEFFICIENT PRICING POLICIES

Pricing policies is inefficient in comparison to competitors.

Solutions:-

1) The company should keep in mind the pricing policies of the competitors & design its pricing policies segment wise accordingly.2) The pricing should be dine in such a way that the pricing of its product should be lower than its competitors to capture the lost market of the company.

5. Problem - NO DEMAND

Very low brand equity now high competitors, no consumer awareness etc.

Solutions:-

1) Adopting the above solutions can increase the brand equity as well as ward off competitions.

2) Advertisement should be given in local news’s paper, FM radio, and local T.V. channel s for consumer awareness.

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LONG TERM STRATEGIES FOR DEALERS

We assume that by adopting the above short term strategies the lost image of the company has improved in the eyes of the dealers and they have started stocking batteries and sales have also increased. We adopt some long term strategies for the dealers to capture the market.

Monthly dealer meeting - the Godrej & Boyce Co. Ltd. Should organize monthly region wise meeting to collect the sale data, feedback about market and the product and also to increase the sale.

Feedback - A feedback form should be provided to the dealers in which they can fill and provide us the information regarding suggestions, queries, innovative, ideas about improvement in the services and in product, consumer related information like latest trends and facilities.

Yearly dealer meeting - An annual meeting of all dealer, distributer and company executive should be conducted by the company to create the good relationship between the company and above sales channel and to boost them to sale more. If company is to launch a new product or new scheme this annual meeting will provide a platform to discuss the same with the sale channel and to take any suggestion by hem. This would enhance the image of the company in the eye of distributor and dealer.

Award and incentives – Annual award should be given to the best dealer in the region in the term of sale by providing him with foreign trips holiday package for the family incentives gifts should be given to the best salesman of the year to motivate them to sale more.

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PCP (Performance checking programs) the PCP is a criterion by the company to check the performance of the distributer by dealer and vice versa. Performance analysis of dealers.

MEDIUM TERM STRAREGIES FOR CUSTOMERS

1. Problem - CONSUMER AWARENESS

Solutions:-

1) Nation wise advertisement should be given in every source of media about the Godrej GP batteries.

2) Advertisement should be given in local media like news’s papers (Rajasthan patrika, dainik Bhaskar) local T.V channel (ETV Rajasthan, Bhaskar T.V.) FM radio (Radio mirchi, radio city, my FM, Radio Tadka) to aware the customer about Godrej GP batteries and it should give information about all the dealers.

3) Big boarding and hording information about the Godrej GP batteries should be put on both the side of all busy road of the targeted cities.

4) Road shows should be organized by the company to aware the customer about Godrej GP batteries

2. Problem - NEEDOut of the total surveyed the dealer told us that out of 100 customer, 22% buy a batteries when need comes, so this is practically a good percentage and need to be targeted.

Solutions:-

1) Advertisement should be given about all the product range.2) Especially discount should be given on premix to those distributor who would ordered more.

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www.google.com

www.godrej.com

www.wikepedia.org

www.books.google.com

www.gpbatteries.com

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