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Significant Considerations in the Purchase of Electronic Home
Appliances
Submitted by:
Reema Jaggi
University Roll No. - 94972238218
Submitted in partial fulfilment of the MBA program 2009-2011
PUNJAB COLLEGE OF TECHNICAL EDUCATION, LUDHIANA
Acknowledgement
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My training period had been a great learning experience and it wouldnt have been without
the support of various people, who helped me to accomplish my project successfully. I
express my sincere thanks to all those who had guided me in one or the other way.
I would like to thank Mr. Hemant Bhalla(Associate Manager-Marketing),Godrej &
Boyce Manufacturing Co. Ltd. for giving me an opportunity to prove my worthiness in the
Marketing Department of the company and providing me with an insight into the marketing
world. He always proved as an excellent project guide & without his guidance this training
would not have been successful. I have seen in him an exceptional leader and will try to
follow and implement some of the techniques.
I would also like to thank all members of the Marketing Department who at all times treated
me as a part of their department and not as outside trainee. I am also thankful to the various
heads of departments and their assistants for sharing their experiences and also for giving
their valuable suggestions.
I would like to thank my mentor MsChitwan Bhutani who was there to guide me through
out my project and helped in the completion of the final report.
Date: 9th August,2010
Place: Ludhiana Reema Jaggi
Declaration
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I Reema Jaggi of PCTE do hereby declare that this project relating to Dealers perspective
regarding appliances- Case Study on GODREJ, has been prepared by after completing my
dissertation in the same, as a part of my requirements of the MBA program of PCTE batch
2009-2011.
My guide to this project was Ms Chitwan Bhutani.
Reema Jaggi
(University Roll No.
MBA (Batch 2009-2011)
PUNJAB COLLEGE OF TECHNICAL EDUCATION
Certificate-1
This is to certify that report entitled Dealers Perspective regarding appliances- Case Study
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on GODREJ submitted for the degree of MBA in subject of summer training report, is a
bonafide research project carried out by Reema Jaggi, PCTE student under my supervision
and no part of this report has been submitted for any other degree.
The assistance and help received during the course of investigation have been fully
acknowledged.
Ms Chitwan Bhutani
Major Advisor
UNIT CONTENTS Pg.No.
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A Chapter-1 Corporate profile
History
Pirojsha Godrej
Incorporation
Corporate timeline
Board of Directors
Annual sales
Organisational chart
Corporate Mission
Corporate shared values
Corporate Care
Godrej Group Profile
Business Profile
Awards and Honours
Branch Locations and Godrej Group
Godrej & Boyce Mfg. Co. Ltd.
Products & services
Products of appliance division
Shareholders
Employees
Statutory auditors
1-29
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Corporate concerns
The Pirojsha Godrej foundation
The Soonabai Pirojsha Godrej foundation
The Godrej memorial trust
Naoroji Godrej center
Swot Analysis
Bankers
Human Resource
Planning
Chapter-2 Financial analysis
Ratio analysis
Trend analysis
30-46
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CONTENTS- UNIT B Pg.No.
48
49-53
54-61
62-80
81
82
83
84
(I) INTRODUCTION
(II) REVIEW OF LITERATURE
The Study
Need of Study
Research Objectives
(III) RESEARCH METHODOLOGY
Concept of marketing research
Research design
Limitations of the research
Sampling design
Limitations of Study
(IV)DATA ANALYSIS AND INTERPRETATION
CONCLUSION
SUGGESTIONS AND RECOMMENDATIONS
BIBLIOGRAPHY
ANNEXURE 1
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Table No. List of tables Pg.No.
1.1
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
4.10
4.11
4.12
4.13
4.14
4.154.16
4.17
Trend Analysis
Experience of Dealers
Brands represented by dealers
Products represented by dealers
Factors considered while dealing with a brand
Factors influencing dealers to do more sales
Extra benefits given on bulk sales
Dealership with Godrej appliances
Godrej products dealt by dealers
Display of Godrej appliances
Products generating more sales
Reasons for low sales of least saleable item
Satisfaction with regard to companys offered services
Satisfaction with regard to promptness
Satisfaction with regard to promotional tools
Continuation of dealership with GodrejReasons for quitting dealership with Godrej
Dealers preference to deal with Godrej in future
45
63
64
65
66-67
68
69
70
71
72
73
74
75
76
77
7879
80
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Fig No. List of Figures Pg.No.
1.1
1.2
1.3
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
4.10
4.11
4.12
4.13
4.14
4.15
4.16
4.17
Trend of Turnover
Trend of Net profit
Trend of EPS
Experience of Dealers
Brands represented by dealers
Products represented by dealers
Factors considered while dealing with a brand
Factors influencing dealers to do more sales
Extra benefits given on bulk sales
Dealership with Godrej appliances
Godrej products dealt by dealers
Display of Godrej appliances
Products generating more sales
Reasons for low sales of least saleable item
Satisfaction with regard to companys offered services
Satisfaction with regard to promptness
Satisfaction with regard to promotional tools
Continuation of dealership with Godrej
Reasons for quitting dealership with Godrej
Dealers preference to deal with Godrej in future
45
46
47
63
64
65
66-67
68
69
70
71
72
73
74
75
76
77
78
79
80
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UNIT-A
Chapter-1
CORPORATEPROFILE
HISTORY
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Pirojsha Godrej
The Company celebrated its centenary in 1997. In 1897 a young man named Ardeshir Godrej
gave up law and turned to lock making. Ardeshir went on to make safes and security
equipment of the highest order, and then stunned the world by creating toilet soap from
vegetable oil.
His brother Pirojsha Godrej carried Ardeshir's dream forward, leading Godrej towards
becoming a vibrant, multi-business enterprise. Pirojsha laid the foundation for the sprawling
industrial garden township (ISO 14001-certified) now called Pirojshanagar in the suburbs of
Mumbai. Godrej touches the lives of millions of Indians every day. To them, it is a symbol of
enduring ideals in a changing world.
Incorporation
Established in 1897, the Company was incorporated with limited Liability on March 3, 1932,
under the Indian Companies Act,1913.
Corporate Timeline
1897 - Godrej & Boyce Mfg. Co. Ltd established
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1918 - Godrej Soaps Limited incorporated
1961- Godrej Started Manufacturing Forklift Trucks in India
1971- Godrej Agrovet 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 Agrovet Limited incorporated
1994 - Transelektra Domestic Products acquired
1995 - Transelektra forged a strategic alliance with Sara Lee USA
1999 - Transelektra renamed Godrej Sara Lee Limited and incorporated Godrej
Infotech Ltd.
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 GodrejBeverages & 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 colourful logo and a fresh identity music
Board of Directors
Chairman & Managing Director: JAMSHYD N. GODREJ
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Executive Directors:
Phiroze D. Lam : Executive Director and President of the co.
Kyamas A. Palia : Executive Director(Finance)
Vijay M. Crishna : Lawkim Motors
Anil G. Verma : Personal & Administration
Non-executive Directors
Adi B. Godrej : Chairman - Godrej Group
Nadir B. Godrej : MD Godrej Industries,
Chairman - Godrej Agrovet
Kavas N. Petigara : Chemical consultant & Businessman
Behram A. Hathikhanavala : Management Consultant
Fali P. Sarkari : Chartered accountant
Pradip P. Shah : Financial Advisor
Anita Ramachandran : HR consultant
Sales (including excise duty)
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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Organisational Chart
George Menzes
(COO)
Kamal Nandi
(VP-Sales & Marketing)
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ASM ASM
ASM
ASM ASM ASM
Corporate mission
We shall operate in existing & new businesses which capitalize on the Godrej brand
& our corporate image of reliability and integrity.
Our objective is to delight our customers, both in India and Abroad. We shall strive for excellence by nurturing, developing & empowering our employees
& suppliers.
Mohali
Branch
Ramandeep Singh Trehan
(GM-Sales)
19
Branches
Atin
RSM-Haryana
Bikram Jit Singh
RSM-Punjab
Vijayesh Rana
RSM-Chandigarh
Ramesh Chembath
Head-Marketing
Hemant Bhalla
AM-Marketing
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We shall encourage an open atmosphere conducive to learning & team work.
We shall achieve these objectives through continuous improvement in quality, cost &
customer service.
Corporate Shared Values
Commitment to quality
Dedication and commitment
Customer orientation
Honesty & integrity
Learning organization
Openness & transparency
Team work
Respect, care & concern for people
Trust
Corporate Care
As we complete our first century and enter the next one, our vision shines on with
brightness our founder intended- The concept of trusteeship of wealth.
Begun with a spontaneous donation of Rs.3 lac to the Tilak fund by Ardeshir Godrej,this initiation of philanthropy was strengthened by Pirojsha Godrej, who made it a
corporate policy.
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Along with housing, schooling, medical aid & paid leave to workers, Pirojsha was
also deeply concerned about environmental & social causes.
This vision continues to be the leading light in our lives.
Godrej Group Profile
Started in 1897 as a locks manufacturing company, the Godrej Group is today one of the
most accomplished and diversified business houses in India. Godrej's success has been driven
by the company's commitment to delivering innovation and excellence. Through the
consistent application of this commitment and a century of ethical business conduct, Godrej
has earned an unparalleled reputation for trust and reliability.
In 1930, Godrej became the first company in the world to develop the technology to
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manufacture soap with vegetable oils; that spirit of innovation has continued throughout the
organization's history. Today Godrej is delivering consumers exciting innovations across a
spectrum of businesses. The company's pursuit of excellence is equally well established and
enduring.
In the 1944 Mumbai docks blast, Godrej safes were the only security equipment whose
contents were unharmed; an equal level of product quality continues to be expected from
every product bearing the Godrej brand name. Godrej management understands that the
company's greatest asset is the trust and faith that consumers have reposed in it, and
recognizes that the company must continue to earn this trust.
This translates to the organization delivering outstanding quality and value in everything it
does.
Godrej's ethical and visionary practices have allowed the company to successfully expand
into a number of businesses. Today Godrej is a leading manufacturer of goods and provider
of services in a multitude of categories: home appliances, consumer durables, consumer
products, industrial products, and agri products to name a few. A recent estimate suggested
that 350 million people across India use Godrej products. The group has more recently
entered the real estate and information technology sectors, and management views these as
avenues for enormous growth.
The Godrej Group stands in a strong position today. With annual sales in excess of $1 billion,a workforce of approximately 18,000, and a strong diversified portfolio, Godrej has proven
its ability to deliver strong financial performance.
Business profile
Godrej group of companies are todays one of the largest engineering and consumer products
company in the country having varied interests from engineering to personal care products
with a total sales turnover of about US$ 1.7 bn.
It is also one of the most respected corporate houses known for its philanthropy and initiation
of labour reforms besides being recognised for its values of fair, transparent and ethical
dealings.
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The company has the following businesses which manufacture and market a wide range of
consumer durables and industrial products:
Chemicals
We are Indias leading manufacturers of oleo chemicals and over hundreds of different
industrial chemicals. With our global reach spreading wings across 40 countries, we were
conferred the prestigious exports award by Chemexcil for 3 consecutive years in 1998-99,
1999-00 and 2000-01.The products in our portfolio are used in a variety of applications:
cosmetics, tyres, detergents, pharmaceuticals, cigarettes, toothpaste and more.
Associate Companies
Godrej Properties
Godrej Properties was incepted in 1990 with an aim of providing ultra-modern townships to
discerning customers at affordable prices. It adheres to a simple philosophy of providing
exemplary service based on the optimal use of available resources.
Godrej Consumer Products
Godrej Consumer Products is a major player in the Indian FMCG market with a huge
portfolio of products in the form of personal, hair, and household & fabric care segments.
With 3 state-of-art manufacturing facilities at Malanpur (MP), Guwahati (Assam) and Baddi
(HP), this division employs 950 people across these industrial plants.
Godrej Household Products
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Godrej Household Products Limited (GHPL) is a wholly owned subsidiary of Godrej
Consumer Products Limited. With strong brands like Good Knight, HIT, Jet, Ambipur,
Brylcreem and Kiwi, GHPL is the market leader in the Indian household insecticides
category and has a dominant presence in the air care, shoe care and male hair care markets.
Godrej Hershey
Godrej Hershey is one of the most respected business conglomerates established in 2006 with
a prime focus on the food division. The range of products from the house of Godrej Hershey
covers a number of popular products in the segment of Confectionery, Non Carbonated
Beverages, Cooking Aids, Packet Tea and Edible Oil.
Godrej Agrovet
Godrej Agrovet, formerly a division of Godrej Soaps Ltd. was reformed in 1971 with a focus
on the agricultural sector. Over the years this division has developed a close relationship with
farmers with its innovative offerings in the form of animal feed, oil palm plantations,
agrochemicals and poultry.
Awards and Honours
Godrej Consumer Products Limited ranks9th in the Great Place to Work Survey for
2008 .
GCPL, the Highest Ranked Indian FMCG in Asia's Hot Growth Companies' List by
Business Week .
Godrej Consumer Products Ltd. has been ranked14th in The Best
Companies to Work For study. This study was jointly conducted by Business Today,
Mercer and Taylor Nelson Sofres (TNS)
Godrej Consumer Products Ranks6th in ET-Hewitt Best Employers of India survey .
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GCPL ranked15th in Great Places to Work 2006 survey .
The Corporate Citizen of the Year Award given by Economic Times.
Flagship brands Good knight,Cinthol and Ezee selected Super brands by the Super
brands Council.
Godrej Sara Lee, the JV between the Godrej Group and Sara lee Corporation, USA is
acknowledged the World's largest mat manufacturers and South Asia's largest
manufactures of Coils.
Godrej Consumer Products Limited, adjudged as a Business Super brand by the
Super Brands Council.
The Return on Capital Employed and Return on Net Worth ratios of Godrej
Consumer Products - the highest in corporate India.
Godrej Consumer Products was awarded the "Best Managed Workforce" award given
by Hewitt Associates and CNBC TV18.
Godrej Consumer Products features in the top 25 list of Great Places to Work
(survey conducted by Grow Talent in association with Business World) for four years
in a row.
Lifetime Achievement Award for Godrej Industries from CHEMEXCIL the basic
chemical pharmaceuticals and cosmetics experts promotion council
2006 Lalji Mehrotra Foundation Award for Excellence, conferred by National Society
for Equal Opportunities for the Handicapped. Great Son of India Award given to
Sohrab Godrej by National Convention for Protection of India's Resources and
Environment.
2005BNHS Green Governance Award for the Category - Conservation & Restoration
of Habitat, awarded to Godrej & Boyce Mfg. Co. Ltd
2003Economic Times Corporate Excellence Award for Corporate Citizenship
1994 Nisarga Mitra Award from Rotary Club of Bombay, Vikhroli for
Environmental Conservation
1991 Indira Gandhi Paryavaran Puraskar awarded to Sohrabji Godrej.
1989 Institution of Economic Studies Lok Shree Award for Social Commitment
towards the societ
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Ahmedabad Bhubneshwar
Bhopal Guwahati
Jabalpur
Pune
Chennai
Bangalore
Coimbatore
Hyderabad
Kochi
Trivandrum
Vishakhapatnam
International operators
UK
Netherlands
South Africa
Kenya
Kingdom of Saudi Arabia
Bahrain
s
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UAE
Oman
Sri Lanka
Bangladesh
Veitnam
Malaysia
Singapore
Godrej Group Structure
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Godrej and Boyce Mfg. Co. Ltd.
Products and Services
APPLIANCES (ISO 9001/14001)
Refrigerators, Washing Machines, Air Conditioners, Microwave Ovens and DVD Players
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INTERIO FURNITURE (ISO 9001/14001; OHSAS 18001)
Office Furniture - Desking, Seating, Open Plan Office Systems, Computer , furniture and
Storages; Home Furniture - Living, Dining and Bedroom furniture; Kitchen cabinets.
Laboratory furniture; Marine accommodation; Healthcare furniture; Turnkey interiors;
Carpet tiles; Mattresses
LOCKS (ISO 9001/14001; OHSAS 18001)
Padlocks, Furniture locks, Mechanical and electromechanical door locks,
Door Controls, Architectural and Glass Hardware, Customized solutions & Cartini range
of Scissors, Knives and Kitchen Accessories
SECURITY SOLUTIONS (ISO 9001/14001; OHSAS18001)
Strong Room Doors, Safe Deposit Lockers, Data/ATM Safes, Burglary and Fire Resisting
Safes; Record & Filing Cabinets, Cash Boxes, Coffers,
Electronic Safes, Hotel Safes; Currency Sorters & Cash Counting Machines; Fire Doors,
Entranza Home Doors; Marine Doors & Hatches; Premises Security Solutions;
Surveillance, Scanning and Screening Systems; Baggage Scanners, Door Frame Metal
Detectors, Access Control Systems; Fire and Burglar Alarm Systems, Video Door Phones
PRIMA VENDING AND AUDIO-VISUAL SOLUTIONS (ISO 9001)
Vending Machines and Operations (Services), Audio Visual Solutions
STORAGE SOLUTIONS (ISO 9001)
Shelving and Racking systems (Static and Mobile), Drive-in System,
Cantilever System, Mezzanine Floors, Gravity Flow System, Special
Warehousing Solutions, Tool Storage Cabinets, Work surfaces, Trolleys and Warehousing
Consultancy
MATERIAL HANDLING (ISO 9001/14001; OHSAS 18001)
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Forklift Trucks (Diesel, Electric and LPG) and Attachments; Warehouse
Trucks; Tyre Handlers; Tele Handlers; Container Handling Trucks; Industrial Cleaning and
Personal Access Equipment; Spare Parts, Service and Maintenance Contracts; Trucks on
Hire, Pre-owned Trucks.
INDUSTRIAL PRODUCTS (ISO 9001/14001)
Sheet Metal Dies, Die Casting Dies, Thermo-compression Moulds, Special Purpose
Machines, Jigs and Fixtures, High Precision Components/Equipment for Engineering and
allied industries, Sheet Metal
Working Machines Sales and Service
PROCESS EQUIPMENT (ISO 9001/14001; OHSAS 18001; ASME U,
U2,U3, S; NBBI R; AD Merkblatt HP0; Chinese SELO)
Heavy Walled Reactors, High Pressure Vessels, High Pressure Shell and
Tube Heat Exchangers, Reactor/Tower Internals and Trays
ELECTRICALS AND ELECTRONICS (ISO 9001/14001, OHSAS 18001)
Busbar Power Distribution Systems, Compressors and Compressed Air
Control Systems, Industrial Electronics and Automation, Energy
Conservation and Green Building Services, Turnkey Electrical and Power
Infrastructure Projects
LAWKIM ELECTRIC MOTORS (ISO 9001/14001/17025, CMRI, UL)
Motors (FHP, Custom-designed and Metric Motors for Hermetic, HVAC,
General Purpose Applications), Calibration and Testing (Electro-technical
and Thermal Calibration)
CONSTRUCTION AND REAL ESTATE
(ISO 9001/14001; OHSAS 18001)
Ready Mix Concrete, Construction Projects, Property Development, Real
Estate Leasing and Services updated
Products of the appliance division
o Refrigerators
Direct cool
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Cold Gold Deluxe
Pantacool V2
Pantacool
Axis
No.1
GDC 110
Edge
Frost free
EON
Pantacool
o Air conditioners
Split AC
Mirror star series
Silver line series
Pearl series
Ivory series
Window AC
Navigator series
Maxi miser series
o Washing machines
Fully automatic
Semi automatic
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o Microwave ovens
Steam
Convection
Grill/combination
Solo
SHAREHOLDERS
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Since its inception, the Company is controlled by the GODREJ family based in Mumbai,
India. Its shares are not listed on any Stock Exchange. About one-fourth of the Company's
share capital is held by Pirojsha Godrej Foundation, a public charitable trust.
EMPLOYEES
10,700 (including 2,000 in Sales and Service)
STATUTORY AUDITORS
KALYANIWALLA & MISTRY, Chartered Accountants
Corporate concerns
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The concept of trusteeship of wealth. Begun by the founderArdeshir Godrej through a
spontaneous gesture of a Rs. 3-lakh donation in 1926 to the Tilak Fund for the upliftment of
Harijans. Acknowledged by the Mahatma as the biggest contribution he had received for the
cause.
The initation of philanthropy by Ardeshir was strengthened by his brotherPirojsha, who
made it a corporate principle for the Godrej group. Anticipating labour legislation by
providing housing, schooling (epitomised today in the Godrej Udayachal Schools), medical
aid and paid leave to workers. Environment and social concerns were equally vital to his
vision. And to the vision of his sons, among whom, the yongest, Naval set up the Foundation
for Research in Community Health and the Foundation for Medical Research along with
Vasant Sheth of Great Easten Shipping Co. Ardeshir's vision is alive and throbbing. Through
organisations that have taken the trusteeship of wealth as a mission of their own.
The Pirojsha Godrej Foundation
The Pirojsha Godrej Foundation, established in 1972, owns one-third shares of the holding
company, Godrej & Boyce Mfg. Co. Ltd. The income from dividends is utilised for
promoting the objectives of the Trust, which includes providing medical relief to the poor and
critically ill, educational aid to students, and relief funds in case of natural disasters.
Apart from promoting culture and the time arts (through the Godrej Dance Academy), sea
cadets (Boating Section), libraries, school, blood banks, The Godrej Baug for low income
people, the Red Cross Disaster Center at Vikhroli and the Pirojsha Godrej Memorial Wing at
Breach Candy Hospital are born of this foundation.
Significant contribution have been made to, among others, the World Wide Fund for Nature-
India, the Bombay Environment Action Group, the Latur Earthquake Relief Fund, the Andhra
Cyclone Relief Fund, the Prime Minister Relief Fund and the Chief Minister Relief Fund.
The Soonabai Pirojsha Godrej Foundation
The Soonabai Pirojsha Godrej Foundation, founded in March, 1974, it provides fund foreducation, and other worthy causes. The trust maintains large tracts of protected land for two
separate projects - the conservation of mangroves and building an integrated housing colony
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for lower and middle income groups in association with the Housing Development Finance
Corporation.
The Godrej Memorial Trust
The Godrej Memorial Trust, established in 1994, the Trust is a voluntary, non-religious,
non-sectarian, non-political charitable trust which is involved in maintaining hospitals,
clinics, dispensaries and providing medical relief to the underprivileged. The Trust runs a
clinic in New Delhi which provides facilities for operations, examinations, immunization,
counseling and family welfare. The Trust has also initiated a project to establish a specialised
hospital near Delhi.
The Naoroji Godrej Center
The Naoroji Godrej Center for Plant Research, started in 1992, the Center is involved in
basic and applied research in horticulture, pisiculture, sericulture, floriculture and
preservation of endangered species. Beside this, it acquires land to conduct the above
activities on and ties up with institution/individuals to successfully execute community
projects. Its seven primary projects include the conservation of threatened plant species,
development of an ideal village and mass propagation of medical plants.
Swot analysis
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Strength
Good corporate image
Experience in the line
Qualitative products
Weakness
Ineffective promotional tools
Weak branding
Inappropriate variants of products
Opportunities
Innovation in the product line
Threat
Competitors grab on the market
Competitors expansion in the market at a faster pace
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BANKERS
Central Bank of India
Union Bank of India
Citibank N.A.
ICICI Bank Ltd.
State Bank of Patiala
Axis Bank Ltd.
Export-Import Bank of India
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Human Resource
What drives Godrej Industries Limited employees is the positive outlook towards work in an
environment of change that encourages innovation and lateral thinking to harness new concepts for
increasing maximum efficiency. The Godrej Industries employee is determined, ready to learn and
committed to meeting and raising the organization's standards of quality, bringing the organisation to
the very forefront of the global FMCG and beverage industry.
Our employee is determined, loyal, committed and eager to learn and we provide this platform like
every other growing global entity. A complete teamwork is highly appreciated. Every Godrej
Industries employee works in harmony to reach higher goals and strive to take the organization
forward. Forming a team, whose sole purpose is to achieve its target under any circumstances, a team
that never compromises on quality and inner strength. The Godrej Industries Limited Human Resource
Department has initiated a metamorphosis within the organization - a phase of change to compete and
excel globally for future. HRD believes in the dynamics of change: if we always do what we had
always done, we will always get what we always got and we nurture a constant urge to achievesomething beyond the expected
To implement this change, Godrej Industries Limited is working to increase efficiency while reducing
unnecessary costs
and expenses. The HR has design a tailor-made HR roadmap, giving a new dimension to the HR
systems and processes, leading the organization towards an effective human engineering process.
HRD works towards enhancing the effectiveness and the efficiency of Godrej Industries Limited byenriching individual maps of reality, by supporting personalized growth of the individuals, by
improving team-spirit and inter-personal communication of the organization's members.
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It not only believes in harnessing internal pools of knowledge but also provides its employees a
platform for knowledge integration with internal as well as external sources. The Godrej Industries
Limited human resources department has become an eventful place with a focus towards attraction,
retention and development of talent, as it surges ahead to set higher performance thresholds. Our HR
motto states that - "We not only believe in blending Spirits into FMCG but also blending Aspirations
into Career.
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Selection of any employee depends on the need in any sector. For this the particular department of
organization define the quality needed in employee and after this the HR department post the job on
different web sites, hire consultant or take placement from different colleges.
Promotion of the employee depends on the capability of employees learning means if the employee
can have ability or eagerness to learn the work of other department beside his work he will be
promoted. Also after the experience and quality of work any employee is promoted. Training and
Development is a part of any organization. Godrej Industries Limited believes in leveraging
technology to help it gain a competitive edge in the market place. Godrej has been one of the first
companies in the FMCG / Chemical industry. So they organize training program time to time
Planning
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HRP is understood as the process of forecasting an organizations future demand for, and supply of,
the right type of people in the right number. It is only after this that the HRM department can initiate
the recruitment and selection process. HRP is a sub-system in the total organization planning.
Organizational planning includes managerial activities that set the companys objectives for the future
and determines the appropriate means for achieving those objectives. .an integrated part of strategic
management HRP is variously called strategic manpower planning, or for employment planning
PLANNING IN GODREJ
The costs of Human Resource planning are kept minimal as each plant/ profit centre has its
own Personal Department which provides all the respective plants requirements. Each
personal department comprises of four members.
The short term planning is conducted by each plants personal department with each teams
respective heads.
The Long term planning is performed by superiors of each deptt. In accordance with
companys interests and objectives.
The internal detailed planning is planned by each team separately.
In this way, it is lesser time consuming, energy, economic and also effective. The decisions are
agreed upon by most of the team members so they are more focused, clear, satisfied that even they
have a say in the working and meeting the targets set.
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Chapter-2
Financial
Ratios
Ratio analysis
(I) LIQUIDITY RATIOS
Liquidity ratios measure the ability of the company to meets its current obligations. It
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establishes the relationship between cash and other current assets to current obligation provide a quick
measure of liquidity. It includes following ratios:-
(a) CURRENT RATIO
current assets
Current ratio = ----------------------
current liabilities
Net current liability = Current Liability + Borrowing from bank
19191400
Mar09 = -------------------- = 1.22:1
15787385
17792704
Mar08 = -------------------- = 1.29:1
13833723
12844718Mar07 = -------------------- = 1.22:1
10495902
9736196
Mar06= -------------------- = 1.29:1
7554033
Interpretation
The companys current ratio is within the rule of thumb, ie. 2:1, which means that the companys
liquidity position is quite satisfactory. The companys current assets are sufficient to pay off its current
liabilities.
(b) LIQUID ASSETS RATIO
Liquid Assets
Liquid ratio = -----------------------
Current Liabilities
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10935122
Mar09 = -------------------- = 0.69:1
15787385
9437695
Mar08 = -------------------- = 0.68:1
13833723
6361123
Mar07 = -------------------- = 0.61:1
10495902
4665899
Mar06 = -------------------- = 0.62:1
7554033
Interpretation
As a convention, 1:1 liquid ratio is considered satisfactory. According to this convention, the companyhas satisfactory liquidity position. It was close to rule of thumb. The overall liquidity position is
sufficient.
(c) ABSOLUTE LIQUID RATIO
Absolute Liquid Assets
Absolute liquid ratio = -----------------------------------
Current Liabilities
33234
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Hundal(2008), Significant considerations in the Purchase of Consumer Durables
concluded in his study that the consumers have a preference/loyalty towards particular
brand of consumer durables and are not ready to buy any other brand so easily.
Location convenience and Dealer relationship is one of the most consideration followed
by the After Sales Services and Variety provided by the brand also play a crucial role.
Instalment facility is also an important consideration which cannot be ignored at all. All
these factors create intensity of Brand Loyalty towards a particular brand.
Khanna(2008), godrej launches DAC plus washing machines in his article pointed
out that Godrej Appliances launched a range of washing machines with DAC +
(dynamic aqua-power control) technology with enhanced features in the fully automatic
top-load segment. The company introduced washing machines with DAC technology in
September last year. The technology enables the washing machine to adjust to water
and power cuts. The memory back-up enables the machine to start the wash from
exactly where it had stopped in case of power failure. The overflow rinse, soft dry and
water optimiser features enables it to customise water level selection. Speaking at the
launch, Kamal Nandi , Vice President , Sales and Marketing, said the price range of
different variants would be Rs. 12000-16000.
Bhalla(2007) Godrej invests in Ozone-Friendly Refrigerators in his article revealed
that Indian refrigerator and washing machine company Godrej Appliances, Ltd.recently announced it has invested 46 million rupees(about $992,684) in its facilities in
Mohali and Vikhroli, India to support the development of CFC , HFC and HCFC- free
refrigerators. Additionally, the company said it plans to reenter the air conditioning
market, after exiting the retail A/C segment.
Trivedi(2007) Godrej EON Range :Stylish Outside, Smart Inside! in his article
remarked that the EON range is a distinct group of products catering to the premium
market segment, where attractive looks and novel features are also an important
consideration for the customer, besides quality manufacturing and service- which
Godrej is well known for. Designs base on in-depth consumer research, the EON range
represents a perfect blend of aesthetics and innovative features that bring life to the
home or office where they are proudly placed. Quite simply, EON is a beautiful range
from Godrej Appliances that gives you products you always desired which are: Stylish
Outside, Smart Inside.
Menezes(2007), EON Microwave Ovens revealed that the EON brand was extended
into Microwave Ovens with Indias first ever Steam Microwave Oven that cooks
delicious, healthy dishes without destroying the nutrient value or texture of the
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ingredients. With the growing health conscious market, especially among the upper
income bracket, this innovative Godrej Microsteam with its unique steam cooking
mode in addition to the regular modes, has been well received in the market and is
targeted for larger growth in the upcoming season. In Punjab, Godrej Microwave Ovens
have grown by 167% in terms of volume in this category( Jan-Jun 07 Vs. Jan-Jun 06).
Menezes(2007), Godrej Appliances to focus on EON Range in Punjab in his article
concluded that Godrej Appliances, a leading player in the Home Appliances industry in
India has shown tremendous success with its EON range of refrigerators, air
conditioners and microwave ovens since their launch. Encouraged by the success and
positive feedback from the market, Godrej Appliances plans to increase its thrust on its
EON range across Punjab and the north markets where it sees huge potential. Punjab is
a high potential market for Godrej Appliances where we have always received strong
acceptance of our products. While it will continue to strengthen its expansion in the
state with a larger range of innovative and energy efficient products, they plan to give
special focus to the EON range, where it has seen a lot of demand from the market.
Punjab is a very progressive state where increased household incomes and modern
lifestyles have indicated an increasing demand for premium products. Soon they will
also introduce Washing Machines and Home Theatre Systems under the EON
umbrella. Trivedi(2007),Godrej to put EON Brand on Premium Range concluded that Godrej
Appliances, a division of Godrej & Boyce Mfg Co. Ltd. Has decided to use its EON
brand, introduced last year for a new range of frost-free refrigerators, for all its
premium appliances in a brand makeover. By the end of 2007, EON would figure on
all its premium products. Kamal nandi, vice-president for sales & marketing , said
Godrej first introduced its EON brand last year on a new range of frost-free
refrigerators .Now, it aims to bring its steam microwave oven, washing machines and
DVDs under the EON brand by the end of 2007. For its appliance business alone ,
Godrej is aiming at a 40% growth in 2007-08.
Menezes(2006), Godrej looks at doubling its microwave market share by 07-08
concluded that Godrej Appliances, the flagship division of the Rs. 5,500 crore Godrej
& Boyce Co Ltd, is planning to double its market share in the microwave category to
10 per cent by 2007-08 end through sale of approximately one lakh units. The industry
is all set to grow at more than 70 per cent in the coming year and is expected to cross
sales of ten lakh units. We target to garner a share of 10 per cent of this sales by FY
07-08 end.
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Chapter-III
Research methodology
Concept of marketing research
Marketing research is the systematic gathering, recording, and analysis of data about issues
relating to marketing products and services. The term is commonly interchanged with
market research; however, expert practitioners may wish to draw a distinction, in that
marketresearch is concerned specifically with markets, while marketingresearch is
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concerned specifically about marketing processes.
Role of marketing research
The task of marketing research is to provide management with relevant, accurate, reliable,
valid, and current information. Competitive marketing environment and the ever-increasing
costs attributed to poor decision making require that marketing research provide sound
information. Sound decisions are not based on gut feeling, intuition, or even pure judgment.
Marketing managers make numerous strategic and tactical decisions in the process of
identifying and satisfying customer needs. They make decisions about potential opportunities,
target market selection, market segmentation, planning and implementing marketing
programs, marketing performance, and control. These decisions are complicated by
interactions between the controllable marketing variables of product, pricing, promotion, and
distribution. Further complications are added by uncontrollable environmental factors such as
general economic conditions, technology, public policies and laws, political environment,
competition, and social and cultural changes. Another factor in this mix is the complexity of
consumers. Marketing research helps the marketing manager link the marketing variables
with the environment and the consumers. It helps remove some of the uncertainty by
providing relevant information about the marketing variables, environment, and consumers.
In the absence of relevant information, consumers' response to marketing programs cannot be
predicted reliably or accurately. Ongoing marketing research programs provide information
on controllable and non-controllable factors and consumers; this information enhances the
effectiveness of decisions made by marketing managers.
The role of marketing research in managerial decision making is explained further using the
framework of the "DECIDE" model:
D
Define the marketing problem
E
Enumerate the controllable and uncontrollable decision factors
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C
Collect relevant information
I
Identify the best alternative
D
Develop and implement a marketing plan
E
Evaluate the decision and the decision process
The study
Need of study
Godrej is a big brand name but the emergence of other market players (LG, Samsung and the
like) in the appliance industry, has set a big benchmark and has also affected Godrejs market
position adversely. The company has not been able to make a huge success in this segment
despite its extensive promotional campaigns and vast experience in the field. Customers are
the lifeblood of every business and its success largely depends on how it satisfies its
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customers. Customer purchase preferences are affected by a number of reasons. In addition to
this, Location convenience and Dealer relationship is one of the most consideration followed
by the After Sales Services and Variety, in building a good brand image. Both these concepts
have been taken into consideration to study the factors affecting the customer purchase
preference and also the dealers perspective to deal with a particular appliance brand.
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 companys present condition.
Research objectives
To identify the factors which have a bearing on customers purchase decision
regarding appliances Consumer
To understand the customers outlook towards Godrej appliances Survey
To evaluate the dealers motive behind dealing in a particular brand. Dealer
To study the dealers views about Godrej appliances. Survey
(a) To identify which appliances are more saleable and which areless saleable
(b) To identify reasons for low sales of the least saleable appliance
(c) To know the satisfaction level of dealers for Godrej.
(d) To know how Godrej can improve its present position.
Sources of data
There are two main sources of data - primary and secondary.
PRIMARY RESEARCH is conducted from scratch. It is original and collected to solve the
problem in hand. SECONDARY RESEARCH already exists since it has been collected for
other purposes. It is conducted on data published previously and usually by someone else.
Secondary research costs far less than primary research, but seldom comes in a form thatexactly meets the needs of the researcher.
This research involves both primary and secondary sources of data collection.
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The primary information has been collected from electronic appliance dealers and
consumers in the form of Schedules.
The secondary information was gathered from various company manuals.
Research design
A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
In fact, the research design is the conceptual structure within which research is conducted; it
constitutes the blueprint for the collection, measurement and analysis of data. One may split
the overall research design into following parts:
a) the sampling design which deals with the method of selecting items to be observed for the
given study;
b) the observational design which relates to the condition under which the observations are to
be made;
c) the statistical design which concerns with the question of how many items are to be
observes and how the information and the data gathered are to be analyzed
d) The operational design which deals with the techniques by which the procedure specified
in the sampling, statistical and observational design can be carried out.
The research design for this project is descriptive.
Research instrument
The primary data was obtained during the course of doing research in a systematic manner
with the help ofSCHEDULES.
This method of data collection is very much like the collection of data through questionnaire,
with little difference which lies in the fact that schedules (proforma containing a set of
questions) are being filled in by the enumerator. These enumerators along with schedules, go to
respondents, put to them the questions from the proforma in the order the questions are listed
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and record the replies in the space meant for the same in the proforma. In certain situations,
schedules may be handed over to respondents and enumerators may help them in recording
their answers to various questions in the said schedules. Enumerators explain the aims and
objects of the investigation and also remove the difficulties which any respondent may feel in
understanding the implications of a particular question or the definition or concept of difficult
terms. This method of data collection is very useful in extensive enquiries and can lead to fairly
reliable results. It is, however, very expensive.
In this study, each Electronic Appliance Dealer and Consumer was asked the questions written in
the schedule. Everything was explained to them if in case they didnt understand something and
thus their responses were noted down.
Sampling design
A sample design is a definite plan for obtaining a sample from a given population. It refers to
the technique or procedure the researcher would adopt in selecting items for the sample.
Sample design may as well lay down the items to be included in the sample i.e., the size of
the sample. Sample design is designed before data are collected. There are many sample
designs from which a researcher can choose. Some design is relatively more precise and
easier to apply than others.
Population
Population refers to part of universe from which the sample for conducting the research is
selected. Universe and population can be same in some researches. It may be finite or infinite.
In finite universe the number of items is certain, but in case of infinite the number of item is
infinite i.e., we cannot have an idea about the total number of items.
The population for this study is finite i.e. all electronic appliance dealers and consumers in
Ludhiana.
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Sampling unit
Sampling unit refers to smallest possible individual eligible respondent. In this study the
sampling unit is
(a) Any electronic appliance dealer, and
(b) Any electronic appliance user in Ludhiana
Sampling size
This refers to the total number of respondents selected from the universe to constitute a
sample. The size of the sample should neither be excessively large, nor too small. It should be
optimum. An optimum sample is one which fulfils the requirement of efficiency,
representative ness, reliability and flexibility. The sample size for this research is 25 in case
of dealers and 50 in case of customers.
Sampling frame
Frame is the list of respondents i.e., list of all appliance dealers and customers in Ludhiana .
Sampling techniques
In this research study, non-probability convenience sampling is opted for. Conveniencesampling is done purely on the basis of convenience or accessibility. This sampling method
has been mainly chosen because of time, lack of dealers knowledge and lack of expertise.
Limitations of Study
The scope of the research was wide enough but the research was limited to Ludhiana
only.
Not all the dealers and customers could be contacted due to the lack of time.
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The individuals being observed might behave in a different way when they know they
are being observed and thus data collected may not be a true picture of the actual self.
Generally, respondents were busy in their work and were not interested in responding
correctly.
While every effort was made to get the questionnaire filled personally, even then
some elements of biasness might have crept in. Some respondents themselves were
not clear about their likings and choices
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Chapter-IV
Data analysis and Interpretation
(A)Dealer survey
Table 4.1: Experience of dealers
Particulars No. of respondents Percentage
Less than an year 1 4
1-3 yrs. 1 4
4-6 yrs. 4 16
7-10 yrs. 7 28
More than 10 yrs. 12 48
Total 25 100
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Fig 4.1
Analysis & interpretation
As is clear from the table and figure, 48% of the respondents(dealers) had an experience of
more than 10 yrs, closely followed by 28% of the respondents having an experience of 7-10
yrs.
Since majority of the dealers have a huge experience in the field, so they are in a better
position to tell which brand is having a good market presence, ie. Which brand is preferred
more and how strong competition it gives to Godrej.
Table 4.2: Brands represented by dealers.
Particulars Total
LG 11
Samsung 12
Godrej 5
Whirlpool 5
Others 14
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Fig 4.2
Analysis & interpretation
Of the 25 respondents, most of the dealers were dealing in other brands of appliances, which
include IFB, Voltas, Panasonic etc. This is closely followed by Samsung and LG, whereas
few dealers are dealing in Godrej and Whirlpool.
The data clearly interprets that very few dealers are dealing in Godrej ,but they are keeping it
with other brands of appliances. Samsung is the most preferred brand
amongst all.
Table 4.3: Products represented by dealers
Particulars Total
Refrigerator 2
Washing machine 0
AC 3
Microwave 0
All above 22
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Fig 4.3
Analysis & interpretation
Most of the dealers were dealing in all the four appliances, ie. Refrigerator, washing machine ,AC
and microwave, and there are very few dealers(2 or 3) who are keeping refrigerator and AC alone.
Table4.4 Factors considered while dealing with a brand
Particulars Total
Customer choice 48
Brand image 70
Services 69
Schemes 122
Trade margins 172
Colour 215
Variety 130
Discount 159
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Companys incentives 140
Fig 4.4
Analysis & interpretation
The most important factor which dealers consider while dealing with a particular appliance
brand is customer choice, closely followed by brand image and services provided whereas the
least important factor is colour.
The data clearly interprets that customer holds great importance for any industry or dealer.
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Table 4.5 Factors which influence dealers to do more sales
Particulars Total
Range of variety & colour 18
Commission offered 1
Attractive schemes 8
Advertising support during
new product launches
1
Timely information by
retailers
3
Salesmen helping to get
stock urgently
6
Settlement of retailers 1
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schemes in time
Senior manager support 0
Fig 4.5
Analysis & interpretation
The range of variety and colour is the most important factor which influences dealers to do
more sales.
Table 4.6 Extra benefits given on bulk sales
Particulars Total
Commission 7
Rebate 4
Club membership 0
Family trip 1
Dealers promotion on
companys brochure
4
None 12Any other 0
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Fig 4.6
Analysis & interpretation
Majority of the dealers do not get any extra benefit when they secure a large order, but a few
dealers do get commission and rebate on bulk sales.
It can be interpreted that dealers do not give much importance to the extra benefits that they
are getting from a particular company. For them it is imperative that the product satisfies the
customers or has a huge demand in the market.
Table 4.7 Dealership with Godrej appliances
Particulars No. of respondents Percentage
Still dealing 6 24
Dealt in the past 4 16
Never dealt 15 60
Total 25 100
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Fig 4.7
Analysis & interpretation
Of the 25 dealers, just 6 dealers are dealing in Godrej appliances, whereas majority of the
dealers have either quitted or have never dealt with it.
Godrej is having a low dealer network, which might be one of the factors for its decreasing
presence in the market and vice versa.
Table 4.8 Godrej Products dealt by dealers
Particulars No. of respondents Percentage
Refrigerator 1 17
Washing machine 0 0
AC 0 0
Microwave 0 0
All above 5 83
Total 6 100
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Fig 4.8
Analysis & interpretation
83% of the dealers still dealing with Godrej are having all its appliances.
Table4.9 Display of Godrej appliances
Particulars No. of respondents Percentage
Centre 0 0
Corners 4 67
At the back of other products 2 33
Total 6 100
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Fig 4.9
Analysis & interpretation
67% of the dealers have dispayed Godrej products at the corners and 33% have displayed them
at the back of other brands.
This interprets that dealers prefer other brands over Godrej.
Table 4.10 Rank of different Godrej products according to sales.(1- max sales, 4- least)
Particulars Total Rank
Refrigerator 16 3
Washing machine 6 1AC 14 2
Microwave 24 4
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Fig 4.10
Analysis & interpretation
In Godrej appliances, washing machine is the most saleable item, followed by refrigerator
and AC, whereas microwave is the least.
Table 4.11 Reasons for low sales of the least saleable itemParticulars Total
Poor quality 1
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Unawareness 3
People prefer foreign brands 2
Poor sales services 1
Less features 3
Other reasons 1
Fig 4.11
Analysis & interpretation
Less features and unawareness are the major factors for low sales of Godrej microwave.
Many dealers dont keep Godrej because its appliances have less features than other
appliance brands, and because it has limited dealer network, people are generally not aware
about its products.
Table 4.12 Satisfaction with regard to companys offered services
Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
Total 0 4 1 1 0
Mean 0.5
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Fig 4.12
Analysis & interpretationSince the mean score comes out to be 0.5, so the response of the dealers is close to
satisfaction level with regard to Godrejs offered services for customers.
Table 4.13 Satisfaction of dealers with regard to Godrejs promptness in launching new
products
Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
Total 0 0 0 6 0Mean -0.67
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Fig 4.13
Analysis & interpretation
The chart clearly depicts that most of the dealers do not agree that Godrej is prompt and
proactive in launching new and innovative products.
Table 4.14 Dealers satisfaction with regard to promotional tools
Highly
satisfied
Satisfied Neutral Dissatisfied Highly
dissatisfied
Total 0 4 1 1 0
Mean 0.5
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Fig 4.14Analysis & interpretation
Since the mean score is close to satisfaction level, that denotes that the company undertakes
attractive promotional tools to launch its product.
Table 4.15 dealers views to continue their dealings with Godrej
Particulars No. of respondents Percentage
Yes 5 83
No 1 17
Total 6 100
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Fig 4.15
Analysis & interpretation
83% of the dealers(out of 6) will continue to deal with Godrej.
Table 4.16 Reasons why dealers quit/ never dealt with Godrej
Particulars Total
Poor quality 4
Commercial hassles 4
Co. doesnt offer attractive schemes 0
Co. doesnt offer proper margins to dealers 0
Poor sales service 9Co.s promotional tools are not effective 1
Low brand image 3
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Fig 4.16
Analysis & interpretation
The major reasons why the dealers quit/ never dealt with Godrej are that it has a low brand
image, the companys services are poor, the product is of poor quality and commercial
hassles.
Table 4.17 Dealers preference to deal with Godrej in future
Particulars No. of respondents Percentage
Yes 1 5
No 18 95
Total 19 100
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Fig 4.17
Analysis & interpretation95% of the dealers would not like to deal with godrej and just 5% showed a positive response
towards it.
Basically the dealers are contended with the brands they are dealing in because those brands
have a good market presence and brand image.
(B) Consumer survey
Table 4.1(B): Monthly income of respondents
Particulars No. of respondents Percentage
Less than 1 lakh 0 0
1-3 lakhs 7 14
3-5 lakhs 38 76
5-8 lakhs 5 10
Above 8 lakhs 0 0
Total 50 100
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Fig 4.1(B)
Analysis and interpretation:
Most of the respondents surveyed had an annual income b/w 3-5 lakhs.
Income level is one of the most important factors affecting purchase decision. Customers
preferably go for a particular brand if they can easily afford it as some brands have
comparatively high price for the same product.
Table 4.2(B): No. of family members
Particulars No. of respondents
1-2 5
3-4 10
5-6 20
6-7 3
More than 7 2
Total 50
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75/100
Fig 4.2(B)
Analysis and interpretation:
Most of the respondents had 5-6 members in their family.
Larger the no. of members, greater is a possibility of purchase decision being influenced by a
large no. of people. Moreover, since more members consume a major share of income, so
customers simply go for a less expensive brand, ie. they are more concerned about the price
of the product than its brand.
Table 4.3(B): Factors influencing purchase decision
Particulars No. of responses
Price 96
Brand image 260
Prestige 354
Income level 140
Friends advice 280
Features 138
Discounts 318
Quality 244
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76/100
Fig 4.2(B)Analysis and interpretation:
As can be inferred from the no. of responses, the most important factor being considered is
price of the appliances, closely followed by income level and features.
Table 4.4(B): Attributes considered before purchase
Particulars Refrigerator Washing
machine
AC Microwave
Price 70 70 140 70Brand image 75 75 75 75
Quality 96 140 70 96
Features 138 96 138 138
After sales
services
140 138 96 140
Advertisement 260 280 260 260
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77/100
Fig 4.4(B) REFRIGERATOR A
Fig 4.4(B) WASHING MACHINE
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78/100
Fig 4.4(B) AC
Fig 4.4(B) MICROWAVE
Analysis and interpretation:
In almost all the four appliances, price is the most considered factor, followed by brand
image, quality, features and after sales services. Advertisement had a very little impact on the
respondents.
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79/100
Table 4.5(B): Purchase of Godrej electronic appliances
Particulars No. of respondents Percentage
Yes 38 76
No 12 24
Total 50 100
Fig 4.5(B)
Analysis and interpretation:
Out of the total respondents, 38 respondents have used Godrej home aplliances.
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80/100
Table 4.6(B): Godrej appliance used
Particulars No. of respondents PercentageRefrigerator 15 47
Washing machine 5 16
AC 10 31
Microwave 2 6
Total 32 100
Fig 4.6(B)
Analysis and interpretation:
47% of the respondents have used Godrej refrigerators, closely followed by AC(31%) and
very few respondents have used Godrej microwaves.
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81/100
Table 4.7(B): Awareness about Godrej appliances
Particulars No. of responses
Print media 10
TV ads 12
Internet 2
Dealer 15Friends 10
Fig 4.7(B)
Analysis and interpretation:
The most effective medium of creating awareness is the dealers,followed by print media and
friends.
Table 4.8(B): Duration of usage of Godrej products
Particulars Refrigerator Washing
machine
AC Microwave
Less than 1 yr 0 2 10 0
1-2 yrs 5 10 20 0
2-4 yrs 16 15 12 0
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82/100
More than 4 yrs 20 25 25 2
Fig 4.8(B) REFRIGERATOR
Fig 4.8(B) WASHING MACHINE
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83/100
Fig 4.4(B) AC
Fig 4.4(B) Microwave
Analysis and interpretation:
In case of refrigerators, most of the respondents have been using it for more than 4 yrs. and
no respondent has made a recent purchase of Godrej refrigerators.
In case of washing machines , respondents have been using it for more than 4 yrs but some
have also made a recent purchase of it.
For ACs, there are old as well as new customers.
For microwaves, very less no. of respondents have made a recent purchase.
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84/100
Table 4.9(B): Performance of Godrej appliance
Highly
satisfactory
Satisfactory Neutral Dissatisfactory Highly
dissatisfactory
0 10 15 7 0
Mean 0.09
Fig 4.9(B)
Analysis and interpretation:
The performance for Godrej appliances is neutral.
Table 4.10(B) : Purchase of Godrej appliances in future
Particulars No. of respondents Percentage
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85/100
Yes 15 47
No 17 53
Total 32 100
Fig 4.10(B)
Analysis and interpretation:
53% of the respondents will purchase Godrej appliances in future whereas 47% will not
purchase it.
Table 4.11(B): Recommendation of Godrej appliances
Particulars No. of respondents Percentage
Yes 15 47
No 17 53
Total 32 100
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86/100
Fig 4.11(B)
Analysis and interpretation:
The respondents who will purchase Godrej aplliances in future will also recommend it to
their friends.
Table 4.12(B): Other appliance brand used by respondents
Particulars LG Samsung Whirlpool Panasonic Others
Refrigerator 5 6 1 0 6
Washing
machine
4 4 6 0 4
AC 8 2 1 2 5Microwave 4 6 0 2 6
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87/100
Fig 4.12(B) REFRIGERATOR
Fig 4.12(B) WASHING MACHINE
8/7/2019 summertraingprojectreport-100919043608-phpapp02
88/100
Fig 4.12(B) AC
Fig 4.12(B) MICROWAVE
Analysis and interpretation:
In refrigerators, ACs and microwaves, LG and Samsung are the most preferred brands and in
case of washing machines, its whirlpool.
Table 4.13(B): Display of Godrej appliances
Particulars No. of respondents PercentageYes 8 44
No 10 56
Total 18 100
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89/100
Fig 4.13(B)Analysis and interpretation:
Most of the respondents did not get a chance to see Godrej appliances during their purchase.
Table 4.14(B): Awareness about Godrej appliances
Particulars No. of responses
Refrigerator 18
Washing machine 15
AC 18
Microwave 6
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90/100
Fig 4.14(B)Analysis and interpretation:
The respondents were known of Godrej refrigeratoes, washing machines and ACs but very
few were known of Godrej microwaves.
Table 4.15(B): Preference for future purchase of Godrej appliances
Particulars No. of respondents Percentage
Yes 2 11
No 16 89
Total 18 100
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91/100
Fig 4.15(B)Analysis and interpretation:
89% of the respondents will not purchase Godrej appliances in future.
Conclusion
For dealers, customer choice is the most important factor.
Consumers have a preference/loyalty towards particular brand of consumer durables
and are not ready to buy any other brand so easily.
Dealer relationship is one of the most considerations followed by the After Sales
Services and Variety provided by the brand also plays a crucial role.
Godrej though provides good services but it is not it is not in line with its competitors.
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92/100
Customers decisions are influenced by their level of income and price of the product.
The respondents who have used Godrej have a neutral response for it.
LG and Samsung are presently the most preferred brands.
Most of the respondents are well satisfied with the brands they are using and will not
purchase Godrej appliances in future.
Suggestions
As compared to competitors, Godrej appliances have a low brand image , so it
should make efforts to popularize its brand name in market. This means
creating more brand awareness amongst consumers which can be done
through promotions.
Since the customer demand is very low for Godrej , it mainly needs to
improve on its promotional tools in both volume and frequency.
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93/100
It should offer large variety in its appliances.
Godrej must focus on increasing its marketing expenditure and bring more
personal approach in their communication.
Company should increase its dealer network in order to enhance the
availability of product in market.It should also offer attractive schemes to the
present dealers in order to retain them.
Company can offer lucrative deals to the dealers eg. slab discounts, etc.so that
more dealers are attracted to buy Godrej product and hence dealership network
of Godrej can be enlarged. Also this will increase the availability of product in
market., By offering good deals to dealers, Godrej can also increase its sales
because dealers will encourage volume sales of Godrej to earn more profits for
themselves.
Bibliography
Internet:
http://en-wikipedia.org/wiki/Godrej-Group
http://www.godrej.com/godrej/GodrejIndustries/index.aspx?id=12
http://www.godrej.com/GodrejIndustries/ourcompanies.aspx?
id=12&mendid=1095
http://www.karmayog.com/lists/Godrejtrust.htm
http://www.GodrejAppliances.com
http://en-wikipedia.org/wiki/Godrej-Grouphttp://www.godrej.com/godrej/GodrejIndustries/index.aspx?id=12http://www.godrej.com/GodrejIndustries/ourcompanies.aspx?id=12&mendid=1095http://www.godrej.com/GodrejIndustries/ourcompanies.aspx?id=12&mendid=1095http://www.karmayog.com/lists/Godrejtrust.htmhttp://www.godrejappliances.com/http://en-wikipedia.org/wiki/Godrej-Grouphttp://www.godrej.com/godrej/GodrejIndustries/index.aspx?id=12http://www.godrej.com/GodrejIndustries/ourcompanies.aspx?id=12&mendid=1095http://www.godrej.com/GodrejIndustries/ourcompanies.aspx?id=12&mendid=1095http://www.karmayog.com/lists/Godrejtrust.htmhttp://www.godrejappliances.com/8/7/2019 summertraingprojectreport-100919043608-phpapp02
94/100
http://ex-wikipedia-org/wiki/Marketing-Research
Periodicals and Journals
Hundal(2008), Significant considerations in the purchase of consumer
durables Indian Journal of marketing , Vol VII,No.2,May 2008,pg 6-15
Reddy and Sivakumar(2005), Growth and evaluation of Indian washing
machine industry in India, Indian Journal of Marketing Vol XXVIII,
No. 7, July 2005, Pg 17-22
Annexure
Q1. For how many years you are into this business?
(a) less than a year
(b) 1-3 yrs.
(c) 4-6 yrs.
(d) 7-10 yrs.
(e) More than 10 yrs.
http://ex-wikipedia-org/wiki/Marketing-Researchhttp://ex-wikipedia-org/wiki/Marketing-Research8/7/2019 summertraingprojectreport-100919043608-phpapp02
95/100
Q2. Mark the companies that you are representing. (You can tick more than one)
(a) LG
(b) Samsung
(c) Godrej
(d) Whirlpool
(e) Others, please specify
Q3. What products you are dealing in?
(a) Refrigerators
(b) Washing machines
(c) AC
(d) Microwaves
(e) All above
Q4. Rank the following from 1 to 9 which you consider while dealing with a particular co.
(Rank 1 to the most preferred, 9 to the least)
(a) Customer choice (g) Variety
(b) Brand image (h) Discount
(c) Services (i) Companys incentives
(d) Schemes
(e) Trade margins
(f) Color
Q5. Which factors influence you to do more sales?(You can tick more than one)
(a) Range of variety & color
(b) Commission offered
(c) Attractiveness of consumer schemes
(d) Adequacy of advertising support during new product launches or new schemes
(e) Timely information by retailers
(f) Salesmen helping to get stock for urgent requirement
(g) Settlement of retailers schemes in time
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96/100
(h) Support by senior manager to solve problem
Q6. When secured a large order, I am paid the following compensation-
(a) commission
(b) rebate
(c) club membership
(d) family trip
(e) dealers promotion on companys brochure
(f) none
(g) Any other preference, please specify
Q7. Have you dealt with Godrej appliances? (If (i), move to next ques., if (ii) or (iii), then move
to Q16.)
(i) Still dealing(ii) Dealt in past
(iii) Never dealt
Q8. Which products of Godrej you are dealing in?
(a) Refrigerator
(b) Washing machine(c) AC
(d) Microwave
8/7/2019 summertraingprojectreport-100919043608-phpapp02
97/100
(e) Others, please specify
Q9. Where have you displayed Godrej products in your showroom?
(a) Centre
(b) Corners
(c) At the back of other products
Q10. Rank the following products from 1 to 4 acc. to the product that generates more sales?
(1 to product generating max. sales, 4 the least)
(a) Refrigerator
(b) Washing machine
(c) AC
(d) Microwave
Q11. Mark reasons for low sales of the product ranked 4th in previous question. (You can tick
more than one)
(a) Poor quality
(b) Unawareness
(c) People prefer foreign brands
(d) poor sales services
(e) less features
(f) Other reasons
Q12. Are you satisfied with the company offered services for customers?
Highly Satisfied Neutral Dissatisfied Highly
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98/100
Satisfied Dissatisfied
Q13. Co. is prompt and proactive in launching new and innovative products?
Highly Satisfied Neutral Dissatisfied Highly
Satisfied Dissatisfied
Q14. Co. undertakes attractive promotional tools to launch new products?
Highly Satisfied Neutral Dissatisfied Highly
Satisfied Dissatisfied
Q15. Would you continue dealing with Godrej appliances? Yes/No
Q16. Any problems if you faced with Godrej?
Q17. According to you how the Co. can improve its present position?
Thank you
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99/100
Q18. Reasons why you never dealt/ quit dealing with Godrej?
(a)Poor quality
(b)Commercial hassles
(c)Co. doesnt offer attractive schemes
(d)Co. doesnt offer proper margins to dealers
(e) Poor sales services
(f)Co.s promotional tools are not effective
(g) Low brand image
Q19. Would you like to deal with Godrej in future? Yes/No
Thank you
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100/100