SUMMER TRAINING REPORT (Submitted in partial fulfillment of the requirement for the award of the degree of Master of Business

Administration)

ON ANALYSIS OF COMPETITION&CONSUMER BEHAVIOUR IN

Submitted to:

Submitted by:

Dr. BIMAL ANJUM

SANDEEP SOOD MBA-IIIRD Sem ROLL NO-9945

RIMT- Institute of Engineering and Technology Mandi Gobindgarh(Affiliated to Punjab Technical University, Jalandhar)
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ACKNOWLEDGEMENT
A summer project is a golden opportunity for learning and self development. I consider myself very lucky and honored to have so many wonderful people lead me through in completion of this project. I express my heart felt thanks to my HEAD OF DEPARTMENT (HOD) Dr. BIMAL ANJUM and who have given me his valuable time and constant encouragement through his endeavor and helped me in completing my project. It was my privilege to do my project under his expert guidance. I am extremely grateful to Mr. Hemant Bhalla and all the staff members of marketing department of Godrej &Boyce Pvt.ltd for their invaluable help and Sguidance throughout the duration of the project .The amount of learning that has taken place in me because of working under them has been phenomenal. As an upshot I have been able to deliver my best to the project.

SANDEEP SOOD

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GODREJ GROUP PROFILE

Started in 1897 as 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 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 Agro 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 20,000 and a strong diversified portfolio, Godrej has proven its ability to deliver strong financial performance.

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Godrej, with large customer database, increased their investment in production and manufacturing capacities in all across the country. They also widened their distribution channels. Godrej brand name was its biggest strength. Most of the revenues in the appliance business were from refrigerators sales. Even after huge competition from other companies Godrej is the only company who manufacture small door refrigerators. The company is highly diversified in nature, and the motive of diversification was infact a necessary expression of a broader perspective. Godrej has evolved many lines of business, taking timely clues from the changing needs of the customers. With the growth of commercial activity, the company saw the need for a wide variety of products, e.g. locks, office equipment, typewriters, electronic business equipment, refrigerators, manufacturing of welded steel tubes, furniture, architectural fabrications, manufacturing of machine tools, manufacturing of fork lift trucks, manufacturing of oil based chemicals, Godrej soaps, beauty care products, manufacturing of spray-dried synthetic detergent powder, animal feeds, agro products, edible oils, oil seeds and oil cakes. It is a matter of pride for Godrej that all its lines of diversification have been based on ideas developed in-house. Products of Godrej have become adventurous globetrotters and are exported to a number of highly competitive markets abroad. Together they earn more than Rs. 200 million in foreign exchange from Japan, UK, Germany, Poland, Hungry, Switzerland, Denmark, Hongkong, Thailand, Africa and the Gulf countries. The company forged joint ventures with five transnational companies in the last five years: the personal-care products major Procter and Gamble (P&G) of the US, the diversified giant General Electric of the US, the Pilsbury division of the foods major Grandmet, the consumer products major Sara Lee, and the photo services major Photo Me. The other major alliances include Godrej KIS, Fishers, and Geometric software services. So far as the geography of the company is concerned, besides Indian base, it has Godrej Malaysia and Godrej Singapore also.

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Consumer electronics milestones

1958 -1st Indian Company to manufacture Refrigerators. 1987 - Pioneered PUF (Polyurethane Foam) Technology in India. 1989 - Introduces India's first and only 100% CFC, HCFC, HFC free refrigerators 1989 - First company to sell 10 million appliances 1995 - Obtains ISO 9001 Certification 1996 - Launches Washing Machines by commissioning a new manufacturing set-up at Shirwal State-of-art Manufacturing Plant starts operation at Mohali. 2000 - First Durable Company in India to launch Branded Customer Service - SMARTCARE 2001 - Launches Pentacool Refrigerators with Revolutionary Five Sides Cooling. 2002 - 1st and only Company in India to make its Entire Refrigerator Range Green (100% CFC, HCFC & HFC free). 2004 - Godrej Refrigerator awarded the Super Brand Status. Declared No. 1 in Business world Consumer Delight Survey. 2005 - 1st Company in India to introduce Steam Microwave Oven. 2006 - Launches Eon Refrigerators with Cool Shower Technology . 2007 - Godrej Refrigerators win Trusted Brand Gold award for the second consecutive year from Readers Digest consumer survey

VISION:
Godrej is dedicated to deliver superior stakeholder value by providing solutions to existing and emerging consumer needs in the household and personal care business. We will achieve this through enduring trust and relentless innovation deliver with passion and entrepreneurial spirit

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MISSION:
Godrejs mission is to operate in existing and new businesses which capitalize on the Godrej Brand and our corporate image of reliability and integrity. Our 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.

VALUES:
Commitment to quality Customer orientation Dedication and commitment Discipline Honesty & Integrity Learning organization Openness and transparency Concern for people

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GODREJ GROUP COMPANIES

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The major Companies in the Group include:

Godrej & Boyce Manufacturing 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. The Godrej Name displaced well established foreign brands from the Indian market. The name 'Godrej' engraved into the shiny metal of the Godrej Locks came to be known as a symbol of self reliance, trust-worthiness, assertiveness and progressiveness for a new generation of Indians. Godrej & Boyce Mfg. Co. Ltd. Appliance Division is in the business of manufacturing and or marketing Refrigerators, Washing Machines, Air Conditioners, DVD Players and Microwave Ovens. A leading manufacturer of office and home Equipment including appliances, furniture, locks, security equipment, storage solutions and Industrial equipment

Godrej Industries Ltd. A leading manufacturer of oleo chemicals that are used in more than two dozen industries. The Company also has a presence in the foods business.

Godrej Agro vet Ltd. the market leader in animal feeds and innovative agri products in India. The Company also has a presence in the branded poultry, rural retailing and oil palm sectors.

Godrej International Ltd. engaged in international trading.

Godrej Sara Lee Ltd. a joint venture with Sara Lee Corporation, USA and a leading Manufacturer of household insecticides.

Geometric Ltd. a specialist in Product Lifecycle management software solutions for the Mechanical design, manufacture and industrial markets.

Godrej Properties Ltd. - a leading developer of residential and commercial premises.

Godrej Hershey Ltd. markets juices, fruit drinks, soya milk based drinks, edible oil and Packaged tea. In FY 2006, GBFL has acquired 100 percent stake in Nutrine Confectionery
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Company Pvt. Ltd. (Nutrine). In April 2007, the company entered into a joint venture with the Hershey Company, North Americas leading chocolate and confectionery manufacturer, to Manufacture and distributes confectionery, snacks and beverages across India.

FINANCIAL POSITION
The Turnover of Godrej & Boyce Mfg. Co. Ltd. for the financial years 2006-2007, 2007-2008 and 2008-2009 was as under:

Financial Year 2006-2007 2007-2008 2008-2009

Turnover(Rs) 28,430,928,000 35,713,628,000 41,913,170,000

GODREJ APPLIANCES
Godrej Appliances, a part of Godrej & Boyce Mfg Co contributes almost one-third to the companys turnover. The division has two manufacturing facilities located at Mohali in Punjab and Shirwali in Pune. In 1958, Godrej Appliances makes the very first refrigerator in India. In present, Eon is bringing customers cool new features to meet todays needs.

Godrej addiction to innovation is an old story. They launched PUF (polyurethane foam) technology way back in the 80s. Created 100% CFC free fridges much before green got fashionable. Godrej during these years had added Washing Machines, Air Conditioners, Microwave Ovens, DVD Players and Televisions to its product portfolio.
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Godrej pioneered the refrigerator industry in India in 1958 in fact, it was the first Indian company to manufacture refrigerators. Over the next few decades, the company garnered a lion's share of the market on the back of its demonstrable reliability and performance. Supported by a philosophy of innovation, Godrej launched refrigerators with Poly Urethane Foam (PUF) in 1989, which went on to become an industry benchmark. Market expansion and competition from foreign brands in the 1990s only helped to invigorate it and once again brought to the fore its pioneering spirit. Godrej Refrigerators met these challenges with its own product development. In 1996, it unveiled the first-of-its kind refrigerator model in India, the 260-litre deep door refrigerator; it followed this in 1998 with the roll out of a 400-litre refrigerator in the frost-free range. This was, at the time, the largest refrigerator ever to be manufactured in India.Godrej raised the bar yet again in 2001 with the launch of the all-new Pentacool range. With its 5-side cooling, these refrigerators were generations ahead of several brands in technology. The spate of innovations continued with the launch of Godrej Eon in 2006 once again setting new benchmarks in the cooling space. Having more than held its own against global competition the company is today, set to accelerate its growth by catering to the needs of the young Indians with its promise of brighter living. It is basing its success on the strength of the fact that no one knows the Indian consumer better than Godrej and no one can, therefore, make products that truly touch their hearts and souls. With more than 1200 major distributors & dealers, 6000 retail outlets, and 1200 service centers & franchisees across the country, make Godrej Appliances distribution & customer service network the strongest, largest, and most reliable in India. Little wonder then, that over 35% of the Indian population is owners of Godrej products and part of our family. Godrej Appliances is eyeing a turnover of Rs 2,400 crore in 2010-11, almost 40% growth over last fiscal. After its foray into the consumer electronics space, the white goods manufacturer is planning to enter the cooking appliances market in India and give its water purification business a big push. Godrej is voted as the Most Trusted Brand, Gold award (Readers Digest consumer survey) 4 years in a row by our consumers. And earned the CNBC Consumer Awaaz Award, 3 years in a row. Eon, in the Consumer World Awards, was chosen as Mera Brand of the year, 2008. And in the same year Urjavaran Foundation handed over the Empower India Award, towards energy efficiency to Godrej Appliances.

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Godrej Appliances has tagline- Advanced Appliances To Brighten Your Life The Product Mix of appliances consists of:1. Refrigerators 2. Microwave Oven 3. Air-Conditioners 4.Washing Machine

REFRIGRETORS
Godrej has 2 ranges of Refrigerators:-Frost Free and Direct cool A. Frost Free: It comes in 2 models: EON:-Comes in capacity range of 231,250,271,283,294,305,330 & 343L PENTACOOL: Comes in capacity range of 197L B. Direct Cool: It comes in following models: EDGE: Comes in capacity range of 251,221 & 183 L PENTACOOL V5/V2: Comes in capacity range of 204 & 181L PENTACOOL: Comes in capacity range of 181L AXIS: Comes in capacity range of 181L NEO: Comes in capacity range of 173L. No 1: Comes in capacity range of 169L COLD GOLD DELUXE: Comes in capacity range of 303L GDC110 S: Comes in capacity range of 99L Some of the main features of Godrej Refrigerator are: Cool Shower Technology (*patent applied) A first in the world, Godrej Eons Cool Shower Technology comprises of shelves within built air vents. Placed directly above the food, these vents ensure superior cooling. ZOP Technology 10 Year Rust Free Warranty (show icon) ZOP Technology uses the process of galvanization for preventing rust. Combined with the paint coating, this gives double protection against rust formation ensuring long life. 100% Green Godrej is the only company in India and one of the few companies in the world that meets the ultimate global requirement on environment- friendliness. Both the insulation and the refrigerant
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is 100% CFC, HCFC and HFC Free. This results in Zero Global Warming and Zero Ozone Depletion. Convection Control Technology A revolutionary cooling technology that allows superior air circulation even when the refrigerator is completely stacked - Special control flaps fitted on air ducts can be regulated to provide greater air throw on the desired shelves thereby ensuring superior cooling.(patent applied) Freeze Express for fastest ice making A first of its kind, special step design freezer that delivers faster cooling than any other refrigerator in its class. The step design maintains frozen food temperature at -19C compared to - 16 C in a normal freezer, thereby preserving them longer(patent applied)

Some Facts about Godrej Refrigerators:

National Readership Survey (NRS) data shows that every third household in India owns a Godrej refrigerator No other refrigerator company in India, other than Godrej, manufactures refrigerators that are 100% CFC, HFC and HCFC free. Godrej introduced colored refrigerators in the country. It was also the first company to launch designer refrigerators draped with vinyl sheets that could be changed. Godrej was the first consumer durable company to introduce branded service care under the Godrej Smart Care brand

AIR CONDITIONERS
Godrej ACs come in following models: SPLIT AC: Mirror Star Series, Pearl Series, and Ivory Series, Silver line Series, Lunar and Champagne Series. WINDOW AC: Glacia Series, Helix Series, GWC 19G3 WHH Series,

Some of the main features of Godrej ACs are: Silver Ion Filter The Silver Ion Filter kills bacteria in the air and controls the growth of microbes, such as bacteria, viruses, fungi, and spores, by destroying their inner configuration and absorbing the cell's elements.

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Blue Fin Technology Our range of window Air Conditioners are equipped with the unique Anti Rust Blue Fins. This technology protects the aluminum fins in the heat exchangers from corrosion. And you get more durability, improved efficiency & higher energy savings. Active Carbon Deodorizer The Active Carbon Deodoriser eliminates odours such as ammonia (NH3), acts as perfect deodoriser and deactivates harmful chemical gases such as formaldehyde (NCHO).

WASHING MACHINES
These can be of 2 types: Semi Automatic & Fully Automatic (Front loading or Top Loading) Some of the main features of Godrej Washing Machines are: DAC+ Technology DAC+ (Dynamic Aqua- Power Control) Technology allows the machine to adjust to water and power cuts automatically. Force 4 Technology Unlike most washing machines which offer a two-way wash action, Godrejs revolutionary Force 4 Technology provides a four-way action against dirt. HexaScrub HexaScrub is a unique combination of a powerful pulsator and six micro scrubbers. This means six points inside the machine where the cleaning action is taking place simultaneously. Aqua Minimizer With the unique Aqua-Minimizer the Godrej Eon Front Loading range reduces the consumption of water used. So now, you can wash more and save more.

MICROWAVE OVENS
Godrej has following models of Microwave Ovens: Solo: It comes in 18 L. Convection: It comes in 20, 25 & 30 L. Grill & Combination: It comes in 17 & 20 L. Steam: It comes in 23 L

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Smart Care is the name of Godrej Consumer Service division of Godrej Appliances. Keeping the drive towards complete customer satisfaction on track, Godrej is doing constant investments and innovations in service infrastructure. The Service Van facility, for example: apart from Godrej trained technicians, 30 exclusive, fully equipped service vans, respond instantly to customer calls in select centers.

The Godrej Smart Care Centre and the Smart Service Scheme are other firsts-of-their-kind innovations. Currently in Mumbai & Chennai, Intelligent Call Care is a computerized, toll free tele-service that functions 24 hours a day, 7 days a week answering calls, queries and service requests for over 1000 callers every day. The unique Smart Service Scheme instituted by Godrej, is designed to ensure reliable, cost effective service for your appliances.

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Organizational Structure

George Menzes (COO)

Kamal Nandi (VP-Sales & Marketing)

Ramesh Chembath Head-Marketing

19 Branches

Mohali Branch

Ramandeep Singh Trehan (GM-Sales)

Hemant Bhalla (AM-Marketing)

Vijayesh Rana (RSM JK,,HP,Chandigarh)

ASM ASM ASM

Bikram Jit Singh (RSM-Punjab)

ASM ASM ASM

Atin (RSM-Haryana)
ASM ASM ASM

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INTRODUCTION
Objective of the Project:
Analyzing marketing activities, leveraging on marketing insights and opportunities in consumer durable industry. Analyzing the competition in consumer durable industry. Analyze the distribution network in Chandigarh, Mohali & Panchkula by doing market mapping. Analyze the consumer behavior for Godrej refrigerators. Conducting & participating in marketing events for promoting Godrej Microwave Ovens.

Scope of the study:

By analyzing the marketing activities in consumer durable industry we can take timely & proper decisions against the competition and can understand our loopholes and step forward to increase our market share. By mapping market for appliance dealers & distributors, we can address the reach & visibility issues related to Godrej Appliances in near Chandigarh region. By analyzing the consumer behavior through survey we are able to get the answers for the following questions: How much the customer is aware about Godrej product? Which brand they are using? Reason for preference of particular Brand? By conducting & participating in events for promoting Microwave ovens we are doing ground work for creating consumer base which is companys strategy to increase its sale of Microwave Ovens during peak season i.e. Diwali.

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Limitations of the study:

Non responsive behavior of the customers and dealers. As it is a door to door, shop to shop survey so it is very time consuming. Survey is restricted to only near Chandigarh region so results can be region specific and may not apply to other parts of country.

Methodology:
Understanding the companys past and current appliance business in detail through various secondary sources such as internet, magazines, news papers etc. Collecting daily newspaper Ads of all players for proper media planning. Participated in events to directly know the consumer behavior and doing promotion for Godrej appliances products. Direct surveying the customers to know their behavior towards Godrej appliances.

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COMPETITION ANALYSIS
An Overview of Competition
In the world of inventions and innovations where business lies in a customer, who is dynamic and his beliefs, attitude and his satisfaction level, It is needless to affirm that marketing is a new way of thinking about how companies and other organization can develop beneficial change with target customer who is always inclined in seeking to satisfy some needs and wants. Hence the problem is how we can find more customers for what services we provide, how the company can live up to their expectations and understand the different aspects of customers views. With the opening of economy competition from all the borders came to our country with wide range of products. The Koreans - Samsung and LG soon became way ahead in both sales and brand awareness parameters compared to Godrej, but Godrej remained inflexible with its idea of consolidating the market in refrigerators only. It failed to notice the threat coming from the competitors in a new form. This new form was in the way of entering of the competitors in new appliance products such as Air conditioners, DVDs, microwaves, flat TV markets etc. LG, who entered Indian market in 1997, was giving a tough competition to Godrej. In the late 1990s LG did not even give 45-60 days credit period to its dealers instead it asked its dealers to pay in advance which actually pushed dealers to make more sales. Company also sent vans to all across the country for their brand awareness which ran 5000 km every month. By 2001 LG became the Indias fastest growing home appliance company in the country. In 2003 it emerged as a market leader in home appliances. Innovative and customer friendly products along with competitive pricing and vast distribution network enabled LG to become the market leader. Samsungs, who entered in Indian market in 1995, wide product range was one of the reasons for its success in the Indian market. To increase its brand awareness among the Indian consumers Samsung launched corporate advertisements for highlighting its technological superior products. Samsung had 18 state level distribution office and direct dealer interface which helped the company to get quick feedback from the dealers and enabled them to launch products according to consumers needs. While at that time Godrejs product line in appliances were not that wide.

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All these foreign players who entered the Indian market with wide range of products were giving tough competition to Godrej. ACs at that time was considered as a luxurious product and was appealing to higher middle class and elite class customers. They could easily skim the market with their products, while Godrej was eyeing only on the refrigerator segment. After-sales service becoming key as a competitive edge All the leading players were ramping up their after-sales services to enhance the consumer experience and ensure loyalty. LG Electronics India Ltd came up with a concept of 211 to tackle its after-sales service issues. In late 90s Samsung India Electronics Ltd had an e-based service helpline. Even leading retailers such as Viveks Ltd (kitchen specialist multiple retailer), and others were aggressively looking into improving the after-sales service of their private domestic appliance brands. Companies have also made significant investments in information technology (IT) related infrastructure and staff training to ensure high quality after-sales service. Companies were also integrating their service network to have wide, pan-national coverage. Multinationals dominate, but large local players also strong contenders LG Electronics India Ltd, Samsung India Electronics Ltd and Whirlpool of India Ltd dominate most of the categories in large appliances, but erstwhile Indian majors such as Videocon Appliances Ltd and Godrej Appliances Ltd are fighting back aggressively for market shares. Both these Indian players have invested in technology up-grades, revitalized distribution and are offering more affordable products. Videocon Appliances Ltd underwent large-scale reorganization in order to increase market share. Aesthetics and technology were the new mantra Appliances which were technologically-advanced as well as aesthetically well designed are much preferred by consumers in the Indian domestic electrical appliances market, thus companies were trying to offer products with a mix of technology and design to appeal to consumers.

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GODREJ: Market leader to market challenger

Godrej was able to enjoy its royal status for nearly 4 decades. The entry barriers in the appliance industry were high that no business entity dared to challenge Godrej at that time. A lot of investment was needed to enter into this industry. Even if money was there then the problem of licensing was high because lot of paper work was needed to enter into this industry. Also there was no competition from foreign countries since they were not allowed to do business in India due to the protectionist policy of the govt. So Godrej basically was living in a paradise at that time where there was no internal or external threat to its stability. But when liberalization happened, everything just changed. There were suddenly many challengers to this empire. LG, Samsung, whirlpool, Electrolux etc came and snatched the market share from Godrej in the appliance segment by introducing ACs, Microwaves, Dish Washers etc in the market. Some of the reasons for this sudden shift of the market equations were:

New Technology:-With the entry of new players in the market, there came new
technology also. Due to the availability of superior technology with the foreign players they were able to differentiate themselves from the existing players like Godrej in a much better way. That really helped them to take a long leap forward.

Pricing:-The other advantage with these foreign players was that they were
competitively priced. This was because of the reason that they imported the products from abroad. So in a way their infrastructural investment was very less in this segment which helped them to lower their prices and earn more margins along with it. But Godrej on the other was not able to adjust with this change happening in the market at that time thus losing its customer base.

Distribution Network:-Though Godrej enjoyed a strong distribution as well as

dealer network in the country but after liberalization they started losing it. The main reason for it was new benefits offered by the competitors to the existing dealers of Godrej. This led to the breaking of its strong distribution network.

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Promotion:-When the foreign competitors entered into the Indian market they knew
that they are not well known brands in India, so they made a special effort to encrypt themselves into the minds of Indian customers first. This they achieved through corporate advertisement, better designed products and with other such initiatives. Godrej which was a known brand all over India at that time suddenly seemed to be an old fashioned company as they did not introduce high end products like ACs in the market. The kind of advertising foreign companies did forced the consumers more demanding.

Flexibility: - Competitors were very flexible in their approach as they were more
focused towards attracting customers attention with large product range than Godrej. Their innovative ideas enabled them to grab the market away from the Godrej and started leading the market.

Strategic foray into new market

1997 - Launches Air Conditioners - Obtains ISO 14001 certification.

Foraying into the Air Conditioner market was one of the most interesting decision that company took as it went for shopping across the globe without increasing the production capacity. Entering into this segment was the real demand of the business at that time. Though Godrej entered into this segment quite late but they could able to get satisfactory market share in this segment with its very strength, brand name. Various other reasons for Godrej to enter into this segment are: To fight back with the competitors and get back its lost position in appliance market. To increase its product line without increasing its production capacities as they could easily import the new products from different country. To revamp its brand image so that they can easily appeal to youthful mindset. To increase its market share and hence revenues in appliance industry.

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Not only Godrej entered into AC market but also planned to enter into microwave ovens and DVD players to compete with its competitors. By entering into AC segment i.e. high end product segment Godrej established themselves as a leading market player by offering wider product range and deeper product line not just restricting them to its identifier product i.e. refrigerator. The launch of the eon range was backed by an aggressive 360 degree advertising campaign consisting of TV, Print, Radio and OOH, which was supported with many BTL initiatives to create awareness about the 5-star technology, such as creating Energy Zones at major consumer durable outlets. These centers aided consumers to understand the concept and benefits of the of 5 Star Energy rating given by the Bureau of Energy Efficiency (BEE) and help them to choose right AC for their need.

JWT agency repositioned Godrej as a modern and technology-savvy brand to target the youth end of the market. Preity Zinta was chosen as the Brand Ambassador for its new series of products. Innovation has been a pedigree of Godrej. It has pioneered in various innovations like 5-Star Energy refrigerators, Five Side Cooling refrigerators, 100% Green refrigerators and Cool Shower AC. Through repositioning it tried to communicate the innovation aspect of its products to consumers. At Godrej, it is always curious to know, What is most relevant for the consumers and that is where Designed by curiosity comes in.

Godrej was considered as a reliable and trustworthy brand but it was not the brand a youth could connect with. Godrej realized this fact and to appeal to the youthful mindset they rebranded themselves. Godrejs new logo and new marketing slogan was its first brand makeover since it was founded in 1897 to state its consumer positioning. Its new logo BRIGHTER LIVING implies a modern approach and feel. It gave livelier look to the company. They also launched huge campaign to advertise its new logo and slogan reflecting the lifestyle of their consumers. Company planned spent almost 40-50 crores on advertising campaign.

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communication intended to persuade an audience to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. Advertising may be placed by an advertising agency on behalf of a company or other organization. Advertising is a paid form of presentation of ideas and schemes by the company. To increase the market share and improve its brand retention in consumers mind, advertisement is very important way of communication. During my training period I had been assigned the task to keep daily track on news paper advertisements of Godrej as well as its competitors. By doing this we were able to find out what competitors are offering to customers and my task was to report the same to my mentor. Eye catchy headings and valuable schemes can actually pay good contribution in attracting the customers attention as well as to appeal the youthful mindset. We analyzed how the appliance industry has been promoting their products through news paper advertisements in the month of June and till 15 July 2010.

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DISTRIBUTION NETWORK
Channel Design and Structure

PLANT

PLANT WARE HOUSE

CF
Distributor

CF
Distributor

CF
Distributor

CF

CF
Distributor Distributor

Retailer (Sales & Service)

CUSTOMER

At Godrej Appliances Chandigarh Branch the total network is that of 340 Dealers across the area that comes under Chandigarh. Out of this there are 3 SSD Distributors and 8 SSD Dealers along with 13 SSD Retailers. A retailer is the one who is purchasing material from distributor. The rest is the regular trade network which includes distributor, dealer and retailers

Managing Channel Godrej has Effective Channel Management training course which builds a coherent framework uniting marketing and sales efforts in a collaborative learning environment. The program addresses the needs of consumer goods and services of the company selling through wholesalers and retailers. The channel map assists management in identifying the changing channel roles and thereby alerts them to areas of channel conflict. It also provides a vehicle for discussing with channel

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partners new roles and cooperative activities that ultimately provide value to the customer and economic opportunity for all channel participants. Few of the practices followed in Godrej are

Alliance Orientation Monthly sales targets are given to the channel partners as per potential of their area and cash incentives are given on % achievement of slabs. Whenever new products are launched, a function is organized wherein all the trade partners are invited along with sales team of Branch and HO team. In the function sales promotional schemes are also announced. On discontinuation of any product, prior information is given to channel partners and discounts are offered to liquidate them. All the Institutional orders are routed through the dealers of the said area to give proper after sales service Whenever new channel members join Godrej family he is been given proper induction and training and told about the policies of the Company at branch level. Product training is given to Channel sales team by Godrej sales and service team where all the features and benefit of products are informed so that sales team can sell the right product to the customers. Annual sales targets are set as per territory potential and keeping in mind the growth as a major parameter to increase the market share with involvement of the channel partner.

Customer Satisfaction/Goodwill For Consumer awareness, road shows are being organized time to time in potential areas. Godrej also takes part in trade exhibitions like Coolex where all the products are showcased for mass awareness to customers. Times to time sales promotional schemes are launched for customers like free Juicer mixer grinder, wrist watch to boost the dealer sales.

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Advertisements with the dealer names are released by the Company in the leading newspapers for awareness and promotion of products. Godrej provides credit facilities to selected dealers / distributors seeing their credit worthiness and long association which enables the dealers to get better margins.

Support Oriented Practices Every month Godrej conducts sales meeting to their North zone head quarter based at Delhi. Each area sales manager presents sales figures, sales forecast and channel member complaints, suggestions etc. Godrej branch office provides market information of all the competitors to their trade partners on monthly basis regarding competitors sale and pricing or any marketing activity done by the competitors. Godrej territory sales-in-charge assures that dealer earns minimum 18 to 20 % Return on their Investment

Systems Oriented Practices Godrej has separate Supply chain department both at Head office and at branch which enables dealers to get the material on time and major stocking is done by the company which has effective ERP system which works on replenishment supply system Godrej has a network having 138 authorized service providers to provide after-salesservice to the customers which enhances customer satisfaction. Company gets repeated business from the existing customers.

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MARKET MAPPING

Objective of Survey To study the distribution network of appliances in Chandigarh, Mohali & Panchkula. To find out the reach of Godrej in the market i.e. Market presence. To do the visibility study to find out how dealers display the products & of which brand. To find out which brand dealers favor and reason for their preference.

General Information about Survey Total Sample size 23 Type of outlet Chain Store Direct Dealership Retail outlet Distributor 2 10 9 2 8.69% 43.47% 39.13% 8.69%

Area of survey o Chandigarh o Mohali o Panchkula Type of Interview o Random Door to Door

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Survey Findings
Survey findings were analyzed using Excel and following observations were made from the data collected: Dealing in Brand Godrej 17.39% 17.39% 13.04% 8.69% Samsung 43.47% 43.47% 43.47% 39.13% LG 30.43% 26.08% 26.08% 26.08% Whirlpool 17.39% 17.39% 17.39% 17.39% IFB 0 0 17% 17%

Refrigerator Washing Machine Air Conditioner Microwave Ovens

Product Display

Refrigerator

DC 30.4%

FF 69.6%

Air Conditioner

Window 41.5%

Split 58.5%

Washing Machine

SA 52.1%

FA 47.9%

Solo Microwave Ovens 21.9%

Grill 30.3%

Convection 47.8%

Based on product display information, manager can take better decisions regarding what products are being promoted by dealers and consequently figure out what product type is in demand and can accordingly push company products to the dealers.

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Reasons for Sales Excellence (Rank 1-5) Brand Name Sales Margin 4.3 3.4 After Sales Service 3.8 ISD Incentive 3.2 Product Display 4.2

From the survey, we came to conclusion that Brand Name & Product Display are the main reason behind sales of product at the dealers counter.

Effect of Modern Trade & Exclusive Brand Shopees Negligible Low Moderate High Very High 39.1% 13% 30.4% 17.4% 0%

From the survey, it was clear that the effect of Modern trade centers like NEXT, Big Bazaar does not have much effect on the sales at the dealers counter.

Recommendation
From the survey it was evident that LG, Samsung are the most preferred brand among dealers and their visibility in the market is good. Considering all of the above Godrej should focus on Increasing Retail Presence. Increasing Product Display at dealers counter.Morever it can attach Special incentive for displaying its product at the strategic prime locations at dealers shop.

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Survey Questionnaire

Name _____________________Market__________________

Group

_________

___________________

HOME APPLIANCES MARKET MAP____________________

Name of the outlet: ____________________________________________________________________ Address : ____________________________________________________________________ ____________________________________________________________________ City: ____________________ Phone No. :_________________ Owners Name Mobile No. Type : _______________________________________________________________ : _______________________________________________________________ : Chain Store Direct Dealership Retail Outlet

Distributor [Product_____________ Outlets________________] Distributor Name : ____________________________________________________, if any.

Dealing in Product & Brands [major Brands in order of Sales] Refrigerator : 1)________________ 2) ________________ 3) __________________ 3) __________________ 3) _________________ 3) _________________

Air conditioner :

1) ________________ 2) ________________

Washing Machine: 1) ________________ 2) _________________ Microwave Oven : 1) ________________ 2) ________________

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Product Display [Number] Refrigerator Air conditioner 1) Direct Cool [DC] ___________ 1) Window [WAC] ___________ 2) Frost Free [FF] ________________ 2) Split [SAC] _______________

Washing Machine 1) Semi Auto [SA] ___________ Microwave Oven Company ISD/ Canvassers No Yes

2) Fully Auto [FA] ________________

1) Solo [SOL] ________ 2) Grill [GRL] _______ 3) Convection [CON] _______

Number ______ Company 1. ______________ 2. ______________ Yearly Product Sales [Last year number] Refrigerator Airconditioner 1) DC _________________ _______________ 2) FF 2) Split

3. __________________

_____________________ ____________________

1) Window

Washing Machine 1) Semi Auto _______________ Microwave Oven

2) Fully Auto __________________

1) Solo ___________ 2) Grill _____________ 3) Convection _____________

Most Preferred/Saleable Brand [on your counter] Refrigerator Washing Machine Reasons for Preference Refrigerator _______________________________________________________________ ______________ ______________ Airconditioner Microwave Oven ______________________ _____________________

Airconditioner ________________________________________________________________ Washing Machine_______________________________________________________________ Microwave Oven ________________________________________________________________

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Reasons for Sales Excellence at the counter Marks out of 5 [1 is minimum and 5 is highest] Brand Name Sales Margin After Sales Service ISD Incentive Product Display 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5

What is the effect on your Product Sales of Modern Trade and Exclusive Brand Shopees? Negligible Low Moderate High Very High

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CONSUMER BEHAVIOUR
Objective of Survey
To study the psychology of Godrej consumers that how they think about the Godrej Refrigerator products .And how they select Godrej products between different brands available in the market. To study how consumer family background, culture influence them to buy Godrej Refrigerator products. To study the limitations in consumer knowledge about Godrej Refrigerator products. To Study how the Godrej product price motivate the customer in their buying decisions.

General Information about Survey

Total Sample size 180 Gender of Respondents o Men 28.3% o Women 71.7% Percentage of Users of Godrej Refrigerator o Yes 46.6% o No 53.4% Area of survey o Chandigarh o Mohali o Panchkula Methodology Personal interview Type of Interview o Random Door to Door o Random Intercept in Local shopping Center

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Survey Findings
Survey findings were analyzed using Cross Tab Analysis feature of SPSS. Some of the screenshots of the analysis are attached at the end. Age Group Buying Behavior Age Less than 20 years 20-35 years 36-45 years More than 45 years Family Size Family size 1-2 3-4 5-6 >6 Qualification Within the Respondents Qualification Under Graduate Graduate Post Graduate Doctorate Within Existing Godrej Customer Qualification Under Graduate Graduate Post Graduate Doctorate % Distribution 22% 56% 77% 33% % Distribution 29.34% 40.76% 23.36% 4.89% % Distribution 0% 48.86% 37.5% 13.62% % Distribution 2% 38% 25% 35%

Only 22% of the Undergraduate degrees Respondents are using Godrej refrigerators.

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Value for Money 89% of the existing Godrej Refrigerator users consider the product as Value for Money. Reasons to Buy Reasons Price Brand Features Friends Recommendation Using Godrej Refrigerator Since Years Less than 1 years Between 1 and 5 years More than 5 years Distribution/Distance of retailer from Home Distance of Retailer from Home More than 5 KM Less Than 5KM Customer Loyalty Reasons for Repeat Business 65% of the existing customers are positive towards buying refrigerator again from Godrej. 87.5% of the customers buying Godrej due to Price reasons are positively favored towards buying refrigerator again from Godrej. 66.6% of the customers buying Godrej due to Features are positively favored towards buying refrigerator again from Godrej 25% of the customers buying Godrej due to Brand Loyalty are positively favored towards buying refrigerator again from Godrej % Distribution 45% 55% % Distribution 15% 20% 65% % Distribution 26% 28% 45% 13%

Recommend to Others 45% of the existing customers are ready to recommend Godrej refrigerator to others
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Godrej & Boyce Mfg. Co. Ltd.

Other brand customer Analysis before Purchase Decision 50% of the customers of other Brands analyzed Godrej Refrigerators before making the purchasing decision on not buying Godrej

Recommendation
Distribution 55% of the existing customers dont have a Godrej retailer closer than5 Km from home, Godrej need to strengthen its retail network

Undergraduate Only 22% of the undergraduate are customer of Godrej Refrigerators

Young Couples not buying Small families are not buying Godrej

Large Families Due to Larger models not present, 400L +, Larger families are not buying Godrej.

Brand Loyalty Only 25% of the existing customers buying due to Brand are planning to buy refrigerators again from Godrej.

Considering all of the above Godrej should focus on Retail Presence Brand Upper Class and Lower Class, right now only middle class is aware of Godrej Refrigerator and market is dominated by LG and Samsung.

There is a need for another Descriptive Survey with wider Geographical area coverage to study and analyze the issues and recommendation in details
Godrej & Boyce Mfg. Co. Ltd. Page 36

Survey Questionnaire
Name Of the Respondent Address Flat / House Int. Name Gender Tel. No. City Date Occupation

Q.1. Could you please tell me which age-group do you fall into? Less than 20 years 1 20-35 years 2 36-46 years 3 More than 45 years 4

Q.2. Could you please tell me what is your Qualification? Undergraduate Graduate 1 2 Post graduate Doctorate 3 4 Others

Q.3. Could you please tell me what is your Occupation? Business Others 1 Government employee 2 Private sector employee 3

Q.4. Could you please tell me which Income group do you fall into? Less than 1 Lakh 1 Lakh - 3 Lakh 1 2 3 Lakhs - 5 Lakhs 5 Lakhs 8 Lakhs 3 4 More than 8 Lakhs 5

Q.5. Could you please tell me the number of members in your family? 1-2 1 3-4 2 5-6 3 6-7 4 More than 7 5

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Q.6. Could you please tell me, have you ever used Godrej refrigerator? Yes 1 Continue No 2 Continue from QP2

Q.7. Could you please tell me, how did you come to know about Godrej refrigerator? Print media (News paper, Magazine) Television advertisement 1 2 Internet Dealer/ distributor 3 4 Friends Others 5

Q.8. Could you please tell me, do you think that Godrej Refrigerators are value for money? Yes 1 No 2

Q.9. Could you please tell me, since how long have you been using Godrej refrigerator? Less than 1 month 1 month - 6 months 1 2 6 months 1 year 1year 5 years 3 4 More than 5 years 5

Q.10. Could you please tell me, which one of the following factors influenced you to choose the Godrej refrigerator? Price Prestige 1 2 Income level Image 3 4 Friends advice Features 5 6

Q.11. Could you please, rank the following characteristics of refrigerator, Rank 1 being the highest and Rank 6 being the lowest. Design Price Quality Features Brand name After sales service

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Q.12. Could you please tell me, how far is the Godrej Show room from your house? 0 1 Km 1 1-3 Kms 2 3 5 Kms 3 Above 5 kms 4

Q.13. Could you please tell me, if you get an opportunity to buy a new Refrigerator, will you prefer Godrej Refrigerator again? Yes 1 No 2

Q.14. Could you please tell me, do you recommend Godrej Refrigerator to your friends and relative? Yes 1 No 2

Q.15. Which other appliances of Godrej are you aware of? Air-conditioners Washing Machines Microwaves DVD Players

Q.16. How did you come to know about these products? Newspaper Ads Display at Shop Others If coded No in Q.6, ask the following questions. Q.1. Which other appliances of Godrej are you aware of? Air-conditioners Washing Machines Microwaves DVD Players TV Ads Seen at a Friends Place

Q.2. How did you come to know about these products? Newspaper Ads Display at Shop Others TV Ads Seen at a Friends Place

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Q.3. Could you please tell me, which brand of Refrigerator are you using? LG Samsung Others 1 2 Videocon Whirlpool 3 4 Akai Electrolux 5 6

Q. 4 Did you get a chance to see the Godrej Appliances when you were Buying? Yes 1 No 2

Q.5. Could you please tell me the reason for using this particular brand? Design Price Dealer Advice Others 1 4 7 Quality Features Friends Advice 2 5 8 Brand name After sale service Offer/Scheme 3 6 9

Q.6. Could you please share your experience with the refrigerator? Excellent Average 1 3 Good Poor 2 4

Q.7. Could you please tell me, will you like to buy a Godrej appliance in future? Yes 1 No 2

Q.8. Do you like Godrej Appliances Advertisements? Excellent Average 1 3 Good Poor 2 4

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MARKETING ACTIVITIES
BTL Activities
Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These brands are usually paid for or identified through sponsors and viewed via various media. Mass media can be defined as any media meant to reach a mass amount of people. Several types of mass media are television, internet, radio, news programs, and published pictures and articles. Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Advertising may be placed by an advertising agency on behalf of a company or other organization. The ATL (Above the Line) promotions are tailored for a mass audience; BTL (Below the Line) promotions are targeted at individuals according to their needs or preferences. While ATL promotions can establish brand identity, BTL can actually lead to a sale. ATL promotions are also difficult to measure well, while BTL promotions are highly measurable, giving marketers valuable insights into their return-on-investment. Promotional activities carried out through mass media, such as television, radio and newspaper, are classed as "above the line" promotion. "Below the line" promotion refers to forms of non-media communication or advertising, and has become increasingly important in the communications mix of many companies, not only those involved in fast moving consumer goods, but also for industrial goods. ATL is a type of advertising through media such as television, cinema, radio, print, web banners and web search engines to promote brands. This type of communication is conventional in nature and is considered impersonal to customers. It differs from BTL advertising, which uses unconventional brand-building strategies, such as direct mail and printed media (and usually involves no motion graphics). It is much more effective when the target group is very large and difficult to define. It is efficient and cost-effective for targeting a limited and specific group. It uses less conventional methods than the usual ATL channels of advertising, typically focusing on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates BTL is a common technique used for "touch and feel" products (consumer items where the customer will rely on immediate information rather than previously researched items). BTL techniques ensure recall of the brand while at the same time highlighting the features of the product.

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Microwave promotion activity-SOCIETY DHAMAKA

Objective of Event
To promote Godrej Microwave Ovens. To organize live cookery show to educate customer about proper use of Microwave Oven. To push for sale of Microwave Oven by giving discount (15-20%) and free gifts. By giving free cookery classes, positioning the Godrej microwave in the mind of the customer.

General Information about Event

Event Name Number of Societies Area of operation Product SOCIETY DHAMAKA 14 Mohali & Chandigarh Microwave Oven

For successful organization of the event, following people were involved in the activity 1) SALES MANAGER - Mr.Gaurav Tandon

2) DEALER/DISTRIBUTOR - M/s Surindra Visions, Sec 35, Chandigarh 3) EVENT MANAGER 4) PROMOTORS 5) CHEF Pre-requisite for the Event: CANOPY PRODUCT FOR DISPLAY PRICE LIST/TAGS CATALOGS/BROUCHERS LEAD FORM GIFTS
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- Mr. Saurav Mehan - Mr.Ashish Acharya & Mr.Hardeep Singh -Mr. Amit Bansal

Godrej & Boyce Mfg. Co. Ltd.

Event at a glance:-

The purpose of the whole event was to position Godrej Microwave Oven in the minds of the customer by interacting and educating them about the various benefits that they can get by using the same. For this purpose, a Chef was hired by Godrej to give live demo and educate customers about how to prepare various dishes in Microwave Oven. Also, the customers were invited for free cookery classes that were conducted in hotel SouthEnd in sector 34, Chandigarh on first and last Wednesday of each month. Further, the customers were asked to fill a Lead Form which helped Godrej to prepare a database of customers .Also it helps the company to find out which type of Microwave Oven is preferred by customers which helps company to prepare better strategy for selling Microwave Ovens. Further, it helps to give a clear picture about what customers feel about the Godrej product and its offer.
Godrej & Boyce Mfg. Co. Ltd. Page 43

LEAD FORM

PRICE TAG

Godrej Appliances branch at Mohali utilizes 0.875% of its yearly sales on marketing activities. In Appliance industry, focus has shifted from ATL to BTL activities. IFB, Samsung have been promoting their Microwaves through BTL activities like Home demos, Live Cooking Shows, Cooking Classes. The following event was done by Godrej as ground work for increasing sale of Microwave Ovens during peak season i.e. around Diwali. A total of 13 units of Microwave Ovens were sold on spot during events and many of customers visited Godrej dealer either enquiring or for buying Microwave.

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The following analysis was done on the basis of Lead forms collected: Number of lead forms: 97 Present Microwave: Solo Grill Convection Dont have MWO

13.4% 34% 26.8% 25.7%

Here, we can see that about 25 % of respondents are not using any type of Microwave and thus they can be potential customers. Interested in buying which Microwave: Solo 18.5% Grill 19.5% Convection 41.2% Not interested 20.6%

It is clear from data collected that people are more interested in buying Convection Microwaves so Godrej should utilize this opportunity by pushing Convection MWO to dealers & distributors. Customers find range of Godrej microwave: Excellent 25.7% Very good 38.1% Good 34.1% Average 20.6% Poor 0

We can interpret that most of the people rated range of Godrej Microwaves in the domain of Good to Excellent, which means that people accept range of Godrej Microwaves. Customers find special offer made by Godrej : Excellent 28.8% Very good 29.9% Good 34% Average 3% Poor 2%

Most of the respondents rated the price discount and free cookery class good to about excellent, giving direct indication that offer made during event were satisfactory.
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REFERENCES

Newspapers: Dainik Bhaskar, Tribune, Times of India, Hindustan Times, and Punjab Kesari.

Websites: www.godrej.com, www.godrejappliances.com.

Company guide: Mr. Hemant Bhalla (Associate Marketing manager Chandigarh. & Faridabad Branch)

Godrej Internal Company Magazine and Internal Manuals Book: Marketing Management by Philip Kotler.

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