final godrej report
TRANSCRIPT
A STUDY ON MARKET
SHARE OF GODREJ IN
LUCKNOW. (In Consumer Electronics Segment)
COMPLETED BY:
DEEPAK KUMAR SINGH
AZAD INSTITUTE OF ENGINEERING & TECHNOLOGY, LUCKNOW (UP) GUIDED BY:
Mr. SHEIKH ZUBAIR AHMED
ASST. MANAGER SALES GODREJ & BOYCE MFG. COMPANY LTD.
[2009]
2
ACKNOWLEDGEMENT
First and foremost, I Thank the Almighty God for Sustaining the Enthusiasm with Which
Plunged into this Endeavor.
I avail this Opportunity to Express My Profound Sense of Sincere and Deep Gratitude to
Many People who are Responsible for the Knowledge and Experience I have Gain during
the Project Work.
I have great pleasure in expressing my deep sense of gratitude to guide Mr. AJAY
DUBEY (DEPT RSM ,SALES) GODREJ for his valuable and prompt guidance without
which this project would not have been a successful one.
I Extend My Overwhelming Gratitude to MR. SHEIKH ZUBAIR AHMED, (
ASST.MANAGER SALES) GODREJ for his valuable guidance and meticulous supervision
during the preparation of this Project Report.
My hearty and inevitable thanks to all the respondents who is helped me to bring out the
project in a successful manner.
Last but not the least I extend my gratitude towards my parents, faculties and
friends who extended their whole hearted support towards the successful completion of
this Project Work.
DEEPAK SINGH
3
Contents
Title: To study the MARKET SHARE OF GODREJ WITH OTHER COMPANIES in
Lucknow’
Chapter 1
1.1 Introduction
1.2 Group profile
1.3 Company profile
Chapter 2
2.1 Research methodology
2.2 Objectives of study
2.3 Need and scope
2.4 Formulation of hypothesis
2.5 limitations of study
Chapter 3
3.1 Analysis and Interpretation
Chapter 4
4.1 Findings
4.2 Suggestion
4.3 Conclusion
Bibliography
Annexure
4
List Of Tables
Table
no.
Title Page
no
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
Table Showing the Dealer’s In Lucknow City as per survey .
Table showing nature of authorization all.
Table showing Dealer’s the response for, why they Deal with these
companies .
Table showing that the response of dealer that why they not deal with
GODREJ.
Table showing the highest selling brand in dealer’s counter.
Table Showing the Reason for Brand sale.
Table showing most displayed brand in dealer’s showroom .
Table showing that dealer which is wanted to switch their location.
Table showing the expectance level of Godrej consumer at every dealer
showroom.
Table showing the Rank Rate for service of Godrej.
Table showing the opinion of dealers , about quality of Godrej product.
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59
60
61
62
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List Of Charts
Chart
no
Title Page
no
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
Chart showing Dealer’s In Lucknow City as per survey .
Chart showing nature of authorization all.
Chart showing Dealer’s the response for, why they Deal with these
companies.
Chart showing that the response of dealer that why they not deal with
Godrej.
Chart showing the highest selling brand in dealer’s counter
Chart showing the Reason for Brand sale.
Chart showing most displayed brand in dealer’s showroom.
Chart showing that dealer which is wanted to switch their location
Chart showing the expectance level of Godrej consumer at every dealer
showroom.
Char t showing the Rank Rate for service of Godrej.
showing the opinion of dealers , about quality of Godrej product
53
54
55
56
57
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60
61
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SYNOPSIS
The SIP titled,
‘To study The Market Share of Godrej with other Companies in Lucknow’.
The main objective of the study was to know how the of Godrej sale perceive in Lucknow
City. Dealers are satisfied with the services provided by Godrej and also to identify the
factors affecting the preferences of the Dealers. The other objective of this report is to
know the needs and wants, buying behavior of the customers toward their Home
Appliances. As a part of my study I covered most of the Area in Lucknow like
Hazratganj, Saproomarg, Vikas Nagar , Kapoorthala, Aliganj, Mahanagar, Indira Nagar,
Alambagh , Transport Nagar, Nirala Nagar .A list of area was given by my industrial
guide. There are 50 Dealers which are surveyed by me in a given time of period of 45
days. The sampling technique used for this study was simple random sampling and the
sample size was 50 .The tool which I used to analysis the data was simple average method
and the data’s where put in tabular form as well as in chart form also. In that manner we
prepared a questionnaire of 12 questions which reflects all the aspects of our report.
7
OBJECTS OF STUDY
To know the competition level and the competitive advantage of Godrej with the other
home appliances product provider companies in LUCKNOW CITY. This study is based
on the selected area’s market share. For knowing the competition level and the advantage
the objective is divided in to different segments. These are as follows….
The primary objective of the study was, to analyze the position of Godrej against its
competitors.
The secondary objectives of the study was,
� To know that how many dealers deal with Godrej in the selected Areas.
� To know the dealers perceptions towards their sale of home appliances.
� To know that how many dealer‘s wants to get the dealership of godrej.
� To study and evaluate the various complaints of dealers and their consumers on
various aspects like after sales services, pricing, and quality.
� To know the dealers needs and wants.
� To know that how many dealers are satisfied or dissatisfied?
� To know that how many dealers are willing to get more margins on its sale
� To find the awareness among the dealers about godrej and its new products.
� To find out the strength and weakness of product and its competitors
� To make suggestion, if any to improve existing condition.
� To know the relationship between dealers and sales executive of company.
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CHAPTER – I
9
INTRODUCTION
It Is a Thing of massive gratification for me to présent This Summer Training Project
Report on the topic “To study the Market Share of Godrej with other Companies in
Lucknow “
Home Appliance Product is on the rise and recent technological innovations have
dramatically enhanced the capabilities of the same. Leveraging the power of these new
capabilities, various business sectors are working together to offer a wide array of
services. Each sector is looking for the next "killer application," yet we are still learning
about people's information and Daily needs.
This project attempts to identify and define areas related to Dealer behavior
regarding new product purchase/sale . It also attempts to develop at least first approach to
these areas, to think through policies, principles, and practices to accomplish the new tasks
and to satisfy the Dealers needs. By this practical training I am able to equip the manager
with the understanding, the thinking, the knowledge, and the skills for todays and also for
tomorrow’s market exigency.
Initially I was just having the bookish knowledge about all Marketing policies,
practices and functions, but after joining this organization, I got most of the practical
knowledge. I have come to know, what actually happens in the organizations.
Though it is not possible to have the information of all the spheres in market, in
such a very short period, but I tried to get more and more about all functions and practices
applied in practical working, I have particularly stresses on.
This project report has been painstakingly and thoroughly prepared to cover
extensively various facets – both micro as well as macro – of the field of
telecommunication m. Its coverage is broad and up to date and it is balanced in terms of
concept and application. Since customers are the most important asset of any organization,
there is increased emphasis on the need for understanding people in a manner to satisfy
them through quality of services. The language of the presentation is highly
communicative so that it becomes interesting and comprehensible.
10
THEORITICAL PRESANTATION
Executive Summary
The SIP titled ‘To study The Market Share of Godrej with other companies in
Lucknow’. The main objective of the study was to know how the of Godrej sale perceive
in Lucknow City. Dealers are satisfied with the services provided by Godrej and also to
identify the factors affecting the preferences of the Dealers. The other objective of this
report is to know the needs and wants, buying behavior of the customers toward their
Home Appliances. As a part of my study I covered most of the Area in Lucknow like
Hazratganj, Saproomarg, Vikas Nagar , Kapoorthala, Aliganj, Mahanagar, Indira Nagar,
Alambagh , Transport Nagar, Nirala Nagar .A list of area was given by my industrial
guide. There are 50 Dealers which are surveyed by me in a given time of period of 45
days. The sampling technique used for this study was simple random sampling and the
sample size was 50 .The tool which I used to analysis the data was simple average method
and the data’s where put in tabular form as well as in chart form also. In that manner we
prepared a questionnaire of 12 questions which reflects all the aspects of our report.
11
NEED AND SCOPE OF STUDY
Today, for any organization or firm to survive in this competitive world depends on its
ability to be dynamic and be different from the competition to be unique in the industry.
Customer Satisfaction helps every organization to keep the existing customer and to build
new customer.
This research is aimed at profiling the standard customer with an aim to increase the
network and improve company-customer relations. The information gathered through this
research can be used by the company to improve its services and became more customers
friendly. This can increase the goodwill of the company and its overall performance.
Thus this study is aimed to provide the management with some knowledge about its status
in market both in terms of sales and customer awareness. The research also aims to
provide some ideas to improve the company’s present condition.
SCOPE AND OBJECTIVE OF STUDY
To know the competition level and the competitive advantage of Godrej with the other
product/ service provider companies in LUCKNOW. This study is based on the selected
Area’s, For knowing the competition level and the advantage the objective is divided in to
different segments. With the help of this study Godrej can make more new customers as
well as hold the existing one too. This will provide help in launching the new plans in to
the market. When we know that what are problems facing our customer, then we can
easily rectify these problems as soon as possible.
AREA OF STUDY
LUCKNOW
PERIOD OF STUDY
2 MONTHS
12
CHAPTER – 2
13
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
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.
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The Godrej Group
The Godrej Group has interests in a wide range of businesses. Apart from GCPL, the
major Companies In the Group include:
Godrej & Boyce Manufacturing Co. Ltd. – 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 Company Pvt. Ltd.’ (Nutrine). In April 2007, the company entered into a
joint venture with the Hershey Company, North America’s leading chocolate and
confectionery manufacturer, to Manufacture and distribute confectionery, snacks and
beverages across India. Being part of the Godrej Group allows Godrej Consumer Products
to draw upon the rich heritage and Experience of the Group.
15
In line with GCPL’s vision and long-term business objectives, all corporate Decisions are
independently taken by the Company’s highly respected Board in conjunction with
Competent management teams, keeping in view the best interest of all its stakeholders.
BUSINESS FACTS
Continuously expanding marketing and sales infrastructure
• GCPL possesses a well entrenched and established distribution network serviced by a
highly motivated sales organization
• Consistent focus on enhancing reach and presence especially in growing domestic rural
regions as well as international markets
• Sophisticated IT connectivity with distributors
Robust manufacturing and Supply Chain competencies
• State of the art manufacturing facilities spread across the country
• Factories strongly committed to TQM culture, adhering to International & Indian
Standards and systems and following Good Manufacturing Practices (GMP)
• Sophisticated ERP systems across the business
Well-developed R&D capabilities
• Focus on innovation and development of novel consumer centric products and processes
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Energized and experienced teams
• Strong focus on enhancing skills and competencies across functions through training &
periodic
• Young Executive Board comprising young managers formed as part of a Group initiative
to Devise strategies and identify new opportunities
Corporate Governance
• Envisages attainment of the highest levels of transparency, accountability and equity in
all Facets of its operations and in all its interactions with its stakeholders including
shareholders, Employees, lenders and the Government.
• Committed to achieve and maintain the highest standards of Corporate Governance.
• Ensures that all its actions serve the underlying goal of enhancing overall stakeholder
value Over a sustained period of time.
• The Company continues to enjoy a corporate governance rating of CGR2+ (pronounced
as CGR two plus) and Stakeholder Value Creation Rating of SVG1
17
Godrej consumer Products Ltd.-A Historical Perspective
The Consumer Products business of the over 80 year-old erstwhile Godrej Soaps Ltd.
(GSL) was Demerged into the newly incepted Godrej Consumer Products on April 2001,
pursuant to a scheme of demerger. As envisaged in the scheme of demerger, the name of
Godrej Soaps Ltd. (GSL) was also changed to Godrej Industries Ltd. (GIL). GIL retained
the businesses of industrial chemicals, medical diagnostics and estate operations. With
effect from April 1, 2001 the capital of GSL was reorganized from shares of Rs.10/- each
to shares of Rs. 6/- each in GIL and Rs. 4/- each in GCPL. Each equity shareholder of
GSL was issued and allotted one share of the face value of Rs. 4/- in GCPL for every one
share of the face value of Rs.10/- held in GSL. The record date for the above issue was
May 3, 2001.
The Board of Directors at the Annual General Meeting on July 2006 subsequently
approved the subdivision of equity shares of the Company from shares of the face value of
Rs 4 each to four shares of the face value of Re 1 each.
GCPL was thus created to be a focused FMCG Company following best in class norms for
Corporate Governance and business practices to enable shareholders and the investing
public to fully understand and appreciate its performance in the FMCG space.
While Godrej Consumer Products Ltd. was established in its current form in 2001, with a
single minded FMCG focus, the Company enjoys 80 years of heritage in the manufacture
of soaps and personal care products. GCPL is acknowledged as an innovator across the
soap and personal care segments and has demonstrated consistent superior growth since
inception.
Today, GCPL has five manufacturing facilities in India at Malanpur, Guwahati, Baddi,
Katha and Sikkim. It also has strong international manufacturing and marketing presence.
GCPL has also completed
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Accretive international acquisitions in the UK (Keyline Brands Limited) and Africa (Rap
idol PtyLimited). GCPL acquired Godrej Global Mideast FZE in October 2007, to expand
its presence into theGCC countries and the Middle East. In April 2008, GCPL completed
the acquisition of Kinky Group(Proprietary) Ltd., in South Africa. This acquisition enables
GCPL diversify into a new line of business along with expansion of its hair product
portfolio.
COMPANY OVERVIEW
Name: Godrej Consumer Products Limited
Stock code Reuters: GOCP.BO Bloomberg: GCPL.IN
NSE: GODREJCP, BSE: 532424
Sector: FMCG
Market cap (as on 31-Mar-09): Rs. 34.28 billion
Floating stock (ex-promoter holding): 30.27% (as on 31-March-09)
Floating stock market cap: Rs. 10.37 billion (as on 31-March-09)
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Shareholding structure as on March 31, 2009
Category
Promoter Holding
Promoters
% holding
179,186,185
69.73
Sub-Total 179,186,185
69.73
Non-Promoter Holding
Institutional Investors
a) Mutual Funds/ UTI
b) Banks, Financial Institutions, Insurance Companies(Central/State Govt. Institutions/Non-Government Institutions)
c) Foreign Institutional Investors
4,007,459
424,952
44,629,199
1.56
0.17
17.37
No of shares held
19.10
49,061,610
Sub-Total
Others
a) Corporate Bodies
2.43
6,252,921
11.17 Sub-Total 28,706,113
100.00 Grand Total 256,953,908
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BUSINESS DRIVERS, SUSTAINERS, ENABLERS
Godrej Consumer Products is a well entrenched, focused and growth oriented FMCG Company.
Key drivers
• Focus on completely understanding consumer requirements and behavior and introduction of innovative new products
• Consistent focus on delivering Value for Money products
• Consistently augmenting domestic marketing and sales reach and distribution
• Globalization – introducing new product ranges, new variants and exploring new Geographies
Key sustainers
• Rich heritage and experience across identified segments
• Competent and experienced management team backed by committed executives and
Workforce
• Cutting edge manufacturing and operating infrastructure.
• Well developed brands across both soap and personal care portfolios.
Key enablers
• Introduction of efficiency oriented measures like ‘EVA’ to encourage a result oriented
Approach and reward correct decision-making.
• Focus on brand building.
• Cutting edge IT and systems infrastructure designed to optimize accounting,
Manufacturing, marketing and sales.
• Robust technology base and established systems and processes to ensure consistency in Quality.
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ORGNAIZATIONAL DEVELOPMENT
To grow in an increasingly competitive and dynamic environment, the Company places
great Importance on developing its human resources. Various initiatives are undertaken
keeping in mind Overall organizational development, with a strong emphasis on
enhancing employee productivity, Accountability and efficiency, while also allowing the
Company to be more market focused, Consumer-centric, cost conscious with deep
consumer insights. As a testimony of the Company’s well Structured HR approach, GCPL
was ranked as the 11th Best Employer in India in the Outlook Business Hewitt Best
Employers in India 2009 Study and as one of the 25 Best Employers in Asia in the Wall
Street Journal Asia – Hewitt Best Employers in Asia 2009 Study. GCPL was ranked 6th in
the Best Companies to Work For in India Survey conducted by Business Today and
Mercer TNS and was Ranked9th amongst 250 companies in India as the Great Place to
Work conducted by The Great Place to Work Institute in 2008. Some of the initiatives
taken by the Company are given below:
GCPL has a Performance Linked Variable Remuneration approach in its compensation
policies, facilitating a transparent performance management system. This system, based
upon the’ Balanced Scorecard’ methodology, has a strong focus on EVA enhancement
among the Employees, creates a framework for performance evaluation and translates
strategy into Tangible objectives and measures.
Being part of the Godrej Group offers executives both cross-functional and cross industry
Experiences through stints with affiliate Group companies. This not only enables the
Development of new skill sets, but also facilitates knowledge sharing and promotes best
practices across the Company.
A stimulating work environment and well structured coaching programmes for all
executives have also succeeded in improving GCPL’s ability to attract and retain the best
talent and expertise.
22
To tap the young talents of GCPL, the Company set up two strategic teams – Blue and
Red teams which analyzed GCPL’s strengths, weaknesses, opportunities and threats and
then presented a three-year strategic business plan to the Company’s senior management
team. A Plum Team consisting of the senior management and the two teams selects the
best options and ideas for implementation. This activity is carried out once every two
years.
Young Executive Board - an initiative intended to energize and motivate young decision
makers. This Board includes young managers from the Godrej Group and develops
strategies for the group.
Apart from several team-building activities through various methods such as outbound
workshops, training programmes, etc, GCPL also conducted the Advanced Management
Program for Managers, who have 5-10 years of professional experience. The program
involved an exposure to the basics in respect of all functional areas, followed by a
comprehensive curriculum, covering advanced management knowledge.
The Malanpur factory has the executed 5th long term settlement with workmen
representatives in a win-win manner. This agreement has resulted in improving
noodles/soap production &productivity, rationalizing labour, leveraging multi-skilling, job
rotation and flexibility and sustaining key performance indicators with respect to
TQM/TPM initiatives.
GCPL has extended its HR practices to its overseas subsidiaries of Keyline (UK), Rap
idol (SA)Godrej Global Middle East, Dubai and Kinky (SA). The Company has also been
able to deploy human resources to these subsidiaries from GCPL, India thereby
strengthening key functions and providing global exposure to our Indian workforce.
Notably, this year, the company launched the new Godrej logo initiative, encouraging
employee involvement across all levels and locations during the launch. The Company
conducted various initiatives to enhance employee engagement around the new brand such
as the “Bedhadak Bolo “contest, career counseling for the employee’s children and
preventive health check-ups for all employees.
23
COMPANY 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.
The beginning of the Godrej Group can be traced to India's freedom struggle. Its founder,
Ardershir Godrej, a lawyer by profession and a staunch nationalist, believed that India
could attain freedom only by being self-reliant. In doing so, India would overcome
economic degradation.
On 7th May, 1897, Ardershir Godrej gave up law and took up lock making. Godrej and
Boyce Mfg. Co. Ltd., was established at Lalbaug, Mumbai. This was the holding
company of the Godrej Group. On 3rd March, 1932, it was incorporated with limited
liability. Even though Boyce was a business partner for a limited period only, his name
was retained for legal purposes.
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.
Godrej began manufacturing of refrigerators in 1958. From creating a revolution with PUF
(Polyurethane Foam) in 1989 to, colored doors and vinyl draping, 100% CFC free
Refrigerators, to Godrej Pentacool – five side cooling in 2001 and Pentafresh Technology
in 2004 and now – EON range of Frost Free Refrigerators with seven wonders including
revolutionary Cool Shower Technology, we have been at the forefront of product
innovation.
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Godrej started manufacturing Washing Machines in 1996. We have a complete range of
Hi – Tech Semi Automatic, Fully Automatic and Front Loading Washing Machines. Our
manufacturing facilities are located in Shirwal (near Pune) & Mohali (near Chandigarh).
In the AC category – we have over 15 models straddling Split and Window segments.
Equipped with Blue Fin and I-TREC technology, Godrej ACs offer best in class cooling
and efficiency.
We have recently stepped into the Microwave Oven category and in a short span of time
garnered a good market presence, through our range of models across solo, grill and
convection segments.
DVD players mark our foray into the Consumer Electronics segment. With a portfolio of 4
unique models which club great aesthetics and big sound, and plans of more models – we
are geared to making our presence felt here as well.
In addition to the above products, we also have the Godrej Smartcare Service brand to
provide excellent 'After Sales Service'. With 370 service centers spread over the country,
consumers continue to rate Godrej After Sales Service the best in the industry.
Apart from catering to the domestic consumers, Godrej is also a key OEM supplier in
India. After the success achieved in the domestic market, Godrej is also looking at Exports
in a big way and has launched its Refrigerators and Washing Machines in Sri Lanka. We
also export our products to Singapore, Afghanistan, the Middle East, Egypt, Kenya,
Rwanda, Bahrain and Oman.
25
Consumer electronics milestones
1958 -1st Indian Company to manufacture Refrigerators.
1987 - Pioneered PUF (Polyurethane Foam) Technology in India.
1989 - First company to introduce PUF (Polyurethane Foam)
1989 - Introduces India's first and only 100% CFC, HCFC, HFC free refrigerators
1989 - First company to sell 10 million appliances
1994 - 1st Company in India 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.
1997 - Launches Air Conditioners - Obtains ISO 14001 certification.
2000 - First Durable Company in India to launch Branded Customer Service -
SMARTCARE
2001 - Launches Pentacool Refrigerators with Revolutionary Five Side 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
Businessworld Consumer Delight Survey.
2005 - Launches Microwave Ovens and DVD players. Declared the Most Preferred Brand
in CNBC Awaaz Consumer Awards.
2006 - Launches Eon Refrigerators with Cool Shower Technology that are adjudged the
Best Design in Consumer Durables Category at Businessworld NID Design Awards.
- 1st Company in India to introduce Steam Microwave Oven.
- Declared the Most Trusted Refrigerator Brand in India by Reader’s Digest.
2007 - Godrej Refrigerators win ‘Trusted Brand – Gold’ award for the second consecutive
year from Readers Digest consumer survey
- Godrej Refrigerators adjudged ‘Most Preferred Brand’ award for the third
consecutive year as per the CNBC Consumer Awaaz Survey
26
CORPORATE INFORMATION
BOARD OF DIRECTORS
Mr. Adi B Godrej, Chairman
Mr. Hoshedar K Press, Vice-Chairman
Mr. Dalip Sehgal, Managing Director
NON EXUCATVE DIRECTORS
Mr. Bala V Balachandran
Mr. Jamshyd N Godrej
Mr. Nadir B Godrej
Ms Rama Bijapurkar
Dr. Omkar Goswami
Mr. A Mahendran
Mr. D Shivakumar
Mr. Bharat Doshi
Mr. Aman Mehta
27
Registered & Corporate Office:
Pirojshnagar,
Eastern express highway,
Vikhroli,Mumbai – 400079.India
Phone;022-25188010,25188020,25188030
Fax;022-25188040
Website:http://www.godrej.com
Lucknow office:
Godrej & Boyce Mfg.Co.Ltd
43-C ,newal kishore Road
Near akashwani,
Lucknow,UP India
0522- 2215142.
28
VISION
GODREJ IS dedicated to DELIVER SUPERIOR STAKEHOLDER VALUE by providing
solutions to existing and emerging consumer needs in the Household & Personal Care
business.
We will achieve this through ENDURING TRUST & RELENTLESS INNOVATION
delivered with PASSION & ENTREPRENEURIAL SPIRIT.”
MISSION
Godej’s 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.
We shall encourage an open atmosphere conducive to learning and team work.
29
VALUES
• Commitment to Quality.
• Customer Orientation...
• Dedication & Commitment.
• Discipline.
• Honesty & Integrity.
• Learning Organization.
• Openness & Transparency.
• Respect/Care & Concern for People.
• Teamwork.
• Trust.
30
Appliances Product of Godrej and Boyce Mfg Co. Ltd
� Refrigerators .
� Direct cool
• Cold Gold Deluxe
• Pantacool v2
• Pantacool
• Axis
• No.1
• GDC 110
• Edge
� Frost free
• EON
• Pantacool
� Air-Conditioners .
� Spilt AC
• Mirror Star Series
• Silver Line Series
• Pearl Series
• Ivory Series
� Window AC
• Navigator Series
• Maxi Miser Series
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� Washing Machines .
� Fully Automatic
� Semi Automatic
� Microwave Ovens .
� Steam
� Convection
� Grill/combination
� Solo
� DVD Players .
32
On completion of his 50 years, Godrej celebrating his
programme jubilee of smiles.with offering new schmes and prizes on every purchase by
customer.
Godrej gives his consumers a better living .By Offering
Him, His new smart care service, in this service Godrej gives the additional warranty to
their customers for a fix period and the money taken against it is called insurance premium
.by using it any customer can call in the company for any little fault.
In Godrej Appliances, Consumer Service is not a job. It is our opportunity for bonding
with the consumer. Over the years we at Godrej have nurtured and invested in Consumer
Service. The expanding family of satisfied Godrej consumers who have been using our
appliances are testimony to the fact that today they acknowledge it as a part of our Brand
DNA.
From offering Godrej Service only in the 18 towns where the company's branches exist,
we have begun the aggressive transition to making it more accessible. The Godrej Brand
of Consumer Appliance Service has been christened to "SmartCare" to signify this
objective of Reaching you - with Service for a better living.
"SmartCare" steps in with a desire to provide answers to customers' Appliance Service needs.
When your domestic appliance like refrigerator, washing machine or air-conditioner fails
to work, it is always necessary to spend some time in deciding whom to call for service.
You have known through the newspapers and various other media that many times service
technicians rip-off customers. The best way to overcome such situation is to become a
knowledgeable customer.
33
Price need not be the only consideration while requesting service. Our website will tell
you what options are available to try to help you decide what route should be taken.
Our extensive Smart Tips section may help you avoid expensive repairs or even the need
for service entirely. In order to save your monthly electricity bill, we have provided
Energy Saving Tips that are easy to practice.
We believe in customer relations and with the same belief, the Service Products section
can help you in knowing details of service contracts and accessories we have for
customers like you. The terms and conditions of the warranty and optional service
contracts are listed under Service Support section. If you have simply forgotten how to
operate your appliance and you've misplaced the instructions, our Use & Care Guide part
will help in pointing you to resources to order.
To enable you to know more on current events of our service you may refer to the section
titled Service News where you will gather information on the necessity of change in
refrigeration technology, service training programs etc. Also frequently asked questions
are answered in the FAQ part.
If you are the hands-on type and want to attempt to repair your appliance yourself, the
Problem Solver section is the best resource you could look for. Along with the Smart
Tips section, you should be well on your way to repairing your domestic appliance
yourself. However for any reason you need our assistance please refer to Contact us
section.
For those desiring to purchase new appliances, Helpful Shopping Guide will be linked
that is useful. The On-line Service Request enables our customers to register a service
call, in case of any problem, guidance-required etc. Finally, you will be able to send us
your feedback on our service through On-line Survey part of the website.
34
COMPETITORS
INTRODUCTION
From its inception as a small export business in Taegu, Korea, Samsung has grown to become one of the world’s leading electronics companies ,specializing in digital appliances and media ,semiconductors ,memory, and systems integration ,today Samsung ‘s innovative and top quality products and processes are world recognized .this time line captures the major milestones in Samsung ‘s history , showing how the company expanded its product lines and reach ,grew its revenue and market share ,and has followed its mission of making life better for consumers around the world .
On March 1, 1938, founding chairman Byung-Chull Lee started a business in Taegu,
Korea, with 30,000 won.
At the start, his business focused primarily on trade export, selling dried Korean fish, vegetables, and fruit to Manchuria and Beijing. In little more than a decade, Samsung—which means "three stars" in Korean—would have its own flour mills and confectionery machines, its own manufacturing and sales operations, and ultimately evolve to become the modern global corporation that still bears the same name today.
1970. Black –and –white TV (model:p-3202) production started by Samsung-Sanyo.
1974: Began washing machine and refrigerator production Samsung India strengthens its Fully Automatic Washing Machine range.
1976. 1 millionth black-and-white TV produced
Latest Archives of Samsung
� SAMSUNG launches the largest 5 Star rated refrigerator range, 'Freshtech Ultima' in the Indian market
� SAMSUNG launches its 2009 range of bio sleeplus air conditioners
35
VISION
Samsung is guided by a singular vision: to lead the digital convergence movement.
Samsung believe that through technology innovation today, we will find the solutions we
need to address the challenges of tomorrow. From technology comes opportunity—for
businesses to grow, for citizens in emerging markets to prosper by tapping into the digital
economy, and for people to invent new possibilities.
It’s our aim to develop innovative technologies and efficient processes that create new
markets, enrich people’s lives and continue to make Samsung a trusted market leader.
MISSION
• To create technology products and services that lead the industry.
• To put into place more efficient management and production proscesses .
• To maintain the the steadfast foucs on strengthening our orgnaization ,on
continuing to be a globel technology leader and trusted ,responsible company.
36
INTRODUCTION
Birth and estabishment of a new era for electronics industries
LG Group founder In Hwoi,Koo set LG history in motion with the establishment of the
Lak Hui Chemical Industrial Corp. in 1947. During those formative years, the company
emphasized the principle of creating harmony among people. The employees believed that
mutual trust and responsibility were crucial to accomplishing business objectives.
In 1952, Lak Hui (currently LG Chem.) became the first Korean company to enter the
plastics industry. As the company expanded its plastics business, it established Gold star
Co., Ltd., (currently LG Electronics Inc.) in 1958. In 1959, Gold star produced Korea's
first radio, opening a new era for the nation's electronics industry. In the early 1950s, LG
had already established the foundation for its two major sectors-the chemical and
electronics businesses-thereby leading the development of Korea's industries.
Korea vigorously implemented economic development plans and gradually consolidated
the groundwork for its growth, emerging as a developing nation. Accordingly, LG
gradually expanded its chemical and electronics businesses, which created the foundation
for a big business group.
During this decade, Gold star Co., Ltd., produced Korea's first electronic products such as
electric fans in 1960, refrigerators in 1964, black and white televisions in 1966, air
conditioners in 1968, and washing machines and elevators in 1969.
Gold star soon became Korea's leading company in the chemical, energy, and electronics
industries.
37
1996 : LG Established in India
A Giant leap toward the future
LG has adopted new visions for the 21st century. Its new visions are to develop a
corporation where employees reach their full potential, shareholders maximize their value,
and consumers are satisfied and touched emotionally.
On March 1, 2003, LG launched its comprehensive holding company, LG Corp. LG
became the first major Korean corporation to introduce a holding company structure with
advanced corporate governance. By converting its structure into the holding company
system, where investment and business divisions are separated, LG committed itself to
overcoming chronic problems that most of Korea's large companies had in governance,
especially in circulatory investments between subsidiaries.
LG is now striving to fulfill its goal of becoming a first-class corporation by embracing
"Jeong-Do" Management* and continuous innovation
38
INTRODUCTION
Whirlpool Corporation today is the world's leading manufacturer and marketer of major
home appliances. Whirlpool realizes annual sales of approximately $19 billion, has 70,000
employees and maintains 69 manufacturing and technology research centers around the
world. We market Whirlpool, Maytag, Kitchen Aid, Jenn-Air, Amana, Brastemp, Consul,
Bauknecht and other major brand names to consumers in nearly every country around the
world.
Our beginnings, though, were much more humble, based on a business failure and the
vision of one family. In 1908, Lou Upton invested his savings in a venture to manufacture
household equipment. When that company failed to materialize, Upton was offered the
opportunity to select something of value from the failed venture as a return on his
investment. He chose the patents on a hand washing machine that he thought might be
electrified.
Lou Upton brought the patents and his innovative vision home to St. Joseph, Michigan. In
1911, Lou joined his uncle Emory and brother Fred to produce motor-driven wringer
washers as the Upton Machine Company.
Whirlpool Corporation is a leader of the $100 billion global home appliance
industry. Our appliances are marketed in nearly every country around the world.
Whirlpool manufactures appliances across all major categories, including fabric care,
cooking, refrigeration, dishwashers, countertop appliances, garage organization and water
filtration.
39
Leading Brands
Whirlpool markets some of the world’s most recognized appliance brands, including
Whirlpool, Maytag, Kitchen Aid, Jenn-Air, Amana, Bauknecht, Brastemp and Consul.
The Whirlpool brand is the world's No. 1 global appliance brand and ranks among the
world's most valuable brands identified by Brand Finance, the world’s leading
independent brand valuation and marketing metrics consultancy.
Whirlpool’s Vision
Every Home… Everywhere… with Pride, Passion and Performance
Vision reinforces that every home is our domain, every customer and customer activity
our opportunity. This vision fuels the passion that we have for our customers, pushing us
to provide innovative solutions to uniquely meet their needs.
Pride... in our work and each other
Passion... for creating unmatched customer loyalty for our brands
Performance... that excites and rewards global investors with superior returns
We bring this vision to life through the power of our unique global enterprise and our
outstanding people... working together... everywhere.
Whirlpool’s Values
Values are constant and define the way that all Whirlpool Corporation employees are
expected to behave and conduct business everywhere in the world.
Respect — We must trust one another as individuals and value the capabilities and
contributions of each person.
Teamwork — We must recognize that pride results in working together to unleash
everyone’s potential, achieving exceptional results.
40
Spirit of Winning — We must promote a Whirlpool culture that enables individuals and
teams to reach and take pride in extraordinary results and further inspire the "Spirit of
Winning" in all ofus.
41
AWARDS AND HONOURS
� Godrej Consumer Products Limited ranks 9th 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 ranked 14th 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 Ranks 6th in ET-Hewitt Best Employers of India
survey .
� GCPL ranked 15th 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 manufacturers 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 Chemicals Pharmaceuticals and Cosmetics Exports Promotion Council.
42
� 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.
� 2005 BNHS Green Governance Award for the Category - Conservation &
Restoration of Habitat, awarded to Godrej & Boyce Mfg. Co. Ltd
� 2003 Economic 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 society.
43
In Indian Television History Godrej is the frist Home Appliances company which is
Produce a Game show . Godrej Khelo Jeeto Jiyo (“KJJ”/ “Program”) is a television show
sponsored jointly by Godrej Industries Limited and Godrej & Boyce Manufacturing
Company Limited, hereinafter referred jointly as “Sponsor” and produced by Synergy
Adlabs Media Limited (“Producer”). The Program is a game-show involving teams, with
two members each, competing in a series of activities as given below to win prizes. and
the prize is a Godrej Brighter Home .
44
CHAPTER – 3
45
DATA COLLECTION
SOURCES OF DATA
PRIMARY DATA:
Primary data refers to data that is collected afresh and recorded for the first time. Primary
data are those data i.e. collected by the researcher himself. It thus happens to be original in
nature. The various methods of collecting primary data are performing surveys, census,
through observation or through correct communication with respondents. But basic
manner of primary data collection is survey method. The primary data for the study was
collected through questionnaire and informally.
The primary data is collected from a questionnaire which is having 12 questions. Every
question is having its own value and it provides various aspects of this report. For
collecting the data we go through the dealers store situated in LUCKNOW city area.
SECONDARY DATA:
Secondary data refers to that which has already been collected by someone else.
Secondary data for the study was collected from:
� Published literature
� Company published data and broachers
� Internet
� Commercial service
� Books
46
METHODOLOGY
The success of the analysis mostly depends on the methodology on which it is carried out.
The appropriate methodology will improve the validity of the findings.
Area of the study:
The study was mainly concentrated on LUCKNOW city.
Research Design:
Descriptive Research: Descriptive research includes survey and fact-findings
enquire of different kinds. The major purpose of descriptive research is description of the
state affairs, as it exists at present.
Data Collection:
The study is based on the data collected through primary and secondary sources.
Primary Data:
An interview schedule was designed to collect primary data from various Dealers.
Secondary Data:
Secondary data was collected from journals, magazines, web sites and from other
relevant publications.
Sampling Design:
The sampling design mainly consists of the sample taken for the study along with
the sample size, sample frame and sampling method.
47
Sample Universe:
All Dealers those who are deal in the selected Area’s in LUCKNOW were taken as the
sample universe.
Sample Size:
From the universe, sample sizes of 50 Dealers were selected for the purpose of the
study.
Sample Frame:
The Dealers were selected on a random basis from which the respondents were selected
based on convenience.
Sampling Method:
Convenience sampling was used, based on the willingness and availability of the
respondents. The study was conducted on Dealers with different type of brand business in
same segment.
Research period:
The time for the project was limited to 45 days only, from this, 30 days was spent for the
collection of data.
Design of the study:
The chapter briefly describes the design of the study to explain the objectives, scope of
the study, methodology, sampling, field work and finally the limitations of the study.
48
STATEMENT OF PROBLEM
Today is the world of inventions and innovations and that 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 customer’s views.
49
SCOPE OF STUDY
Today the FMCG Industry is undergoing a revolution. Many types of branded companies
are entering into this field. This has given rise to the opening of the competitive HOME
APPLIENCES service stations like LG, SAMSUNG, WHIRLPOOL, ONIDA, and AND
VEDIOCON to offer the requisite services to the HOME APPLIENCES users.
The survey was conducted in LUCKNOW CITY and with the study we can get some
suggestions from customers for service improvements in terms of quality. In the study we
can find out the levels of customer satisfaction .we can also identify the causes for
customer dissatisfaction like Relationship, more service charges, and delivery of the
product.
RESEARCH DESIGN
Meaning of the Research Design:
Research design is the arrangement of conditions and analysis of data in a manner that
aims to combine relevance to the research purpose with economy in procedure. In other
words it is a logical and systematic plan prepared for directing a research study. It
specifies the objectives of the study, the methodology and the techniques to be adopted for
achieving the objectives.
Exploratory:
Exploratory research is used when one is not conversant with the problem environment
such type of investigation is mainly concerned in determining the general nature of the
problem and variables related to it.
50
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. Exploratory
research is done through surveys to find the various aspects of customer satisfaction like
margin, service charges, service delivery, etc. Questionnaire is prepared to collect the
primary data.
Comparative research
Comparative research, simply put, is the act of comparing two or more things with a view
to discovering something about one or all of the things being compared. This technique is
often utilizes multiple disciplines in one study.
When it comes to method, the majority agreement is that there is no methodology peculiar
to comparative research. The multidisciplinary approach is good for the flexibility it
offers, yet comparative programs do have a case to answer against the call that their
research lacks a “seamless whole”
There are certainly methods far more common than others in comparative studies,
however. Quantitative analysis is much more frequently perused than qualitative, and this
is seen in the majority of comparative studies can be use quantitative data.
The general method of comparing things is the same for comparative research as it is in
our everyday practice of comparisons. Like cases are treated alike, and cases are treated
differently; the extent of difference determines how differently cases are treated. The point
here is that if one is able to sufficiently distinguish two cases, comparative research
conclusions will not be very helpful.
Secondary analysis of quantitative data is relatively widespread in comparative research,
undoubtedly in part because of the cost of obtaining primary data for such large things as a
country’s policy environment. A typical method of comparing welfare state is to take
balance their levels of spending on social welfare.
51
In line with how a lot of theorizing has gone in the last century, comparative research does
not tend to investigate ‘grand theories’ such as Marxism. It instead occupies itself with
middle-range theories – theories that do not purport to describe our social system in its
entirely, but a subset of it. A good example of this is the common research programs that
looks for differences between two or more social systems, then look at these differences in
relation to some other variable coexisting in those societies to see if it is related. The
classic cases of this is Espying-Anderson’s research on social welfare systems, and
compared them based on their levels of deco modification of social welfare goods. He
found that he was able to class welfare states in four types, based on their deco
modification. She further theorized from this that deco modification was based on a
combination of class collisions and mobilization, and regime legacy. Here Espying-
Anderson is using comparative research: he takes many western countries and compared
their level of deco modification, then develops a theory of the divergence based on his
findings.
Comparative research is a methodology in the social sciences that aims to make
comparisons across different countries and cultures. A major problem in comparative
research is that the data sets in different countries may not use the same categories, or
define categories differently.
Customer satisfaction
It is a business term, is a measure of how products and services supplied by a company
meet or surpass customer expectation. It is seen as a key performance indicator within
business and is part of the four perspectives of a balanced score.
In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.
There is a substantial body of empirical literature that establishes the benefits of customer
satisfaction for firms.
52
Measuring customer satisfaction:
Organizations are increasingly interested in retaining existing customers while targeting
non-customers;] measuring customer satisfaction provides an indication of how successful
the organization is at providing products and/or services to the marketplace.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation
of the state of satisfaction will vary from person to person and product/service to
product/service. The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviors such as return and
recommend rate. The level of satisfaction can also vary depending on other options the
customer may have and other products against which the customer can compare the
organization's products.
Because satisfaction is basically a psychological state, care should be taken in the effort of
quantitative measurement, although a large quantity of research in this area has recently
been developed. Work done by Berry (Bart Allen) and Brodeur between 1990 and 1998
defined ten 'Quality Values' which influence satisfaction behavior, further expanded by
Berry in 2002 and known as the ten domains of satisfaction. These ten domains of
satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment,
Inter-departmental Teamwork, Front line Service Behaviors, Commitment to the Customer
and Innovation. These factors are emphasized for continuous improvement and
organizational change measurement and are most often utilized to develop the architecture
for satisfaction measurement as an integrated model. Work done by Parasuraman,
Zeithaml and Berry (Leonard L) between 1985 and 1988 provides the basis for the
measurement of customer satisfaction with a service by using the gap between the
customer's expectation of performance and their perceived experience of performance.
This provides the measurer with a satisfaction "gap" which is objective and quantitative in
nature. Work done by Cronin and Taylor propose the "confirmation/disconfirmation"
theory of combining the "gap" described by Parasuraman, Zeithaml and Berry as two
different measures (perception and expectation of performance) into a single measurement
of performance according to expectation. According to Garbrand, customer satisfaction
equals perception of performance divided by expectation of performance.
53
The usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. The customer is asked to evaluate each statement and in
term of their perception and expectation of performance of the organization being
measured.
Customer Perception:
Customer perceptions are what indicate whether you have achieved satisfaction or not. In
other words, they represent stepping stones along a continuum. Perceptions accumulate
over time and gradually equate to either satisfaction or dissatisfaction. You job is to
understand and act on these perceptions so the final result is customer satisfaction.
The word ‘perception’ was used in ISO 9001, in my opinion, to highlight just how
subjective this quality is. Perceptions can comprise just about anything: fact, fiction,
fantasy, whatever. If customers believe their perceptions, though, the perceptions have the
weight of fact. That is why it is so important to reach out to customers and specifically ask
them what they think. By their very nature, you probably won’t agree with all the
perceptions. A perception equals fact in the mind of the customer, though. You must act
on these perceptions and let the customer know what you’ve done.
It sounds like your salesman’s trip report could be a very effective tool for capturing
perceptions. After all, he’s on-site with the customer and probably can solicit candid
responses. Here are a few of questions related to these trip reports: 1) where did the issues
on the trip report come from? Are they the result of understanding what the customers
really value, or are they just a guess at what the customers value? 2) Does the salesman
ask for open-ended feedback, as well as scaled responses? Open ended feedback typically
generates the most valuable information, despite the fact it doesn’t produce much hard
data. 3) Does the salesman carry a digital camera with him for taking pictures of problems
or concerns? He should. This is a great opportunity for grabbing people’s attention back at
the plant, and a picture will certainly do it.
54
Consumer Behavior
I consumer business context referred to as the study of when, why, how, where and what
people do or do not buy products.. It blends elements from psychology, sociology, social,
anthropology and economics. It attempts to understand the buyer decision making
process, both individually and in groups. It studies characteristics of individual consumers
such as demographics and behavioral variables in an attempt to understand people's
wants. It also tries to assess influences on the consumer from groups such as family,
friends, reference groups, and society in general. Customer behavior study is based on
consumer buying behavior, with the customer playing the three distinct roles of user, payer
and buyer. Relationship marketing is an influential asset for customer behavior analysis as
it has a keen interest in the re-discovery of the true meaning of marketing through the re-
affirmation of the importance of the customer or buyer. A greater importance is also
placed on consumer retention, customer relationship management, personalization,
customization and one-to-one marketing. Social functions can be categorized into social
choice and welfare functions. Each method for vote counting is assumed as a social
function but if Arrow’s possibility theorem is used for a social function, social welfare
function is achieved. Some specifications of the social functions are decisiveness,
neutrality, anonymity, monotonocity, unanimity, homogeneity and weak and strong
Paretooptimality. No social choice function meets these requirements in an ordinal scale
simultaneously. The most important characteristic of a social function is identification of
the interactive effect of alternatives and creating a logical relation with the ranks.
Marketing provides services in order to satisfy customers. With that in mind, the
productive system is considered from its beginning at the production level, to the end of
the cycle, the consumer (Kioumarsi et al., 2009).
55
Dealer’s, Needs And Wants:
Meeting the objective needs and subjective wants of dealers to drive sales is the basis of
most businesses. It is how they build business relationships, remain profitable, and how
they expand into new territories. While the process of meeting those needs and wants may
be different for each client or project, your goal is to lead your team in satisfying Dealer
goals and expectations so your company will receive future work. Needs can be very
similar between customers, while wants can vary enormously based on the different
perceptions and diverse experiences of your client base.
Talk With Dealer’s
In order to meet your customers' expectations, your team must first understand what those
expectations are.
Ways to determine this include:
¥ Meeting with Dealers
¥ Asking open creative questions about what is he required.
¥ Using a 'content mirror' to ensure understanding and show you are listening and
interested
¥ Taking copious notes for future reference!
¥ Holding a team meeting afterward to compare notes and pinpoint exact needs and wants
¥ Returning to the Dealer if needed for clarification before beginning a project.
Even though many clients know what they require, some simply do not. And some
may have an idea of what they want without that necessarily corresponding with what they
need. It will be up to your team to draw the needs and wants out of them in order to devise
a plan and goals.
When talking with customers, you should ask questions about their business, what
they feel are its strengths and what its weaknesses are. If working in sales, finding out
what a client is lacking in their business can help you find the correct solution Ð which
then can lead to a sale.
56
Steps to Meet These Needs And Wants
Once you have established the expectations of your customer, then your work really
begins. Whether you are working with a team on a project or you are trying to sell
products or services, the steps you take should include:
¥ Brainstorming possible solutions to issues presented by the Dealer.
¥ Outlining project goals and assigning tasks.
¥ Determining the correct product that will meet the needs and wants of Dealers.
¥ Presenting solutions to the Dealer.
When taking these steps, you may want to consult with the customer to make sure you are
on the right track. Since Dealers may at any time become worried, frustrated, angry, or
anxious about the process, it is your job to let Dealers know that they are a priority and
that you are trying your best to meet their requirements. Keeping Dealer informed will be
an important ingredient of success.
Dealer Follow Up:
After delivering a product / service or presenting a process to your Dealer, you should
follow-up to see if their expectations have been met. This is not only good business
practice; it also let’s Dealers know that you care about their business and that you want
them to succeed, even beyond the sale.
If they are not satisfied, then you should show ownership and follow company procedures
in trying to fix any issues they may still have.
Timothy Millett, head trainer at i perform, has extensive expertise in performance training,
sales training and customer service training. Tim has helped participants from
organizations such as SWIFT and UBS achieve peak levels of personal performance
57
Sample Design:
Sampling may be defined as the selection of some part of an aggregate or totality, on the
basis of which judgment about the aggregate or totality is made. In other words, it is the
process of obtaining information about an entire population by only examining only a part
of it. For the purpose of this study 50 samples i.e. Dealers in Area’s surveyed to collect
the primary data. The convenient sampling is used to select the representative sampling
from the population, because researcher does not have subscriber who are easily
accessible.
Definition of the population:
Out of the sample collected the breakup of the sample size was on the following
parameters. This sample is collected from the various Areas in LUCKNOW. The list of
Area was provided by our company to collect the data.
The respondents were taken from all the kinds of size i.e. high, lower and middle sizes .
The respondents have been chosen on random basis.
These respondents Dealers .Some were authorized dealer and other is sub dealer.
Also the opinion of local people had been taken.
The sample size consists of 50 respondents.
Sample size:
A total number of 50 respondents were included in the study.
Sample Procedure
The sampling design, I have chosen to decide the sample for study is based on convenient
sampling.
58
LIMITATIONS OF THE STUDY
� The sample size of Dealers is limited to 50 because of time and cost factor.
� The information collected may not be sufficient and reliable in terms of total market
conditions in LUCKNOW.
� The study was time bound.
� Many of the respondents were not open with their responses.
� Majority of the dealer were too aggressive in nature.
� Lack of Dealer’s cooperation was a major constraint.
� There may be error due to bias of respondents.
� The behavior of the Dealers while approaching them to fill the questionnaire was
unpredictable.
� Some of the security guard are not co-operative.
59
DATA ANALYSIS AND INTERPRETATION
Introduction To Analysis
After tabulating, the data must be analyzed, researcher often use statistical interpretation
which concentrates on what is average or what deviates from an average. Statistical
interpretation, shows how widely the response vary and how they are distributed in
relation to the variable, being measured, statistical market rely on estimates of expected
errors or deviation from the two values of population. The analysis and interpretation of
data may lead the researcher to accept or reject the hypothesis being selected.
Data Analysis Tools Used
The process of arranging data into groups or classes according to resemblance and
similarities is technically called classification.
Classification is the process of arranging the data into sequences and groups according
to their common characteristics or separating them into different related parts.
Data interpretation will be done through statistical tools like.
� Bar graphs
� column chart
� Pie charts
� Hypothesis testing
In the hypothesis testing, we use two kinds of hypothesis first the null hypothesis and the
other one is the alternative hypothesis.
60
Null Hypothesis (Ho)
It is the statement that says that there exists no difference between the parameter (a
measure taken by a census of the population and prior measurement of a sample of the
population) and the statistic being compared to it (a measure from a recently drawn sample
of the population)
Alternative Hypothesis (Ha)
It is the statement that says that there exists a difference between the parameter (a measure
taken by a census of the population and prior measurement of a sample of the population)
and the statistic being compared to it (a measure from a recently drawn sample of the
population). A alternative hypothesis is the logical opposite of the null hypothesis.
Formulation Of Hypothesis
� The more satisfied the customers are with the speed of data transmission, the
higher is the customer satisfaction.
� The more satisfied the customers are with after sales service, the higher is the
overall satisfaction.
� The process of getting the problem solved will increases the customer loyalty and
satisfaction.
� The higher is the overall satisfaction, the higher is the intention of additional
purchase. (up gradation or new purchase ).
� The higher is the overall satisfaction, the higher is the intention of
recommendation.
61
ANALYSIS AND INTERPRETATION
TABLE: 1> Table Showing the Dealer’s In Lucknow City as per survey.
Chart-1
28
2220
20
10
DEALER'S IN LUCKNOW CITY
LG
SAMSUNG
WHIRLPOOL
GODREJ
OTHRES
Interpretation: The above pie chart shows the number of percentage of Dealer’s in
LUCKNOW city (surveyed area). We have the 50 Questionnaires; by that we find that
there are 14 Dealers of LG,11 for Samsung ,10 for whirlpool,10 for godrej, and 5 for
others On the basis of that we can say that the 28% dealer’s have dealership for LG, 22%
for Samsung, 20 % for both whirlpool and Godrej and 10 % for others.
Particular No. of Respondents Percentage (%)
LG 14 28
Samsung 11 22
Whirlpool 10 20
Godrej 10 20
Others 5 10
62
Table:2> Table showing nature of authorization all.
Particular No. of Respondents Percentage (%)
Authorized Dealer 43 86
Sub Dealer 7 14
Chart: 2
86
14
Nature Of Authorization
Authorized Dealer
Sub-Dealer
Interpretation:
The above pie chart shows the Nature of authorization of dealer’s in LUCKNOW city.
We have the 50 Questionnaires; On the basis of that we can say that the 86% dealer’s
have authorized dealership and 14% dealers have sub dealership.
63
Table: 3> Table showing Dealer’s the response for, why they Deal with these
companies .
Particular No. of Respondents Percentage (%)
Because it have a goodwill 42 84
It gives them a good margin 8 16
No one other dealer in that
area
0 0
Chart -3
Interpretation: On the basis of 50 questionnaires we got that there are only 42 dealer’s .which is deals with these companies because it has goodwill in market. And left 8 dealers deal with it because it gives him a good margin. According to the data there are 84% are those dealer’s which is deal according goodwill and left 16% for margin. So gain more we have to offer more margin on sale for competition.
84
16
Response of Dealer's for why they
deal with these Companies
Because it have a
goodwill
It gives them a good
margin
No one other dealer in
that area
64
Table: 4>
The following table and chart shows that the response of dealer that why they
not deal with GODREJ.
Chart-4
0%
20%
40%
60%
80%
100%
96 9 5
4
42 0
1
1 00
01 0
0 Service problem
No response on calling
Sales executive not meet for
sale
Not Authorized
Interpretation : The above table and chart shows the reason for why the others dealer
sis not deal with Godrej .here most dealers says that ,for LG 9 out of 14 dealer is not
authorized ,4 out of 14 says that sales executive not meet for sale ,1out of 14 says that on
his call company gives no Response. For Samsung 6 is not authorized,4 says sales
executive not meet ,1says for service problem and rest 1 says for not call back from
company end .for whirlpool it is 9 for authorization and 2 for sales executive problem
,and other dealers says that he is not authorized for sale .hence we can say that sales
executive has to meet with dealers for up the company sales. .
Particulars LG Samsung whirlpool Others
Not Authorized 9 6 9 5
Sales executive not
meet for sale
4 4 2 0
No response on
calling
1 1 0 0
Service problem 0 1 0 0
65
Table :5> Table showing the Highest Selling brand in dealers counter.
LG Samsung Whirlpool Godrej Others
13 16 6 9 6
Chart -5
0
5
10
15
20
1316
69
6THE HIGHEST SELLING
BRAND IN DALERS
COUNTERS
Interpretation
The above table and chart showing that the quantity of product which is highest selling brand in dealers store. in above chart it is showing that Samsung are showing 16 out of surveyed 50 dealers store , as well as LG is 13out of 50, then Godrej is 9 out of 50 , then whirlpool is 6 out of 50 ,and in last others are showing 6 out of 50 stores of dealers .
66
Table: 6> Above Table Shows the Reason for Brand sale .
Chart-6
0
2
4
6
8
10
12
34 4
2
0
11
6 6
8
5
01
00
0
Pricing
service after sale
Design of product
Dealers suggestion
Interpretation;
The above table and chart shows that the reason behind sale of given (surveyed) Brand is mostly sale after service. Here whirlpool is very high in his pricing segment its sale by his pricing is 40%. After it Samsung is get 2nd place with 36.36%,after that LG with 21 %, Godrej with 20 %.and in last others brand has 0%. For pricing based sale. so by keeping the pricing godrej has to reduce price for getting more sale .and sale after service segment it is ,78% for LG,54.54% for Samsung ,60% for whirlpool, 80 % for Godrej and 5% for others brand .andfor design segment, Samsung is only one brand which is get sale through its design .
Particulars LG Samsung whirlpool Godrej Others
Pricing 3 4 4 2 0
after sale service 11 6 6 8 5
Design of product 0 0 0 0 0
Dealers
suggestion
0 1 0 0 0
67
Table: 7> Table showing most displayed brand in dealers Store.
LG Samsung Whirlpool Godrej Others
13 14 8 9 6
Chart -7
0
2
4
6
8
10
12
14
13 14
8 9
6
MOST DISPLAYED BRAND
IN STORE
Interpretation
The above table and chart showing that the quantity of product which is mostly displayed in dealers store . in above chart it is showing that Samsung are showing 14 out of surveyed 50 dealers store , as well as LG is 13out of 50, then Godrej is 9 out of 50 , then whirlpool is 8 out of 50 ,and in last others are showing 6 out of 50 stores of dealers .
68
Table: 8> Following table shows that dealer which is wanted to switch their
location.
Particulars LG Samsung Whirlpool Godrej Others
Yes 5 2 2 3 0
No 9 9 8 7 5
Chart-8
0
1
2
3
4
5
6
7
8
9
LG SAMSUNG WHIRLPOOL GODREJ OTHERS
9 9
8
7
55
2 2
3
0
YES
NO
Interpretation
The above table and chart showing that the quantity of DELARS which is want to switch their store location , as per our survey we can say that 5 dealers out of 14 LG dealers want to switch their store location and for Samsung its no. is 2 out of 11 and for whirlpool’s it’s no is 2 out of 9.and for godrej it is 3 out 10 and for others it 0(zero) no of dealers’ which is want to switch their store location
69
Table: 9 > Following table shows the expectance level of Godrej consumer at every dealer store.
Particulars No. of Respondents Percentage (%)
High 6 12
Low 34 68
Satisfactory 8 16
Unsatisfactory 2 4
Chart-9
Interpretation
The above table shows that there are different level of expectance of consumers of
godrej‘s product on dealers store in Lucknow city (surveyed area‘s) .34 out of 50 show the
expectance level of godrej consumers are low, as well as 6 shows it is high, 8 shows it is
satisfactory and rest of 2 shows that its level is unsatisfactory.
70
Table: 10> Following table shows the rate for service of GODREJ.
Good Fair poor Very poor Can’t say
7 27 5 6 5
Chart -10
7
27
56
5
0
5
10
15
20
25
30
Good Fair Poor Very Poor Can't Say
Response of dealer s
Interpretation :
the above table and chart shows the level of ranking for godrej company’s service to
dealers like latest news about schemes , offers , margin’s , supply of products etc. out of
50 , 27 dealers says that the service of godrej is fair ,7 says its good ,6 says it’s very poor
,5 says it is poor ,and rest of 5 gives no comment on it . so on the basis of data we can say
that the service of godrej is not good so it has to improve .
71
Table: 11> The Following shows the opinion about quality of GODREJ product.
Particulars No. of Respondents Percentage (%)
Strongly agree 9 18
Agree 26 52
Neither agree nor disagree 6 12
Disagree 5 10
strongly disagree 4 8
Chart -11
Interpretation : In the table and chart shows the dealers response about product
quality of godrej, in my survey 52% dealers is agree with its product quality ,18%dealers
says that he is strongly agree with its product quality , 12 %dealers says that he is not
agree nor disagree with its product quality , 10%dealers is disagree with it . And rest of
8% dealers are strongly disagree with its product quality . Hence we can say that only
52%dealers are satisfy with its product quality which is good for company but it has to
enhance.
72
12: Suggestion of dealers for how can GODREJ gains their sales.
1. Marketing.
2. Advertiesment –Both local and on television.
3. Enhance the quality of product.
4. Enhance the service level of company.
5. Make the Relation between dealers and company well .and to be enhanced.
6 .Models of product is look like old .so it has to be modulating.
7. Keep watches the service area.
8. Launch the new model.
9. Pricing.
10. Offers. & Schemes
73
CHAPTER – 4
74
FINDINGS
� Dealers’ feels quality of GODREJ product is Good, Like as LG and SAMSUNG.
.GODREJ has a better positioning in the minds of Dealers.
� If a individual wants to have a Home Appliances then godrej Priorrty comes on
third number.
� Quality of the service provided sale after service plays an important role in keeping
the existing customers and to bring new customers.
� In pricing and reliability of GODREJ ‘S home appliances is rated very well by
most of its customers.
� Quality of the service provided plays an important role in retaining existing
customers and goodwill is created through word of mouth in making new
customers.
� Dealers said that, People are willing to pay more for new design and latest look.
� A number of customers preferred GODREJ Due to the brand name of the
company (GODREJ).
� Most of dealers said that, Customers were not happy that while they were
purchasing old look washing machine then others,
� Most of the dealers prefer to sale simple home appliances because the most of
consumer want it.
� After sales service plays essential part of customer satisfaction. More than 10%
dealers have complaints regarding the after sales service of GODREJ. But a
number of customers have reported it excellent and very good.
� Such dealers want to get the dealership of godrej.
� The overall satisfaction level of dealers is high.
75
CONCLUSION
The project Titled “To study the Market share of Godrej with other companies in
Lucknow” was carried out among the Dealers in Lucknow (In consumer electronics
segment). To increase the share in market and reach to the customer godrej should made
Tie up’s with the Retail Store’s like, Next Retail Store, Big Bazaars etc. Overall objective
of the study was to find out the Dealers perception about godrej’s product and their view,
and to find out their satisfaction towards the sale and service compare to its competitors.
The study revealed the picture of Dealers perception and satisfaction which help godrej to
encourage more people to be the customers/consumers of godrej. That most of dealer’s are
happy with it Dealership And many other’s dealer want to switch their dealership to godrej
alone and to get it with their previous dealership for other company .and also Marketing is
key factor for everything in sale, and by study we get more of dealer’s are complained
about localize marketing of godrej is not supported as compare to others, so it has to
increase .at the end I want say that godrej have a good position in mind of dealer’s and
customer‘s .
76
SUGGESTION
� Company should focus on pricing policy in comparison to its competitors because
its competitors provide same products in lower rates.
� The company should have to focus better design for product .
� The company should focus on their after sale services:-
� Company Should Increase Man Power for sales.
� The customer rate quality of the service as the most relevant one and hence Godrej
should maintain the quality in products and after Sale services and should make
improvements in this feature.
� Many of dissatisfied Dealers asked for more information about New schemes .So
the dissatisfaction may be due to not providing the latest news about new schemes
.So the company can make use of this opportunity to retain its Dealers by
providing the right news..
� The product design is not So charming As Compare to , LG and Samsung. As per
survey most of dealer discuss about it sale which Is down due to design.
� Any complaint is observed from the dealers, it should be dealt quickly. This will
reduce the chance for dissatisfaction.
� Company should try to Maintain competitive prices for consumers ,And should
focus on these to keep the brand image in the minds of people.
� Market strategies of home appliances providers should emphasize in price strategy.
� If any complaint is observed from the consumer, it should be dealt quickly. This
will reduce the chance for dissatisfaction. so the company have to a customer care
as other industries
77
Bibliography
Philip Kotler and Koshy Jha, Marketing Management
C .R .Kothari, Marketing Research Methodology Second Edition; 2004
Websites:
www.godrej.com
www.godrejindia.com
www.godrejcp.com
www.godrejappliances.com
78
ANNEXURE
Questionnaire
DEALER NAME. ------------------------------------------------------------------------------------------------.
ADDRESS ..-----------------------------------------------------. CONTACT NO. ---------------------------------.
EMAIL ID. ---------------------------------------------------------------------------------------------------------------.
1. DEALERSHIP FOR SELLING THEIR PRODUCTS?
LG. SAMSUNG. WHIRLPOOL. GODREJ. OTHERS.
2. NATURE OF AUTHORIZTION?
AUTHORIZED DEALER. SUB-DEALER.
3. WHY YOU ARE DEALING WITH THIS COMPANY?
BECAUSE IT HAS A GOOOWILL IN MARKET.
IT GIVES YOU A GOOD MARGIN ON SALE.
BECAUSE THERE IS NO DEALER, FOR IT IN THIS AREA.
4. WHY ARE YOU NOT SELLING GOREJ PRODUCT’S? .
YOU HAVE NOT AUTHORIZATION FOT IT.
COMPANY SALE S EXUCATIVE NOT MEETS YOU FOR THEIR PRODUCT SALE.
HIS RESPONSE IS NOT GOOD ON YOUR CALLING.
OTHER SERVICE PROBLEM.
5. WHICH IS THE HIGHEST SELLING BRAND IN YOUR COUNTER?
LG WHIRLPOOL SAMSUNG GODREJ. OTHER
79
6. REASON BEHIND YOUR SALE FOR PARTICULAR PRODUCT OF A COMPANY.
IT’S PRICING Its SERVICE AFTER SALE
Its DESIGN YOUR SUGGESTION.
7. MOST DISPLAY OF WHICH COMPANY.
LG SAMSUNG WHIRLPOOL. GODREJ. OTHERS.
8. DOES YOUR SALE IS AFFECTED BY THE LOCATION.
YES. NO.
9. EXPECTANCE LEVEL FOR GODREJ’S PRODUCT OF CUSTOMER?
High _ _ _ _ _ _ _ Low...
Satisfactory _ _ _ _ _ _ _ Unsatisfactory.
1 0.HOW WOULD RATE THE SERVICE OF GODREJ COMPANY?
Good Fair Poor Very poor
11. WHAT DO YOU SAY ABOUT “QUALITY OF GODREJ PRODUCT IS BEST?
STRONGLY AGREE AGREE. NEITHER AGREES NOR DIS AGREES.
DIS AGREE STRONGLY DIASGREE.
12. WHAT IS YOUR SUGGESTION’S TO IMPROVE GODREJ SALE & GOODWILL?
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