PRESENTATION BY,

HARDIK SHAH
MBA-2009-2011
ROLL. NO. 48

Godrej & Boyce Mfg. Co.

Ltd.
AHMEDABAD
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1. Founder of Godrej was Mr.Ardeshir Godrej.
2. Godrej & Boyce Mfg co Ltd established at Lalbaug Mumbai
on 7th May 1897.
3. In the year 1918, Godrej soaps limited came into light.
4. Godrej entered in FMCG sector in 1971.
5. Godrej entered in Real State sector in 1990.
6. In April 2001,Godrej consumer Products Ltd. (G.C.P.L) came
into light.
7. Godrej entered in BPO Solution & Services Space in 2003
(Godrej Global Solution Ltd).
8. Godrej has completed its 111 years.
9. Employees 10,700 (including 2,000 in Sales and Service)
10. Fiscal Year 2008-09: Rs. 43 billion (US$ 881 million)
Combined Sales of the Company and its major subsidiaries
and affiliates, for FY 2008-09: Rs. 107 billion (US$ 2.3
billion)

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3
 Godrej Group Structure
  

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5
 1897 - Godrej & Boyce Mfg. Co. Ltd established
 1918 - Godrej Soaps Limited incorporated
 1961- Godrej Started Manufacturing Forklift Trucks in India
 1971- Godrej Agro Limited began as an Animal Feeds division of
Godrej Soaps
 1974 - Veg oils division in Wadala, Mumbai acquired
 1990 - Godrej Properties Limited, another subsidiary, established
 1991 - Foods business started
 1991 - Godrej Agro Limited incorporated
 1994 - Transelektra Domestic Products acquired
 1995 - Transelektra forged a strategic alliance with Sara Lee USA
 
 
 

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 1999 - Transelektra renamed Godrej Sara Lee Limited
 2001 - Godrej Consumer Products was formed as a result of the demerger of
Godrej Soaps Limited. Godrej Soaps renamed Godrej Industries Limited
 2002 - Godrej Tea Limited set up
 2003 - Entered the BPO solutions and services space with Godrej Global
Solutions Limited
 2004 - Godrej HiCare Limited set up to provide a Safe Healthy Environment to
customers by providing professional pest management services
 2006 - Foods business was merged with Godrej Tea and Godrej Tea renamed
Godrej Beverages & Foods Limited
 2007 - Godrej Beverages & Foods Limited formed a JV with The Hershey
Company of North America and the company was renamed Godrej Hershey
Foods & Beverages Limited
 2008 - Godrej relaunched itself with new colorful logo and a fresh identity
music

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Industrial Products Consumer Products Services

Tooling Locks Construction

Material Handling Equip Furniture & Interior Tech Services

Process Equipment Storage Solutions Property development

Precision Engg. Systems Appliances Enviro-tech Services

Precision Components & Prima communication Electrical & Electronics

Systems Solutions

Security Equipments

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 Refrigerators Air-Conditioners Washing Machines Microwave Ovens

Direct cool Spilt AC Fully Automatic Steam

Cold Gold Deluxe Mirror Star Series Front Loading Convection
Pantacool v2/v5 Silver Line Series Top Loading Grill/combination
Pantacool Pearl Series Solo
Axis Ivory Series
No.1 Lunar series
GDC 1105 Champagne series
Edge
Neo

Frost free Window AC Semi Automatic

EON Glacia Series
Pantacool  Helix Series
 

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 SAMSUNG
 L.G

 WHIRLPOOL

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

B. The secondary objectives of the study was:-

 To know that how many family use the home appliance.

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

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 To know that, which factors influence the customer purchases any
products.
 To know that satisfaction level of Godrej products.
 To know the complete satisfaction of all problems solved/attended after
purchase the product. ( Godrej customer service )
 To make suggestion, if any further requirement in Godrej product.
 To make suggestion, if any to improve existing condition.

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

 This research is aimed at profiling the standard customer with an aim to

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

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

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 The sample size of customer is limited to 200 because of time and cost
factor.
 The information collected may not be sufficient and reliable in terms of
total market conditions in Ahmadabad.
 The study was time bound.
 Many of the respondents were not open with their responses.
 Majority of the customers were too aggressive in nature.
 Lack of customer cooperation was a major constraint.
 There may be error due to bias of respondents.
 The behaviour of the customers while approaching them to fill the
questionnaire was unpredictable.
 Some of the security guards are not co-operative.

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 Area of the study:-
The study was mainly concentrated on Ahmadabad city. 
 Research Design:-
Descriptive Research: Descriptive research includes survey and fact-
findings enquire of different kinds. The major purpose of descriptive
research is description of the state affairs, as it exists at present.
 Data Collection:-
The study is based on the data collected through primary and secondary
sources. 
 Primary Data:-
An interview schedule was designed to collect primary data from various
customers. 
 Secondary Data:-
Secondary data was collected from journals, magazines, web sites and from
other relevant publications.

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 Sampling Design:-
The sampling design mainly consists of the sample taken for the study
along with the sample size, sample frame and sampling method. 
 Sample Universe:-
All customers those who are uses in the selected Area’s in Ahmedabad
were taken as the sample universe. 
 Sample Size:-
From the universe, sample sizes of 200 customers were selected for the
purpose of the study. 
 Sample Frame:-
The customer was selected on a random basis from which the respondents
were selected based on convenience. 
 Sampling Method:-
Convenience sampling was used, based on the willingness and availability
of the respondents. The study was conducted on customer with different
type of brand business in same segment.

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TABLE: 1>Table Showing how many family use the home appliance in the
Ahmadabad.
NOTE: - R- Refrigerator, W- Washing machine, M- Microwave,
A.C - Air -condition
Particular No. of Respondents Percentage (%)
R – W- M - A.C 65 32%

R 45 22%

R-W 35 18%

R - A.C 20 10%

R-M 3 2%

R – W – A.C 20 10%

R–W-M 6 3%

R – M –A.C 6 3%

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

L.G SUMSUNG GODREJ WHIRLPOOL VIDEOCON OTHERS

64 65 25 24 10 12

L.G

SUMSUNG
5% 6%
12% 32%
GODREJ

WHIRPOOL
13%
VIDEOCON
32%
OTHERS ( Eletronices. Akal,
kelvinator )

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Ext. satisfied Very satisfied Satisfied Dissatisfied Ext. dissatisfied

25 50 110 10 5

12.5% 25% 55% 5% 2.5%

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Refrigerator Washing Machine Microwave A.C

190 130 80 110

200 190
180
160
140 130
120 110 Refrigerator
100 90 Washing machine
80 Microwave
60 A.C
40
20
0
KNOWING LEVEL

22
 YES NO

90 110

45%

YES
NO
55%

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Refrigerator Washing machine Microwave A.C

50 26 4 10

24
YES NO

30 80

27%

yes
no

73%

25
Category Excellent Very good Good Fair poor Very poor

Service 5 10 15 35 15 30

Quality 5 15 15 35 20 20

Price 5 10 20 40 15 20

100%

90% 10 20
5 15
20 40
80%

70%
60% 20
50% 5 15 35 20 Price
15
Quality
40%
Service
30%
30
20% 5 35
10 15 15
10%
0%
Excellent Very Good Fair Poor Very Poor
Good

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Much better Somewhat About same Somewhat Much worse Don’t know
better worse
20 30 60 55 10 25

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

60

50
Much bett er
Somewhat bett er
40
About same
30
Somewhat wores
20
Much worse
10
Don't know
0
Comprative to the other company product

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Brand Promotion Product feature Price Service Influence by
activities other
45 40 25 30 55 5

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

90
80 27.5
70
60 20
55
50 Percentage
15
40 40 12.5 12.5 Actual nos.
30 30
25 25
20
10 2.5
5
0
Brand Promotion Product Price Service Influence
activities feature by other

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Category Very satisfied Satisfied Neutral Dissatisfied Very
dissatisfied
Quality 15 22 42 8 3

Value 10 25 40 13 2

Services 5 10 25 30 20

Usage 10 20 40 15 5
experience
45
42
40
40 40

35

30
30

25 25 25 Quality
22 Value
20 20 20
Service
15 15 Usage experience
15
13
10 10 10 10
8
5 5 5
3 2
0
Very Satisfied Satisfied Neutral dissatisfied Very dissatisfied

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 Particular No. of Respondents Percentage (%)

Yes, by the company or its 50 55

representative

Yes, but by someone outside the 25 28

company

No, the problem was not resolved 10 11

No, contact with customer service 5 6

30
No, contact with customer 6
service 5

No, the problem was not 11

resolved 10
Percentage

Yes, but by someone 28 Actual nos.

outside the company 25

Yes, by the company or its 55

representative 50

0 10 20 30 40 50 60

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 Customer feels quality of GODREJ product is Good, Like as LG and
SAMSUNG, WHIRLPOOL
 GODREJ has a better positioning in the minds of customer.
 If an individual wants to have a Home Appliances then Godrej Priority
comes on third number.
 Quality of the service provided sale after service plays an important role in
keeping the existing customers and to bring new customers.
 In pricing and reliability of GODREJ ‘S home appliances is rated very
well by most of its customers.
 People are willing to pay more for new design and latest look.
 A number of customers preferred GODREJ Due to the brand name of the
company (GODREJ)

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 Customers were not happy that while they were purchasing old look
washing machine then others,
 Customers have complaints regarding the after sales service of GODREJ.
Numbers of customers have reported it poor and very poor.
 The overall satisfaction level of customer is high.
 Customer thinks that brand name and promotion activities of the company
can influence their purchase decision.

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 Company should focus on pricing policy in comparison to its competitors
because its competitors provide same products in lower rates.
 The company should have to focus better design and colour for product.
 The company should focus on their after sale services
 Company Should Increase Man Power for sales.
 The customer rate quality of the service as the most relevant one and hence
Godrej should maintain the quality in products and after Sale services and
should make improvements in this feature.
 Many customers asked for more information about new schemes .So the
company can make use of this opportunity, the company providing new
schemes in the marker.
 Company gives more emphasis on heavy advertising.

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 Market strategies of home appliances providers should emphasize in price
strategy.
 If any complaint is observed from the consumer, it should be dealt quickly.
This will reduce the chance for dissatisfaction. So the company have to a
customer care as other industries.
 The Company should advertise its home appliance as a result customer
would aware about the Godrej product.
 The sales & marketing officer of the company should regular visit to these
places so they can easily get the requirement of the customer regarding
home appliance.
 Company should promote its home appliance through canopy.
 Palm plate should be distributed with business newspaper and other
popular newspaper.
 The company should position itself as a life style Brand through
advertisement in leading newspaper.

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

 The project Titled “Market demand analysis of Godrej Appliance” was

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

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 The study revealed the picture of customer perception and satisfaction
which help Godrej to encourage more people to be the
customers/consumers of Godrej. That most of customers are happy with it
consume the Godrej produce. And many other’s customer want to
purchase the Godrej product. And by study we get more of customer are
complained about Godrej service, so it has to increase service of Godrej.
 
 And also Marketing is key factor for everything in sale, and by study we
get more of dealers are complained about localize marketing of Godrej is
not supported as compare to others, so it has to increase at the end I want
say that Godrej have a good position in mind of dealers and customers .
 
 

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 N Y N
A IO
S T
U E
Q

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 O U
K Y
AN
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