Project Report of Godrej & Boyce

Mfg.Co.Ltd.

Submitted To Sumitted By Ms. Geetanjali Purswani Antima Jain

MBA

Project Title

Market research & identification of potential customers along with segment analysis for various SBU’s of prima division of Godrej & Boyce Mfg. Co. Ltd.

Objective•To get knowledge about the market.•Increase convincing power.•How to manage our self according to situation.•To know about the Government sectors.• To get the experience which will help me in my placement.

Godrej Company Profile

VISION, MISSION AND VALUESOF GODREJ CO.

COMPANY HISTORY

۩Company Name: Godrej and Boyce Mfg. Ltd.۩Established: In 1897۩Founder: Mr. Ardeshir Godrej۩Workforce: 18000 employee۩ Head Office: Mumbai۩ Stores: Nearly 51 stores in 25 cities in India.۩ Covered Area: 1,50,000 sq ft

BOARD OF DIRECTORSChairman & Managing Director:

J. N. GodrejOther Executive Directors:

P. D. Lam, K. A. Palia, V. M. Crishna, A. G. VermaNon-executive Directors: A.B. Godrej, N. B. Godrej, K.N.Petigara, B. A.Hathikhanavala,F. P. Sarkari, P. P. Shah, A. Ramachandran

Organizational Structureof Godrej Prima Division

Mr. Rajeev Jhangiani(Cluster Head)

Mr.Saurab ji Pareek(country Head)

Mr. Shankaran(National Head)

Mr. Sunil Patil(National Head)

Mr. Rahul dev Pal(National Head)

Mr. Vikas Srivastava(Branch Head ofPrima Division)

Mr. Amit Prasad (Sr. executive of

Retail)

Mr. Bhupesh(Sr. executive of

Service)

INFORMATION ABOUT THE COMPANY

Godrej is a part and parcel of every Indian’s life.

There are countless ways by which Godrej Company enriches quality of life - everyday, everywhere since last 110 years.

CONT.…

Godrej Company offers an entire range of industrial solutions from storage to material handling to process equipment and many more.

Godrej Consumer Products Ltd.(GCPL) is a major player in the Indian FMCG market with leadership in personal, hair, household and fabric care segments.

CONT…

The company is among the largest marketers of toilet soaps in the country and has a leadership position in the hair color category in India.

Today Godrej deals in various products line and Godrej is the largest manufacture of vending machines in India.

Godrej Group1. Godrej & Boyce Mfg group

2. Godrej Infotech Ltd.

3. Office & consumer pdt.

4. Godrej industries & associates co.

5. Appliances

6. Godrej Agrovet Ltd..7. Lawkin Molar Group 8. Godrej Saralee Ltd. 9. Corporate Services 10. Godrej Properties

Company Product LineConsumer Products:- Appliances

 Locks

 Furniture

 Security Equipment

 Audio Visual Solutions

 Typewriters

 Vending Machines

Soaps & Personal Care

 Foods

 Air Care

 Household Insecticides

 Housing

 Pest Management Services

Contd…Industries Products:- Storage Solutions Automated Warehousing Material Handling Equipment Process Equipment Precision Components & Systems Machine Tool Service Electrical & Electronics Tooling IT SolutionsPLM Solutions Medical Diagnostics Agro Products Chemical

Prima Division

⁂ Conferencing products ⁂ Manufacturing product⁂ Retail product⁂ Services

Conferencing Products

ProjectorsOver Head ProjectorsDocument CameraPenaboard/ Interactive PenaboardVideo ConferencingAudio ConferencingAudio-Video Solutions

MANUFACTURING PRODUCTS

2CST Vending Machines2CVM Vending Machines4CVM Vending Machines

Features of Godrej Vending Machine

 

1. Better Cream and Taste due to better mixing.

2. Separate outlet for Hot Water.

3. Recipe programming possibility.

4. 4 options/ 8 options machines available.

5. In-built water storage tank.

DIGITAL TECHNOLOGY : -

Digital Water Level & Temperature Settings

Digitally Controlled & Password Protected

Handle Wide Range of Voltage Fluctuations

Shuts Off automatically, if not used for 3 hours

Various Counters to keep track/ Control no. of Cups Dispensed

Types of Premixes offered By Godrej Company

Tea:-1. Plain Tea Premix2. Cardamom Tea Premix3. Ginger Tea Premix4. Lemon Tea Premix5. Masala Tea Premix6. Tea Bags (100 bags pack)

Cont…Coffee:-

Coffee classic Premix

Classic Premix

Soup:-

Tomato Soup Premix

Veg. Soup Premix

Sweet Corn Soup Premix

RETAIL PRODUCTS

1. Normal Batteries

2. Rechargeable Batteries

COMPETION INVOLVED IN GODREJ

For Vending Division :-

1. Nestle

2. HUL

3. CCD (café coffee day)

4. TATA Café

5. Fountain (now closed)

6. Fresh & Honest

7. Local players

CONT…

For Conferencing:-

1. Projectors : SONY, NEC, Dell, Sharp, EPSON

2. Audio Conf.: Cisco

3. Video Conf. : SONY, Aethra, lifesize

4. Interactive Panaboard: Hitachi, Starboard

5. Plasma/ LCD TV: Samsung, SONY, Sharp

6. Document Camera ; Globus

7. Tablet Monitor: Samsung

8. OHP: Suvira

Recent Development

1. 28-MAY-09 Merger of Godrej Consumer Biz and Godrej Hygiene

Care into Godrej Consumer Products.

Future Plan

Godrej Consumer Products, is planning to enter into the baby care and feminine hygiene segment. Godrej Consumers Products (GCPL) is looking to acquire companies in West Asia and Africa to expand its hair color business and hopes to finalize a deal in this calendar year.

Research Methodology

Objectives of research:-

To create awareness about the vending machines and conferencing products.

To find the potential customers for Godrej. To know the requirement of the products. To take the feedback on the services of the products of

the competitors. To find out ways to improve the sales of the products in

Prima Division.

Primary Data: By the help of questionnaires, Interviews and

Telephonic calls  Secondary Data: - By the help of Telephone directory

and the list which is given by Mr. Vikas Srivastava. 

Data Collection

Applied research: -Applied research aims at finding a solution for an

immediate problem facing a society or an industry /business organization.

Qualitative Research: - Quantitative research can be used to measure customer

awareness and attitudes to different manufacturers and to understand overall customer behavior in a market by taking a statistical sample of customers to understand the market as a whole.

Research Method used by me:-

Research Tools

For my research I have used mostly three tools i.e. Questionnaire Interview Telephonic survey

 

Research Tools:-

Analysis

1.Which hot beverage(s) you are using at your workplace? Tea Coffee Soup

Tea Coffee Soup

100.00%

17%

3%

Sample size(100%=100)

% of consuming hot beverages at work place

outside vendors,

64%

Own pantry, 32%

Others, 4%

Sample size=(100%=100)

2. How do you fulfill your Tea/ Coffee/ Soup requirements? (1) Own pantry facility (2) Outsider Vendors (3) Others (Please Specify)…………………………………………

58%23%

10%

9%

sample size(100%=100)

1 to 2021 to 4041 to 6061 to 80

3.What is the staff strength of your organization?

______________________________________ 

4.How much is the daily consumption of beverage(s) in cups?

79%

10%6%5%

Sample size(100%=100)

1 to 5051 to 100100 to 200200 to 400

5.What are the monthly costs incurred on hot beverage(s)?

17%

23%

31%

16%

9%

2% 2%

Sample size (100%=100)

500-1000 1000-2000 2000-4000 4000-60006000-8000 8000-10000 10000-20000

6. Rank the parameters you prefer while consuming the Hot Beverages. (i) Cost (ii) Hygiene (iii) Taste (iv) Services

Cost, 55%Taste, 30%

Services, 10%

Hygiene; 5.00%

Sample size(100%=100)

7. Would you prefer an in-house facility where you can get beverages ready to serve?

(i) Yes (ii) No

59%

41%

Sample size (100%=100)

YesNo

8.Which Vending Machine you prefer at your work place? Godrej Georgia Americana Others (Please Specify)………………………………….

Godrej16%

Nescafe55%

Lipton20%

Bru9%

Sample size (100%=100)

Outright purchase offer Rental offer0%

10%20%30%40%50%60%70%80%90%

100%

43% 35%

57% 65%

Yes NO

Do you want Godrej to send proposal for:-     YES  NO (i) Outright purchase of Vending Machine with Premix  (      )  (      ) (ii) Rental Offer of Vending Machine with Premix   (      )  (      )

The sample selected is of heterogeneous nature. The area of the research is confined to SBU’s in

Jaipur city. Busy schedules of the senior officials. 2 months is not sufficient for a proper research to

be conducted.

Limitation of Research: -

Outcomes of research:-

Most of the people are satisfied with the existing machines (Nescafe, Bru, and Lipton) services and they do not want to change it.

The price of Godrej vending machines is high in comparison to other machines due to the excise duty.

Most of the people are not aware that Godrej vending machines is also available in the market last 6 year.

Cont… vending machines segment only high profile offices and

premium class customers are who uses the vending machines.

Nestle and HUL companies already create a strong brand image in the eyes of customers but the customers do not aware about one thing i.e. these companies are not manufacture any vending machines.

Places like private offices, malls, hotels, factories are using vending machines.

Reseason for Satisfaction from outside consumption

Easy availability

Low cost

Traditionally satisfied

Save maintenance

cost

Less of investment

Reasons for vending machine not growing: -

Ignorance - Easy availability through shops has lead to ignorance in using the new means of getting the product .

Vandalism - Security of the machines is also a reason which most of the marketers stated as a point of concern.

Why consumers prefer Vending Machines?

◦Convenience / Saves time ◦Easy to use ◦Product Range and Availability

The preferred locations to install Vending Machine

The most preferred locations Shopping malls Theatres Railway stations AirportsOther locations Petrol pumps Canteens Offices

Segment 1 : Corporate offices and Industries

Segment 2 : Education Institutes

Segment 3 : Hotels and Restaurants

Segment 4 : Transport Terminals

Corporate Offices

Schools Star hotels

Railway Stations

Stock Exchanges

Colleges

Pizza Huts Bus Stations

Factories Other Institutes

Small restaurants

Airports

Potential Market Segments

Desired benefits in a Vending Machine by potential users

Ease of use Visual Appeal Ability to display multiple brands. Portable/Small. Sound Payment mechanism. Convenience / Saves time

On The Job training details

On The Job training details: -Target :- In each organization we have to fulfill one questionnaire. To know about the purchasing policies in government sectors. To know the organizational structure of government offices. If any company using product for their multiple location in

that case we also know that which company’s machines they are using, how much rent they pay for it or if it is on purchase basis then how much it cost, how many machines at one locations and what are the daily cup consumption.

If customer using any kind of vending machines then what is the feedback of it and is he want any kind of changes in his existing services.

Work accomplished in training:- Marketing of Godrej vending machines and

conferencing Products. Knowing about the heads of the different departments

so that in future they can contact to the heads directly. We are collects the information about the purchasing

policy in government sectors. Submit the hard copy & soft copy proposal from

where we get positive response.

Cont… Prepare Daily Survey Report (DSR) and send it to

our senior. According to our DSR report we were taking

appointment for our senior to meet with interested customers.

We have done our work according to area vise which was told by our company guide.

 Learning:-

How to generate the calls. Timely submits the proposal to customers. How to handle follow up calls. Know about the entrance procedure of

government sectors. Learn more about the new features of the

conferencing products

Cont… Know about the government sectors purchasing

policies. How to convince people for our product. If they are

not ready for purchasing the machine then offer them to rental proposals.

How to final the deal.

Suggestions to the company:-  Company should submit the proposal in government

sectors. It will beneficial for future also. Company should give free sample of premixes with

machines. Company should promote their product at various

business website. Company should give free demonstration at various

places like :- Seminars, Shopping malls and cinema halls.

Conclusion I have studied customer’s needs of vending & conferencing in

Jaipur and I found that most of the customers are price conscious and some of the customers are branded conscious.

There are lots of customers who are not aware about the Nestle and HUL companies. These companies are not manufacturer any kind of vending machines but the brand image of these companies vending machines is good in the market.

As I already mentioned in the above that customers are price conscious and the Godrej vending machine’s price is high from the other vending machines which is available in the market. Customers are satisfied with all the features of the machines and services but they are not ready to high amount.

Thank you