Chapter 1 Introduction
The Godrej Group is one of the largest players of Home Appliances in India and has always delighted the consumer with relevant technology in a wide range of efficient products. In 1958, Godrej was the First Indian Company to manufacture Refrigerators and has become synonymous with the category. Godrej pioneered the launch of Polyurethane Foam (PUF) which became the new benchmark for the refrigerator industry. In the last 1 year, Godrej has introduced 104 new products across various categories- Refrigerators, Air conditioners, Microwave Ovens, Washing Machines and DVD Players. With new innovative technologies like Silver Shower technology in refrigerators, i-Sense and EM5 in Air conditioners, Steam Microwave Ovens, DAC+ in Washing Machines etc, Godrej is redefining the technology space in Indian Appliances context. In 1958, Godrej Appliances makes the very first refrigerator in India. Fast forward to today. Eon is bringing you cool new featur es es to meettoday’s needs.Our addiction to innovation is an old story. We launched PUF(polyurethane foam) technology way back in the 80s. Created 100% CFC free fridges much before green got fashionable. And added colorful doors to these cooling machines. And so on.We continue moving forward. Not just with Refrigerators, also washing Machines, Air Conditioners, Microwave Ovens, DVD Players and Televisions and more Not to be cheeky here, but we were voted the Most Trusted Brand, Gold award (Reader’s Digest consumer survey) 4 years in a row by our consumers. And earned the CNBC Consumer Awaaz Award, 3 years in arow. Eon, in the Consumer World Awards, was chosen as Mera Brand of the year, 2008. Next. Godrej Appliances becomes a Super brand. Godrej and Boyce Mfg. Co. Co . Ltd. deals in both the consumer products as we llas industrial products. Both have wide ranges of products in it. From appliances to personal care in consumer products while the storage solution, machine tool service, agro products, chemicals etc comes come s in the industrial ind ustrial products category. Recently it has announced an nounced to increase the number of retail stores from 49 to 100 by 2010. Investment of Rs 20 crore will be made to make it a success. Godrej Appliances Ltd. brings out refrigerators, washing machines, air-conditioners, microwave ovens, and DVD players in India with the latest technology. Every consumer good comes with price range and variety to serve absolutely all the strata of the society. Fully sensing the need and demand of the market of IT in India Godrej InfoTech Limited provides IT solutions like the development of software, solutions development, customization & ERP. It also provides data base outsourcing and consultancy services Godrej Industries ltd. manufactures Oleo chemicals. Over two dozens of industries inIndia use the chemicals made by Godrej industries. They all in all make more than hundred of such chemicals. Besides this it also produces edible oil, vanaspati and bakery fats, and deals in medical diagnostic and real estate. Product has quality that of international standard and yet
at competitive price. Company's' profile shows that Godrej Properties ltd a real estate arm of Godrej Group is doing wonders in residential sector in India. it is coming up with property project in Bangalore. Our Divisions: Appliances AV Solutions (Prima)Construction Electricals & Electronics Furniture (Interio) Lawkim MotorsLocks Material Handling Precision Engineering Precision Systems Process Equipment Security Solutions Storage Solutions ToolingVending (Prima)
Godrej India
has seen both the post and pre independence days as it gotestablished in 1897. It started its business with locks manufacturing and atpresent it a provider of wide variety of services in India, like doors, furniture,locks, software development, beverages, chocolates, chemicals forindustries, home appliances etc. The website on different associates givesfull details on the dealers, their locations and maintenance tips on eachproduct manufactured by Godrej India. Godrej has captured a consumermarket in India at large scale with its brands like Soaps, Toiletries, Hair Care,Household Care, Fabric Care, Baby Care and Keyline Brands.
Godrej Appliances
- The largest engineering and consumer productscompany in the country having varied interests from engineering to personalcare products. We are also one of the most respected corporate housesknown for our philanthropy and initiation of labour reforms besides beingrecognized for our values of fair, transparent and ethical dealings.
Mission Statement:
• Godrej Mission is to operate in existing and new businesses which capitalize on the Godrej brand and corporate image of reliability
Chapter 2 Literature Review & Problem Statement
Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It is an integrated process through which companies create value for customers and build strong customer relationships in order to capture value from customers in return. Marketing is used to identify the customer, to keep the customer, and to satisfy the customer. With the customer as the focus of its activities, it can be concluded the marketing management is one of the major components of business management. The evolution of marketing was caused due to mature markets and over capacities in the last 2-3 centuries. Companies then shifted the focus from production to the customer in order to stay profitable. The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors. Print Advertising Print campaigns include newspaper and magazine advertising. This type of marketing can carry a variety of messages (either brand oriented or direct response) and can be focused on a particular audience based on who reads the publication in question. So for example, if you want to reach people who live in San Diego, put your marketing efforts into the San Diego daily newspapers. If you are selling a new line of cat collars, look into Cat Fancy or other feline-related periodicals. Print advertising must be prepared well in advance to meet the deadlines of the publications – especially with monthly magazines, since they are printed months before their release date. Direct Mail Although many believe Direct Mail marketing has seen its best days already passed; there is still some life in this powerful, traditional form of advertising. Direct Mail refers to postcards, brochures and flyers that are sent through the mail and generally contain a direct response call-to-action. Using direct mail means having to purchase some necessities for the campaign, including printing materials, postage and the address lists of the demographic you wish to target. TV and Radio Among the most high profile campaigns in the industry, television and radio advertising offer the opportunity to reach the largest number of people in theshortest time frame. Among the disadvantages of these marketing effortsare the potentially high cost and the inability to truly target your demographic with precise accuracy. However, the prestige associated with television advertising can elevate a business in a way no other marketingformat can.Online Marketing The rising star in the world of marketing is online. The web continues toexplode and along with it so do the advertising opportunities. Billions andbillions more advertising dollars are spent every year online, as business tryto find ways to tap into the Internet user. The most common types of Online
Marketing include: Pay Per Click – bidding on search terms and having the business’ ads appear when the relevant keywords are searched for in Google and Yahoo!Banner Advertising – creating a graphic advertisement and placing it on relevant websites. The ad then takes customers directly to the advertiser’s website. Email Marketing – Using lists of email addresses to deliver content andpromotional offers to potential customers. Organic Search – Using search engine optimization (SEO) to rank high onGoogle and Yahoo! in your given area of business. This is achieved bymanipulating the copy on a website and in the HTML code that forms thebackbone of the web pages.It is worth nothing that many businesses are abandoning the more traditional, print forms of marketing in favor of reaching out to the onlineworld. As print and direct mail see their numbers decline, more and morebusinesses are choosing the cost effective, highly targeted marketingoptions found online.
Chapter: 4 Project Profile
Godrej shall strive for excellence by nurturing, developing andempowering it’s employees and suppliers.
Godrej entourages’ an open atmosphere, conducive to learning andteam work
Accelerate the growth of Indian household insecticides market.
To globalize the business rapidly.
Enriching Quality of Life Everyday Everywhere.
Motto of godrej: We care the quality of your life.Values of Godrej:-
Commitment to Quality
Customer Orientation
Dedication & Commitment
Discipline
Honesty & Integrity
Learning Organization
Openness & Transparency
Respect/Care & Concern for People
Teamwork and Trust The Evolution Of Godrej1897 – Establishment Of The Company1918 – Launched the first soap in the world to be made without animal fat.1923 – We maid our first Almirah.1932 – Incorporated with limited liability.1951 – It made ballot boxes for free India’s first election.1958 – We made our first refrigerator.1978 – Our employee count stood at 12000. Today it’s 20,000 and growing.1986 – Godrej launched its Hair Dye.1995.
2008 – We helped develop the launch vehicle and lunar orbiter forChandrayaan-1, India’s first unmanned mission to the moon. It’s our pride.2008 – Godrej logo colour changed. Incorporation Established in 1897, the Company was incorporated with limited liability on March 3, 1932, under the Indian Companies Act, 1913. Sales-Subsidiaries and Affiliates
The Company is one of the largest privately-held diversified industrial corporations in India. The combined Sales (including Excise Duty) of the Company, its subsidiaries and affiliates, during the Fiscal Year ended March31, 2008, were about Rs. 90,000 million (US$ 1,900 million). Jamshyd Godrej is the, Chairman of the Board of Godrej & Boyce Mfg. Co. Ltd. He graduated in Mechanical Engineering from Illinois Institute of Technology, USA. He is the Chairman of Aspen Institute – India.
Chapter: 6 Learning experience
Have to achieve my target within due time
I have to know more than my client
Patience
To understand the clients perception (how to motivate them)
Enjoyment is also a part of work(work-life balance)
Punctuality
Discipline
Hard worker
Patience to take tension
Dedication towards the work
Continuous efforts
Leading character
Courage to deal the situation
Knowledge to recruit the person
Knowledge about the product
Conclusion
After the successfully completion of my summer internship I understood that market research is an important aspects for a company throughout the lifecycle of a particular product. It helps in knowing the changing taste, preference, life style etc. of the consumer. During the training I found that Area Sampling method is a perfective market research technique. With reference to my research topic that is “CONSUMER BUYING BEHAVIOR TOWARDS GODREJ HOME APPLIA NCES”. It was found that, 70% of the respondents have responded with a positive note. That means they are satisfied with their product. From the study it was found that most of the customers had gone for Godrej brand only due to exchange offer i.e. 85%. It was also found that Brand name and quality of the product are the first preference for the customers apart from age group. From the study it was also found that customers put more preference on product knowledge of the sales person during the purchase of the product. So the company should provide effective training to its sales person regarding product features. Eventually it can be concluded that Godrej Appliance has the market share in Orissa. Exchange offer has been the reason to buy the Godrej product.