Escolar Documentos
Profissional Documentos
Cultura Documentos
ON
OF
OF
JAIPUR, RAJASTHAN”
I.S.I.M.
Submitted by Submitted to
Mr. SOURAV JAIN Prof. Geeti Sharma
MBA-III Semester
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AKNOWLEDGEMENT
I would like to express my whole hearted and deep gratitude to all who
helped me, whole heartedly for the completion of “MARKET
ANALYSIS DEVELOPMENT OF GODREJ GP BATTERIES
PRIMA DIVISION OF GODREJ & BOYCE MANUFACTURING
CO. LTD”
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PREFACE
In the market the experience relating to the practical knowledge was very
good which realized us about the real conditions of the marketing. all care
has been taken and an attempt has been made to give as much clarity and
conclusive evidence as possible within the short tenure of the study.
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at GODREJ and have learnt lots of new things, which will be helpful to
us during our work in any organization. We thank GODREJ for giving us
this opportunity at their office and being good to us all the time.
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CONTENTS
• Company Profile
• History of Prima
• GP batteries
• Corporate Profile
• Research Methodology
• Limitation of study
• Analysis
• SWOT Analysis
• Project Finding
• Bibliography
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J. N. GODREJ
Chairman’s Message
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Milestones:-
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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 to know more about Godrej & Boyce
Mfg. Co. Ltd.
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Corporate Timeline
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• 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.
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History of Prima
200 million years ago man began its journey of evolution and
what differentiated him from other species was his ability to speak and to
write. What began with cave paintings as a means of communication has
now evolved into video conferencing and internet of today’s era. But this
long journey would not have been completed had it not been for the
advent of various instruments one of which was typewriter.
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Mission & Vision
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Mission
• Godrej Mission is to operate in existing and new businesses
which capitalize on the Godrej brand and corporate image of
reliability and integrity.
• Godrej 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.
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Branches (Sales and Service)
Employees
8,900 (including 2,000 in Sales and Service)
Bankers
CENTRAL BANK OF• INDIA, Mumbai 400 023
UNION BANK OF INDIA, Mumbai 400 021•
CITIBANK• N.A., Mumbai 400 051
BNP PARIBAS, Mumbai 400 001•
ICICI BANK LTD., Mumbai 400 021
STATE BANK OF PATIALA, Mumbai 400 021•
UTI BANK LTD.,• Mumbai 400 001
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Statutory Auditors
KALYANIWALLA & MISTRY, Chartered Accountants
127 Mahatma Gandhi Road, Mumbai 400023
Sales (Unconsolidated)
Sales including Excise Duty (Fiscal Year 2004-05): Rs. 17,821
million (US$ 410 million)
Businesses
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Lockers, Customized Storage Systems, Roll-formed Slides and
Components for Furniture
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Prima Office Equipment (ISO 9001)
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(ISO 9001/14001)
Process Plant and Equipment (ISO 9001, ASME ‘U’, ‘U2’, ‘S’ and ‘R’
Stamps, SQL ‘M’ Stamp China)
Pressure Vessels, Columns, Reactors, Electro polished Reactors, Shell &
Tube Heat Exchangers, Trays, Tower Internals and other Custom-built
Fabrication
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The Godrej Business Profile
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MAJOR SUBSIDIARIES OF GODREJ
INDUSTRIES LTD. 165 2.5
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1 GODREJ HERSHEY LTD. (43%)
3 Processed Foods and Beverages, Edible Oils and 1,756 36.5
Vanaspati
1 MERCURY MFG. CO. LTD., SEZ, Chennai (50%)
224 4.7
4 Steel Furniture and Office Equipment
1 GODREJ & KHIMJI (MIDDLE EAST) LLC., Oman
5 (49%) 202 4.2
Steel Furniture and Office Equipment
1 GODREJ (VIETNAM) CO. LTD., Vietnam (100%)
151 3.1
6 Steel Furniture and Office Equipment
90,658 1,883.0
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Various SBU’s of Prima Division
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Potential market in Rajasthan:-
Branch
Jaipur
Top ten Markets
Go Actual Actua
Sr. Actual Estimated Univers Potentia
Town / drej % ABP Expected Primar l M. S
N Primary Potential e l
Market reta Reach '06-'07 M. S. y
o '05-'06 '06-'07 (Retail) '05-'06 .
ils '05-'06
Jaipur /
1 Jaipur U/c 7940 47300 155 92 59% 9350 20% 42700 7940 19%
2 Sardarshahar 3211 14000 68 41 60% 3000 21% 13000 3211 25%
3 Jodhpur 2533 16000 60 26 43% 3000 19% 15000 2533 17%
4 Doongarpur 1132 6000 40 27 68% 1400 23% 6000 1132 19%
5 Sikar 2010 9000 58 42 72% 2000 22% 8000 2010 25%
6 Ajmer 850 10000 44 26 58% 2000 20% 9000 850 9%
G'Nagar /
7 H'Garh 2097 10000 76 39 51% 2000 20% 10000 2097 21%
8 Udaipur 973 8500 60 29 48% 1500 18% 8000 973 12%
9 Nagaur 757 5000 38 21 55% 833 17% 4500 757 17%
10 Bikaner 873 5000 13 5 38% 1200 24% 4500 873 19%
Total 22,376 130,800 612 347 57% 26,283 20% 120,700 22,376 19%
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25
GP Batteries International Limited has been listed on the
Mainboard of the Singapore Exchange Securities Trading Limited
since 1991. The Group is principally engaged in the development,
manufacture and marketing of batteries and battery-related
products.
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2009 February
GP Batteries formed a long-term strategic alliance with
Boston-Power, Inc of the US to develop and
manufacture Sonata, the next-generation Lithium ion
batteries for notebook computers.
2009 January
In Hong Kong, AC Nielsen's MarketTrack report ranked
GP rechargeable battery and charger the first in sales
volume and value for five consecutive years from 2004
to 2008. GP Ultra Alkaline battery was also ranked No. 1
in sales volume from 2004 to 2008.
2008 July
Sylva Industries Limited, a wholly-owned subsidiary and
the manufacturing arm of GP Batteries, received a
Bronze Award of the 2008 HKMA Quality Award from
The Hong Kong Management Association. The award
recognized Sylva's high-level of quality and
management standards as well as enduring
commitment to total quality management.
2008 June
The Group's 10 factories in China were awarded "Green
Medals" in the One Factory-One Year-One
Environmental Project ("1-1-1") Program organized by
the Federation of Hong Kong Industries in recognition of
their contribution to the environmental improvement in
Hong Kong and the Pearl River Delta region by each
completing three or more environmental projects in
2007.
2008 April
GP Batteries entered into a strategic agreement with
Vectrix Corporation of the US to develop and supply
Lithium ion batteries for Vectrix's zero emission
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vehicles.
2007 September
GP Batteries introduced a light-weight and durable GP
Solar Charger for NiMH rechargeable batteries.
2007 May
GP Batteries launched the GP ReCyko batteries, the
new generation ready-to-use Nickel Metal Hydride
("NiMH") rechargeable batteries.
2006 December
Ningbo GP Energy Co., Ltd, upon restructuring, became
a 90%-owned subsidiary of the Group.
2006 October
GP Batteries and EVermont, Inc. of the US jointly
unveiled their latest Plug-in Hybrid Electric Vehicle with
a longer emission-free driving range at the Society of
Environmental Journalists' 16th Annual Conference in
the US.
2006 August
GP Batteries entered into a cooperation agreement with
Amita Technologies Inc. and Welldone Company to set
up a new company, GWA Energy, Inc., for the sales and
marketing of high-power Lithium polymer battery and
battery packs.
2004 June
GP Batteries entered into an agreement with Sanyo
Energy Tottori Co., Ltd to set up a joint venture
company, Ningbo GP Sanyo Energy Co., Ltd., to produce
primary Lithium batteries in China.
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2004 May
GP Batteries acquired a 50% interest in Aim High Group
Ltd., which enhanced the Group's presence in Eastern
Europe and Russia.
2004 April
GP Batteries entered into an agreement with Danionics
A/S of Denmark to set up a joint venture in China to
produce Lithium ion Polymer batteries.
2004 January
GP Batteries was named a Hong Kong top ten brand
name for the second time and won the Honorary Award
at the 2003 Hong Kong Top Ten Brandnames Awards
organized by the Chinese Manufacturers' Association of
Hong Kong.
2003 January
AC Nielsen's survey report in Hong Kong indicated that
GP Batteries achieved the fastest growth in sales
volume and value in the alkaline segment among other
brands in Year 2002.
2002 November
GP Batteries acquired 75% of the issued capital of
Zhongyin (Ningbo) Battery Co., Ltd. ("Ningbo
Batteries"), China's second largest alkaline battery
manufacturer. Ningbo Batteries owns the "Pairdeer"
brand which was named "China Top Brand (battery
category)".
2002 March
The "GP" brand was ranked amongst the Top 10 Best
Selling Battery Brands in China in 2001 in a survey
conducted by the National Bureau of Statistics of China.
2001 December
GP Batteries acquired the Thin Metal Film Lead Acid
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battery production facility and intellectual properties
from Bolder Technologies Corporation in the US. This
new technology enabled GP Batteries to offer a superior
emergency starter battery for the automobile industry.
A research and development center has been set up in
Singapore after the acquisition.
2001 April
GP Batteries' Lithium ion battery plant in Taiwan
commenced the mass production of 2100mAh Lithium
ion 18650 battery. GP Batteries was one of the first in
the industry to mass-produce this 2100mAh battery.
1999 December
The Group's battery brand, "GP", won the 1999 "Hong
Kong Top Ten Brandnames Awards" organized by the
Chinese Manufacturers' Association of Hong Kong.
1998
GP Batteries acquired Duracell's Lithium Ion
rechargeable battery manufacturing facilities.
1991
GP Batteries International Limited was listed on the
Singapore Exchange Securities Trading Limited (SGX).
1990
GP Batteries International Limited was incorporated in
Singapore as the regional headquarters and holding
company of the Battery Division.
1986
Gold Peak Group started to invest in China by forming a
number of manufacturing joint ventures.
1984
Gold Peak Industries (Holdings) Limited, the parent
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company of Gold Peak group, was listed in Hong Kong.
The public company comprised the business of the
Battery Division and Electronics Division.
1968
Gold Peak Group expanded its operations to Taiwan for
the manufacture of battery products.
1964
Gold Peak Electric Co. Ltd. was founded in Hong Kong to
manufacture dry batteries.
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GP Ultra Alkaline battery is especially
formulated to meet the increasing
demands of today's new generation of
high power devices such as; PDAs, Digital
Cameras, Remote Controlled Toys, Audio
and other portable devices alike.
Best for:
MD, CD Players; PDAs; Remote
Controlled Toys; Portable Devices.
Unique Design
Always plug-in for
instant energy
Charge 1 or 2 pcs of
NiMH AA / AAA
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Unique Design
Always plug-in for
instant energy
Charge 2 or 4 pcs of
NiMH AA / AAA
AAA
9V
D C AA
Best for:
Flashlights; Toys and Electronic Games;
Remote Controls; Mini Portable Radio;
MD and CD Players.
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Ultra Plus Alkaline Material Safety Data Sheet
Volta Dimension Cross Reference
GP Model ge Ht Energi Oth
Dia (mm) IEC JIS
(V) (mm) zer er
GP13AU LR2 LR2
1.5 34.2 61.5 E95 D
P 0 0
34
Dia Ht Energiz Oth
ge (V) IEC JIS
(mm) (mm) er er
LR2
GP13AU 1.5 34.2 61.5 LR20 E95 D
0
LR1
GP14AU 1.5 26.2 50.0 LR14 E93 C
4
GP15AU 1.5 14.5 50.5 LR6 LR6 E91 AA
LR0
GP24AU 1.5 10.5 44.5 LR03 E92 AAA
3
26.5(L
GP1604 ) x 48.5( 6LR2 6LF2
9.0 522 -
AU 17.5( H) 2 2
W)
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TYPES OF BATTERIES:-
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Rechargeable
NiMH 1.2 Digital cameras,
MP3 players,
remote controlled
racing toy cars
NiCd 1.2 Portable CD, MD,
MP3 players,
remote controlled
racing toy cars
Li-ion 3.6-3.7 Notebook
computers, PDAs,
mobile phones,
camcorders, digital
cameras
It may have come across terms like "heavy duty", "super heavy
duty", and "longer lasting". However, they do not necessarily
reflect the service time of batteries, as battery performance
depends very much on intrinsic qualities.
Despite the higher initial cost, alkaline batteries last five to ten
times longer than zinc carbon batteries on higher current
drains, making it more economical when the current drain is
high.
Zinc carbon batteries are the best choice for extremely low
power consumption electronic devices.
Power Recommended
Electronic Devices
Requirement Batteries
High Digital cameras NiMH batteries,
Nickel zinc
batteries
High Handheld TV NiMH batteries
Portable MD/MP3/CD
players
PDAs
Handheld game
The following
Moderate To are Walkman
the specific objectivesAlkaline
of the study:-
batteries
High MD/MP3/CD players
Torch
1.Low Clock radio
To check out willingness Zinc
& establishment ofcarbon
state level tie ups
RemoteManufacturing
of Godrej & Boyce control batteries
Co. Ltd. with various
Smoke alarm
companies having Account with Multiple Locations (AML’s).
trickle charge
Interview
The
The dominant
technique variable was
of interview affecting
opted cycle
as onelife is the
of the depth
tools of theofstudy.
discharge. The deeper the depth of discharge, the shorter
Interviews were conducted on the dealers to have an insight on them.
the cycle life. By decreasing the depth of discharge, the
cycle life of a battery will be significantly increased. For
this reason, it is necessary to avoid over-discharging of
batteries to a very low voltage. Depending on different
Presentation
discharge currents, 0.8-1.0V per cell is the generally
The technique of
acceptable Presentation
end was opted as one of the tools of the study.
point voltage.
Presentations
Discharging were conducted
battery ontemperatures
at high the clients for the
willpurpose
reduce ofthe
cycle life. of state tie-ups.
establishment
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TOOLS USED FOR DATA ANALYSIS
BAR CHART
PIE CHART
Limitations of study
Time constraint.
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ANALYSIS
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Awareness of People about Godrej GP Batteries
INTERPRETATION
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95% of the respondents were unaware of the Godrej Vending Machine.
Only below than 5% of people were aware of it.
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Preference of People in Using batteries brand
INTERPRETATION
Maximum percentage of people uses Duracell of Every days and Nippo
approximately 73%, whereas only 27% people use other brand that is the
lowest number out of 100 clients surveyed. In which only 5% People are
aware about Godrej.
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48
Strengths
Strong Brand Image of Godrej in Market
Weaknesses
Lack of Corporate tie-ups for GP batteries
No promotional strategy
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Opportunities
Large untapped market
Threats
Pre-existed potential competitors e.g. Dura cell of Everyday etc.
with very good brand image
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PROJECT FINDINGS
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PROJECT FINDINGS:
My findings and suggestions are based upon the research I
performed through the survey conducted and by personal interaction and
experience by being a part of the organization over a span of two months.
the price of batteries of local brand and other company is very low
compare to godrej.
• Godrej GP batteries price should be varied according to the
consumption level of premixes, lower price can be offered where
consumption level is high.
• The distribution channel of godrej Batteries is not good, proper
after sales services and timely distribution is not adequate.
RECCOMENDATIONS
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&
SUGGESTIONS
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1. Problem - AWARENESS ABOUT THE PRODUCT
Most of the dealers are not aware the godrej GP batteries. Even
they are having other products of godrej & Boyce Mfg. Ltd. But
they don’t know about GP batteries. Even some dealers in jaipur are
aware but in Gangapur City and Dholpur all the dealers are unaware
about the Product.
Solution-
Solutions:-
1) The Godrej & Boyce Mfg. Co. Ltd. Should keep adequate
stock for the dealer so that the demand of desired models could be
satisfied in time.
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3) The executive of Godrej & Boyce Co. Ltd. Should be monthly
visit at every dealer’s outlet and this visit should be double during the
peak seasons.
Solution:-
3) The Godrej & Boyce CO. Mfg. Ltd. Should encourage the
dealers to collect the information about the customers so that the
company can make a consumer benefits policies to encourage the
customer for a new purchase or use Godrej GP Batteries.
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4. Problem - INEFFICIENT PRICING POLICIES
Solutions:-
5. Problem - NO DEMAND
Solutions:-
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LONG TERM STRATEGIES FOR DEALERS
We assume that by adopting the above short term strategies the lost
image of the company has improved in the eyes of the dealers and they
have started stocking batteries and sales have also increased. We adopt
some long term strategies for the dealers to capture the market.
Monthly dealer meeting - the Godrej & Boyce Co. Ltd. Should
organize monthly region wise meeting to collect the sale data,
feedback about market and the product and also to increase the
sale.
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Yearly dealer meeting - An annual meeting of all dealer, distributer
and company executive should be conducted by the company to
create the good relationship between the company and above sales
channel and to boost them to sale more. If company is to launch a
new product or new scheme this annual meeting will provide a
platform to discuss the same with the sale channel and to take any
suggestion by hem. This would enhance the image of the company
in the eye of distributor and dealer.
Solutions:-
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FM, Radio Tadka) to aware the customer about Godrej GP
batteries and it should give information about all the dealers.
2. Problem - NEED
Out of the total surveyed the dealer told us that out of 100
customer, 22% buy a batteries when need comes, so this is
practically a good percentage and need to be targeted.
Solutions:-
www.google.com
www.godrej.com
www.wikepedia.org
www.books.google.com
www.gpbatteries.com
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