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Godrej Group consists of two corporate entities: 1. Godrej Industries. 2. Godrej Consumer Products. Godrej Industries Ltd. (GIL) is India's leading manufacturer of oleo-chemicals and makes more than a hundred chemicals for use in over two dozen industries. It also has a major presence in food products such as refined oil and tetra pack fruit beverages. Besides, it operates businesses in medical diagnostics and real estate.
Godrej Consumer Products Ltd. (GCPL) is a major player in the Indian FMCG market with leadership in ` Personal ` Hair ` Household ` Fabric care segments Each company has several divisions and factories. They are presently exporting their products to 30 countries.
Industrial Products
1. Storage solution 2. Automated warehousing 3. Material handling equipment 4. Process equipment 5. Precision components & systems. 6. Machine tool service 7. Electrical & electronic services 8. Tooling 9. IT solution 10. PLM solution 11. Medical diagnostics 12. Agro product 13. Chemicals 14. Construction material & services.
Started in 1897 as a locks manufacturing company, the Godrej Group is today one of the most accomplished and diversified business houses in India. In 1930, Godrej became the first company in the world to develop the technology to manufacture soap with vegetable oils. 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.
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. Godrej began manufacturing of refrigerators in 1958. Godrej started manufacturing Washing Machines in 1996.
Refrigerators
Air Conditioner
Split Window
Washing Machines.
Microwave Ovens.
STRENGTHS
` `
` ` ` `
The Company has wide range of product line. The management is trained and efficient & the network of service centers is good in all states. The Company has got wide range of branches within the country. Robust manufacturing and Supply Chain competencies. Sophisticated IT connectivity with distributors. Well-developed R&D capabilities Huge distribution Network.
The Company does not go for advertising, which is one of the biggest disadvantage of Godrej. Its emphasis more on the advertising of office automation & prima division. The company is focusing many security products at a same time. The effective selling schemes are not available like payment on installments. Gifts not being so attractive. Most of the dealers prefer other companies appliances.
` `
THREATS ` Strong competition. ` Products are not unique. ` Lot of branding done by other competitors.
FINANCIAL ANALYSIS
2008 17792704
Current Ratio
1.38
1.47
Quick ratio
0.73
0.84
2008 40854
2009 33234
12834291
13017637
0.0030
0.0025
2008 6415480
0.93
0.67
Year
2008
2009
Proprietors fund
6868162
9097425
Total assets
26668014
28805022
equity ratio
0.257
0.315
Year
2008
2009
Gross profit
3634802
4300615
Net sales
34711149
40351778
G.P. ratio
4.949
10.675
Net profit ratio = Net profit after tax x 100 Net Sales
Year
2008
2009
Net profit
1717303
2414381
Net sales
34711149
40351778
N.P. ratio
4.947
5.98
TITLE
To study the preference towards Godrej and LG Appliances. To study the promotional techniques used by Godrej and LG. To know the awareness of advertisement of Godrej and LG Appliances.
Definition :-The research methodology is the specification of method of acquiring the information needed to structure or solve the problem.
SCOPE OF THE STUDY This study is conducted on the dealers of Ludhiana city which deal in white goods of LG and Godrej and 45 days were spent on conducting the study.
Universe ` The universe for this study is the all the dealers of LG and Godrej who deal in white Goods of the World. Population ` All the Dealers of LG and Godrej who deal in White Goods of Ludhiana.
Sampling unit
`
The sampling unit for the present study is a dealer, dealing in the white goods of either Godrej or LG or both from last 1 year.
Sample size
`
Sampling size refers to total number of respondents targeted for collecting the data for the research. The sampling size for the present study is 42 respondents.
Sampling technique The selection of respondents was done on the basis of convenience sampling. It involved the convenience of place.
The data, which is collected for the purpose of study, is divided into 2 bases:
Primary Source: The data has been collected directly from dealers with the help of structured questionnaires/Schedules.
The sample size of Dealers is limited to 42 because of accessibility. Many of the respondents were not open with their responses. Majority of the dealer were too aggressive in nature. There may be error due to bias of respondents. The behavior of the Dealers while approaching them to fill the questionnaire was Unpredictable.
Distributor 15%
Chain Store 2%
Refrigerator 27%
Microwave 22%
AC 25%
(3). Name Of the Brands that are kept in by dealers in their Store.
Brands Godrej,14%
LG ,38% Samsung,26 %
Whirlpool,22%
Factors
Price
COUNT
SUM MEAN
15
24 1.6
15
25 1.7
15
60 4.0
15
41 2.7 N=42 n=40 Incentives 40 153 3.825
price 40 59 1.475
quality 40 82 2.05
N=42 n=15
Price 15 26 1.7
quality 15 20 1.3
Incentives 15 50 3.3
Factors
COUNT
quality
40
Incentives
40
Sum Mean
59 1.475
96 2.4
90 2.25
155 3.875
(4.3) Best Features of Godrej Washing Machine. Table 3.4.3 Factors COUNT SUM MEAN price 15 27 1.8 quality 15 19 1.3 after sale service 15 49 3.3
N=42 n=15
Incentives 15 55 3.7
N=42 n=40
Factors
COUNT
price
40
Quality
40
Incentives
40
SUM Mean
71 1.775
51 1.275
134 3.35
144 3.6
(4.4)Best Features of Godrej Microwave Oven. Table 3.4.4 Factors price quality after sale service 49 3.3
N=42 n=15
Incentives
SUM MEAN
27 1.8
19 1.3
55 3.7
N=42 n=40
price 50 1.25
quality 70 1.75
Credit 43%
Gifts 20%
Credit 39%
N=42
41
42
41
42
SUM MEAN
58 1.41
106 2.59
175 4.17
185 4.51
94 2.24
(8). Facilities Provided by Godrej and LG For Advertisement of Its appliances to the Dealers.
GODREJ
LG
Dangler s 19%
Danglers 26%
Pamphle ts 37%
Hoardin gs 41%
Hoarding s 37%
(10.1). No. Of Respondents That have seen Advertisement of Godrej and LG on Television.
GODREJ LG
No 33%
No 11%
FINDINGS
Dealers feels quality of GODREJ product is Good, but LG has a better positioning in the minds of Dealers. If a individual wants to have a Home Appliances then LG Priority comes on first 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 the dealers. Dealers said that, People are willing to pay more for new design and latest look. After sales service plays essential part of customer satisfaction. Many dealers have complaints regarding the after sales service of GODREJ. But a number of dealers have reported it below average.
Suggestion of dealers for how can GODREJ gains their sales. Marketing. Advertisement Both local and on television. Enhance the service level of company. Make the relation between dealers and company well. Models of product looks old so it has to be modulated. Keep a watch on the service area. Launch the new model. Offers & Schemes.