godrej project final

8/9/2019 Godrej Project Final

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CHAPTER- 1

Swami Vivekananda MBA college, Veda


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About Godrej

Background

Godrej Group is one of the largest conglomerates in India, involved in various industries that

include appliances, precision equipment, machine tools, furniture, healthcare, interior

solutions, office equipment, food-processing, security, materials handling and industrial

storage solutions, construction and information technology. Its products include security

Systems and Safes, Typewriters and Word processors, Rocket Launchers, Refrigerators and

Furniture, Outsourcing Services, Machine Tools and Process Equipment, Cosmetics and

Detergents, Engineering Workstations, Medical Diagnostics and Aerospace Equipment,

Edible Oils and Chemical, Mosquito Repellents, Car perfumes, Chicken and Agri-products,

Material Handling Equipments Like FORKLIFT Trucks, Stackers, Tyre handlers, Sweeping

machines, access equipments etc. The Group is headed by Mr. Adi Godrej & Mr. Jamshyd

Godrej.

Traditionally, Vikhroli, a suburb to the Northeast of Mumbai has been Godrej's

manufacturing base, but increasingly the groups have moved significant production facilities

inland in search of cheaper pastures.

http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Vikhrolihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Vikhrolihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/India


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GODREJ GROUP PROFILE

Started in 1897 as locks manufacturing company, the Godrej Group is today one of the most

accomplished and diversified business houses in India. Godrej's success has been driven by

the company's commitment to delivering innovation and excellence. Through the consistent

application of this commitment and a century of ethical business conduct, Godrej has earned

an unparalleled reputation for trust and reliability.

In 1930, Godrej became the first company in the world to develop the technology to

manufacture soap with vegetable oils; that spirit of innovation has continued throughout the

organization's history. Today Godrej is delivering consumers exciting innovations across a

spectrum of businesses. The company's pursuit of excellence is equally well established and

enduring. In the 1944 Mumbai docks blast, Godrej safes were the only security equipment

whose contents were unharmed; an equal level of product quality continues to be expected

from every product bearing the Godrej brand name. Godrej management understands that the

company's greatest asset is the trust and faith that consumers have reposed in it, and

recognizes that the company must continue to earn this trust. This translates to the

organization delivering outstanding quality and value in everything it does.

Godrej's ethical and visionary practices have allowed the company to successfully expand

into a number of businesses. Today Godrej is a leading manufacturer of goods and provider

of services in a multitude of categories: home appliances, consumer durables, consumer

products, industrial products, and agri products to name a few. A recent estimate suggested

that 350 million people across India use Godrej products. The group has more recently

entered the real estate and information technology sectors, and management views these asavenues for enormous growth.

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.

(Source: - www.godrej.com)



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Group Structure


http://www.godrej.com/http://www.godrej.com/


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GODREJ GROUP OF COMPANIES



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The Godrej Group

The Godrej Group has interests in a wide range of businesses. Apart from GCPL, the Major

Companies in the Group include:

Godrej & Boyce Manufacturing Co. Ltd a leading manufacturer of office and

home Equipment including appliances, furniture, locks, security equipment, storage

solutions And Industrial equipment.

Godrej Industries Ltd. a leading manufacturer of oleo chemicals that are used in

more than two dozen industries. The Company also has a presence in the foods business.

Godrej Agro vet Ltd. the market leader in animal feeds and innovative agri

products in India. The Company also has a presence in the branded poultry, rural retailing

and oil palm sectors.

Godrej International Ltd. engaged in international trading.

Godrej Sara Lee Ltd. a joint venture with Sara Lee Corporation, USA and a

leading Manufacturer of household insecticides.

Geometric Ltd. a specialist in Product Lifecycle management software solutions for

the Mechanical design, manufacture and industrial markets.

Godrej Properties Ltd. - a leading developer of residential and commercial

premises.

Godrej Hershey Ltd . markets juices, fruit drinks, and soya milk based drinks,

edible oil and Packaged tea. In FY 2006, GBFL has acquired 100 percent stake in

Nutrine Confectionery Company Pvt. Ltd. (Nutrine). In April 2007, the company

entered into a joint venture with the Hershey Company, North Americas leading

chocolate and confectionery manufacturer, to Manufacture and distribute confectionery,

snacks and beverages across India. Being part of the Godrej Group allows Godrej

Consumer Products to draw upon the rich heritage and Experience of the Group.

In line with GCPLs vision and long-term business objectives, all corporate Decisions are

independently taken by the Companys highly respected Board in conjunction with

competent management teams, keeping in view the best interest of all its stakeholders.



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BUSINESS FACTS

Continuously expanding marketing and sales infrastructure

GCPL possesses a well entrenched and established distribution network serviced by a

highly motivated sales organization

Consistent focus on enhancing reach and presence especially in growing domestic rural

regions as well as international markets

Sophisticated IT connectivity with distributors

Robust manufacturing and Supply Chain competencies

State of the art manufacturing facilities spread across the country

Factories strongly committed to TQM culture, adhering to International & Indian

Standards and systems and following Good Manufacturing Practices (GMP)

Sophisticated ERP systems across the business

Well-developed R&D capabilities

Focus on innovation and development of novel consumer centric products and processes

Energized and experienced teams

Strong focus on enhancing skills and competencies across functions through training &

periodic

Young Executive Board comprising young managers formed as part of a Group initiative

to Devise strategies and identify new opportunities

Corporate Governance

Envisages attainment of the highest levels of transparency, accountability and equity in

all Facets of its operations and in all its interactions with its stakeholders including

shareholders, Employees, lenders and the Government.

Committed to achieve and maintain the highest standards of Corporate Governance.

Ensures that all its actions serve the underlying goal of enhancing overall stakeholder

value over a sustained period of time.

The Company continues to enjoy a corporate governance rating of CGR2+ (pronounced

as CGR two plus) and Stakeholder Value Creation Rating of SVG1.

(Source: - www.godrejindia.com)



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BUSINESS DRIVERS, SUSTAINERS, ENABLERS

Godrej Consumer Products is a well entrenched, focused and growth oriented FMCG

Company.

Key drivers:

Focus on completely understanding consumer requirements and behaviour and introduction

of innovative new products

Consistent focus on delivering Value for Money products

Consistently augmenting domestic marketing and sales reach and distribution

Globalization introducing new product ranges, new variants and exploring new

Geographies

Key sustainers:

Rich heritage and experience across identified segments

Competent and experienced management team backed by committed executives and

Workforce

Cutting edge manufacturing and operating infrastructure.

Well developed brands across both soap and personal care portfolios.

Key enablers:

Introduction of efficiency oriented measures like EVA to encourage a result oriented

Approach and reward correct decision-making.

Focus on brand building.

Cutting edge IT and systems infrastructure designed to optimize accounting,

Manufacturing, marketing and sales.

Robust technology base and established systems and processes to ensure consistency in

Quality.



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ORGNAIZATIONAL DEVELOPMENT

To grow in an increasingly competitive and dynamic environment, the Company places great

Importance on developing its human resources. Various initiatives are undertaken keeping in

mind Overall organizational development, with a strong emphasis on enhancing employee

productivity, Accountability and efficiency, while also allowing the Company to be more

market focused, Consumer-centric, cost conscious with deep consumer insights. As a

testimony of the Companys well Structured HR approach, GCPL was ranked as the 11th

Best Employer in India in the Outlook Business Hewitt Best Employers in India 2009 Study

and as one of the 25 Best Employers in Asia in the Wall Street Journal Asia Hewitt Best

Employers in Asia 2009 Study. GCPL was ranked 6th in the Best Companies to Work For inIndia Survey conducted by Business Today and Mercer TNS and was Ranked9th amongst

250 companies in India as the Great Place to Work conducted by The Great Place to Work

Institute in 2008. Some of the initiatives taken by the Company are given below.

GCPL has a Performance Linked Variable Remuneration approach in its compensation

policies, facilitating a transparent performance management system. This system, based upon

the Balanced Scorecard methodology, has a strong focus on EVA enhancement among the

Employees, creates a framework for performance evaluation and translates strategy into

Tangible objectives and measures.

Being part of the Godrej Group offers executives both cross-functional and cross industry

Experiences through stints with affiliate Group companies. This not only enables the

Development of new skill sets, but also facilitates knowledge sharing and promotes best

practices across the Company.

A stimulating work environment and well structured coaching programmes for all Executives

have also succeeded in improving GCPLs ability to attract and retain the best talent and

expertise.



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To tap the young talents of GCPL, the Company set up two strategic teams Blue and Red

teams which analyzed GCPLs strengths, weaknesses, opportunities and threats and then

presented a three-year strategic business plan to the Companys senior management team. A

Plum Team consisting of the senior management and the two teams selects the best options

and ideas for implementation. This activity is carried out once every two years.

Young Executive Board - an initiative intended to energize and motivate young decision

makers. This Board includes young managers from the Godrej Group and develops strategies

for the group.

Apart from several team-building activities through various methods such as outbound

workshops, training programmes, etc, GCPL also conducted the Advanced Management

Program for Managers, who have 5-10 years of professional experience. The program

involved an exposure to the basics in respect of all functional areas, followed by a

comprehensive curriculum, covering advanced management knowledge.

The Malanpur factory has the executed 5th long term settlement with workmen

representatives in a win-win manner. This agreement has resulted in improving noodles/soap

production &productivity, rationalizing labour, leveraging multi-skilling, job rotation and

flexibility and sustaining key performance indicators with respect to TQM/TPM initiatives.

GCPL has extended its HR practices to its overseas subsidiaries of Keyline (UK), Rap idol

(SA), Godrej Global Middle East, Dubai and Kinky (SA). The Company has also been able

to deploy human resources to these subsidiaries from GCPL, India thereby strengthening key

functions and providing global exposure to our Indian workforce. Notably, this year, the

company launched the new Godrej logo initiative, encouraging employee involvement across

all levels and locations during the launch. The Company conducted various initiatives to

enhance employee engagementaround the new brand such as the Bedhadak Bolo contest,

career counselling for the employees children and preventive health check-ups for all

employees. (Source: - www.godrej.com)



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The Godrej Dynasty



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CORPORATE INFORMATION

BOARD OF DIRECTORS

Chairman & Managing Director: Jamshyd N. Godrej

Executive Directors:

Phiroze D. Lam

Kyamas A. Palia

Vijay M. Crishna

Anil G. Verma

Non-executive Directors

Adi B. Godrej

Nadir B. Godrej

Kavas N. Petigara

Behram A. Hathikhanavala

Fali P. Sarkari

Pradip P. Shah

Anita Ramachandran

Registered & Corporate Office

Pirojshnagar,

Eastern express highway,

Vikhroli, Mumbai 400079.India

Phone; 022-25188010, 25188020, 25188030

Fax; 022-25188040

Website: http://www.godrej.com

Ahmedabad office:

Godrej & Boyce Mfg.Co.Ltd

APM Shopping Mall,

Shyamal Karnavati, 100Ft. Road.Satellite, Ahmedabad-380015.

http://www.godrej.com/http://www.godrej.com/


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Phone; 079-660606013

Fax; 079-66060700

Bankers

Central Bank of India,

Union Bank of India,

Citibank N.A.,

ICICI Bank Ltd.,

State Bank of Patiala,

Axis Bank Ltd.,

Export-Import Bank of India

Statutory Auditors

Kalyaniwalla & Mistry, Chartered Accountants.

Branches (Sales & Service) And Branded Retail Chain (Godrej Interio)

Mumbai, Ahmedabad, Bhopal, Dombivli, Indore, Jabalpur, Pune, Raipur, Thane

New Delhi, Chandigarh, Faridabad, Ghaziabad, Jaipur, Kanpur, Lucknow

Chennai, Bangalore, Coimbatore, Hyderabad, Kochi, Secunderabad, Trivandrum,

Visakhapatnam

Kolkata, Bhubaneswar, Guwahati, Ranchi, Patna

The Company Has A Network of Company-Operated Godrej Interio Retail Stores,

More Than 2,200 Wholesale Dealers, and More Than 18,000 Retail Outlets.

The Company Has Representative Offices In Colombo (Sri Lanka), The Netherlands,

Sharjah (Uae), Riyadh (Saudi Arabia) And Guangzhou (China-Prc).

Employees

10,700 (including 2,000 in Sales and Service)



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Time line

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

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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Mission & Vision :-

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.

Vision :-

GODREJ IS dedicated to DELIVER SUPERIOR STAKEHOLDER VALUE by

providing solutions to existing and emerging consumer needs in the Household &

Personal Care business.

We will achieve this through ENDURING TRUST & RELENTLESS INNOVATION

delivered with PASSION & ENTREPRENEURIAL SPIRIT.



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Social Responsibility

Godrej has a philanthropic arm that has built schools, dispensaries and a residential complex

for their employees. Trusts established by Godrej continue to invest in education, healthcare

and upliftment of the underprivileged.

Value:-

Commitment to Quality.

Customer Orientation.

Dedication & Commitment.

Discipline.

Honesty & Integrity.

Learning Organization.

Openness & Transparency.

Respect/Care & Concern for People.

Teamwork.

Trust.




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CORPORATE DETAILS

Adi Godrej is the current Chairman of the Godrej Group. Godrej & Boyce Mfg. Co. Ltd. is

headed by Mr. Jamshyd Godrej. The Group revenue was approximately US$ 2.3 billion in

financial year 08-09. Godrej Interio is the flagship company of the group.

The Godrej group can be broadly divided into two major holding companies, working

independently:

1.Godrej Industries Ltd.

2.Godrej & Boyce Mfg. Co. Ltd.

The Major Companies, subsidiaries and affiliates are

Chemical & Commodities

Godrej Industries

Chemicals

Veg Oils

FMCG

Godrej Consumer Products.

Keyline Brands UK.

Rapidol South Africa.

Godrej Global Mideast FZE.

Godrej SCA Hygiene Limited.

Godrej Hershey Foods & Beverages Limited.

Nutrients

Godrej Sara Lee.

http://en.wikipedia.org/wiki/Adi_Godrejhttp://en.wikipedia.org/w/index.php?title=Godrej_Industries_Ltd.&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Godrej_Industries_Ltd.&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Godrej_%26_Boyce_Mfg._Co._Ltd.&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Godrej_%26_Boyce_Mfg._Co._Ltd.&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Godrej_%26_Boyce_Mfg._Co._Ltd.&action=edit&redlink=1http://en.wikipedia.org/wiki/Adi_Godrejhttp://en.wikipedia.org/w/index.php?title=Godrej_Industries_Ltd.&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Godrej_%26_Boyce_Mfg._Co._Ltd.&action=edit&redlink=1


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AGRI

Godrej Agrovet.

Animal Feeds.

Goldmohur Foods and Feeds.

Golden Feed Products.

Higashimaru Feed Products

Oil Palm.

Agri Inputs.

Godrej Aadhaar.

Nature's Basket.

Integrated Poultry Business.

Plant Biotech.

Services

Godrej HiCare (Pest Management Services)

Godrej Global Solutions (ITES)

Godrej Properties.

Product & Division:-

The company has eight Business divisions that manufacture a wide range of products. They

are:

Industrial Products Consumer Products Services

Tooling Locks ConstructionMaterial Handling Equip Furniture & Interior Tech Services



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Process Equipment Storage Solutions Property development

Precision Engg. Systems Appliances Enviro-tech Services

Precision Components &Systems

Prima communicationSolutions

Electrical & Electronics

Security Equipments

Locks

Locking solutions for different security needs to ensure optimum safety.

Material Handling

Counter balance trucks, forklift trucks, tyre handlers, all terrain trucks, attachments andaccessories.

Precision Engineering

Critical custom-built precision engineering equipments for multiple applications.

Tooling

Die casting dies, press tools, special purpose machines and engineering services.

Vending

High quality table top beverage vending machines, services and beverages.

Precision Systems

http://www.godrej.com/godrej/vending/index.aspx?id=7http://www.godrejtoolings.com/http://godrejmhe.in/http://www.godrejlocks.com/


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Machining & fabrication, heat & surface treatment, assembly, testing & supply of complex.

Process Equipment

High pressure vessels, heat exchangers, columns, heavy walled reactors and other custombuilt.

Security Solutions

Safes, lockers, banking automation products, electronic security systems, premises security.

Storage Solutions

Warehousing solutions, automation and consulting.


http://www.godrejstoragesolutions.com/http://www.godrejped.com/http://www.godrej.com/godrej/PrecisionSystems/index.aspx?id=21


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ACHIVEMENTS

In 1897, Godrej introduced the first lock with lever technology in India.

In 1902, Godrej made the first Indian safe.

In 1920, Godrej made soap using vegetable oil, which was a huge hit with the

vegetarian community in India

In 1955, Godrej produced India's first indigenous typewriter

In 1989, Godrej became the first company to introduce PUF ( Polyurethane Foam)

Introduced India's first and only 100% CFC, HCFC, HFC free refrigerators.

Godrej Consumer Products Ltd. has been ranked 14th in The Best Companies to

Work For study.

Godrej Consumer Products Ranks 6th in ET-Hewitt Best Employers of India survey.

GCPL ranked 15th in Great Places to Work 2006 survey.

Godrej Consumer Products features in the Top 25 list of Great Places to Work

(survey conducted by Grow Talent in association with Business World) for four years in a

row.

The Return on Capital Employed and Return on Net Worth ratios of Godrej

Consumer Products - the highest in corporate India.



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AWARDS AND HONOURS

Godrej Appliances bags National Energy Conser vation Award - 2009 for its eco

friendly refrigerators

Godrej Refrigerators voted Consumer Super brand 2009-10

Godrej Refrigerators win more accolades

Godrej Appliances scores a Golden Hat- Trick

Godrej appliances win Mera Brand & Smart Living Award

Godrej Consumer Products Limited ranks 9th in the Great Place to Work Survey

for 2008. GCPL, the Highest Ranked Indian FMCG in Asia's Hot Growth Companies'

Listby Business Week.

Godrej Consumer Products Ltd. has been ranked 14th in The Best Companies to

Work For study. This study was jointly conducted by Business Today, Mercer and

Taylor Nelson Sofres (TNS).

Godrej Consumer Products Ranks 6th in ET-Hewitt Best Employers of India

survey.

GCPL ranked 15th in Great Places to Work 2006 survey.

The Corporate Citizen of the Year Award given by Economic Times.

Flagship brands Good knight, Cinthol and Ezee selected Super brandsby the Super

brands Council.

Godrej Sara Lee, the JV between the Godrej Group and Sara lee Corporation, USA is

acknowledged the World's largest mat manufacturers and South Asia's largest

manufacturers of Coils.

Godrej Consumer Products Limited, adjudged as a Business Super brand by the

Super Brands Council.

The Return on Capital Employed and Return on Net Worth ratios of Godrej

Consumer Products - the highest in corporate India.



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Godrej Consumer Products was awarded the "Best Managed Workforce" award

given by Hewitt Associates and CNBC TV18.

Godrej Consumer Products features in the Top 25 list of Great Places to Work

(survey conducted by Grow Talent in association with Business World) for fouryears in arow.

Lifetime Achievement Award for Godrej Industries from CHEMEXCIL, the Basic

Chemicals Pharmaceuticals and Cosmetics Exports Promotion Council.

2006

Lalji Mehrotra Foundation Award for Excellence, conferred by National Society for

Equal Opportunities for the Handicapped.

Great Son of India Award given to Sohrab Godrej by National Convention for

Protection of India's Resources and Environment.

2005 BNHS Green Governance Award for the Category - Conservation &

Restoration of Habitat, awarded to Godrej & Boyce Mfg. Co. Ltd

2003 Economic Times Corporate Excellence Award for Corporate Citizenship

1994Nisarga Mitra Award from Rotary Club of Bombay, Vikhroli for Environmental

Conservation

1991 Indira Gandhi Paryavaran Puraskar awarded to Sohrabji Godrej.

1989 Institution of Economic Studies Lok Shree Award for Social Commitment

towards the society.

Sales (including excise duty)

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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BUSINESS PROFILE

Updated- October

2009

No. Major Companies, Lines of Business and AnnualSales (including Excise Duty)For the Fiscal Year ended December 31, 2008 / March 31, 2009

Rs. million US$ million

Rs. 47000

1 GODREJ & BOYCE MFG. CO. LTD.Major Subsidiaries Of Godrej & Boyce Mfg. Co. Ltd.(Figures In Brackets Indicate The Companys Interest)

42982 914.5

2 GODREJ INDUSTRIES LTD. (59%)(Listed on the Stock Exchange)Industrial Chemicals: Fatty Alcohol, Fatty Acids, Glycerine and SurfactantsOthers: Estate Management, Finance & Investments, and Edible Oils

8735 185.8

3 GODREJ INFOTECH LTD. (52%)Infotech Services, ERP Practice and Software Development

833 8.3

4 GODREJ (MALAYSIA) SDN. BHD., Malaysia (83%)Steel Furniture and Equipment

99 2.1

5 GODREJ (SINGAPORE) PTE. LTD., Singapore (59%)Steel Furniture and Equipment

147 3.1

6 MAJOR SUBSIDIARIES OF GODREJ INDUSTRIES

LTD. GODREJ AGROVET LTD.(75% held by Godrej IndustriesLtd.)Animal Feeds, Agri-Inputs, Oil Palm, Processed Poultry Products and Rural

Retailing

12835 273.1

7 GODREJ PROPERTIES LTD.(80% held by Godrej Industries Ltd.)Real Estate and Property Development

1259 26.8

8 GODREJ INTERNATIONAL LTD., Isle of Man(100% heldby Godrej Industries Ltd.)International Trading

5429 115.9

9 MAJOR AFFILIATES (Figures in brackets indicate the extent of

Combined Holding) GODREJ CONSUMER PRODUCTLTD.

(59%) and its subsidiaries.Personal and Household Care Products

14352 305.4

10 GODREJ SARA LEE LTD. (49%) and its subsidiaries(A Joint Venture with Sara Lee Corp., USA)Household Insecticides

8045 172.2

11 GEOMETRIC LTD. (29%) and its subsidiaries 5981 127.2

12 GODREJ TYSON FOODS LTD. (49%)(A Joint Venture with Tyson Foods, Inc., USA) Processed Meat 1575 33.5



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13 GODREJ HERSHEY LTD. (43%) (A Joint Venture with TheHershey Co., USA)Packet Tea, Vanaspati/Refined Oils and Fruit Drinks

2424 51.6

14 NUTRINE CONFECTIONERY CO. LTD.(100% held byGodrej Hershey Ltd.) Sugar Confectionery

1763 37.5

15 GODREJ EFACEC AUTOMATION & ROBOTICS

LTD. (50%) (A Joint Venture with Efacec Automacao e Robotica S.A.,Portugal)Automated Storage and Retrieval Systems, and Automated Warehousing

138 2.9

16 MERCURY MFG. CO. LTD., SEZ, Chennai (50%)Steel Furniture and Office Equipment

250 5.3

17 GODREJ & KHIMJI (MIDDLE EAST) LLC., Oman

(49%) Steel Furniture and Office Equipment

208 4.4

18 GODREJ (VIETNAM) CO. LTD., Vietnam (100%) 214 4.6

TOTAL 106871 2273.9

CHAPTER- 2



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COMPANY PROFILE

Started in 1897 as a lock manufacturing company, the Godrej Group is today one of the most

accomplished and diversified business houses in India. Godrej's success has been driven by

the company's commitment to delivering innovation and excellence. Through the consistent

application of this commitment and a century of ethical business conduct, Godrej has earned

an unparalleled reputation for trust and reliability.

The beginning of the Godrej Group can be traced to India's freedom struggle. Its founder,

Ardershir Godrej, a lawyer by profession and a staunch nationalist, believed that India could

attain freedom only by being self-reliant. In doing so, India would overcome economic

degradation.

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 holdingcompany

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.

The Godrej Name displaced well established foreign brands from the Indian market. The

name 'Godrej' engraved into the shiny metal of the Godrej Locks came to be known as a

symbol of self reliance, trust-worthiness, assertiveness and progressiveness for a new

generation of Indians.



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Godrej & Boyce Mfg. Co. Ltd. Appliance Division is in the business of manufacturing

and/ or marketing Refrigerators, Washing Machines, Air Conditioners, DVD Players and

Microwave Ovens.

Godrej began manufacturing of refrigerators in 1958. From creating a revolution with PUF

(Polyurethane Foam) in 1989 to, colour doors and vinyl draping, 100% CFC free

Refrigerators, to Godrej Pentacool five side cooling in 2001 and Pentafresh Technology in

2004 and now EON range of Frost Free Refrigerators with seven wonders including

revolutionary Cool Shower Technology, we have been at the forefront of product innovation.

Godrej started manufacturing Washing Machines in 1996. We have a complete range of Hi

Tech Semi Automatic, Fully Automatic and Front Loading Washing Machines. Our

manufacturing facilities are located in Shirwal (near Pune) & Mohali (near Chandigarh).

In the AC category we have over 15 models straddling Split and Window segments.

Equipped with Blue Fin and I-TREC technology, Godrej A.C offer best in class cooling and

efficiency.

We have recently stepped into the Microwave Oven category and in a short span of time

garnered a good market presence, through our range of models across solo, grill and

convection segments.

DVD players mark our foray into the Consumer Electronics segment. With a portfolio of 4

unique models which club great aesthetics and big sound, and plans of more models we are

geared to making our presence felt here as well.

In addition to the above products, we also have the Godrej Smart care Service brand to

provide excellent 'After Sales Service'. With 370 service canters spread over the country,

consumers continue to rate Godrej after Sales Service the best in the industry.

Apart from catering to the domestic consumers, Godrej is also a key OEM supplier in India.

After the success achieved in the domestic market, Godrej is also looking at Exports in a big

way and has launched its Refrigerators and Washing Machines in Sri Lanka. We also export



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our products to Singapore, Afghanistan, the Middle East, Egypt, Kenya, Rwanda, Bahrain

and Oman.

Consumer electronics milestones:-

1958 -1st Indian Company to manufacture Refrigerators.

1987 - Pioneered PUF (Polyurethane Foam) Technology in India.

1989 - First company to introduce PUF (Polyurethane Foam)

1989 - Introduces India's first and only 100% CFC, HCFC, HFC free refrigerators

1989 - First company to sell 10 million appliances

1994 - 1st Company in India to sell 10 million appliances.

1995 - Obtains ISO 9001 Certification

1996 - Launches Washing Machines by commissioning a new manufacturing set-up at

Shirwal - State-of-art Manufacturing Plant starts operation at Mohali.

1997 - Launches Air Conditioners - Obtains ISO 14001 certification.

2000 - First Durable Company in India to launch Branded Customer Service -

SMARTCARE

2001 - Launches Pentacool Refrigerators with Revolutionary Five Sides Cooling.

2002 - 1st and only Company in India to make its Entire Refrigerator Range Green (100%

CFC, HCFC & HFC free).

2004 - Godrej Refrigerator awarded the Super Brand Status. Declared No. 1 in

Business world Consumer Delight Survey.

2005 - Launches Microwave Ovens and DVD players. Declared the Most Preferred Brand

in CNBC Awaaz Consumer Awards.

2006 - Launches Eon Refrigerators with Cool Shower Technology that are adjudged the



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Best Design in Consumer Durables Category at Business world NID Design Awards.

- 1st Company in India to introduce Steam Microwave Oven.

- Declared the Most Trusted Refrigerator Brand in India by Readers Digest.

2007 - Godrej Refrigerators win Trusted Brand Gold award for the second consecutive

year from Readers Digest consumer survey.

- Godrej Refrigerators adjudged Most Preferred Brand award for the third

Consecutive year as per the CNBC Consumer Awaaz Surve.

(Source: www.godrejappliances.com)

Division of GODREJ & Boyce Mfg.Co.Ltd



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Appliances Product :-

Refrigerators

Direct cool


GODEREJ

& Boyce

Mfg.Co.Ltd

Security

Equipment

divisionAppliance

Furnitures

Goods

Home

Appliance

Material

HandlingEquipment

Refrigerator MicrowaveWashingMachine

A.C


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Cold Gold Deluxe

Pantacool v2/v5

Pantacool

Axis

No.1

GDC 1105

Edge

Neo

Frost free

EON

Pantacool

Air-Conditioners

Spilt AC

Mirror Star Series

Silver Line Series

Pearl Series

Ivory Series

Lunar series

Champagne series

Window AC

Glacia Series

Helix Series

Washing Machines

Fully Automatic

Front Loading



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Top Loading

Semi Automatic

Microwave Ovens

Steam

Convection

Grill/combination

Solo

(Source: www.godrejappliances.com)



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On completion of his 50 years, Godrej celebrating his programme jubilee of smiles. With

offering new schemes and prizes on every purchase by customer.

Godrej Smart Care :-

Godrej gives his consumers a better living. By Offering Him, His new smart care service, in

this service Godrej gives the additional warranty to their customers for a fix period and the

money taken against it is called insurance premium by using it any customer can call in the

company for any little fault.

In Godrej Appliances, Consumer Service is not a job. It is our opportunity for bonding with

the consumer. Over the years we at Godrej have nurtured and invested in Consumer Service.

The expanding family of satisfied Godrej consumers who have been using our appliances are

testimony to the fact that today they acknowledge it as a part of our Brand DNA.

From offering Godrej Service only in the 18 towns where the company's branches exist, we

have begun the aggressive transition to making it more accessible. The Godrej Brand ofConsumer Appliance Service has been christened to "SmartCare" to signify this objective of

reaching you - with Service for a better living.

"SmartCare" steps in with a desire to provide answers to customers' Appliance Service

needs.

When your domestic appliance like refrigerator, washing machine or air-conditioner fails to

work, it is always necessary to spend some time in deciding whom to call for service. You

have known through the newspapers and various other media that many times service

technicians rip-off customers. The best way to overcome such situation is to become a

knowledgeable customer.

Price need not be the only consideration while requesting service. Our website will tell you

what options are available to try to help you decide what route should be taken.



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Our extensive Smart Tips section may help you avoid expensive repairs or even the need for

service entirely. In order to save your monthly electricity bill, we have provided Energy

Saving Tips that are easy to practice.

We believe in customer relations and with the same belief, the Service Products section can

help you in knowing details ofservice contracts and accessories we have forcustomers like

you. The terms and conditions of the warranty and optional service contracts are listed

underService Support section. If you have simply forgotten how tooperate your appliance

and you've misplaced the instructions, ourUse & Care Guidepartwill help in pointing you

to resources to order.

To enable you to know more on current events of our service you may refer to the section

titled Service News where you will gather information on the necessity of change in

refrigeration technology, service training programs etc. Also frequently asked questions are

answered in the FAQpart.

If you are the hands-on type and want to attempt to repair your appliance yourself, the

Problem Solver section is the best resource you could look for. Along with the Smart Tips

section, you should be well on your way to repairing your domestic appliance yourself.

However for any reason you need our assistance please refer to Contact us section.

For those desiring to purchase new appliances, Helpful Shopping Guide will be linked that

is useful. The On-line Service Request enables our customers to register a service call, in

case of any problem, guidance-required etc. Finally, you will be able to send us your

feedback on our service through On-line Surveypart of the website.

(Source: www.Godrejsmart.com)

COMPETITORS



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INTRODUCTION:-

From its inception as a small export business in Taegu, Korea, Samsung has grown to

become one of the worlds leading electronics companies ,specializing in digital appliances

and media ,semiconductors ,memory, and systems integration ,today Samsung s innovative

and top quality products and processes are world recognized .this time line captures the

major milestones in Samsung s history , showing how the company expanded its product

lines and reach ,grew its revenue and market share ,and has followed its mission of making

life better for consumers around the world .

On March 1, 1938, founding chairman Byung-Chull Lee started a business in Taegu,

Korea, with 30,000 won.

At the start, his business focused primarily on trade export, selling dried Korean fish,

vegetables, and fruit to Manchuria and Beijing. In little more than a decade, Samsung which

means "three stars" in Korean would have its own flour mills and confectionery machines, its

own manufacturing and sales operations, and ultimately evolve to become the modern global

corporation that still bears the same name today.

1970. Black and white TV (model: p-3202) production started by Samsung-Sanyo.

1974: Began washing machine and refrigerator production Samsung India strengthens its

Fully Automatic Washing Machine range.

1976. 1 millionth black-and-white TV produced

Latest Archives of Samsung

SAMSUNG launches the largest 5 Star rated refrigerator range, 'Freshtech Ultima' inthe Indian market

SAMSUNG launches its 2009 range of bio sleeplus air conditioners

VISION :-



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Samsung is guided by a singular vision: to lead the digital convergence movement.

Samsung believe that through technology innovation today, we will find the solutions we

need to address the challenges of tomorrow. From technology comes opportunity for

businesses to grow, for citizens in emerging markets to prosper by tapping into the digital

economy, and for people to invent new possibilities.

Its our aim to develop innovative technologies and efficient processes that create new

markets, enrich peoples lives and continue to make Samsung a trusted market leader.

MISSION :- To create technology products and services that leads the industry.

To put into place more efficient management and production processes.

To maintain the steadfast focus on strengthening our organization, on continuing to

be a global technology leader and trusted, responsible company.

(Source: www.sumsung.com)



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INTRODUCTION:-

Birth and establishment of a new era for electronics industries

LG Group founder In Hwoi, Koo set LG history in motion with the establishment of the Lak

Hui Chemical Industrial Corp. in 1947. During those formative years, the companyemphasized the principle of creating harmony among people. The employees believed that

mutual trust and responsibility were crucial to accomplishing business objectives.

In 1952, Lak Hui (currently LG Chem.) became the first Korean company to enter the

plastics industry. As the company expanded its plastics business, it established Gold star Co.,

Ltd., (currently LG Electronics Inc.) in 1958. In 1959, Gold star produced Korea's first radio,

opening a new era for the nation's electronics industry. In the early 1950s, LG had already

established the foundation for its two major sectors-the chemical and electronics businesses-

thereby leading the development of Korea's industries.

Korea vigorously implemented economic development plans and gradually consolidated the

groundwork for its growth, emerging as a developing nation. Accordingly, LG gradually

expanded its chemical and electronics businesses, which created the foundation for a big

business group.

During this decade, Gold star Co., Ltd., produced Korea's first electronic products such as

electric fans in 1960, refrigerators in 1964, black and white televisions in 1966, air

conditioners in 1968, and washing machines and elevators in 1969. Gold star soon became

Korea's leading company in the chemical, energy, and electronics industries.



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1996:LG Established in India

A Giant leap toward the future :-

LG has adopted new visions for the 21st century. Its new visions are to develop a corporation

where employees reach their full potential, shareholders maximize their value, and

consumers are satisfied and touched emotionally.

On March 1, 2003, LG launched its comprehensive holding company LG Corp. LG became

the first major Korean corporation to introduce a holding company structure with advanced

corporate governance. By converting its structure into the holding company system, where

investment and business divisions are separated, LG committed itself to overcoming chronic

problems that most of Korea's large companies had in governance, especially in circulatoryinvestments between subsidiaries.

LG is now striving to fulfil its goal of becoming a first-class corporation by embracing

"Jeong-Do" Management and continuous innovation

(Source: www.L.G.com )

http://www.l.g.com/http://www.l.g.com/


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INTRODUCTION :-

Whirlpool Corporation today is the world's leading manufacturer and marketer of major

home appliances. Whirlpool realizes annual sales of approximately $19 billion, has 70,000

employees and maintains 69 manufacturing and technology research canters around the

world. We market Whirlpool, Maytag, Kitchen Aid, Jenn-Air, Amana, Brastemp, Consul,

Bauknecht and other major brand names to consumers in nearly every country around the

world.

Our beginnings, though, were much more humble, based on a business failure and the vision

of one family. In 1908, Lou Upton invested his savings in a venture to manufacture

household equipment. When that company failed to materialize, Upton was offered the

opportunity to select something of value from the failed venture as a return on his

investment. He chose the patents on a hand washing machine that he thought might be

electrified.

Lou Upton brought the patents and his innovative vision home to St. Joseph, Michigan. In

1911, Lou joined his uncle Emory and brother Fred to produce motor-driven wringer washers

as the Upton Machine Company.

Whirlpool Corporation is a leader of the $100 billion global home appliance industry. Our

appliances are marketed in nearly every country around the world.

Whirlpool manufactures appliances across all major categories, including fabric care,

cooking, refrigeration, dishwashers, countertop appliances, garage organization and water

filtration.



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Leading Brands :-

Whirlpool markets some of the worlds most recognized appliance brands, including

Whirlpool, Maytag, Kitchen Aid, Jenn-Air, Amana, Bauknecht, Brastemp and Consul. TheWhirlpool brand is the world's No. 1 global appliance brand and ranks among the world's

most valuable brands identified by Brand Finance, the worlds leading independent brand

valuation and marketing metrics consultancy.

Whirlpools Vision :-

Every Home Everywhere with Pride, Passion and Performance

Vision reinforces that every home is our domain, every customer and customer activity our

opportunity. This vision fuels the passion that we have for our customers, pushing us to

provide innovative solutions to uniquely meet their needs.

Pride... in our work and each other

Passion... for creating unmatched customer loyalty for our brands

Performance... that excites and rewards global investors with superior returns we

bring this vision to life through the power of our unique global enterprise and our

outstanding people... working together... everywhere.

Whirlpools Values :-

Values are constant and define the way that all Whirlpool Corporation employees are

expected to behave and conduct business everywhere in the world.

Respect: - We must trust one another as individuals and value the capabilities and

contributions of each person.

Teamwork: - We must recognize that pride results in working together to unleash

everyones potential, achieving exceptional results.

Spirit of Winning: - We must promote a Whirlpool culture that enables individuals

and teams to reach and take pride in extraordinary results and further inspire the "Spirit of

Winning" in all on us.

(Source: www.whirlpool.com)



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In Indian Television History Godrej is the first Home Appliances Company which is

Produce a Game show. Godrej Khelo Jeeto Jiyo (KJJ/ Program) is a television show

sponsored jointly by Godrej Industries Limited and Godrej & Boyce Manufacturing

Company Limited, hereinafter referred jointly as Sponsor and produced by Synergy

Adlabs Media Limited (Producer). The Program is a game-show involving teams, with

two members each, competing in a series of activities as given below to win prizes. And

the prize is a Godrej Brighter Home.

(Source: www.godrejcp.com )

http://www.godrejcp.com/http://www.godrejcp.com/


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CHAPTER- 3



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Objectives of the study :-

To know the competition level and the competitive advantage of Godrej with the other home

appliances product provider companies in AHMEDABAD CITY. This study is based on the

selected areas market demand and market share of Godrej appliances. For knowing the

competition level and the advantage the objective is divided in two different segments. These

are as follows.

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

competitors.

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.

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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Scope of Study :-

Today the FMCG Industry is undergoing a revolution. Many types of branded companies are

entering into this field. This has given rise to the opening of the competitive HOMEAPPLIENCES service stations like LG, SAMSUNG, WHIRLPOOL, ONIDA, and

VEDIOCON to offer the requisite services to the HOME APPLIENCES users.

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.

Limitations of the Study :-

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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DATA COLLECTION

SOURCES OF DATA :-

PRIMARY DATA :-

Primary data refers to data that is collected afresh and recorded for the first time. Primary

data are those data i.e. collected by the researcher himself. It thus happens to be original in

nature. The various methods of collecting primary data are performing surveys, census,

through observation or through correct communication with respondents. But basic manner

of primary data collection is survey method. The primary data for the study was collected

through questionnaire and informally.The primary data is collected from a questionnaire which is having 15 questions. Every

question is having its own value and it provides various aspects of this report. For collecting

the data we go through the customers situated in Ahmadabad city area.

SECONDARY DATA :-

Secondary data refers to that which has already been collected by someone else.

Secondary data for the study was collected from:-

Published literature

Company published data and broachers

Internet

Commercial service

Books



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Methodology:-

The success of the analysis mostly depends on the methodology on which it is carried out.

The appropriate methodology will improve the validity of the findings.

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.

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 Areas in Ahmedabad were taken as thesample universe.



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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.

Research period:-

The time for the project was limited to 45 days only, from this, 20 days was spent for the

collection of data.

Design of the study:-

The chapter briefly describes the design of the study to explain the objectives, scope of the

study, methodology, sampling, field work and finally the limitations of the study.

Statement of Problem :-

Today is the world of inventions and innovations and that lies in a customer who is dynamicand his beliefs, attitude and his satisfaction level. It is needless to affirm that marketing is a

new way of thinking about how companies and other organization can develop beneficial

change with target customer who is always inclined in seeking to satisfy some needs and

wants. Hence the problem is how we can find more customers for what services we provide,

how the company can live up to their expectations and understand the different aspects of

customers views.



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RESEARCH DESIGN :-

Meaning of the Research Design:-

Research design is the arrangement of conditions and analysis of data in a manner that aims

to combine relevance to the research purpose with economy in procedure. In other words it is

a logical and systematic plan prepared for directing a research study. It specifies the

objectives of the study, the methodology and the techniques to be adopted for achieving the

objectives.

Exploratory:-

Exploratory research is used when one is not conversant with the problem environment such

type of investigation is mainly concerned in determining the general nature of the problem

and variables related to it.

Research methodology is a way to systematically solve the research problem. It may be

understood as a science of studying how research is done scientifically. Exploratory research

is done through surveys to find the various aspects of customer satisfaction like margin,

service charges, service delivery, etc. Questionnaire is prepared to collect the primary data.

Comparative research:-

Comparative research, simply put, is the act of comparing two or more things with a viewto

discovering something about one or all of the things being compared. This technique isoften

utilizes multiple disciplines in one study.

When it comes to method, the majority agreement is that there is no methodology peculiar to

comparative research. The multidisciplinary approach is good for the flexibility it offers, yet



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comparative programs do have a case to answer against the call that their research lacks a

seamless whole

There are certainly methods far more common than others in comparative studies, however.

Quantitative analysis is much more frequently perused than qualitative, and this is seen in the

majority of comparative studies can be use quantitative data.

The general method of comparing things is the same for comparative research as it is in our

everyday practice of comparisons. Like cases are treated alike, and cases are treated

differently; the extent of difference determines how differently cases are treated. The point

here is that if one is able to sufficiently distinguish two cases, comparative research

conclusions will not be very helpful.

Secondary analysis of quantitative data is relatively widespread in comparative research,

undoubtedly in part because of the cost of obtaining primary data for such large things as a

countrys policy environment. A typical method of comparing welfare state is to take balance

their levels of spending on social welfare.

In line with how a lot of theorizing has gone in the last century, comparative research does

not tend to investigate grand theories such as Marxism. It instead occupies itself with

middle-range theories theories that do not purport to describe our social system in its

entirely, but a subset of it. A good example of this is the common research programs that

looks for differences between two or more social systems, then look at these differences in

relation to some other variable coexisting in those societies to see if it is related. The classic

case of this is Espying-Andersons research on social welfare systems, and compared them

based on their levels of deco modification of social welfare goods. He found that he was able

to class welfare states in four types, based on their deco modification. She further theorized

from this that deco modification was based on a combination of class collisions and

mobilization, and regime legacy. Here Espying- Anderson is using comparative research: he

takes many western countries and compared their level of deco modification, then develops a

theory of the divergence based on his findings.



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Comparative research is a methodology in the social sciences that aims to make comparisons

across different countries and cultures. A major problem in comparative research is that the

data sets in different countries may not use the same categories, or define categories

differently.

Customer satisfaction:-

It is a business term, is a measure of how products and services supplied by a company meet

or surpass customer expectation. It is seen as a key performance indicator within business

and is part of the four perspectives of a balanced score.

In a competitive marketplace where businesses compete for customers, customer satisfaction

is seen as a key differentiator and increasingly has become a key element of business

strategy.

There is a substantial body of empirical literature that establishes the benefits of customer

satisfaction for firms.

Measuring customer satisfaction:-

Organizations are increasingly interested in retaining existing customers while targeting non-

customers measuring customer satisfaction provides an indication of how successful the

organization is at providing products and/or services to the marketplace.

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of

the state of satisfaction will vary from person to person and product/service to

product/service. The state of satisfaction depends on a number of both psychological and

physical variables which correlate with satisfaction behaviours such as return and

recommend rate. The level of satisfaction can also vary depending on other options the

customer may have and other products against which the customer can compare the

organization's products.

Because satisfaction is basically a psychological state, care should be taken in the effort of

quantitative measurement, although a large quantity of research in this area has recently been



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developed. Work done by Berry (Bart Allen) and Brodeur between 1990 and 1998 defined

ten 'Quality Values' which influence satisfaction behaviour, further expanded by Berry in

2002 and known as the ten domains of satisfaction. These ten domains of satisfaction

include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-

departmental Teamwork, Front line Service Behaviours, Commitment to the Customer and

Innovation. These factors are emphasized for continuous improvement and organizational

change measurement and are most often utilized to develop the architecture for satisfaction

measurement as an integrated model. Work done by Parasuraman, Zeithaml and Berry

(Leonard L) between 1985 and 1988 provides the basis for the measurement of customer

satisfaction with a service by using the gap between the customer's expectation of

performance and their perceived experience of performance.

This provides the measurer with a satisfaction "gap" which is objective and quantitative in

nature. Work done by Cronin and Taylor propose the "confirmation/disconfirmation" theory

of combining the "gap" described by Parasuraman, Zeithaml and Berry as two different

measures (perception and expectation of performance) into a single measurement of

performance according to expectation. According to Garbrand, customer satisfaction equals

perception of performance divided by expectation of performance.

The usual measures of customer satisfaction involve a survey with a set of statements using a

Liker Technique or scale. The customer is asked to evaluate each statement and in term of

their perception and expectation of performance of the organization being measured.

Customer Perception:-

Customer perceptions are what indicate whether you have achieved satisfaction or not. In

other words, they represent stepping stones along a continuum. Perceptions accumulate over

time and gradually equate to either satisfaction or dissatisfaction. You job is to understand

and act on these perceptions so the final result is customer satisfaction.

The word perception was used in ISO 9001, in my opinion, to highlight just how subjective

this quality is. Perceptions can comprise just about anything: fact, fiction, and fantasy,

whatever. If customers believe their perceptions, though, the perceptions have the weight of



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fact. That is why it is so important to reach out to customers and specifically ask them what

they think. By their very nature, you probably wont agree with all the perceptions. A

perception equals fact in the mind of the customer, though. You must act on these

perceptions and let the customer know what youve done.

It sounds like your salesmans trip report could be a very effective tool for capturing

perceptions. After all, hes on-site with the customer and probably can solicit candid

responses. Here are a few of questions related to these trip reports.

1) Where did the issues on the trip report come from? Are they the result of understanding

what the customers really value, or are they just a guess at what the customers value?

2) Does the salesman ask for open-ended feedback, as well as scaled responses? Open ended

feedback typically generates the most valuable information, despite the fact it doesnt

produce much hard data.

3) Does the salesman carry a digital camera with him for taking pictures of problems or

concerns? He should. This is a great opportunity for grabbing peoples attention back at the

plant, and a picture will certainly do it.



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Consumer Behaviour:-

I consumer business context referred to as the study of when, why, how, where and what

people do or do not buy products. It blends elements from psychology, sociology, social,

anthropology and economics. It attempts to understand the buyer decision making process,

both individually and in groups. It studies characteristics of individual consumers such as

demographics and behavioural variables in an attempt to understand people's wants. It also

tries to assess influences on the consumer from groups such as family, friends, reference

groups, and society in general. Customer behaviour study is based on consumer buying

behaviour, with the customer playing the three distinct roles of user, payer and buyer.

Relationship marketing is an influential asset for customer behaviour analysis as it has a keen

interest in the re-discovery of the true meaning of marketing through the reaffirmation of the

importance of the customer or buyer. A greater importance is also placed on consumer

retention, customer relationship management, personalization, customization and one-to-one

marketing. Social functions can be categorized into social choice and welfare functions. Each

method for vote counting is assumed as a social function but if Arrows possibility theorem

is used for a social function, social welfare function is achieved. Some specifications of the

social functions are decisiveness, neutrality, anonymity, monotonocity, unanimity,

homogeneity and weak and strong Paretooptimality. No social choice function meets these

requirements in an ordinal scale simultaneously. The most important characteristic of a social

function is identification of the interactive effect of alternatives and creating a logical relation

with the ranks. Marketing provides services in order to satisfy customers. With that in mind,

the productive system is considered from its beginning at the production level, to the end of

the cycle, the consumer (Kioumarsi et al., 2009).



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Sample Design:-

Sampling may be defined as the selection of some part of an aggregate or totality, on the

basis of which judgment about the aggregate or totality is made. In other words, it is the

process of obtaining information about an entire population by only examining only a part of

it. For the purpose of this study 200 samples i.e. Dealers in Areas surveyed to collect theprimary data. The convenient sampling is used to select the representative sampling from the

population, because researcher does not have subscriber who are easily accessible.

Definition of the population:-

Out of the sample collected the breakup of the sample size was on the following parameters.

This sample is collected from the various Areas in Ahmadabad. The list of Area was

provided by our company to collect the data.

The respondents were taken from all the kinds of size i.e. high, lower and middle sizes.

The respondents have been chosen on random basis.

Also the opinion of dealers had been taken.

The sample size consists of 200 respondents.

Sample size:-

A total number of 200 respondents were included in the study.

Sample Procedure:-



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The sampling design, I have chosen to decide the sample for study is based on convenient

sampling.

CHAPTER- 4



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DATA ANALYSIS AND INTERPRETATION

Introduction to Analysis:-

After tabulating, the data must be analyzed, researcher often use statistical interpretation

which concentrates on what is average or what deviates from an average. Statistical

interpretation, shows how widely the response vary and how they are distributed in relation

to the variable, being measured, statistical market rely on estimates of expected errors or

deviation from the two values of population. The analysis and interpretation of data may lead

the researcher to accept or reject the hypothesis being selected.

Data Analysis Tools Used:-

The process of arranging data into groups or classes according to resemblance and

similarities is technically called classification. Classification is the process of arranging the

data into sequences and groups according to their common characteristics or separating them

into different related parts.

Data interpretation will be done through statistical tools like:-

Bar graphs

Column chart

Pie charts

Line charts

Hypothesis testing



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In the hypothesis testing, we use two kinds of hypothesis first the null hypothesis and

the other one is the alternative hypothesis.

Null Hypothesis (Ho):-

It is the statement that says that there exists no difference between the parameter (a measure

taken by a census of the population and prior measurement of a sample of the population)

and the statistic being compared to it (a measure from a recently drawn sample of the

population)

Alternative Hypothesis (Ha):-

It is the statement that says that there exists a difference between the parameter (a measure

taken by a census of the population and prior measurement of a sample of the population)and the statistic being compared to it (a measure from a recently drawn sample of the

population). An alternative hypothesis is the logical opposite of the null hypothesis.

Formulation of Hypothesis:-

The more satisfied the customers are with the speed of data transmission, the higher is

the customer satisfaction.

The more satisfied the customers are with after sales service, the higher is the overall

satisfaction.

The process of getting the problem solved will increases the customer loyalty and

satisfaction.



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The higher is the overall satisfaction, the higher is the intention of additional

purchase. (Up gradation or new purchase).

The higher is the overall satisfaction, the higher is the intention of recommendation.

ANALYSIS AND INTERPRETATION

TABLE: 1>Table Showing how many family use the home appliance in the Ahmadabad.

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%

NOTE: - R- Refrigerator, W- Washing machine, M- Microwave, A.C Air - condition

CHART 1

32%

22%18%

10%

2%

10%3% 3%

R - W -M -A

R

R -W

R - A.C

R -M

R -W -A.C

R -W -M

R -M- A.C



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Interpretation: The above pie chart shows the number of percentage of uses the home

appliance in Ahmedabad city (surveyed area). We have the 200 Questionnaires by that we

find that there are 65 people use all products. 45 people use only Refrigerator, 35 people use

R-W, 20 for R-A.C, 3 for R-M, 20 for R-W-A.C, 6 for R- W-M, 6 for R-M-A.C. On the

basis of that we can say that the 32% people use all product, 22% for Refrigerator, 18% for

R-W, 10% for R-A.C and R-W-A.C, 2%for R-M, 3% for R-W-M and R-W-A.C.

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

L.G SUMSUNG GODREJ WHIRLPOOL VIDEOCON OTHERS

64 65 25 24 10 12

CHART 2

32%

32%

13%

12%

5% 6%L.G

SUMSUNG

GODREJ

WHIRPOOL

VIDEOCON

OTHERS( Eletronices. Akal, kelvinator )

Interpretation: The above pie chart shows the number of percentage which company

product customer more like in Ahmedabad city (surveyed area). We have the 200

Questionnaires by that we find that the customer are more like LG and Samsung (32%), for

Godrej (13%) , for whirlpool (12%), for Videocon (5%) and for others (6%).



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TABLE: 3> Table showing the satisfaction level of uses the other company

products.

CHART 3

25

50

110

10 50

20

40

60

80

100

120

ext.

satisfied

very

satisfied

satisfied dissatisfied ext.

dissatisfied

Satisfaction level

Interpretation: The above table and chart shows that the number of percentage is moresatisfied with current use of home appliance in Ahmedabad city (surveyed area). We have the

200 Questionnaires by that we find that the customers are more satisfied with current use

product. 55% satisfied, 25% very satisfied, 12.5% extremely satisfied, 5% unsatisfied, 2.5%

extremely unsatisfied.


Ext. satisfied Very satisfied Satisfied Dissatisfied Ext. dissatisfied

25 50 110 10 5

12.5% 25% 55% 5% 2.5%


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TABLE: 4> Table show the knowing level of Godrej produces.

Refrigerator Washing Machine Microwave A.C

190 130 80 110

CHART 4

190

130

90

110

0

20

40

60

80

100

120

140

160

180

200

KNOWING LEVEL

Refrigerator

Washing machine

Microwave

A.C

Interpretation: The above table and chart shows that the number of Responded knows the

Godrej home appliance in Ahmedabad city (surveyed area). We have the 200 Questionnaires

by that we find that 190 customers know the Refrigerator, 130 know Washing machine, 90

know Microwave, and 110 know A.C.



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TABLE: 5>Table show How many families use the Godrej products.

CHART- 5

45%

55%

YES

NO

Interpretation: The above pie chart shows the number of percentage use the Godrej Home

Appliance in Ahmedabad city (surveyed area). We have the 200 Questionnaires by that we

find that 90 customers are use Godrej product and 110 customers are using other company

product. So, 45% market share is Godrej Company and 55% market share is other company.



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TABLE: 6> Table show if yes, which product are available in home.

Refrigerator Washing machine Microwave A.C

50 26 4 10

CHART- 6

56%29%

4%11%

Refrigerator

Washing machine

Microwave

A.C

Interpretation: The above pie chart shows that the number of percentage for home

appliances used in Ahmedabad city (surveyed area). We have the 200 Questionnaires by that

we find that 56% is the people use Refrigerator, 29% use washing machine, and 11% uses

Air conditioner, 4% microwave.



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TABLE: 7> Table show if no, the customers want to purchase in future?

YES NO

30 80

CHART- 7

27%

73%

yes

no

Interpretation: The above pie chart shows that the number of customer want to purchased

Godrej home appliances in future in Ahmedabad city (surveyed area). We have the 200

Questionnaires by that we find that 30 people want to purchased out of 110 and 80 people do

not want purchased Godrej Appliances out of 110. So, 27% want to purchase and 73% do not

want purchased Godrej Appliances.



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TABLE: 8> Table show that why purchase product and why not purchase

the product of Godrej.

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

CHART 8

5

5

5

10

15

10

15

15

20

35

35

40

15

20

15

30

20

20

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Excellent Very

Good

Good Fair Poor Very Poor

Price

Quality

Service

Interpretation: The above table and chart shows the reason for why the others customer not

purchase Godrej product here most customer says that , 30 customer say Godrej service in

very poor and 20 customer say that Godrej price and quality is very poor. Then, 15

customers say that Godrej service and price is poor and 20 say quality is poor. 35 customers

say that Godrej price is fair, 35 customers say that quality and service is fair. Then, 15

customers say that quality and service is good, and 20 customers say that price is good. 15

customers say that Godrej quality is very good and 10 customers say that Godrej price and

service is very good. Only, 5 customers say that Godrej price, quality, service is excellent.



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TABLE: 9> Table show that, compare to the other product or appliance

how would you the rate Godrej products.

Much better Somewhat

better

About same Somewhat

worse

Much worse Dont know

20 30 60 55 10 25

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

CHART 9

20

30

6055

10

25

0

10

20

30

40

50

60

Comprative to the other company product

Much better

Somewhat better

About same

Somewhat wores

Much worse

Don't know

Interpretation: The above table and chart shows compare to the other product or appliance

how would you the rate Godrej products here most customer say that, 60 customer say that

Godrej product is same to compare to the other product, 55 customers say that Godrej

product is somewhat worse. 30 customers say that the Godrej product is somewhat better,

and 25 customers dont know, 20 customer say that the Godrej product much better, 10

customer say that the Godrej product is much worse.

TABLE: 10> Table chart show which factors influence the customer

purchases any products.



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Brand Promotion

activities

Product

feature

Price Service Influence by

other

45 40 25 30 55 5

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

CHART 10

40

25 2530

55

5

20

12.5 12.515

27.5

2.50

10

20

30

40

50

6070

80

90

Brand Promotion

activities

Product

feature

Price Service Influence

by other

Percentage

Actual nos.

Interpretation: The above table and line chart, which factors influence the customer,

purchases any products here mostly customer prefer service and brand. 27.5% prefer service,

20% prefer brand, 12.5% prefer promotion activities and product feature, 15% prefer price,

and only 2.5% prefer influence by other.

TABLE: 11> Table show that satisfaction level of Godrej products.

Category Very satisfied Satisfied Neutral Dissatisfied Very

DissatisfiedQuality 15 22 42 8 3



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Value 10 25 40 13 2

Services 5 10 25 30 20

Usage

experience

10 20 40 15 5

CHART 11

15

10

5

10

22

25

10

20

4240

25

40

8

13

30

15

3 2

20

5

0

5

10

15

20

25

30

35

40

45

Very Satisfied Satisfied Neutral dissatisfied Very dissatisfied

Quality

Value

Service

Usage experience

Interpretation: The above table shows that there are different level of satisfaction of

consumers of Godrej product in Ahmedabad city (surveyed areas) .42 out of 90 show the

satisfaction level of Godrej quality are neutral, as well as 22 shows it is satisfied, 15 shows it

is very satisfied, 8 shows it is unsatisfied, 3 shows it is very unsatisfied. 40 out of 90 shows

the satisfaction level of Godrej product value are neutral, as well as 25 shows it is satisfied,

10 shows it is very satisfied, 13 shows it is unsatisfied, 2 shows it is very unsatisfied. 25 out

of 90 shows the satisfaction level of Godrej service are neutral, as well as 10 shows it is

satisfied, 5 shows it is very satisfied, 30 shows it is unsatisfied, 20 shows it is very

unsatisfied. 40 out of 90 shows the satisfaction level of Godrej product usage experience are

neutral, as well as 20 shows it is satisfied, 10 shows it is very satisfied, 15 shows it is

unsatisfied, 5 shows it is very unsatisfied.

TABLE: 12> Table show that the complete satisfaction of all problems

solved/attended after purchase the product. (Godrej customer service)

Particular No. of Respondents Percentage (%)

Yes, by the company or its

representative

50 55



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