A complete project report on FMCD Sector, Godrej Aplliances(Microwave)

1. GODREJ APPLIANCES
Submitted to the partial fulfillment of the course
Masters of Business Administration
(M.B.A)
SHUBHAM SRIVASTAVA
PUNE INSTITUTE OF BUSINESS MANAGEMENT (P.I.B.M)
MBA III
2019-2307-0001-0002

2. Contents
1. Sector Information ....................................................................................................................................................2
A. Information ...........................................................................................................................................................2
B. Industry Size and Contribution to World GDP.....................................................................................................3
C. GDP % Contribution to the Indian Economy .......................................................................................................3
• Historical Growth/De-growth Pattern observed in the last 5 years...................................................................4
• Explain the reasons for the Growth/DE growth pattern observed in the sector................................................4
B. Company Information.............................................................................................................................................7
1. Market Share.........................................................................................................................................................7
Segmentation, Targeting and Positioning Strategy of Godrej Microwave .......................................................................9
Segmentation (Care Product for daily Needs) ..............................................................................................................9
Targeting (Every Indian Household Especially middle class)......................................................................................9
Positioning (Value for Money) .....................................................................................................................................9
Business Finance GODI Financial Summary..................................................................................................................19
a.) Income Statement...................................................................................................................................................19
Summary of Income Statement...............................................................................................................................20
b.) Cash Flow Statement.............................................................................................................................................20
c.) Balance sheet .........................................................................................................................................................21
Direct and Indirect Costs.............................................................................................................................................23
Fixed Assets Added during the year ...........................................................................................................................23
Working Capital = CA –CL........................................................................................................................................23
Human Resource Management.......................................................................................................................................24
JD and JS of Godrej company.....................................................................................................................................25
Human Resource Management...................................................................................................................................27
Training Needs Analysis of Godrej ............................................................................................................................30
Organizational Culture................................................................................................................................................31
"Great Place to Work".....................................................................................................................................................32

3. FMCD
White Goods
Washing Machine
Refrigerators
Air Conditioners
Brown Goods
Sewing Machines
Electric Fans
Microwave Ovens
Mixer and
Grinders
Rice Cookers
Cleaning
Equipment
Consumer
Electronics
TV's
Laptops
Electronic
Accessories
Digital Cameras
1. Sector Information
A. Information
FMCD stands for Fast Moving Consumer Durable. The Consumer Durable industry
consists of durable goods and appliances for domestic use such as televisions,
refrigerators, air conditioners and washing machines. This industry includes all those
goods which are durable
i.e. products whose life expectancy is at least 3
years. FMCD sector is grouped into three
segments.

4. Ecommerce
Service
FMCD
BSFI
FMGC
Education
Ratail
Others
Auto
Telecom
8.00% 7.00%
5.00%
27.00%
24.00%
7.00%9%
4.00%
Sector
4.00%5.00%
B. Industry Size and Contribution to World GDP
a. The developing buying force and the rising impact of online networking have empowered
Indian buyers to overspend on FMCD. Import of electronic goods reached US$ 53 billion in
FY18.
b. In 2017 the market of appliances and consumer electronics (ACE) had reached INR 2.05
trillion. Therefore, the country is seen as the largest growing market in the world. Moving
ahead, the Indian electronics market is expected to grow at 41 percent CAGR between 2017-
20, thus reach, US$ 400 billion.
c. As of FY18, washing machine, refrigerator and air conditioner market in India were
estimated around Rs 7,000 crore (US$ 1.09 billion), Rs 19,500 crore (US$ 3.03 billion) and
Rs 20,000 crore (US$ 3.1 billion), respectively.
d. As because India’s smartphone market in 2018 grew by 14.5 percent with a shipment of 142.3
million units. Thus, in 2022, India will have 829 million smartphone users.
e. Moreover, Consumer durable index under the Index of Industrial Production (IIP) has grown
7.5 percent year-on-year between Apr-Dec 2018.
C. GDP % Contribution to the Indian Economy
Indian appliance and consumer electronic (ACE) market reached Rs 2.05 lakh crore (US$ 31.48
billion) in 2017. It is expected to increase at a 7 per cent CAGR to reach Rs 3.15 lakh crore
(US$ 48.37 billion) in 2022. Overall consumer durable exports reached Rs 5,451.42 crore (US$
0.78 billion) in 2017.
Above Pie chart shows that the contribution made by FMCG and others is the highest
contribution to Indian economy. However, the contribution of FMCD sector to Indian
economy is currently around 7 percent.

5. • Historical Growth/De-growth Pattern observed in the last 5 years
The consumer durables industry is one of the most dynamic and fastest growing industries in
India and is considered to be one of the largest in the world. Indian Consumer Durables sector
is vast in scope.
• Explain the reasons for the Growth/DE growth pattern observed in the sector
The growth of consumer’s duration is showing a positive trend in every year from the last five years. Which is
contributing to the Indian economy a lot. There many reasons for that and some of them are as follows.
✓ Rise in Disposable Income
The demand for consumer durables has been rising with the increase in disposable
income coupled with more and more consumers falling under the double income
families. Also, growing Indian middle-class plays a major role in increasing the
demand. This, along with a fall in the prices of durable goods mainly due to the
advancement of technology, easy import of components has led to an increase in the
consumption expenditure on durable goods.
✓ Easy-Availability of Consumer Financing
Apart from steady growth in income of consumers, consumer financing has become
a major driver in the consumer durables industry. In the case of more expensive
consumer goods, such as refrigerators, washing machines, color televisions and
personal computers, retailers are marketing their goods more aggressively by
providing easy financing options to the consumers by partnering with banks. The
FMCD GROWTH
20182017201620152014
2.00%
0.00%
2.50%
3.50%4.00%
4.30%
6.00%
7.30%8.00%
9.70%
12.00%
10.00%
FMCD GROWTH

6. easy-availability of consumer financing is beneficial mainly for the lower and middle
income group, especially when the cost of capital and flexibility of the scheme is in
their favor.
✓ Existing Potential in Rural Markets
Growth is coming in a big way from the smaller towns and rural markets and is
expected to be the next growth opportunity for the consumer durables market. In the
last year around 30-35% of the total sale of consumer durable was from the rural
market. This is expected to grow by 40-45% in the near future. The rural durables
market has been growing by approximately 30% annually, mainly due to the growing
affordability of products as well as the general buoyancy in the economy.
Products like mobile phones, televisions and music systems are the ones which have
witnessed high growth among the rural market. To further cater to this market are
manufacturers have started using local languages while offering products to the rural
crowd.
Some initiatives taken by Top Consumer Durables Companies to tap rural markets:
• Videocon recently launched a mobile with basic characteristics and a long battery life. This was mainly
done to tap the rural markets where electricity is an issue.
• Bajaj Electrical is in the process of finalizing a special team for each of its product, specifically to tap
the rural market.
D. Increasing Share of Organized Retail
Since the last couple of years there has been an increasing shift towards organized
retail (brands) from the unorganized (unbranded) products. With rising income and
purchasing power, and the younger generation preferring branded products, the share
of organized shopping is increasing. Shopping in malls is considered more of an
experience these days. According to estimates, organized retail which constituted
around 4% of the total buying till 2010 is expected to grow to over 10% by 2013.
E. Entertainment and Media to Boost Growth
According to a recent report by KPMG, the Indian Media & Entertainment (M&E)
industry registered a growth of 11% over 2009 and touched Rs. 652 billion and is
expected to achieve a 13% growth in 2011. Overall the industry is expected to register
a CAGR of 14% to touch Rs. 1275 billion by 2015. Out of this, the television industry
is expected to achieve a 16% CAGR and is expected to account for almost half of the
Indian M&E industry revenues. The television segment of the consumer durables
industry is seeing high growth coming from high-end flat panel TV, LCD TVs and
Plasma TVs. All of these were expected to register a 100%+growth in the last year.
Hence, the growing importance of entertainment and media on our lifestyles is
expected to boost the demand for products like Plasma TVs, LCDs DVD players.
F. Consumer Preferences
Consumers purchase goods by looking at the brand, pricing, and discount schemes
available at the time of buying. So, for the consumer durables industry following are
important growth drivers:
➢ Availability of new and innovative products – A company that upgrades its technology and
comes out with new and innovative products catches the attention of consumers. Especially

7. in the consumer electronics segment, manufacturers have to make sure they are
updated with the latest technology that has entered the market. For the higher
income groups, the brand, technology and the product features play an important
role.
➢ Pricing of the products – For the lower and middle income groups, price is the
deciding factor especially in a price-sensitive industry like consumer durables.
➢ Festive discount schemes – The sales of many consumer durables goods are driven
by festive discounts. For example, people consider it auspicious to purchase goods
like LCDs, Televisions, Washing machines, etc during festivals like Diwali, Gudi
Padwa, etc.
B. Porter’s Five Forces Model and Consumer Durable Industry
a. Buyer Power
The buyer’s power is quite high as they have multiple brands across different price
points, hence giving them a wide variety cross both durable and nondurable products
to choose from.
b. Supplier Power
The supplier’s power is low because of the availability of the large numbers of
suppliers in the domestic market and cheap import options for components from
other suppliers and countries.
c. Competitive Rivalry
Presence of a large number of players in the domestic consumer durable market in
each segment leads to high rivalry.
d. Availability of Substitutes
The threat of availability of substitutes in the Indian Consumer Durables market is
medium. Where the white goods segment (air conditioners, refrigerators) face low
threat of substitutes, the brown goods segment and consumer electronics segment
do face a threat of substitutes. As new technology enters the market at an
increasing pace, the manufacturers need to upgrade their products accordingly.
For e.g. the VCR got replaced by DVD player. On a different note, televisions
face the threat of multiplexes. Also, brown goods like pressure cookers face the
threat of microwave ovens etc.
e. Threat of new entrant
For any new company, to establish and build a new brand, cope with the
technological advancement and create a wide-distribution network is difficult.
One the other hand, cheaper brands from Asian countries like china and the entry
of other global brands is a concern.

8. B. Company Information
Godrej Appliances, a business unit of the highly diversified, Godrej & Boyce Mfg. Co. Ltd. is one of
the largest players in the Home Appliances space in India. In 1958, Godrej was the First Indian
Company to manufacture Refrigerators and has now become synonymous with the category. The
company is present across India through 100+ Exclusive Brand Outlets in 24 states and through over
23000 dealer and retailer outlets. Godrej Appliances is known for delighting the consumer with
innovative, relevant and green technologies. Godrej has created many milestones in the Indian
appliance space – be it in the environment/energy efficiency space, including the launch of the first
green AC in the world (2012), launch of the first green refrigerator in India (2001), launch of the first
5 star range of refrigerators (2008), launch of the first inverter AC in India (2005), the first
refrigerator with 6 Star Performance(2012) or a pure consumer delight space like the launch of the
Godrej Edge Duo – India’s first single door refrigerator with a separate veggie drawer, Godrej NXW
AC – India’s first most power-saving green inverter AC with 6.15 ISEER, Godrej Eon Front Load
washing machine with Allergy Protect Technology.Godrej’s focus on balancing consumer needs
with the environmental cause has enabled the organization to redefine the technology landscape in
the appliances industry – to the delight of both the consumer and the environment. Both the
manufacturing units of Godrej Appliances’ - in Shirwal and Mohali became the first and only
manufacturing units in the country to be honored with the coveted Platinum Green Co certification
for their efforts in green manufacturing. Godrej Appliances was the first one to include R290 and
R600 in its air conditioners and refrigerators - natural hydrocarbons that are completely
environment-friendly refrigerants, contributing to the fight against climate change. Through
continuous improvement in quality, a deep commitment to on-time delivery, a continuous thrust on
innovation and research, and a clear policy of keeping in step with the latest manufacturing
technology, the company is fully equipped to match world-class standards.
8080765925
Godrej Appliances holds ISO 9001-2015, ISO 14001-2015 and OHSAS 18001-2007 Certificates
awarded by TUV Nord.
Godrej Appliances is a business unit of Godrej & Boyce Mfg. Co. Ltd.
1. Market Share
In the modern era of electronic appliances LG is the market leader and Godrej is having 13% market
share.
LG
30%
Samsung
18%Godrej
13%
Videocon
18%
Whirlpool
16%
Others
5%
MARKET SHARE

9. 3. Marketing Strategy
SWOT Analysis is a proven management framework which enables a brand like Godrej Consumer
Products to benchmark its business & performance as compared to the competitors and industry.
Godrej Consumer Products is one of the leading brands in the FMCD sector. The table below also
lists the top Godrej Consumer Products competitors and elaborates Godrej Consumer Products
market segmentation, target group, positioning & Unique Selling Proposition (USP).
SWOT analysis of Godrej Consumer Products analyses the brand/company with its strengths,
weaknesses, opportunities & threats. In Godrej Consumer Products SWOT Analysis, the strengths
and weaknesses are the internal factors whereas opportunities and threats are the external factors.
Strengths
Weaknesses
1.Market share is limited due to presence of other strong FMCD brands
2.Godrej products has stiff competition from big domestic players and international brand
Opportunities
1.Tap rural markets and increase penetration in urban area
2.Mergers and acquisitions to strengthen the brand
3.Increasing purchasing power of people thereby increasing demand
Threats
1. Leader among India’s FMCG
companies
2. Some brands in 100 most
trusted brands
3. Presence in more than 60
countries
4. Over 1,300 full-time employees
5. Widespread distribution
network across India
1.Intense and increasing competition amongst other FMCD companies
2.FDI in retail thereby allowing international brands
3.Competition from unbranded and local products

10. Segmentation, Targeting and Positioning Strategy of Godrej Microwave
Segmentation (Care Product for daily Needs)
Catering to the needs of such large array of consumer segments is only possible when the population is
segmented based on the similar population characteristics. Godrej uses the mix of demographics
geographic and psychographic segmentation variables such as income class, profession, age, gender, behavior,
region etc.
Demographic Income Occupation
• Psychographic
Personality Life Style
• Geographic
Mainly in Tier 1 And Tier 2 Cities
Targeting (Every Indian Household Especially middle class)
Godrej has targeted its market on the basis of product that they are offering to the consumers. However, the
Godrej Microwave is targeting
• Upper middle class
There are targeting those customers who are more concerned about life style product. Their product is more of
for upper middle class and premium segment, their target audience are those customers who want quality goods
at best price. Currently mass market, efforts are on to shift to a more premium segment.
Positioning (Value for Money)
Godrej uses value-based and user benefit based positioning strategy to highlight the intrinsic culture and
attachment that the brands have with the customers over the years.

11. Company marketing planning
The new range of Godrej Microwave Ovens come with amazing features that makes eating
healthy a habit. Now no need to follow a strict diet; cook conveniently and eat healthy with the
help of our Godrej Microwave Ovens.
This new 34 liter Godrej Microwave Oven, comes with amazing features like health fry,
healthy bread basket, healthy Indian tadka, healthy barbeque and many more that makes eating
healthy a habit.
The Marketing strategy of Godrej–
Founded in 1897 the company has been operating in the country since the Swadeshi movement. Its founder,
Ardeshir Godrej, lawyer-turned-serial entrepreneur and founder of Godrej after series of failed attempts
entered into locks with which the company success story started.
Mission- “To help people live better lives by helping them realize their potential”
Vision- “To be 10 times the size the company was in 2010 by 2020”
Tagline-“Ideas that Makes Life Better”
BCG Matrix in the Marketing strategy of Godrej-
Godrej business segments are categorized into three businesses Godrej Consumer Products (GCPL), Godrej
Properties (GPL) Godrej Agrovet Limited (GAVL).
Out of these businesses the consumer products business vertical and Godrej properties are Stars in BCG matrix
while Agrovet is still emerging and is facing tough competition from the peer companies, therefore, it is the
question mark in the BCG matrix.
BCG Matrix is mainly used by companies to analyze the performance of theirmultiple
products and for decision making. Companies with very large product portfolios have
one major issue – Which product to put money in and which product to take money out
of? This question is answered by the BCG Matrix

12. BCG Boston Matrix Quadrants
Once the businesses have been classified, they are placed into four different quadrants divided
into:
• Cash Cows – High market share but low growth rate (most profitable).
• Stars – High market share and High growth rate (high competition).
• Question marks – Low market share and high growth rate (uncertainty).
• Dogs – Low market share and low growth rate (less profitable or may even be negative
profitability)
• Success Sequence
• Disaster Sequence
On the basis of this classification, strategies are decided for each SBU / Product. Let’s discuss
the characteristics and strategies of each quadrant in detail for BCG Matrix.
PLC of Godrej

13. Introduction reflects the first market entry by leading firms characterized by uncertainty.
Thirty thousand new consumer products are launched annually, 95% of them fail. At this stage,
the firm explores questions like:
• Will the product perform adequately?
• Which are our chances of success Godrej Microwave?
• What is the optimal market strategy Godrej Microwave?
• Will customer demand be sufficient for our product?
• Which customers will enter and when?
Sometimes, the first product version has low quality and performs poorly, yet possess the seeds
of an important breakthrough.

14. Early Growth stage is tough to reach for new products but once reached the sales revenues
grow at an increasing rate. Now the focus shifts to differentiation and selective demand based
on features, functionality and customer perceptions. Firms secure production and marketing
efficiencies, and price becomes a competitive weapon. They look to increase sales volume and
work at managing costs.
Late Growth is characterized by increasing sales but at a slower rate. Strong competitors
initiate tough actions to maintain historic sales patterns, and force weaker entrants to withdraw.
Customer experiences with product reveal more specific needs. Purchase terms like Credit,
warranty and customer service become more favorable to purchasers.
Maturity is characterized by slow or a flat year-to-year sales. Most sales are to repeat and loyal
users. Firms focus on VAS (Value added services), packaging, distribution, branding and
promotion. They streamline operations and distribution to reduce costs and pricing is
competitive. Market positions that firms achieve by early maturity often survive for many
years, for example: LG Electronics, Amul Butter, Tata Trucks etc.
Decline is characterized by a significant downturn in the revenues. The decline can be slow or
precipitous. Managing costs is a high priority- Firms prune product lines and reduceinventory
and marketing expenses. Firms often increase prices to cover costs as sales drop, but sales
decline further in a vicious cycle. Sometimes declining products enjoy resurgence for example
traditional Indian drinks like Lassi and Jaljeera are gaining popularity due to increasing
availability in ready-to-drink packages.

15. Marketing mix and Promotional Strategy of Godrej
Competitive advantage in the Marketing strategy of Godrej
1. Big Conglomerate
Godrej have become a big conglomerate offering services and products ranging from agri
products to security to real estate solutions. Experience in such a diverse nature of businesses
is helping the company supporting the businesses hand in hand and emerge as a prominent
player in the market.
2. Vast experience
More than 120 years old company, extensive experience in the business it operates into,
properties at some of the prominent locations, financially strong and deep-rooted to understand
the need and wants of the customers, is what helps the company in being competitively ahead
of its peers.
Distribution strategy in the Marketing strategy of Godrej
The Company operates with its own sales channel along with the authorized distributors,
resellers, retailers and e-commerce websites who help the brand in making its offerings
available to the remotest location of the country under consumer goods and electrical
appliances segment.
While in those of industrial products and real estate business, the Company have its own sales
team for growth and popularization of the business.
Brand equity in the Marketing strategy of Godrej
Godrej has been ranked 51 in Forbes magazine list of innovative growth Companies. The
brand has been valued at $ 8.8 billion as of May 2017 (market capitalization value method)
generating revenue of $ 4.6 billion.
The brand has been ranked 2nd
most trusted brand in India and is among the most diversified
and trusted conglomerate.
Competitive analysis in the Marketing strategy of Godrej
The presence of the brand in such large product categories along with large SKU’s (stock
keeping unit) such as in-home care the company have offerings such as Goodnight, Aer
room/car/ washroom freshener, Hit for mosquito killing, EzeeValon, in personal care Cinthol,
Inecto, Renew, Roby and many more.

16. Being present in the market with such large number of options is what helping the company in
being competitively ahead of its competitors.
It competes with companies such as HUL, P & G, Palmolive etc. in FMCG segment while in
real estate it have competitors such as Jaypee builders, Tata etc.
Market analysis in the Marketing strategy of Godrej
The macroeconomic environment will continue to impact and get impacted by the socio-
political and economic uncertainty. Due to which the international business of the company is
grappling with the dual challenges of weakening growth and exchange risk. While the company
focuses on innovation, customer centricity and cost optimization for capturing the tremendous
opportunities in the emerging markets such as Asia –Pacific regions, Africa, Latin America
and others.
Customer analysis in the Marketing strategy of Godrej
Customers of Godrej in the retail segment are in the age group of 20-60 years. Most of the
customers are acquired by the company through the brand recall and strong brand image that
the company has built over the years.
Marketing Mix of Godrej
Godrej is an Indian Public company that was established in the year 1897 and has its
headquarters in Mumbai, Maharashtra. Godrej is a family owned and management operated
business. It operates in a number of sectors and has a wide range of products under
its brand name. Godrej is one of the most trusted brands in Indian market and is an important
part of every Indian household. It’s amazing past has laid the foundation for its incredible future
where trust, quality and Godrej all go hand in hand.

17. The company faces stiff competition from different other companies but it has led them to
uplift their performance and achieve much better results. Some of its competitors are as
follows-
• Tata
• LG
• Samsung
• Sony
• Wipro
• Whirlpool
• Unilever
Products in the Marketing mix of Godrej
Godrej is a multi-dimensional company that deals in various sectors as diverse as agricultural
products, security systems, furniture, appliances, consumer products, real estate and industrial
engineering. Under its appliances category it deals with items like microwave oven ranges,
washing machines, refrigerators, air conditioners etc.
Animal feeds and agrochemicals come under its kitty of agricultural products. It also deals in
GP batteries, rechargeable batteries, torches and chargers along with software solutions for IT
industry. The company has carved out a special name for itself because of its security systems
and safes. In the year 1897, it introduced the first lock in India that was built with the
lever technology and later in 1920, became the introducer of the first safe in India.
The company also has the distinction of introducing for the first time soap made from vegetable
oils and the first Indian typewriter. They also provide furniture that includes storage products,
modular furniture and mattress for residence, offices, labs, educational institutions, shipyard
and even hospitals.
Its consumer products include repellent, Goodnight refills, coils, mats, Cinthol soaps, deo, talc,
hair color, hair dye, hair oil, baby care products, shaving creams and food items like chocolate
syrup, chocolates, food oil etc. The real estate business deals in townships, residential areas
and commercial enterprises. Their construction business includes ready-mix concrete and
various construction services. In tooling, they deal with press tools and casting dies.
The popular products of godrej include
1. Personal care products
2. Cleaning agents
3. Furniture
4. Real estate
5. Consumer durables and white goods
6. Security solutions
7. Godrej Aerospace
8. Godrej Agrovet
9. Godrej chemicals

18. 10. Godrej interio
& many more such products. For the complete list of godrej products, you can visit its excellent
website.
Characteristics of Godrej products
1. Durable products
2. Well planned brand architecture
3. Evergreen potential for the products
Place in the Marketing mix of Godrej
Godrej has set up an effective distribution channel to maximize the sales of its products. The
focus is also on the easy availability of the products to the consumers. The distribution network
is very widely spread to reach both the urban and rural markets quite easily. Its sales team
comprises of at least two hundred and fifty staff members spread all over the country in
different places. The Godrej group has established a direct link with all its main Indian
distributors through an innovative scheme called Sampark.It has an efficient system that
collaborates all the information and deals with planning, forecasting and implementation of
ideas.
The company also follows the policy of distributing goods through an effective and consistent
channel consisting of wholesalers, retailers, outlets and consumers. It has nearly 1,247
distributers with one hundred and forty two agents acting as super stockists. In order to provide
ample support to the sales team the company also employs 3,175 sub stockists. Nearly all this
distributors and stockists are involved in the enabling of efficient and prompt marketing of the
products to help 650,000retailers in India. The goods are available in retail shops, high profile
showrooms, malls and even internet. Godrej also has an official website where goods are easily
purchased. It also has tie-ups with other shopping sites that result in quick sales.
Price in the Marketing mix of Godrej
Adequate pricing strategies are must for a company because it results in sales and ultimately
are helpful in generating profits. In order to survive in this cut throat industry Godrej has
decided to keep its pricing policy competitive and individual. It has maintained a strategy of
good pricing that helps in market penetration, creating and maintaining the demands in the
market and creating monopolies for some of its items. It also paves the way for retaining its
existing customers and maintaining a good grip on the market economy. Godrej believes in
value added pricing system and therefore uses the pricing strategies to maintain its hold on
the consumers. It has adopted its pricing policies according to its products as well as
the target audience.
For consumers who are unable to spend easily they have kept a very reasonable pricing system
that is easy to purchase for them. Special offers and discounts are provided for many products,
like one soap free on the purchase of three soaps, to bring down the selling price so that bulk

19. sales can take place. This ultimately leads in huge volume of sales. For some of its exclusive
items the company has adopted a skimming pricing strategy because it does not face stiff
competition on these products. This keeps the high-class consumers happy who tend to buy
only high-value and branded items.
Promotion in the Marketing mix of Godrej
Godrej has gone for an all-out promotional strategy that is well planned and is executed at the
highest level in order to communicate with the consumers. Advertising is a very efficient tool
in the Indian market and Godrej has roped in some of the most famous celebrities to become
its brand ambassadors. Film stars like Aamir Khan, Hrithik Roshan, Preity Zinta and captain
of Indian cricket team Mahendra Singh Dhoni are some of its well-known faces.
Advertisements are shown in the print media like the magazines, newspapers and billboards.
The most important medium for the advertisements is the television and internet. The catchy
tunes, smart one-liners and celebrities are a winsome collection in the Indian market for
promoting a product successfully.
Packaging is also an integral part of Godrej’s promotional system. It has used various color
schemes as well as designs so that all its products look attractive and eye catching. Packaging
should be such that it would provide ample protection for maintaining the form of the basic
product. Godrej also has given a lot of thought on the labeling of its products. The labels are in
at least three different languages so that the consumer can easily identify the product and go
through the various information and instruction written on them. This is a very good
promotional strategy aimed at connecting with the consumers directly. Promotions is a poor
part of the Marketing mix of Godrej and it should improve in the same looking at the
competition.

20. Business Finance GODI Financial Summary
a.) Income Statement
For the three months ended 30 June 2019, Godrej Industries Limited revenues decreased 4%
to RS28.45B. Net income before extraordinary items increased 27% to RS1.31B. Revenues
reflect Estate & Property Development segment decrease of 33% to RS7.29B, Finance and
Investments segment decrease of 29% to RS865.4M. Net income reflects Other income
increase of 23% to RS956.3M (income).

21. Summary of Income Statement
b.) Cash Flow Statement
The above figure shows that there was an exponential growth which has been noticed in the
changes in net cash flow from (Rs.2860.9) to Rs.9281.4 million in the year 2019.Which is
really very good for a company.

22. Summary of Cash Flow Statement
c.) Balance sheet

23. Conti…
The above figure shows the financial position of godrej company. After studying the balance
sheet I got to know that the company is in really good position. It is doing very good in the
market. Because the company is able to increase its assets from around Rs.2 lakhs million.

24. Particulars Result
Gross margin 24.27%
Operating margin 6.23%
Net Profit margin 9.26%
Quick Ratio 0.50
Current Ratio 0.86
LT Debt to Equity 0.29%
Total Debt to Equity 1.65%
Cash Flow/Share 34.97
Revenue/Share 319.37
Operating Cash Flow 12.22%
Direct and Indirect Costs
Direct Cost = Cost of material consumed + purchase of stock in trade + changes in inventories
+ Employee benefit expenses
Indirect Cost = Finance cost + Depreciation Expenses + Tax Expenses + Other Expenses
+ Employee Benefit Expenses
Fixed Assets Added during the year
2019-18= Rs183407-169951=Rs13456 million
Working Capital = CA –CL
= 87261.3-101934.6
=(14673.3)

25. Human Resource Management
Human resource management (HRM or HR) is the strategic approach to the effective
management of people in a company or organization such that they help their business gain
a competitive advantage. It is designed to maximize employee performance in service of an
employer's strategic objectives.
Organizational Structure of Godrej
A.Skills sets require in company
General skills
Communication (listening, verbal, written)
Technical Skills - Analytical Skill
Interpersonal Skill
Problem solving skill
Multi-Tasking

26. On the floor quality and skills that impresses the management
Manpower Management
Interpersonal Skill
Technical Expertise
Quality consciousness
Innovation
JD and JS of Godrej company
Marketing profile
Job Summary
Company Name
Godrej
Division
Godrej Prima
Function
Marketing
Designation
Marketing Manager- Vending Services
Location
Vikhroli, Mumbai
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About the Business & Position Overview
Godrej Prima is engaged in the business of:
VENDING- A leading manufacturer of high quality table top beverage Vending
Machines for the world market in collaboration with M/s Veromatic International,
Netherlands.
BATTERIES- Specially designed batteries for various applications.

27. Job Profile
Key Responsibilities
1. Achieving business objectives
Establish new vending concepts
Formulating sales strategies
Working capital management
Market intelligence
Job Description
1. Achieving business targets of Sales Volume and throughput of Vending Services SBU
To achieve the top line and throughput objectives of Vending Services SBU
To drive business through institutional sales
Keep the teams motivated to achieve machine installations and monthly DS
Key account management: Identification; mapping; acquisition; nurturing and retention of
large accounts.
To achieve planned WC Turns
Timely collection of receivables as per the business norms
Achieve the objectives of Kaizen, Business Excellence, QMS, FSMS and TOC initiative
Ensure 100% compliance with statutory requirements
To implement the strategic initiatives
Formulating effective schemes to grow the business
Liaoning with different agencies for marketing activities
Channel Management - Driving the branches for effective engagement with channel
partners through different initiatives
Improve business processes through Kaizen deployment, Business Excellence, QMS and
TOC initiatives
Qualification Details

28. Essential Qualification: Graduate in any discipline, MBA (Marketing/ Sales)
Preferred Qualification: NA
Experience Details
Essential Experience: 5 - 7 years of relevant work experience
Preferred Experience: Experience in beverage vending industry
Special Skill
Essential: - Business Acumen
Negotiation Skills
Communication skills
Customer centricity
Interpersonal skills
Team building skills
Leadership skills
Result orientation
Preferred: - Knowledge of cross functional activities.
Should be process oriented.
Human Resource Management
Job description
Develop and administer efficient HR administration systems to provide all necessary Human
Resource Management information. Maintain the local HR files.
Issue contracts, and starting documentation to new employees in compliance with local labor
law and Company standards. Ensuring all purchase orders and invoices are processed for
prompt payment
Active involvement in the recruitment of staff in the region. This includes giving managers
guidance for developing job descriptions/person specifications, giving guidance on
compensation and benefits, controlling the correct approvals process for requisitions and
offer approvals, shortlisting and issuing accurate and legally correct contracts of employment.

29. Control of new hire, termination, employee employment status change process.
Work with the internal payroll function and outsourced payroll providers to ensure that
payroll is effectively and accurately administered. Liaise with finance to ensure that all
payments are made on a timely basis.
Work with the Manager- HR to administer competitive Compensation and Benefit plans in
Ensure effective local administration of the agreed plans.
Work with the Manager- HR to ensure that local terms and conditions are in compliance
across the country. Stay up to date with country specific employment legislation change.
Assist/support with the performance evaluation process and talent development program for
the country.
Ensure that employee training and development needs are regularly and systematically
identified and that programs are delivered to meet these needs.
Lead the development, implementation and administration of health and safety programs,
which result in a safe and healthy work environment.
Provide expertise in managing and maintaining a positive and open style of communication
across the country.
Work with external counsel and internal management to resolve any employee related issues
that may arise.
Be responsible and in charge of all office administrative related jobs such as office lease
control and etc.
Ad hoc projects as required.
Position Requirements
MBA HRM/HRD/IR
2-6 years of relevant experience in HR/IR
Role Other
Industry Type- Manufacturing (Consumer durable)
Functional Area HR, Recruitment, Administration, IR
Employment Type Full Time, Permanent
Role Category Other
Education
UG: Any Graduate in Any Specialization, Graduation Not Required
PG: MBA/PGDM in HR/Industrial Relations, MBA/PGDM in Any Specialization
Doctorate: Doctorate Not Required, Any Doctorate in Any Specialization
Key Skills
HRM Payroll Compensation Human Resource Management HR Administration IRHRD
Benefits Employee Training Recruitment
Location –Varanasi
CTC- 300000-500000LPA
FINANCE
Job Description:
➢ Accounts officer

30. Key Responsibilities:
➢ Cash Flow Projection
➢ MIS Reporting
➢ Working Capital Management
➢ Accounts Payable
➢ Import & Export
➢ Compliance with RBI
Finance Manager, Finance Operations FP&A
JOB DESCRIPTION:
Godrej seeks a Finance Manager to support Financial Planning & Analysis (FP&A) for our
rapidly growing Global Finance Operations (PO) Services team. This position will be located
in South East High Wycombe and will partner with the Director of Finance Operations
Services, Global Accounts Receivable, and his leadership team to develop and maintain a
strategic multi-year plan, translate rapid business growth to operational support needs and
financial implication and provide decision support for initiatives focused on supporting rapid
growth across multiple businesses and geographies while delivering best in class customer
experience.
Responsibilities include:
Driving annual and multi-year budgeting and variable cost productivity plans
Partnering with the global leadership team to develop strategic multi-year plans and
implementing processes to prioritize resource decisions and track the top investments and
initiatives necessary to exceed future state targets
Leading monthly analysis of operating plan budget to actual results at the Director level
Translating multi-year goal statements into fundamental key performance indicators which can
be used to effectively diagnose positive or negative trends and support business decisions
Performing deep dive analysis requiring financial modeling to develop recommendations and
impact the decision making of senior leadership
JOB SPECIFICATION
QUALIFICATION:
➢ MBA/PGDM /BA/BS degree in Finance, Accounting or related field.
➢ Minimum 60% above in X, XII and graduation.
EXPERIENCE
➢ Experience supervising and managing a professional staff.
➢ Experience as a trusted resource as a member of a senior level executive team.
➢ Experience in multiple locations and globally is a plus for the HR director job
candidates.
➢ Highly analytical, detail oriented with advanced financial modelling and reporting
skills.
➢ Complex problem solving using / Six Sigma techniques.

31. Training Needs Analysis of Godrej
GALLOP was instituted in early 2002 as a structured and organized induction-training program
at Godrej. GALLOP aimed at nurturing the new recruits into leaders and dynamic performers
through this one-year program. The program started with an induction speech by the chairman,
followed by the speeches by the CEOs of all the group companies.
Training programs are offered by 'Godrej Organization for Leadership Development' “SPARK
– Ignite the genius” – Building performance leaders. Master Coaches – Managers with a talent
to coach others. 5 man-days of training – Conventional training & E learning, Outdoor
programs to improve team building among employees.
In addition to upgrading the talents of existing employees, Godrej had to train new recruits.
Thus, Godrej developed a comprehensive and innovative training program for management
trainees and named it Godrej Accelerated Learning Leadership and Orientation Program
(GALLOP).
GALLOP (Management Training Program)
• Godrej Accelerated Learning, Leadership, and Orientation Program.
• One-year induction training program
• Transition from B-school to the work place.
• Nurture new recruits through on-the-job-training – leaders and dynamicperformers.
• Includes all spheres of development, building relationship, informalinteractions.
Gurukul (Summer Trainee Program)
• Summer Internship @Godrej – opportunity to work in live projects with a structured goal and support
from an internal expert (Guide).
• Opportunity to undergo various workshops, interaction with senior management.
• Understanding the organizational culture, systems etc.
• Best Summer Project contest.
• Pre-Placement offers for trainees with outstanding performance.
Graduate Trainee Program - ACE (Accelerated Careers for Executives )
• Talent hunt – Engineering and non-engineering institutes across the country.
• 1 year certification program in General Management from one of the premier B-School
• Aim - To develop managerial skills to fit into various managerial roles.
E- Gyan (Learning through self driven initiatives)

32. • Encouraging self-learning.
• Offered through E-Learning portal “learnsatyam.com” (Satyam Education Services)
• Employees gets an opportunity to learn while they are at workplace.
• Balancing work as well as learning.
Developing Employees to become Gen-next Leaders
• Leadership development program for Managers – Custom made talent development program Young
Samuel Chambers.
• International Consultants
• Aim to make employee more competent, develop future leaders, help the expansion plan. (half of the
leadership requirements are fulfilled using the internal sources of recruitment)
• Span 1 – 2 Years (Including a 360 - Degree Evaluation)
Tie up with The George Telegraph Training Institute
• Unique Industry-Institute partnership to offer an advanced certification course in Refrigeration, Air
conditioning and washing machine.
• Program includes a 3 month internship at Godrej outlets.
• Certificates and placement opportunities.
Using Smart Training
• Tie up with “Centum Learning” (Bharti Airtel Company)
• Includes an interactive video, to train employees about the complete selling process of entire Godrej
range of products to the retailers.
• Godrej holds 26% stake in “Personalitree Academy Ltd.” - providing inter-active soft skills training
programs online to various corporates.
Organizational Culture
Defining Organizational Culture
Organizational culture works a lot like this. Every company has its own unique personality,
just like people do. The unique personality of an organization is referred to as its culture. In
groups of people who work together, organizational culture is an invisible but powerful force
that influences the behavior of the members of that group. So, how do we define organizational
culture?
Organizational culture is a system of shared assumptions, values, and beliefs, which governs
how people behave in organizations. These shared values have a strong influence on the people
in the organization and dictate how they dress, act, and perform their jobs. Every organization
develops and maintains a unique culture, which provides guidelines and boundaries for the
behavior of the members of the organization.

33. I have been working at Godrej Group full-time(Manager)
I worked at Godrej Group full-time for more than 3 years (Former Employee - Senior Officer
Current employee
Pros
Good company to work with
Good community with slow growth
"Great Place to Work"
"Good"
"Good"
Cons
For its tremendous commitment towards the land advertise, Godrej Properties has gotten
multitudinous honors and acknowledgments in the ongoing past. So, no downside about the
Godrej Group.
Long work days and late night evening
Too much detail analysis
Low salary when compare to similar industry
Not what is used to be
Unorganized

34. BIBLIOGRAPHY
Sources of information
➢ https://www.ibef.org/
➢ http://www.naukri.com/
➢ https://www.linkedin.com/
➢ http://www.moneycontrol.com
➢ https://economictimes.indiatimes.com
➢ www.investing.com
➢ www.lg.com
➢ www.aceanalyzer.com
➢ www.foodata.com
➢ www.investing.com