Godrej & Boyce- insight into market activation and consumer preference regarding Godrej Refrigerator: A case study of Chandigarh. The study analyzed Godrej's marketing activities and consumer preferences for refrigerators in Chandigarh. Phase 1 found Godrej had the highest market share in Haryana and sales increased after exhibitions. Advertising analysis showed Samsung advertised most. Phase 2 found consumers became aware of Godrej refrigerators through dealers and most were influenced by features. Those who didn't use Godrej mostly used Samsung and were influenced by quality. The study recommends Godrej increase advertising frequency, improve after-sales service, and offer innovative schemes to compete.

1. Godrej & Boyce- insight into market activation and consumer preference regarding Godrej Refrigerator: A case study of ChandigarhPresented By:Amrit Gill94972238139

2. THE BEGINNINGThe 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 holding company of the Godrej Group. On 3rd March, 1932, it was incorporated with limited liability.Established in 1897,the company was incorporated with limited liability on March 3,1932 under the Indian Companies Act, 1913.

3. ABOUT GODREJOne of India’s most trusted brand, Godrej enjoys the patronage and trust of over 470 million Indians every single day.With 7 major companies with interests in real estate, FMCG, industrial engineering, appliances, furniture, security and agri care – to name a few – turnover crosses 2.6 billion dollars.20% of the business is done overseas.Presence in more than 60 countries ensures that customers are at home with Godrej no matter where they go.With brands one can believe in, service excellence one can count on and the promise of brighter living for every customer, Godrej knows what makes India tick today.

4. Corporate Timeline1897- Godrej & Boyce Mfg. Co. Ltd. Was established1902-Safe/Security Equipment Mfg. Started. 1918-Godrej Soaps Limited was incorporated 1971-Godrej Agrovet Limited began as an Animal Feeds division of Godrej Soaps 1974 - Veg oils division in Wadala, Mumbai was acquired. 1990 - Godrej Properties Limited, another subsidiary, was established1991 - Foods business started

5. Corporate Timeline 1991 - Godrej Agrovet Limited was incorporated 1994 - Transelektra Domestic Products was acquired 1995 - Transelektra forged a strategic alliance with Sara Lee USA 1999 - Transelektra was named Godrej Sara Lee Limited2001 - Godrej Consumer Products was formed 2002 - Godrej Tea Limited was set up

6. Corporate Timeline2003 - Entered the BPO solutions and services space with Godrej Global Solutions Limited2004 - Godrej HiCare Limited was set up providing professional pest management services2006 - Godrej Beverages & Foods Limited2007 - Godrej Beverages & Foods Limited formed a JV with The Hershey Company ,renamed Godrej Hershey Foods & Beverages Limited2008 - Godrej relaunched itself with new colorful logo2009 – Godrej launched the whole new range of EON home appliances

8. Corporate MissionOperate in existing and new businesses which capitalize on the godrej brand and our corporate image of reliability and integrity.Objective is to delight our customer both in India and abroad.Achieve objectives through continuous improvement in quality, cost and customer service.Strive for excellence.Encourage an open atmosphere, conducive to learning and team work.

9. Corporate VisionGODREJ 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.

10. Corporate Shared ValuesCommitment to Quality

11. Customer Orientation

12. Dedication & Commitment

13. Honesty & Integrity

14. Learning Organization

15. Openness & Transparency

16. Respect/Care & Concern for People

17. Teamwork

18. TrustGodrej Dynasty

19. Board of Directors

21. BRANCHES (SALES & SERVICE) AND BRANDEDRETAIL CHAIN · 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

22. The Company has Representative Offices in Colombo (SriLanka), The Netherlands, Sharjah (UAE), Riyadh (Saudi Arabia)and Guangzhou (China-PRC).EMPLOYEES10,700 (including 2,000 in Sales and Service)BANKERSCentral Bank of India, Union Bank of India, Citibank N.A., ICICIBank Ltd., State Bank of Patiala, Axis Bank Ltd., Export-ImportBank of IndiaSTATUTORY AUDITORSKALYANIWALLA & MISTRY, Chartered Accountants

23. GODREJ & BOYCE MFG. CO. LTD. APPLIANCE DIVISION (MOHALI)

24. The RangeRefrigeratorsi-FRESHSpartan Door DesignApexDirect CoolFrost Free

25. GODREJ REFRIGERATORS (FROST FREE)Godrej Eon, GFE 36 DZ / DY Capacity: 343 LBEE Star Rating: 4Colours Available: Also available in 330L, 305L, 294L, 283L, 271LSPECIFICATIONSModel Type : Double DoorDefrosting : Fully AutomaticDimensions (unpacked) (HXWXD)mm: 1762 x 597 x 754Voltage Range: 160-240VNo. of shelves in the main compartment : 2 Door Finish : MetallicInteriors: Tinted

26. Godrej Pentacool, GFP 220 P/S Capacity: 197 LBEE Star Rating: 3Colours Available: RED, GREY & BLUE FEATURES• Twist & Serve Ice Trays• Chilled Case• Intellflo for Superior Air Flow• Thicker Insulation for Better Cooling Retention• Greater Storage Space• High Effeciency Compressor• Fully Integrated Plastic Base• Chrome Finish External Handle• 100% Green• ZOP Technology for rust protection• Capacity : 197 L

27. GODREJ REFRIGERATORS ( DIRECT COOL)GODREJ EDGEFEATURES• 5 Star Energy Rating• Large Vegetable Tray - 20 L• 2.5L AquaSpace• Thicker Insulation• Humidity Controller• Easily Removable Gasket• 100% Green• 10 Year Rust Free Warranty With ZOP Technology• Capacity: 183L, 221L & 251L

28. FEATURESStylish Chrome Finish, High Grip Ergo HandleUnique Arc Door DesignTinted ShelvesRoll Bond Freezer And Thicker InsulationBottle SnuggerHumidity ControllerToughened Glass Shelves(GDP 195 V5 T)High Effeciency CompressorDoor Lock100% GreenCapacity: 181 L & 204 LGODREJ PENTACOOL V5 & V2

29. PENTACOOL FEATURESFully Integrated Plastic BaseThicker InsulationExternal ThermostatTransparent InteriorsAdjustable Door ShelvesExtra Freezer Space5 Star Energy Rating

30. GODREJ AXISFEATURES• Rib Door Design• Better Space Organisation• 2.5L Aqua Space in the Door• Deep Bottom Chiller Tray• High Effeciency Compressor• 3 Star Energy Rating• 100% Green• ZOP Technology• Capacity: 181L

31. FEATURES• Thicker Insulation • High Effeciency Compressor• ZOP Technology• External Thermostat Control• 100% Green• Recessed Handle, Tall Sleek DesignGODREJ NO. 1

32. FEATURES• Silver Finish External Handle• Maximum Storage Space• Twin Vegetable Tray• In - built Apron• Adjustable Door ShelvesGODREJ COLD GOLD DELUXEGDC 110 SFEATURES• High Effeciency Compressor• External Thermostat Control• Thicker Insulation For Superior Cooling Retention• Door Lock• 3 Star Energy Rating• ZOP Technology

33. SWOT ANALYSISWEAKNESSES The Company does not go for advertising of its appliances.The effective selling schemes are not available like payment on instalments.Gifts not being so attractive. Most of the dealers prefer other companies appliances.The After Sales Services provided by the company are not up to the mark.STRENGTHSImage of a Quality Product Company.The Company has wide range of product line.Robust manufacturing and Supply Chain competencies.Detailed insight of the market.

34. OPPORTUNITIES Changing lifestyle trends of Consumers.Market Development THREATSCompetitors grab on the market.Lot of branding done by other competitors.

35. Financial Ratio Analysis Current Ratio = Current Assets (Rs’000) Current Liabilities

36. Liquid Ratio = Current Assets – (Inventories + Prepaid Expenses) Current Liabilities(Rs ’OOO)

37. (Rs’000)Absolute Liquid Ratio =Cash & Bank + Short – term securities Current Liabilities

38. Debt-Equity Ratio = Debt_________ Equity shareholders funds (Rs’000)

39. Equity Ratio = Shareholders’ Funds Total Assets(Rs’000)

40. Net Profit Ratio = Net Profit after Taxes X 100 Net Sales(Rs’000)

41. PART B Godrej & Boyce- insight into market activation and consumer preference regarding Godrej Refrigerator: A case study of Chandigarh

42. OBJECTIVESTostudy the marketing activities done by the appliance division at Mohali branch. To know the factors which influence regarding purchase of refrigerator.To know the features that influenced the purchase of refrigerator by consumer.

43. RESEARCH METHODOLOGYRESEARCH DESIGN: DescriptiveUniverse: All the consumers of Refrigerator.Population: All the consumers of Refrigerator in Chandigarh.Sampling unit: A single resident of Ashiana Society and Advocate Society who filled the questionnaire.Sampling technique: Convenience &Random sampling.Sample size: 100 respondents

44. Data CollectionPrimary data:-has been collected by using questionnaire.Secondary data:-has been collected from the company source, internet, researches.

45. Limitations of the ResearchThe customer does not reveal the correct information so biases come.The life of the people in metropolitan cities is running so fast. They don’t have much time to give reply.The major portion of this fieldwork is confined to a single city Chandigarh only therefore study does not reveal the exact market condition.

46. Phase I analysis

47. Video

48. Figure No. 4.1Percentage sales of different brands for Q1 in Haryana

53. Graph 2 showing maximum no. of ads by various brands in June, 2010numberBrands

54. Graph 3 showing maximum no of ads in newspapers of June, 2010

55. Graph 4 showing different product ads in the month of June, 2010

56. PHASE II45 respondents who use Godrej Refrigerator

57. OBJECTIVE 1 To study the marketing activities done by appliance division.

58. Figure No.4.2.2.Title: Media for creating awareness of Godrej refrigeratorn=45

59. Figure No. 4.2.10Title: Media for creating awareness of Other Godrej AppliancesN=45

60. OBJECTIVE 2 To know the factors which influence purchase of refrigerator

61. N=45Figure No. 4.2.5Title: Factors that influence Godrej refrigerator purchase

62. Figure No. 4.2.8 Title: Recommend Godrej Refrigerator to your friends and relatives

63. OBJECTIVE 3To know the features that influenced the purchase of refrigerator by consumer.

64. Table No. 4.2.6Title: Rank according to preference

65. Figure No. 4.2.9Title: Awareness of Other Godrej Appliances

66. 55 Respondents who have not used Godrej Refrigerator

67. Figure No. 4.2.1Title: Awareness of other Godrej Appliances

68. Figure No. 4.2.2 Title: Media for creating awareness for other appliances

69. Figure No.4.2.3 Title: Current brand of refrigerator in use

70. Figure No.4.2.4 Title: Got a chance to see the Godrej Appliances while buying

71. GRAPH 4.2.5 Title: Reason for using that particular brand

72. Table No. 4.2.6Title: Experience with the refrigeratorMean Score = Resp. score sum / No. of respondents=106/55 = 1.93 1 2 3 41.93

73. Figure No. 4.2.7Title: Like to buy Godrej appliance in future

74. Figure No. 4.2.8 Title: Like Godrej appliance advertisements