1. The document discusses Godrej Appliances, a leading home appliances company in India. It provides an overview of the company, its product portfolio which includes ACs, refrigerators, and other appliances. 2. A PESTLE analysis is presented covering the macroenvironment factors. A Porter's Five Forces analysis examines competition and the bargaining power of suppliers and buyers. 3. The document outlines Godrej's target segment as upper and middle class customers. It presents the company's STP framework and analyzes competitors and strengths/weaknesses. Marketing mix elements and the product life cycle are also summarized.

1. PREPARED BY-
PRIYESH TEWARI
UID-2019-1605-0001-0024

2. Sector
Information
industry
information

3. 1. Growth in demand from rural and semi-urban markets to
outpace demand from urban markets
2. Growth in online retailing is a key factor to reach out as a
newer channel for buyers, with increase in demand
3. Per capita income is expected to expand at a CAGR of
8.6 per cent for the period 2015-2019.
MARKET OVERVIEW

5. PORTERSS FIVE FORCE ANALYSIS
BARGAINING POWER
OF SUPPLIER
-Products differentiation is very
low.
-By changing the inputs, firms
cannot drastically differentiate on
price.
THREATS OF
SUBSTITUTE
-Technology advancements
-Buyers have popensity to
substitute.
BARGAINING POWER
OF BUYER
-Use of internet to get all the
information enables customers to
be powerful
-Buyers swithing cost is very less
THREATS OF NEW
ENTRANTS
-Highly capital intensive.
major players have developed
brand equity.
-Brand loyalty is moderate.
COMPETITORS
-Continuous innovation
leads to intense rivalry.
-Homogeneity in the
products and also the lower
switching cost.

6. COMPANY SNAPSHOT
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.

7. PRODUCT PORTFOLIO
INVERTER AC
WINDOW AC
SPLIT AC
DDD
CEILING AC
DDD

8. GODREJ APPLIANCES (AC)
STP
SEGMENT
Complete appliance segment
including split, window, and
celling ACs.
TARGET
upper class, middle class income
group people and industries also.
POSITIONING
Godrej gives affordable range of ACs
and also globally known company with
good goodwill in the market.

9. Competitors analysis
LG
SAMSUNG
VOLTAS
BLUE STAR

10. SWOT analysis of the product
STRENGTHS
-Trusted name in durabilility and
safety.
-Innovative products design
-Long term use and customer
relationship
-Large product portfolio
WEAKNESSES
-Communication hasn't been
strong.
-Lack of social media marketing
-Lack of technological change
(IOT)
OPPORTUNITY
-Growing nuclear family trend
.-Growth in sales of high capacity
models.
-Better understanding of indian
Rural Market
THREATS
-Huge competition
between rivals
-more international market
player exixting
SWOT

11. MARKETING MIX
Product
Split/ windows ac
For commercial ceiling AC
1 Ton/1.5 Ton/2-3 Ton Ac
Various colors available with
inverter
Cooling capacity 2000-5000
w
price
Variant price
1 ton 22k-28k
1.5 ton 24k-34k
2-3 ton 47k-50k
place
Presence in India at various
PAN locations including rural
areas also. Various online
(ecommerce)stores and
offline.
Promotion
Aggressive promotional
strategy.
TV / social media
advertising Print media,
booklets and pamphlets.
CSR campaigns

12. Product life cycle

13. FINANCE
Net profit margin (%) 30.90
Operating margin (%) 26.63
Current ratio 1.07
Cash Profit Margin(%) 3.23
Net worth (Crore) 1,631.69
EPS (Rs.) -2.70
Debt Equity Ratio 1.59
Gross profit margin (%) 25.41

14. ORGANIZATIONAL
STRUCTURE

15. SELECTION PROCESS
Aptitude
written
test online
Technical
interview
HR
interview

16. Skills sets require in
company
INDUCTION
PROGRAM
TYPES OF TRAINING
PROVIDED

17. THANK YOU