Professional Documents
Culture Documents
Marketing Mix of Godrej Compnay
Marketing Mix of Godrej Compnay
INDEX
SERIAL NO.
TOPIC
PAGE NO.
1.
2.
3.
4.
5.
6.
7.
8.
INTRODUCTION
HISTORY
COMPANYS PROFILE
MISSION AND VISION
MOTTO AND VALUE
LOGOS OF GODREJ
TIME LINE
ACHIEVEMENTS AND AWARDS
1
2
4
6
7
8
9
11
9.
13
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
14
17
25
29
37
46
48
49
61
64
66
76
77
78
24.
BIBILIOGRAPHY
79
INTRODUCTION
GODREJ-PRODUCT LINE
The Godrej Group is one of the respected business houses of India. The group has diverse
business interests ranging from engineering to personal care products. Companies operating
under the Godrej Group are involved in a host of businesses - from locks and safes to typewriters
and word processors, from refrigerators and furniture to machine tools and process equipment,
from engineering workstations to cosmetics and detergents, from edible oils and chemicals to
agro products. Godrej Group is also well-known for its philosophy and initiation of labour
reforms.
GODREJ-PRODUCT LINE
Ardeshir Godrej
Pirojsha Godrej
His brother Pirojsha Godrej carried Ardeshir's dream forward, leading Godrej towards becoming
a vibrant, multi-business enterprise. Pirojsha laid the foundation for the sprawling industrial
garden township (ISO 14001-certified) now called Pirojshanagar in the suburbs of Mumbai.
Godrej touches the lives of millions of Indians every day. To them, it is a symbol of enduring
ideals in a changing world.
Incorporation
Established in 1897, the Company was incorporated with limited liability on March 3, 1932,
under the Indian Companies Act, 1913.
Diverse businesses
From humble beginnings to diverse businesses. The Godrej Group is firmly entrenched in
diverse businesses. Security Systems and Safes, Typewriters and Word processors, Rocket
GODREJ-PRODUCT LINE
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.
Headquartered in Mumbai
Headquartered in Mumbai, Godrej has got offices across India. It enjoys a global presence as
well. The Group's dynamism has made it one of the most remarkable corporate houses in India.
GODREJ GROUP
TYPE
Private
INDUSTRY
Conglomerate
FOUNDED
7th May,1897[1]
GODREJ-PRODUCT LINE
FOUNDER(S)
Ardeshir Godrej
Pirojsha Godrej
HEADQUARTERS
AREA SERVED
Worldwide
KEY PEOPLE
PRODUCTS
REVENUE
EMPLOYEES
SUBSIDIARIES
WEBSITE
www.godrej.com
GODREJ-PRODUCT LINE
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.
MISSION
GODREJ-PRODUCT LINE
Our Mission is to operate in existing and new businesses, which capitalize on the Godrej
brand and our corporate image of reliability and integrity. Our 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.
MOTTO
WE CARE THE QUALITY OF YOUR LIFE
VALUE
Commitment to Quality
Customer Orientation
Dedication & Commitment
Discipline
Honesty & Integrity
Learning Organization
Openness & Transparency
Respect/Care & Concern for People
Teamwork
Trust
GODREJ-PRODUCT LINE
LOGO
GODREJ-PRODUCT LINE
GODREJ-PRODUCT LINE
TIMELINE
1897 - Godrej is established in 1899
1902 - Godrej makes its first Indian Safe
1918 - Godrej Soaps Limited incorporated
1961- Godrej Started Manufacturing Forklift Trucks in India
1971- Godrej Agrovet Limited began as an Animal Feeds division of Godrej
Soaps
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GODREJ-PRODUCT LINE
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 colourful logo and a fresh identity music
2010 - Godrej launched GoJiyo a free, browser based 3D virtual world
2011 - Godrej & Boyce shuts down its typewriter manufacturing plant, the last in the world.
GODREJ PRODUCTS
11
GODREJ-PRODUCT LINE
ACHIEVEMENTS
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
AWARDS
GCPL, the Highest Ranked Indian FMCG in Asia's Hot Growth Companies' List by 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
12
GODREJ-PRODUCT LINE
Flagship brands Goodknight, Cinthol and Ezee selected Superbrands by the Superbrands
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 Superbrand by the Super
Brands Council.
The Return on Capital Employed and Return on Net Worth ratios of Godrej Consumer
13
GODREJ-PRODUCT LINE
14
GODREJ-PRODUCT LINE
15
GODREJ-PRODUCT LINE
COMPANIES
1. GODREJ AND BOYCE
From locks to appliances. From furniture to conferencing equipment. From security
solutions to material handling. There isn't a category through which godrej & boyce don't enrich
life. They are a part of your life in many ways.
3. GODREJ INDUSTRIES
Godrej Industries Ltd.is India's leading manufacturer of oleochemicals and makes more
than a hundred chemicals used in over two dozen industries.It has a major presence in food
products such as refined oil and tetrapack fruit beverages.
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GODREJ-PRODUCT LINE
5. GODREJ INFOTECH
Godrej infotech is a CMM Level-4 company in the business of developing customized
software solutions and implementing ERP, CRM, SCM software. Navision, Axapta, Baan and
eNccompass - an ERP from Godrej Infotech, are uniquely positioned to address Industry needs.
6. GODREJ AGROVET
Godrej agrovet is one of the largest producers and marketers of animal feeds and
innovative agri -inputs in India. they have achieved this leadership position through their core
values of teamwork and quality along with continuous research and innovative thinking. It is
these values, which has made them one of the best-known agri brands in the country.
8. GODREJ EFACEC
Godrej efacec provides the latest warehousing or automated storage or retrieval system
solutions , to the customers they give the best of both worlds - Technology from Efacec and
quality from Godrej.
9. GODREJ PROPERTIES
Godrej Properties and Investments Limited (G.P.I.L.) belong to the prestigious GODREJ
group of companies. The group entered into this business in the year 1990 with the purpose of
providing meticulously planned townships to discerning customers at affordable prices.
17
GODREJ-PRODUCT LINE
GODREJ PRODUCT
CONSUMER PRODUCTS
Godrej Consumer Products Ltd.(GCPL) is a major player in the Indian FMCG market with
leadership in personal, hair, household and fabric care segments. The company is among the
largest marketers of toilet soaps in the country and has a leadership position in the hair colour
category in India.
1. Appliances
2. Locks
3. Furniture
4. Security equipment
5. Office automation
6. Conferencing solution
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GODREJ-PRODUCT LINE
INDUSTRIAL PRODUCTS
Godrej offers an entire spectrum of industrial solutions from storage to material handling to
construction to process equipment and many, many more. Whether clients are looking for
standard equipment or custom engineering solutions, the first name is Godrej.
1. Storage solution
2. Automated warehousing
3. Material handling equipment
4. Process equipment
5. Precision components & systems.
6. Machine tool service
7. Electrical & electronic services
8. Tooling
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GODREJ-PRODUCT LINE
9. IT solution
10. PLM solution
11. Medical diagnostics
12. Agro product
13. Chemicals
14. Constuction material & services.
The Godrej group can be broadly divided into two major holding companies, working
independently:
Chemicals
Veg Oils
20
Soaps
Cinthol
Godrej no 1
Fair glow
evita
Toiletries
Cinthol talc
Godrej no 1 talc
Fair glow cream
Godrej shaving cream
Cinthol perfumes
Hair care
GODREJ-PRODUCT LINE
Keyline Brands UK
Nutrine
Household care
Godrej dish wash liquid
Godrej glossy
AGRI
21
Godrej Agrovet
Animal Feeds
Oil Palm
GODREJ-PRODUCT LINE
Agri Inputs
Godrej Aadhaar
Nature's Basket
Plant Biotech
Services
Godrej Properties
Refrigerators:
Direct cool
Frost free
Air Conditioners:
Split
Window
Washing Machines:
Fully Automatic
Semi Automatic
Microwave Ovens:
22
Steam
Convection
GODREJ-PRODUCT LINE
Grill/combination
Solo
Royale
Zurina
Fiona
Adriana
EROS
Megnus
Peare
Dark chocalat
Price starts for bedroom concept- 450000 to 1200000 or more then that.
Coffee table
Sofas
Living room
Price starts for living room concept- 280000 to 800000 or more than that.
o Cupboards
Fanfasia
Kreation
Similire miror ZS
Similine with locks & drawer
o Price starts for cupboards 12000 to 32000 for steal
25000 to 100000 for wood
Dining room
Dining chair
23
GODREJ-PRODUCT LINE
Dining sets
Multi purpose chair
Tables
Price starts for dining room concept- 180000 to 300000
For dining sets- 17000 to 200000
Kids room
I-space
Kids furiture
Price starts from- 25000 to 40000
Kitchen
Accessories unit
Kitchen layout
Shade cards
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GODREJ-PRODUCT LINE
25
GODREJ-PRODUCT LINE
STRATEGY OF GODREJ
MARKETING & BRANDING STRATEGY
Revitalizes masters brand strategy & identity for greater synergies across business &
brand portfolio.
Creates greater marketing & branding strategy geared to supporting the groups revenue
26
GODREJ-PRODUCT LINE
DISTRIBUTION STRATEGY
Godrej Soaps has set up a committee
Experiments are being conducted in the particular districts.
Based on the success of these experiments ,they will role it out withen the next 12
months.
Already setup a system of stockiest & Super stockiest in small town (>10000population)
Super
stockiest
Distributors
Stockiest
Factories
Broad Vision
Application
Plant
Warehouse
Broad Vision
Database
Carry & Forward
Agent (CFA)
Central
Database
Regional
Warehouse
Shipping and
invoicing
details
Location wise
stock
HO
MIS Reports
(Input for forecasting)
(Stock Report Fact, CFA, Dist.)
27
Retailers
GODREJ-PRODUCT LINE
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GODREJ-PRODUCT LINE
29
GODREJ-PRODUCT LINE
30
GODREJ-PRODUCT LINE
4 Ps OF RURAL MARKETING
Every Product and promotion, which is a hit in cities, might not work in rural areas.
Product
Price
Place
Promotion
1. PRODUCT
Wide array of products are manufactured by Godrej Consumers Products. The company is
popularly known for its cosmetics, steel furnitures, office equipments, locks, Soaps, Toiletries,
Hair Care, Household Care, and Fabric Care solutions not only in India, but also in the
countries across the globe. To offer the best to the consumers, GodrejCP employs the Total
Quality Management system. Major GodrejCP products include the following:
In the hair color category, Godrej Consumers Products is considered as the best. It has
variety of products such as, Godrej Liquid & Powder Hair Dyes, Godrej Kesh Kala
Oil, Godrej Renew Coloursoft Liquid Hair Colours, and Nupur based Hair Dyes.
Fairglow, Cinthol, Godrej No. 1 are some of the popular Toilet soaps of Godrej
Consumers Products. FAIRGLOW is the first Fairness soap in India. GCPL is also the
contract manufacturer of toilet soaps of some of the renowned brands in India.
EZEE is the Liquid Detergent brand of Godrej Consumers Products, and it is rated as
the best in this category.
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GODREJ-PRODUCT LINE
2. PRICE:
The second P Price consists of
The villagers due to their limited resources are very price sensitive by nature.
Some retailers in the interior village charge more than the MRP.
Objective of this business venture of Tata Agrico is to enable its products to reach
the farmers in the rural interiors of the country at the right price.
PRICING STRATEGIES:
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GODREJ-PRODUCT LINE
2. Consumer Price: The company judges from the customer the price for selling the goods.
3. Market Price: The price of the goods depend upon the demand and supply of the goods
the higher the demand higher the price of the goods . Lower demand, lesser the price of the
goods.
4. Export Price: The Price of an international good is depended on the cost price plus the
foreign exchange or the rupee dollar exchange margin. This can also be termed as cash ,
countertrade, or Barter).
5. Competitor Price: The price of the goods is decided upon the ongoing competition. Either
the price of the product is increased or decreased looking at the competitors price. Usually this
type of pricing is done for commodities.
6. Bid Price: This pricing is done for special goods like internet buying , antiques, exhibition
purchases, the buys are made on a agreed price which is either or earlier bid or a future price.
7. Discounted Price: When the demand is very low ,or for financial schemes , loan
schemes , discounted pricing is availed.
8. Future Price: Decide the price of the goods for a future date.
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GODREJ-PRODUCT LINE
Pricing strategy includes not only penetration price, competitive price but also
launch price, price wars, joint product pricing.
3. PLACE
The third P Place consists of
The third element of marketing mix is place or physical distribution. Place stands for the
various activities undertaken by the company to make the product accessible and available to
target customers. There are four different level channels of distribution. The first is zero-level
channel which means manufacture directly selling the goods to the consumers. The second is
one-level channel which means supplying the goods to the consumer through the retailer. The
third is two-level channel which means supplying the goods to the consumer through wholesaler
and retailer. The fourth is three-level channel which means supplying goods to the consumers
through wholesaler-jobber-retailer and consumer.
The actual operation of physical distribution system required companys attention and
decision-making in the areas of inventory, location of warehousing, materials handling, order
processing and transportation.
Godrej Aadhar chain seeks to empower the farmer by setting up centers
which provide encompassing solutions to the farmers under one roof.
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GODREJ-PRODUCT LINE
4. PROMOTION
The fourth P Promotion consists of
Advertising;
Sales promotion; and
Personal selling.
Promotion aspect always creates a challenge in rural markets because of the fact
that village have thin population density and are widely spread over large remote
areas.
High reach High frequency-jeep based advertisement, wall painting & bus stand &
bus panels.
35
Direct to home.
GODREJ-PRODUCT LINE
Affordability
Availability
Awareness
Acceptability
1. Availability:
LG electronics defines all cities & towns other than seven metros cities
as rural & semi urban market. To tap these unexplored country markets, LG
has set up 45 area offices & 59 rural / remote area offices.
2. Affordability:
Godrej introduced three brands of cinthol, fair glow & godrej in 50-gm packs, priced
at rs 4-5 meant specially for MP, bihar & UP- the so called bimaru states.
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GODREJ-PRODUCT LINE
3. Acceptability:
The customers of godrej agrovet product (ruchira, bypro) strated purchasing the
product of handrix co as the pallets smells likes butter of goat which makes them
familiar to the handrix company product.
4. Awareness:
Brand awareness is another challenge. however, the rural consumer has the same
likes as the urban consumer- movies & music & for both the rural & urban consumer, the
family is the key unit of lever relies heavily as its own company organised media. these
are promotional events organised by stockiest.
GCP(godrej consumer products) which is trying to push its soaps brands into interior
areas, uses radio to reach the local people in their language.
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GODREJ-PRODUCT LINE
GODREJ VS SAMSUNG
STATEMENT OF OBJECTIVES
To study the preference towards Godrej and Samsung Appliances.
To study the promotional techniques used by Godrej and Samsung.
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GODREJ-PRODUCT LINE
The information gathered through this research can be used by the company to improve
its services and became more customers friendly. This can increase the goodwill of the
company and its overall performance.
Thus this study is aimed to provide the management with some knowledge about its
status in market . The research also aims to provide some ideas to improve the companys
present condition.
RESEARCH METHODOLOGY
The research methodology is the specification of method of acquiring the information
needed to structure or solve the problem. It is not considered to be the decision of facts
but also building up the data knowledge and to discover the new fact involved through
the process in the dynamic change in the society.
Using a 'content mirror' to ensure understanding and show you are listening and
Interested.
Research Design
The conceptual structure within which this research is conducted descriptive in nature as
it brings forward the results concerning the set objectives, though facts, findings and
enquiries; moreover it describes the state of affairs that exists at present.
Comparative Research
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GODREJ-PRODUCT LINE
Comparative research, simply put, is the act of comparing two or more things with a
view to discovering something about one or all of the things being compared. This
technique is often utilizes multiple disciplines in one study. When it comes to method, the
majority agreement is that there is no methodology peculiar to comparative research.
Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:
Primary Source:
The primary data comprises information survey of Competitive
Analysis of Godrej with Samsung. The data has been collected directly from dealers
with the help of structured questionnaires.
Secondary Source:
The secondary data was collected from library and the company.
Sampling technique
The selection of respondents was done on the basis of random sampling.
Sampling unit
The sampling unit in this report is dealers of Godrej and Samsung appliances.
Sample size
The sampling size of my study is 30 respondents and this sampling size was selected on
the basis of Random sampling.
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GODREJ-PRODUCT LINE
Many of the respondents were not open with their responses. Majority of the dealer were
too aggressive in nature. Lack of Dealers cooperation was a major constraint.
The behavior of the Dealers while approaching them to fill the questionnaire was
unpredictable.The study was time bound.
KIND OF BUSINESS
22%
DIRECT DEALERSHIP
CHAIN STORE
6%
72%
41
DISTRIBUTOR
GODREJ-PRODUCT LINE
PRODUCT DEALED IN
25%
REFRIGERATOR
AC
26%
MICROWAVE OVEN
24%
WASHING MACHINE
25%
GODREJ
SAMSUNG
1FB
LG
OTHERS
15%
32%
6%
42
GODREJ-PRODUCT LINE
Graph showing what all company provides for the advertisement of its
appliances:
22%
PAMPHLETS
HOARDINGS
36%
DANGLERS
OTHERS
42%
43
GODREJ-PRODUCT LINE
29%
YES
NO
71%
44
GODREJ-PRODUCT LINE
10%
YES
NO
90%
10%
32%
YES
YES
NO
NO
68%
90%
45
GODREJ-PRODUCT LINE
FINDINGS
Dealers feels quality of GODREJ product is Good, but SAMSUNG has a better
positioning in the minds of Dealers.
If a individual wants to have a Home Appliances then Samsung Priority comes on first
number.
Quality of the service provided sale after service plays an important role in keeping the
existing customers and to bring new customers.
In pricing and reliability of GODREJ S home appliances is rated very well by most.
Quality of the service provided plays an important role in retaining existing customers
and goodwill is created through word of mouth in making new customers.
Dealers said that, People are willing to pay more for new design and latest look.
A number of customers preferred GODREJ Due to the brand name of the company
(GODREJ).
Most of dealers said that, Customers were not happy that while they were purchasing old
look washing machine then others.
Most of the dealers prefer to sale simple home appliances because the most of
consumer want it.
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GODREJ-PRODUCT LINE
SWOT ANALYSIS
STRENGTHS
47
GODREJ-PRODUCT LINE
WEAKNESSES
The Company does not go for advertising, which is one of the biggest disadvantage of
Godrej.
Its emphasis more on the advertising of office automation & prima division.
The company is focusing many security products at a same time.
The effective selling schemes are not available like payment on installments.
Gifts not being so attractive. Most of the dealers prefer other companies appliances.
Weak distribution channel for appliances. Product variety is less.
OPPORTUNITIES
Increase consumer offers.
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GODREJ-PRODUCT LINE
THREATS
Strong competition.
Products are not unique.
49
GODREJ-PRODUCT LINE
50
GODREJ-PRODUCT LINE
Abstract
This paper presents a case study of an e-learning programme for a course in refrigeration.
Instructional design and visual communication at Learningbyte, in an attempt to break away
from the linear process of handling responsibilities, collaborated to evolve a unified strategy for
product design. This implied that the users experience would be meaningful and contribute to
his performance at work. The efforts of this product design team were aimed at exploring the
possibility of setting standards that might influence the future of e-learning.
1. Introduction
E learning enables, evaluates and empowers. Traditionally, Learningbyte has provided
customised
e-learning
solutions
for
industry
segments
like
airlines,
automobiles,
pharmaceuticals, manufacturing, banking and insurance. Most of the end-users are whitecollared
executives because of the easy access to the Internet and computer literacy. But with the
changing market scenario, today Learningbyte has set itself the challenge of designing and
developing e-learning solutions for the blue collared employees as well.
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GODREJ-PRODUCT LINE
by
the
client
were
used.
2. Performance Objectives:
What is the objective of the course? The instructional designer and the visual designer
exchanged ideas on a strategy that would begin with the performance objectives of the course
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GODREJ-PRODUCT LINE
and culminate in their fulfillment. The following objectives were identified after discussions with
the client. At the end of the training, the learner was expected to:
understand the basic concept of the refrigeration cycle
identify the different components and diagnose the malfunctions in the system
perform various servicing practices to rectify the malfunctions
talk politely and knowledgeably to clients
Based on these course objectives, the Instructional Designer (ID) and the Visual Designer (VD)
decided to collaborate more closely as a product design team and arrive at a set of page-level
objectives for the product. This was to be the starting point of product design to meet the needs
of the learner.
Demographic Profile:
Job profile:
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GODREJ-PRODUCT LINE
Training profile:
4. Content Analysis
Content analysis was another important aspect of product design. The subject of the course was
not only technical, but also consisted of engineering concepts and soft skills. As the user was not
adept with the usage of the computer and had minimal knowledge of English, we decided to use
the textin conjunction with communication patterns such as diagrams, tables, schematics and
call-outs. Further, the product design team, in order to assimilate and develop empathy for the
content arranged sessions with the Subject Matter Experts and visits to refrigerator servicing
units.
5. Brainstorming
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GODREJ-PRODUCT LINE
This was the most intense and exciting moment of participation. The structuring and chunking of
content was mapped against the objectives identified for each page. The ID identified key words
and the VD made scribbles to represent them. In the process, both were attempting to talk the
common language of product design. The scribbles in the drawing book helped us turn theory
into simple, clear examples of instruction.
The result of the brainstorming was a set of screens for the client. We wanted to bring the initial
ideas of product design to some stage of completion. This was done to give the client a
preliminary feel of the product.
6.Mock-up
We made a presentation to the client. It was a set of mock-up screens that was an outcome of the
scribbles made in the initial stage of product design. The presentation gave the client a fair idea
of how the arrangement of text, graphics, labels, buttons and audio would be achieved.
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GODREJ-PRODUCT LINE
The clients reactions to the screens were positive and he had his own ideas to share. Considering
him to be a part of the team, we had another round of brainstorming session. We agreed that the
navigational features in the product should be simple. The client was more than willing to trust in
our capabilities and not interfere with our design expertise. Along with the additional content,
that we got, we also used the meeting to collect support material like diagrams, tables and
photographs. The client walked us through some training models of refrigerators that they always
utilised for instructor-led training.
7.Documentation
Documenting the product design strategy was very important from the perspective of
implementation. This ensured that the team maintained its commitment to the objectives, strategy
and in turn, the learner. Some of the documents included the:
Course Structure Document (mapped the objectives against the content clusters)
Product Design Document (captured the instructional and visual communication strategy along
with the technical requirements)
Feature List (list of different screens that form the backbone of the product)
Scripts (also known as storyboards specified production details)
The final product was built on these documents signed off by the client.
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GODREJ-PRODUCT LINE
3.Showcase
This section offers a walk-through of some of the screens made for the course. The section is
divided into three distinct aspects of product design, which are:
1. Instruction design.
2. Interface design and
3. Interaction design.
All the three Is converge into product design.
1. Instruction design
Instruction design for this course was based on the text-graphics interrelationship. Instructional
text was used as it would be used in an encyclopaedia with the text placed in close proximity
with the visual.
In screen 3, the text regarding each of the refrigeration components is strategically placed next to
the visual. The visual depicts a sequence. The audio strategy integrates the text and the graphics
by guiding the learners eye to follow the sequence. This helps the learner grasp one concept at a
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GODREJ-PRODUCT LINE
time, specially the Godrej learner (blue collared employee) who was unfamiliar with the medium
and the English language.
The course was designed in such a way that every topic had an Introduction and Summary
page. This strategy was employed to give the learner an overview of the topic in the beginning
and a review of the topic at the end. The Summary page also contained visuals from the pages
already visited to promote recall value for the learner.
2. Interface design
Interface design is the science where colours, text fonts, font sizes, shapes and line thicknesses
are strategically composed in an aesthetic manner to please the user and also set a hierarchy in
the communication. This helps the user focus and attend to the information on the page
sequentially. Various shapes and forms can be used as metaphors to build associations and help
retention. The content also influences interface design. Certain information needs to use specific
patterns to communicate. Call outs, zoom in, timelines, sequence, chronology so on, so forth are
some of the patterns used in this course.
In screen 4, we see the road as a metaphor, a prominent element that communicates the
sequence of the different landmarks in the history of Godrej refrigeration. The water droplets
(top right corner) have been carefully selected to express the cooling effect. Can you think of a
colour that expresses refrigeration better than blue? In fact, it was a challenge for the design team
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GODREJ-PRODUCT LINE
to come up with an interface design where the corporate colour was red but the subject
demanded a cool colour scheme.
3. Interaction design
Experience is the best teacher and interaction design is all about experience. Click (single,
double, right), click and drag, drag and drop, roll over and many such interactive techniques can
be used in multimedia to not only achieve a holistic experience (assimilation and application) but
also ensure retention.
The outcome of the Learner Need Analysis showed that the learner
was the blue collared employee who had minimal experience with computers. Interactivity was,
therefore, kept deliberately simple and limited to audio and page to page navigation.
However, for complex concepts for which the screen space was a limitation and retention was
equally important, we introduced interactivity. In screen 5, the concept of the refrigeration cycle
involved eight steps.
interactivity. Interactivity also helped us avoid page clutter. A Know more link was used right
at the end of the essential text on that screen.
4. A Sample
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The following screen uses call-outs to highlight the different facets that are responsible for
product design. These will help you to look closely at the smallest elements that have contributed
to the big experience.
4.Conclusion
To conclude, we have come a long way since the demo was first delivered to Godrej in January
2000. We realised that with the focus on the user and the objectives of the course, the project is
significantly different from the demo. The brainstorming session between instructional and
visual design for the product has enabled the team to explore newer strategies to accommodate
challenging content requirements and learner needs at large. The learnings we had out of this
experience were many. To cite an example here, we wanted the Summary page to have
hyperlinks to help the user review the relevant topics. We would like to include this feature in our
future courses. To sum-up, e-Learning is not just information presentation. It is not online
training either. It is not some topics cobbled together with a bunch of buttons thrown in in the
name of interactivity. It is instruction tied to objectives to help the learner become a performer,
an achiever, a being empowered. We acknowledge the inputs and contributions of all the
members of the Godrej team. The experience that we have recorded in this case study reinforces
our conviction that this is the process towards achieving successful product design.
It has been our sincere attempt to try and set standards for product design in the e-learning era
that we believe has just hit the shores of India.
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It is the job of the IQC process to conduct inspections and handle quality problem before the
assembly process starts.
Monitor quality control chart of inspected properties and alert engineering staff of
significant deviations;
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Our IPQC process governs the quality systems during the assembly process, to detect and handle
problems that may arise as a result of assembly.
Conduct in-line automated and manual inspections (see our Testing Equipment page for
details);
Perform in-process audits to ensure processes are up to standard, and to identify factors
needing improvement.
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OQA is the last process before products ship to customers, and hence is every important to
ensure our shipment is defect-free. Numerous redundancies with IQC and IPQC is performed
here to ensure the validity of previous processes.
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HUMAN RESOURCE
EMPLOYEE CARE
We believe in the philosophy of holistic employee care. We not only take care of the
employees but of their families as well. Take a glimpse of the facilities & welfare activities
provided for our employees & their families at Vikhroli campus.
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SURVEY
INTRODUCTION TO SURVEY
A survey was done in order to find whether people prefer to go for godrej product or they
like to buy things from any other company brand products.
Survey area:
Bhandup
No of samples: 30
Method of survey:
Questionaire method
ANALYSIS
After collecting information from the samples the following analysis were made
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Refrigerator (R)
Washing machine (W)
Microwave (M)
Air condition (AC)
GODREJ-PRODUCT LINE
10%
2%
R-W-M-AC
R-W
10%
R-AC
18%
3% 3%
32%
R-M
R-W-AC
R-W-M
R-M-AC
22%
Interpretation
air condition.
22% of family prefer to only refrigerator.
18% of family prefer to refrigerator and washing machine.
Very less percent of family prefer to all refrigerator, washing machine and air
condition and micrwave.
Conclusion
It can be concluded by saying that most of the family at Bhandup prefer
refrigerator only.
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L.G
SUMSUNG
GODREJ
WHIRPOOL
VIDEOCON
OTHERS
GODREJ-PRODUCT LINE
Interpretation
Conclusion
It can be concluded by saying that most of the family at Bhandup like prefer to
L.G. AND SUMSUNG because the services of this companies are good.
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EXTREMELY SATISFIED
VERY SATISFIED
SATISFIED
DISSATISFIED
EXTREMELY DISSATISFIED
GODREJ-PRODUCT LINE
5% 3% 13%
EXT.SATISFIED
VERY SATISFIED
25%
SATISFIED
DISSATISFIED
55%
EXT.DISSATISFIED
Interpretation
Conclusion
It can be concluded by saying that most of the user are satisfied with other
product.
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REFRIGERATOR
WASHING MACHINE
MICROWAVE
A.C
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20%
40%
refrigerator
washing machine
microwave
15%
AC
25%
Interpretation
Conclusion
It can be concluded that the product of godrej are not well known to people
because advertisement of the godrej product is very less.
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NO
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Interpretation
Conclusion
There is less use of godrej product because its advertisement is very less and the
customer go for more attractive and brand product.
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Refrigerator
Washing machine
Ac
microwave
GODREJ-PRODUCT LINE
Interpretation
Conclusion
Most of the customer use refrigerator and washing machine because they liked to use it
and have cheap rates.
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MUCH BETTER
SOMEWHAT BETTER
ABT SAME
SOMEWHAT WORSE
MUCH WORSE
DONT KNOW
GODREJ-PRODUCT LINE
12% 10%
10%
MUCH BETTER
14%
SOMEWHAT BETTER
ABOUT SAME
SOMEWHAT WORSE
26%
29%
MUCH WORSE
DONT KNOW
Interpretation
Conclusion
Customer rates the godrej product as per their satisfied level. Some customer likes the
product and some dislikes the godrej products.
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VERY SATISFIED
SATISFIED
NEUTRAL
DISSATISFIED
VERY DISSATISFIED
GODREJ-PRODUCT LINE
5% 10%
VERY SATISFIED
20%
25%
SATISFIED
NEUTRAL
DISSATISFIED
VERY DISSATISFIED
40%
Interpretation
Conclusion
More customer are said godrej is equal to other product. It has very less level of
satisfaction because services have became less due to more competition.
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Due to other attractive & brand products of other company, consumer prefer to that
product. So to avoid this there should be improvement in their services and their product.
New & innovative product should be launched so that the company may get progress
and reputation in the market.
10)
conditions.
The advertisements for godrej products are very less. This is one of the biggest
RECOMMENDATIONS
Company should focus on pricing policy in comparison to its competitors because its
competitors provide same products in lower rates.
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The customer rate quality of the service as the most relevant one and hence Godrej
should maintain the quality in products and after Sale services and should make
improvements in this feature.
Many of dissatisfied Dealers asked for more information about New schemes .So the
dissatisfaction may be due to not providing the latest news about new schemes. So the
company can make use of this opportunity to retain its Dealers by providing the right
news.
The product design is not so charming As Compare to Samsung. As per survey most of
dealer discuss about it sale which Is down due to design.
Any complaint is observed from the dealers, it should be dealt quickly. This will reduce
the chance for dissatisfaction.
Company should try to Maintain competitive prices for consumers ,And should focus on
these to keep the brand image in the minds of people.
CONCLUSION
The study revealed the picture of Dealers perception and satisfaction which help Godrej
to encourage more people to be the customers/consumers of Godrej.
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Godrej have a good position in mind of dealers but Samsung has a better position as
compared to Godrej.
In future godrej play an important role of bringing the new innovative products.
From the survey of the godrej products, the company will be improved in future if there
is an implementation of new products.
The customers will be satisfied with more attractive and branded products.
ANNEXURE
QUESTIONARIE
1)
2)
3)
4)
5)
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BIBILIOGRAPHY
http://www.godrejappliances.com/godrej/GodrejAppliances/Pdf/WM_Press_
Release case study.pdf
http://www.godrejappliances.com/godrej/GodrejAppliances/pdf/summer
training_content.pdf
Wikipedia.com
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www.godrej.com
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