Report 2019 12

AN STUDY OF “MARKET MAPPING AND BHEAVIOR OF
CONSUMER AND DEALER”

With Reference to REFRIGIRATOR SEGMENT in Surat city
A Summer Project Report Submitted in Partial Fulfillment of award of MBA Degree
Project Guide(s)
Prof. Prakesh Chawla
Prof. Shweta Metha
Submitted by
Vipin Malkani
Mayuri Baraiya
Roll No:
532097
532045
Submitted to
S. K. PATEL INSTITUTE OF MANAGEMENT & COMPUTER

STUDIES
Gandhinagar, India
S.k. Patel Institute Of Management And Computer Studies 1
JULY 2019
CETIFICATE

CERTIFICATE
This is to certify that Mr. VIPIN MALKANI / MISS. MAYURI BARAIYA,

student(s) of MBA 1st year of S. K. Patel Institute of Management and Computer
Studies, has/have completed their/his/her Summer Project titled “AN STUDY OF
“MARKET MAPPING AND BHEAVIOR OF CONSUMER AND DEALER” in
the year 2019, in partial fulfillment of curriculum requirements for the award of MBA
degree under Kadi Sarva Vishwa Vidhyalaya University.
Dr. Bhavin Pandya PROF. PRAKESH CHAWLA
DR. PROF. SHWETA METHA
Director Guide

DECLARATION
I, hereby, declare that the Summer Internship Project titled, “MARKET MAPPING
AND BEHAVIOR OF CONSUMER AND DEALER ” is original to the best of our/
knowledge and has not been published elsewhere. This is for the purpose of partial
fulfillment of Kadi Sarva Vishwa Vidhyalaya University requirements for the award of
the title of Master of Business Administration, only.
Student(s) Name(s) Signature
VIPIN MALKANI
MAYURI BARAIYA

ACKNOWLEDGEMENT
The project would not be completed without the mention of those who have spared their
valuable time and shared their rich experience in making this project this success.
Research is the search of knowledge and searching knowledge is very tedious job.
Hence it is my responsibility to pay my thanks regards that has directly or indirectly
helped out to solve the objectives.
I am thankful to Mr. ASHISH JAIN AREA CODINATOR who gives me permission

for summer training in Godrej and Boyce. I would like to give special thanks Mr.
Chirag Sir (Marketing head of Chest Freezer) for providing me pull of guidance and
information about my topic as well as real organization condition. It was lifetime
unforgettable experience of working under him. He also provided me guidance related
to my career. I am sure that it will help me throughout my organizational lifespan. In
addition to gave me to visit all departments and study the organization, they provided
me with many details, which were very useful to get ideas of importance of market of
consumer appliances, also helps me out for preparing this report.
I am thankful to our director Dr. BhavinPandya, our project coordinator Prof.prakesh

Chawla and Dr. Shweta Metha who accomplishes guided and encouraged me during
the time of industrial visit and all those who have directly or indirectly helped me in
completing this project.

TABLE OF CONTENTS
No. Particular Page No.
1 INTRODUCTION 10
2 RESEARCH METHODOLOGY 11
2.1 PROBLEM STATEMENTS

2.2 SCOPE OF THE STUDY
2.3 OBJECTIVES OF THE STUDY

2.4 RESEARCH METHODOLOGY
2.5 INFORMATION NEED
2.6 Project Methodology
2.7 Scope of the Project

2.8 Limitations of the Project
3 INDUSTRY PROFILE 18
3.1 INDUSTRY PROFILE
3.2 Evolution Of Consumer Durable Market In

India
3.3 Consumer Durable Market Segmentation
3.4 Consumer Durable Market current situation
3.5 Major players
3.6 Future Prospects
3.7 Government Initiatives
4 COMPANY PROFILE 28
4.1 Introduction about Godrej & Boyce

4.2 Organization
4.3 Corporate Profile
4.4 Businesses
4.5 Godrej Appliances
4.6 SWOT Analysis
4.7 vision and mission
4.8 Distribution Channels
4.9 The market insight and factors

influencing dealer on Refrigerators
4.10 Technology product study with
other brands in refrigerator
4.11 Godrej Service Advantage
5 THEORETICAL ASPECTS OF THE 50

STUDY
5.1 Chi Square Test

5.2 Bar Graph And Pie Chart
5.3 porter five force model
5.4 case study on despite of brand
name
5.5 case study – Godrej became
Innovation star
5.6 4 P’S OF Godrej Appliances

INDIA LTD.
5.7 Godrej Commercial Refrigerator:-
6 RESEARCH FINDINGS AND 67

CONCLUSION

7 SUGGESTIONS / 73
RECOMMENDATIONS
8 BIBLOGRAPHY 82
9 ANNUEXE 83

List Of Figures
SR NAME PAGE
NO NO
1 16
Scope Of Research
2 Consumer Durable Segment 20
3 Growth In Consumer Durable Segment 22
4 White Good Market In India 23
5 Godrej Companies 33
6 Product Line 34
7 Organizational Structure 35
8 Business 37
9 Godrej Appliances 40
10 Swot Analysis 45
11 Brighter Living 47
12 Market Competitors 52
13 Porter Five Force Model 54
14 Consumer Preference 67
15 Factor Affecting Brand 68

16 Factor Affecting Dealer 69
17 Dealer Interest In Godrej 70
18 After Sales Service Of Godrej 71
19 Consumer Buying Behavior Method & 72

Medium
20 Consumer Buying Behavior preference 75
With Age

Chapter 1:-Introduction
By the way of doing the marketing mix mapping for the Godrej, it will provide
necessary market information, competitors marketing mix strategies and accordingly
comparison can be done and which will ultimately help to offer the product with the
right
combination of the four Ps and with this Godrej can improve their results and marketing
effectiveness in Refrigerators, washing machine and A.C segment´ Consumer durables
Industry is growing at a rapid pace. Price Affordability, Product Awareness and
availability have helped the industry players to generate great business. But doing
business in Indian Market is not easy. Continuous improvement in Product quality and
post sales service at affordable price is common to all Consumer durable manufacturers
across Industry. But the company which would introduce innovative product, with
unique technology and provide convenience by satisfying them with something new
would surely attract customers. Godrej Appliances which is one of he largest Home
Appliances brand in the world. There are more worries than just fierce competition for
Godrej, to get a foothold in an already crowded market. Other cheap Chinese products
have flooded the Indian market over the last few years, leaving Godrej with little
chance for a premium positioning. Trade circles have similar apprehensions, and
fighting this image is taking most of Godrej time in India. Despite this Godrej entered
the Indian market with a premium line of products, which prohibited the brand from
building a mass appeal. Although, there are so many players in the market and there is
enough space for players like Godrej seeing the economy grow at around 8-10%. This
calls reevaluation of Godrej marketing mix strategies in the market.

Chapter 2:- Research Methodology
2.1 PROBLEM STATEMENTS
This Research is mainly dealt with knowing purchase and post purchase behavior of
Refrigerator & Air conditioner.
This Research is focuses on product output which customer get from the product.
This Research is also focus on changing preference of customers because in today’s

time there are so many best option for customer for every electronic product.
This Research also studies that product are reaching up to the expectation of customer
or not.
A electronic product company differentiate its product on different grounds. So we

study that, for which qualities company is advertising, those features that product have
or not.
2.2 SCOPE OF THE STUDY
 This Report will help to understand the consumer behavior towards purchasing a
new Air Conditioner or refrigerator.
 It also opens the various factor which can effect the purchase decision.
 This Report provides a frame of mind of people, what are the exceptions of
consumer and up to how much level these expectation met.
 This Report will be helpful for Retailers and Companies so that they can
understand the consumer behavior and can satisfy the consumer on more better
manner.
 To know whether they recommend to other or not.

2.3 OBJECTIVES OF THE STUDY
 To know race of celebrity in buying decisions.
 To know consumer behavior while purchasing.
 To know what factor affect consumer behavior.
 To know the consumer view regarding service/after sales service.
 To know various strategies used by companies to attract consumers.
 To know the consumer preference.

2.4 RESEARCH METHODOLOGY
TYPE OF RESEARCH DESIGN
The project will certain the drivers Consumer Behavior and

to find the factor which affect purchase of Refrigerator.
The Research divide into two parts : -
 Descriptive research to find the various drives of consumer

Behavior
 Conclusive research to find the factor affecting the purchase.
DESCRIPTIVE RESEARCH
The universe define as comprising of people who had avail, purchase for Refrigerator.
Descriptive Research aimed at finding out the drivers of consumer behavior.
CONCLUSIVE RESEARCH
Conclusive Research consisted of Administer Survey through questionnaire. The

questionnaire mainly had closed end questions.
The Final Questionnaire consisted of questions based on factors affecting the consumer
behavior.

2.5 INFORMATION NEED
Respondent’s Profile
 Number of members in family
 Monthly Household Income
General Information
 Various consumer goods viz. Colour T.V., Refrigerator ,Washing Machine etc.
owned by respondent.
 No. of Refrigerator owned (Nominal Scale & multi-choice)
 From where they get information about Refrigerator(multi optional)
 How much respondents are satisfied by product (multi optional)
DATA COLLECTION FROM PRIMARY SOURCES
The Primary Sources are customer who purchase or going to purchase Refrigerator.
The Universe for the survey is the customer who researches dealer’s shop and who have
Refrigerator in their home. In all, I collect a sample of 150 . Data will be collect
through administrated questionnaires 60 from dealer and 90 from customer.

2.6 Project Methodology
2.6.1 Market Visit and Analysis
 Visited 60 Dealers in surat district.
 Visited varaccha road to get a better understanding of the unorganized air

cooler industry and home appliances industry.
 Mapping of MOP’s of Commercial Refrigerator .
 Mapping of home appliances of Godrej appliances and other brand.
 Purpose-Understanding the Refrigerator Market and Air conditioner completely

through collecting secondary information from dealers and market visits.
 Then Classifying Competition on the basis of their Spec analysis (specification)

along with their concerned company’s name.

2.6.2 Survey and Customer Visit
 No. of respondents of Questionnaire Survey-89 customer & 60 dealers.
 68 were from the general customer, the other 21 were collected from friends and
family.
 Key activities-Designing Questionnaire containing questions which help me to

get primary data on company’s profile, Studying the Consumer Behavior mainly
what the consumer looks for while purchasing the product and their expectations
in the existing and the new product. The data collected was both Qualitative and
Quantitative.
2.6.3 Data Analysis and Interpretation
Analysis and Interpretation of results from the pilot survey and its analysis on excel,
helped me find out the factors that influence the consumers to buy an Refrigerator and
also the factors on which the purchase is made. The consumers satisfaction with the
product and also the new features the consumer wants to see in the product.

2.7 Scope of the Project:
 Understanding Customer needs

 Probe Product Opportunity Gaps
 Gauge Trade Feedback
 Evaluating Competitive Offerings
 Develop New Concept/Ideas
Figure 1 – Scope of research
Product development is the process of designing, creating and marketing new products
or services to benefit customers. Sometimes referred to as newproductdevelopment, the
discipline is focused on developing systematic methods for guiding all the processes
involved in getting a new product to market.
Product innovation is the creation and subsequent introduction of a
good or service that is either new, or an improved version of previous goods or services.
This is broader than the normally accepted definition of innovation that includes the
invention of new products which, in this context, are still considered innovative.
2.8 Limitations of the Project
 As it is a market research and survey, the major drawback would be reliability of

data. Many of them don’t give appropriate and required information which may lead
to a wrong feedback result and in turn a wrong analysis.
 Availability of data is an equally bothering drawback because everybody is not

willing to reveal the information and do not therefore give a proper response due to
time and confidentiality issues.
 Responses are recorded through Questionnaire and the questionnaires maybe long
and a bit redundant, these results in less number of responses from sample
population.
 This study requires a lot of time; hence there would be a question of time constraint.
 Gathering and processing data could be expensive at times.
 The market survey collected was limited to the prospective users of house
appliances in the surat regions. So major institutions and other users of this product
located in these areas were the only lot targeted.

Chapter 3:- Industry Profile
3.1 INDUSTRY PROFILE
The Consumer Durables industry consists of durable goods and appliances for domestic
use such as televisions, refrigerators, air conditioners and washing machines.
Instruments such as cell phones and kitchen appliances like microwave ovens were also
included in this category. The sector has been witnessing significant growth in recent
years, helped by several drivers such as the emerging retail boom, real estate and
housing demand, greater disposable income and an overall increase in the level of
affluence of a significant section of the population. The industry is represented by
major international and local players such as Godrej, Videocon, Voltas, Blue Star,
MIRC Electronics, Whirlpool, etc.
 Indian appliance and consumer electronics (ACE) market reached Rs2.05 trillion
(US$31.48 billion) in 2017.
 It is expected to increase at a 9 percent CAGR to reach Rs 3.15 trillion

(US$48.37billion) in 2022.
 Electronics hardware production in the country increased from Rs1.90trillion

(US$31.13billion) in FY14 to Rs3.88trillion (US$60.13billion) in FY 18 .
Demand for electronics hardware in India is expected to reach US $400 billion
by FY24*.
 Overall consumer durable exports reached US $0.78 billion in 2017 . Consumer

electronics exports from India reached US$ 362 . 12 million in FY 18 and US
$362. 25 million between April 2018 – Jan 2019.
3.2 Evolution Of Consumer Durable Market In India
1980s and early 1990s Pre Liberalisation

 Increased product availability, increased media penetration and advertising
 Closed market

Mid and late 1990s
Liberalisation
 Liberalisation of markets
 Influx of global players such as LG and Samsung
 Shift in focus from promotion to product innovation
Early 2000s
Growth
 Increasing availability and affordability of consumer finance provides impetus to
growth
 Low penetration of high-end products such as air conditioners (<1 per cent)
Late 2000s Consolidation
 Companies look to consolidate market share

 Indian companies such as Videocon gaining global identity
 Increasing penetration of high-end products such as air conditioners (>3 per cent)
 Introduction of new aspirational products such as High Definition TVs (HDTVs)
 Companies targeting high growth in rural market
2017
Onwards
 Goods and Services Tax introduced from July 2017, with most electronics goods
taxed at 18 per cent.

3.3 Consumer Durable Market Segmentation
Figure 2 – consumer durable segments
3.3.1 Consumer electronics key products:-
Colour TVs (CTVs)
 CTVs are the largest contributors to this segment

 Television industry in India is estimated to have reached Rs660 billion
(US$10.19 billion) in 2017 and projected to reach Rs 862 billion (US $13.31
billion) in CY 2020.
 Number of TV households in India is expected to reach 200 million by 2020
Flat Panel Display
 LED/LCD/Plasma television sets present a huge opportunity in India with a

penetration of only14 percent households*.
 Production of LCD/LEDTV as grown fast india from 8.7 million units in FY15
to16 million units in FY18.

 The price decline due to relatively low import duty on LCD
panels ,higher penetration levels and the introduction of
small entry size models are key growth drivers in the segment.
3.3.2 Consumer appliances key products:-
Refrigerators
 This segment made up 27 percent of the consumer appliances market in 2017.

 The market share of direct cool and frost free segment in FY18 is estimate 70
percent and 30 percent respectively.
 Refrigerator market in India was estimate around Rs19,500 crore
(US$3.03billion) and is expected to reach Rs344 trillion ( US$5.34billion) by
2022. Production of refrigerators in India increased 3 percent year-on-year in
FY18* to 11.88 million units.
Air Conditioners (ACs)
 High income growth and rising demand for split ACs are the key growth drivers.
Installed stock of room ACs in India increased from two million units in 2006 to
30 million units in 2017 and is expected to be between 55-124 million by 2030.
 During FY18* production of air conditioners in India increased 4.9 percent year-
on-year to 3.19 million units. Split ACs had a 85 percent market share in FY18 .
Overall room airconditioners market in the country is expected to increase to
7million units by FY21 from 5.5million units in FY18.
Washing appliances

 Production of washing appliances in India increased 5.1
percent year-on-year in FY18* to 5.79 million units.
Washing machine market in India was estimate sale around Rs7,000 crore
(US$1.09 billion) in FY18.
 Fully automatic washing machines are garnering an increasing share of the
market due to reduction in prices and higher disposable incomes.
3.4 Consumer Durable Market current situation
 Appliance and consumer electronics (ACE) industry in expected to grow at 9

percent CAGR during 2017-22 to reach Rs 3.15 trillion (US$ 48.37 billion ) in
2022 from Rs2.05 trillion (US $31.48 billion) in 2017.
 Import of electronic goods reached US $ 53 billion in FY18.
GROWTH IN CONSUMER DURABLE PRODUCTION AS

PER IIP
8.00%
7.00%
6.00%
GROWTH IN CONSUMER
5.00% DURABLE PRODUCTION AS PER
IIP
4.00%
3.00%
2.00%
1.00%
0.00%
FY 13 FY14 FY15 FY16 FY 17 FY18 FY19*
Figure 3- GROWTH IN CONSUMER DURABLE PRODUCTION

 The consumer durables sector in India is expected to grow
8.5 percent in 2018 -19 . Consumer durables index under the
Index of Industrial Production (IIP) has grown 7.5 percent year-on- year between
Apr-Dec2018.
 Imports contributed 20 percent of domestic cmarket for washing machines and

refrigerators and around 30 percent for air conditioners in FY18.
White Goods Market in FY18

(us$billion)
4
3
2
1
0
Washing machines Refrigerators Air conditioners
Figure 4 – white Goods Market In INDIA
 As of FY18 , washing machine ,refrigerator and air conditioner market in India

were estimated around Rs7,000crore (US$1.09billion) , Rs19,500 crore
(US$3.03billion) and Rs 20,000 crore (US$3.1billion) , respectively.
3.5 Major players
Samsung India
Samsung India commenced its operations in India in December 1995, today

enjoys a sales turnover of over USD 1 billion in just a decade of operations in
the country. Samsung design centres are located in London, Los Angeles, San
Francisco, Tokyo, Shanghai and Romen. Samsung India has its headquartered in
New Delhi and has a network of 19 Branch Offices located all over the country.
The Samsung manufacturing complex housing manufacturing facilities for
Colour Televisions, Colour Monitors, Refrigerators and Washing Machines is
located at Noida, near Delhi. Samsung ‘Made in India’ products like Colour
Televisions, Colour Monitors and Refrigerators are being exported to Middle
East, CIS and SAARC countries from its Noida
manufacturing complex. Samsung India currently employs
over 1600 employees, with around 18% of its employees working in Research &
Development.
Whirlpool India
Whirlpool was established in 1911 as first commercial manufacturer of

motorized washers to the current market position of being world's number one
manufacturer and marketer of major home appliances. The parent company is
headquartered at Benton Harbor, Michigan, USA with a global presence in over
170 countries and manufacturing operation in 13 countries with 11 major brand
names such as Whirlpool, KitchenAid, Roper, Estate, Bauknecht, Laden and
Ignis. Today, Whirlpool is the most recognized brand in home appliances in
India and holds a market share of over 25 per cent. The company owns three
state-of-the-art manufacturing facilities at Faridabad, Pondicherry and Pune.
LG India
LG Electronics was established on October 1, 1958 (As a private Company) and

in 1959, LGE started manufacturing radios, operating 77 subsidiaries around the
world with over 72,000 employees worldwide it is one of the major giants in the
consumer durable domain worldwide. The company has as many as 27 R & D
centers and 5 design centers. Its global leading products include residential air
conditioners, DVD players, CDMA handsets, home theatre systems and optical
storage systems.
Godrej India
Godrej India was established in 1897. The company was incorporated with
limited liability on March 3, 1932, under the Indian Companies Act, 1913. The
Company is one of the largest privately-held diversified industrial corporations
in India. The Company has a network of 38 Company-owned Retail Stores, more
than 2,200 wholesale dealers, and more than 18,000 retail outlets. The company
has Representative Offices in Sharjah (UAE), Nairobi (Kenya), Colombo (Sri
Lanka).
Sony India
Sony Corporation, Japan, established its India operations in November 1994. In

India, Sony has its distribution network comprising of over 7000 channel
partners, 215 Sony World and Sony Exclusive outlets and 21
direct branch locations. The company also has presence
across the country with 21 company owned and 172 authorized service centres.
Hitachi India
Hitachi India Ltd (HIL) was established in June 1998 and engaged in marketing
and sells a wide range of products ranging from Power and Industrial Systems,
Industrial Components & Equipment, Air Conditioning & Refrigeration
Equipment to International Procurement of software, materials and components.
Some of HIL’s product range includes Semiconductors and Display
Components. It also supports the sale of Plasma TVs, LCD TVs, LCD
Projectors, Smart Boards and DVD Camcorders.
3.6 Future Prospects
 India is emerging as the third largest internet market and its e-commerce
business is likely to touch Rs 40 billion (USD 742.76 million) in 2015
against Rs 12 billion (USD 222.83 million) at present.
 Also, with mobiles becoming a major medium for advertising and content
delivery, every three out of four users in the country are expected to
access the net through a mobile phone by 2015. During 2012-22,
cumulatively around USD 500 billion of ad spend is expected to happen
on mobile phones, according to industry estimates.
 Moreover, companies in the last decade have positioned tea and coffee as
recreational products, which have majorly attracted younger population.
Growing at a compounded annual growth rate (CAGR) of 20 per cent, it is
expected to touch Rs 330 billion (USD 6.13 billion) by 2015 from the
current level of Rs 195 billion (USD 3.62 billion) (in 2011). Domestic
coffee outlets, which have a lot of appeal for the new generation, are set to
double over 2012-15, majorly driven by the foray of global players such
Starbucks and Dunkin’ Donuts in India.

3.7 Government Initiatives
The Indian Government is majorly concerned about the development of rural

markets and hence, keeps introducing policies and initiatives to encourage their
growth.
 In a bid to make economic development inclusive, the Indian Government

has initiated many schemes and programs that aim at improving the
standard of living in India villages or rural areas. For instance, the
Government launched a time-bound business plan for action called Bharat
Nirman for enhancing the infrastructure in hinterlands. Under this program,
action is proposed in the areas of Water Supply, Housing,
Telecommunication and Information Technology, Roads, Electrification
and Irrigation. The other initiatives are:
 National Policy on Electronics (NPE) 2012 was launched with an objective

to transform India into a global hub for Electronic System Design and
Manufacturing (ESDM) and to expand the manufacturing base of electronic
products in India. Key goals for 2020 are to attract investment of USD 100
billion, enhance exports to USD 80 billion, achieve a turnover of USD 400
billion and create employment of around 28 million
 As per Foreign Trade Policy (2015-2020), the Focus Product Scheme,

Market Linked Focus Product Scheme and Focus Market Scheme are now
under a single MEIS scheme. Export of notified goods (includes Ac parts
and compressors, refrigerating equipment compressors, fully automatic
washing machines and color TV) and Asia-Oceania block) will be payable
as percentage of realized FOB value (in free foreign exchange). Moreover,
there will be a provision for higher level of rewards under MEIS scheme
for export items with high domestic content and value addition.
 According to the Modifies Special Incentives Package Scheme (MSIPS) the

government will reimburse certain taxes and duties for 10 years, amounting
to 20% (SEZs) to 25% (non-SEZs) of capital investment. However, white
goods are not covered in this scheme and are in the draft MSIPS document.
 Zero duty EPCG scheme allows import of capital goods for pre-production,
production and post-production (including CKD/SKD thereof as well as
computer software systems) at zero Customs duty. As per the Foreign

Trade Policy 2015-20 the specific export obligation under EPCG scheme
where capital goods are procured from indigenous manufacturers has been
reduced to 75% from 90% in order to promote domestic capital goods
manufacturing industry.
 An Electronics development fund of USD 2 billion has been created to

promote innovation, intellectual property creation, product
commercialization etc.

Chapter–4: Company Profile
4.1 Introduction about Godrej & Boyce
Godrej & Boyce Mfg. Co. Ltd, today, one of the largest engineering and
consumer Products Company in the country has varied interests from
engineering to personal care products. It is also one of the most respected
corporate houses known for its philanthropy and initiation of labour
reforms besides being recognized for its values of fair, transparent and
ethical dealings. The head office is located at Mumbai - Vikhroli.
Godrej has become a self reliance for decades and the signature of Trust.
For this many years, Godrej has changed in form, function and scope of
application, but one thing never changed the tag of ‘RELIABILITY’ and
‘TRUST’.
It was started in 1897 as a locks manufacturing company & now it has

become one of most accomplished & diversified organization in India.
Godrej has become a successful giant through its commitment of
delivering innovation and excellence to its customer. With the consistent
application of this commitment and over hundred years of ethical business
conduct, Godrej has gained reputation for trust and reliability.
The brand Godrej in mind of people across the country has different
meaning to it. The company has a wide range of products including locks
& safe, Refrigerators, Air Conditioners, Furniture’s, Machinery tools,
Process Equipments, Engineering workstation, Cosmetics, Detergents,
Edible oil, Chemicals & agro products.’
It was the company producing soap without use of animal fat oil for the
first time in the world in the year 1930 & the innovation like this has been
followed by the company for years and now is serving the customers who
need innovations across different businesses. During the Mumbai dock
blast, the Godrej safe was the only security equipment that was not
harmed & from the time it has been expected from each and every product
under the brand name Godrej to be of such quality.

Everlasting locks, Enduring service. Locks are thing that has been started
by Godrej and the locks have become a reflection of trust & confidence
that its customers have seen in Godrej since 1987. From a lock
manufacturing company, Godrej has become a total security solutions
provider.
This is a reflection of the trust and confidence that our customers have
placed in us since 1897. From being a manufacturer of locks, Godrej has
evolved to become a total locking solutions provider with its large range
of products and services to meet expectations of its individual and
institutional customers.
Godrej’s vision has helped it to expand and become successful in different

businesses. It has become one of leading manufacturing company in
products of consumer durables, home appliances, industrial products,
consumer products and agricultural products. The estimate of Godrej
users round the country is 35o million. The Godrej group recently have
entered into market of real estate and information technology and these
sectors are seemed to be of great potential which will benefit the group in
the near future.
Godrej is not only limited to industrial excellence but it also have a

determined man power of men and women, having a vision for
themselves and company and do have different talents, who have helped
in building the business of godrej.
The Godrej Group stands in a strong position today. With annual sales in
excess of INR 8269.39 Cr., a workforce of approximately 20,000, and a
strong diversified portfolio, Godrej has proven its ability to deliver strong
financial performance. Inseparable from daily life in India, the Godrej
name has been built on a spirit of innovation that has made it one of the
country's most remarkable industrial corporations
Strong human relationships built Godrej. So it is not surprising that the

company ensures the welfare of its most valuable asset: the people who

ty
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comprise it. This band extends to distributors, retailers and suppliers as
well, including them into the fold.
Godrej Industries is part of the Godrej Group, a INR 8269.39 Cr.,

conglomerate with more than 109 years of history and a reputation for
quality and integrity. Godrej Soaps Ltd demerged into two entities—
Godrej Consumer Products Limited and Godrej Industries Limited; the
foods business of Godrej Foods Ltd was hived off and taken over by
Godrej Industries. Godrej Properties was established in 1990 as a premier
real estate development company within the Godrej Group of businesses.
Modern and dynamic, Godrej is also a company that succeeds in
endearing itself to the people of India. The secret lies in its ability to never
lose sight of the basic human values it was built on. These are the core
strengths and the very soul of the company.
4.1.1 Story Of Godrej :
4.1.2 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 Indian company to introduce PUF (
Polyurethane Foam)
Introduced India's first and only 100% CFC, HCFC, HFC free
refrigerators
4.1.3 Initiatives:
10 X 10 Vision
INFOR - ERP
Manufacturing Cluster
Business Excellence
Disruptive Innovation
Kaizen
Automation and TPM
Project Management Office
Social Media
India Immersion Program with IIT Chicago
SPRINT Programme
Horizon Programme
Applause – Appreciation Platform

4.1.4 Awards And Recognition:-
 India’s Most Admired Brand Award 2016-17

 National Energy Conservation Award For Refrigerators By Bureau Of
Energy Efficiency (Govt Of India) - 2017
 National Energy Conservation Award For ACs, Refrigerators And
Manufacturing Plants By Bureau Of Energy Efficiency-Govt. Of India
(2015)
 India Design Mark Award For Godrej Edge Pro Semi-Automatic Washing
Machine By India Design Council
 National Energy Conservation Award 2014, 15 1st Prize Refrigerator
 National Energy Conservation Award For ACs, Bureau Of Energy
Efficiency-Govt. Of India (2016)
 Asia’s Most Promising Brand Award (2015, 16)
 ECONOMIC TIMES BEST CORPORATE BRAND AWARD (2016)
 Reader’s Digest Trusted Brand-Gold(2006, 07, 08, 09, 10, 12, 13, 15, 16)
 Golden Peacock Award For Eco Innovation (ACs) (2016)
 Good Design Award For Eon Frost Free Refrigerator And Eon Green
Balance Air Conditioners (2016)

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4.2 Organization
4.2.1 Godrej companies
Figure 5 - Godrej Companies

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4.2.2 Product Line:
Figure 6- Product Line
4.2.3 Organization Structure:
The organizational chart for the Head Office for all the division is the
same. There are 3 main levels in Hierarchy at H.O. for all the division in
Godrej & Boyce. The Hierarchical Structure is shown as follows:
4.2.3.1 Organizational Structure at Head Office

Figure 7 - Organizational Structure at Head Office
From Vice President to business heads they falls in the S & E band which
is the Strategic and Exclusive Band which are the highest in the Band
level formed by the company for employees.
The Organizational Structure at Branch is different from that of H.O. At

branch the Boards are different. The Branch HR does not have separate
division and there are restricted functional when it comes to branch.
4.3 Corporate Profile
4.3.1 Incorporation
Established in 1897, the Company was incorporated with limited liability

on March 3 1932, under the Indian Companies Act, 1913.
Combined Sales – Subsidiaries and Affiliates
The Company is one of the largest privately-held diversified industrial

corporations in India. The combined Sales (including Excise Duty) of the
Company, its subsidiaries and affiliates, during the Fiscal Year ended

March 31, 2015, amounted to about INR 8269.39 Cr.
4.3.2 Board of Directors:
Jamshyd Godrej, Chairman of Board of Godrej & Boyce Mfg. Co.

Ltd.
Adi Godrej, Chairmanof Godrej Group
Nadir Godrej, Managing Director of Godrej Industries & Chairman
of Godrej Agrovet
Kavas Petigara, Chemical Consultant & a businessman
Vijay Crishna, Executive Director of Lawkim Motors Group
Phiroze Lam, Executive Director
Kyamas Palia, Executive Directore (Finanace)
Pradip Shah
Anita Ramachandran
Anil G Verma, Executive Director & President of Godrej & Boyce
Navroze Godrej, Directs strategy & innovation at Godrej & Boyce
Kelki Elavia, Chartered Accountant in Public Practice
4.4 Businesses
Godrej & Boyce Mfg. Co. Ltd., business can be biforgated into Office &
Consumer products, Industrial Products and service department. This
biforgation can be futrther classified as follows:
Figure 8 – Businesses
Godrej & Boyce Mfg. CO.Ltd.

4.4.1 Division under Godrej & Boyce Mfg. Co. Ltd.
1. APPLIANCES (ISO 9001/14001)

Godrej appliance was established in 1958 at Vikhroli, Mumbai and is
presently available in 22 cities all over India in form of Refrigerator
manufacturing company. It currently has more than 2000 appliance team
members and more than 15million patrons.
Products: Refrigerators, Washing Machine, Air Conditioners, Microwave
Oven
2. Godrej Electrical & Electronics

Godrej Electrical & Electronics, a part of Godrej and Boyce group is
recognized as one of the leading technology solution providers in India.
This division basically caters to the needs of Indian and global customers
in the area of energy and environment related issues with complete
installation and maintenance.
They provide all types of engineering services in the area of Electricals,
Electronics, Compressed air technology, Busbar systems, Instrumentation,
Telecommunication, Automation technology, HVAC, Plumbing, Green
building consultancy, Power infrastructure & Renewable Energy.

3. INTERIO (ISO 9001/14001)
Products: Office Furniture, Seating and Desking Systems, Computer

Furniture and Open Plan Office Systems, Office and Home Storewells,
Sofas and Recliners. Home Furniture, Filing Cabinets and Filing
Systems, Book Stacks and Cases, Sliding/Tambour Door Units,
Personal/Industrial Lockers, Customized Storage Systems, Roll-formed
Slides and Components for Furniture
4. LOCKS (ISO 9001)
Every man dreams- but only achiever has the power to transform them
into reality. In 1897, one such achiever, Mr. Ardeshir Godrej, realized
his dreams when he became the first Indian manufacturer to displace
well entrenched foreign brands from the Indian market. The word
‘Godrej’ etched into his metal locks became the symbol of self-reliance
for the generations that followed – the signature of trust. Today, this
dream has gone beyond reality – it has become the symbol of self
reliance for the generations that followed – the signature of trust.
Today, this dream has gone beyond reality – it has become a way of
life.
Products: Padlocks, Ultra locks, Cylindrical Locks, Mechanical and

Electromechanical door locks and related hardware
5. SECURITY EQUPMENT & SOLUTIONS :( ISO 9001 /14001)
As challenges have advanced, so have solutions. Godrej Security

Solutions believes it needs to constantly stay ahead and keep pace with
the latest technology to meet growing needs. This is the reason why they
have always stayed ahead of times by implementing and providing the
latest technologies in our products.
With the pioneering spirit of its founder still the driving force, Godrej
Security Solutions is at the helm of every breakthrough in the country. In

many ways, the company is the security solutions industry oCustomer trust is
legendary. Incidentally, when the Queen of England.
Products: Strong Room Doors, Safe Deposit Lockers, Cash Boxes and
Coffers, Data/ATM Safes, Burglary and Fire Resisting Safes, Record &
Filing Cabinets, Electronic Coffers, Currency Sorters and Cash Counting
Machines. Fire/Security Doors, Fire and Burglar Alarm/Premises Security
Systems, Video Door Phones, CCTV System. Access Control Systems India.
6. PRIMA OFFICE EQUIPMENT (ISO 9001)
Godrej Prima is in the business of Vending, AV Solutions & Batteries.

Products: Office Automation Photocopiers, Fax, Multifunction devices
and Mechanical Typewriters (available in over thirty languages);
Conferencing Products and Solutions Projectors, Video and
Teleconferencing Equipment, Plasma Displays and Electronic
Printboards; Vending Machines.
7. STORAGE SOLUTIONS (ISO 9001/14001)
Godrej Storage Solutions are pioneers, visionaries and market leaders

for over 5 decades in India in the field of Storage & Material Handling
with world-class design, manufacturing, project management,
distribution & after sales support to service all needs.
Products: Multiflex and Heavy Duty Storage Systems, Tool Storage

Cabinets, Gravity-flow, Mobile and Drive-in System Components,
Mezzanine Floors, Cantilever Storage Systems, Workshop Equipment and
Special Solutions.
8. MATERIAL HANDLING EQUIPMENT (ISO 9001/14001)
Godrej Material Handling is the largest manufacturer of material handling

equipment in India. Established in 1963, they provide mobile path
material handling solutions to virtually all industries in manufacturing,
infrastructure, services, aviation, logistics, defence, ports, railways and

power.
Products: Forklift Trucks (Diesel, Electric and LPG) and Attachments,

Container Handling Trucks, Warehousing and Personnel Access
Equipment, Sparc Parts, Services and Maintenance Contracts.
4.5 Godrej Appliances
Refrigerator A.C Washing Machine Microwave Oven DVD
Frost Free Split A.c Fully automatic Convection

Direct Cool Window A.c Semi automatic Grill & Combination
Chest freezer Solo
Steam
Figure 9 – godrej appliances
4.5.2 Refrigerators
Till the 1980s, players like Godrej, Kelvinator, Allwyn and Voltas controlled
almost 90% of the market. Earlier, the white goods sector was categorized as
a luxury goods industry and was subject to oppressive taxation and licensing. The
situation changed after the liberalization of the Indian economy in the early 1990s.
The government removed all restrictions, and now there is no restriction on foreign
investment, and licenses are no longer required. Post-liberalization, a number of
foreign companies entered the market and many domestic players also diversified

into refrigerators. BPL and Videocon who already had a presence in the consumer
electronics market, leveraged their strengths to enter the durables sector.
The refrigerator market has been growing at a rate of about 15% per year, while
the consumer durables industry as a whole has grown at almost 8%. The size of the
refrigerator market is estimated to be 3.5- 4 million units approximately, valued at
Rs 50 billion. The domestic penetration rate of refrigerators is about 9%. The
penetration of refrigerators is considerably higher in urban areas, which account
for 75% of the demand, with rural areas constituting the other 25%. The demand is
also higher in the northern and western parts of the country than in the east. The
south also has high demand as the warmer weather of the south requires a
refrigerator running throughout the year...
4.5.2.1 Classification of Refrigerators
Before starting with the refrigerator technologies, it is important to know what are
different types of refrigerators, so you can get better get the gist of each
technology, specific to the type of the refrigerator. Here is a concise list of
refrigerator types with their prominent characteristics in the increasing order of
volume/capacity:
Compact refrigerator: Also known as bar refrigerator, this is the smallest type of
refrigerator typically coming with the volume in the range of 50 to 100 liters. The
main advantage is that they are cheap and portable. The downside is inefficiency
for the given volume. Very few brands (like Godrej and Haier) offers this type of
refrigerator.
Single door refrigerator: This is the most popular type of refrigerator generally
coming in the capacity range of 150 to 250 liters suitable for a nuclear/small family.
All major brands (with Hitachi being the exception) offers this category of the
refrigerator.
Double door refrigerator (conventional): Conventional double door refrigerator

comes with two doors, with top door occupying less than one-third of the total size,
for freezer while the bigger bottom part for the normal refrigerator. This model
generally offers the largest variety and are usually the most energy efficient for the
given volume. Their capacity range is from 250 lts and above.
Bottom mounted refrigerator: This class of refrigerator contains two doors, but
with the freezer compartment at the bottom. This type of refrigerator is more suited

for the families which use less amount of frozen food as it would avoid the need of
frequent bending for pulling out food from the refrigerator.
Side-by-side refrigerator: In the side-by-side models, the refrigerator is generally

split into two halves, one half with larger space/volume for the freezer and the
narrower another side for the freezer. Also, worth noting is that they usually come
with handy features like inbuilt water & ice dispenser and external user interface
panel.
French door refrigerator: French door refrigerators are usually the biggest and
most versatile class of refrigerator coming with around 3 or more doors. French
door refrigerators are ideal for big affluent families who want to well categorize
their food items and want the best of refrigerator features.
4.5.2.2 Godrej refrigerator

Godrej was the first company to introduce refrigerators in India. Godrej first
introduced refrigerator in India almost 60 years back way back in 1958. Godrej is
easily the best Indian brand when it comes to refrigerators.
Godrej appliances are a part of reputed Godrej group which is in business for more
than 120 years. With the unmatched experience, it offers good series of
refrigerators with single door one’s beings its forte.More than 70% of refrigerators
offered by Godrej are single doors. Though Godrej was once a market leader,
liberalization of economy and entry of global players like Samsung, LG, Whirlpool
etc stiffen the competition and changed the market share dynamics.
Over the years Godrej has worked hard to reclaim the lost ground to foreign
players and is now one of the preferred desi brands. This revival has been made
possible by establishment refrigeration plants in Shirwal and Mohali and then
increasing its capacity. The result is its growth in double digits with a market share
of exceeding 15%. Talking about categorization, Godrej offers three types of
refrigerators.
Direct cool
Frost free
Chest freezer

4.5.2.3 Godrej Refrigerator Technologies
 Cool Shower Technology and Dual Fan for All-around Cooling
 Turbo Chill Mode for Faster Cooling
 JTRT Technology with Air Lock System for Optimized Cooling and Retention
 Energy Efficient LED Lighting with Motion Sensing Zone
 Spacious and Customizable Interiors
 Toughened Glass Shelves to Ensure Longevity of Shelves
 Silver Ions and Anti-B Keeps the Bacteria at Bay
 Zinc Oxide Protection to Avert Rusting
 Digital Touch Control Panel for Complete Control
 Muziplay for Groovy Music While Cooking
 StayCool Technology with Deodorizer – A Perfect Blackout Solution
 Nutrifresh Inverter Compressor
4.5.3 Air Conditioner
With summers in its full swing, many of you would want to purchase a new AC.
Amidst the crowd of 20+ brands in the AC segment, Godrej is one of known
Indian brand. Godrej offers only split ACs. Energy efficiency is one of the key
themes of Godrej air conditioners. In fact, the first inverter AC was launched in
India by Godrej way back in 2005. Godrej has recently launch NXW series catering
premium customers and with 6.15 ISEER, NXW ACs not only meets the 5-star

requirements of the current BEE energy rating norms but even complies with the 5-
star requirement of the proposed BEE rating for 2019. we will cover the latest
technologies that Godrej ACs comes with including the ones offered in the
trending NXW series. Talking about categorization, Godrej offers three types of Air
Conditioner.
Split Air Conditioner
Window Air Conditioner
Invertor Air conditionr
4.5.3 Key Godrej AC Technologies
 Artic Cool Technology and Hurricane Mode for Faster Cooling
 4-Way Air Technology with IAT and UDAT modes
 iSense Technology for Smart Cooling
 Dry mode to Extract Humidity from the Room
 Catechin Filter and Silver Ion Filter with Auto Clean Technology
 Green Balance Technology using R290 Refrigerant
 Aerodynamic Grid Fan and PPC Condenser with Nano Coating
 Inverter Technology with BLDC motors and EEV
4.6 SWOT Analysis

Figure 10 - Swot Ananlysis of godrej and boyce
4.7 vision and mission
4.8.1 Mission, vision & Motto

Vision Of godrej: Godrej in Every Home and Work place.
Mission statement:
 Godrej Mission is to operate in existing and new businesses which capitalize

on the Godrej brand and corporate image of reliability and integrity.
 Godrej objective is to delight it’s customer both in India and abroad.
 Godrej shall strive for excellence by nurturing, developing and empowering
it’s employees and suppliers.
 Godrej entourages’ an open atmosphere, conducive to learning and team
work
 Accelerate the growth of Indian household insecticides market.
 To globalize the business rapidly.
 Enriching Quality of Life Everyday Everywhere.
Motto of godrej: We care the quality of your life.
4.7.2 Values of Godrej:-
•Commitment to Quality

•Customer Orientation
•Dedication & Commitment
•Discipline
•Honesty & Integrity
•Learning Organization
•Openness & Transparency
•Respect/Care & Concern for People
•Teamwork and Trust
Godrej believe in Brighter Living
4.7.3 Brighter Living = Progression + Expression + Empathy + Experience
Figure 11 – Brighter living
4.8 Distribution Channels

They have 150 showrooms in 21 cities. They also have 800 dealer outlets.
West ~ Mumbai, Ahemdabad, Pune, Bhopal, Raipur.
East ~ Kolkata, Ranchi, Patna, Guwahahti, Bhubaneshwar.
North ~ Delhi, Chandigarh, Faridabad-Gaziabad, Luknow, Jaipur.
South ~ Kochi, Vizag, Chennai, Hyderabad, Bangalore
Godrej distributes its products from head quarters located at Piroishanager Vikhroli
Mumbai
4.9 The market insight and factors influencing dealer on Refrigerators
1. No push sale, no need to push these company products, less sales effort: LG
and SAMSUNG Refrigerators created that kind of image in the minds of the
customers, where before making any purchase decision, customer is more
inclined towards the products of these company, and finally whatever the
customer will purchase he/she will definitely have look for these companies
products before making purchase decision. Less Customer Complaints,
Customer Awareness about the Brands.
2. Profitability and holding cost: Better Volume Sale Which Ultimately Leads
to Better Margins, And Better Bargaining with the Companies. And No
blockage of money, stock gets cleared easily.
3. Godrej is having wide product line in refrigerator category which ultimately

gives more option to select from to customers with the latest technology and
features.

4. Godrej is giving extra profit margin as compare to other competitors i.e.
dealer price scheme of 3% + 3% distributors margin+ FOC , and there is
enough possibilities of large sell according to them because of launch of new
product line series in appliances segment.
5. Fair pricing strategies LG and Samsung prices are almost open to everyone
are aware of dealer price and customer price.
6. Samsung Loan Mela and LG No Filing Charges, No Interest Finance
Scheme on Refrigerators Is Creating Good Response among Customers.
4.10 Technology product study with other brands in refrigerator

4.10.1 Whirlpool :-
 Seal Fresh Technology for Preserving Veggies for 12 days.
 Variety of Crisper Styles for Segregating Vegetables and Fruits
 Food Organization Made Easy with Flexible Adapt Shelves and Multi Utility
Box
 Automatic Water and Ice Dispenser
 Uniform Cooling with Lamina Airflow, Fresh Airflow and Dual cycle Dual Air.
 Faster Freezing with Deep Freeze
 Anti-Bacterial Micro Block Technology with Freshonizer and Deodorizer
 Insulated Capillary and Chilling Gel for Cooling Retention During the Power
Cuts
 Stabilizer-free Operation to Reduce Dependence on Dedicated Stabilizer Digital

Touch Control Panel for Complete Control
4.10.2 Samsung technologies:-

 Convertible 5-in-1 to Fulfill All Your Cooling Requirements
 All-around Cooling with Active Fresh Keeper to Safeguard from Bacteria
 Sleek Design and Space Max Technology
 LED: Beautiful Yet Intuitive Display + Bright But Efficient Lighting
 Inbuilt Water & Ice Dispenser with Power Cool and Power Freeze
 Cooling Pack plus Cooling Wall and Stabilizer-free Operation – A Perfect

Blackout Solution
 Toughened Glass Shelves to Hold Heavy Items

 Digital Inverter and Solar Connect to Conserve Electricity.
4.10.3 Godrej Refrigerator Technologies
 Cool Shower Technology and Dual Fan for All-around Cooling
 Turbo Chill Mode for Faster Cooling
 JTRT Technology with Air Lock System for Optimized Cooling and Retention
 Energy Efficient LED Lighting with Motion Sensing Zone.
 Spacious and Customizable Interiors
 Toughened Glass Shelves to Ensure Longevity of Shelves
 Stay Cool Technology with Deodorizer – A Perfect Blackout Solution.
 Silver Ions and Anti-B Keeps the Bacteria at Bay

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4.11 Godrej Service Advantage
 Widest network with 660 service centers and 4500 smart buddy technicians.
 24x7 service at your call in up to 12 languages.
 160 smart godrej mobile service vans.
 Godrej complete satisfaction number is enable the customer to rate the

service offered though the unique number
 Oct 15: Videocon planned an investment of USD76.38 million to set up

mobile handset assembly plant in Punjab.
 June 16: Godrej announced its plans to invest USD29.87 million to enhance
production at its Punjab & Pune’s home appliances manufacturing facilities
 Jan 16: Samsung India Electronics expanded its Smart Class Initiative across
the West-Bengal
 Feb 16: Whirlpool Corporation announced investment of USD40.6 million

in its dishwasher manufacturing facility, at Ohio.
Compitetor Godrej Samsung LG
S.k. Patel Institute Of Management And Computer Studies

Hairer whirpool voltas
53
Name
Ownership Indian Korean Korean Chinese USA Indian
Target Lower Middle Middle Middle class Lower Commercial

group middle class and class and and high class middle class Refrigirator
class upper upper and middle
and class class class
middle
class
familes
Key Older Worldwid Long Diversificatio International Local

success and e image history n and brand ,long branding
factor reputed with good and international history,long stargy with
brand of brand worldwid brand image experince good
India image e image financial
reputed
background
of Tata
group
Pricing Average Average Average High Average Low and

& High Average
Revanue 323 us$ 290 us$ 432 us$ - - 960 us$

(2015) (2018) (2018)
From this table, we can see the different aspects of competitors to be clearer
Figure 12 – market compression of Refrigerators
Chapter 5:- Theoretical Aspect of Study

5.1 Chi Square Test
A chi square (χ2) statistic is a test that measures how expectations compare to actual
observed data (or model results). The data used in calculating a chi square statistic must
be random, raw, mutually exclusive, drawn from independent variables, and drawn from
a large enough sample. For example, the results of tossing a coin 100 times meet these
criteria.
There are two main kinds of chi square tests: the test of independence, which asks a
question of relationship, such as, "Is there a relationship between gender and SAT
scores?"; and the goodness-of-fit test, which asks something ike "If a coin is tossed 100
times, will it come up heads 50 times and tails 50 times?"
5.2 Bar Graph And Pie Chart
A pie chart (or a circle chart) is a circular statistical graphic, which is divided

into slices to illustrate numerical proportion. In a pie chart, the arc length of each
slice (and consequently its central angle and area), is proportional to the quantity it
represents. While it is named for its resemblance to a pie which has been sliced,
there are variations on the way it can be presented. The earliest known pie chart is
generally credited to William Playfair's Statistical Breviary of 1801.[1][2]
Pie charts are very widely used in the business world and the mass media.
[3]
However, they have been criticized,[4] and many experts recommend avoiding
them,[5][6][7][8] pointing out that research has shown it is difficult to compare
different sections of a given pie chart, or to compare data across different pie
charts. Pie charts can be replaced in most cases by other plots such as the bar
chart, box plot or dot plots.
5.3 porter five force model

Figure 13 – porter five force model on consumer appliences industry
Competitive Relativity
 Continuous innovation leads to intense rivalry
 Homogeneity in product and low switching cost
Threat Of New Entrant
 Highly capital intensive
 Major players have developed brand equity
 Brand loyalty is moderate.
Substitute Products
 Technology advancement
 Buyers have huge propensity to substitute
Barging power of supplier

 Product differentiation is very low
 By changing the input, firms cannot drastically

 differentiate on price
Barraging power of consumer
 Use of Internet to get all the information enables

 customers to be powerful
 Buyer’s switching cost is very less
5.4 Case studies
THEPROBLEM
Despite the strong brand name, people were turning away from the company's
products
Executive Summary: Godrej Appliances, started in 1958, dominated

the consumer durables market for decades, especially in refrigerators. But
gradually it grew complacent and lost touch with its customers. Liberalisation and
the entry of foreign players saw its market share in the segment drop by half. This
case study describes how the company reacted to the situation, re-branded its
products, and fought its way back.

The findings of a series of market surveys stunned the top management of Godrej
Appliances, one of the leading companies of the Godrej group.
They said the company and its products were not connecting with young people.
The average age of its customers was 35 to 45 years - a serious impediment in a
country with 45 per cent of its population below 25. Worse, they claimed, it was
not even perceived as a technology brand - the market did not think its products
incorporated the latest advances in technology.
The year was 2005. The surveys had been commissioned to figure out why Godrej
Appliances was losing market share. No doubt competition had stiffened following
liberalisation and the entry of aggressive foreign players, especially Korean brands
like LG and Samsung, and the Japanese like Akai and Aiwa. But Godrej executives

had never imagined that such a yawning gap had grown between perception and
reality.
"There was little or no difference in terms of technology between us and the

foreign players," says Ramesh Chembath, Assistant Vice President, Marketing,
Godrej Appliances. "Yet the youth considered us a momand-pop brand."
A front loading washing machine was launched in 2010 with

an upward facing tilted drum so that the user does not have to
sit while loading or unloading clothes
Founded in 1958, Godrej Appliances had been the largest and
most popular consumer durables company in the country. For
many years it sold only a range of refrigerators, but added
washing machines to its product line in 1996. Though market
share in refrigerators hovered around 27 per cent - there were
rivals even then, indigenous ones like Kelvinator, Videocon, Whirlpool and Voltas
- Godrej was always among the top three players.
"Demand used to outstrip supply by a large margin even though our Mumbai
factory ran to full capacity," says Chembath. For many years, customers had to put
up with a waiting period of 30 to 45 days.
While matching Godrej in the quality of their products, the new foreign players
also employed advertising blitzkriegs, attractive packaging and aggressive pricing
strategies to push sales.
"At one point, Godrej's products were priced 15 per cent higher than similar
products offered by foreign players," says Chembath.
Slowly, Godrej's market share began to fall. The management remained

complacent, calling it a temporary blip, unable to believe that customers would
abandon a brand they had trusted for generations in favour of relatively new and
unknown brands.
THE CHALLENGE
The market had turned competitive and Godrej could not connect with young
buyers

It also drew comfort from the fact that LG's first foray into India - in 1993, then
sporting its original name, Lucky Goldstar - had been a failure. But LG's second
coming, in 1997, proved to be completely different. By 2000, Godrej refrigerators'
market share had fallen by half - to 13 per cent.
An alarmed Godrej management's first few attempts to turn the tide ended in
failure. It introduced some innovative technologies like 'Penta Cool' in refrigerators
- which provided cooling from five sides, unlike others those days whose cooling
came only from the back of the refrigerator - but failed to arrest the decline.
To shore up its overall market share in consumer durables - and also address a
long-standing complaint of dealers that Godrej Appliances' portfolio of just
refrigerators and washing machines was too limited - the company began selling
air conditioners from 2004 and microwave ovens from 2005.
An alarmed Godrej management's first few attempts to turn the tide ended in
failure. It introduced some innovative technologies like 'Penta Cool' in refrigerators
- which provided cooling from five sides, unlike others those days whose cooling
came only from the back of the refrigerator - but failed to arrest the decline.
To shore up its overall market share in consumer durables - and also address a
long-standing complaint of dealers that Godrej Appliances' portfolio of just
refrigerators and washing machines was too limited - the company began selling
air conditioners from 2004 and microwave ovens from 2005.
"The idea was to muscle out the foreign brands in market share, deepen our
engagement with customers and get an upper hand in trade negotiations with
channel partners who wanted to sell a full bouquet of our products," says
Chembath.
But neither of the two new products made any impact. Even at the height of the
crisis, still, Godrej refrained from cutting prices to match those of its foreign
competitors.
"Slashing prices was an option, but we realised it could not be a long-term
solution," he adds.
THE WAY OUT

Introduce better technology, more products, re-brand products to appeal to the
youth

So what did Godrej Appliances finally do?
It set about overcoming the two drawbacks the surveys had pinpointed: the
misconception about its technology use and its lack of youth connect.
From 'Penta Cool' it moved on to introduce the 'cool shower technology' in its
high-end refrigerators, that took into account the Indian habit of overstuffing
them.
While most rivals provided five to 10 cooling vents, depending upon the
refrigerator's size, Godrej added several more, providing extra cooling which
prolonged the shelf life of perishable food items.
In the past five years, Godrej Appliances has posted

a compound annual growth rate of 35 per cent. It
began selling microwave ovens in 2005, and now
has a range of them
Similarly, in 2008, it launched washing machines
with built-in intelligence which enabled them to
temporarily stop working - going into 'sleep' mode -
as soon as water or power supply was interrupted,
only to resume functioning, from the point at which it had stopped, once the supply
returned. For Indian consumers, plagued with taps suddenly running dry or power
unexpectedly going off, this was a huge convenience.
In 2010, it came up with a fully automatic front-loading washing machine with an

upward facing tilted drum so that the user does not have to sit down while loading
or unloading the clothes being washed.
Again, in 2006, it was the first to introduce an air conditioner, or AC, with a
compressor that ran at different speeds depending on room temperature, thereby
reducing power consumption by about 30 per cent compared to other products,
where compressors run at a single speed.
To woo the youth, Godrej turned to design specialists to suggest shapes and
colours that would make their products look sleek and appealing. "We emphasised
making our products look contemporary," says Kamal Nandi, Vice President,
Marketing and Sales, Godrej Appliances. "We gave our brand a sheen of
technology by telling consumers about the presence of other Godrej companies in
hightech areas such as aerospace and industrial equipment manufacturing."

To address the market better, Godrej Appliances also began differentiating its
product offering, providing different models for different socio economic groups.
The high-end 'cool shower technology' refrigerators were given the label Eon. For
the mid-market segment Godrej launched the brands Edge and Axis, while for the
cost conscious mass market, it had Neo.
In the months that followed, it did the same with its ACs, washing machines and
microwave ovens. "We identified a specific need for each category and products
were developed around these needs," says George Menezes, Chief Operating
Officer, Godrej Appliances.
Despite the crowded consumer durables field, the strategy is working. From the
nadir of 13 per cent market share in refrigerators, Godrej has climbed to 17.2 per
cent for the 12-month period ending September this year, despite the entry of three
new multinational players - Sharp, Panasonic and Hitachi - in the last four years.
The Eon brand has been particularly successful, even though it costs five to 30 per
cent more than similar products of rival brands, and contributes roughly 30 per
cent of the company's total revenues. "That is why our media advertisements are
focused only on the Eon brand," says Menezes. However, Godrej is still behind
refIn washing machines, Godrej's market share has jumped from six per cent in
2008 to 11 per cent this year. In ACs, Godrej's share is the fastest growing, having
risen from 3.5 per cent in 2005 to seven per cent now.
Overall, in the past five years, Godrej Appliances has posted a compound annual
growth rate of 35 per cent, much higher than the 17 per cent growth rate of
consumer durables industry. It hopes to close the current financial year with a
market share of 6.9 per cent in the consumer durables category and revenues of Rs
2,400 crore - up from Rs 600 crore in 2006/07. This puts it in fifth position in the
sector behind market leader LG, with 30 per cent share, followed by Samsung,
Videocon and Whirlpool.rigerator market leader LG with 36.7 per cent share.
The pinnacle may still be some distance away, but the progress made is significant.
Equally important, Godrej Appliances's average customer is now in the 25 to 35
age bracket. Within the company the emphasis is now on product expansion and
innovation, with a 100-member multi-generation product planning team having
been set up for this purpose.
"We are spending close to five per cent of our annual turnover on research and

product development activities," says Nandi.
Godrej added around 100 new stock keeping units - or innovations under various
categories - to its portfolio in 2010.
THE SUCCESS
Success Acquired a youthful tech image, recaptured signifi cant market share in
refrigerators
5.5 Case Study 2:-

How Godrej Became An Innovation Star
Nathan Furr and Jeff Dyer Contributor
Godrej & Boyce Manufacturing is a 115-year-old company that sells consumer
goods in India, most notably household appliances. For years it succeeded by
bringing technologies developed abroad, such as refrigeration, to the wealthiest
segment of the population. But as low-cost competitors from elsewhere in Asia
entered India, Godrej’s market share began to erode. As company leaders looked
for ways to respond, they decided to create products that targeted “non-
consumption”—meaning Indians that simply couldn’t afford appliances. For
example, they observed that 80 percent of Indian households lack refrigeration—
and identified that as an opportunity. As a company run for more than a century
according to the best b-school thinking (it is no. 24 on FORBES’ 2015 most
innovative growth companies list), it immediately leapt to developing solutions. As
Navroze Godrej, director of special projects, recalls, “We imagined we would be
making a shrunken down version of a refrigerator. Make it smaller, make it
cheaper. And we had preconceived notions of how to build a brand that resonated
with these users through big promotions and fancy ad campaigns.”
To reinvent their business, Godrej utilized a set of common innovation steps that
we describe in our research for The Innovator’s Method—steps that help leaders in

established companies turn innovative ideas into innovations. In this case, the
Godrej team decided to first try to understand the problem deeply. As the team
members traveled all over India, they were shocked by how wrong their initial
guess had been. As Navroze Godrej recalled, it was a “long and fascinating
journey. We were surprised by many things, we were shocked by many things.”
As they talked to customers they realized that women managing households in

rural India faced many challenges. One was that they could not store food, so they
had to buy and prepare it every day, something that was time-consuming and
expensive. Moreover, most potential customers had intermittent power, and that
would rule out a standard refrigerator. Furthermore, if the refrigerator broke down,
the cost of repair would likely be prohibitive, because there were few local repair
shops or servicers in rural areas. As Navroze Godrej recalls, “With all this
information we realized our original hypothesis was quite wrong. We knew we
couldn’t just repackage and reconfigure an existing refrigerator and just pass that
off.”
Based on their deep understanding of customers’ needs, the team explored

solutions and tested a number of prototypes with customers. They discovered that
the customer group they were targeting needed much less space than that found in
a traditional refrigerator. The target customer simply couldn’t afford to buy, and
store, large amounts of food. They also learned that the refrigerator needed a
battery to operate during power outages, and given the 90 degree or higher heat in
some regions of India, it would be critical to minimize cooling loss when the door
was opened.
So the team evolved a solution more akin to a cooler: The ChotuKool (which
means “little cool” in Hindi) opens at the top, preventing cold air loss, and cools
with solid-state thermoelectric technology rather than the familiar compressor.
Furthermore, they placed all components, including the battery, in the lid, so that
they could easily be removed for servicing.
Because the team appeared to have created a solution that customers wanted, most
companies would assume it had succeeded and would assimilate the product into
its existing business model—its approach to communicating with and capturing
value from customers. Unfortunately, such an assumption often kills innovations.
For example, Godrej originally assumed that it could simply “launch the product
the way we used to with a big advertising campaign.” But as team members talked

to customers, they realized that for their women customers, their local community
and support groups played a much more powerful role in their purchasing
decisions. If the ChotuKool team was to succeed in convincing women to buy the
product, it needed to find out how to market to these women.
The team conducted a number of business model experiments. In one test of the
business model, it “launched” the new ChotuKool at a village fair attended by
more than six hundred women and the local support groups. It was in the
discussions at the fair that the team discovered both how best to communicate with
this customer segment (which message, which channels). They also discovered
that, given the low household incomes among their target customers, the price of
ChotuKool would probably need to be roughly $50—and even then a large
percentage would need financing.
Adi Godrej, Chairman of the Godrej Group, an Indian business conglomerate,

speaks during a session at the World Economic Forum on East Asia in Jakarta,
Indonesia, Tuesday, April 21, 2015. (AP Photo/Achmad Ibrahim)
This pricing constraint meant that the traditional appliance supply chain (which
had been operating for fifty years) did not work well for distributing a low-cost,
low-margin product to customers in rural areas having few appliance stores. The
team experimented with several approaches, talking to as many people and experts
as possible to find ways to solve the problem. Finally, the team had a breakthrough
when G Sunderraman, Godrej vice president and leader of the chotuKool project,
sat next to a university vice chancellor on an airplane. As Sunderraman talked to
the vice chancellor about obtaining application forms for his youngest son, the
university official pointed out that Sunderraman could get the forms at any post
office. It dawned on Sunderraman that the post office—which had offices in every
area of rural India—might be an ideal distribution channel for chotuKool. Indeed,
upon further exploration the Godrej team learned that in rural areas the postal
representative is treated like a trusted friend and may even be invited into the
house for tea. At this moment the team realized that it could effectively turn postal
officers into the sales channel and leverage the post office to create an entirely new
distribution chain.
The result: Chotukool has won an Edison innovation award and is selling briskly
throughout India. But perhaps more importantly, Chotukool was the test case to
bring design thinking and lean start-up experimentation to Godrej—tools that are

transforming the company into an innovation leader. Indeed, Godrej’s innovation
premium has jumped by over 50 percent in the past 5 years and it is now among
the innovation stars on this year’s most innovative growth companies list.
5.6 4 P’S OF Godrej Appliances INDIA LTD.
PRODUCT:
In India, Godrej was first which introduce refrigerators and other home appliances
were long known before the 1990s; Godrej products stand out for innovative
approaches to specific Indian contexts, and for a focus on customer relevant
technology. One of its earliest product-innovations specifically addressed the
sizeable segment of customers who bought smaller sized refrigerators. Godrej
realized that a customer in ?India has only 20% have refrigerator in home and
target the rural segment with chottu cool who bought a small capacity refrigerator
would probably require greater options in storage of fruits and vegetable to rural
Indian market Subsequently, Godrej introduced its Pentacool tecnology
refrigerators which made ice faster than other brands. In washer products, Godrej
was again the first to come out with automatic washing machine that did away with
the hassle of shifting clothes from one tub to another. Godrej has a wide product
portfolio ranging from air-conditioners to micro waves. Whirlpool’s future
products will be designed as an environmental friendly product in accordance to
customer expectations.
PROMOTION:

Godrej promotion strategy has introduced unique values in the home appliance
market. As recently as the early 1990s, most consumer durables were promoted
just as desirable accessories, and the purchase decision crystallized through the
male breadwinner in the Indian family. Godrej promotions broke new ground with
reference to each of these longstanding premises in the Indian consumer market.
Godrej created its marketing position around the tagline, “Soch Ke Banaya Hai”.
Based upon this premise, Godrej promotions encouraged and helped to build the
surety of qulity of product This strategy also took godrej to the core of every
home, as envisaged in the mindset of customers, thereby enabling instant
connection with the brand. In the process of establishing such an emotional
connects with the customer. Godrej strategy of reaching out to its customers in
unique ways was followed even in media .It changed the media trend for consumer
durables advertising in India, which hitherto was heavily skewed towards print.
Godrej was the first home appliances brand to orient its promotions towards
television advertising.
PRICE:
Godrej India Ltd. has changed its strategy from being a premium-player to amass-
player. Godrej has been concentrating on becoming a brand for the mass-market
and hence has introduced its products in all price categories. In order to increase
their profit, they try to reduce their cost. Some of their actions are they closed
several plants and streamlined organization in several group. Knowing the market
well, structuring the elasticity and keeping an eye on competitors by Godrej has
implemented a customer-centric strategy that focuses on making sure their
products are appropriate for the Indian consumers. Different versions of their
products are priced differently, but not according to differences in their costs.

PLACE:
Godrej aims at globalization to obtain more market share in home appliance
industry by expanding globally. In Asia, where considerable perceived profit is
locate. Asia is a promising market with great potentiality, where the population is
huge while the labor is cheap compared with Europe and North America. Godrej
put more efforts on its major markets (India)to ensure its market position and
profit, meanwhile, the investment in new market to support the globalization
strategy should be undertaken cautiously and strategically according to the
economy and resource condition and related cultural issues. Asia, Europe, Latin
America and North America are the most profitable market for where Godrej is
operating. Godrej India is also one of the largest exporters of home appliances
from India. Godrej have three World class factories manufacturing a wide range of
Refrigerators and Washing Machines .Their appliances are exported all over the
globe from Australia & New Zealand in the East right up to Central America and
the Caribbean islands in the West. Apart from World Class factories, Godrej has
also set up its Global Product Development Centers in India where hundreds
of engineers and technicians are working round the clock, developing product
designs for the entire Godrej world.
5.7 Godrej Commercial Refrigerator:-
Godrej introduced product range of the chest freezer in their product portfolio with
both single door and double door range with the glass top and 2in 1 cooler combo.
To capture the market of commercial refrigerator and give the direct compition to
Blue Star and Voltas and it work with share some part of this segment. At this
point of time Godrej has no 10th position in this segment of market Godrej need to

improve their market share in this segment with improve marketing and been
differen ion in market.
5.7.1 Godrej technology benefit in chest freezer:-

Godrej is only brand which provide the D- Cool Technology which give
refrigerator more surface contact and high refrigeration efficiency and heat
exchange area with compare to other brand. Godrej also gave convertible
technology which can used either cooler or freezer.
Chapter 6:- Reserch And Finding Conclusion
6.1 Findings & Analysis
Preferred brand in the last purchase

Preferred Brand In Last Purchase
Other
10%
Godrej
32%
Samsu
ng
30%
Wirlpo
LG ol
13% 15%
Figure 14 – customer preference
Out of people surveyed 32% Godrej in their last purchase, and this preference was
mainly for refrigerators. 15% of the people surveyed opted for wirpool, 13% LG &
30% Samsung and 10% other brands..
Factors affecting their preference for preferred brand
5 4.4
4.5 4.3
4
4 3.5
3.5 3 3.2
3
2.5
2
1.5
1
0.5
0
Brand Name Price Features Maintainance After Sales Less power
Searvice Consuption
Factor Affect the Prefernce of Brand

Figure 15 – factor affecting the brand
Brand name matters always that’s why most of the companies which was opted by
the customers they preferred because of the brand name the market leaders like LG
, Samsung is dominating because of their aggressive brand building exercise.
After this service factor comes in the pictures, for each surveyed brand people
preference
revolves around two major factor brand image and service. consumer durables
represents
lifestyle and if a person wants to purchase any consumer durable item he/she
prefers those products which is already established, or in other worlds which gives
them a ³proud
to own´ feeling. People opted Godrej in the attributes like product features, it
represents if the product features of Godrej can be communicate suitably, there is
much more potential in the brand itself. This also suggests that Godrej needs to
push products before a customer enters inside the store; it will enhance the brand
value and will push the brand sale as well.
Factors affecting dealers focus on brand

Factor affect the dealer
credit
facility
21%
margin
45%
service
12%
company
policy
23%
Figure 16 – Factor affecting the dealer
From the above pie chart it is showing what the factors which are affecting the
dealer focus towards the brand, no doubt the profitability is the first factor but this
other factors
also affect overall focus of the brand . Like from this market insight it is clearly
coming out that in city like surat dealers don’t want to put more effort to sell brand
they are happier if the brand it is getting sold itself in the market. This is clearly
evident that despite having good product line, better marketing support from the
LG and Samsung, still 30 out of the dealers surveyed said that they are focusing on
Samsung because they don’t want to give much more effort to sell it. It clearly
suggests that now it is time to create the brand awareness, and push products
before a customer enters in to store.

Interested in Godrej
Dealer Intrest In Godrej
25% intrested
not respond
mixed reaction
12% 63%
Figure 17 – dealer Interest in Godrej
Visited 38 dealers responded positively for Godrej and 7 dealers are not respond
properly, other these 15 dealers gave mixed reaction.

After sales service of Godrej
After sales service
Satisfied
22%
Netrul
38%
Highly
satisfied
15%
Dis
satisfied
25%
Figure 18 – After Sales Service in Godrej
Service arrangements need to be strengthen, still people thinks that because the
company need to increase the brand awareness to compete with other player and
Company need to targeted youth and talk to youth , if they will purchase any
product they will not face any service problem in future. Customers in rural areas
are not aware of the service call center facilities and don’t know how do it,
customers passes the complaints to dealers, and dealers to distributors, and finally
distributors has to log this complaints to the call center, which creates overburden
for them.
Godrej took the good steps to improve the service further it take more this steps to
improve service. Godrej can improve their sales service with the starting of express
service in which they can do the service within 5 to 6 hours from the complaint is
registered.

Testing of Hypothesis
There is a relationship between the Payment method and the Medium Of Buying.
To test the hypothesis, the researcher has used Chi square test.
Chi-Square Test
Frequencies
Preference medium
Observed
N Expected N Residual
Online 18 29.7 -11.7

Payment method
Retail Outlet 57 29.7 27.3
Company Observed N Expected N Residual

14 29.7 -15.7
Showroom Cash Payment 22 29.7 -7.7
Total 89 Monthly EMI 56 29.7 26.3
Credit/Debit
11 29.7 -18.7
card
Total 89
Test Statistics
Preference
medium Payment method
Chi-Square 38.045a 37.101a
df 2 2 Figure19– Consumer Baying Behavior Preference Medium
Asymp. Sig. .000 .000
a. 0 cells (.0%) have expected frequencies less than 5.

The minimum expected cell frequency is 29.7. Interpretation:-

Preference Of Consumer Baying Behavior medium and payment method At 5%
level of significance, the calculated value of Age and Medium of Buying factor is
less the table value. Therefore the hypothesis is accepted.

Testing of Hypothesis
There is a relationship between the Age factors and the Medium Of Buying . To
test the hypothesis, the researcher has used Chi square test.
NPAR TEST
/CHISQUARE=Age Medium of Buying
/EXPECTED=EQUAL
/MISSING ANALYSIS
/METHOD=EXACT TIMER(5).
Chi-Square Test
Frequencies
Age
Observed N Expected N Residual
18-40 39 30.0 9.0 Medium Of Buying
41-60 41 30.0 11.0 Observed N Expected N Residual

60 and
10 30.0 -20.0 online 15 30.0 -15.0
above
Retail 60 30.0 30.0
Total 90
Company 15 30.0 -15.0
Total 90
Test Statistics
Age Medium of Buying
Chi-Square 20.067a 45.000a
df 2 2
Asymp. Sig. .000 .000
Exact Sig. .000 .000 Figure20– Consumer Baying Behavior Preference with age
Point Probability .000 .000

Interpretation:-
a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected
cell frequency is 30.0.
At 5% level of significance, the calculated value of Age and Medium of Buying

factor is less the table value. Therefore the hypothesis is accepted.
CHAPTER7:- Suggestion and recommendations
 In surat market dealers don’t want to put direct push effort on brands that’s
why unlike other cities market where if a dealer deals in LG they prefer not
to deals with its direct competitor Samsung, but in Gujarat every dealer is
having collection of brands, they want to be ready for everything like
whatever customer demands they can easily find out in their store. Currently
Godrej is available with most of the major dealers in surat, Godrej needs to
focus on those dealers also where it will not face direct competition with LG

and Samsung , a small and dedicated brand dealer will work not only for
margins but they also can see the future opportunities in form of Godrej.
 Good thing about Godrej is that they got somehow success in positioning
themselves as a quality brand the customer survey and the dealer¶s survey
tells the story about it. People perceived Godrej as a good product quality
brand. If this can be associated with better pricing also there will be
immense possibilities for Godrej. Need to create a value for money brand
image which can give good product quality at affordable prices.
 Godrej needs to build strong dealer relation in order to provide better place´
strategies for the brand. Godrej lacks in company support in after sales
service factors and most of the existing dealers in the dealer survey. Godrej
lacks needs to do this in order to regain dealer support.
 Service arrangements need to be strengthen, still people thinks that because

the company need to increase the brand awareness to compete with other
player and Coumpany need to targeted youth and talk to youth , if they will
purchase any product they will not face any service problem in future.
Customers in rural areas are not aware of the service call center facilities and
don¶t know how do it, customers passes the complaints to dealers, and
dealers to distributors, and finally distributors has to log this complaints to
the call center, which creates overburden for them.
 Any one accepts that as a fully fledged brand, godrej can only compete with
the Korean giants LG and Samsung. Product lines and variants in the

refrigerators should be increased to give wider option to choose from to the
customer because the Godrej refrigerators could be proved as a benchmark
product for Godrej because of its unique differentiation with others.
 Most of the products are simple in looks, in refrigerators segment even the
logo on refrigerators are not attractive as compare to others.
 Godrej should adopt aggressive marketing strategies to cut down

competition and visibility at market place.
 Appropriate product knowledge should be given by the company to dealers

and to dealers to create awareness towards quality.
 Products should be more attractive refrigerators looks very simple and

ordinary especially direct cool refrigerators Entry level Refrigerators can do
better because of price and capacities.
 Godrej has good presence in the market but one thing is also evident that
Godrej is present in major counters with LG and Samsung, Godrej also need
to focus on those dealers were it will not face direct competition with LG
and Samsung. Competitive strategy should be like this where first Godrej
should wipe out smaller brands compare to LG and Whirlpool because this
brand also have market share larger than Godrej, and Godrej is not in
competition of LG and Samsung it should target on brands like Whirlpool ,
TCL first, so it can compete the bigger brand later on.

 Godrej took the good steps to improve the service further it take more this
steps to improve service. Godrej can improve their sales service with the
starting of express service in which they can do the service with in 5 to 6
hours from the complaint is registered.
 Godrej can improved their market share in the chest freezer category by the
promoting their D Cool technology and can give the demo of Chest freezer
and explaining the benefit of Godrej chest freezer with the help of
animination in the showroom by comparing Godrej D Cool technology with
other brand o type refrigeration technology.

CHAPTER 8 :- CONCLUSIONS
First of all I’m thankful to my collage placement codinator and our Godrej
marketing head who give me such a wonderful opportunity to learn about
the practical aspects of knowledge. I would finally like to conclude the
project on “Market Mapping And Behavior Of Consumer And Dealer
In Refrigerator Segment” with the Godrej appliances with the great
experience taken as a part of internship.
In the above study of we find out the some of major problems which Godrej
have to be rectified such as Godrej need to work on to improve their After
sale service because in the rural area customer not aware about the customer
care number they complain to dealer and dealer not passed complain to the
company that’s why service can delayed that miscommunication gap need
the Godrej can rectified. In the Chest freezer market Godrej need to increase
their share in the market by the help of their D-Cool technology such has
Godrej need to promote that technology and show the comparison of that
technology with the O shape technology with the help of animination.

Learning’s
 Learn the different type of service and product offered by Godrej

Appliances.
 Observe the consumer behavior in the consumer appliances market.
 Observe the potential of the each market area.
 Learn the market mapping techniques.
 Learn the new technology which emerging in consumer durable market.
 Learn the disruption innovation which can help the brand to stable in market
and make other non target segment in into the target segment.

Bibliography
http://www.godrej.applicences.com
http://www.ibef.org
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godrej-efforts-to-be-in-the-big-
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sa=t&source=web&rct=j&url=https://www.thehindubusinessline.com/companies/godrej-appliances-
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https://www.jica.go.jp/india/english/office/topics/100517.html

Survey on consumer behavior on Refrigerator
Name:-
Mobile Number:-
Age:-
A) 18 to 40 B) 41 to 60 C) 60 and Above
1. Which company refrigerator do you have in home?
A) Samsung B) Whirlpool C) Godrej
D) LG E) Other
2.Which factor are responsible to select the product?
A) Brand Name B) Price
C) After sales service D) Peer Pressure
3.By which medium you prefer to buy the product?
A) Online B) Retail Showroom C) Company outlet
4.Which brand do you prefer more while buying refrigerator?

A) Samsung B) Whirlpool C) Godrej
D) LG E) Other
5.Reason for preference of brand?

A) Brand Name B) Price C) Features
D) After sales service E) Less power consumption

6. Will you prefer to pay little more amount to get better quality product or
services?
A) Yes B) No
7. By which way do you prefer to buy the product….

A) Cash Payment B) Monthly EMI
C) Credit card/ Debit card
8. Do you here about Godrej Chest Freezer/ Deep Freezer

A) yes
B) No
9. Rate the factor according to the basics of following:-
Refrigerator Highly Satisfied Neutral Dissatisfied Highly

Satisfied Dissatisfied
Features
Build Quality
Power
consumption
Cooling
After sales
services
Maintance
Space

10. you have any Godrej product in the home?
A) Yes
B) No
11.If yes do you satisfied from the Godrej product?
____________________
Form for Dealer:-
Study of Consumer Durable Market for GODREJ APPLIANCES

With Special reference To SURAT district.
Name:- ___________________
Address:- _________________
Contract No:- ______________
1.Which is consumer durable product you deal from your shop?

A) AC B) Refrigerator C) Microwave D) Washing machine
E) Commercial Refrigerator
2. Which is major brand of Refrigerator you sold from your shop?
A) LG B) Samsung C) Godrej D) Whirlpool
3. What is the important parameter for more sales of product?
A) Price B) quality C) Service D) Scheme
E)Advertisement
4. Are you deal in commercial freezer/ Deep Freezer
A) yes B) No
5.Which brand of commercial freezer you sold?
A) Voltas B) Blue star C) Hairier D) Godrej
E) Other

6.Are you dealing with Godrej Brand?
A) Yes B) No
7.which factor enable you to be a dealer of Godrej products?
A) Scheme B) Margin C) Company Policy
8. You are dealing with Godrej brand from?
A) 1 to 5 years
B) 6 to 10 Years
C) More than 10 years
8.Are you satisfied with the distribution system of Godrej Appliances?
A) Highly Satisfied B) Satisfied c) Neutral
D) Dis satisfied
9.Are you satisfied with the credit facility provided by company
A) Yes B) No
10.Rate the after sales services given by Godrej?
A) Excellent B) Very Good C) Good D) Fair
Any Suggestions:-
________________________________

List of dealer of Surat city who taken part in this survey
Sr
City/Town Contact/Person
No Outlet Name
1 varaccha Bapa sita ram electronics Bhavesh Bhai/9879807221
2 varaccha Digital house Sanjay bhai Kotadiya/9714215699
3 varaccha Gurukurpa electornics 9687672478
4 varaccha Heena electronics 9377768222/2568597
varaccha
5 chiman/9426883870
(punagam) Kewalkrupa electronics
6 varaccha Mahaveer electronics 9722280276
7 varaccha Patel electronics 9375544566/2547440
8 varaccha pramukh electronics 9825142170/9726275461
9 varaccha Ramdev electronics 7069208103/7201816428
10 varaccha Santoshi electornics 9913189611/7874877625/ashok bhai
11 varaccha Satadar electronics vijay bhai/9904856047
12 varaccha shivam electronics 2561485/9898471311
13 varaccha shree gel ambe electronics 9898616698
14 varaccha Shreenath enterprises harsukhbhai/9925419111/9913287541
15 varaccha Shreenath television 9913704740/9152404330
16 varaccha Vardhman mobiles and electronics 8673940084
17 varaccha Gayatri electronics 0261-6539345/0261-22553477/0971208299
18 varaccha Vee gee television 0261-2552447/09825124472/09825124472
19 varaccha Virani electronics 8000999364/8238398189
20 varaccha Vivek electronics 9726657093
21 Bhatar Lata vision 0261-2440477
22 Bhatar Oswal electronics 0261-2236113/0261-4836113/praful jain
02621253668/9638768111/manhohar
23 khemrej
Tejshree novalty bhai/tejas bhai
24 Katargam soham vision 0261-2510400/8866341413/pratik bhai
25 Katargam Rv sales 9624314367
26 Katargam Om electronics 7878537884
27 Katargam Amar sales 098251451178/09067464612
28 Katargam Bhakti sales 9723020214
29 Katargam Shreeji elec 9824745833
30 Katargam Shree bhucharaji elec 73592377735
31 Katargam Amardeep mart 2612532888
32 Katargam Diyora electrozone 91526522557
33 Katargam bhargav tv palace 9825245261

34 Katargam shree gaurav electronics 0261-6538291
35 Ichhapore shivam electronics 9152473976
36 varracha shree ram electronics 0261-2540412/09099620512
37 Adajan divine electronics 2616539307
38 parvat patia aashirwad electronic 9879722426
39 Adajan sargam 8866000355
40 Adajan aaditya vision 8320380286
09825420307/09724600172/jayesh
41 varaccha
maruti sales bhai/dharmendra bhai
devang-09879206660/09978914575/ravi-
42 parvat patia
dr electronics 8141466990
43 Adajan keyur electronics 0261 274 410101
44 ichchhapor ov infoteach 9974276634
45 Adajan new balaji electronics 09574818062/0846004118
46 varaccha sun rise sales and service 9152750545
47 Adajan shree laxmi electronics 0261-2690241/0261-6539318/09426105653
48 Adajan s.s service 9152667683
shree nadoda electronics and
49 Ak road 9152956283
mobiles
50 parvat patia vishal electronics 9152643255
51 Adajan navin electronics 0261-2912900,0261-2465407
52 Mota varaccha nilkanth vu led tv 9913200176/9925972525
53 bhatena sathi electronics 9714241056
54 Rander road prakesh interior hub 9152570349
55 parvat patia himani super market 9152479949
56 parvat patia meet electronics 9152884262
57 adajan home shop network 9152653175
58 ved road shrikunj electronics 9152695376
59 bhatar road Nilesh electricals 9152733419
60 parvat patia Hariom electronics and mobiles 9152570336
61 Rander road tv palace 2770052, 0261-2779952,9974157203
62 rander road next retail india limited 07698043959/ 7405727791
63 rander road Nirman electronics 0261-22778121/9898608766
64 rander road raju electronics 0261-2766806 /09601766807
65 Rander road kalyan electronics 8562021708/9099777703
66 rander road mahavir electronis 9213465976
67 ved road katargam hira electronics 9725154124
68 ved road katargam madhuram plaza 09898470776/09824332310
Customer Taken part in survey

Sr
Name Contract Number
No
1 POOJA MISHRA 8140654741/ 8320535426
2 SWETTA BEHURIA 8249475967
3 AKANKSHA SINGH 9974388072
4 KAVYA RAVAL 8347072866
5 KINJAL PATEL 9106544901
6 SRUSHTI BORSE 8401722296
7 ANJALI DHANOPIA 7726061706, 9727092468
8 DIVYA GULATI 8980055370
9 ALKESH PRAJAPATI 9687852468 /9426952468
10 JAYDEV AGRAVAT 7383300097
11 ATIT SETH 9429842400
12 KRUSHNA MEKHIA 9427173311
13 SEEMA PATEL 8208645726
14 SWETA SUVARNA 9687476803
15 SANDIP CHAVDA 9429489804
16 JYOTI BAROT 7874566566, 9375566566
17 DIVYA SHARMA KHUNGAR 7405829468
18 JANKI JOSHI 7990441578
19 DOLLY SHAH 7069713057
20 AFROZ QURESHI 9924675389
21 PRIYANKA YADAV 7778932451
22 MITA THAKUR 9998865340
23 NEERJA BIWALKAR 8871328454
24 KAVITA INGALE 9712939265
25 POOJA THAKKAR 9714484224
26 ASHMISHA KOTADIYA 9913702633
27 PIYUSHMATHAI 8460890167
28 SAYANTANI CHOWDHURY 9007815820
29 KUNJAL BUNDEL 7016926117
30 KRISHNA N KANERIA 9426880318
31 NETRI SHAH 9558128246
32 AARFA NEHA 7043856660
33 VENKATESH PILLAI 9601825524
34 MOHSIN 9924404932
35 MIHIR SHAH 9725075392
AMRITABEN NAVINCHANDRA
36 PATEL 8200162746
37 RESHABH BUHSAN 9726300124
38 SUBHASMITA DAS 8763222800
39 JAYASREE SAMANTA 9830625985/7687973752
40 BAPAN 997880051

41 NIKUL KOSHIYA 93745 53527
42 DHARA SHAH 9974944880
43 BRIJESH YADAV 8460460160
44 VINIT SONI 9624849118
45 OJHA POONAM 7405481002 / 7016280536
46 SUJATA KUMARI 8825359994
47 SHIVANGI AGRAWAL 9428289070
48 KARISHMA PATEL 9904267660
49 NAMRATA PRAJAPATI 8200203356
50 ABHISHEK MEHTA 9624731089
51 PARITA SHAH 8866596408
52 VIDHI ADESHARA 7573003247
53 SHRUTHI NAIR 9462747305/6352637331
54 KHUSHAL CHAWLA 8264214214
55 LAVINA LALWANI 8866855396
56 ATIT SHETH 9429842400
57 AFSANA SHAIKH 7990540157
58 RUSHITA BHAVSAR 9712997715
59 NIKISHA JAISWAL 8341711655
60 RAMANDEEP BHARDWAJ 7096097489
61 MONIKA SINGH 9099031681
62 PUSHPA PAL 9327117983
63 AAKASH PARIKH 9426039087
64 VIRAL PATEL 8866118102
65 CHIRAG M. TRIVEDI 9429871700
66 MEET PATEL 9714673874
67 DIVYRAJSINH MAYURSINH ZALA 9574651651
68 TARUNA SHARDA 9409296405
69 SYED SHAKEEB 08238032488/07621918429
70 PRIYA SONI 9558157193
KHYATI RAMESHCHANDRA
71 KHATRI 8238105388
72 RINI RAJU 9429354757
73 DHVANI CHOPADKAR 7990657911
74 DIVYA HANAGOJI 9898565315
75 PALLAVI SHRIVASTAVA 7046590352
76 ASHU SHARMA 7018141596
77 BHAVNA 7030564448/6354808389
78 DHVANI CHOPADKAR 7990657911
79 MANPREET KAUR RIYAIT 8128162206
PRIYA KESAVALU
80 PADMANABHAN 7600021405
81 SIMRAN VAZIRANI 9016995848
82 DIPTI BHADARKA 9624432333

83 ATUL 8817192853
84 AMITA MAHESHWARI 6352317248/9913856367

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AN STUDY OF “MARKET MAPPING AND BHEAVIOR OF

CONSUMER AND DEALER”

A Summer Project Report Submitted in Partial Fulfillment of award of MBA Degree

Prof. Prakesh Chawla

Prof. Shweta Metha

S. K. PATEL INSTITUTE OF MANAGEMENT & COMPUTER

S.k. Patel Institute Of Management And Computer Studies 2

This is to certify that Mr. VIPIN MALKANI / MISS. MAYURI BARAIYA,

Dr. Bhavin Pandya PROF. PRAKESH CHAWLA

DR. PROF. SHWETA METHA

S.k. Patel Institute Of Management And Computer Studies 3

Student(s) Name(s) Signature

S.k. Patel Institute Of Management And Computer Studies 4

I am thankful to Mr. ASHISH JAIN AREA CODINATOR who gives me permission

I am thankful to our director Dr. BhavinPandya, our project coordinator Prof.prakesh

S.k. Patel Institute Of Management And Computer Studies 5

No. Particular Page No.

2.1 PROBLEM STATEMENTS

2.3 OBJECTIVES OF THE STUDY

2.7 Scope of the Project

3.1 INDUSTRY PROFILE

3.2 Evolution Of Consumer Durable Market In

4.1 Introduction about Godrej & Boyce

4.9 The market insight and factors

4.11 Godrej Service Advantage

5 THEORETICAL ASPECTS OF THE 50

5.1 Chi Square Test

5.6 4 P’S OF Godrej Appliances

6 RESEARCH FINDINGS AND 67

S.k. Patel Institute Of Management And Computer Studies 7

S.k. Patel Institute Of Management And Computer Studies 8

3 Growth In Consumer Durable Segment 22

4 White Good Market In India 23

13 Porter Five Force Model 54

15 Factor Affecting Brand 68

S.k. Patel Institute Of Management And Computer Studies 9

17 Dealer Interest In Godrej 70

18 After Sales Service Of Godrej 71

19 Consumer Buying Behavior Method & 72

S.k. Patel Institute Of Management And Computer Studies 10

S.k. Patel Institute Of Management And Computer Studies 11

2.1 PROBLEM STATEMENTS

This Research is also focus on changing preference of customers because in today’s

A electronic product company differentiate its product on different grounds. So we

2.2 SCOPE OF THE STUDY

 To know whether they recommend to other or not.

S.k. Patel Institute Of Management And Computer Studies 12

 To know race of celebrity in buying decisions.

 To know consumer behavior while purchasing.

 To know what factor affect consumer behavior.

 To know the consumer view regarding service/after sales service.

 To know various strategies used by companies to attract consumers.

 To know the consumer preference.

S.k. Patel Institute Of Management And Computer Studies 13

TYPE OF RESEARCH DESIGN

The project will certain the drivers Consumer Behavior and

The Research divide into two parts : -

 Descriptive research to find the various drives of consumer

 Conclusive research to find the factor affecting the purchase.

Conclusive Research consisted of Administer Survey through questionnaire. The

S.k. Patel Institute Of Management And Computer Studies 14

 Number of members in family