Presented By:-

Bonny V Pappachan

Started in 1897 as a locks manufacturing company, the Godrej

Group is today one of the most accomplished and diversified

business houses in India.

In 1930, Godrej became the first company in the world to

develop the technology to manufacture soap with vegetable

oils.

The Godrej Group stands in a strong position today. With

annual sales in excess of $1 billion, a workforce of

approximately 18,000, and a strong diversified portfolio,

Godrej has proven its ability to deliver strong financial

performance.

On 7th May, 1897, Ardershir Godrej gave up law and took up

lock making. Godrej and Boyce Mfg. Co. Ltd., was

established at Lalbaug, Mumbai. This was the holding

company of the Godrej Group.

Godrej began manufacturing of refrigerators in 1958 and

godrej appliances is a subsidiary of Godrej and Boyce Mfg.

Co. Ltd.

Jamshyd Godrej is the Chairman & Managing Director of

Godrej and Boyce Mfg. Co. Ltd.,

Products & Services

STRENGTH

Experience

Long-term customer relationship

WEAKNESS

Product variety is less

Weak distribution of home appliances

OPPORTUNITY

Substantial growth of home appliance industry

THREATS

Competition from companies such as LG, Samsung, Whirlpool.

SWOT

Geographic

Godrej segments the market on the basis of :

o Rural

o Semi Urban

o Urban

Demographic

Godrej segments the market on the basis of :

o Occupation

o Income

o Family Size

o Gender

Psychographic

Godrej segments the market on the basis of :

o Social Class

o Lifestyle

Behavioralistic

Godrej segments the market on the basis of :

o Purchase Occasion

o User Status

o Attitude towards the product or service

GREETING THE CUSTOMER

QUALIFY THE CUSTOMER

IDENTIFY HIS NEEDS

PROPOSE A PRODUCT

NEGOTIATE QUALIFY THE CUSTOMER HANDLE OBJECTIONS

CLOSE THE SALES

FOLLOW UP

MARKET SHARE

(TOTAL REFRIGERATOR SALES IN INDIA IN 2015 STOOD

AT 9 MILLION UNITS )

L.G

Samsung

Godrej

Videocon

Whrilpool

Others

29.3%

18%13%

17.6%

16.1%5%

In the year 2015 , 11,70,000 Godrej refrigerator were

sold by Godrej Appliances across India.

Godrej Refrigerator Market Category-Wise

Direct Cool

Frost Free

23.75%

76.25%

Capacity-Wise Sales

Frost Free

185-225L 226-270L

271-310L >310L

61%

13%

10%16%

Capacity -Wise

Sales

Direct Cool

<165L 165-184L

184-225L 226-270L

271-310L >310L

1%

45%46%

6%

1%1%

12/19/2016GODREJ Gr. No. 9

Region-Wise Sales

Direct Cool

North South

East West

26%

35%14%

25%

Region-Wise Sales

Frost Free

North South

East West

38%

28%14%

21%

Series : SD

Control panel :Touch

Dimensions :60.5cm X

66.5cm X 147.0cm

Voltage :230 V ,50 Hz

Net Weight (kg) : 57

Colours Available :

Silver Atom

Price : Rs. 33,800/-

BEE Star Rating: 4

Umbrella Branding Strategy

In this approach, godrej uses the company name itself as a brand for all the products across diverse categories.

Unique Selling Proposition

The Godrej Refrigerator are the most Eco

friendly products a customer can buy – 100%

CFC , HCFC and HFC free , Protects Ozone

Layer.

Godrej is targeting the woman of every indianhousehold and accordingly launched the refrigerator Godrej EON – “I am a woman of courage” that acknowledge woman who have fought for adversity and came up trumps.

Godrej positioned its products on the trust of its brand and loyalty to old customers.

Changing trends

Advertising ineffectiveness

Poor after sales service

High service cost

Too many competitors

Lack of promotion

Less offers and discounts

Advertisement –Both local and on television.

Enhance the after sale service offered to customers.

Free service after purchase.

Concentrate more on promotional activities.

Keep a watch on the service area.

Launch new models with new features like solar

energy working refrigerators.

Attractive seasonal discounts & offers.