Date post: | 23-Jan-2018 |
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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.