Summer Training Project

Godrej & Boyce Manufacturing Co. Ltd

Presented To:

PCTE,Ludhiana

Presented By:

Abhineet Das

MBA 2(A)

94972238133

Godrej Group Profile

• Started in 1897

• 18000 Employees

• 21 Branches

• 4 Overseas Branches

• 13 International Operators

• 16 Industries

Home Appliances

1. WHITE GOODS

2. BROWN GOODS

Air Conditioners • Microwave Ovens

Refrigerators • Washing Machines

The Range

1 in 3 Refrigerators working in India is a Godrej Refrigerator

Godrej Appliance

Milestones

Milestones – Legacy of many Firsts

1958

1987

1st Indian Company to manufacture Refrigerators.

Pioneered PUF (Polyurethane Foam) Technology in India.

1994 First company to sell 10 million

appliances

Milestones – Legacy of many Firsts

• Launches Washing Machines by commissioning a new manufacturing set-up at Shirwal

• State-of-art Manufacturing Plant starts operation at Mohali

1996

• Launches Air Conditioners • Obtains ISO 14001

certification

First Durable Company in India to launch Branded Customer Service - SMARTCARE

1997

2000

Milestones – Legacy of many Firsts

2001

2002

2004

Launches Pentacool Refrigerators with Revolutionary Five Side Cooling.

• Godrej Refrigerator awarded the Super Brand Status.

• Declared No. 1 in Businessworld Consumer Delight Survey.

1st and only Company in India to make its Entire Refrigerator Range Green (100% CFC, HCFC & HFC free).

Milestones – Legacy of many Firsts

2006

2009

2009

Launch of premium Eon range

• Godrej Refrigerator awarded the Super

Brand Status for the second time.

Voted Readers’ Digest Most Trusted

Brand for the 4th consecutive time

Milestones – Legacy of many Firsts

Godrej Appliance – Today

New Technology introductions

Microsteam Technology Convection Control Technology 5 Star refrigerator & AC

range

MISSION

• Enriching Quality of Life Everyday Everywhere

VISION

• Godrej in Every Home & Work Place

Values

Openness & Transparency

Respect/Care & Concern for people

Teamwork Trust

Commitment

Discipline

Learning Organisation

Swot Analysis

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

Title

A Study on the most sale-able brand in Home

appliances - A dealer’s perspective

Objectives of the study

1.To study the most preferred brand in home appliance

industry.

2. To study the factors affecting the brand and product

preference in home appliance industry.

Research Methodology

•Research Design: Descriptive

•Data Collection Method: Schedules

•Universe: All the home appliance dealers in the

world.

•Population : All the home appliance dealer in

India.

•Sampling Unit: Home appliance dealers in

Chandigarh, Mohali, Panchkula and Patiala.

•Sample Size: 30

•Sampling Technique: Convenience Sampling

Data analysis and Interpretation

4.1Number Of Dealers Of Various

Brands

4.2 Availability of Products

4.3 Factors considered by Dealers while

selecting a brand

4.4 Maximum Product Display

4.4.1 Refrigerator

4.4.2. Washing Machine

4.4.3 . Air Conditioner

4.4.4. Microwave

4.5 Most Sale-able brand

4.5.1 . Refrigerator

4.5.2. Washing Machine

4.5.3. Air Conditioner

4.5.4 . Microwave

4.6 Effect of Exclusive brand shops

4.7 Ranking on the basis of Customer

Preference4.7.1 . Washing Machine

4.7.2. Refrigerator

4.7.3 . Air Conditioner

4.7.4 . Microwave

4.8 Ranking of brands on the basis of

best price offered4.8.1 . Refrigerator

4.8.2 . Washing Machine

4.8.3 . Air Conditioner

4.8.4 . Microwave

4.9 Satisfaction with promotional

activities of the brands

Results and Findings

• The most sale-able brand in the Home Appliances is LG.

• In the microwave segment IFB is the 2nd most sale-able brand after LG.

• Godrej is doing fine in Washing Machine segment with the dealer’s preference for the brand at 3rd place.

• The dealers are most satisfied with the promotional activities of LG followed by Samsung.

• LG has the maximum exclusive stores which also is a major factor that boosts up its product sale.

Recommendations

• Godrej needs to focus on promotion of their

appliances more seriously.

• We organized an exhibition in the form of BTL

(below the line) activity to promote Godrej’s

Microwave.

Conclusion

• LG is the most preferred brand in the home appliances.

• The reasons for it being the most sale-able and preferred are that it offers the maximum display at the dealers covered under the study.

• LG is ranked the best brand according to dealer’s perspective.

• The factor of utmost importance that the dealers consider while dealing with a particular brand is the brand name followed by sales margin.