Submitted To

Ms. Geetanjali Purswani

Sumitted By
Antima Jain MBA

Project Title
Market research & identification of potential customers along with segment analysis for various SBUs of prima division of Godrej & Boyce Mfg. Co. Ltd.

Objective
To get knowledge about the market. Increase convincing power. How to manage our self according to situation. To know about the Government sectors. To get the experience which will help me in my placement.

Godrej Company Profile

VISION, MISSION AND VALUES OF GODREJ CO.

COMPANY HISTORY

Company

Name: Established: Founder: Workforce: Head Office: Stores: Covered Area:

Godrej and Boyce Mfg. Ltd. In 1897 Mr. Ardeshir Godrej 18000 employee Mumbai Nearly 51 stores in 25 cities in India. 1,50,000 sq ft

BOARD OF DIRECTORS
Chairman & Managing Director: J. N. Godrej Other Executive Directors: P. D. Lam, K. A. Palia, V. M. Crishna, A. G. Verma Non-executive Directors: A.B. Godrej, N. B. Godrej, K.N.Petigara, B. A.Hathikhanavala, F. P. Sarkari, P. P. Shah, A. Ramachandran

Organizational Structure of Godrej Prima Division

Mr. Rajeev Jhangiani (Cluster Head)

Mr.Saurab ji Pareek (country Head)

Mr. Rahul dev Pal (National Head)

Mr. Shankaran (National Head)

Mr. Sunil Patil (National Head)

Mr. Vikas Srivastava (Branch Head of Prima Division)

Mr. Apar Sharma (Sr. ex of conferencing products)

Mr. Vishal Sharma (Sr. executive in Mfg. )

Mr. Amit Prasad (Sr. executive of Retail)

Mr. Bhupesh (Sr. executive of Service)

INFORMATION ABOUT THE COMPANY

Godrej

is a part and parcel of every Indians life.

are countless ways by which Godrej Company enriches quality of life everyday, everywhere since last 110 years.

There

CONT.

Godrej Company offers an entire range of industrial solutions from storage to material handling to process equipment and many more. Godrej Consumer Products Ltd.(GCPL) is a major player in the Indian FMCG market with leadership in personal, hair, household and fabric care segments.

CONT

The company is among the largest marketers of toilet soaps in the country and has a leadership position in the hair color category in India.

Today Godrej deals in various products line and Godrej is the largest manufacture of vending machines in India.

1.

Godrej & Boyce Mfg group 2. Godrej Infotech Ltd. 3. Office & consumer pdt. 4. Godrej industries & associates co. 5. Appliances 6. Godrej Agrovet Ltd.. 7. Lawkin Molar Group 8. Godrej Saralee Ltd. 9. Corporate Services 10. Godrej Properties

Company Product Line

Consumer Products:Appliances Locks Furniture Security Equipment Audio Visual Solutions Typewriters Vending Machines Soaps & Personal Care Foods Air Care Household Insecticides Housing Pest Management Services

Contd
Industries Products:Storage Solutions Automated Warehousing Material Handling Equipment Process Equipment Precision Components & Systems Machine Tool Service Electrical & Electronics Tooling IT Solutions PLM Solutions Medical Diagnostics Agro Products Chemical

 Conferencing products
Manufacturing product

Retail product
Services

Projectors Over

Head Projectors Document Camera Penaboard/ Interactive Penaboard Video Conferencing Audio Conferencing Audio-Video Solutions

MANUFACTURING PRODUCTS
2CST

Vending Machines 2CVM Vending Machines 4CVM Vending Machines

Features of Godrej Vending Machine

1.
2. 3.

4.
5.

Better Cream and Taste due to better mixing. Separate outlet for Hot Water. Recipe programming possibility. 4 options/ 8 options machines available. In-built water storage tank.

DIGITAL TECHNOLOGY

:-

Digital Water Level & Temperature Settings Digitally Controlled & Password Protected Handle Wide Range of Voltage Fluctuations Shuts Off automatically, if not used for 3 hours Various Counters to keep track/ Control no. of Cups Dispensed

Tea:1. Plain Tea Premix 2. Cardamom Tea Premix 3. Ginger Tea Premix 4. Lemon Tea Premix 5. Masala Tea Premix 6. Tea Bags (100 bags pack)

Coffee:Coffee classic Premix Classic Premix

Soup:Tomato Soup Premix Veg. Soup Premix Sweet Corn Soup Premix

RETAIL PRODUCTS
1.

2.

Normal Batteries Rechargeable Batteries

For Vending Division :1. Nestle 2. HUL 3. CCD (caf coffee day) 4. TATA Caf 5. Fountain (now closed) 6. Fresh & Honest 7. Local players

For Conferencing:1. Projectors : SONY, NEC, Dell, Sharp, EPSON 2. Audio Conf.: Cisco 3. Video Conf. : SONY, Aethra, lifesize 4. Interactive Panaboard: Hitachi, Starboard 5. Plasma/ LCD TV: Samsung, SONY, Sharp 6. Document Camera ; Globus 7. Tablet Monitor: Samsung 8. OHP: Suvira

Godrej

Consumer Products, is planning to enter into the baby care and feminine hygiene segment. Godrej Consumers Products (GCPL) is looking to acquire companies in West Asia and Africa to expand its hair color business and hopes to finalize a deal in this calendar year.

Objectives of research:To create awareness about the vending machines and conferencing products. To find the potential customers for Godrej. To know the requirement of the products. To take the feedback on the services of the products of the competitors. To find out ways to improve the sales of the products in Prima Division.

Primary Data: By the help of questionnaires, Interviews and Telephonic calls Secondary Data: - By the help of Telephone directory and the list which is given by Mr. Vikas Srivastava.

Applied research: Applied research aims at finding a solution for an immediate problem facing a society or an industry /business organization.

Qualitative

Research: Quantitative research can be used to measure customer awareness and attitudes to different manufacturers and to understand overall customer behavior in a market by taking a statistical sample of customers to understand the market as a whole.

For my research I have used mostly three tools i.e. Questionnaire Interview Telephonic survey

Sample size(100%=100)
% of consuming hot beverages at work place 100%

17% 3% Tea Coffee Soup

Others, 4%

Sample size=(100%=100)

Own pantry, 32%

outside vendors, 64%

3.What is the staff strength of your organization?

______________________________________
sample size(100%=100)
9% 10% 1 to 20 21 to 40 41 to 60 61 to 80

23%

58%

Sample size(100%=100)
6% 10% 1 to 50 51 to 100 100 to 200 200 to 400 5%

79%

Sample size (100%=100)

500-1000 6000-8000 1000-2000 8000-10000 2% 2% 9% 16% 23% 31% 2000-4000 4000-6000 10000-20000

17%

Services, 10%

Hygiene, 5%

Taste, 30%

Cost, 55%

Sample size(100%=100)

Sample size (100%=100)

41%

59%

Yes No

Sample size (100%=100)

Bru 9% Lipton 20% Godrej 16% Georgia 0% Americana 0%

Nescafe 55%

100% 80% 60% 40% 20% 0% Outright purchase offer Yes Rental offer NO 43% 57% 65%

35%

The sample selected is of heterogeneous nature. The area of the research is confined to SBUs in Jaipur city. Busy schedules of the senior officials. 2 months is not sufficient for a proper research to be conducted.

Outcomes of research:

Most of the people are satisfied with the existing machines (Nescafe, Bru, and Lipton) services and they do not want to change it.
The price of Godrej vending machines is high in comparison to other machines due to the excise duty. Most of the people are not aware that Godrej vending machines is also available in the market last 6 year.

Cont

vending machines segment only high profile offices and premium class customers are who uses the vending machines. Nestle and HUL companies already create a strong brand image in the eyes of customers but the customers do not aware about one thing i.e. these companies are not manufacture any vending machines.

Places like private offices, malls, hotels, factories are using vending machines.

Easy availability

Less of investment

Low cost

Save maintenance cost

Traditionally satisfied

Ignorance - Easy availability through shops has lead to ignorance in using the new means of getting the product .

Vandalism - Security of the machines is also a reason which most of the marketers stated as a point of concern.

 Convenience / Saves time Easy to use Product Range and Availability

The most preferred locations Shopping malls Theatres Railway stations Airports Other locations Petrol pumps Canteens Offices

Potential Market Segments

Segment 1 :
Corporate offices and Industries Corporate Offices

Segment 2:

Hotels and Transport Education Restaurants Terminals Institutes

Schools Colleges Star hotels Pizza Huts Railway Stations Bus Stations

Segment 3 : Segment 4 :

Stock Exchanges
Factories

Other Small Airports Institutes restaurants

Ease of use Visual Appeal Ability to display multiple brands. Portable/Small. Sound Payment mechanism. Convenience / Saves time

On The Job training details

On The Job training details: Target :

In each organization we have to fulfill one questionnaire. To know about the purchasing policies in government sectors. To know the organizational structure of government offices. If any company using product for their multiple location in that case we also know that which companys machines they are using, how much rent they pay for it or if it is on purchase basis then how much it cost, how many machines at one locations and what are the daily cup consumption. If customer using any kind of vending machines then what is the feedback of it and is he want any kind of changes in his existing services.

Work accomplished in training:Marketing of Godrej vending machines and conferencing Products. Knowing about the heads of the different departments so that in future they can contact to the heads directly. We are collects the information about the purchasing policy in government sectors. Submit the hard copy & soft copy proposal from where we get positive response.

Cont
Prepare Daily Survey Report (DSR) and send it to our senior. According to our DSR report we were taking appointment for our senior to meet with interested customers. We have done our work according to area vise which was told by our company guide.

Learning:How to generate the calls. Timely submits the proposal to customers. How to handle follow up calls. Know about the entrance procedure of government sectors. Learn more about the new features of the conferencing products

Cont
Know about the government sectors purchasing policies. How to convince people for our product. If they are not ready for purchasing the machine then offer them to rental proposals. How to final the deal.

Suggestions to the company:Company should submit the proposal in government sectors. It will beneficial for future also. Company should give free sample of premixes with machines. Company should promote their product at various business website. Company should give free demonstration at various places like :- Seminars, Shopping malls and cinema halls.

Conclusion

I have studied customers needs of vending & conferencing in Jaipur and I found that most of the customers are price conscious and some of the customers are branded conscious. There are lots of customers who are not aware about the Nestle and HUL companies. These companies are not manufacturer any kind of vending machines but the brand image of these companies vending machines is good in the market. As I already mentioned in the above that customers are price conscious and the Godrej vending machines price is high from the other vending machines which is available in the market. Customers are satisfied with all the features of the machines and services but they are not ready to high amount.