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GODREJ-PRODUCT LINE

INDEX
SERIAL NO.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24.

TOPIC
INTRODUCTION HISTORY COMPANYS PROFILE MISSION AND VISION MOTTO AND VALUE LOGOS OF GODREJ TIME LINE ACHIEVEMENTS AND AWARDS BRANCHES & BRAND AMBASSADOR GODREJ GROUPS OF COMPANIES GODREJ PRODUCTS STRATEGY OF GODREJ 4 PS AND 4 AS OF MARKTING MIX GODREJ VS SAMSUNG SWOT ANALYSIS FINANCIAL RATIO ANALYSIS PRODUCT DESIGN (CASE STUDY) QUALITY CONTROL PROCESS HUMAN RESOURCE SURVEY RECOMMENDATION CONCLUSION ANNEXURE BIBILIOGRAPHY 1 2 4 6 7 8 9 11 13 14 17 25 29 37 46 48 49 61 64 66 76 77 78 79

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INTRODUCTION

Godrej Group is an Indian conglomerate headquartered in Mumbai, India. It was founded by Ardeshir Godrej and Pirojsha Godrej in 1 897, Lalbaug, Mumbai. With 7 major companies with interests in real estate, FMCG, industrial engineering, appliances, furniture, security and agri care to name a few its turnover crosses 2.6 billion dollars. The Godrej Group is one of the respected business houses of India. The group has diverse business interests ranging from engineering to personal care products. Companies operating under the Godrej Group are involved in a host of businesses - from locks and safes to typewriters and word processors, from refrigerators and furniture to machine tools and process equipment, from engineering workstations to cosmetics and detergents, from edible oils and chemicals to agro products. Godrej Group is also well-known for its philosophy and initiation of labour reforms.

The Godrej Name


The Godrej Name displaced well established foreign brands from the Indian market. The name 'Godrej' engraved into the shiny metal of the Godrej Locks came to be known as a symbol of self reliance, trust-worthiness, assertiveness and progressiveness for a new generation of Indians.

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HISTORY OF GODREJ PARIVAR


The Company celebrated its centenary in 1997. In 1897 a young man named Ardeshir Godrej gave up law and turned to lock making. Ardeshir went on to make safes and security equipment of the highest order, and then stunned the world by creating toilet soap from vegetable oil.

Ardeshir Godrej

Pirojsha Godrej

His brother Pirojsha Godrej carried Ardeshir's dream forward, leading Godrej towards becoming a vibrant, multi-business enterprise. Pirojsha laid the foundation for the sprawling industrial garden township (ISO 14001-certified) now called Pirojshanagar in the suburbs of Mumbai. Godrej touches the lives of millions of Indians every day. To them, it is a symbol of enduring ideals in a changing world.

The Beginning (1897)


The beginning of the Godrej Group can be traced to India's freedom struggle. Its founder, Ardershir Godrej, a lawyer by profession and a staunch nationalist, believed that India could attain freedom only by being self-reliant. In doing so, India would overcome economic degradation.

Incorporation
Established in 1897, the Company was incorporated with limited liability on March 3, 1932, under the Indian Companies Act, 1913.

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On 7th May, 1897 Godrej & Boyce the holding company


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. On 3rd March, 1932, it was incorporated with limited liability. Even though Boyce was a business partner for a limited period only, his name was retained for legal purposes

Diverse businesses
From humble beginnings to diverse businesses. The Godrej Group is firmly entrenched in diverse businesses. Security Systems and Safes, Typewriters and Word processors, Rocket Launchers, Refrigerators and Furniture, Outsourcing Services, Machine Tools and Process Equipment, Cosmetics and Detergents, Engineering Workstations, Medical Diagnostics and Aerospace Equipment, Edible Oils and Chemical, Mosquito Repellents, Car perfumes, Chicken and Agri-products.

Headquartered in Mumbai
Headquartered in Mumbai, Godrej has got offices across India. It enjoys a global presence as well. The Group's dynamism has made it one of the most remarkable corporate houses in India.

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GODREJ GROUP

TYPE INDUSTRY FOUNDED

Private Conglomerate 7th May,1897[1] Ardeshir Godrej

FOUNDER(S) Pirojsha Godrej HEADQUARTERS AREA SERVED KEY PEOPLE Mumbai, New delhi, Chennai, kolkatta, India. Worldwide Adi Godrej (Chairman) Chemicals & commodities, Locks, Soaps, mosquito PRODUCTS repellent, Furniture, Food & Real Estate, Typewriter, Appliances.

REVENUE

US$ 2.6 billion (2010)

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EMPLOYEES

9,700 (2010) Godrej & BOYCE, Godrej Infotech Ltd, Godrej

SUBSIDIARIES

Industries Ltd, Godrej Properties, Godrej Consumer Products, Godrej Agrovet

WEBSITE

www.godrej.com

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MISSION AND VISION

VISION
GODREJ is dedicated to DELIVER SUPERIOR STAKEHOLDER VALUE by providing solutions to existing and emerging consumer needs in the Household & Personal Care business. We will achieve this through ENDURING TRUST & RELENTLESS INNOVATION delivered with PASSION & ENTREPRENEURIAL SPIRIT.

MISSION
Our Mission is to operate in existing and new businesses, which capitalize on the Godrej brand and our corporate image of reliability and integrity. Our objective is to delight our customer both in India and abroad. We shall achieve this objective through continuous improvement in quality, cost and customer service. We shall strive for excellence by nurturing, developing and empowering our employees and suppliers. We shall encourage an open atmosphere, conducive to learning and team work.

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MOTTO AND VALUE

MOTTO
WE CARE THE QUALITY OF YOUR LIFE

VALUE
Commitment to Quality Customer Orientation Dedication & Commitment Discipline Honesty & Integrity Learning Organization Openness & Transparency Respect/Care & Concern for People Teamwork Trust

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LOGO

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TIMELINE

1897 - Godrej is established in 1899 1902 - Godrej makes its first Indian Safe 1918 - Godrej Soaps Limited incorporated 1961- Godrej Started Manufacturing Forklift Trucks in India 1971- Godrej Agrovet Limited began as an Animal Feeds division of Godrej 1974 - Veg oils division in Wadala, Mumbai acquired 1990 - Godrej Properties Limited, another subsidiary, established 1991 - Foods business started 1991 - Godrej Agrovet Limited incorporated 1994 - Transelektra Domestic Products acquired 1995 - Transelektra forged a strategic alliance with Sara Lee USA 1999 - Transelektra renamed Godrej Sara Lee Limited and incorporated Godrej Infotech Ltd. 2001 - Godrej Consumer Products was formed as a result of the demerger of Godrej Soaps Limited. Godrej Soaps renamed Godrej Industries Limited Soaps

2003 - Entered the BPO solutions and services space with Godrej Global Solutions Limited 2004 - Godrej HiCare Limited set up to provide a Safe Healthy Environment to customers by providing professional pest management services

2006 - Foods business was merged with Godrej Tea and Godrej Tea renamed Godrej Beverages & Foods Limited

2007 - Godrej Beverages & Foods Limited formed a JV with The Hershey Company of North America and the company was renamed Godrej Hershey Foods & Beverages Limited

2008 - Godrej relaunched itself with new colourful logo and a fresh identity music 2010 - Godrej launched GoJiyo a free, browser based 3D virtual world 2011 - Godrej & Boyce shuts down its typewriter manufacturing plant, the last in the world.

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GODREJ PRODUCTS

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ACHIEVEMENTS AND AWARDS

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 company to introduce PUF ( Polyurethane Foam) Introduced India's first and only 100% CFC, HCFC, HFC free refrigerators

AWARDS
GCPL, the Highest Ranked Indian FMCG in Asia's Hot Growth Companies' List by Business Week Godrej Consumer Products Ltd. has been ranked 14th in The Best Companies to Work For study. This study was jointly conducted by Business Today, Mercer and Taylor Nelson Sofres (TNS) Godrej Consumer Products Ranks 6th in ET-Hewitt Best Employers of India survey GCPL ranked 15th in Great Places to Work 2006 survey The Corporate Citizen of the Year Award given by Economic Times. Flagship brands Goodknight, Cinthol and Ezee selected Superbrands by the Superbrands Council Godrej Sara Lee, the JV between the Godrej Group and Sara lee Corporation, USA is acknowledged the World's largest mat manufacturers and South Asia's largest manufacturers of Coils. Godrej Consumer Products Limited, adjudged as a Business Superbrand by the Super Brands Council.

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The Return on Capital Employed and Return on Net Worth ratios of Godrej Consumer Products - the highest in corporate India. Godrej Consumer Products was awarded the "Best Managed Workforce" award given by Hewitt Associates and CNBC TV18. Godrej Consumer Products features in the Top 25 list of Great Places to Work (survey conducted by GrowTalent in association with Business World) for four years in a row.

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BRANCHES (SALES AND SERVICE) AND RETAIL SHOWROOMS


1. MUMBAI, Ahmedabad, Bhopal, Indore, Jabalpur, Pune, Raipur 2. NEW DELHI, Chandigarh, Faridabad, Ghaziabad, Jaipur, Kanpur, Lucknow 3. CHENNAI, Bangalore, Coimbatore, Hyderabad, Kochi, Pondicherry, Trivandrum, Visakhapatnam 4. KOLKATA, Bhubaneswar, Guwahati, Ranchi, Patna The Company has a network of 38 Company-owned Showrooms, 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) and Riyadh (Saudi Arabia).

BRAND AMBASSADOR OF GODREJ GROUPS:


DHONI new brand ambassador for maha choco candy. Preity zinta a new brand ambassador for home appliances division. Sakshi tanwar brand ambassador for godrej products. Hrithik roshan is also an brand ambassador for health product of godrej. Mona singh of jassi jaissi koi nahin(a popular serial on the Sony channel) to be the brand ambassador for Godrej No.1 soaps. Amrita puri is signed up as the brand ambassador for Godrej No. 1 Soaps.

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GODREJ GROUP OF COMPANIES

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COMPANIES 1. GODREJ AND BOYCE


From locks to appliances. From furniture to conferencing equipment. From security solutions to material handling. There isn't a category through which godrej & boyce don't enrich life. They are a part of your life in many ways.

2. GODREJ CONSUMER PRODUCTS


As far as personal, hair, household and fabric care segments are concerned, Godrej is far the market leaders. And this has been possible only due to their constant endeavor of trying to provide customers with innovative, value for money solutions for their daily needs.

3. GODREJ INDUSTRIES
Godrej Industries Ltd.is India's leading manufacturer of oleochemicals and makes more than a hundred chemicals used in over two dozen industries.It has a major presence in food products such as refined oil and tetrapack fruit beverages.

4. GEOMETRIC SOFTWARE SOLUTIONS


Geometric Software Solutions is a CMMI Level 5 company and the leading PLM services provider with over 19 years of experience in CAD/CAM/CAE, PDM and MPM.

5. GODREJ INFOTECH
Godrej infotech is a CMM Level-4 company in the business of developing customized software solutions and implementing ERP, CRM, SCM software. Navision, Axapta, Baan and eNccompass - an ERP from Godrej Infotech, are uniquely positioned to address Industry needs.

6. GODREJ AGROVET
Godrej agrovet is one of the largest producers and marketers of animal feeds and innovative agri -inputs in India. they have achieved this leadership position through their core values of teamwork and quality along with continuous research and innovative thinking. It is these values, which has made them one of the best-known agri brands in the country.

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7. GODREJ SARA LEE


Godrej Sara Lee is a joint venture company between the Godrej Group, India and Sara Lee Corporation, USA.they are the world's largest manufacturers of home insecticides. The company is committed to the research and manufacture of quality household insecticides, and holds a substantial market share.

8. GODREJ EFACEC
Godrej efacec provides the latest warehousing or automated storage or retrieval system solutions , to the customers they give the best of both worlds - Technology from Efacec and quality from Godrej.

9. GODREJ PROPERTIES
Godrej Properties and Investments Limited (G.P.I.L.) belong to the prestigious GODREJ group of companies. The group entered into this business in the year 1990 with the purpose of providing meticulously planned townships to discerning customers at affordable prices.

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GODREJ PRODUCT CONSUMER PRODUCTS


Godrej Consumer Products Ltd.(GCPL) is a major player in the Indian FMCG market with leadership in personal, hair, household and fabric care segments. The company is among the largest marketers of toilet soaps in the country and has a leadership position in the hair colour category in India. 1. Appliances 2. Locks 3. Furniture 4. Security equipment 5. Office automation 6. Conferencing solution 7. Soaps & personal care 8. Food 9. Aircare 10. Household insecticides 11. Housing 12. Vending machine

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INDUSTRIAL PRODUCTS
Godrej offers an entire spectrum of industrial solutions from storage to material handling to construction to process equipment and many, many more. Whether clients are looking for standard equipment or custom engineering solutions, the first name is Godrej.

1. Storage solution
2. Automated warehousing 3. Material handling equipment 4. Process equipment 5. Precision components & systems. 6. Machine tool service 7. Electrical & electronic services 8. Tooling 9. IT solution 10. PLM solution 11. Medical diagnostics 12. Agro product 13. Chemicals 14. Constuction material & services. The Godrej group can be broadly divided into two major holding companies, working independently:

1. Godrej Industries Ltd. 2. Godrej & Boyce Mfg. Co. Ltd.

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The Major Companies, subsidiaries and affiliates are:

Chemical & Commodities


Godrej Industries Chemicals Veg Oils Soaps Cinthol Godrej no 1 Fair glow evita Toiletries Cinthol talc Godrej no 1 talc Fair glow cream Godrej shaving cream Cinthol perfumes Hair care Godrej hair color dye Renew women hair dye Color soft hair color FMCG

Godrej Consumer Products


Keyline Brands UK Rapidol South Africa Godrej Global Mideast FZE Godrej SCA Hygiene Limited

Godrej Hershey Foods & Beverages Limited

Nutrine

Godrej Sara Lee

Household care Godrej dish wash liquid Godrej glossy

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AGRI
Godrej Agrovet Animal Feeds Goldmohur Foods and Feeds Golden Feed Products Higashimaru Feed Products Oil Palm Agri Inputs Godrej Aadhaar Nature's Basket Integrated Poultry Business Plant Biotech

Services

Godrej HiCare (Pest Management Services) Godrej Global Solutions (ITES) Godrej Properties

Appliances Product of Godrej and Boyce Mfg Co. Ltd

Refrigerators:
Direct cool Frost free

Air Conditioners:
Split Window

Washing Machines:
Fully Automatic Semi Automatic

Microwave Ovens:
Steam Convection Grill/combination

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Solo

Product & price of godrej interio Bedroom concept


Royale Zurina Fiona Adriana EROS Megnus Peare Dark chocalat

Price starts for bedroom concept- 450000 to 1200000 or more then that.

Living room concept


Coffee table Sofas Living room Price starts for living room concept- 280000 to 800000 or more than that.

o Cupboards
Fanfasia Kreation Similire miror ZS Similine with locks & drawer o Price starts for cupboards 12000 to 32000 for steal 25000 to 100000 for wood

Study room concepts


Computer furiture Genious study centres i. ACE ii. TALENT Price starts from- 10000 to 70000

Dining room
Dining chair Dining sets Multi purpose chair Tables Price starts for dining room concept- 180000 to 300000 For dining sets- 17000 to 200000

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Kids room
I-space Kids furiture Price starts from- 25000 to 40000

Kitchen
Accessories unit Kitchen layout Shade cards Price starts from- depends on the sq. feet of the area.

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STRATEGY OF GODREJ MARKETING & BRANDING STRATEGY


Revitalizes masters brand strategy & identity for greater synergies across business & brand portfolio. Creates greater marketing & branding strategy geared to supporting the groups revenue growth target of 25-30% annually. Outlines of new portfolio management strategy to maximize the value of the godrej brand & associated businesses.

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DISTRIBUTION STRATEGY
Godrej Soaps has set up a committee Experiments are being conducted in the particular districts. Based on the success of these experiments ,they will role it out withen the next 12 months. Already setup a system of stockiest & Super stockiest in small town (>10000population)

Super stockiest

Stockiest

Distributors Factories Broad Vision Application Plant Warehouse Broad Vision Database Central Database Regional Warehouse

Daily Closing Stock & Receipt information Order Confirmation

Retailers

Carry & Forward Agent (CFA) Shipping and invoicing details Location wise stock

HO MIS Reports (Input for forecasting) (Stock Report Fact, CFA, Dist.)

DISTRIBUTION & SUPPLY CHAIN

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SALES & DISTRIBUTION NETWORK


GCPL has a widespread distribution network across India. It has a presence in both the urban and rural markets, enabling it to benefit from the opportunities in both segments. It has a sales team which comprise of over 250 staff spread across the country. It has a network of 33 C&F agents and as on February 29, 2008. It had 1,273 distributors, 142 super stockists and 3,175 sub stockists to support the sales team in India. Its distributors and sub stockists cover around 650,000 retailers in India. GCPL has linked its major distributors in India through a system called Sampark, a collaborative planning, forecasting and replenishment system with its ERP system leading to reduced inventory levels, which would translate into better returns for them.

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4 PS AND 4 AS OF MARKETING MIX

4 Ps OF RURAL MARKETING
Every Product and promotion, which is a hit in cities, might not work in rural areas.

Product Price Place Promotion

1. PRODUCT
Wide array of products are manufactured by Godrej Consumers Products. The company is popularly known for its cosmetics, steel furnitures, office equipments, locks, Soaps, Toiletries, Hair Care, Household Care, and Fabric Care solutions not only in India, but also in the countries across the globe. To offer the best to the consumers, GodrejCP employs the Total Quality Management system. Major GodrejCP products include the following:

In the hair color category, Godrej Consumers Products is considered as the best. It has variety of products such as, Godrej Liquid & Powder Hair Dyes, Godrej Kesh Kala Oil, Godrej Renew Coloursoft Liquid Hair Colours, and Nupur based Hair Dyes.

Fairglow, Cinthol, Godrej No. 1 are some of the popular Toilet soaps of Godrej Consumers Products. FAIRGLOW is the first Fairness soap in India. GCPL is also the contract manufacturer of toilet soaps of some of the renowned brands in India.

EZEE is the Liquid Detergent brand of Godrej Consumers Products, and it is rated as the best in this category.

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The first P Product consists of


Product planning and development; Product mix policies and strategies; and Branding and packaging strategies.

2. PRICE: The second P Price consists of


Pricing policies and objectives; and Methods of setting prices. The villagers due to their limited resources are very price sensitive by nature. Some retailers in the interior village charge more than the MRP. Objective of this business venture of Tata Agrico is to enable its products to reach the farmers in the rural interiors of the country at the right price.

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PRICING STRATEGIES:
Large Volume low margin. Overall Efficiency and passing on benefits to consumers. Low cost/ value for money product. Low volume-low price.

The price is of different types, a few best available pricing are: 1. Fair Price: It is the price at which the company sells the product with nominal profit
margin.

2. Consumer Price: The company judges from the customer the price for selling the goods. 3. Market Price: The price of the goods depend upon the demand and supply of the goods
the higher the demand higher the price of the goods . Lower demand, lesser the price of the goods.

4. Export Price: The Price of an international good is depended on the cost price plus the
foreign exchange or the rupee dollar exchange margin. This can also be termed as cash , countertrade, or Barter).

5. Competitor Price: The price of the goods is decided upon the ongoing competition. Either
the price of the product is increased or decreased looking at the competitors price. Usually this type of pricing is done for commodities.

6. Bid Price: This pricing is done for special goods like internet buying , antiques, exhibition
purchases, the buys are made on a agreed price which is either or earlier bid or a future price.

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7. Discounted Price: When the demand is very low ,or for financial schemes , loan schemes
, discounted pricing is availed.

8. Future Price: Decide the price of the goods for a future date. Pricing strategy includes not only penetration price, competitive price but also launch price, price wars, joint product pricing. 3. PLACE
The third P Place consists of Different types of marketing channels; Retailing and wholesaling institutions; and Management of physical distribution systems

The third element of marketing mix is place or physical distribution. Place stands for the various activities undertaken by the company to make the product accessible and available to target customers. There are four different level channels of distribution. The first is zero-level channel which means manufacture directly selling the goods to the consumers. The second is one-level channel which means supplying the goods to the consumer through the retailer. The third is two-level channel which means supplying the goods to the consumer through wholesaler and retailer. The fourth is three-level channel which means supplying goods to the consumers through wholesaler-jobber-retailer and consumer. The actual operation of physical distribution system required companys attention and decision-making in the areas of inventory, location of warehousing, materials handling, order processing and transportation. Godrej Aadhar chain seeks to empower the farmer by setting up centers which provide encompassing solutions to the farmers under one roof. Direct contact with the rural consumer. Multipurpose distribution center.

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4. PROMOTION The fourth P Promotion consists of Advertising; Sales promotion; and Personal selling.

Promotion aspect always creates a challenge in rural markets because of the fact that village have thin population density and are widely spread over large remote areas.

High reach High frequency-jeep based advertisement, wall painting & bus stand & bus panels.

Direct to home.

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4 AS OF RURAL MARKETING MIX


Affordability Availability Awareness Acceptability

1. Availability: LG electronics defines all cities & towns other than seven metros cities as rural & semi urban market. To tap these unexplored country markets, LG has set up 45 area offices & 59 rural / remote area offices. 2. Affordability:
Godrej introduced three brands of cinthol, fair glow & godrej in 50-gm packs, priced at rs 4-5 meant specially for MP, bihar & UP- the so called bimaru states.

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3. Acceptability:
The customers of godrej agrovet product (ruchira, bypro) strated purchasing the product of handrix co as the pallets smells likes butter of goat which makes them familiar to the handrix company product.

4. Awareness:
Brand awareness is another challenge. however, the rural consumer has the same likes as the urban consumer- movies & music & for both the rural & urban consumer, the family is the key unit of lever relies heavily as its own company organised media. these are promotional events organised by stockiest. GCP(godrej consumer products) which is trying to push its soaps brands into interior areas, uses radio to reach the local people in their language.

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GODREJ VS SAMSUNG

COMPETITIVE ANALYSIS OF GODREJ WITH SAMSUNG

STATEMENT OF OBJECTIVES
To study the preference towards Godrej and Samsung Appliances. To study the promotional techniques used by Godrej and Samsung.

To know the awareness of advertisement of Godrej and Samsung Appliances. NEED OF STUDY
Today, for any organization or firm to survive in this competitive world depends on its ability to be dynamic and be different from the competition to be unique in the industry. Customer Satisfaction helps every organization to keep the existing customer and to build new customer. The information gathered through this research can be used by the company to improve its services and became more customers friendly. This can increase the goodwill of the company and its overall performance.

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Thus this study is aimed to provide the management with some knowledge about its status in market . The research also aims to provide some ideas to improve the companys present condition.

RESEARCH METHODOLOGY
The research methodology is the specification of method of acquiring the information needed to structure or solve the problem. It is not considered to be the decision of facts but also building up the data knowledge and to discover the new fact involved through the process in the dynamic change in the society.

Talk With Dealers


Ways to determine this include: Meeting with Dealers Asking open creative questions about what is required.

Using a 'content mirror' to ensure understanding and show you are listening and Interested.

Research Design
The conceptual structure within which this research is conducted descriptive in nature as it brings forward the results concerning the set objectives, though facts, findings and enquiries; moreover it describes the state of affairs that exists at present.

Comparative Research
Comparative research, simply put, is the act of comparing two or more things with a view to discovering something about one or all of the things being compared. This technique is often utilizes multiple disciplines in one study. When it comes to method, the majority agreement is that there is no methodology peculiar to comparative research.

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Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:

Primary Source:
The primary data comprises information survey of Competitive Analysis of Godrej with Samsung. The data has been collected directly from dealers with the help of structured questionnaires.

Secondary Source:
The secondary data was collected from library and the company.

Sampling technique
The selection of respondents was done on the basis of random sampling.

Sampling unit
The sampling unit in this report is dealers of Godrej and Samsung appliances.

Sample size
The sampling size of my study is 30 respondents and this sampling size was selected on the basis of Random sampling.

LIMITATIONS OF THE STUDY:


The sample size of Dealers is limited to 30 because of time factor Many of the respondents were not open with their responses. Majority of the dealer were too aggressive in nature. Lack of Dealers cooperation was a major constraint. There may be error due to bias of respondents.

The behavior of the Dealers while approaching them to fill the questionnaire was
unpredictable.The study was time bound.

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DATA ANALYSIS AND INTERPRETATION Graph showing the kind of business dealers are into:

KIND OF BUSINESS

22%

DIRECT DEALERSHIP

6%

CHAIN STORE

72%

DISTRIBUTOR

Graph showing which all products they deal in:

PRODUCT DEALED IN

25%

26%

REFRIGERATOR AC MICROWAVE OVEN

24%

WASHING MACHINE 25%

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Graph showing which brands they have in their store:

WHICH BRANDS YOU HAVE

19% 28% GODREJ SAMSUNG 1FB LG 15% 6% 32% OTHERS

Graph showing what all company provides for the advertisement of its appliances:

MAJOR SOURCE OF ADVERTISEMENT


0%

22% 36% PAMPHLETS HOARDINGS DANGLERS OTHERS 42%

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Graph showing the advertisements on television:

SEEN GODREJ ADVERTISEMENT


29% YES NO 71%

SEEN SAMSUNG ADVERTISEMENT


10%

YES NO

90%

Graph showing that whether advertisements are effective:

GODREJ ADVERTISEMENT EFFECTIVE

SAMSUNG ADVERTISEMENT EFFECTIVE


10%

32% YES NO 68% 90% YES NO

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FINDINGS
Dealers feels quality of GODREJ product is Good, but SAMSUNG has a better positioning in the minds of Dealers. If a individual wants to have a Home Appliances then Samsung Priority comes on first number. Quality of the service provided sale after service plays an important role in keeping the existing customers and to bring new customers. In pricing and reliability of GODREJ S home appliances is rated very well by most. Quality of the service provided plays an important role in retaining existing customers and goodwill is created through word of mouth in making new customers. Dealers said that, People are willing to pay more for new design and latest look. A number of customers preferred GODREJ Due to the brand name of the company (GODREJ). Most of dealers said that, Customers were not happy that while they were purchasing old look washing machine then others. Most of the dealers prefer to sale simple home appliances because the most of consumer want it.

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SUGGESTION OF DEALERS FOR HOW CAN GODREJ GAINS THEIR SALES.


Marketing. Advertisement Both local and on television. Enhance the quality of product. Enhance the service level of company. Make the Relation between dealers and company well and to be enhanced. Models of product is look like old so it has to be modulating. Launch the new model.

Offers & Schemes.

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SWOT ANALYSIS

STRENGTHS
The Company has wide range of product line. The management is trained and efficient. The Company has got wide range of branches within the country. Robust manufacturing & supply chain management. Sophisticated IT connectivity with distributors. Well-developed R&D capabilities Experience in the line Long term customer relationship. The network of the service centres is good in all states. Huge distribution network.

WEAKNESSES
The Company does not go for advertising, which is one of the biggest disadvantage of Godrej. Its emphasis more on the advertising of office automation & prima division. The company is focusing many security products at a same time. The effective selling schemes are not available like payment on installments. Gifts not being so attractive. Most of the dealers prefer other companies appliances. Weak distribution channel for appliances. Product variety is less.

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OPPORTUNITIES
Increase consumer offers. Huge market share. Rising consumer durables market. Substantial growth of human appliance industry.

THREATS
Strong competition. Products are not unique.

Lot of branding done by other competitors.

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FINANCIAL ANALYSIS RATIO

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GODREJ-PRODUCT LINE

PRODUCT DESIGN:CASE STUDY

Abstract
This paper presents a case study of an e-learning programme for a course in refrigeration. Instructional design and visual communication at Learningbyte, in an attempt to break away from the linear process of handling responsibilities, collaborated to evolve a unified strategy for product design. This implied that the users experience would be meaningful and contribute to his performance at work. The efforts of this product design team were aimed at exploring the possibility of setting standards that might influence the future of e-learning.

1. Introduction
E learning enables, evaluates and empowers. Traditionally, Learningbyte has provided customised e-learning solutions for industry segments like airlines, automobiles,

pharmaceuticals, manufacturing, banking and insurance. Most of the end-users are whitecollared executives because of the easy access to the Internet and computer literacy. But with the changing market scenario, today Learningbyte has set itself the challenge of designing and developing e-learning solutions for the blue collared employees as well.

1.Godrej case study


We present here a case study of a project for Godrej Refrigeration where we tried to practise product design as we understood, conceived and implemented it. Our aim was simple - connect the product directly with the user through design. We wanted the product to reflect our empathy for the learners and their learning needs. This paper is a record of our experiences as a product design team.

2. The Godrej story January 2000. Learning byte got the opportunity to make a prototype on the refrigeration system for Godrej. After a couple of interactions with the Subject Matter Expert from Godrej, we agreed to focus on a small section of the subject. Content was than identified, chunked and sequenced. Graphic resources supplied 48

GODREJ-PRODUCT LINE

by

the

client

were

used.

1. Feedback and postmortem:


Though the client was satisfied with the prototype, the face-to-face interaction and brainstorming helped all to understand the relevance that had to be achieved for the final delivery. A postmortem of the prototype was conducted to discern missing details. We looked afresh at the objectives of the course. This helped us understand the design parameters that would benefit communication. We that this would finally enable the learner to apply the learning to his specific context.

2. Performance Objectives:
What is the objective of the course? The instructional designer and the visual designer exchanged ideas on a strategy that would begin with the performance objectives of the course and culminate in their fulfillment. The following objectives were identified after discussions with the client. At the end of the training, the learner was expected to: understand the basic concept of the refrigeration cycle

identify the different components and diagnose the malfunctions in the system

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perform various servicing practices to rectify the malfunctions


talk politely and knowledgeably to clients Based on these course objectives, the Instructional Designer (ID) and the Visual Designer (VD) decided to collaborate more closely as a product design team and arrive at a set of page-level objectives for the product. This was to be the starting point of product design to meet the needs of the learner.

3. Learner Needs Analysis:


We analysed the proposal defining questions (PDQ) that were asked during the proposal stage. This helped us understand the objectives from the users perspective. The client supplied this information and hence the actual learner was left out. So Learningbyte conducted a learner need analysis (LNA) and held a Focus Group Discussion (FGD) with Godrej trainers. We recorded their views on the technicians who were the actual learners of the course. The findings are represented as follows.

Demographic Profile:
Service technicians and dealer technicians Mostly males Average age: 20 35 years Qualifications: ITI (diploma), Class 12 Knowledge of English: Minimal Knowledge of computers: Minimal

Job profile:
Freshers, helpers, unskilled, skilled and highly skilled Work involved working in workshops and visiting clients homes

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Training profile:
Instructor-led training or traditional learning Method of training included a participative approach, was workshop-based and used training models.

4. Content Analysis
Content analysis was another important aspect of product design. The subject of the course was not only technical, but also consisted of engineering concepts and soft skills. As the user was not adept with the usage of the computer and had minimal knowledge of English, we decided to use the textin conjunction with communication patterns such as diagrams, tables, schematics and call-outs. Further, the product design team, in order to assimilate and develop empathy for the content arranged sessions with the Subject Matter Experts and visits to refrigerator servicing units.

5. Brainstorming
This was the most intense and exciting moment of participation. The structuring and chunking of content was mapped against the objectives identified for each page. The ID identified key words and the VD made scribbles to represent them. In the process, both were attempting to talk the common language of product design. The scribbles in the drawing book helped us turn theory into simple, clear examples of instruction.

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The result of the brainstorming was a set of screens for the client. We wanted to bring the initial ideas of product design to some stage of completion. This was done to give the client a preliminary feel of the product.

6.Mock-up
We made a presentation to the client. It was a set of mock-up screens that was an outcome of the scribbles made in the initial stage of product design. The presentation gave the client a fair idea of how the arrangement of text, graphics, labels, buttons and audio would be achieved.

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The clients reactions to the screens were positive and he had his own ideas to share. Considering him to be a part of the team, we had another round of brainstorming session. We agreed that the navigational features in the product should be simple. The client was more than willing to trust in our capabilities and not interfere with our design expertise. Along with the additional content, that we got, we also used the meeting to collect support material like diagrams, tables and photographs. The client walked us through some training models of refrigerators that they always utilised for instructor-led training.

7.Documentation
Documenting the product design strategy was very important from the perspective of implementation. This ensured that the team maintained its commitment to the objectives, strategy and in turn, the learner. Some of the documents included the: Course Structure Document (mapped the objectives against the content clusters) Product Design Document (captured the instructional and visual communication strategy along with the technical requirements) Feature List (list of different screens that form the backbone of the product) Scripts (also known as storyboards specified production details) The final product was built on these documents signed off by the client.

3.Showcase
This section offers a walk-through of some of the screens made for the course. The section is divided into three distinct aspects of product design, which are: 1. Instruction design. 2. Interface design and 3. Interaction design. All the three Is converge into product design.

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1. Instruction design
Instruction design for this course was based on the text-graphics interrelationship. Instructional text was used as it would be used in an encyclopaedia with the text placed in close proximity with the visual.

In screen 3, the text regarding each of the refrigeration components is strategically placed next to the visual. The visual depicts a sequence. The audio strategy integrates the text and the graphics by guiding the learners eye to follow the sequence. This helps the learner grasp one concept at a time, specially the Godrej learner (blue collared employee) who was unfamiliar with the medium and the English language. The course was designed in such a way that every topic had an Introduction and Summary page. This strategy was employed to give the learner an overview of the topic in the beginning and a review of the topic at the end. The Summary page also contained visuals from the pages already visited to promote recall value for the learner.

2. Interface design
Interface design is the science where colours, text fonts, font sizes, shapes and line thicknesses are strategically composed in an aesthetic manner to please the user and also set a hierarchy in the communication. This helps the user focus and attend to the information on the page sequentially. Various shapes and forms can be used as metaphors to build associations and help

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retention. The content also influences interface design. Certain information needs to use specific patterns to communicate. Call outs, zoom in, timelines, sequence, chronology so on, so forth are some of the patterns used in this course.

In screen 4, we see the road as a metaphor, a prominent element that communicates the sequence of the different landmarks in the history of Godrej refrigeration. The water droplets (top right corner) have been carefully selected to express the cooling effect. Can you think of a colour that expresses refrigeration better than blue? In fact, it was a challenge for the design team to come up with an interface design where the corporate colour was red but the subject demanded a cool colour scheme.

3. Interaction design
Experience is the best teacher and interaction design is all about experience. Click (single, double, right), click and drag, drag and drop, roll over and many such interactive techniques can be used in multimedia to not only achieve a holistic experience (assimilation and application) but also ensure retention. The outcome of the Learner Need Analysis showed that the learner

was the blue collared employee who had minimal experience with computers. Interactivity was, therefore, kept deliberately simple and limited to audio and page to page navigation.

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However, for complex concepts for which the screen space was a limitation and retention was equally important, we introduced interactivity. In screen 5, the concept of the refrigeration cycle involved eight steps. This was impossible to show on the screen without resorting to interactivity. Interactivity also helped us avoid page clutter. A Know more link was used right at the end of the essential text on that screen.

4. A Sample
The following screen uses call-outs to highlight the different facets that are responsible for product design. These will help you to look closely at the smallest elements that have contributed to the big experience.

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4.Conclusion
To conclude, we have come a long way since the demo was first delivered to Godrej in January 2000. We realised that with the focus on the user and the objectives of the course, the project is significantly different from the demo. The brainstorming session between instructional and visual design for the product has enabled the team to explore newer strategies to accommodate challenging content requirements and learner needs at large. The learnings we had out of this experience were many. To cite an example here, we wanted the Summary page to have hyperlinks to help the user review the relevant topics. We would like to include this feature in our future courses. To sum-up, e-Learning is not just information presentation. It is not online training either. It is not some topics cobbled together with a bunch of buttons thrown in in the name of interactivity. It is instruction tied to objectives to help the learner become a performer, an achiever, a being empowered. We acknowledge the inputs and contributions of all the members of the Godrej team. The experience that we have recorded in this case study reinforces our conviction that this is the process towards achieving successful product design. It has been our sincere attempt to try and set standards for product design in the e-learning era that we believe has just hit the shores of India.

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QUALITY CONTROL PROCESS

At OSE, quality is not only a mindset, but also a formalized system. Through strict documentations and procedures, our engineers and operators maintain control of quality throughout every step of production. Our division of the quality control process into three separate processes ensures that specialized expertise is applied to each stage of our operation. This system also provides the redundancy necessary to prevent any quality problem from evading detection.

Incoming Quality Control

It is the job of the IQC process to conduct inspections and handle quality problem before the assembly process starts.

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Specific tasks of IQC include:


Perform approved vendor list check; Evaluate supplier quality records; Perform sampling of incoming materials based on the MIL-STD-105E standard; Assess dimension, visual and functional inspection of material samples; Monitor quality control chart of inspected properties and alert engineering staff of significant deviations;

Continuously enhance the IQC process.

In-Process Quality Control

Our IPQC process governs the quality systems during the assembly process, to detect and handle problems that may arise as a result of assembly.

Specific tasks of IPQC include:


Perform inspections on assembled and in-process materials according to IPC-A-610D standards; Conduct in-line automated and manual inspections (see our Testing Equipment page for details);

Apply first-article inspection after process setup; Utilize statistical control techniques and watch for significant deviations; Perform in-process audits to ensure processes are up to standard, and to identify factors needing improvement.

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Outgoing Quality Assurance

OQA is the last process before products ship to customers, and hence is every important to ensure our shipment is defect-free. Numerous redundancies with IQC and IPQC is performed here to ensure the validity of previous processes.

Specific tasks of OQA include:


Perform visual and functional inspection; Verify first-article inspection; Repeat approved vendor list check; Apply sampling based on the MIL-STD-105E standard; Conduct reliability testing;

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HUMAN RESOURCE

OPPORTUNITY FOR GROWTH


The work culture in Godrej supports learning at every stage of your work life. Opportunities in learning are available in the technical, functional, behavioural, general management and leadership areas through options like EDPs (Executive Development Programmes), MDPs (Management Development Programmes), E-learning and On The Job exposure to International Practices Respect and recognition of performance is an inextricable part of our work culture. Consistent performance becomes the benchmark for growth opportunities, job rotations, remuneration, reward and recognition. We provide equal opportunities to our employees to grow both horizontally & vertically through cross functional, cross business and cross locational job rotations. This gives immense opportunities to professionals to add value to themselves & to satisfy their career aspirations.

EMPLOYEE CARE
We believe in the philosophy of holistic employee care. We not only take care of the employees but of their families as well. Take a glimpse of the facilities & welfare activities provided for our employees & their families at Vikhroli campus.

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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, 2005, amounted to over Rs. 50,000 million (US$ 1,150 million). In 1897, Godrej made its humble beginning from a garage-like shed adjacent to Bombay Gas Company Works.

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SURVEY

INTRODUCTION TO SURVEY
A survey was done in order to find whether people prefer to go for godrej product or they like to buy things from any other company brand products. Survey area: Bhandup

No of samples: 30 Method of survey: Questionaire method

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ANALYSIS
After collecting information from the samples the following analysis were made 1) How many family use the home applicances? o Refrigerator (R) o Washing machine (W) o Microwave (M) o Air condition (AC)
3% 3% 2% 10% 10% 32%

R-W-M-AC R R-W R-AC R-M R-W-AC R-W-M 22% R-M-AC

18%

Interpretation
32% of family in Bhandup prefer to refrigerator, washing machine, microwave, air condition. 22% of family prefer to only refrigerator. 18% of family prefer to refrigerator and washing machine. Very less percent of family prefer to all refrigerator, washing machine and air condition and micrwave.

Conclusion
It can be concluded by saying that most of the family at Bhandup prefer refrigerator only.

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2) Which brand customer more like? o L.G o SUMSUNG o GODREJ o WHIRPOOL o VIDEOCON o OTHERS

Interpretation
32% of family in Bhandup prefer to L.G and as well SUMSUNG. 13% of family prefer to GODREJ. 12% of family prefer to WHIRLPOOL. Very less percent of family prefer to VEDIOCON and OTHERS.

Conclusion
It can be concluded by saying that most of the family at Bhandup like prefer to L.G. AND SUMSUNG because the services of this companies are good.

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3) The satisfaction level of user using other company products? o EXTREMELY SATISFIED o VERY SATISFIED o SATISFIED o DISSATISFIED o EXTREMELY DISSATISFIED

5% 3%

12%

EXT.SATISFIED VERY SATISFIED 25% SATISFIED DISSATISFIED EXT.DISSATISFIED 55%

Interpretation
12% of user using other company product are extremely satisfied. 25% of user using other company product are very satisfied. 55% of user are satisfied with other product. Very less percent of user are dissatisfied.

Conclusion
It can be concluded by saying that most of the user are satisfied with other product.

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4) How many customer knows about the godrej products? o REFRIGERATOR o WASHING MACHINE o MICROWAVE o A.C

20%

40%

refrigerator washing machine

15%

microwave AC

25%

Interpretation
40% of customer knows about refrigerator. 25% of customer knows about washing machine. 15% of customer knows about microwave . Only 20% of customer knows about ac.

Conclusion
It can be concluded that the product of godrej are not well known to people because advertisement of the godrej product is very less.

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5) How many families uses godrej products? o YES o NO YES 13 NO 17

Interpretation
Only 45% of customer use godrej product. 55% families uses other company products.

Conclusion
There is less use of godrej product because its advertisement is very less and the customer go for more attractive and brand product.

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6) If yes, which product are available in home? o Refrigerator o Washing machine o Ac o microwave

Interpretation
56% of people have refrigerator in their home. 29% of people have washing machine. Microwave and ac has been used by less people.

Conclusion
Most of the customer use refrigerator and washing machine because they liked to use it and have cheap rates.

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7) Compare to other products/applicances how would you rate the

godrej products?
o MUCH BETTER o SOMEWHAT BETTER o ABT SAME o SOMEWHAT WORSE o MUCH WORSE o DONT KNOW

12% 10%

9% 14%

MUCH BETTER SOMEWHAT BETTER ABOUT SAME SOMEWHAT WORSE

26%

MUCH WORSE 29% DONT KNOW

Interpretation
9% of customer says more better of godrej product than other. 14% customer says somewhat better of godrej product. 29% of customer says godrej product is same as other product. 26% of customer says somewhat worse of godrej product. 10% of customer says more worse of godrej product. 12% of customer says dont rates the product.

Conclusion
Customer rates the godrej product as per their satisfied level. Some customer likes the product and some dislikes the godrej products.

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8) The satisfaction level of godrej products? o VERY SATISFIED o SATISFIED o NEUTRAL o DISSATISFIED o VERY DISSATISFIED

5% 20%

10% VERY SATISFIED 25% SATISFIED NEUTRAL DISSATISFIED VERY DISSATISFIED

40%

Interpretation
Only 10% of customer are very satisfied with godrej product. 25% customer are satisfied with godrej product. 40% of customer are said equal to other product. 20% of customer are not satisfied. 5% of customer are not at all satisfied with godrej product.

Conclusion
More customer are said godrej is equal to other product. It has very less level of satisfaction because services have became less due to more competition.

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9) Give suggestion, if any further requirement in godrej products. No sincerity in their services because of this, the demand & the supply of the company product have became low. Because of more competition in the market, services have became less. So the services have been more efficient & effectively. Due to other attractive & brand products of other company, consumer prefer to that product. So to avoid this there should be improvement in their services and their product. New & innovative product should be launched so that the company may get progress and reputation in the market.

10) Give suggestion, if any to improve existing godrej products

conditions.
The advertisements for godrej products are very less. This is one of the biggest disadvantages of the company. The godrej refrigerator requires more electricity compared to other. So the electricity bill is also high for the people who have godrej fridge. So to avoid this, the company should take initiative to correct this. The quality of soaps is also not so good. So this should be improved. New invention should be made in their products.

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RECOMMENDATIONS

Company should focus on pricing policy in comparison to its competitors because its competitors provide same products in lower rates. The company should have to focus better design for product. The company should focus on their after sale services.

Company Should Increase Man Power for sales. The customer rate quality of the service as the most relevant one and hence Godrej should maintain the quality in products and after Sale services and should make improvements in this feature. Many of dissatisfied Dealers asked for more information about New schemes .So the dissatisfaction may be due to not providing the latest news about new schemes. So the company can make use of this opportunity to retain its Dealers by providing the right news. The product design is not so charming As Compare to Samsung. As per survey most of dealer discuss about it sale which Is down due to design. Any complaint is observed from the dealers, it should be dealt quickly. This will reduce the chance for dissatisfaction. Company should try to Maintain competitive prices for consumers ,And should focus on these to keep the brand image in the minds of people. Market strategies of home appliances providers should emphasize in price strategy.

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CONCLUSION

The study revealed the picture of Dealers perception and satisfaction which help Godrej to encourage more people to be the customers/consumers of Godrej.

People are not aware about the upcoming products of Godrej Company should try to Maintain competitive prices for consumers Godrej have a good position in mind of dealers but Samsung has a better position as compared to Godrej.

In future godrej play an important role of bringing the new innovative products. From the survey of the godrej products, the company will be improved in future if there is an implementation of new products.

The customers will be satisfied with more attractive and branded products.

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ANNEXURE
QUESTIONARIE
1) How many family use the home applicances? 2) Which brand customer more like? 3) The satisfaction level of user using other company products? 4) How many customer knows about the godrej products? 5) How many families uses godrej products? 6) If yes, which product are available in home? 7) Compare to other products/applicances how would you rate the godrej products? 8) The satisfaction level of godrej products? 9) Give suggestion, if any further requirement in godrej products. 10) Give suggestion, if any to improve existing godrej products conditions.

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BIBILIOGRAPHY

http://www.godrejappliances.com/godrej/GodrejAppliances/Pdf/WM_Press_ Release case study.pdf http://www.godrejappliances.com/godrej/GodrejAppliances/pdf/summer training_content.pdf Wikipedia.com www.godrej.com

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