SUMMER INTERNSHIP PROJECT A STUDY ON MARKETING RESEARCH AT GODREJ AND BOYCE MANUFACTURING LIMITED"

Submitted in partial fulfillment of the requirement for the award of degree in Master of Business Administration Jain University Submitted By DEEPAK PRABHU (USN: 09MBA60022) Under the Guidance of External Guide: Mr. Praveen Kumar General Manager Godrej storage solution Internal Guide: Dr. K. Karunakaran Professor - MBA Jain School of Business

School of Business Jayanagar 9th Block, Bangalore October 2010

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CONTENTS Sr.No. CHAPTER 1 1.1 1.2 1,3 1,4 1.5 1.6 Executive Summary Introduction of study Research methodology Industry profile Company profile Product profile CHAPTER 2 2.1 2.2 2.3 2.4 Data analysis & Interpretation Summary & Findings Conclusion Suggestion CHAPTER 3 3.1 3.2 Bibliography Annexure 67 68 44 63 65 66 3 5 7 10 14 28 Content Page no.

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CHAPTER 1

1.1 EXECUTIVE SUMMARY

Godrej-is the world leader in the field of injection mounding furniture and a key player in the storage system provider Godrej- Fami storage system. Its a company having 50-50% joint venture between Godrej India and Fami Italy. The main objective to carry out the research was: y To increase the sales & awareness level of Godrej- Fami products in the industrial arena. y To know the market share. Research was also focused on finding out the customers buying behavior and new prospects in the market. Scope of study: y The survey covers only regions in and around bangalore. y The survey covers small and big companies:1) Logistics companies 2) Manufacturing companies 3) Engineering companies 4) Textile 5) Other y The survey is likely to influence the following information:1) Factors influencing purchase of product. 2) Problems faced by customers. After knowing the objective and scope of study the survey was conducted and a structured questionnaire was prepared on which the responses were taken and later a proper detailed study was done so as to figured out the major hurdles that company facing.

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Major findings: y Awareness of Godrejs is 100% but the awareness of fami is minimal viz 4-5%. y Clients are more concerned about the price and quality. y Once the customer purchase from a specific vendor, it is difficult to switch over to another vendor, because of technical specifications. y Godrej plastics brand over-shadow the image of fami metal products. y Most of the clients are looking forward to have a complete solution. y Criteria adopted for re-purchase.

Major competitors are Nilkamal, Indo-built, local players. After identifying major findings then I gave recommendation on how to increase awareness, reduce prices & what actions to be taken in future. In this project I came to know that Godrej is the market leader in branded plastics crates and bins but there are a lot of scopes for enhancing their market share. where as in the storage systems segment they need to work a lot in building their brand reputation because they are very new to this sector. Fighting against established brands like Godrej, Indo-built and local players would prove to be tough but with their brand strength they can always succeed.

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1.2 INTRODUCTION TO THE STUDY What is market awareness?

Market awareness and brand recognition are two concepts that go hand in hand. Market awareness is actually a twofold problem. On one hand, you must be aware of the market and the different market segments around your business. On the other hand, you must make the market aware of your offerings. Here are a few things to bear in mind for each. When building market awareness within your business, you will have to invest some time in market research. This will yield you the best information about the general market around you. You can find out what your potential clients want in a product. You can build in vital customization and options within your product to make it appeal to different segments of the market. In addition to all of this, your market research will help you create new, innovative products that offer truly novel solutions for your customers and help you open up new market areas around you. In the other vein, market awareness applies to your efforts at brand recognition and market share. Gaining greater market share through improved brand awareness is the goal of most businesses. In nonprofessionals terms, this just means that you want everyone to know about your products and want to purchase them. Brand recognition and greater market awareness for your company, products and services can be a somewhat problematic situation. It involves strategic planning between many different options; the end result of which will be a greater market share and customers that are more loyal. The more you strategically promote your company, the greater the awareness of your company and products will grow within the market.

Market awareness of Godrej group The Godrej group is one of the respected business houses of India. Its founder, was Ardeshir Godrej, was born in 1868 who was lawyer by professional was a staunch nationalist and believed that India cannot win freedom unless it is economically selfreliant. In 1968 he established Godrej & Boyce mfg. co. Ltd. Godrej Group is one of the largest conglomerates based in Lalbaug Mumbai, India. Godrej success has been driven by the companys commitment to delivering innovation and excellence. Godrej & Boyce manufactures a spectrum of consumer products and industrial products. The consumer product includes Appliances (Refrigerators, Washing Machines, Air conditioners, Microwaves, and DVD players), locks, furniture, Security

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equipment, office automation, conferencing solution, and vending Machines. Industrial products include storage solution, Automated warehousing, material handling equipment, precision components and systems, Machine Tool Service, Electrical & Electronic, Tooling and construction Material & services. In 1930, Godrej became the first company in the world to develop the technology to manufacture soap with vegetable oils; that spirit of innovation has continued throughout the organization's history. Today Godrej is delivering consumers exciting innovations across a spectrum of businesses. The company's pursuit of excellence is equally well established and enduring. In the 1944 Mumbai docks blast, Godrej safes were the only security equipment whose contents were unharmed; an equal level of product quality continues to be expected from every product bearing the Godrej brand name. Godrej management understands that the company's greatest asset is the trust and faith that consumers have reposed in it, and recognizes that the company must continue to earn this trust. This translates to the organization delivering outstanding quality and value in everything it does. Godrej ethical and visionary practices have allowed the company to successfully expand into a number of businesses. Today Godrej is a leading manufacturer of goods and provider of services in a multitude of categories: home appliances, consumer durables, consumer products, industrial products, and agri products to name a few. A recent estimate suggested that 350 million people across India use Godrej products. The group has more recently entered the real estate and information technology sectors, and management views these as avenues for enormous growth. 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.

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1.3 RESEARCH METHODOLOGY Need of the Project/ Significance:

In todays market scenario customer is the core reason for the prosperous existence of any business and it becomes very important for the MANUFACTRER to analyze the customer awareness level. As there are lots of players in the market everyone is striving for his piece of market share and to acquire a good market share than the competitors. dealers is the blood for the growth and survival of business in the market thus proper understanding of dealers awareness will provide the organization with the knowledge of devising strategies for acquiring and retaining the dealers more effectively.

Statement of Problem:
The purpose of the study is to understand the level of customer awareness and dealer awareness at GODREJ-FAMI thereby understanding the customer and dealer their perception and their contentment with the service provided by STORAGE SOLUTIONS OF GODREJ-FAMI. On the basis of this problem statement, the following specific objectives have been crystallized.

Objectives:
1. To analyze the buying behavior of customers in storage solutions 2. To find out awareness level of customers for Fami storage solutions. 3. To find out awareness level for of dealer Fami storage solutions. 4. To find out market potential for Fami storage solutions. 5. Competitor analysis in Fami storage solutions. 6. To find out the market share of Fami. 7. To promote the storage solutions of Godrej-Fami

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Scope of the Study:

The study has covered the industry customer and dealer awareness and feedback and its effect on their purchase..The study has carried out to analyze the awareness level of the customers and dealer, their attitude towards products.

Methodology:
A descriptive study is conducted to understand the level of industrial customer and dealer awareness at GODREJ-FAMI in Bangalore. The study has the data collected from both primary and secondary sources. A survey is been conducted to collect primary data. Sample Size: The sample size include 152 respondents, composed of Dealers and industrial customer. In this 1) A Sample size of 97 are industrial customer 2) A Sample size of 55 are dealers Questionnaire: A two questionnaire was given by the company (Godrej & Boyce) in this, one is industrial customer and another is dealers. Survey: A market survey was conducted for a total of 152 industrial customer and dealers with the help of questionnaire. I met purchase manger of different companies and explained them about the products. I also met the dealers and created awareness about the products.

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Sources of data:
The data required for the analysis were collected as follows Primary Data: In order to collect data a structured questionnaire is prepared. In the questionnaire, questions are presented with exactly same wordings and exactly in the same order to all respondents in order to elicit the right responses. Secondary Data: This data shall consist of the information collected from the companys website and the data is also collected through company records, product brochure, share with us form etc.

Limitation:
o Respondents biasness in answering the questions.. o The study was restricted to only the customers of Godrejs Bangalore.

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1.4 INDUSTRY PROFILE

A wreath storage solution is important after every Christmas holiday. As it is, every Christmas decoration, such as a wreath, is supposed to have a storage place assigned to it so it can be re-used for the next holiday season. A Christmas tree usually has its own box that homeowners can use for storage, but wreaths do not usually have one. To make storing and using Christmas decor trouble-free, people must ready storage solutions at hand. The wreath is rather common these days, as opposed to the view of most people that it is almost extinct now that it is in competition with other Christmas decor, such as dancing lights and other movable and automatic decorations popular these days. Most people today do not know the history of the common wreath, but for people who are well-versed in the history of the Romans or the Greeks, a wreath holds a message that resounds in history. They are an important icon of history; a wreath is a symbol of victory. That is why during the early Olympics, the wreath was placed atop the head of the victor. That is why knowledgeable people will proudly decorate their houses with a wreath because of their meaning in history. These people use a wreath storage solution to protect the wreath from accumulating dust or mites through the months of storage. The proper storage solution for wreaths is non-restrictive because the leaves of a wreath may broke or sag from the pressing material of the storage bag. The wreaths of today are sturdier because they are commonly made-up of plastic leaves. Rotting or pests are now out of the question. Still, homeowners must be careful not to press the leaves too hard because Wreaths can easily be disfigured from pressure. Dust accumulation is also very hard to clean-up because of the deep recesses in the wreath. Because of this, the wreath storage solution must be of the sealed-type. Baker's Racks one the one piece of furniture that has a long history of being part of the home. From the early 17th century though the present, they have been used as a cooling rack or hutch to store items in. Here recently they are regaining favor to decorate your home with old world charm. In the past old world bakers would use these racks for cooling breads, and they eventually made their way into the home. Often made of steel or iron they were used to cool the big trays of baked goods as they came out of the ovens. In old world neighborhoods these racks would find their way to the street where residents could preview the baked goods that were available. One of the benefits to using these bakers racks to cool is they allowed

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for the cooling process to be equally distributed so baked goods maintained their integrity. A variation was added where as a hutch replaced some of the upper shelves allowing storage. As they migrated to the home the baker's racks became far more decorative and became an accent piece of furniture. They started being made in wood and wrought iron. Some added hutches to the top or cabinets to the underneath creating a storage solution as well as a wonderful way to allow homemade baked-goods to cool and cure. Bakers racks in the 21st century may not be used as they once were. They have regained fashion as a way as an accent piece. Most do not use the rack to cool pies or homemade bread. Instead they have come a way to display collections of books, plants and knickknacks. In many cases the plain steel rack is now become ornate and decorative. Some are understated and simple, adding a quiet class to sense of class to a room. Overall most people who purchase bakers racks, have a find it really does add some charm and class to their home. When looking for one deciding what you would like it to accomplish, storage design or both. That will help you pick the one best for you. But no matter what you choose, it's a great way to decorate and organize at the same time. Chest The earliest form of container for storing clothes, documents, valuables, or other possessions, and the most important piece of furniture in the home until the 18th century. Chests with flat tops were also sometimes used as seats or beds. Chests are known from the 18th dynasty (c. 15391292 bc) in Eg\ypt, when they were mounted on short legs. The skills used in making such ancient furniture were lost during the early Middle Ages, when the dugout was made, simply a crudely hollowed tree trunk fitted with a lid and often strengthened with iron bands to prevent splitting. The principal constructional features of early medieval chests lasted until the Renaissance. The so-called Oseberg ship, dating from the Viking era (9th century) and discovered in 1904 in Vestfold, Norway, included among the furniture on board a chest made of oak planks secured by iron bands. The planks are not mortised together, and the end sections stand vertical, thereby forming feet, wider at the bottom than above. The lid is formed by a single curved oak plank that has been roughhewn into shape. The bottom of the chest rests in a groove cut into the end ... (100 of 24685 words) History of Outdoor storage Outdoor storage is meant to be used outdoors. It can be storage that was at one time used in the house, but has now been replaced with new furniture, or it can be furniture that has

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been specifically designed and built for outdoor use. But, just exactly how did outdoor furniture come to be, and what changes have been made? Time Frame In the Prehistoric age, outdoor furniture would have consisted of stone furniture, either chiseled or otherwise shaped into something that could be sat upon, or possibly just a smooth, flat stone. Tree stumps, animal skins, or soft leaves or boughs may have also been used. The Bible even mentions Rachel sitting on a camel's saddle. The Egyptians used wood and brick for both their indoor and outdoor furniture. The Greeks would mainly use wood for their furniture-making. Over the years, materials went from stone to wood, including wicker and rattan. During the Civil War, "camp chairs" made of the same canvas fabric that tents were made of, were seen in both Union and Confederate army camps. The chairs were as simple as canvas stretched over pieces of wood that had been shaped into a chair frame (similar to modern day "director's chairs"), to those that were as finely built as any chair that would have been found in finer homes; the only difference being the seat was of canvas, and the chair could be folded. Metal or resin (including plastic and other products) was soon incorporated into the building of outdoor furniture. And, anyone growing up during the 50s and 60s can remember chairs and loungers that were built on aluminum frames with plastic webbing for the seating area. Types Outdoor furniture evolved from simple stones, stumps, or wooden chairs or stools to modern loungers (one-piece designs of outdoor furniture that allow one to stretch completely out), chairs, swings, gliders, stools, tables, and even storage furniture. Some chairs or stools may even do "double-duty" when it comes to this, as some chairs or stools have storage compartments built right under the cushion or seat. Outdoor furniture has changed through the years, going from rocks or stumps with nothing to support the back, and little, if any cushioning, to furniture that reclines and has as much padding as a bed. Size Early outdoor furniture could range in size from small to large stones or stumps chosen to accommodate the "sitter". He or she would simply pick and choose from the available resources until the most suitable one was found. Modern furniture today can be small enough to hold a toddler or designed solely to support large frames.

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Benefits Sitting on outdoor furniture in the "old days" had the same benefits as it does today. One's "hindquarters" were and are not in direct contact with hard, damp, or otherwise unsuitable sitting surfaces. Potential Just as in-home furniture styles continue to change, so too will porch furniture. The possibilities for improvement are many, including making them more ergonomically designed, more comfortable and more durable.

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1.5 COMPANY PROFILE

J. N. GODREJ

Chairmans Message
The corporate landscape is undergoing several sweeping changes and Indian companies across sectors have begun to pursue growth both within the country as well as overseas. Today, as India competes in an increasingly globalized economy, the Godrej Group is ready to play a major role in the Indian growth story. At Godrej, we have always successfully competed with MNCs in India and abroad and kept the spirit of enterprise alive. This has been possible for various important reasons. The Godrej name is synonymous with trust. It is a well-documented fact that trust lowers transaction costs, corruption, and bureaucracy. Thus, trust is a source of significant competitive advantage to us. I firmly believe that our highest standards of corporate governance, modern management and use of cutting edge technology and long-term, performance-focused strategies will be the key drivers in future years.

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MILESTONES

Ardeshir Godrej (1868-1936) was the first Indian Manufacturer to displace well entrenched foreign brands from the market. The word GODREJ, etched into the metal of his locks, became a symbol of self-reliance for the generations that followed. With each new product Ardeshir changed perceptions of industry in India. He produced the first finest security equipment, and stunned the world by creating soap from vegetable oils. What started as a dream had become a movement, but it was left to another man to carry it forward. On 7th May, 1897, Ardeshir 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. To know more about Godrej & Boyce Mfg. Co. Ltd. The Godrej Name displaced well established foreign brands from the Indian market. The name 'Godrej' engraved into the shiny metalof the Godrej Locks came to be known as a symbol of self reliance, trust-worthiness, assertiveness and progressiveness for a new generation of Indians. Ardeshir Godrej's relentless quest of self-reliance made him explore newer avenues of opportunities. Manufacturing Soap was one of them. In the year 1918, Godrej Soaps Limited

came into being. In1920, he revolutionized the Soap industry by manufacturing the first toilet soap purely from vegetable oils. Before that, animal fat praises from India and from foreign lands too

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CORPORATE TIMELINE

1897 - Godrej & Boyce Mfg. Co. Ltd. was established.

1918 - Godrej Soaps Limited was incorporated.

1971- Godrej Agrovet Limited began as an Animal Feeds division of Godrej Soaps.

1974 - Veg oils division in Wadala, Mumbai was acquired

1990 - Godrej Properties Limited, another subsidiary, was established.

1991 - Foods business started. Godrej Agrovet Limited was incorporated.

1994 - Transelektra Domestic Products was acquired.

1995 - Transelektra forged a strategic alliance with Sara Lee USA.

1999 - Transelektra was named Godrej Sara Lee Limited.

2001 - Godrej Consumer Products was formed as a result of the demerger of Godrej Soaps Limited. Godrej Soaps was renamed Godrej Industries Limited.

2002 - Godrej Tea Limited was set up.

2003 - We entered the BPO solutions and services space with Godrej Global Solutions Limited.

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2004 - Godrej Hi Care Limited was set up to provide a Safe Healthy Environment to customers by providing professional pest management services.

2006 - The foods business was merged with Godrej Tea and Godrej Tea was 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 colorful logo and a fresh identity music

In April 2001, Godrej Industries was formed the consumer products division of Godrej Soaps Limited was de-merged to form Godrej Consumer Products Limited.

In the same year, Godrej Soaps was renamed Godrej Industries Limited. Godrej Industries expanded its portfolio of products. It added a slew of investments to its associate companies, while re-in forcing its existing businesses that include oleo chemicals, veg oils and medical diagnostic equipments.

As they say no guts, no glory. But at Godrej, we must say it has been a glorious 106 years of being the face of Indian industry. We have always set the trends, always defined the market place and always achieved our glory. Here is a quick preview of the various milestones we have crossed in the past 106 years.

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MISSION &VISION

Vision:We are dedicated to Deliver superior Stakeholder value By providing solution to existing and emerging consumer needs in the Household & personal care Business. We will achieve this through Enduring Trust and Relentless innovation Delivered with Passion and Entrepreneurial Spirit.

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Mission: -

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

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VALUES

y y y y y y y y y y

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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BOARD OF DIRECTORS
Board of director: Mr.J. N. Godrej (Chairman and Managing Director), Mr. Adi B Godrej, Mr. Hoshedar K Press, Mr. Dalip Sehgal, Managing Director Non executive director: Mr. Bala V Balachandran Mr. Jamshyd N Godrej Mr. Nadir B Godrej Ms Rama Bijapurkar Dr. Omkar Goswami Mr. A Mahendran Mr. D Shivakumar Mr. Bharat Doshi Mr. Aman Mehta

SHAREHOLDERS
Since its inception, the Company is controlled by the GODREJ family based in Mumbai, India. Its shares are not listed on any Stock Exchange. About one-fourth of the Company's share capital is held by Pirojsha Godrej Foundation, a public charitable trust.

GODREJ FINANCER There are several financers who finance to the Godrej company those are written below:y y y y y Central Bank of India State Bank of India Citibank N.A. HDFC Bank Limited The Hongkong and Shanghai Banking Corporation Limited.

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SWOT ANALYSIS
STRENGTHS:-

1. The Company has got wide range of branches within the country.

2. The Company has wide range of product line.

3. Godrej is having better Sales after services.

4. The Company has there respectable and believable brand name.

5. Company is having large number of customer with higher satisfaction.

6. The management is trained and efficient & the network of service centers is good in states.

WEAKNESS: 1. The Company does not go for advertising, which is one of the biggest Disadvantage Godrej.

2. Its emphasis more on the advertising of office automation & prima division.

3. The company is focusing many security products at a same time.

4. The effective selling schemes are not available like payment on installments.

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OPPORTUNITIES: 1. Godrej has more opportunities to grow as it has earned good name in security sector.

2. Technical up gradation time to time is also one of the opportunities.

3. Godrej can focus on big project like construction. Where there is a great demand Of security equipments

Threat: 1. The growing competition in the security sector is threat for all manufacturing companies so it is also threat for Godrej to stand in the market with the higher position.

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BUSINESS PROFILE
UPDATE AS PER 2009

Annual sales
Sr .no 1

Particulars
Godrej & Boyce Mfg. Co. Ltd.

Rupees in Million 28,896

US $ In Million 718.7

Godrej Industries Ltd.

7,143

177.7

Godrej Commodities Ltd.

153

3.8

Godrej InfoTech Ltd.

203

5.0

Godrej (Malaysia) SDN. BHD. Malaysia

61

1.5

Godrej Godrej InfoTech Ltd.Godrej (Malaysia) SDN. BHD

99

2.5

Godrej Godrej InfoTech Ltd.Godrej

6824

169.7

Goldmohur Foods& Feeds Ltd

3233

80.4

Godrej Properties Ltd

1172

29.2

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10

Godrej Hicare Ltd

50

1.2

11

Godrej International Ltd

2476

61.6

12

Godrej Global Mid East FZE, Sharjah UAE

91

2.3

13

Godrej Consumer Product Ltd

9914

246.6

14

Godrej Sara Lee Ltd

5578

138.7

15

Geometric Ltd

3831

95.3

16

Godrej EFACEC Automation & Robotics Ltd

72

1.8

17

Godrej Hershey Foods and Beverages Ltd

1539

38.3

18

Mercury Mfg.co.Ltd

241

6.0

19

Godrej & KHIMJI(Middle East) LLC, Oman

169

4.2

20

Godrej(Vietnam) Co.Ltd

114

2.8

71,858

1787.3

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Division of Godrej & Boyce Mfg. Co. LTD

GODREJ & BOYCE MFG.CO.LTD

Home Appliance

Furnitures Goods

Security Equipment Division

Material Handling Equipment

STORAGE SOLUTIONS

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LOCATION

GODEREJ & Boyce Mfg.Co.Ltd Registered Office, Head Office and Mumbai branch Pirojshanagar, Vikhroli, Mumbai (400079), India
EAST Kolkata, Bhubaneswar, Guwahati, Ranchi, Patna

WEST

Mumbai, Ahmedabad, Bhopal, Dombivli, Indore, Jabalpur, Pune, Raipur, Thane

NORTH

New Delhi, Chandigarh, Faridabad, Ghaziabad, Gurgoan, Jaipur, Jalandhar, Jammu, Kanpur, Lucknow, Noida

SOUTH Chennai, Bangalore, Coimbatore, Hyderabad, Kochi, Secunderabad, Trivandrum,Visakhapatnam

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1.6 PRODUCT PROFILE FAMI STORAGE SYSTEM , CREATED TO CREATE

FAMI was originally set up, the company was specialized in the manufacture of industrial fittings. Over the years, major financial and energy investments have been made to enhance the firms professionalism, to build intensive network of relationship, And to transform the material research into increasingly functional, innovative, and quality of products. fami is now a consolidated business, with a manufacturing divisions Of over 200 thousand square meters80 thousand of which are covered , in which 250 people work . it have five overseas branches, located in Germany ,Poland , Switzerland , Austria and china , and authorized distributors covering all of Europe ,south-east asia, the middle east, and Latin America. Every year, 8 million kg of iron and steal are utilized, as well as 2.5 million kg of plastics, manufacturing is carried out on an entirely in-house basis, with a division set aside solely for plastics production and moulding.

Introduction:

Tool Storage Cabinets

Fami Tool storage cabinets are the ideal storage solutions for proper storage of your shop floor tools. They not only help in proper storage of tools without mixing, thereby saving lot of time while on shop floor usage, the system gives total protection against pilferage. Several variants of tool storage cabinets are available with us with provision for pneumatic and electrical connections, back perforated boards for placing hand tools using suitable hooks.

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Wooden Workbenches
Fami manufactures the worlds best workbenches in terms of ergonomics, utility and various accessories that can be clubbed with. A wide array of wooden workbenches is available where working length ranges between 1.3m to 3m. Accessories such as tool cabinets, power legs (integrated with pneumatic and electrical lines), dual slotted upright system for overhead antiglare lighting or perform back for storage which can be quickly mounted to worktops are easily available. In case catalogue attached do not contain the workbench you require, please contact our sales representative.

Steel Workbenches
Fami steel workbenches are extremely heavy duty with load rating up to 2000 kgs udl. It comes in different sizes starting from 1. 2m to 2m. Provision for drawer units and perforated back panel for tool storage shall also be provided.

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Modular Assembly Workstations

Fami modular assembly workstations are versatile systems having option for single sided or double sid workbench with a full range of accessories to facilitate assembly works. Accessories include mobile tool cabinets, shareable sliding cabinets; perform boards for tool storage, panels for storage of components and smaller items required for assembly and work seating, pneumatic overhead seamless carriers and anti glare lighting arrangements.

ESD Safe Workstation

Fami ESD / dissipative workstations are ideal for electronics industry. Fami workstations comes with wide range of accessory material inclusive of tool cabinet with sliding profile, portable tool trolleys, back shelf for bins and components, integrated pneumatic and electrical ports, perfoback for tools storage, over head anti glare lighting and seamless carriers for pneumatic line sharing.

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Oil Station
Fami Oil Storage cabinets are the ideal system for storage of wide range of oils in limited space. Storage cans come in 25litres and 10 liters variants. Optional drip trays and safety tanks to prevent spillage can also be provided.

NC Tool Cabinets
Fami machine tool cabinets are the ideal storage solutions for nc tools storage. They are available with retractable drawer designs, horizontal or tilted shelves and are completely customizable. Various taper options such as ISO 30, 40, 45 & 50, VDI 30, 40, 50 & 60, Morse Taper, Capto, HSK are available. Several variants include cabinets with single leaf door, double leaf doors, rolling shutters and polycarbonate doors.

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NC Tool Trolleys
Fami NC tool transportation trolleys are the ideal solutions for safe and convenient movement of nc tools from machine tool cabinet or tool crib to nc machines. Fami NC tool trolleys comes in generic design with plug and insert tool tapers for wide range of common tool tapers like ISO, VDI, Morse Taper, Capto, HSK and few others. Same tool trolley shall have multiple tool tapers attached and is totally modular in nature.

NC systems for Tool Cribs

System SR are highly modular in nature and hence can be added by 'n' units as continuous units with combination of drawers, retractable shelves or fixed panels. This solution is ideal for bulk storage of Machine Tools under lock and key condition. Wide range of plastic tool holders is available. Eg.: ISO 30/40/45/50, VDI 30/40/50/60, MORSE TAPER 2/3/4/5, CAPTO C3/C4/C5/C6/C8, HSK A32/A40/A63/A80/A100 and few others. Even vertical drawers having provision for special tooling such as broaches can be easily integrated into the system.

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Industrial Storage Cupboards

Fami Industrial Storage cupboards come in different sizes and are totally customizable in terms of internal arrangement. Provision for drawers, panels, retractable shelves is present based on items to be stored. Door options comes with full height leaf door, polycarbonate leaf doors, sliding doors, rolling shutter doors.Fami Industrial cupboards are the ideal storage solutions for heavy items to be stored under lock and keyand comes with load capacity up to 800 Kgs per cabinet.

Bin Storage Cupboards

Fami bin storage cupboards are exclusively meant for bulk storage of small components in plastic bins/crates/practiboxes. These cupboards come with height adjustable shelves and ensure maximum density in bin storage which typical cupboards do not provide. Bin cupboards are available at heights of 1m and 2m.

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Industrial Computer Cabinets

Fami Industrial computer cabinets are ideal for your shop floor requirement. Industrial computer cabinets avoid dust accumulation and damage of computer monitors by filings and other industrial dust. The unbreakable polycarbonate door with safety lock provides maximum safety to your computer monitor. These are suitable for monitor sizes upto 21". Retractable keyboard shelves can be locked in two different positions generously sizes to make place for work accessories. Fami Industrial computer cabinets comes with 1 or 2 nos of cooling fans with cabling ducts and electrical system with 230V 10A circuit breaker specially tested accoding to CEI EN 60204-1.

Boltless Shelving System

Fami offers the most versatile bottles shelving to clients across the globe. All panel assemblies are by use of galvanized clips and totally eliminates the need for enlightening of nuts and bolts for level rearrangements. Side panels, back panels are separate components and can be fitted as and when required. Leaf door and sliding door options are available for front closure if required or to bring under lock and key. Fami boltless shelving panels are capable of taking up to 400 kgs load per level

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Bin Shelving Systems

Fami Bin shelving systems comes in two different types. System TR is an angle based system with side profiles where bins rest. The side profiles and angle distance are based on bin dimensions. Hence system TR ensures maximum density of storage for bins unlike any other conventional shelving systems. System Domino is a prefab system based on bin dimensions. With top cover or worktop, system Domino can act as a work surface thereby ensuring maximum storage under work surface.

Material Movement Trolley

Fami offer wide range of material movement trolleys for various applications. Available shelves include steel and wood. Provision for side retainers to prevent accidental fall of items can also be provided. Both open and closed type trolleys are available under Fami range.

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Bin Transportation Trolleys

Fami combi trolleys are modular trolleys with provision for shelves (horizontal and inclined with retainers). They are ideal for bulk movement of bins. Several varieties of self-stackable bins are also present under Fami.

Replenishment Trolleys
Fami replenishment trolleys are commonly used for feeding assembly stations. Replenishment trolleys can either be single sided or double sided and generic bin fixing rails allows fixing of smaller as well as medium sized bins. It allows 100% accessibility to all bins as it is not stacked one on top of another.

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Fami perfoboards are ideal for categorical storage of tools. Several types of hooks are available as accessories to cater to different type of tools such as spanners, screw drivers, drill bits, pliers, hammers, scissors, oil containers, bins etc. These perform boards can either be wall mounted or fitted at the back of workbenches.

Polypropylene Plastic Bins

Fami polypropylene plastic containers offer excellent value for money. These are ideal containers for automatic storage systems, automated handling and for manual handling. Fami bins are shock and oil resistant and come with an unmatched 5 years guarantee. Perforated and solid variants are available. On request, containers with wheels, transplants/feet for pallets are also available. Fami steel stacking containers are an excellent value for money option. These are available in grey or blue colures. Galvanized options are also available. 90 degree block handle helps in easy handling of the bins. Bins are designed considering easy carriage in trolleys. Front opening variants are also present for easy picking of smaller components.

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Food Grade Plastic Crates

Fami food grade plastic bins made out of Polypropylene (PP) exhibits good comparison between quality and price. It is light in weight, but rigid and is the best option to store food stuff. Fami food grade plastic bins comes with an unmatched guarantee of 5 years

Conductive Bins
Fami ESD bins are specially designed for electronics industry. It is made of special conductive plastic fami 408 l. Base material: polypropylene copolymer with carbon black as conductivity additive.

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Jigs & Fixture Storage

Fami System AR is a heavy duty retractable system ideal for storage of heavy punches, dies, jigs & fixtures right on the shop floor. Unlike conventional heavy duty shelving systems, System AR provides compatibility with EOT cranes as well as material handling equipments such as Fork Lift Trucks, Stackers. Heavy duty design of System AR coupled with safety features comes with load rating of 800 Kgs to 1000 Kgs per retractable shelf. Provision for enclosure using sliding doors can also be integrated.

Shop Floor Seating

Fami provides world class shop floor seating products. Shop floor swivel chairs are available in two different materials: beech plywood and polyurethane. Provision for double swivel wheels, low noise floor feet, height adjustment by screw or gas pump, chromium plated foot rest are available based on models.

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Inflammable Liquid Storage

Completely made of high quality steel sheets, with passivity and epoxy painted surfaces. They are equipped with large loopholes for the air exchange and inside fire-breaker nets The shelves are perforated in case of possible liquids dripping Collection tank on the bottom provided with drain cock for the periodic cleaning Shaped legs for possible floor fixing Electrical continuity and exterior adhesive signs accordingly to the rules in force

Non-Slip Mat
Fami anti slip mats are extremely useful in areas where chances of oil spillage are high. These mats are portable and can be laid across based on the layout required (around machinery/lines). Non-slip matting can cover electrical cables running along the floor safely and is designed keeping in consideration convenient trolley or equipment movement on top. The special relief pattern on the surface guarantees maximum adherence, even in wet conditions. They are available with perforated and solid surface variants.

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Mobile Safety Ladder

Fami mobile safety ladder can be used to reach higher heights of a shelving system. The optional upper tray is a perfect companion for picking operator. Ladder comes with safety side railings to prevent fall of operator. Steps of mobile safety ladder are chequered and carefully designed to ensure maximum stability and safe operating conditions for picker. Fami mobile safety ladder is light weight and small enough in size to maneuver within shelving system aisle space

Bench Vices
Fami manufactures the worlds best class steel and cast iron bench vices. Steel bench vices come with varying jaw widths: 80mm, 110mm, and 130mm as front opening and 120mm as rear opening. Cast iron bench vices comes with varying jaw widths: 100mm, 120mm, 150mm as rear opening

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Multi box
Fami multi boxes are ideal for small component storage within bins so that movement of entire lot becomes easier. Multi boxes are available in 10 different sizes. The galvanized steel safety guard prevents the boxes from accidentally falling out of the stacking housings. Transparent polystyrene dividers and labers are available for segregating and identification of small components. A special handle supplied on request makes it easy to lift and carry the multi boxes.

Practibox
Fami practibox systems are ideal for small components storage like nuts, bolts, washers, rivets, bushes, etc Practibox systems are made out of abs structure with transparent polystyrene compartments having high mechanical resistance. Systems allow easy front opening of compartments. Wide range of fitting options include wall fixing, container trolley, rotary tower, vertical drawer based system for lock and key provision.

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Store Van
Store van is an innovative system with components imported from fami spa, italy to convert any commercial vehicle to a completely customized on/off road service vehicle. Internal components include workstations for repair or assembly works, storage cabinets for storage of tools/spares, anti-skid rubber mats to avoid movement and mixing of stored parts while driving the vehicle. Store van designs are completely modular with no welding required to the vehicle body. Store van designs are crash test verified as per European regulations ece-r17 with impact at 50 km/hr. Store vans come with a warranty of 3 years.

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CHAPTER 2 DATA ANALYSIS AND INTERPRETATION

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1. Data Analysis and interpretation of Industrial customer:

A. Customer Awareness of GODREJ-FAMI storage solutions: Table no. 1: showing the customer awareness of storage solutions equipments. Awareness No. Percentage Aware 27 28 Not aware 70 72 Total 97 100

Customer awareness Level of GODREJFAMI storage solutions

28%

Aware 72% Not aware

Fig no. 1 Interpretation: y From above pie chart we see that 28% of the customers are aware of Godrej-Fami storage solutions and 72% of the customers are still not aware of these equipments. y It shows that a large percent of market is unexplored and these products need a good promotion.

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B. Number of aware customers who using our product : Table no. 2: shows number of aware customers who using Godrej-Fami storage Solutions. Aware customers Users Non Users Total No. 5 22 27 Percentage 19 81 100

Users & Non Users storage solutions

19%

Users Non Users 81%

Fig no. 2

Interpretation: y Only 19% of the customers are using GODREJ-FAMI storage solutions. Because knowledge of the company is very less also cost is very high.

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C. Non users of storage solutions equipments who are willing to use these equipments: Table no. 3: shows the data of customers willing to use GODREJ FAMI storage Solutions . Non users Willing to use Not willing to use Total frequency 30 40 70 Percentage 42 58 100

Willingness to use storage solutions

42%

Willing to use 52% Not willing to use

Fig. no. 3 Interpretation: y 42% of the non users of the company (customer) are willing to use these equipments. y Above data shows a great opportunity in the market for the the manufacturers of storage solutions

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D. Sector wise Analysis:

Shows the number of companies visited in different sectors Table no. 9: Shows the no. of companies visited in different sectors: Sectors General Engineering Auto & Auto ancillary Logistics Textile Others Total No. of Companies visited 35 26 15 8 13 97

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1. General Engineering: Awareness of GODREJFAMI storage solutions in general engineering: Table no. 10: Awareness of GODREJ-FAMI storage solutions in general engineering Awareness customer Aware Not aware Total 09 26 35 26 74 100 of No. of companies Percentage

Awareness of GODREJFAMI storage solutions

26%

Aware 74% Not aware

Fig. no. 9

Interpretation: y In this sector more customers not aware Fami storage solutions.

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2. Auto & Auto ancillary Sector: Awareness of GODREJ-FAMI storage solutions in auto & auto ancillary Sector: Table no. 11: Awareness of GODREJFAMI storage solutions in auto & auto Ancillary sector. Awareness Aware Not aware Total No. of companies 6 20 26 Percentage 24 76 100

Aware ess f

EJFAMI st rage s l ti

24%

Aware 76% Not aware

Fig. no. 10

Interpretation: y In this sector awareness level of GODREJ-FAMI storage solutions low. y They already taken from different company so requirement there .
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3. Logistics Industry: Awareness of GODREJ-FAMI storage solutions in logistics sector: Table no. 12: Awareness of GODREJFAMI storage solutions in logistics sector . Awareness Aware Not aware Total No. of companies 7 8 15 Percentage 47 53 100

Awareness of GODREJFAMI storage solutions

47% 53% Aware Not aware

Fig. no. 11

Interpretation: y In this sector also more customers are not aware Fami storage solutions. y The knowledge of the company very low , need to promote the product.

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4. Textile industry: Awareness of GODREJ-FAMI storage solutions in textile industry: Table no. 13: Awareness of GODREJFAMI storage solutions in textile industry. Awareness Aware Not aware Total No. of companies 0 4 4 Percentage 0 100 100

Awareness of GODREJFAMI storage solutions

0%

Aware Not aware 100%

Fig no : 12

Interpretation y The textile industry has 0% knowledge of Fami storage solutions. so we can more meet textile industry to give catalogue of our procucts.

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5. Other Sectors: Awareness of GODREJ-FAMI storage solutions in other industry: Table no. 13: Awareness of GODREJ-FAMI storage solutions in other industry. Awareness Aware Not aware Total No. of companies 5 8 13 Percentage 38 62 100

Awareness of GODREJ-FAMI storage solutions

38%

Aware 62% Not aware

Fig. no. 13

Interpretation: y Other sector includes government sectors, Food and beverages, papers and allied, IT sector etc. y Awareness level of GODREJ-FAMI storage solutions low.

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E. Modes adopted to get information regarding storage solutions. Table no. 4: Shows the mode adopt to get information regarding storage Solutions. Sources Internet Yellow pages/just dial Exhibition Any other total No. of companies 22 45 18 12 97 Percentage 22.6 46.4 18.6 12.4 100

Mode do they adopt to get information regarding storage solutions .

50 45 40 35 30 25 20 15 10 5 0 46.4

22.6 18.6 12.4 mode do they adopt to get information regarding storage solutions .

Internet

yellow pages/justdial

Exibition

Any other

Fig. no. 4 Interpretation: y Internet and Just dial are two strong mode do they adopt to get information regarding storage solutions. y For purchasing product of storage solutions they directly contact with company.

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F. The delivery period customer would expect. Table no. 6: Shows the delivery period customer would expect. Sources In 2-3 weeks 3-6 weeks 6-9 weeks More than Total No. of companies 45 32 15 5 97 Percentage 46.4 32.9 15.5 5.2 100

delivery period customer would expect

50 45 40 35 30 25 20 15.5 15 10 5.2 5 0 2-3 weeks 3-6 weeks 6-9 weeks more than delivery period would expect by compay 32.9 46.4

Fig. no.6 Interpretation: y 46.4% percent of customer would expect within 2-3 weeks. y It shows that companies need urgent requirement of the products.

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G. Factors influencing the selection of products. Table no.7: shows the data for the factors influencing the selection of a brand. Factor No. of response in favor Percentage of a particular factor Price Brand name durability esthetics overall total 37 25 12 10 13 97 38.2 25.0 13.0 10.3 13.5 100

Factors influencing the selection of a particular Product

45 40 35 30 25 20 15 10 5 0 38.2

25 13 10.3 13.5 Factors influencing the selection of a particular Product

Price

Brand name Durability

esthetics

overall

Fig. no. 7 Interpretation: y We see that price is the most important factor for the selection of a product in storage solutions. y Quality & features and spare part availability are also very important for most of the company.

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H. After showing our company product, Number of companies interested in our product. Table no 8: Number of companies interested in our product. Awareness Interested Not interested Total No. 29 68 97 Percentage 29.9 70.1 100

Number of customer intrested to go our product

29.9%

Intrested 70.1% Not intrested

Fig no. 8 Interpretation: y From above pie chart we see that 57% of the customers interested to go our product and 44% of the customers not interested to go our product. y It shows that a large percent of market is unexplored and these products need a good promotion.

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2. Data Analysis and interpretation of dealers:

A. Dealer Awareness of GODREJ-FAMI storage solutions: Table no. 14: showing the dealer awareness of storage solutions. Awareness No. percentage Aware 15 27 Not aware 40 73 Total 55 100

dealers awareness Level of GODREJ-FAMI storage solutions

Aware 73 Not aware

27

Interpretation: y From above pie chart we see that 27% of the dealers are aware of Godrej-Fami storage solutions and 73% of the customers are still not aware of these equipments. y It shows that a large percent of market is unexplored and these products need a good promotion. y Dealers not aware because Lack of knowledge about the product .

Fig no. 14

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B. The different products the dealers deal with. Table no 15: different products the dealers deal with. Tools cabinets Trolleys Shelving system Any other Total 25 7 16 13 10 71 35 10 23 18 14 100

different products, dealers deal with.

30 25 25

20 16 15 13 10 10 7 5 different products, dealers deal with .

0 Tools cabinets trolleys shelving system Any other

Fig. no. 15 Interpretation: y Maximum dealers dealing with tools with 35%, so the our company can meet the tools dealers they can get business from them.

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C. Dealers expectation of margin. Table no 17: Dealers expectation of margin in terms of percentage. Sources 25% 30% 35% 40% More than Total No. of companies 0 7 14 18 16 55 Percentage 0 13 25 32 30 100

Dealers expectation of margin in terms of percentage

20 18 18 16 16 14 14 12 10 8 6 4 2 0 0 25% 30% 35% 40% More than 7 Dealers expectation of margin in terms of percentage

Fig. no. 17 Interpretation: y 40% of the margin in terms percentage dealers expected.

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D. The delivery period dealers would expect. Table no. 18: Shows the delivery period dealers would expect. Sources In 2-3 weeks 3-6 weeks 6-9 weeks More than No. of dealer 19 14 6 1 Percentage 47 35 15 3

No. of customers who gave answers = 40

delivery period customer would expect

20 18 16 14 14 12 10 8 6 6 4 2 0 2-3 weeks 3-6 weeks 6-9 weeks more than 1 delivery period would expect by dealer 19

Fig. no. 18 Interpretation: y 47% percent of customer would expect within 2-3 weeks. y It shows that urgent requirement of the product.

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E. The number of dealers interested in dealership. Table no 16: Number of dealers interested in dealership. Awareness Interested Not interested Total No. 9 6 15 Percentage 60 40 100

Number of dealers intrested to go our product

40%

60%

Interested Not interested

Fig no. 16 Interpretation: y From above pie chart we see that 60% of the customers interested to go our product and 40% of the customers not interested to go our product. y It shows that a large percent of market is unexplored and these products need a good promotion.

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2.2 FINDINGS
y No proper Advertisement

Not widely spread in the rural area and urban

After sales service is not satisfactory

Management is quite rigid

There is a huge gap between words and work

Aims at increasing the sales volume rather after sales service

Motivation level is quite low

It has an opportunity to capitalize its sales growth by taking the advantage on Peoples faith.

y There is no communication with the customers after the selling of the product.

y Many customers fail to register their complain y Godrej has become no. 1 in Orissa due to the Exchange offer rather its Brand impact

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2.3 CONCLUSION
After the successfully completion of my summer internship I understood that market research is an important aspects for a company through out the life cycle of a particular product. Hereby I would like to conclude by saying that it was a great experience doing this project. It was a great experience practically experiencing what we had learnt till now It helps in knowing the changing taste, preference, life style etc. of the consumer. During the training I found the getting accurate response from the customers due to their inherent problems. They may be partial or may refuse to cooperate. . In this project I came to conclusion that Godrejs is the market leader in branded storage solutions but there are a lot of scopes for enhancing their market share. Whereas in the storage systems segment they need to work a lot in building their brand reputation because they are very new to this sector. Fighting against established brands like nilkamal, Indo-built and local players would prove to be tough but with their brand strength they can always succeed.

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2.4 SUGGESTIONS
y Company should focus on pricing policy in comparison to its competitors because its competitors provide same products in lower rates. y The company should have to focus better design for product. y The company should focus on their after sale services. y Company Should Increase Man Power for sales. y 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. y 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 y The product design is not So charming As Compare to , LG and Samsung. As per survey most of dealer discuss about it sale which Is down due to design. y Any complaint is observed from the dealers, it should be dealt quickly. This will reduce the chance for dissatisfaction. y Company should try to Maintain competitive prices for consumers ,And should focus on these to keep the brand image in the minds of people. y Market strategies of home appliances providers should emphasize in price strategy. y If any complaint is observed from the consumer, it should be dealt quickly. This will reduce the chance for dissatisfaction. so the company have to a customer care as other industries

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RECOMANDATION
y It should do its advertisement by distributing its leaflets which will be ver less expensive. y It can get publicity by organizing interesting games with small prizes. y The companies should give efficient and effective services to the customer. So the product performance shall be better to give equip. Long life and accuracy & that leads to the growth of need in the security. y There should be improvement in advertising/sales promotional activities at different level of market to improve the need. y The companies should try to minimize the price (costs) to the customer & quality should be upgraded so that they will not affect the need and market. y The companies should try to focus on particular product for the particular industry or organization that simply means to classify the needs.

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CHAPTER 3 3.1 BIBLOGRAPHY

Books referred: Research methodology-C.R. Kothari Marketing research by dr. karunakaran Philip Kotler and Koshy Jha, Marketing Management

Website referred: www.godrej.com www.godrejindia.com www.famispa.com

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Annexure 1 CUSTOMER QUESTIONNAIRE

Name/designation: __________________________________________________ Department: _______________________________________________________ E-ID: _________________________ date: _____________________________

Phone: ____________________________________________________________ 1) What is your line of business?

a) General Engg C) Textile b) Auto & Auto ancillary d) logistics

Any other: ____________________________________________________

2) What is the turnover of your company?

a) 1-25 crores b) 25-50 crores

c) 50-75 crores 3) Are you using storage solutions? a) Yes

d) Above

b) No

4) what mode do you adopt to get information regarding storage solutions ? a) Internet b) yellow pages /just dial

c) Exhibitions

e) Any other

5) Are you touch with any Dealer/ company for storage solutions? a) Yes b) no

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Contact person/Number____________________________________ 6) Are you aware of Godrej shop ware solutions?

a) Yes

b) No

7) Do you know about Godrej Fami storage solutions?

a) Yes

b) No

8) Kindly rate the following parameters from 1 to 5 on the basis of selecting a product a) Price b) Durability c) Brand name

d) Aesthetics

e) Option

9) What is the delivery period you would accept? a) 2-3 weeks b) 3-6 weeks

c) 6-9 weeks 10) Are you currently using any such products? a) Yes

d) more than

b) No

If yes, which make__________________________________________________ 11) Would you be interested to go for our products? a) Yes b) No

If yes, can you ask concerned engineers to get in touch with you? a) Yes b) No

Name & Sign with Seal

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Thank You for Your Cooperation!

ANNEXURE 2 Dealers Questionnaire

Name: ____________________________________________________________ Address: __________________________________________________________ E-ID: _________________________ date: _____________________________

Phone: ____________________________________________________________ 1) What is your organization name and when it was incorporated? Ans: _________________________________________________ 2) What are the products you are dealing with? Ans : a) Tools c) Trolleys b) Cabinets d) shelving system

e) Any other: ___________________ 3) What is the turnover of your company? Ans: a) 1-25 lacks c) 50-100 lacks b) 25-50 lacks d) above

4) Which company product do you represent? Ans: a) ______________________________ 5) Are you aware GODREJ - FAMI storage system?

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Ans : a) Yes b) No If yes please mention how_______________ 6) Are you interested in dealership? Ans: a) Yes b) No

7) What is your expectation in terms of percentage? Ans: ________________________% 8) Which products do you looking TO? Ans: _________________________ 9) What time you need the delivery? Ans: a) 2-3 weeks c) 6-9 weeks b) 3-6 week d) more than

10) Would you stock and sell the product? Ans: a) yes b) no

Name & Sign with Seal

Thank You for Your Cooperation!

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