Project
Project
Project
01 INRODUCTION 2
02 OBJECTIVES 5
03 COMPANY 7
OVERVIEW
04 REVIEW OF 11
LITERATURE
05 THE 22
COMPETITORS OF
GODREJ INTERIO
06 RESEARCH 24
METHODOLOGY
07 DATA ANALYSIS 27
,RESULTAND
INTERPRETATION
08 FINDINGS AND 44
SUGGESTIONS
09 LIMITATION OF 46
THE STUDY
10 APPENDIX AND 48
BIBILOGRAPHY
11 QUESTIONNAIRES 50
Page 1
Chapter 1:
Introduction
Page 2
Introduction
Need of study
Page 3
Scope of study
The very purpose which the company has laid down has given us enough
guidelines to design the scope of the project.
Page 4
Chapter 2:
Objectives of study
Page 5
Objectives
Page 6
Chapter 3:
Company overview
Page 7
Company overview
Godrej is a brand touches the lives of millions every day. The company
celebrated its centenary in 1997. Getting started in 1897 by Sir Ardeshir Godrej,
who initiated with Godrej locks. Later on it went into making safes and security
equipments of extreme quality. From there on Godrej got translated into a
multi-business enterprise.
It is now one of the largest privately held industrial corporations in India. The
combined sales of Godrej Industries in F.Y 08’ was over USD 850 millions.
The current employee strength stands at about 8500 employees.
The Godrej group is one the largest players of Home Appliances in India and
has always delighted the consumer with relevant technology in a wide range of
efficient products. Godrej is redefining the technology space in Indian
Appliances context. Godrej interio is a business unit of Godrej group, one the
Godrej Group, one of the India’s largest engineering and consumer product
groups.
Page 8
Godrej Interio is India’s largest furniture brand. From manufacturing the
humble storwel cupboard 80 years back to being a vibrant, innovative brand
with a diverse portfolio-it’s a brilliant, exciting journey for the company.
The company love bringing alive the dream space of customers. The company
emphasizes comfort and aesthetics while delivering well designed, fun and
functional furniture solutions to you.
True to the Godrej mission to conserve the environment, the company design
products, set up processes and use raw materials that are eco friendly to
preserve the natural resources. The company offers their customers home and
office furniture, along with solutions for laboratories, hospitals and healthcare
establishments, education and training institutes, shipyards and navy,
auditoriums and stadiums. The company is present across India through their 50
excusive showrooms in 18 cities and through 800 dealer outlets.
VISION
Godrej – the choice for home and work space solutions.
Godrej is dedicated to deliver superior stake holder value by providing solutions
to existing and emerging customer needs in the household and personal care
business.
We will achieve this through enduring trust and relentless innovation delivered
with passion and entrepreneurial spirit
MISSION
Enriching life by transforming home and work spaces
Godrej mission is to operate in existing and new businesses which capitalize on
the Godrej brand and our corporate image of reliability and integrity. The
company’s 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 conductive to learning and team work.
Page 9
VALUES
· Trust
· Integrity
· Respect
· Environment
· To serve
Page 10
Chapter 4:
Review of literature
Page 11
REVIEW OF LITRETURE
Competitive analysis defined as identifying the competitors and evaluating their
strategies to determine their strengths and weaknesses relative to those of the
company’s own product or service a competitive analysis is a critical part of the
company’s marketing plan with this evaluation the company can establish what
makes their product and service unique and therefore hat attributes the company
play up in order to attract the target market.
Evaluate the competitors by placing them in strategic groups according to how
directly they compete for a share the customer’s money. For each competitor or
strategic group, their product and service must be listed, its profitability growth
pattern marketing objectives and assumption current and past strategies,
organizational and cost structure, strength and weaknesses and size(in sales) of
competitor’s business.
Consumer buying behaviour
Possibly the most challenging concept in marketing deals with understanding
why buyers do what they door do not do. But such knowledge is critical for
marketers since having a strong understanding of buyer behavior will fail shed
light on what is important to the customer and also suggest the important
influences on customer decision making. Using this information, marketers can
create marketing programs that they believe will be of interest to customers.
As you might guess, factor affecting how customers make decisions are
extremely complex. Buyer behavior is deeply rooted in psychology with dashes
of sociology thrown in just to make things more interesting since every person
in the world is different, it is impossible to have simple rules that explain how
buying decision are made. But those who have spent many years analyzing
customer activity have presented us with useful guidelines in how someone
decides whether or not to make a purchase.
Infact pickup any textbook that examines customer behavior and each to seems
to approach it from a different angel. The perspective we take it to touch on just
the basic concepts that appear to be commonly accepted as infusing customer
behavior. We will divert two sexual of the principles of marketing tutorial to
customer behavior. In this section we will examine the buying behavior of
consumers. (i.e. - when people by for personal reasons) while in section four we
will examine factors that influence buyers decisions in the business markets.
Page 12
This study includes the following topics:
o Consumer buying behavior
o Types of purchase decisions
o Why consumers buy
o What influences purchasing
o Internal :perceptual filter
o Internal: knowledge and attitude
o Internal: personality and lifestyles
o Internal: rolls and motivation
o External: culture and groups
o External: situation
o How consumers buy
· Personal risk
· Social risk
· Economic risk
Page 13
gathering. Examples include Clothes--know product class but not the
brand.
· Extensive Decision Making/Complex high involvement, unfamiliar,
expensive and/or infrequently bought products. High degree of
economic/performance/psychological risk. Examples include cars, homes,
computers, education. Spend alot of time seeking information and
deciding.
Information from the companies MM; friends and relatives, store
personnel etc. Go through all six stages of the buying process.
· Impulse buying, no conscious planning.
The purchase of the same product does not always elicit the same Buying
Behavior. Product can shift from one category to the next.
For example:
Going out for dinner for one person may be extensive decision making (for
someone that does not go out often at all), but limited decision making for
someone else. The reason for the dinner, whether it is an anniversary
celebration, or a meal with a couple of friends will also determine the extent of
the decision making.
1. Personal
2. Psychological
3. Social
· Personal-
Unique to a particular person. Demographic Factors. Sex, Race, Age etc.
Who in the family is responsible for the decision making.
Young people purchase things for different reasons than older people.
Psychological factors
Page 14
· Motives-
o Physiological
o Safety
o Love and Belonging
o Esteem
o Self Actualization
· Perception-
Page 15
Selective Exposure-select inputs to be exposed to our awareness. More
likely if it is linked to an event, satisfies current needs, intensity of input
changes (sharp price drop).
South Africa...open bottle of wine and pour it!! Also educate american
consumers about changes in SA. Need to sell a whole new country.
Page 16
Learning is the process through which a relatively permanent change in
behavior results from the consequences of past behavior.
· Attitudes-
Honda "You meet the nicest people on a Honda", dispel the unsavory
image of a motorbike rider, late 1950s. Changing market of the 1990s,
baby boomers aging, Hondas market returning to hard core. To change
this they have a new slogan "Come ride with us".
· Personality-
All the internal traits and behaviors that make a person unique,
uniqueness arrives from a person's heredity and personal experience.
Examples include:
o Workaholism
o Compulsiveness
o Self confidence
o Friendliness
o Adaptability
o Ambitiousness
o Dogmatism
o Authoritarianism
o Introversion
o Extroversion
Page 17
o Aggressiveness
o Competitiveness.
Traits effect the way people behave. Marketers try to match the store
image to the perceived image of their customers.
· Lifestyles-
EXAMPLE healthy foods for a healthy lifestyle. Sun tan not considered
fashionable in US until 1920's. Now an assault by the American
Academy of Dermatology.
Social Factors
· Opinion leaders-
Family is the most basic group a person belongs to. Marketers must
understand:
The Family life cycle: families go through stages, each stage creates
different consumer demands:
· Reference Groups-
Individual identifies with the group to the extent that he takes on many of
the values, attitudes or behaviors of the group members.
Page 19
Aspiration groups (want to belong to)
Disassociate groups (do not want to belong to)
Honda, tries to disassociate from the "biker" group.
· Social Class-
Social class influences many aspects of our lives. IE upper middle class
Americans prefer luxury cars Mercedes.
Lower class people tend to stay close to home when shopping, do not
engage in much prepurchase information gathering.
Stores project definite class images.
Family, reference groups and social classes are all social influences on
consumer behavior. All operate within a larger culture.
Culture refers to the set of values, ideas, and attitudes that are accepted by
a homogenous group of people and transmitted to the next generation.
Page 20
Culture also determines what is acceptable with product advertising.
Culture determines what people wear, eat, reside and travel. Cultural
values in the US are good health, education, individualism and freedom.
In american culture time scarcity is a growing problem. IE change in
meals, big impact on international marketing.
o geographic regions
o human characteristics such as age and ethnic background.
Culture affects what people buy, how they buy and when they buy.
MARKETING
Marketing is a process by which companies determines what products or
services may be of interest to customers, and the strategy to use in sales,
communications and business development. It is an integrated process through
which companies create value for customers in returns.
Marketing is used to identify the customer, to keep the customer, and to
satisfy the customer, with the customer as the focus of its activities it can be
conclude that marketing management is one of the major components of
business management. The evolution of marketing was caused due to mature
markets and over capacities in the last 2-3 centuries. Companies then shifted the
focus from production to the customer in order to stay profitable
The term marketing concept holds that achieving organizational goals depends
on knowing the needs and wants to target markets and delivering the desired
satisfaction. Its proposes that in order to satisfy its organizational objective, an
organization should anticipate the needs and wants of consumers and satisfy
these more effectively than competitors.
Page 21
The competitors of Godrej Interio
The major competitors of Godrej Interio are
· Pepperfry
· Livspace.com
· Homelane.com
· Kuchina
· Custom furnish
· Spacewood
· Capricoast
· Urban ladder
Strength
· The company has got wide range of branches within the country.
· The company has wide of product line. The company has their
respectable and believable brand name.
· The company has a large number of customers with higher satisfaction.
· The company has recognized Godrej research and development centre.
· Exchange offers
Weakness
· The company does not go for advertising, which is one of the biggest
disadvantages of Godrej.
· Man power is less at sales officer level so it is affecting directly on the
way of sale.
· The company does not provide proper online services to the customers.
The website is not convincing.
Page 22
Opportunities
· Godrej interio has more opportunities to grow as it has earned good
market share.
· Technical up gradation time to time is also one of the opportunities.
· Tap rural markets and increase penetration in urban areas.
· Mergers and acquisitions to strengthen the brand.
· Opportunity in providing exchange offer in furniture and cupboards.
Threats
· Intense and increasing competition amongst other domestic companies
and FDI in retail thereby allowing international brands.
· Competitions from unbranded and local products.
Page 23
Chapter 5:
Research methodology
Page 24
Research methodology
· Research topic
“A study on competitive analysis of Godrej interio in Bhubaneswar”
· Research objective
o To know the perception of customers towards Godrej interio.
o Describe the level of involvement and types of consumer problem
solving processes
o Recognize the stages of consumer buying decision process.
o Explain how situational influences may affect the consumer buying
decision process.
o Understand the psychological influences that may affect the
consumer buying decision process.
· Research design
Research design is descriptive as well as analytical.
· Area of study
The study on competitor analysis of Godrej interio has been limited to
major competitive brands and customers in Bhubaneswar only.
Page 25
§ Secondary data
Information collected from different website.
Personal visit to Godrej Company and frequent interactions with
Godrej delegates
· Sample size
The sample size selected for the study is 100 respondents. The
respondents are selected by simple random sampling method
· Sampling technique
Data on various aspects directly and indirectly related to the
investigations were gathered through questionnaires to the respondents.
The questions are necessary to ensure the reliability of the information.
The questions were simple to understand so that information can be
collected from various respondents easily. It should be seen that parties
are not biased or prejudicated and are mentally sound.
Page 26
Chapter 6:
Data Analysis and Interpretation
Page 27
1. What is the gender of the respondent?
o Male
o Female
Respondent Percentage
Male 37%
Female 63%
Table 1
Graphical representation:
Male Male
37 %
Female
Female
63 %
Figure 1
Interpretation
· The above diagram shows that majority of 100 respondents are females
i.e. 6%.
Page 28
2. What is the age of the respondent?(in years)
o 20-30
o 30-40
o 40 and above
20-30 15%
30-40 55%
40 and above 30%
Table 2
Graphical representation:
60%
55%
50%
40%
Percentage
30%
30%
20%
15%
10%
0%
20-30 30-40 40 and above
Age of respondents
Figure 2
Interpretation
· The percentage of respondents of age 30-40 years is more than other age
groups.
· The percentage of respondent of age 20-30 years is comparatively less.
Page 29
3. What is the income of the respondent per annum?
o 1,00,000 – 3,00,000
o 3,00,000 – 5,00,000
o 5,00,000 and above
Graphical representation:
70%
Percentage of respondents
60%
60%
50%
40%
30%
23%
20% 17%
10%
0%
1,00,000 – 3,00,000 3,00,000 – 5,00,000 5,00,000 and above
Figure 3
Interpretation
· The percentage of respondents earning between 3 lakhs to 5 lakhs is
more.
Page 30
4. How do you procure furnishing requirements?
o Internally
o Outsourcing
Percentage
Internally 9%
outsourcing 91%
Table 4
Graphical representation:
Procurement of furnishing
9%
Internally
outsourcing
91%
Figure 4
Interpretation
· This figure shows that the majority of the respondents i.e. 91% procure
their furniture by outsourcing.
Responds Percentage
Yes 80%
No 20%
Table 5
Page 31
Graphical representation:
Respondents
20%
Yes
No
80%
Figure 5
Interpretation:
· The figure shows that 80% of respondents use Godrej products.
Products Percentage
Desks and tables 15%
Bed 20%
Dining table 12%
Sofa set 14%
Modular kitchen 10%
Cupboard 29%
Table 6
Page 32
Graphical representation:
35%
Percentage of respondents
29%
30%
25%
20%
20%
15% 14%
15% 12%
10%
10%
5%
0%
Desks and Bed Dining table Sofa set Modular Cupboard
tables kitchen
Figure 6
Interpretation:
· The figure shows that most of the respondents i.e. 29% of total
respondents use cupboard of Godrej Interio.
· The figure shows that least no. of respondents i.e. 10% of total
respondents use modular kitchen.
Page 33
Graphical representation:
30%
Percentage of respondents
28%
25%
22%
20%
20% 18%
15%
12%
10%
5%
0%
Brand name product feature Quality Price infuence by
other
Figure 7
Interpretation:
· The figure shows that most no. of respondents i.e. 28% of total
respondents chose Godrej for its price.
· The figure shows that least no. of respondents i.e. 18% of total
respondents chose Godrej for product feature.
Page 34
a) Ranking the Quality factor of Godrej Interio
Graphical representation:
4%
8% 15% Highly satisfied
Satisfied
27% Neutral
46%
Unsatisfied
Highly
unsatisfied
Figure 8.1
Interpretation:
· The figure 8.1 shows that most no. of respondents i.e. 46% of total
respondents are satisfied with the quality of Godrej interio.
Page 35
b) Ranking the Price factor of Godrej
Graphical representation:
6%
Highly satisfied
Neutral
25%
Unsatisfied
33%
Highly
unsatisfied
Figure 8.2
Interpretation:
· The figure 8.2 shows that most no. of respondents i.e. 33% of total
respondents are satisfied with the price of Godrej interio.
Page 36
c) Ranking the delivery services of Godrej Interio
Highly satisfied 6%
Satisfied 9%
Neutral 29%
Unsatisfied 31%
Highly unsatisfied 25%
Table 8.3
Graphical representation:
6%
9% Highly satisfied
25%
Satisfied
29% Neutral
31%
Unsatisfied
Figure 8.3
Interpretation:
· The figure 8.3 shows that most no. of respondents i.e. 31% of total
respondents are unsatisfied with the delivery services of Godrej interio.
Page 37
d) Ranking the product feature of Godrej interio
Highly satisfied 7%
Satisfied 39%
Neutral 40%
Unsatisfied 7%
Highly unsatisfied 7%
Table 8.4
Graphical representation:
7% 7%
7%
Highly satisfied
Satisfied
39% Neutral
Unsatisfied
40% Highly unsatisfied
Figure 8.4
Interpretation:
· The figure 8.4 shows that most no. of respondents i.e. 40% of total
respondents gave a neutral response to the product feature of Godrej
interio.
Page 38
e) Ranking the customer relationships factor of Godrej interio
Graphical representation:
12%
29% Highly satisfied
Satisfied
17%
Neutral
Unsatisfied
Highly unsatisfied
40%
Figure 8.5
Interpretation:
· The figure 8.5 shows that most no. of respondents i.e. 40% of total
respondents are unsatisfied with the product feature of Godrej interio.
Page 39
9. Are you satisfied with the after sale service provided by the company?
o Yes
o No
Yes 47%
No 53%
Table 9
Graphical representation:
53% Yes
47% No
Figure 9
Interpretation:
o The figure shows that most of the respondents i.e. 53% of total
respondents are not satisfied with the after sale service of Godrej interio.
Page 40
10. Will you refer to buy Godrej interio products to others?
o Yes
o No
Responds Percentage
Yes 65%
No 35%
Table 10
Graphical representation:
60% 65%
50%
Percentage
40%
30%
35%
20%
10%
0%
Yes No
Graph 10
Interpretation:
· This figure shows that 65% of respondents would refer others to buy
Godrej interio products.
11. Which of the following brands you would prefer on your next purchase.
Godrej -
Pepperfry -
Kuchina -
Others -
(Homelane, Livspace.com, Nikamal,etc)
Page 41
Brands which respondents would Percentage
prefer on their next purchase
Godrej 45%
Pepperfry 22%
Kutchina 16%
Others (Homelane, Livspace.com, 17%
Ankur, Nikamal)
Table 11
Graphical representation:
40% 45%
35%
30%
25%
20% 22%
15% 17%
16%
10%
5%
0%
Godrej Pepperfry Kutchina Others
Brands
Graph 11
Interpretation:
· This figure shows that most no. of respondents i.e. 45% of total
respondents would prefer Godrej on their next purchase.
Page 42
Chapter 7:
Findings and Recommendations
Page 43
FINDINGS
· No proper advertisement
· Not widely spread in the rural area
· After sales service is not satisfactory
· Management is quite rigid
· There is a huge gap between words and work
· It aims at increasing the sales volume rather after sale services
· No proper co-ordination among the sales executives
· Motivation level is quite low
· The sales executives are not disciplined
· The sales executives lack professionalism
· It has an opportunity to capitalised its sales growth by taking the
advantage on people’s faith
· There is no communication with the customers after the selling of the
product.
· Many customer fail to register their complain
Page 44
SUGGESTIONS
· It should highly promote itself in rural areas.
· It should offer a free insurance scheme/package of a little amount with
every appliance.
· It should follow market development Strategy for Odisha circle.
· In rural area it should call for exclusive dealers rather opening its own
sales division initially.
· Improvement in after sales service.
· Good motivational training should be provided to employees.
· They should be thought general etiquettes.
· It can go for advertisement through leaflets.
· According to the study it can target the gregarious personalities in
different areas through which it can increase public reaction.
· As many of the existing customers are having ambitious and gregarious
personality it should not lose their faith.
· As the study reveals that most people are culture oriented so it can
arrange / sponsor some cultural programs in order to sustain faith of the
existing customers so as to attract other culture oriented people.
· As some people are sports oriented it can sponsor some important club
and state level matches in order to attract sports oriented people.
· The company should offer exchange offer in every product.
RECOMMENDATIONS
· The company should follow the following advertising strategy.
· It should do its advertisement by distributing its leaflets which will be
very less expensive.
· It can get publicity by organising interesting games with small prizes.
· Tangible advertisement of product which are new in market.
· Advertisement in front of malls, big bazar, City Centre.
· It will be less time consuming and less expensive in comparison to
electronic and print media. Another benefit from this advertisement is
that you can come across directly with customers and can study their
behaviour.
Page 45
Chapter 8:
Limitations of study
Page 46
LIMITATION OF THE STUDY
For every research there are restriction and limitations.
Similarly there are some restrictions in my research work. The following were
some limitations which I faced in the making of this research.
· It was difficult to access the company’s internal information due to time
constraint.
· The data was collected through questionnaire. The responds from the
respondents may not be accurate.
· There may be some people who have different views, so they might have
given false information in the questionnaire.
· Another difficulty was very limited time span of the project i.e. five
weeks.
Page 47
Chapter 9:
Bibliography
Page 48
BIBLIOGRAPHY
References
· Marketing management, A south Asian perspective-kotler Philip,
kellerKelvin,Koshy Abraham , JhaMithileswer, Edition- Twelfth
edition...Publisher-Prentice hall of India(p)ltd,
· Research Methodology-Kothari C.R,
Edition-2004, reprint 2006
Publisher-New Age international (p) ltd, publishers
Methods of data collection, page no-95
Sampling Fundamentals, page no -15
Websites
· www.godrej.com
· www.yahooanswer.com
· www.wikipedia.com
· www.scribd.com
Page 49
Chapter 10:
Questionnaires
Page 50
QUESTIONNAIRES
Dear Sir/Madam
I (the student of BJB Autonomous College Bhubaneswar) am conducting brief
survey to find out competitive analysis of Godrej Interio at GODREJ INTERIO, LEWIS
ROAD, BHUBANESWAR. I would be greatful to you provide our genuine response by
putting a tick mark in relevant box.
I sincerely thank you for your humble cooperation.
PERSONAL DETAILS-
NAME -
AGE - 20-30 years
30-40 years
GENDER -
Male
Female
INCOME - 1,00,000-3,00,000
3,00,000-5,00,000
5,00,000 and above
1. How do you procure your furnishing requirements?
o Internally
o Outsourcing
Page 51
4. Which factor influence you to purchase Godrej interio products?
o Brand name
o Product feature
o Quality
o Price
o Influence by others
Pricing
Delivery
schedule
Range of
design
Customer
relationship
6. Are you satisfied with the aftersale service provided by the company?
o Yes
o No
8. Which of the following brands you would prefer on your next purchase?
o Godrej
o Pepperfry
o Kutchina
o Others(Homelane, livspace.com, Nikamal, Ankur)
9. Any suggestions you would like to offer to help Godrej Interio serve you
better.
Page 52