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RESEARCH PROJECT REPORT

ON

POTENTIAL & PREFERENCE OF GODREJ FURNITURE IN H.P.

SUBMITTED FOR THE PARTIAL FULLFILLMENT OF THE DEGREE OF


MASTER OF BUSSINESS ADMINISTRATION

FOR

GODREJ & BOYCE MFG.CO.LTD.


UNDER GUIDENCE OF

MR. SATVINDER SINGH

(ASSOCIATE. MANAGER, INTERIO DIVISION)

GODREJ & BOYCE .MFG.CO.LTD.(MOHALI BRANCH )

DATE:

ACKNOWLEDGEMENTS
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There were many, within Godrej and outside who assisted us to make this
project possible. Our heartfelt thanks to each one of them for their whole
hearted co-operation in making this project possible.

Our grateful thanks to:

Mr Satvinder Singh Rayaat, Associate Manager, Godrej Interio for his


tremendous enthusiasm and lively interest in this project and the dedicated
work he put in over a two month period.

We also like to give our thanks to Mr. Manmeet Singh Asst. Manager - Sales
(Godrej Interio) for their guidance for our project.

Our deepest gratitude to all the respondents who have been sincere to
express their views without whom the validation of this research would have
remained just an idea.

THANKS

Preface

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The summer training is an on the job training which enhances the knowledge
and skills of the trainee and generate scope for the implementation of his/her
acquired skills and knowledge during his/her MBA program. It helps an
individual to gain first hand experiences in the corporate world.

Godrej group of industries is catering the needs of customers since 1897 by


providing various quality products. The company is one of the largest
privately held diversified corporate in India. The Godrej name has been built
on a spirit of innovation that has made it one of the country’s most
remarkable industrial corporate.

Founded over 108 years ago, Godrej is a highly reputed Household and
Industrial Brand in India. Admired for its sprit of Innovation and Self
Reliance, Godrej and Boyce Mfg. Co. Ltd. is today a highly diversified
marketing and manufacturing organization.

Godrej Interio is a contemporary, stylish & ergonomically designed range of


furniture & interior solutions that transforms any space. It comes from the
expertise & constantly evolving solutions that is provided to the consumer.
And the motto “Interio - No one knows interiors better than us” is depicted
in the work done by Godrej employees.

The main objective of conducting such a type of research was to know the
potential and preference of Godrej Furniture in Himachal Pradesh sand to
know the perception of people about Interio Brand in general

EXECUTIVE SUMMARY

During the training period at Godrej & Boyce MFG. Co. Ltd.we learned
about: Corporate culture, Organizational behaviour, Team work &
Coordination.

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In these two months we conducted a survey, regarding “potential and
preference of Godrej Furniture in H.P.” we received feedback & valuable
suggestions about Godrej furniture. These suggestions will certainly help the
organisation in future. From this survey we came to know about the demand
of furniture in banking sector, educational, insurance segment and also in
govt. Offices. It was also found that most of the customers are not aware
about the Godrej furniture and brand “Interio”. During this programme we
consulted many sources - experienced dignities working in Godrej, books,
magazines, catalogues, and websites to get sufficient knowledge about the
company.

During the survey we found two main issues:

• Insufficient information regarding the Godrej range of institutional /


Educational furniture

• Price consciousness among customers

While conducting this survey we got opportunity to meet & interact with the
heads of different institutions around Himachal pradesh and we came to
know about customer perception regarding Godrej furniture.

• Institutes purchase more local furniture as compared to branded. They


believe that Godrej furniture is very expensive & is not easily
available to them, so more showrooms should be opened & more
schemes & offers should be provided to the customers.

• There are several features that customers take into consideration while
going for purchasing furniture like

o Aesthetic look,

o Price,

o Quality,

o Warranty,

Contents

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1. Acknowledgements_______________________________________2

2. preface_________________________________________________3

3. Executive summary_______________________________________4

4. Organisation profile______________________________________ 5

5. Research methodology ___________________12

6. Data interpretation and analysis___ 50

7. The Godrej dynasty______________________________________8

8. Bibliography____________________________________________68

INTRODUCTION ABOUT GODREJ

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Godrej Group is one of the most respected business groups in India. Here is
a brief profile and history of the group.

The Godrej Group was established in 1897. Its founder, Mr. Ardeshir
Godrej, was a staunch nationalist and believed that India cannot win
freedom unless it is economically self-reliant. Beginning with security
equipment and soaps, the group diversified into a wide variety of consumer
goods and services.

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.

Godrej was derived from Gudrez-the name of an important tribe in IranNow


headquarters of Godrej is in Mumbai(india)

COMPANY PROFILE
 Founded 7th May, 1897,
Lalbaug, Mumbai

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 Founder(s) Ardeshir Godrej, Pirojsha
Godrej
 Headquarters Mumbai New Delhi,
Chennai,

 Key people Adi Godrej (Chairman)


 Products Chemicals &
Commodities, ITES
Real Estate,
Appliances, fmcg
Office furniture,
desk
Chair, cupboards

 Trade and Market North America, South


America
Western America,
Eastern America
 Website www.godrej.com
 Companies 10

 No. of Employees over 10000 people


 Sales Turnover 1.1 billion US $
 Main Market East Asia

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South East Asia
and Africa

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.

HISTORY OF GODREJ

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.

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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.

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First generation the two brothers were the founders, second
generations focused towards diversification of business by
investing of acquiring more business in the leadership of Mr
Naoroji godrej, third generation in the leadership of Mr. Adi
godrej, is keener to keep hold on core business functions

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The word Godrej etched into the metal of his locks stood for
trust, security and reliability. The name Godrej is today
locked away in the mind of every Indian as a symbol of
responsible entrepreneurism, self reliance through industry
and prosperity from indigenous resources. It started off with
locks and then a stunned world looked up in awe when
Godrej made soaps from vegetable oils. What started as
dream has become a movement. From hi-tech engineering
solutions, futuristic security and entry systems to a wide
range of consumer and personal products, Godrej, touches the
lives of millions of Indians every day. Today Godrej is the
bridge between the future and in hundred years of history. It
is a living code of ethics for Indian industry as it races into
the forefront of global dominance.
Godrej has legacy of 111 years is a story of success,
achievements, development & change, a story of a family
committed to the nation.
Godrej is a highly respected brand and besides it's high
quality products, is known for it's business ethics. The brand
Godrej has a tremendous recall in India, and is gaining fast
access in the International markets. Besides manufacturing
set up in India, we also have manufacturing facilities in
Singapore, Malaysia, Vietnam, Oman and a marketing office
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out of UAE.

PRODUCT LINE OF GODREJ

Godrej follow ISO 9001 system standards & 14000 environment


standards. Godrej products range encompasses a wide range of
products to suit homes, offices, educational institutions & industrial
requirements. To name a few,

Educational furniture: School desks, steel tables for teachers, chairs


for teachers, library stacks, training room chairs, book cases
Steel furniture - Cupboards, Lockers, filing cabinets, sliding door
units, tambour door units
Office furniture: Chairs, desks, partitions, work stations
Security equipment: Safes, fire resisting filing cabinets, strong room
doors, fire safes, data safes, fire doors, steel doors.
Typewriters: Godrej are the world's second largest manufacturer of
manual typewriters, which can be offered in several languages
including Arabic, Pashtu, French, Spanish, and Russian etc.
Warehousing solutions: Material handling equipment, shelving and
racking, metal shelves
Locks: Wide range locks covering mortise, pad locks, night latches,
door closers
Appliances: Water Purifiers, Refrigerators, Air conditioners and
WashingMachines.
Godrej has manufacturing base in Mumbai, Chandigarh, Chennai &
Goa.

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Interio was established in 2006 and is one of the largest business
Groups of Godrej & Boyce.

BUSINESS PROFILE

MAJOR COMPANIES OF GODREJ GROUP:

• Godrej & Boyce Mfg.Co.Ltd

• Godrej Industries Ltd

• Godrej Infotech Ltd

• Godrej Commodities Ltd

• Godrej SDN.BHD

• Godrej PTE.Ltd.

MAJOR SUBSIDIARIES OF GODREJ INDUSTRIES LTD.

• Godrej Agrovet Ltd

• Goldmohur Foods & Feeds Ltd

• Godrej Properties Ltd

• Godrej Hicare Ltd

• Godrej International Ltd

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• Godrej Global Mid East FZE

MAJOR AFFILITES

• Godrej Consumer Products Ltd

• Godrej SARA LEE Ltd

• Geometric Ltd

• Godrej Efacec Automation & Robotics Ltd

• Godrej Hershe Foods & Beverages Ltd

• Mercury Mfg.Co.Ltd.,SEZ

• Godrej & Khimji LLC

Godrej Group Companies:

Godrej & Boyce Mfg. Co. Ltd.:

Godrej & Boyce manufactures a spectrum of consumer products and


industrial products. The Consumer products include Appliances
(Refrigerators, Washing Machines, Air Conditioners, Microwaves, and
DVD Players), Locks, Furniture, Security Equipment, Office
Automation, Conferencing Solutions, and vending Machines. Industrial
Products include Storage Solutions, Automated Warehousing, Material
Handling Equipment, Process Equipment, Precision Components &
Systems, Machine Tool Service, Electrical & Electronic, Tooling, and
Construction Material & Services.

Godrej Consumer Products Ltd (GCPL):

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Godrej Consumer Products is a leading player in the Indian FMCG
market with interests in personal, hair, household and fabric care
segments. Godrej Consumer Products is the largest marketer of toilet
soaps in the country with leading brands such as Cinthol, Fairglow, and
Godrej No 1. The company is also leader in the hair colour category in
India and offers a vast product such as Godrej Renew Coloursoft Liquid
Hair Colours, Godrej Liquid & Powder Hair Dyes to Godrej Kesh Kala
Oil, Nupur based Hair Dyes. Its liquid detergent brand Ezee is the market
leader in its category.

Godrej Industries Ltd.:

The company is India's leading manufacturer of oleochemicals. It also


has major presence in food products such as refined oil and tetrapack
fruit beverages.

Geometric Software Solutions:

It is a CMMI Level 5 Company and the


leading PLM services provider.

Godrej Infotech:

The company is engaged in the business of developing customized


software solutions and implementing ERP, CRM, SCM software.

Godrej Agrovet:

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Godrej Agrovet is one of the largest producers and marketers of animal
feeds and innovative agri-inputs India.

Godrej Sara Lee:

It is a joint venture between the Godrej Group and Sara Lee Corporation,
USA. The company is the world's largest manufacturer of home
insecticides. Its brand HIT is very popular in India.

Godrej Efacec:

The company provides warehousing, automated storage and retrieval


system solutions.

Godrej Properties and Investments Limited (G.P.I.L):

Godrej Properties provides meticulously planned townships at affordable


prices.

The Godrej Group also has overseas establishments in Malaysia,


Singapore, Vietnam, Oman, and Sharjah.

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VISION

GODREJ IN EVERY HOME AND WORK PLACE\

THE CHOICE FOR HOME AND WORK SPACE SOLUTION

Mission:-

• Godrej Mission is to operate in existing and new businesses which


capitalize on the Godrej brand and corporate image of reliability and
integrity.
• Godrej 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.

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• We shall encourage an open atmosphere, conducive to learning and
team work.
VALUES

• Commitment to Quality
• Customer Orientation
• Dedication & Commitment
• Discipline
• Honesty & Integrity
• Learning Organisation
• Openness & Transparency
• Respect/Care & Concern for People

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• Teamwork Trust

MILESTONES

AS THEY SAY NO GUTS,NO GLORY.BUT AT GODREJ,WE MUST


SAY IT HAS BEEN A GLORIOUS 111 YEARS OF BEING INDIAN
INDUSTRY.WE HAVE ALWAYS SET THE TRENDS,ALWAYS
DEFINEDS THE MARKET PLACE AND ALWAYS AT GLORY.HERE
IS A QUICK PREVIEW OF THE VARIOUS MILESTONES WE HAVE
CROSSED IN THE PAST 111 YEARS.

 1923 - MANUFACTURES FIRST STEEL CUPBOARD &


FILLING CABENIT.

 1963 - INTRODUCES “STORWEL” BRAND FOR STEEL


CUPBOARDS.

 1984 - STARTS MANUFACTURE OF OPEN PLAN OFFICE


SYSTEM (OPOS).

 1995 - FURNITURE BUSINESS OBTAINS ISO 9001


CERTIFICATION.

 1996 - STORWEL BUSINESS OBTAINS ISO 9001


CERTIFICATION.

 1997 - LAUNCHES NEW CUPBOARD (CENTURION) TO


CELEBRATE GODREJ CENTENARY.

 1998 - FURNITURE BUSINESS OBTAINS ISO 14001


CERTIFICATION.

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 1998 - STORWEL BUSINESS OBTAINS ISO 14001
CERTIFICATION.

 1998 - RECIEVES CERTIFICATE OF EXCELLENCE FROM


THE INDIAN

 ORTHOPAEDIC ASSOCIATION FOR SEATING


SYSTEM.

 1999 - FORAYS INTO MARINE SOLUTIONS (NAVY).

 2000 - INTRODUCES THE HOME FURNITURE RANGE.

 2000 - FORAYS INTO “INTERIORS” BUISNESS.

 2001 - MANUFACTURES 13000 CUPBOARDS FOR UNICEF


TO SUPPORT

 CYCLONE HIT ORISSA.

 2001 - LAUNCHES” I_SPACE”_CHILDRENS FURNITURE.

 2002 - LAUNCHES THE GODREJ PERFECT HOME BRAND.

 2002 - LAUNCHES LABORATORY SOLUTIONS.

 2003 - FURNITURE & INTERIORS GROUP,(AFTER


AMULGAMATION OF

 STORWEL & FURNITURE BUISNESS) OBTAINS


ISO 9001-2000

 CERTIFICATION.

 2004 - FURNITURE & INTERIO GROUP OBTAINS


14001:2004CERTIFICATION.

 2004 - LAUNCHES “FORMULA S” BRAND OFFICE


SOLUTIONS.

 2006 - CONSOLIDATES ALL FURNITURE BRANDS UNDER


UMBRELLA BRAND-GODREJ INTERIO.

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 2006 - CHANGE OF NAME OF DIVISION TO “INTERIO”.

CORPORATE INFORMATION

BOARD OF DIRECTORS

Mr. Adi B Godrej, Chairman


Mr. Hoshedar K Press, Vice-Chairman
Mr. Dalip Sehgal, Managing Director

NON EXUCATVE DIRECTORS

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

Registered & Corporate Office:

Pirojshnagar,
Eastern express highway,
Vikhroli,Mumbai – 400079.India
Phone;022-25188010, 25188020,25188030
Fax; 022-25188040
Website:http://www.godrej.com

Lucknow office:

Godrej & Boyce Mfg.Co.Ltd


21
43-C ,newal kishore Road
Near akashwani,
Lucknow,UP India
0522- 2215142.

CURRENT CHAIRMAN

Adi Godrej

Adi Godrej is one of the icons of Indian


Industry. Adi Godrej is the present chairman
of Godrej Group of companies. Adi Godrej
was born in a business family. His father’s
name was Burjorji Godrej and his mother’s
name was Jai Godrej. More than a century age,
the Godrej’s were into manufacturing locks
and vegetable-based soaps. The Godrej
products were among the first indigenously
manufactured products to displace entrenched
foreign brands.

Adi Godrej left India at the age of 17 to enroll


at the Massachusetts Institute of Technology.
He received his Bachelor and Master degrees
in Management from the Sloan School in
1963. Though he planned to study mechanical
engineering but he later on switched to
management. After his return to India, Adi
Godrej joined the family business. He
modernized and systematized management
structures and implemented process
improvements. Adi Godrej took the Godrej Group to great height during
controlled economy era.

After the liberalization process, Adi Godrej restructured company’s policies


to meet the challenges of globalisation. In the early 2000s, the Group

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completed a 10-year restructuring process through which each business
became a stand-alone company with a CEO/COO from outside the Godrej
family. Under Adi Godrej’s leadership, the group is also involved in
philanthropic activities. Godrej is major supporter of the World Wildlife
Fund in India; it has developed a green business campus in the Vikhroli
township of Mumbai, which includes a 150-acre mangrove forest and a
school for the children of company employees.

AWADRDS & RECOGINITION


2006

• Lalji Mehrotra Foundation Award for Excellence, conferred by


National Society for Equal Opportunities for the Handicapped.

• Great Son of India Award given to Sohrab Godrej by National


Convention For protection of India’s Resources and Environment.

2005

• BHNS Green Governance Award for the Category – Conservation


& Restoration of Habitat to Godrej & Boyce Mfg. Co. Ltd.

2003

• Economic Times corporate Excellence Award for Corporate


Citizenship.

1994

• Nisarga mitra Award from Rotary Club of Bombay, Virkholi for


Environmental Conservation.

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1991

• Indira Gandhi Paryavaran Puraskar, awarded to Sohrabji


Godrej.

1989

• Institutional Economic Studies Lok Shree Award for Social


Commitment towards the society.

We are in the business of enabling people to be more effective and


comfortable n their personal and professional lives by providing
Ergonomics, Aesthetic, and Value for money in our Furniture, Interior
products & Services. We are committed to continually improve our
environmental & Quality management system

We shall strive

• Assess and meet the changing expectations of our customers by


offering Quality products and responsive services,

• Continue pollution prevention techniques

• Conserve key resources like water, fuel , energy and raw materials
such as wood derivatives , steel etc,by optimizing its use.

• Monitor and reduce the effect of fumes,dust and noise level in the
ambient air

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• Maximising recycling and reuse the waste and scrap generated

• Dispose of inevitable waste in an environment friendly manner

We shall abide by this policy, by periodically reviewing our objectives &


involving interested parties as applicable.

We shall comply with relevant local/national legislation/regulations and any


other requirements applicable to us.

 Quality

 Reliable service

 Comprehensive range

 In-house design recourses

 State of the art manufacturing set up

 Speed of delivery

 Wide spread distribution network

 Iso 9001:2000 and Iso 14001 certification

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 Member of BIFMA (business & institutional furniture manufacturer
association

Godrej & Boyce Mfg. Co. Ltd. –

Appliance Division is in the business of


manufacturing and/ or marketing Refrigerators, Washing Machines, Air
Conditioners, DVD Players and Microwave Ovens.

Godrej began manufacturing of refrigerators in 1958. From creating a


revolution with PUF(Polyurethane Foam) in 1989 to, colored doors and
vinyl draping, 100% CFC free Refrigerators, to Godrej Pentacool – five side
cooling in 2001 and PentafreshTechnology in 2004 and now – EON range of
Frost Free Refrigerators with seven wonders including revolutionary Cool
Shower Technology, we have been at the forefront of product innovation.

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Godrej started manufacturing Washing Machines in 1996. We have a
complete range of Hi – Tech Semi Automatic, Fully Automatic and Front
Loading Washing Machines. Our manufacturing facilities are located in
Shirwal (near Pune) & Mohali (near Chandigarh). In the AC category – we
have over 15 models straddling Split and Window segments.

Equipped with Blue Fin and I-TREC technology, Godrej ACs offer best in
class cooling and efficiency.
We have recently stepped into the Microwave Oven category and in a short
span of time garnered a good market presence, through our range of models
across solo, grill and convection segments.

DVD players mark our foray into the Consumer Electronics segment. With a
portfolio of 4 unique models which club great aesthetics and big sound, and
plans of more models – we are geared to making our presence felt here as
well.

In addition to the above products, we also have the Godrej Smart care
Service brand to provide excellent 'After Sales Service'. With 370 service
centres spread over the country, consumers continue to rate Godrej After
Sales Service the best in the industry.

Apart from catering to the domestic consumers, Godrej is also a key OEM
supplier in
India. After the success achieved in the domestic market, Godrej is also
looking at Exports in a big way and has launched its Refrigerators and
Washing Machines in Sri Lanka. We also export our products to Singapore,
Afghanistan, the Middle East, Egypt, Kenya, Rwanda, Bahrain and Oman.

Various divisions:

• Interio division
• Appliance division

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• Prima division
• Retailing division
• Security equipment division
• Locks division
• Storage solutions group

GODREJ FURNITURE

Furniture is the collective term for the movable objects which may support
the human body (seating furniture and beds), provide storage, or hold objects
on horizontal surfaces above the ground. Storage furniture (which often
makes use of doors, drawers, and shelves) is used to hold or contain smaller
objects such as clothes, tools, books, and household goods.

Furniture can be a product of artistic design and is considered a form of


decorative art. In addition to furniture's functional role, it can serve a
symbolic or religious purpose. Domestic furniture works to create, in
conjunction with furnishings such as clocks and lighting, comfortable and

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convenient interior spaces. Furniture can be made from many materials,
including metal, plastic, and wood.

History
Furniture has been a part of the human experience since the development of
non-nomadic cultures. Evidence of furniture from antiquity survives in the
form of paintings, such as the wall Murals discovered at Pompeii; sculpture,
and examples have been excavated in Egypt and found in tombs in Ghiordes,
in modern day Turkey.

The Classical World


Early furniture has been excavated from the 8th-century B.C. Phrygian
tumulus, the Midas Mound, in Gordion, Turkey. Pieces found here include
tables and inlaid serving stands. There are also surviving works from the
9th-8th-century B.C. Assyrian palace of Nimrud. The earliest surviving
carpet, the Pazyryk Carpet was discovered in a frozen tomb in Siberia and
has been dated between the 6th and 3rd century B.C. Recovered Ancient
Egyptian furniture includes a 3rd millennium B.C. bed discovered in the
Tarkhan Tomb, a c.2550 B.C. gilded set from the tomb of Queen
Hetepheres, and a c. 1550 B.C. stool from Thebes. Ancient Greek furniture
design beginning in the 2nd millennium B.C., including beds and the
klismos chair, is preserved not only by extant works, but by images on
Greek vases. The 1738 and 1748 excavations of Herculaneum and Pompeii
introduced Roman furniture, preserved in the ashes of the 79 A.D. eruption
of Vesuvius, to the eighteenth century.

Early Modern Europe


The furniture of the middle Ages was usually heavy, oak, and ornamented
with carved designs. Along with the other arts, the Italian Renaissance of the
fourteenth and fifteenth century marked a rebirth in design, often inspired by
the Greco-Roman tradition. A similar explosion of design and renaissance of
culture in general, occurred in Northern Europe, starting in the fifteenth
century. The seventeenth century, in both Southern and Northern Europe,
was characterized by opulent, often gilded Baroque designs that frequently

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incorporated a profusion of vegetal and scrolling ornament. Starting in the
eighteenth century, furniture designs began to develop more rapidly.
Although there were some styles that belonged primarily to one nation, such
as Palladianism in Great Britain, others, such as the Rococo and
Neoclassicism were perpetuated throughout Western Europe.

19th Century
The nineteenth century is usually defined by concurrent revival styles,
including Gothic, Neoclassicism, Rococo, and the Eastlake Movement. The
design reform of the late century introduced the Aesthetic movement and the
Arts and Crafts movement. Art Nouveau was influenced by both of these
movements.

Modernism
The first three-quarters of the twentieth century are often seen as the march
towards Modernism. Art Deco, De Stijl, Bauhaus, Wiener Werkstätte, and
Vienna Secession designers all worked to some degree within the Modernist
idiom. Postmodern design, intersecting the Pop art movement, gained steam
in the 1960s and 70s, promoted in the 80s by groups such as the Italy-based
Memphis movement. Transitional furniture is intended to fill a place
between Traditional and Modern tastes.

Asian history
Asian furniture has a quite distinct history. The traditions out of China,
India, and Japan are some of the best known, but places such as Korea,
Mongolia, and the countries of South East Asia have unique facets of their
own.

Traditional Japanese furniture is well known for its minimalist style,


extensive use of wood, high-quality craftsmanship and reliance on wood
grain instead of painting or thick lacquer. Japanese chests are known as
Tansu, and are some of the most sought-after of Japanese antiques. The
antiques available generally date back to the Tokugawa era.

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Chinese furniture is traditionally better known for more ornate pieces. The
use of uncarved wood and bamboo and the use of heavy lacquers are well
known Chinese styles. It is worth noting that China has an incredibly rich
and diverse history, and architecture, religion, furniture and culture in
general can vary widely from one dynasty to the n

Interio division
Furniture and interio group was established in 2003 with the amalgamation
of Store well and furniture business and is one of the largest business groups
of Godrej & Boyce .Furniture and interio group has a whole range of home
furniture as well as institutional furniture ranging from bedroom and dining
sets ,kitchens, kids furniture, desks, seating systems open plan office
systems, storage systems, etc. Also has diversified areas like lab engineering
solutions, Marine furniture, interiors, carpets etc. The FIG team works with a
passion of growing at the growth rates far in excess of industry norms,
diversifying to add product lines, which enable it to be a total solutions
provider in its lines of business and be a market leader in each and every
product line of its portfolio. Customer delight, respect for all and innovation
are the key prime drivers for the division. The FIG team works with the
passion of making Godrej-“The choice for Home and Work Spaces”.
In 2006, Godrej & Boyce Mfg. Co. Ltd. Unveiled 'Godrej Interio', to
provide complete solutions for homes, offices and special projects. Godrej
Furniture and Interiors Group has unified its home, office and special
projects business lines, to offer stylish and aesthetically designed furniture
under the Godrej Interio Brand At the launch of Godrej Interio, Godrej &
Boyce Mfg. Co. Chairman & MD Jamshyd Godrej said, "Godrej Interio is
an amalgamation of time-tested values of quality and trust of Godrej and a
contemporary outlook to business. Along with the new image, we are
offering a complete array of expertly designed home and office solutions,
which we are sure will delight home and corporate buyers. Our endeavour is
to give Indian consumers global quality products at affordable prices."

Godrej offers the Interio range of furniture solutions in wood, metal,


composite materials, with specially designed software for online project

31
tracking. Interio carries the expertise of design houses from Italy, France and
India, coupled with strong Godrej R&D.

In the B2B segments, Godrej Interio offers a wide variety of products for
offices, laboratories, education institutes as well as complete solutions
including desks, chairs, modular furniture, carpets and interiors. The range
of home solutions includes products for the drawing room, bed room,
children's room and kitchen. The range also includes special projects like
labs, schools and auditoriums and even the most specialized solutions for the
Navy Godrej Interio COO Anil Mathur added, "Godrej Interio is the result of
deep understanding of consumers about their lifestyle and desires. The
Godrej Interio range of products will be available across India through 42
Company managed Godrej Life space stores and a Network of 800 Godrej
Interio Channel Partners."
An official statement issued by the company states that the turnover for the
division for the last year stands at Rs. 600 crores. Targeting a growth of 33
per cent, huge investments are being made in the business. This includes
investment to the extent of up to Rs. 100 Crores in technology and brand
building. As the result of added investments, and aggressive marketing
strategy, the turnover for 2006-07 is targeted at Rs. 800 Crores and the
Division plans to reach a sales turnover of Rs. 1500 crores by 2010.
It also plans to increase focus on niche segments like Stadium Furniture,
Health and Hospitality Furniture and Corporate Showrooms. Exports are
expected to grow from the present 5 per cent to 15 per cent in the near
future.

GODREJ EDUCATIONAL FURNITURE, THE ART


OF LEARNING

There is old English saying,’the roots of education are bitter, but the fruit is
sweet.’ Modern day education, however, has developed methods to make

32
the roots of education as sweet a process as the fruits. One area identified by
ergonomists is the furniture used in education. Poorly designed educational
furniture is the root cause of most discomfort. This is true of children in
kindergarten just as it is in a Management or Engineering Institute.

Godrej Educational Furniture is designed in keeping with ergonomics most


conducive for this sector. Godrej furniture has been created after in-depth
study across the country, taking into account factors like students’
explorative nature; their natural behaviour in a classroom ;the optimum level
of comfort level is required to ensure optimum attention over a period of
time.

Even physical parameters like the average height and weight of an Indian
child, and their body structure has been kept in mind.

Just as students learn better when they are relaxed, teachers teach better
when they are comfortable. Godrej furniture inspires them in the classroom
and provides ample rest between classes, like pauses after period.

Godrej interio, understands that for a teacher, a class is never really over. In
the staffroom, and faculty cabins, Godrej furniture is created to meet the
specific storage and specific needs of the teachers and HODs.

Within the library, Godrej furniture facilitates easy showcasing, referencing,


individual study and group study.

Lab and training Room Furniture is created to allow for vast storage spaces
and mobile seating.

To make break-time truly enjoyable, Godrej have specially designed canteen


furniture for close interaction, and high levels of hygiene.

It is said, Education is a process that re-invents the learner. At Godrej


Interio, this change is smooth and comfortable.

The world is a class room

33
Learning starts from the day we are born. A child’s mind is a random access
memory. Recording sights and sounds. Absorbing colours, storing away
smells. A million stimuli. learnings.Everyday!

At Godrej, education is a natural process. To Godrej a chair is a seat of


wisdom. A table is a drawing board for ideas. A black board is a canvas for
creativity. We aim to make learning an extension of better living.

DESKING SOLUTIONS

The wooden top is made up of either Pre laminated or Decorative laminate.


The desking products have a wide range, ranging from;

34
• Executive desks

• Conference tables

• Premium suites

• Multipurpose tables

• Reception tables

• Classroom desks-cum-benches

• Training room tables

STORAGE SOLUTIONS
35
Godrej offers various storage products;

• Filling Cabinets

• Compact mobile storage

• Lockers

• Bookcases

• Tambour & sliding door units

• Periodical display racks

36
SEATING SOLUTIONS
Godrej has a large range of seating products. All chairs are designed
considering following data;

• Anthropometrics data

• Job profile

• The surrounding work environment

Chair has two components;

A) Super structure

• Seat & back

• Arm rest

B) Under structure

• Revolving type

• Fixed type

37
EVERY DAY IS TEACHER’S DAY
A teacher is more than a teacher. A friend, philosopher and guide. Leading,
grooming and enlightening students. To walk out into the world with
confidence. To be the citizens of tomorrow.

At Godrej, they know how a good teacher shapes a student’s life. It takes
long hours, patience and care. For this, the teacher needs to be at ease. Every
piece of furniture is designed with one objective. To inspire teachers to
inspire their students.

Godrej offers furniture for;

• Staff rooms

• Faculty cabin

• Principal/Directors chamber

38
Godrej Interio is a leader in Open Plan Office Systems,
Seating and Desking products.
Each and every solution is designed keeping in mind your comfort, health
and productivity. Our products have been certified by India's leading
medical fraternity as being ergonomically and scientifically designed. In
addition, we also offer our customers office interior products from leading
global majors like Milliken - one of the leading Carpet Tile manufacturers in
the world
39
VARIOUS TYPES OF OPOS PRODUCTS OFFERED BY GODREJ:

• PANEL BASED

• TILE BASED

• DESK BASED

• COLUMN BASED

40
MODULAR SOLUTIONS FOR OFFICE

Modular furniture’s come in breakdown or knockdown format which means


that the whole furniture system say a work station is broken down into
several parts which can be broken down into several parts which can again
be assembled as per the needs of the client, space allocation, design of office
e.t.c. i.e. customers of modular furniture’s can customize the product. Godrej
& Boyce MFG Co. LTD was the pioneer in introducing the concept of
Modular furniture in India in 1982 but it did not go ahead with it as the
market demand for such modern age equipment was low. But in the past few
years, with the growth of IT and Services industry in India, a massive boom
in the demand for such modular furniture increased at tremendous pace
because of the concept of teamwork, groups

41
BRAND PHILOSPHY

A new era in interior solutions beckons. And who better than Godrej to
script new beginnings!! Years of understanding consumer needs, through
R&D and matchless expertise means our products –home furniture, office
furniture and special project furniture –are world-class and evolving with
time. This phenomenal drive to think new is ably backed by exclusive
showrooms and dealer outlets across India.
The changing customer, competitive environment and respect for big brands
call for a younger &modern face of Godrej.

Hence GODREJ INTERIO. A perfect amalgamation of time tested values


and contemporary outlook. It reflects the Godrej philosophy of breathing life
into monotony. It’s vibrant stylish and comfortable. Godrej Interio
recognizes the needs of modern lifestyle and stands dedicated to meet these
with ease and aplomb

Interio: The Philosophy

‘Interio’ is simply the unified platform to convey that our solutions allow
you to 'transform your space’. Making it a comfortable, productive & vibrant
environment that makes your home worth living in & your office worth
working in. It reflects the expertise Godrej has, in the business of Furniture
& Interior solutions. That, which enables change the 4 walls of any space,
into one that breathes of a 'quality life'.
With the range of Home furniture & decor solutions, Godrej intends to
provide the warmth & comfort that reflects a happy, at ease family. Where
the ups & downs of daily life can be forgotten. Where the entire family
comes together for dinner after a tired day at work. Where guests are
impressed by the style of the decor. Where you can recharge yourself for the
next day ahead.

42
With the Office Furniture Solutions, Godrej wants to create a positive
environment that encourages employees & employers alike to deliver their
best. A comfortable workspace that instils confidence, pride, understands
pressures of work & provides furniture that ensures employee well-being at
all times. So that he can be successful at work & exudes energy even when
he gets back home.
So whether you are a busy & ambitious executive at work or a doting father
and loving husband at home, Godrej Interio provides the most aesthetic &
ergonomically friendly interiors that make you feel good about yourself and
your environment.

The Brand Promise


Godrej Interio is a contemporary, stylish & ergonomically designed range of
furniture & interior solutions that transforms any space. It comes from our
expertise & constantly evolving solutions that we provide to the consumer.
And the belief that, ‘No one knows interiors better’ than us.

43
Godrej & Boyce Taking new projects

Godrej & Boyce is looking at opportunities to set up a manufacturing unit


for its furniture division in either Karnataka or Tamil Nadu. "This would
enable us to decrease the time to market in the region," Mr Anil Mathur,
Chief Operating Officer, Furniture and Interiors Group (FIG), Godrej &
Boyce, told press persons here.

Umbrella brand

The company is also stepping up its presence by enhancing its distribution


strength in the South. In a move towards a unified approach to brand
building for all its products, the company will launch an umbrella brand on
August 16, 2005 he said.
The FIG reported a turnover of Rs 650 crore this year and expects to touch
Rs 850 crore by the end of the current fiscal, Mr Mathur said. The southern
States contribute nearly 30 per cent to our business, he added. Godrej has a
presence through 700 dealers and 28 exclusive showrooms across the
country.

Hospitality, healthcare

There are plans to launch furniture for the hospitality and healthcare
segments soon, he said. The country's Rs 20,000-crore furniture market
comprises mainly office and home segments. The IT and ITeS sectors
account for nearly 37 per cent of the total furniture market followed by
education and multiplexes.

44
The Rough Edge

The journey was not entirely without the occasional bump. “Godrej had
reached the peak of a business life cycle with office furniture. It had to
explore new avenues for growth,” Godrej was the market leader in the
estimated Rs 8,000 crore (Rs 80 billion) office furniture market. In 2000, it
ventured into yet another unchartered territory – the children’s furniture
segment. This was launched under the brand name ‘i-space’. This range was
meant as a precursor to the entire offering that was to follow. The market
then did not perceive children’s furniture as an area to spend money on, but
Godrej was ready to change the mindset. Around 2002, even as office
furniture volumes were increasing by about 8 to 10 percent, returns were
Decreasing by 5 to 7 percent year on year because of price reductions. The
division’s margins were also under pressure as prices of raw materials
headed northwards. At the same time, prices of finished goods were falling.
There were a plethora of unorganised and newer players offering better
designs at competitive prices. Because of falling returns, top line growth was
not commensurate with the quantities sold and it became necessary to
expand the base. It was time to explore the market further

Competitors V/s Marketing

The unorganised market constitutes about 80% of the furniture market in


India. Quite a few brands compete for a share in the remaining 20% of
branded furniture market. The advertising efforts of the other brands
indirectly benefited Godrej. Advertisements created awareness about
branded furniture. And, speaking of brands, Godrej was the trusted name
when it came to furniture in India

Furnishing the Future

Godrej has already entered the arena of laboratory furniture and will be
venturing shortly into the ‘seating sector’, targeting multiplexes and airports.
The ambitious plans also include entering the furnishing segment and doing
45
entire interiors. Apart from the Middle East and Africa, Godrej’s furniture
division is vying for the U.S. and Canadian markets as well. Godrej just
make furniture be it for the office, home or a multiplex. Godrej is
everywhere.” More things stored in this Godrej Almirah!!
“Godrej Lifespaces”. An authorized company showroom of Godrej
Lifespaces would offer the entire gamut of Godrej products apart from
FMCG. Today there
Are 38 of its showrooms across India and 12 more will soon be set up. The
Division recorded a turnover of Rs 63crore from 38 Lifespace showrooms
last
Year. The target is to achieve Rs 100 crore by the end of 2007-08.

CORPORATE PROFILE

GODREJ & BOYCE BUSINESSES

• Furniture & Interiors

• Appliances

• Locks

• Security Equipments & Solutions

• Prima Office Equipments

• Storage Solutions

• Material Handling Equipments

• Process Plants & Equipments

• Industrial Products

• Electrical & Electronic Services

• Construction & Real Estate

46
GODREJ GROUP

• Established in 1897

• Group turnover exceeds: Rs 6000 cr

• Godrej & Boyce is the flagship with a turnover of Rs 2300 cr

Godrej Furniture & Interiors Group

• More than 60 years experience

• Caters to both ,Office (B2B) & Homes(B2B)

• B2B:(63% of turnover) Wide variety of products aimed at offices,


Laboratories, Educational Institutes. Complete Solutions including
desks, chairs, Modular Furniture, Carpets & Interiors

• B2C(27% of turnover)

Complete Solutions for home including Drawing room, Bed room,


Children room & Kitchen

• Exports 5% of the category turnover

MARKET SCENARIO

• Rapid changes in lifestyle and living standards both in metro and


small towns

• Biggest Demographic change-Nuclear families

• Service Industry Growth including IT & ITES

• Image conscientious

47
• Need for products & solutions which will create distinctive but
beautiful Homes & Offices.

• Decor conscious

Godrej FIG

• Wide Reach

Number of company owned showrooms;38

Network of 800 Channel partners

FIG Plan

• Investment in technology

New technologies in Wood, Metal & Foam processing

Software for online configuration & tracking

• Investment on ‘Design’

Design collaboration with Indian, Italian & French design House

Brand Strategy

Godrej G Lab Godrej Formula

“Perfect Home” “S” Offices

48
NEW
BRAND
Godrej Brand ‘Customer Speak’

 Attentive

 Last Long Time

 Good Value For money

 Well made

 Warm, Friendly

 Reliable, Trustworthy

NEW BRAND – PROMISE

 Expertise in the business of furniture & interio solution

 Vibrant, Contemporary

 Ensure opportunity to individuals for “self Expression”

 Brand which help individuals to make their surroundings


“Distinctive but Beautiful”

NEW BRAND

49
o Relates to people: Changing profile

 Vibrant ,Contemporary

o Solves latent need or problem

o “Ahead of the pack” : Innovation

 Ensures opportunity for Self Expression

o Create a feeling of belonging

Godrej – Path Ahead

 Continue “Discipline Diversification”

 Corporate showrooms

 Stadium furniture

 Healthcare Furniture

 Hospitality

 Multi – Location Manufacturing

 Global Collaboration

 Design

 Manufacturing Sourcing

 Expand Market for home products by redefining price


points

Godrej - RESULTS Ahead


50
o Growth Rates up from 25% to 33%

o Market Share to increase by 10%

o Business volume to cross Rs.15000 million by 2010

Making a new beginning of Godrej Furniture &


Interiors Group

“The beginning of change is change itself”

{To exist – is to change, to change is to mature, to mature is to go on


creating (and recreating) oneself endlessly}

THE FLOW

Recognising Changing “Consumerism”

Existing Brands – Introspection

New Brands: Why & its evolution

Communication Plans

BUSINESS PHILOSOPHY

51
Enable people to be more comfortable and joyous in both,

their personal & professional lives providing ergonomic &

Aesthetic, value for money Furniture, interio products &

Services.

Godrej Interio: Brand Name Logic

Unify the range

Contemporary

Furniture and Interiors category

Ease of comprehension

Distinctive

Design Logic
Modern

Youthful Yet Elegant

Active Yet Minimalist

Godrej Interio; the Philosophy


Godrej Interio provides the most contemporary, Aesthetic & Ergomically
friendly interiors that make you feel good about yourself and you
environment.

Consumer Response
• Its colourful and bright

52
• Signals walls, flooring,

Anything to do with interiors

• Bold and definite font – appealing

• Premium furniture show room

• Upper/upper middle class

• Use of exotic colors- bright and pastels

(Overall feel: modern, vibrant and hi-tech)

Godrej Interio: 2 key parameters


• EXPERTISE

• AESTHETICS

Research Methodology

Research Design
A research design provides the framework to be used as a guide in
collecting and analysing data. But it is not necessary that a particular
research design is always the best. Experience with different research design
will generally provide the researcher with the capability to match a research
problem with an appropriate design. Research

53
methodology depends, to a large extent on the target population and how
easy or difficult to access it. The second factor which influences research
methodology is of course the importance of decisions which will be taken
based on the research.

Broadly speaking we can classify research designs into the following three
categories:

• Exploratory research

• Descriptive research

• Casual research.

Research objective
The research study is having one main objective:

“To know the market Potential of branded furniture in education


segment”

Sub objectives
• To know the customer satisfaction level

• To know the purchasing power of the customers

• To collect data for future improvement

Exploratory RESEARCH :

Exploratory research is used when one is not conversant with the problem
environment
such type of investigation is mainly concerned in determining the general
nature of the problem and variables related to it.

Research methodology is a way to systematically solve the research


problem. It may be understood as a science of studying how research is done
scientifically. Exploratory research is done through surveys to find the

54
various aspects of customer satisfaction like margin, service charges, service
delivery, etc. Questionnaire is prepared to collect the primary data.

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. The multidisciplinary
approach is good for the flexibility it offers, yet comparative programs do
have a case to answer against the call that their
Research lacks a “seamless whole”
There are certainly methods far more common than others in comparative
studies,
However. Quantitative analysis is much more frequently perused than
qualitative, and this is seen in the majority of comparative studies can be use
quantitative data.
The general method of comparing things is the same for comparative
research as it is in our everyday practice of comparisons. Like cases are
treated alike, and cases are treated differently; the extent of difference
determines how differently cases are treated. The point here is that if one is
able to sufficiently distinguish two cases, comparative research
conclusions will not be very helpful.

Nature of Study
The nature of
this study is descriptive one; The research design in such studies must be
rigid and not flexible and must focus attention on the following:

Formulating the objective of the study

Designing the method of data collection

Selecting the sample


55
Collecting the data

Processing and analysing the data

Reporting the findings

DATA COLLECTION

SOURCES OF DATA

PRIMARY DATA:

Primary data refers to data that is collected afresh and recorded for the first
time. Primary data are those data i.e. collected by the researcher himself. It
thus happens to be original in nature. The various methods of collecting
primary data are performing surveys, census, through observation or through
correct communication with respondents. But basic manner of primary data
collection is survey method. The primary data for the study was collected
through questionnaire and informally.

The primary data is collected from a questionnaire which is having 18


questions. Every question is having its own value and it provides various
aspects of this report. For collecting the data we go through the Educational
institutions, government and private offices, banks,small scale industries,
etc.situated in Himachal Pradesh

SECONDARY DATA:

Secondary data refers to that which has already been collected by someone
else.
Secondary data for the study was collected from:
_ Published literature
_ Company published data and broachers
_ Internet
_ Commercial service
_ Books

56
Sampling Design

The sampling design mainly consists of the sample taken for the study along
with the sample size, sample frame and sampling method.
Sample Universe:

All educational institutions, banks, companies, and government and private


offices those who are deal in the selected Area’s in Himachal Pradesh were
taken as the sample universe.
Sample Size:

From the universe, sample sizes of 45 offices were selected for the purpose
of the study.
Sample Frame:

The offices were selected on a random basis from which the respondents
were selected based on convenience.
Sampling Method:

Convenience sampling was used, based on the willingness and availability of


the respondents. The study was conducted on offices with different type of
brand business in same segment.
Research period:
The time for the project was limited to 45 days only, from this, 30 days was
spent for the collection of data.

Elements (Sample): Sample for the study is random.


.

DATA ANALYSIS AND INTERPRETATION

Introduction To Analysis

After tabulating, the data must be analyzed, researcher often use statistical
interpretation which concentrates on what is average or what deviates from
an average. Statistical interpretation, shows how widely the response vary

57
and how they are distributed in relation to the variable, being measured,
statistical market rely on estimates of expected errors or deviation from the
two values of population. The analysis and interpretation of data may lead
the researcher to accept or reject the hypothesis being selected.

Data Analysis Tools Used


The process of arranging data into groups or classes according to
resemblance and similarities is technically called classification.
Classification is the process of arranging the data into sequences and groups
according to their common characteristics or separating them into different
related parts.

Data interpretation will be done through statistical tools like.

_ Bar graphs
_ column chart
_ Pie charts
_ Hypothesis testing

Q 1 what comes in your mind when you hear the word Godrej? (Awareness
and promotion)

58
OTHERS
0%

FURNITURE
30%

SAFES
47%

APPLIANCES
23%

The graph shows that 47% of our respondents say when they hear GODREJ
word then their safes that is used for storage comes in their minds 30%
respondents said that furniture comes in his mind first when they hear word
GODREJ 23% people say that appliances of GODREJ comes in mind when
they hear about word GODREJ .SO this results shows that there is good
awareness and brand image of GODREJ in the minds of people of Himachal
Pradesh

2) How can people get information? What are means through which they
fulfil their requirements?

59
OTHER
RECOMMENDATIONS
11%

NEWSPAPER
ADVERTISEMENT
SALESPERSONS 35%
21%

MEDIA SOCIALCONTACTS
ADVERTISEMENTS 11%
22%

From the above graph we came to know that there are many sources through
which people get information about godrej. We find that 36% people get
information or fulfil their requirements through newspaper advertisement
21% people say that they get information from sales persons 22% people get
from media advertisements, 11% people say that they fulfil their
requirements through social contacts 11% people get information from other
recommendations .so it shows that people get information about godrej
through various means

Q3. Do you use any of the office furniture solution provided by Godrej
Interio?

60
cannot say
0%
NO
27%

YES
73%

The purpose of this question was to know that what percentage of people use
godrej furniture of any product of godrej interio divison. We can collect
questionnaire from 43 respondents from collect questionnaire information
we can say that 73% of our respondents use godrej interio product in which
we include education institutions, government, private companies offices
and mostly banks. 27% of our respondents say that they do not use godrej
product in which we include small scale companies and some government
offices.

Q4 Of the given, which ones do you use and from which brand?
( competitor identification )

61
80%
70%
60%
50%
40%
30%
20%
10%
0%
GODREJ OTHERSBRANDS
seatingsolutions 72% 28%
deskingsolutions 51% 49%
modular solutions 30% 70%
storage solutions 63% 37%
others

The purpose of this question was to know that which type of godrej interio
solutions is used by our respondents is it seating solution, desking solution,
storage solution or modular solution. Is it from godrej or other brand? 72%
people use seating solution 28% not use seating solution of godrej. 51%
people use desking solution 49% not use. 30% people use modular solution
70% not use .63% people use storage solutions 37% not use. We find that
people use local furniture in their offices if it is not of godrej. They prefer
local small companies

5) how do you judge quality (customer knowledge)

62
useof innovative
technology
19%
featuresand benefits
37%
guarantees/warranties
14%

brand name
30%

The purpose of this question was to know that how people judge quality with
brand name, guaranty/warranty, use of new technology, or with features and
benefits. we can say on the basis of collected information that 37%
respondents judge quality with features and benefits of the product, 30%
people judge quality with the brand name of the product. 19% respondents
say that they judge quality with use of new technology in product or
innovative technology, 14% people believe that they judge the quality of
product with the guaranty and warrant y of the product .so this information
tells about the perception of the respondents

6) What you think about price of Godrej furniture?

63
The purpose of this question was to know the perception or thinking about
price of godrej furniture products. is it satisfactory or very high .60% of
respondents from total respondents say that the price of godrej is satisfactory
because it provide good quality of furniture and other services so its price is
right otherside 40% respondents say price of godrej furniture is very high
that its competitors so middle families cannot purchase godrej furniture for
home use or office use.

64
7) What are/were the main reasons of your choosing Godrej Interio?
(Mark multiple options if applicable)

customer relations
2%

range of design
payment terms 14%
0%
ECONOMICAL, 43%

quality
48%

price
2%

The purpose of this question was to know why people choose godrej interio
what main reasons of choosing godrej by them are. in our questionnaire we
give them 6 main reasons so they can choose godrej interio. 45%
respondents choose godrej for their superior quality, 35% respondents
choose godrej for their good brand name, 14% respondents choose furniture
for range of designs 2% choose for customer relations and 2% choose for
brand name and reasonable price.

65
8) Is Godrej furniture is easily available in your home market?

not avaliable
19%

easily avaliable
81%

The response of this question shows that 81% of our respondents say that
godrej furniture is easily available in their home market so they can purchase
furniture easily from their dealers. 19% of our respondents say that godrej
furniture is not easily available in their home market so there is need of
availability think. We can interpret by saying that people are very price
conscious .They believe that godrej furniture is very expensive & is not
easily available to them.

66
9) What is your buying process?

TENDER
28%

DIRECTBUY
53%
COMMITTEE
PURCHASE
19%

The purpose of this question was to know about the buying process of
educational institutions, government and private offices and companies. 53%
of our respondents say that they purchase godrej furniture direct from godrej
dealers. 23% respondents say that they purchase furniture with tender in
which most of them are banks. 19% respondents say there is committee
purchase process in which we include educational institutions.

67
Q10 Which Type of Furniture companies do you look in for when you
go for Purchasing Office Furniture? (Yes or no)

STANDARD BUT UNBRANDED


5%

ECONOMICAL
7%

LOCALCOMPANIES
14%

BRANDED
74%

The purpose of this question was to know the perception of our respondents
for their next purchase decision for furniture, will they go for godrej or not
what is the main idea into their mind .in 74% respondents say they go for
branded furniture for their next purchase. 14% respondents say that they go
for local companies for their next purchase. 7% respondents say that they
purchase furniture with their economic conditions.2% respondents say they
purchase standard but unbranded furniture

68
11) Do you get any discount from your supplier?

YES No Cannot Say

2%0%

42%

56%

The purpose of this question was to know that are godrej interio users get
discount from company or dealers. on the basis of collected information we
can say that 56% our respondents say that they get discount from company
or dealers . 42% of our respondents say that they cannot get any discount
from company or dealers. 2% respondents say they cannot say or they have
no information.

69
Q 12 Have you changed your supplier (if yes for what region)

CANNOT SAY Pricing


20% 29%

Lack Of Availability
Of Product Range Quality
Comlaints
28%
9%
After Sales
services
Comlaints
14%

The purpose of this question was to know about what are the main reasons
so they can change present supplier. on the basis of our collected data we
can describe that 28% people change their supplier because of lack of
availability of product range, 29% people say that they can change godrej
for high price, 14% people say that they can change supplier for after sale
complaint,20% say they cannot say anything about this

70
Q13 Is Godrej innovative

0%

CANNOTSAY
46% YES
51%

NO
3%

The purpose of this question is to know the perception of people about


godrej innovative technology

From this graph we can say that 51% of respondents are satisfied with the
innovations ,designs, styles and modifications that Godrej is offering to
them & rest 46% can be grabbed by bringing major innovations in furniture
with respect to style, design etc.

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FINDINGS & RECOMENDATIONS
• There were many organizations who haven’t purchased Godrej
furniture because of unawareness, so company should go for more &
more advertisement, exhibitions & promotional carnivals.

• Most of the organizations make their purchase process (furniture)


through Direct Buy, so company should make their purchase process
through . As it is easy, reliable & detailed to customer.

• Godrej is having an extra edge over the other brands, though being
ahead of its competitors, there is still need of improvement. Godrej
has close competition with local brands, so in order to remain ahead of
its competitors Godrej Interio has to do major innovations such as
more attractive designs & styles in furniture products.

• Organizations like to purchase branded furniture but they believe that


Godrej furniture is very expensive & is not easily available to them, so
more showrooms should be opened & more schemes & offers should
be provided to the customers.

• There are several features that customers take into consideration while
going for purchasing furniture like aesthetic look, price, quality,
warranty, after sale service etc, so Godrej should take every aspect
into consideration. Furniture should be prepared keeping into mind
that what customers think is best design/style & not what company
thinks is suitable, customer should be given priority. That means the
company should be customer oriented rather than market oriented.

• Majority of the institutions prefer wooden & steel furniture, so high


quality of steel & wooden material should be manufactured in order to
meet customer expectations.

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• Most of the customers complained that Godrej has high prices of
furniture, so it is recommended that the company should provide some
discounts and offers to their customers. So that the customer gets
motivates towards godrej Interio, ultimately it will help the company
to get immediate orders & will also clear ambiguity among customers.

Company reduced its warranties provided on interio products over the


last years so to remain competitive better warranties should be given
to the customers.

Limitations
• Concerned respondents were not available

• Some respondents were not cooperative

• Unawareness about the products

• Biasness or prejudice of some of the respondents regarding any sort of


the information which is required for such study.

• Not much of importance was attached to this task by some of the


Respondents. We were greeted with either reluctance or nonchalance.

• Medium sample size of the respondents

CONCLUSION

We conclude by saying that Godrej furniture has a great potential in every


region of Himachal Pradesh. The availability of funds and rising standard of
institutions is an opportunity to grab. Godrej as a brand name is known to
everyone living in India. But people are less aware about the modular
solutions. Godrej Interio has to change its marketing policies. In terms of
4p’s of marketing (price, promotion, place & product) promotion & price
demands immediate attention. There is a need of high promotion of modular
solutions.

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The company should maintain healthy relationship with customers in order
to retain them with the company .As from the data collected, it is clear that
customers are having future requirement of furniture in their organisation.
So company should try to give optimum satisfaction to the customers in
order to retain them with the company. So the company should provide
better services to the customers and should be concerned about price.

BIBLIOGRAPHY

BOOKS

• B.K.KARANJIA (Godrej ,A HUNDRED YEARS 1897 – 1997


,VOLUME 1)

• B.K.KARANJIA (Godrej ,A HUNDRED YEARS 1897 – 1997


,VOLUME 11)

• C.R.KOTHARI (RESEARCH METHODOLOGY)

• PHILIP KOTTLER (MARKETING)

• PRASANNA CHANDRA (PROJECTS)

CATALOGUE

• A whole new school of possibilities

MAGZINE

• CHANGE

• INSIDE OUTSIDE

WEBSITES

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• www.godrej.com

• www.godrejinterio.com

• www.google.com

• www.wikipedia.com

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DID YOU
KNOW...........?

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QUESTIONNARIE

A survey on potential & preference of Godrej furniture in H.P. for Godrej


Interio products which is being conducted by Mr…………………….from
Chandigarh business school ,C.G.C. Landran,Mohali for the summer
training program under the supervision of GODREJ & BOYCE
MFG.CO.LTD, CHANDIGARH. The data collected under this survey will
be kept private and confidential

ABOUT COMPANY

Name of the organization: ______________________

Name of the head --------------------------------------

NO .OF Employees ------------------------------------

Office Area ------------------------------------

City/Town ------------------------------------

Contact/Telephone No. ---------------------------------------

Email/Web Address ------------------------------------

Dear respondent please answer these questions:-

Q 1 what comes in your mind when you hear the word GodreJ?
( awareness and promotion)

a) Safes b) Appliances

b) Furniture d) Others

Q2 Means through which you search for your requirements of furniture


item are (communication ways to identified segments - promotion)

a) Newspaper advertisement b) social contacts

c) media advertisement d) sales persons

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Q3. Do you use any of the office furniture solution provided by Godrej
Interio?

a)Yes b) No

Q4 Of the given, which ones do you use and from which brand?
( competitor identification )

Type of furniture Is that from Is that from others


solution Godrej (specify)

Seating Solutions

Desking Solutions

MODULAR
SOLUTIONS

Storage Solutions

Others………………
…..

Q5 SEATING

1) What kind of main chair is used by you (product identification)

a) ) Static b) Revolving

2) Fabric choice (product identification)

a) Lather finish b) Cloth

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3) Price range
a) 3000-5000 b) 5000-10000

c) Above 10000
4) Work chair (product identification)

a) Revolving b) Non-revolving

5) Price range

a) 2000-3000 b) 3000-4000

Q6 DESKING

1) Main table looks

a) Sleek a) Bulky
2) Finish (product identification)

a) Totally wooden b) Glass top

3) Price range

a) Below 50000 b) 5000-100000

c) Above 100000

Q7 STORAGE

1) Made of (product identification)

a) Wood b) Steel

c) Wood and steel

2) Price

a) 4000-6000 b) 6000-10000

c) Above 10000

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Q8 Please rank Godrej Interio based on the following factors (check
the consumer behavior)

Highly Satisfied Neutral Unsatisfied Highly un-


satisfied satisfied
QUALITY
PRICING
DELIVERY
SCHEDULE
RANGE OF
DESIGNS
CUSTOMER
RELATIONSH
IP

Q9 how do you judge quality (customer knowledge)

a) use of innovative technology b) guarantees/warranties

c) Brand name d) features and benefits

Q10 what you think about price of Godrej furniture?

a) High b) Satisfactory c) Low

Q11 What are/were the main reasons of you’re choosing Godrej


Interio? (Mark multiple options if applicable)

a) Brand name b) Range of designs c) Quality

d) Price e) Customer Relationship f) Payment terms

80
Q12 Given below are some characteristics of Godrej furniture. Please
give each characteristic some point’s base on your preference so that the
total adds up to 100. The higher points allocated to a characteristics, the
higher is its importance to you.

Life of furniture
Customization of furniture
Price of furniture
Appearances of furniture
Faster delivery of furniture
Range of Designs
Warranty
Payment terms

TOTAL

Q13 Is Godrej furniture is easily available in your home market?

a) Easily available b) not available

Q14 What is your buying process?

a) Direct buy c) committee purchase

a) Tender d) limited tender

Q15 Which Type of Furniture companies do you look in for when you
go for Purchasing Office Furniture? (Yes or no)

a) Branded -------------- b) LOCAL COMPANIES -------------

c) Standard but unbranded ------- d) Economical ----------

Q16 Would you go for Godrej Interio the next time you purchase
furniture?

a) Yes b) No

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Q17 Do you get any discount from your supplier?

a) Yes b) no if yes what % ---------------

Q 18 Have you changed your supplier (if yes for what reasons?

1) Pricing 2) quality complaints

3) After sale service complaints 4) lack of availability of product


range

Q19 What other Brands would you consider when you next purchase
furniture?

a) ----------------------------- b) ---------------------------

Q20 Any suggestions you would like to offer to help Godrej Interio
serve you better?

--------------------------------------------------------------------------------------------
--------------------------------------------------------------------------------------------
--------------------------------------------------------------------------------------------
------------------------------------------------------------------

Signature of respondent: ------------------------------- ----

THANK YOU FORs


YOUR KIND COOPERATION AND VALUABLE TIME

82
s

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