INTRODUCTION TO THE GODREJ & BOYCE MFG. CO. LTD.

History
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. 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.

GODREJ GROUP OF COMPANIES

 1897 - Godrej & Boyce Mfg. Co. Ltd established

1918 - Godrej Soaps Limited incorporated
1961- Godrej Started Manufacturing Forklift Trucks in India
1971- Godrej Agro Limited began as an Animal Feeds division of Godrej Soaps
1974 - Veg oils division in Wadala, Mumbai acquired
1990 - Godrej Properties Limited, another subsidiary, established
1991 - Foods business started
1991 - Godrej Agro Limited incorporated
1994 - Transelektra Domestic Products acquired
1995 - Transelektra forged a strategic alliance with Sara Lee USA

MARKETING MIX OF GODREJ

Mostly people or businesses will focus on Price, Place, Promotion and Product as their elements
of marketing mix. But now the marketing mix is increased with Five Ps and also to Seven Ps.
Regarding Godrej and whirlpool we are going to mostly concentrate with Four Ps i.e. Price,
Place, Promotion and Product.
MARKETING MIX OF GODREJ:
PRODUCT:
Godrej product is there in much kind of businesses namely Home appliance
(Refrigerators, Air-conditioners, Washing machine, Microwave and DVDs), FMCG
(Cinthol, Hersheys chocolate syrup, Good knight, Hair colour and hair dye), Agri
(Animal feeds, Oil palms, Plantation, Agro chemical and poultry), Furniture (Cup board,
chairs, beds, Carpets and interior decoration), Real estate (Residential, Commercial and
township) Security solution (Safety lockers, Banking automation product and electronic

security system). Their product is very much trusted by people. It had created good brand
loyalty over the periods. It has been form the late 1897. In home appliances more than
70% of his revenue comes from Refrigerators. In Fmcg they achieve most of their
revenue through hair colour and dye. Almost many of the companies and firms and banks
use godrej security system because it is a trusted one also same in the case of doors and
locks which is used in houses also.

PRICE:
There are many ways to price a product, they are Premium pricing, Penetration
pricing, Economy pricing, Price skimming, Psychological pricing, Product line pricing,
Optional product pricing, Captive product pricing, Product bundling price, Geographical
pricing and Value pricing but Godrej philosophy had all been to deliver value for money
to its customers despite being priced economically, Godrej maintained his product
quality, so that is the reason many of the people do not consider about the price when
they go for brand godrej.

PLACE:
It is also known as channel, distribution, or intermediary. It is the mechanism
through which goods/services are moved from the manufacturer to the consumer. Godrej
home appliances are sold in retail outlets like Vivek&co, Vasanth&co. and Girias etc In
the case of Fmcg product it is given to the small store to big retail store like Big Bazaar
through theirs distributors allocated in each state or city. In the case of security system
and doors it is available in hardware stores and security system and banking automation
services is fitted directly by Godrej. Godrej & Boyce Mfg.Co.Ltd has a network of 38
companies-owned showrooms and more than 2200 Wholesale dealers and more than
18,000 Retail Outlets.
PROMOTION:
This includes all of the tools available to the marketer for marketing
communication. Promotions are done in four ways Advertising, Public relations,
Personal selling and sales promotion. Godrej has a unique way of advertising their
product. For example their DVDs advertisement is considered has funny advertising
amongst the people. They advertise their Fmcg and home appliances product through
outlets, through big banners in important cities, through television and internet
advertisement and they have their own company websites through which people can get
to know about all the products of godrej and also about their companies.

Segmentation, Targeting & Positioning

Market segmentation is a marketing strategy which involves dividing a broad target market into
subsets of consumers, businesses, or countries that have, or are perceived to have, common
needs, interests, and priorities, and then designing and implementing strategies to target them.
A target market is the market (customers) a company wants to sell its products and services to,
and to whom it directs its marketing efforts. Identifying the target market is an essential step in
the development of a marketing plan. A target market can be separated from the market as a
whole by geography, buying power and demographics, as well as by psychographics.
Positioning is a marketing strategy that aims to make a brand occupy a distinct position, relative
to competing brands, in the mind of the customer.
SEGMENTATION, TARGETING & POSITIONING OF GODREJ
SEGMENTATION

GCPL has segmented the market on the basis of the following variables: Demographic
(age and social class), Psychographic (lifestyle and personality), Behavioral (benefits
and occasions), Geographical (region)

The first consisted of the home care segment where consumers were buying well
established brands such as Good Knight, HIT & JET in basket.

The next segment consisted of Personal Wash, one of Godrej's oldest business divisions,
consumers who preferred sanity, fairness.

The third segment consisted of Hair care spread. Here consumers look for hair colour,
hair dye, mehendi & hair oil products.

The next segment consisted of Air care, one of Godrej's latest business divisions,
consumers who preferred designer car and home fragrances.

DEMOGRAPHIC
Age: 6-11, 12-19, 20-34, 35-49, 50-64, 65+
Gender: Male, Female

Occupation: Professionals, Retired, Students, Homemakers, Sportsmen

Social Class: Working Class, Middle Class, Upper Middle Class, Lower Upper, Upper Uppers
PSYCHOGRAPHIC
Lifestyle: Culture- Oriented, Safety- Oriented, Outdoor- Oriented
Personality: Gregarious, Ambitious

GEOGRAPHIC
Location based : different states, cities.
Region based : Rural, Urban, semi-urban.

SEGMENTATION
Home care (Psychographic)
Good knight (Safety oriented)
Hit (Safety oriented)
Jet - Geographic (Andhra Pradesh & Madhya Pradesh)
Ezee (Lifestyle:culture oriented)
Genteel (Lifestyle:culture oriented)
Godrej Dish wash (Safety oriented)
Personal wash (Psychographic)
Cinthol (Lifestyle:culture oriented)
Protekt (Safety oriented)
Godrej No.1 (Lifestyle culture oriented)
Fairglow (Lifestyle culture oriented)
Vigil (Lifestyle culture oriented)
Crowning Glory (Lifestyle culture oriented)
Shikhakai (Lifestyle culture oriented)
Swastik (Lifestyle culture oriented)
Godrej Shaving Cream (Lifestyle outdoor oriented)
Hair care (Psychographic)

 Godrej Expert (Lifestyle:outdoor oriented)

Renew (Lifestyle:outdoor oriented)
Colour soft (Lifestyle:outdoor oriented)
Nupur (Lifestyle:culture oriented)
Kesh Kala (Lifestyle:culture oriented)
Kali Mehandi (Lifestyle:culture oriented)
Anoop Hair oil (Lifestyle:culture oriented)
Air care
Godrej Aer Twist (Lifestyle:outdoor oriented)
Godrej Aer Spray (Lifestyle:outdoor oriented)
Godrej Aer Click (Lifestyle:outdoor oriented)
TARGETING
GCPL has a widespread distribution network across India. It makes sales in both urban
and rural markets, enabling it to benefit from the opportunities in both segments. It has a sales
team of over 250 staff spread across the country. It has a network of 33 C&F agents. It had 1,273
distributors, 142 super stockists and 3,175 sub stockists to support the sales team in India. Its
distributors and sub stockists cover around 650,000 retailers in India. GCPL has linked its major
distributors in India through a system called Sampark, a collaborative planning, forecasting and
replenishment system with its ERP system leading to reduced inventory levels.
Present target : e-commerce
e-commerce expected to generate sales worth Rs 200 crore in the next two years.
POSITIONING
ATTRIBUTE POSITIONING ( special cloth wash )
-

Godrej Ezee
for special clothes and delicate garments like woolens, silks, baby clothes, wool
blends, premium cottons, lingerie etc

USER POSITIONING ( Godrej aer, designer car fragrances )

-

Godrej aer Twist

forelite cars, flows in smooth sea like breeze and fragrance

BENEFIT POSITIONING ( Good Knight, mosquito killer )

-

Good Knight Advanced

double power Activ+ System for Refill, Advanced Low Smoke alternative in
coils and a pleasant experience aerosol.
-

Good Knight Naturals

blend of active and exotic natural ingredients that lends reassurance of safety.

COMPETITOR POSITIONING ( Edge, slimmest collection of watches )

-

Cinthol
Alive is awesome!, brings in the ultimate freshness, positioned against LUX
and NIRMA.

QUALITY OR PRICE POSITIONING ( Sonata, quality in woolen fabric wash )

-

Genteel
specialises in woollen fabric care washing.

Genteel Liquid detergent (mild wash)

Genteel Washomatic (machine wash)

Competition

In soaps, LUX & LIFEBUOY - HUL and NIRMA NIRMA.

In hair colours, BLACK ROSE, SUPER VASMOL&LOreal.

In shaving creams, GILLETTE, PALMOLIVE&OLD SPICE.

In talcum powders, PONDS HUL and DENIM.

In liquid detergents, Ezee & Genteel of GCPL competes with SAFEWASH WIPRO and SURF
EXCEL- HUL.
Product Life Cycle
The product life cycle has 4 very clearly defined stages, each with its own characteristics that
mean different things for business that are trying to manage the life cycle of their particular
products.
Introduction Stage This stage of the cycle could be the most expensive for a company
launching a new product. The size of the market for the product is small, which means sales are
low, although they will be increasing. On the other hand, the cost of things like research and
development, consumer testing, and the marketing needed to launch the product can be very
high, especially if its a competitive sector.
Growth Stage The growth stage is typically characterized by a strong growth in sales and
profits, and because the company can start to benefit from economies of scale in production, the
profit margins, as well as the overall amount of profit, will increase. This makes it possible for

businesses to invest more money in the promotional activity to maximize the potential of this
growth stage.
Maturity Stage During the maturity stage, the product is established and the aim for the
manufacturer is now to maintain the market share they have built up. This is probably the most
competitive time for most products and businesses need to invest wisely in any marketing they
undertake. They also need to consider any product modifications or improvements to the
production process which might give them a competitive advantage.
Decline Stage Eventually, the market for a product will start to shrink, and this is whats
known as the decline stage. This shrinkage could be due to the market becoming saturated (i.e.
all the customers who will buy the product have already purchased it), or because the consumers
are switching to a different type of product. While this decline may be inevitable, it may still be
possible for companies to make some profit by switching to less-expensive production methods
and cheaper markets.
Product Life Cycle Examples
Its possible to provide examples of various products to illustrate the different stages of the
product life cycle more clearly. Here is the example of watching recorded television and the
various stages of each method:
1.
2.
3.
4.

Introduction
Growth
Maturity
Decline

Product & Brand Development Strategies

In the concept of product life cycle we seen that the different stages of producr/brand have
different characteristic so that there have been also needed to adopt different product/brand
development strategies for sustain in the market and growth.
So that the some strategies adopted by godrej is as followed:

Endorsement Branding Strategy: Fair Glow is endorsed by Godrej.

Here companies use both the company brand name and the product brand; however, the
product brand name is given more importance. The name of the company is mentioned
just to tell the customers which company is behind the product and endorsing the brand.
Endorsement signifies the assurance of quality by transferring certain associations that
increase the trust of the consumers.
Brand Extension strategy: Brand Extension is a marketing strategy according to which, a
well known brand uses the same brand name to enter into a totally unrelated product
category. It is done primarily to leverage on the existing brand equity

Godrej, which was initially a brand which signified locks and cupboards, later on entered
into whole new product categories like refrigerators, furniture and real estate

Umbrella Branding Strategy: In this approach the company uses the company name itself
as a brand for all the products across diverse categories.

GODREJ APPLIANCES
Double Branding Strategy: Double branding combines umbrella branding and product
branding concepts. Here the brand name has the name of the company as well as that of
the product. Both names are accorded equal importance in the marketing communication.

Multibrand Strategy: The strategy adopted by Godrej company. They have introduced
many brands in the soaps and other products so that no segment is left untouched. It has
Godrej No1 Rose, in the ultra-premium segment, Godrej No.1 for the economy segement
and brands like Cinthol lome, cinthol fresh for the intervening segments.

Product flanking:
Product flanking refers to the introduction of different combinations of
products at different prices, to cover as many market segments as possible.
It is basically offering the same product in different sizes and price
combinations to tap diverse market opportunities.

BUYING DECISION
What is consumer behavior in marketing?
Consumer Behaviour is the study of individuals, groups, or organizations and the processes
they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs
and the impacts that these processes have on the consumer and society.
What is buyer behavior?
Buyer behavior is the systematic approach consumers follow when entering the purchase
process and making buying decisions. The step-by-step consumer decision-making process,
along with common modes of decision-making are both useful when developing marketing
strategies.
What is Consumer Buying Behavior?
Buying Behaviour is the decision processes and acts of people involved in buying and using
products. Need to understand: Why consumers make the purchases that they make? What factors
influence consumer purchases?

When purchasing any product, a consumer goes through a decision process. This process consists
of up to five stages:
- Stage 1: problem recognition,
- Stage 2: information search,
- Stage 3: evaluation of alternatives,
- Stage 4: purchase decision
- Stage 5: post purchase behaviour.
FACTORS INFLUENCING BUYING DECISION OF CONSUMER
1. Purchasing Power
Purchasing power of a consumer plays an important role in influencing the consumer behavior.
The consumers generally analyze their purchasing capacity before making a decision to buy and
products or services. The product may be excellent, but if it fails to meet the buyers purchasing
ability, it will have high impact on it its sales. Segmenting consumers based on their buying
capacity would help in determining eligible consumers to achieve better results.
2. Group Influence
Group influence is also seen to affect the decisions made by a consumer. The primary influential
group consisting of family members, classmates, immediate relatives and the secondary
influential group consisting of neighbors and acquaintances are seen have greater influence on
the purchasing decisions of a consumer. Say for instance, the mass liking for fast food over home
cooked food or the craze for the SUVs against small utility vehicle are glaring examples of the
same.
3. Personal Preferences
At the personal level, consumer behavior is influenced by various shades of likes, dislikes,
priorities, morals and values. In certain dynamic industries such as fashion, food and personal
care, the personal view and opinion of the consumer pertaining to style and fun can become the
dominant influencing factor. Though advertisement can help in influencing these factors to some
extent, the personal consumer likes and dislikes exert greater influence on the end purchase made
by a consumer.
4. Economic Conditions
Consumer spending decisions are known to be greatly influenced by the economic situation
prevailing in the market. This holds true especially for purchases made of vehicles, houses and
other household appliances. A positive economic environment is known to make consumers

more confident and willing to indulge in purchases irrespective of their personal financial
liabilities.
5. Marketing Campaigns
Advertisement plays a greater role in influencing the purchasing decisions made by consumers.
They are even known to bring about a great shift in market shares of competitive industries by
influencing the purchasing decisions of consumers. The Marketing campaigns done on regular
basis can influence the consumer purchasing decision to such an extent that they may opt for one
brand over another or indulge in indulgent or frivolous shopping. Marketing campaigns if
undertaken at regular intervals even help to remind consumers to shop for not so exciting
products such as health products or insurance policies.

WHAT IS HRM ?
HRM is the organizational function that deals with issues related to people
such as compensation, hiring, performance management, organization
development, safety, wellness, benefits, employee motivation, training,
administration, etc.
RECRUITMENT AND SELECTION PROCESS:Recruitment had been regarded as to be most important function of personal
management. It is very essential for an industrial concern.
Recruitment is the process of searching the right person at right time
for right place stimulating and encouraging them to apply for job in an
organisation. There are mainly three types of method of recruitment as
follows
1.Direct Method
2.Indirect Method
3.Third Party Method

Process For Recruitment :The recruitment process is concerned with the procedure for the
identification and classification of the potential source of human
resources supply and effectively utilising those sources.

Selection :Selection process is complex process. Selection process depends as per the
job requirement. For higher level candidate, selection procedure is difficult as
compared to lower level candidates. Because the present and future of the
organisation is dependent upon the level employees.

Selection Process :-

Selection & Recruitment Process By Firm

Shreenathji Agro Industries Following the traditional method of recruitment
& selection is direct from near place or through reference groups.