A project report on A study on impact of promotional activities

on brand awareness of Goldilocks at Jaipur.

JULIE KUMARI
2015-17 BATCH
Submitted in partial fulfillment of the requirements of PGDM
Program at
Jaipuria Institute of Management
Jaipur

DECLARATION

I do hereby declare that this project entitled, A study on impact of promotional

activities on brand awareness of Goldilocks at Jaipur. with Godrej & Boyce Mfg.co
Ltd. at Jaipur has been completed by me and it is an original work. This report is being
submitted for fulfilling the requirement of Post Graduate Diploma in Management as a
Summer Training Project, at Jaipuria Institute of Management, Jaipur.
It has never been submitted nor been published elsewhere.

(Signature)
Name of the student
Date:
Place: Jaipur

Certificate of Originality

Date:

To Whomsoever It May Concern

This is to certify that the Summer Internship Project Report titled A study on impact
of promotional activities on brand awareness of Goldilocks at Jaipur . with Godrej &
Boyce Mfg.co Ltd. at Jaipur, submitted by Ms Julie Kumari, represents an original
work done by the student mentioned herein and has been submitted in partial fulfilment
of the requirements of the PGDM Programme (2015-17 Batch).

Anvay Bhargava
Signature

ACKNOWLEDGEMENT

No good work flows without the help from Faculty Members Industrial Professionals,
Colleagues, Organization and Friends
Success is the manifestation of diligence, perseverance, inspiration, motivation and
innovation. I the projectee, ascribe my success to my guide Mr. Ashish Sharma,
associate manager of security solutions, Godrej & Boyce Mfg.co Ltd. Jaipur, for giving
me an opportunity to work as a summer project trainee in this esteemed organization.
His knowledge and experience was a great motivating factor. This effort would not have
been possible without his able, efficient, valuable and timely advice, insights and
thoughts. I am very much thankful to sir for his valuable guidance and support.
I take this opportunity to express my heartfelt gratitude to my faculty guide Dr. Anvay
Bhargava, Faculty of Human Resource Management, Jaipuria Institute of management.
I am thankful to sir for his valuable support and guidance.
I am also thankful to the Director, Dean and all the faculty members of, Jaipuria
Institute of management for their valuable support throughout the project.
I am equally grateful to each and every member of Godrej & Boyce Mfg.Co.Ltd. Jaipur
for their whole-hearted co-operation in completing this project in stipulated time. I
extend my sincere thanks to all customers of Godrej Securities who helped me for my
project. Last but not the least, I would like to thank my family members and friends
whose unbounded support facilitated the successful completion of the project.

EXECUTIVE SUMMARY

Progress is a continuous process. It is relative and absolute. We cant stop at a certain

destination and declare that target has achieved and we need not go further.The
summer training programs are designed to give the manager of the future, a fell of the
corporate happening and work culture. These real life situations are entirely different
from the simulation exercise enacted in an artificial environment inside the classroom
and it is precisely because of this reason that this summer training is a bridge between
the institute and organization. Summer training program made us to understand how
theoretical knowledge will be applied in practical field. It exactly in this context that I
was privileged enough to join Godrej & Boyce Mfg. Co. Ltd., on 22nd of May 2016, as a
summer trainee.
Godrej is a diverse product group of more than 100 years old having interest in security
equipments Godrej is a most preferred provider of products and services for over a
century. Godrej & Boyce Mfg. Co. Ltd. has been providing complete security solutions
since the last 100 yrs being associated with internationally acclaimed security systems,
which has been approved by organizations like Under writers Laboratory-USA, CBRIRoorkee , ERTL and Govt. of India etc. Our Security Systems consist of Defender Plus
Safes, Strong Room Doors, Currency Counting Machine, Electronic Safes, Burglary &
Fire alarm Systems, Surveillance System, Automatic Gate Access System, Fire Fighting
Systems and Video Door Phone.
The experience that I have gathered over past Six weeks has certainly provided me with
an orientation, which I believe, will help me, and shoulder any assignment successfully
in future. In todays market where the customers are playing a major role and its
extremely necessary for an organization to see that their product provides complete
satisfaction to their customer by fulfilling their needs. During this project I had done
market survey, to know the impact of promotional activities on brand awareness of the
customers about Godrej Goldilocks in local market. All the information in the project
was not only collected by surveys and visits but also by discussing with different
managers in marketing department of Godrej & Boyce Mfg. Co. Ltd.

CHAPTER 1

INTRODUCTION

The project is undertaken to measure the impact of promotional activities

on brand awareness of Goldilocks in an around Jaipur, and to know about
the popularity of Goldilocks in the market. Measuring the impact of
promotional activities on brand awareness of a particular brand is of vital
importance since it indicates the number of people who are aware of a
particular brand in a given period of time and it also highlights the
effectiveness of the different advertising or promotional tools used for the
purpose.
Brand awareness is the consumers ability to recognise or recall the brand
within a given product category in sufficient detail to make a purchase
decision. This also means that the consumers can propose, recommend,
choose, or use the brand. The objectives of most advertising campaign are
to create and maintain brand preference. The first step is to make potential
consumers aware of a brands existence.
In this existence advertising and promotional activities plays a crucial role
in creating the image of a brand since it is a direct communication outlet.
Through advertising, the brand generates its structure as well as content,
and builds up consumer behaviour those results in the purchase of that
particular brand. Brand image is more dependent on symbolic image value
than the reputation of product attributes. Brand equity, both arbitrary and
planned, dissolves rapidly in todays competitive marketplace and thus
requires constant support. Advertising is the key to the maintenance of the
brand image. It has become fact that advertising affects our daily lives
every day. In 1915, a person could go entire weeks without observing an
ad. The average adult today sees some three thousand every day. Every
advertisement should be analyzed with great detail.
In this project, I went into a search for details regarding the brand
awareness of Godrej goldilocks and its acceptance rate and the promotion
effectiveness.

The analysis was done with the help of the data collected through
questionnaire taking the sample size 200 in an around Jaipur. As the brand
awareness is directly associated with promotion strategy taken by the
company its effectiveness is evaluated and the steps to increase the
awareness level of the customers are considered.
Therefore I have used various tools and techniques for the purpose of
analysis of data and have tried to throw a clear light towards the impact of
promotional activities on brand awareness of Godrej Goldilocks and the
measures to increase its awareness and to evaluate the best media of
communication for the purpose.
It Is a Thing of massive gratification for me to present This Summer
Training Project Report on the topic A study on impact of promotional
activities on brand awareness of Goldilocks at Jaipur.

CHAPTER 2

ORGANIZATION OVERVIEW

Godrej and Boyce is both the holding company of the Godrej Group as well as an
operating company with a presence across 14 diverse businesses. Its journey began in
1897 with the manufacture of high quality locks, then extending to other durables
(refrigerators, washing machines, air conditioners, home security systems and safes,
furniture), products for institutions (office furniture, audio-visual solutions, access
control systems, perimeter security solutions, bank security solutions, beverage vending
machines, interior solutions, hospital and laboratory furniture) and industrial products
(process equipment, materials handling equipment, industrial storage solutions, tooling,
precision equipment).

Headquartered in Pirojshanagar at Vikhroli, Mumbai, Godrej and Boyce operates

across all major global markets such as Europe, U.S., Middle East, Africa and South
East Asia. Mr. Jamshyd Godrej is the companys Chairman and Managing Director.

Apart from being one of Indias foremost brands & business house, Godrej is also an
extremely responsible corporate citizen. This is best manifest in its stewardship of one of
the worlds largest privately owned Mangroves Reserve. Godrejs Good & Green
initiative focuses on increasing employability of underprivileged youth through
vocational training, creating a greener India through an eco-sustainable approach
towards business and developing environmentally friendly solutions for even the lowest
income class of consumers

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 now called Pirojshanagar in the suburbs of Mumbai, where the Godrej
Group has its headquarters.

Godrej & Boyce Mfg. Co. Ltd., the holding company of the Godrej Group, started its
journey with the manufacture of high quality locks in 1897. Today, we have 15 diverse

business divisions offering consumer, office, and industrial products and services of the
highest quality to every corner of India and across the globe.

Businesses of Godrej & Boyce:

Aerospace

Appliances

AV Solutions

Batteries

Construction

Electricals & Electronics

Interio (Furniture)

Locks

Lawkim Motors

Material Handling

Precision Engineering

Process Equipment

Security Solutions

Storage Solutions

Tooling

Vending

Godrej Efacec

Godrej Busbar

Godrej Infotech

Godrej value integrity, trust, service and respect for individuals and for the
environment. We pride ourselves for being one of Indias most respected corporate
houses known for our philanthropy and initiation of labour reforms besides being
recognized for our fair, transparent and ethical dealings. Our people are our assets who
are groomed to deliver their best.
What makes us special?
At Godrej, its more than a career. Its an opportunity to live your dreams and be part
of a culture that nurtures ambition, challenges and provides freedom to operate and
express your ideas.
The Godrej Group touches the lives of 750 million Indians who use at least one of our
products every single day. Our commitment to quality, attention to detail and customer
centricity has helped us earn the trust of generations of Indians.

PRODUCT & SERVICES

AEROSPACE

Godrej Aerospace , engaged in the Hi-Tech Aerospace Mfg. Activities, had its beginning
in a small way, back in 1985, with development of critical, high precision spacecraft
components, made out of exotic alloys. With the launch of Chandrayaan 1, we have
added another medallion to the Godrej group.
Machining & fabrication, heat & surface treatment, assembly, testing & supply of
complex...

AV SOLUTIONS

Godrej AV Solutions brings to you AV (Audio / Visual) products & solutions that
seamlessly integrates audio, video, display, Lcd Tvs, lighting equipment and system
controls for applications such as interactive board rooms, conference rooms,
auditoriums, training rooms, home automation, telepresence rooms, Information
Display Systems, Network Operating Systems with Video Wall Display Systems etc.
Partnerships with companies such as CISCO, Panasonic, Polycom, Crestron, Samsung,
JBL, Christie, Extron etc. enable us to offer state of the art products and solutions. Our
pan India presence, reliable after sales support and innovative designs differentiates us.
Display solutions, audio video conferencing solutions, electronic copy boards.

CONSTRUCTION

Godrej Construction specializes in providing construction contracting services by

delivering turnkey solutions for building of residential, industrial and commercial
projects.
We also offer a wide range of construction materials which include specially engineered
ready mix concrete products and blocks for various applications.
Variety of construction services like real estate development, ready mix concrete,
horticulture and enviro-tech.

FURNITURE

Godrej Interio is Indias largest furniture brand. From manufacturing the humble
Storwel cupboard 80 years back to being a vibrant, innovative brand with a diverse
portfolio its been a brilliant, exciting journey for us.
Furniture for home, office, hospitals, establishments, labs, educational institutions,
shipyards and defense .

LOCKS

Godrej, the name etched in metal, secures almost every door in India. Since its inception
in 1897 by Ardeshir Godrej, the name Godrej has become synonymous with trust,
protection and integrity. Today, after a period of more than 100 years, his legacy
continues to ensure a high degree of security to consumers with the implementation of
latest technology and constant innovation. With exports of Godrej Locking Solutions
and Systems spanning across various countries, the brand has come a long way in
delivering world class locking solutions.
Locking solutions for different security needs to ensure optimum safety.

PRECISION ENGINEERING

Godrej Precision Engineering Division delivers customized solutions to customers

demanding quality products in high technology engineering and manufacturing domain.
We serve our esteemed customers who are pioneers in their areas of business.
Critical custom-built precision engineering equipments for multiple applications.

SECURITY SOLUTIONS

The security business constantly needs to rediscover and keep pace with technology.
Newer technology means more effective and powerful solutions, which in turn translates
to peace of mind. We are the first choice and by far the largest supplier of security
products for homes, housing societies, the banking industry and public institutions.
Safes, lockers, banking automation products, electronic security systems, premises
security.

TOOLING

Godrej Tooling launched the most sophisticated tool room way back in 1935. Constant
innovation has ensured that even today we are most advanced tool room in India. Since
our inception we have evolved to emerge as a key player in design, manufacture and
proving of tools. Godrej Tooling, an IMS (ISO 9001, ISO 14001 & OHSAS 18001)
certified division caters to entire tooling solutions and has a global reach.
Die casting dies, press tools, special purpose machines and engineering services

APPLIANCES

Offerings in the refrigerator, washing machine, air conditioner and microwave oven
ranges.

BATTERIES

Godrej presents the international range of consumer batteries & allied products in
partnership with GP Batteries, one of the world's largest manufacturers of consumer
batteries.
Our product range includes zinc chloride, alkaline and rechargeable batteries, range of
chargers, torches and power banks.
Godrej and GP Batteries offer a range of zinc chloride, alkaline & rechargeable
batteries and a range of chargers.

ELECTRICALS & ELECTRONICS

Godrej Electrical & Electronics, a part of Godrej and Boyce group is recognized as one
leading technology solution providers in India. This division basically caters to the needs
of Indian and global customers in the area of energy and environment related issues
with complete installation and maintenance.
Industrial automation, power distribution, compressed air solutions & green business
commissioning.

LAWKIM MOTORS

Specialized custom built compressor motors.

MATERIAL HANDLING

Godrej Material handling is Indias largest lift truck manufacturer-exporter.

Established in 1963, we provide mobile path material handling solutions to virtually all
industries in manufacturing, infrastructure, services, aviation, logistics, defence, ports,
railways and power.
Godrej Material handling ranks as the 25th largest forklift manufacturer in the world.
Counter balance trucks, forklift trucks, tyre handlers, all terrain trucks, attachments
and accessories.

PROCESS EQUIPMENT

Godrej Process Equipment is a leader in fabricating unit static equipment for process
industries. Established in 1976, Godrej Process Equipment manufactures the entire
range of process equipment for end-users in core industry segments like Refineries,
Petrochemicals, Fertilizers, Oil & Gas, Chemicals, Pharmaceuticals and Power around
the world.
High pressure vessels, heat exchangers, columns, heavy walled reactors and other
custom built.

STORAGE SOLUTIONS

Godrej storage solutions have led the way by offering world class design & cost effective
end-to-end solutions. Having worked with all possible Industrial & Institutional

segment & applications, we can conceive and implement efficient solutions for all your
warehousing storage & material handling needs.
Warehousing solutions, automation and consulting.

VENDING

We are a leading manufacturer of high quality table top beverage Vending Machines for
the world market in collaboration with M/s Veromatic International BV of The
Netherlands. We are also one of Indias leading integrated Vending Service providers,
using our world class machines and refreshing beverages to provide a delightful service
experience.
High quality table top beverage vending machines, services and beverages.

SECURITY EQUIPMENTS

Home Security
Home Safes
Video Door Phones
Home CCTV Cameras
Home Alarm Systems
Car Safe

Institutional Security
Commercial Establishments
Banking, Financial Services and Insurance
Projects
Marine Solutions

International Business
Fire & burglary Resistant Safes
Fire Resistant Safes / Cabinets
Safe Deposit Locker
Security Doors
Home Safes

VISION:Godrej in every home and workplace.

MISSION:Enriching quality of life everyday everywhere.

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.
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
Teamwork
Trust

Competitor of Godrej in security equipment:-

1. Physical Security:

Gunnebo India pvt

Methodex
Syntax
Nexus
S.S. Communication

2. Electronic Security:

Panasonic
Zicom
Banking automation
Honey well
Sinic
Eurovigil Electronic Security Solution
Eureka Forbes Ltd
Hi Safe Security System

3. Doors:

Kalsi Automatic Door Sys tem (P) Ltd

Tasido Wooden Door Co Ltd
Furntech Interiors Private Ltd
Jindal Overseas

PRODUCT PROFILE

Physical
SecurityPro
duct
Electronic
Security
System

Doors

SECURITY
EQUIPMEN
T
DIVISION

Physical Security Product:

Record Protecting Equipment

Burglary Resisting Safes
Vaults Equipments

Electronic Security System:-

Access control Systems

Electronic Alarm systems
Electronic safes
Perimeter Security
Remote Surveillance
Surveillance Systems
Video Doors Phones

Security Equipment Division: Physical Security Product

Electronic Security System

Doors:

Fire Doors
Wooden Doors

Physical Security Product

1. Defender Arum Safes:A range of seven safes with varying storage capacities, for protection of Cash and
Valuables against Burglary & Fire.

Features:

Fully welded strong seamless body

Drill Defeat Shield
Passivated body through anti-corrosion treatment
Double Duty Barrier (DDB)
High strength door
Automatic relocking device
High precision locks
Balanced pressure bolt work mechanism
Strong movable shooting bolts
BIS Certified Products
Torch and Drill Resistant Matrix (TDR Matrix)
Motion Sensor Intelligent

Usage:

Banks
Financial Institutions
Offices
Factories and Warehouses
Hospitals, Jewellers, Post offices, Shops, Hotels

2.Matrix Safes:-

Features: Fire & Burglary Resistant

Tool Resistant
Armoured Plate in Door & Body
Dual Control 6-lever Key Lock
High strength door
Double Walled Construction
Ideal for Valuables
3 Shooting Bolt Mechanism
Adjustable Shelves for Convenience

3. Fire Resistant Safes:-

Features:-

Protects paper documents from fire

All Locking options available
Mechanical
Combination
Powder coated and scratch resistant
Biometric
Electronic

Electronic Security System

1. See Thru Quadra HD:-

Be it day or night, at home or away, you can ensure that your home and loved ones stay
secure with SeeThru Quadra HD Home Surveillance System from Godrej. What's more,
you can view the video feed on your laptop via internet and even on your smart phone
via a mobile application. So now you realise, keeping your family safe is as easy as
installing a SeeThru Quadra HD Home Surveillance System!

Features

Connect up to 4 CCTV cameras to record 720p HD quality video

24 hour recording and record-on-motion detection
Can connect up to 4 microphones
Mouse for on screen navigation

Day and night monitoring and recording

Capture rate of 25 frames per second for higher event capturing accuracy
Indoor dome and Outdoor bullet CCTV camera
1 TB storage - Store video for up to 30* days
Can connect to HDMI / VGA compatible monitors
Interactive monitoring of video feed over mobile app and internet
User friendly interface

2. Eagle-i PRO:-

The Eagle-i PRO, an all new wireless home alarm system is equipped with the
ultramodern microprocessor technology. With remote access facility, it helps you guard
yourself and your family against risks of all kinds, whether you are at home or away.
The cellular communicator allows the system to transmit a signal to stored contacts in
case of any intrusion or fire. By sending timely alerts, it ensures you keep the system
charged at all times. Using your phone, you can even arm or disarm it. The inbuilt siren
goes off on sensing a threat. All this is, to provide you an assurance that your home is
secured, wherever you are.

Features

Supports 10 remote controls, 50 wireless sensors and 50 RFID tags

Stores 5 phone numbers, 1 speed-dial number and 1 RFID SMS notification

number
Cellular communicator simple operation
SMS alert for low battery of two-way accessories
Built-in loudspeaker for siren and two-way talking
Arm and disarm the system by SMS or free phone call
5-hour standby
Remote monitoring via phone
SMS alerts for power failure, power recovery and low battery

3. Solus ST 7:-

Features:

7 inch color indoor unit :

Connects up to 2 door stations,1 master monitor and 3 extensions
Inbuilt flash memory along with micro SD card support
Auto & manual video/picture recording
16 melodies for each door station
Ringtone volume & talking volume adjustable
Brightness, colour and contrast adjustable

Do not disturb function

Door lock release
Hands free

Outdoor Unit :
High resolution pinhole camera
Infrared LED for night vision
Water and dust resistant
Angular bracket
Compatible with electronic door lock

DOORS
1. Defender Plus Strong Room Doors:-

Godrej has introduced a new range of Strong Room Doors to help Banks and financial
institutions meet their security requirements. The Defender Plus Class I equivalent of
Class M (as per UL 608) doors is recommended for small to medium size safe deposit
locker installations. The Defender Plus Class II equivalent of Class I (as per UL 608)
doors is recommended for larger vaults as well currency chests.

Features:

Defender Plus Class I Door Slab :The thickness of the overall composite slab is 18mm made of a layer of flame
and arc resistant (special) alloy which provides dependable protection against
fire and attacks of power drilling, oxyacetylene flame and arc cutting. It is
further fortified by a composite 62mm layer of Godrej Double Duty Barrier
material. This dual protection is provided over the entire lock case area. The
total thickness of protective layer is 85mm over the locks and other vital parts of
the door. These Class I doors qualify as TRTL 15 of UL standards and Class C
as per BIS (IS 11188) standards.

Defender Plus Class II Door Slab :This door has a 25mm slab of Torch and Drill Resistant Matrix Slab. A 65mm
layer of Godrej Double Duty Barrier further fortifies this slab, making it
virtually invincible from attacks of sledge hammers, hydraulic jack, power drills,
torch and oxyacetylene flame. The total thickness of the protective layer over the
locks and other vital parts is 105mm. These Class II doors qualify as TRTL 30of
UL Standards & Class B as per BIS (IS 11188) standards
.
Door Frame:Tested quality 10 mm thick M.S. plate is used for fabricating the one piece bent
angle door frame. For strength and rigidity the door frame is suitably reinforced
along the height and width.
A special 'Solid-jamb' is bolted to the frame.

Locking System :o Option of 2Nos. UL listed Lagard 4-Wheel Combination Lock, each
capable of 100,000,000 codes/Two superior quality dual control High
precision 8-lever locks made of Brass levers and actuated by Phosphor
Bronze springs.
o Highly sensitive spring loaded re-lockers on both the locks ensure
deadlocking in the event of an attack either mechanically or by use of
liquid explosives. The re-lockers are offered dual protection by the TDR
Matrix and DDB. The locks are further protected by a drill defeat shield.
o UL listed Time Lock may be fitted as an optional feature. Other lock
options include 4 - Wheel UL / VdS listed Mechanical Combination Lock;
Electronic Combination Lock and Biometric Lock.

Performance Standard :The Defender Class II Strong Room Doors may be Classified -TRTL-30
Approved and listed by Bureau of Indian Standards as CLASS 'B'.

Protection against fire :Godrej Double Duty Barrier material provides reliable protection against fire.

Automatic re-locking devices :-

This feature offers additional security, in case an attempt is made with the help
of explosives or mechanically. This sensitive device gets actuated automatically
and the door is deadlocked which cannot be opened.

Drill Defeat Shield :Locks and re-locking devices are protected by a specially designed drill defeat
shield which defeats the attempts to drill open the locks.

Extra tough bolt work mechanism :To secure the door, 12 shooting bolts (each of 38mm i.e 13/e" dia) are provided,
six in front and six at the rear which slide behind the tough "solid-jamb" rebate.
The bolts can be activated simultaneously by the movement of the handle.

Impact resisting shaft for handle :Attractively designed, convenient to use handles are fitted on an impact resisting
shaft which is meant to defeat attempts to hammer it in another unique feature
of Godrej Defender Plus doors.

Grille Gate :A well-designed grille gate is provided, which is secured with Godrej high
precision 8-lever lock, operable from inside as well as outside.

Anti - corrosion treatment :All steel components are given a thorough twelve stage anti-corrosion treatment
followed by rust inhibiting paint for greater.

2. Export Matrix Door:-

Features

8 shooting bolts of 32 mm
Provided with two 8- lever locks
Both the locks protected with a re-locking mechanism which jams the door if any
attempt is made to dislodge the locks using tools or explosive

Optical extra- combination or digital lock can be provided

Godrej formulated Double Duty Barrier provides burglary and fire protection
Grill Gate with locking from inside and outside provided for restricting daytime
access when the main door is in open condition
Thickness of door including lockcase- 150 mm
Thickness over locks and vital parts- 60 mm
Door thickness over the rebate- 55 mm
Weight of 500 kg, hence the door can be installed at higher floor levels too
(subject to approval from your structural engineer)
Available in black colour with a stainless steel fascia, giving he door a very
contemporary look

3. Sentinel Door:-

Features

Protection against Fire Godrej Double Duty Barrier material provides reliable
protection against fire.
Protection against Burglary In addition to Double Duty Barrier material, the
locking area has been given added security with an armour plate.

Sentinel Door Slab the thickness of the overall composite slab is 25 mm made of
a layer of flame and burglar resistant material which provides reasonable
protection against fire and attacks of drill. This composite layer of Godrej
Double Duty Barrier is a proprietary material developed by Godrejs R&D team.
With an overall thickness of 120 mm, this special protective layer is over the
locks and other vital parts of the door.
Door Frame Tested quality 5 mm thick M.S. plate is used for fabricating the one
piece bent angle door frame. For strength and rigidity, the door frame is suitably
reinforced along the height and width. A special jamb is bolted to the frame.
Locking System Two numbers superior quality dual control high precision 8lever locks made of brass levers and actuated by phosphor bronze springs. The
locks are further protected by highly sensitive spring loaded re-lockers on both
the locks which ensure deadlocking in the event of an attack made on the locks.
The entire locking area is protected by an armour plate which offers high
resistance to drill attacks. Optionally we can also provide a UL listed 4 - Wheel
Mechanical Combination Lock, Electronic Lock or Biometric Lock.
Automatic Re-locking Devices this feature offers additional security, in case an
attempt is made on the locks. This sensitive device gets actuated automatically
and the door is deadlocked which cannot be opened.
Extra Tough Bolt Work Mechanism To secure the door, 4 active shooting bolts
(each of 32 mm) are provided on the front and a full length rebate bar on the
rear side which slides behind the tough "solid-jamb" rebate. The bolts can be
activated simultaneously by the movement of the handle.
Impact Resisting Shaft for Handle Attractively designed, convenient to use
handles are fitted on an impact resisting shaft which is meant to defeat attempts
to hammer it.
Grille Gate a well-designed grille gate is provided, which is secured with a
Godrej high precision 8-lever lock, operable from inside as well as outside.

GODREJ GOLDILOCKS

Introducing Indias first-of-its kind personal locker for everyday use. Goldilocks is the
perfect safe for you to store your daily valuables like keys, credit cards, watches, glasses,
wallet, etc. Small things make a big difference. Inspired from the story Goldilocks and
the three bears, Goldilocks is designed to offer you the right locker for your everyday
needs. Its sleek design and compact structure lets you store your everyday valuables like
mobile, keys, wallet, iPods, etc. Goldilocks comes in two attractive colours, and with a
host of features like smart touch panel, anti-theft buzzer, and a smart locking cable. The
safe might be small, but its utility is immense. Along with a smart manager, Goldilocks
also helps you organize your things.
Features: Tough metal build-The material ensures you dont comprise on security.
Smart touch panel-Lock and unlock at the touch of a finger.
Tamper alert-Sounds alarm when tampered with.
Portable-Carry it wherever you go.
Locking cable-Get additional security with locking cable.
Soft touch interior-Safeguard your valuables and keep it scratch free.

In conjunction with our vision for brighter living for all our stakeholders, we have
developed a long-term vision for playing our part in creating a more inclusive and
greener India. We have named this the Good & Green vision. By 2020 we aspire to do
the following:
1. Ensuring employability
India has 600 million people below the age of 25 out of which only 80 million (13%) are
employable. The effort is going to be on skilling these people such that they become
employable.
Our Goal: Training 1 million rural and urban youth in skilled employment.
2. Creating a greener India
In order for our businesses to truly become sustainable, efforts will be focused on
creating carbon neutral, zero waste, water positive and energy efficient businesses.
Our Goal: Achieving zero waste, carbon neutrality, positive water balance and a 30%
renewable energy source.
The Godrej Group has already been working on these goals as we are signatories to the
CII code for Mission of Sustainable Growth (MSG) which is a 10-point program for
ecologically sustainable business growth.
3. Innovating for good & green products
A good product/ service is that which addresses a critical issue for people living below
the poverty line. The issue could be related to health, hygiene, water, sanitation,
housing, education or livelihoods.
A green product / service is that which reduces energy, water or material consumption
by 20%, GHG emissions by 20%, eliminates toxic materials or uses 100% recyclable,
renewable and / or natural material.
Our Goal: Having a third of our portfolio revenues comprising good and/or green
products and services defined as products that are environmentally superior or
addresses a critical social issue (e.g., health, sanitation, disease prevention) for
consumers at the bottom of the income pyramid.

LEADERSHIP STYLES

Adi Godrej, share their insights on leadership styles...

Adi Godrej
Chairman, Godrej Group
Adi Godrej was only 21 when he entered his familys business. After 50 years, if there is
anything he has learnt, he says, it is that leadership is all about teamwork. There are
limits to what any individual can do and it is only by getting each team member to give
her best that organisational goals can be achieved.
Transformational Leadership Style..
Had became Less Autocratic
o To be a better listener
A Man of simple Stature
o Connection with People
o Emotional Connect
Social Responsibility
o Green Emphasis

Delegating Authority
Eliminating Unnecessary Control
A Statesman
Detached Decision Maker

o
o
o
o

Talent Developer
Selecting Entrepreneurial Leaders
Encouraging Out of box thinkers
Employees should be committed to values
Focus on Devotion

KEY MILESTONES IN THE HISTORY OF GODREJ GROUP

COMPETITION

Godrej groups response to competition has been mixed from being highly proactive to
being lethargic to change. As a result it is now a laggard in several fields where it was
the leader a decade and a half back. A glaring example of this is in the refrigerator
industry. It was the clear leader in this field before the Korean giants LG and Samsung
moved in. Currently it has been pushed to the third spot, although it is still the No.1 in
terms of brand recognition and image. This clearly shows the inability of the Godrej
management to capitalize on the excellent brand image.
However the growth story has been impressive in the Consumers Product sphere.
Godrej Consumer Products Ltd (GCPL) has adopted a two pronged strategy for rapid
growth diversifying risks and tapping new markets. This strategy has helped the
company achieve higher than industry growth rates. The entry of ITC in the personal
care segment is a major change in this segment. It will be a real test of GCPLs
strategies. Godrej Sara Lee used product differentiation to maintain its competitive
advantage. Also, focus on technologies, such as Business to Employee (B2E) and
investment in Knowledge management tools will help it face industry challenge better.
Also the acquisition of Sara Lees business in India will help Godrej efficiently manage
its portfolio in South Asia and have access to the Godrej distribution network. A few of
the competitors are mentioned below. Godrej Consumer Products Ltd. (GCPL) is a
major player in the Indian FMCG market and faces competition from Hindustan
Unilever Ltd, Reckitt Benckiser and P&G Godrej Infotech Ltd. is in the business of
software Development, e-solutions Development, ERP Implementation, Customisation
& ERP Consulting Services, Database Outsourcing & Consultancy services and shares
the market with big players like Oracle, SAP and several other smaller players like
Artech Godrej & Boyce Mfg. Co. Ltd has various products like Electrical appliances
(Refrigerators, Washing Machines, Air Conditioners, Microwaves and DVD players)
where it faces competition from foreign majors like LG, Whirlpool, and Samsung Locks
and Safes where it mostly faces smaller local players Office Automation with 70%
market share in office typewriters and a significant presence in distribution of fax
machines and conferencing equipment in India

ORGANISATION STRUCTURE

Godrej group of companies is one of the largest privately-held diversified industrial

Corporations in India. Godrej Group comprises of more than 20 companies. Post
liberalization Godrej moved from a product division structure to Strategic Business
Unit structure (independent units) and entered into a number of alliances.
An organization as huge and as diverse as Godrej cannot be accurately fit to any
theoretical models of organization structure, owing to the very dynamic nature of the
group and its companies. However from the limited information that is available in the
public domain on this topic, it has been observed that Product Team Structure can be
a very close approximation in the case of Godrej group. Product team structure is a
cross between the product division structure, in which the support functions are
centralized, and the multidivisional structure, in which each division has its own
support functions. In the case of Godrej, few support functions like Recruitment and
Business Development happen in a centralized manner whereas each group also has
specific support functions like Finance, Operations and Marketing. A product team
structure is more decentralized than a functional structure or a product division
structure, and specialists in the various product teams are permitted to make onthe spot
decisions. Godrejs divisionalisation and decentralization efforts were targeted at
achieving this goal by delegating decision making authority to managers at the
grassroots levels. The figure below depicts the product team structure fit of Godrej
structure. Corporate Unit in the structure has some special functions, such as
diversification planning, hiring at the group level, budget allocation to the companies.
Subsidiaries A, B are sample subsidiaries of Godrej Industries Limited.

Chairman
Adi godrej
Corporate
Unit
Godrej &
Boyce

Godrej
Industries Ltd
Subsudiary
A

Functiona
l Group
Subsidiary B

Godrej
Infotec
h
A

A) Consumer product division

B) Industrial Product division

C)

Office automation

A) Consumer product division manufacturing appliances, locks, furniture,

security equipment
B) Industrial product division storage solutions, material handling equipment,
electrical and electronic products
C) Office automation division printers, typewriters, fax, copiers, conferencing
solutions

ORGANIZATIONAL STRUCTURE KEY FACTORS

At Godrej and its group companies, there seems to be clarity in the roles and
responsibilities of the employees from middle management to the blue collared workers
because of the emphasis on Standard Operating Procedures. However there is
considerable amount of freedom given to each employee to conceive and implement
improvements (kaizen) continuously in the organization. Organizational culture is also
not same across the group companies as the very nature of each company dictates its
style of functioning. For instance, the manager-employee relation in a relatively new and
dynamic organization like Godrej Infotech might be very informal while in a traditional
manufacturing based company like Godrej & Boyce, the relation might be a more
formal one. There exists a clear differentiation across various levels in the organization
with a hierarchy of authority and reporting relationships. The mechanism which Godrej
adopts to mitigate this differentiation is by informal interactions between the top
management and the employees. An overwhelmingly large number of respondents
(97%) believed that senior management is easily approachable, though, 40% believed
that power distance does exist. However information on the kind of interaction that
happens between the middle management and the grassroots level employees is not
available to draw any judgments. Owing to the divisionalisation of Godrej that
happened in the 90s, organizational tasks have been grouped into roles and similar roles
have been grouped into functions. Each division of Godrej has functions to take care of
the core and support activities. Thus the horizontal differentiation of tasks is achieved
in Godrej and integrating these various functions in the group companies is done
through Task forces that encourage Kaizen practices across Godrej.

ORGANIZATION STRUCTURE

ORGANIZATIONAL CULTURE
The influence of family-controlled business can be seen on the organizational culture.
The mission and vision statements are clearly defined for the group companies and the
family and the senior management adheres to it.
Vision: Godrej in Every Home and Workplace
Vision Godrej is dedicated to deliver superior stakeholder value by providing solutions
to existing and emerging consumer needs in the Household & Personal Care business.
We will achieve this through enduring trust & relentless innovation delivered with
passion & entrepreneurial spirit.
Mission: Enriching Quality of Life Everyday Everywhere
Godejs Mission is to operate in existing and new Businesses Which Capitalize on the
Godrej brand and our corporate image of reliability and integrity. Our objective is to
delight our customer both in India and abroad. We shall achieve this objective through
continuous improvement in quality; cost and customer service .we shall strive for
excellence by nurturing, developing and empowering our employees and suppliers. We
shall encourage an open atmosphere conducive to learning and team work.
Values: Integrity, Trust, To Serve Respect, Environment

HR PRACTICES
The family control has led to greater employee care and employee-friendly work
practices at Godrej (74% of the respondents favored). HR practices followed in Godrej
are considered amongst the best in the industry because of which they have been ranked
amongst the Top 20 in the 'Great Places to Work' in a study conducted by the Grow
Talent Company in partnership with the Great Places to Work Institute, Inc, USA and
Business World. Godrej was also honoured with the Best Managed Workforce Award
from Hewitt Associated-CNBC-TV18. People Practices at Godrej are guided by six
strong, well defined principles:
1. Strong values which have helped in setting high standards of ethics at work
place. They form the key principles of behaviour and belongingness which form
the core of any culture that prevails in a company. There is no compromise of
any kind on this front come what may. Every employee joining the company has
to sign a code of conduct which helps in creating awareness about the rules and
regulations that are to be abided by in day to day work. They believe in the
policy that economic success goes hand in hand with ethical responsibility .
Approximately, 66%/24% of the respondents rated Godrej having excellent/good
ethical practices, respectively.
2. Providing employees a wide scope and platform to perform. The diverse
portfolio of products and verticals provide the employees with an opportunity to
work across businesses and functions within the company giving them a great
deal of exposure in the business. People are trained to perform multiple tasks
and leaders are developed internally (75% of the respondents favoured).
3. Speed and flexibility in decision making empowering people on the job A
conducive environment to grow faster, thrive better and succeed together. This
has motivated employees to perform better and deliver faster (63% of the
respondents favoured).
4. Freedom and autonomy at work and freedom to promptly recognize and reward
performance. A powerful tool that motivates people to give their best is to link a
substantial part of their compensation to a robust financial measure like
Economic Value Added. This incites them to outperform their expectations as
long as they are within the value standards.
5. A specialized ambience at work to thrive. A very competitive work force,
professionally managed entity recruiting talent from top B-schools building
professional leaders.

Three pronged strategy followed

a. Set stretch goals
b. Help achieve them by providing development inputs and coaching
c. Recognize achievement through rewards
6. Creating an organization that advocates learning amongst its employees.
Feedback from employees is taken in multiple ways to get an idea about the kind
of perception. Know Your Consumer Programs, internal customer satisfaction
surveys, Voice-of the-Employee Program and 360 degree feedback programs are
some of them. Employees have the flexibility to draft their own development
plans and take them forward after consulting with the seniors. It has defined
performance tools.
The group has defined performance tools and processes, which reward top performers
disproportionately and identify weak performers. It offers performance-based variable
remuneration, which is dependent on EVA of the group. This is essentially a policy of
participative management, which instils a sense of responsibility, accountability and also
the ability to take calculated risk in the interest of the organization, in the employees.
The group gives adequate support to the employeesideas and say in the functioning of
the organization. Approximately, 67% of the respondents rated Godrej, good and above,
in terms of, support by senior management to the ideas of the employees. However,
strategic decision making lies with the senior management (39% favoured), who get
adequate support by the family (28% favoured) and involves middle-level managers as
well.
The learning culture at Godrej is based on a conservative, innovative and risk-free
approach. This can be interpreted, to an extent, as due to the influence of strong initial
family control, which defined the boundaries for the employees. Approximately, 42% of
the respondents favoured it as conservative and 37% as innovative and minimal support
to the risk taking approach. The group has well defined formal training procedures,
with a focus on on-the-job training. It also has continuous training programs to hone
the competencies and skills of the employees, for instance, through the concept of
"GOLD" - the Godrej Organization for Learning and Development. It helps employees
acquire new skills as well as hone existing skills and strengths. The talent management
process at Godrej identifies talented and passionate people from diverse backgrounds,
take them on board and later help them shape their careers. GCPL has an employee
development programme IDLE (Internal Development of Leaders) through which it
provides MBA education to its talented employees through a tie-up with Symbiosis. The
attrition issue at Godrej has increased in the last few years, due to more opportunities
and desire for higher education. Godrej has taken measures, such as funding the higher
education of the employees to contain the attrition rate to an extent. Godrej has taken
various initiatives for care of its employee and their families. It was one of the early
adopters of employee welfare schemes, such as holiday benefit, provident fund, bonus,
gratuity and medical and food facilities. Some of the other steps include the following:
Listening, Sharing, Inspiring Employees by using various channels to ensure there is
ample communication across and within teams and the hierarchy. Chairmans Tea,
voice of the employee and induction programs are some of them. Enlightened
Employment Policies encompass strict code of conduct, such as non discrimination and
whistle blowing and adherence to safety, health and environment standards. Balancing
Work & Life by flexi - time working wherever operationally possible, company buses at

regular intervals too help reduce commuting stress Godrej was steeped in traditional
values because of the nature of family business. The result was that the organization was
conservative. The group could not avoid bureaucracy due to presence of family
members at the power centers (as board members or at the senior management).
Approximately, 49% of the respondents believed the organization to be bureaucratic.
Ironically, this goes against the believed perception of family-run businesses as having
lesser bureaucracy. Perhaps, it is the scale of Godrej groups operations, which is
responsible for bureaucratic culture. Therefore, even though the family orientated work
culture has been fairly successful in winning loyalty and trust of employees, there has
been instances of conflicts between family and employees.
There are two specific instances to quote, which occurred in 1972 and 1979, when due to
aggressive clashes between labour and the family, Naval Godrej and his daughter-in-law
and mother-in-law were stabbed. This incident eventually led to the death of Naval
Godrej. Some conflicts are necessary for any organization so as to increase its
effectiveness and bring some change. The birth of GCPL from Godrej Soaps Ltd., was a
successful consequence of the initial conflicts, giving the shape to what Godrej
Industries Limited is today.
Godrej Industries Limited managed by Adi Godrej has a very dynamic and open
culture and has ventured into diverse sectors. However, Godrej & Boyce continued to
follow a conservative attitude and was content with moderate growth rates (of 30%)
and was relegated to an also ran from market leader in many segments like appliances,
home and office furniture and fast moving consumer goods. It is not sure whether this
cautious approach was by design or whether it is the inertia of the pre-liberalization era
that still exists in the system, but it created a lot of frustration in youngsters who were
yearning for part of the action in the markets. A large part of the management trainees
who joined in the nineties have quit the company.

CSR PRACTICES
Approximately, 90% of the respondents have rated Godrejs CSR practices as good and
above. Family planning, health care, primary and secondary education, protecting and
nurturing of environment especially mangroves, green business initiatives are amongst
noteworthy contributions to the society. Some years back the entire Godrej industrial
complex was declared a Non-smoking zone, an initiative well ahead of others. Some of
the activities/initiatives of Godrej which fall under this heading of CSR are as follows:
Udayachal Schools: Providing Quality Care and Education It symbolises the schools
ideal - to help students from even the humblest origins to rise to the heights of a fulfilled
life. Today, so many parents are thankful that due to this scheme they have been able to
provide so much more towards their childrens future.
Long term employment for the visually disabled The activity of hardware packet
making for chairs has been outsourced to National Association for Disabled Enterprises
(NADE) for the last several years. The objective of this decision was to ensure continued
occupation for the visually disabled. The employment to the visually and physically
disabled people has also gone up from employing seven persons then to approximately
18 people now.
Godrej Memorial Hospital: Striving to strike the right balance The objective of the
hospitals was to create a balance between the philanthropic hospitals and the private
hospitals in the city. For the same purpose, an alternate business model was created
which would emulate philanthropic hospitals but have high quality healthcare services
at an affordable cost in a rational and ethical manner. This model was adopted with the
belief that a wholly philanthropic model would not be sustainable and would grow only
in a very limited sense.
Managing effluents and waste water Effluent Treatment, Sewage Treatment and
Rainwater harvesting are some of the initiatives taken up by the company on this front.
The Heroes Project HIV/AIDS campaign The project is coordinated by Richard
Gere and Parmeshwar Godrej and aims to increase the awareness of HIV/AIDS
through media and campaigns.
Godrej Dance Academy preserves the Indian culture by teaching classical Indian
dances.

CREATIVITY
Instances of innovation have been few and far that Godrej has never been identified
with innovative practices. Kaizen has attempted to change that mindset but it has
primarily been aiming at improving existing processes rather than innovation. In fact,
Kaizen was implemented in a very traditional manner and could not attract employees
interest. The strict adherence to rules and meetings created psychological pressure
losing interest of some of the employees. Godrej had been very slow in adapting to the
uncertainty in the market owing to the mechanistic nature of the organization and it
clearly shows in the market share of its various traditional businesses when compared
with the leadership position earlier it used to command. Approximately, 66% of the
respondents rated Godrej as average and below it in terms of innovativeness.
The focus on innovativeness is more in GIL as compared to Godrej & Boyce. GIL
introduced the concept of blueand redteam, which worked independently to
formulate Godrejs future strategies. The results of their exercise had to be evaluated by
a plum team, comprising the top management. It was an innovative concept
empowering the employees and providing good quality of work. In fact, they also
invited management guru, Prof. C.K. Prahalad, for addressing the teams and guiding
them on the approach they could follow. The results of this exercise are awaited and it
would be difficult to comment at this time.

ORGANIZATIONAL STRATEGY
Godrej group has been active in and outside India in its history of last 100 years. Its
progress has been shaped by number of political and socio-economic changes in India
during the same period. The strategic decisions are driven by the senior management,
with the support of the board members of Godrej family. Some of the salient features of
Godrejs strategy are the following;
R-STRATEGY (BLUE OCEAN STRATEGY) Godrej has been a pioneer in number of
sectors in India. It has been maintaining its leadership in security products division
since the starting of its operations. The second and third generation of Godrej family
continued to follow the strategy of entering into uncharted territories of its founders.
Godrej enjoyed first mover advantage in most of its ventures, as it directly touched the
masses and endeavoured to improve their quality of life.
Introduced first lock with lever technology Anchor brand
Introduced first Indian safe in 1902
Introduced mechanical typewriters in India in 1955 and electronic typewriters in
1985. First organized business house to enter into the material storage solutions
in 1956.
First Indian company to manufacture refrigerators in 1958.
First to introduce Poly Urethane Technology in India in 1957.
First company in India to manufacture high pressure doors for Marine
applications.
Its brands in the insecticide market Good Night, Hit and Jet are one of most
well established/organized brands in this sector.

UNRELATED DIVERSIFICATION
Godrej was synonymous with locks for a long time. The lock making business has
evolved to a security products division with products, such as Electronic safety locks,
specialized locks (for example, for Nuclear Reactors, Marine applications), ATM safes in
the market. The company started to manufacture steel cupboard and cabinets in 1923.
It forayed into consumer appliances sector by manufacturing of refrigerators and
microwave ovens, material handling equipment division by manufacturing of forklift
trucks, precision components division by manufacturing of satellite components, rocket
liquid propulsion engine, cryogenic engines. Some of the other sectors in which Godrej
has its operators are life sciences (tissue culture), Life Insurance, Real Estate,
Telecommunications and Medical Diagnostics.
Godrejs strategy of unrelated diversification is more prominent in later generations.
Essentially, this follows the trend in family-run businesses in India, such as Dabur,
Wadia and Murugappa group, which did not diversify during the control by initial
generations. The factors responsible were restricted Indian economy during the pre
independence times. The support from government increased during the later
generations helped the firms diversify into unrelated sectors. Unlike Murugappa,
Kirloskar and Dabur families which have consolidated in the last few years, Godrej has
adopted an inorganic growth strategy. Researchers have averred that the strategy of
former set of families has been driven by decision-making through consensus, whereas
for Godrej it has been by risk minimization and preservation of wealth with family
keeping a trusteeship role. Godrej acquired Transelaktra to increase its presence in
mosquito repellant market. GCPL made a successful acquisition of Keyline Brands
Limited, a prestigious name in the UK, increasing its international brands portfolio with
a total of seven international brands. It also made a recent acquisition of Rapidol South
Africa increasing its market share to 80% in South African ethnic hair color market.
Some internal restructuring has been taking place as well. Due to independent decision
making of various subsidiaries, this has been referred to as acquisition. For instance, the
recent transfer of Godrej Global Mideast FZE from Godrej International to GCPL is a
step in this direction. Godrej properties are also planning to enter into a joint venture
with Godrej Agrovet to develop the land owned by them.

GLOBALIZATION STRATEGY
During the pre-independence period Godrejs operations were focused in India. After
independence it started to expand its operations across diverse fields across different
geographies. With the economy opening-up in 1991, it entered into alliances with
international players. Almost all the Godrej groups of companies have alliances with top
Multi-national companies for learning from their best practices in local geographies.
Godrejs clientele is impressive including institutions, such as BARC, ISRO, Indian Air
Force, Navy, HAL, Indian Parliament and MNCs, such as Hitachi, Reliance, Conoco
Philips, Bechtel, Valero, MOOG, Ion America Lab. The group has 20% revenues from
operations outside India and it aims to increase it to 30% within next 10 years.
As per Adi Godrej,
"For us globalization is beyond exports and imports. We have manufacturing facilities
abroad in countries such as Malaysia, Vietnam, South Africa and the U.K. We will
globalize in select businesses where we have the global size and competitive advantage
such as Office Equipment, Hair Care and Household Insecticide. 'Godrej' is an
umbrella brand for us and we have decided to invest in long term brand accretion".

FUNCTIONAL STRATEGY
Godrej leverages its efficient processes in providing products of low cost and high
quality to the customers. Godrej Soaps (parent company of GCPL) initiated Total
Quality Management (TQM) by implementation of Kaizen in March 1991. At that time,
many organizations embarked on ISO 9000 standard as a benchmark for quality
improvements. However, it did not cover employee management and did not reduce
operational costs. Godrej Soaps, having identified this issue, switched to Kaizen. By
2001-02, the success of Kaizen at Godrej Soaps was implemented across all the factories.
GCPL is working to optimize its inventory levels at the distributor and retailer by
switching to an inventory management system based on a Collaborative Planning,
Forecasting and Replenishment (CPFaR) model instead of forecasting and push model.
The system, having implemented, is expected to reduce the inventory levels by 3-4 days.
In this manner, Godrej continues to emphasize the importance of dealers/suppliers in its
operations. The image and Godrej brand has been instrumental in winning suppliers
trust. Approximately, 74% of the respondents believed that the family control has led to
strong relations with the suppliers and customers, as well.
Other measures of cost minimization include setting up manufacturing facilities in low
tax areas, such as Baddi in Himachal Pradesh and in Assam. Godrej Soaps used the
ERP solution MFG-PRO in 1998 and then SAP to improve its distributor management
process. The system integrated suppliers, distributors and customers and reduced the
lead times. Godrej & Boyce implemented the balanced score card in 1998 and has
achieved operational efficiencies by using it. The lock division of Godrej & Boyce
commercialized the computer-coded dimple-key lock, a feat that has been achieved by a
very few manufacturers worldwide.
Godrej has taken advantage of its efficient processes by offering consumer products
specific to medium-income to low-income segments (though it also targets premium
segment). It offers a range of products, with most of the products sold for the common
mass. However, it has not been able to successfully target premium class and has been
able to attract the medium and low income groups. Godrej No 1 is the largest selling
toilet soap in the country. The percentage share of revenue from Soaps segment has
reduced as GCPL is focusing more on hair color and toiletries market in India. This
segment is high growth segment having low penetration markets in India fetching high
margin to Godrej. GCPL is focusing on mass market for selling hair color products. It
launched Godrej Fashion Hair Colour in sachets of different hair colors costing Rs 10
for mass market affordability.

KEY STRENGTH OF GODREJ GROUP

We believe that the core strength of the Godrej Group is its value system put in place by
the founders and has been nurtured all along. The strong relationships with
stakeholders suppliers, dealers, employees, customers, have established Godrej brand
in the market and increased loyalty. Some other factors nurtured on the values are as
follows:

Brand name very loyal customer base, brand associated with durability and
quality (especially due to the products like steel cupboards, locks, steel furniture,
safes).
National presence The group has been able to establish itself in virtually every
district of India through a network of dealers, distributors and branches
reducing marketing costs tremendously. The trade is nurtured meticulously
using a multi-tier approach (local/regional/national contact). The trade
partnership sometimes runs into the second generation also.
People most valuable asset
Relationships nurtured with dealers and suppliers - drives down traditional
marketing costs
Financial strength ability to take up large projects through internal funding
Resources land, machinery, technology, competent management teams, social
goodwill

SOME OBSERVATIONS

The family control has ensured that the vision and values of the founders are
adhered to by all the Godrej group of companies. This has set clear goals and
objectives for the employees giving a direction to the growth in interest of family
vision and values. As the group companies have common objectives in the
interest of the group, it has reduced agency costs giving it an advantage over its
competitors. The family influence has enabled the group companies to survive
and grow even during adverse external conditions. It is believed that family-run
businesses less respond to economic cycles and have lower cost of capital.

A resources based analysis of the Godrej group indicates that it is extremely rich
in resources of different types tangible resources, such as manpower,
machinery, technological expertise, land, and intangible resources, such as
brand, customer and supplier loyalty and acquired knowledge. This is due to the
scale of operations of Godrej, and has increased complexity with time. Some of
the long-term goals include investment in quality, infrastructure and enduring
relationship with the employees. Godrej also has had a typically higher duration
of tenure of the family members. This has helped them invest in long term
benefits and also invest in next generation leaders.

The decision-making in a family-run business can also have emotional

implications based on the relationships between family members controlling the
organizations. The success of such organizations depends upon the behaviour of
family members. Many a times, conflict within the family members, may lead to
the downfall of the companies, though sometimes the companies have emerged
stronger as well. Nevertheless, it is always accompanied from resentment of the
employees. With some of the divisions, such as appliances division, which are still
facing the losses due to relaxed attitude of the Godrej, the group might have
problems deciding the fate of the division. There could be a lot of exit barriers
that prevail like the family culture and control, goodwill in the market social and
psychological barriers, such as emotional attachments of family members.

There should be proper succession plan in place in family-run businesses, so as to

maintain the family control. This requires producing competent leaders capable
of continuing the growth of groups. Godrej has been following a succession plan
wherein the younger generation of the family are groomed under the guidance of
the senior family members and outside professionals. This is important to ensure
that there is no crisis for power between professionals and family members and

only competent people reach the helm. In many families, for instance in Reliance,
the family members did their higher education from premier institutions of the
world, such as Kelloggs (Mukesh and Anil), which provided them a higher
pedestal in the hierarchical structure of their family business.

THE ROAD AHEAD

Godrej group has been very successful since the last 100 years. Much of the success of
the group can be attributed to the values and vision of Godrej family, which continued
as generations passed-by. During the latter half of the century, Godrej adopted strong
corporate governance practices and tried to shed its image of a family-run business.
However, looking at the vast scale of its operations, Godrej still has a long way to go to
overcome the existing securities in the organization, due to the family control. The
current
strategies adopted by Godrej Industries Limited are more in line in this direction;
however, Godrej & Boyce is still lagging behind. The group has an enormous potential
and with lots of opportunities in the India market, it will have to be more dynamic to
sustain and grow in the future.

CHAPTER 3
INDUSTRY ANALYSIS

SWOT of the Company

Strength:

The Company has got wide range of branches within the country.
The Company has wide range of product line.
The Company has there respectable and believable brand name.
Company is having large number of customer with higher satisfaction.
Exchange offer

Weakness:

The Company does not go for advertising, which is one of the

biggestdisadvantage of Godrej.
Manpower is less at sale officer level so that it affecting directly onthe way of
sale.
The effective selling schemes are not available like payment oninstallments.
Sales executives are not well mannered

Opportunities:

Godrej has more opportunities to grow as it has earned good marketshare in

Jaipur.
Technical up gradation time to time is also one of the opportunities.
Opportunity in providing exchange offer in Safes and Lockers.

Threat:

The growing comptitoion in the securities sector is threat for all manufacturing
compaanies so it is also threat for Godrej to stand in the market with the higher
position.

CHAPTER 4
RESEARCH ANALYSIS
RESEARCH METHODOLOGY
RESEARCH TOPIC
A Study of promotional activities on brand awareness of Goldilocks at Jaipur.
RESEARCH OBJECTIVE

To measures the no. of people who are aware of Godrej Goldilocks.

Throw a clear light towards the impact of promotional activities.
To evaluate the best media of communication for this purpose.

RESEARCH DYSIGN
2 Age*2 Sex
TYPES OF RESEARCH

Exploratory Research
Descriptive Research

SAMPLE SIZE: 200

SAMPLING METHOD

Area sampling

DATA COLLECTION METHOD

Primary data collection Through questionnaire.

Secondary data collection Books, Magazines & Websites

Data collection

Measurement instrument: structured questionnaire

Method: survey

 Sources of data

Primary data- Primary data were collected through a well

structuredquestionnaire designed separately for consumers. A pilot survey was
conducted to test the utility of the questionnaire and necessarychanges being
made.

Secondary data- secondary data are collected from various WEBSITES

(www.yahooanswers.com,www.godrej.com,www.google.com) , Book (Philip
Kotler) etc.

Sampling

Sample size: Total sample size is 200 individual customers, out of which all are
valid.
Sample procedure:Area sampling
Sample area: Jaipur

In Jaipur , the area covered is, Tonk Road, MI road, Malviya Nagar, Pratap Nagar,
Jagat pura, Raja Parki, Jawahar Nagar ,Wall city,Jayanti Market ,Shashtri Nagar,
Vidyadhar Nagar, Bani Park,Sikar Road ,Jothwara, Vaishali Nagar,Mansarovar, New
Sanganer Road because in this particular area there are somany existing customers as
per companys register.
Analysis
Data collected from the survey through systematically framed questionnaires and those
are being analyzed and shown in graphical representation.

SURVEY DATA ANALYSIS AND INTERPRETATION

1. Are you aware of the products of Godrej?

No; 25%

Yes; 75%

INTERPRETATION: - Out of 200 people, 150 people said that they are aware of the
products of Godrej and 50 people said that they are not.

2. Which products of Godrej are you aware of?

Godrej Vending Machines; 25%

Refrigerator; 35%

Locks; 25%
Godrej Interior; 15%

INTERPRETATION:- Out Of 200 people, 70 people are aware of refrigerator,50 people

Godrej vending machines ,50 people locks and 30 people Godrej Interior. From the
above Chart it can be interpreted that Refrigerator is the first choice of everyone. From
this it is clear that Godrej has an impressive market share in Refrigerator.

3. Are you brand loyal towards Godrej as it is one of the oldest brand?

No; 25%

Yes; 75%

INTERPRETATION:- Normally when we are going to buy some valuable product

generally we focus on brand name and quality primarily. Like us brand name and
quality are also the first preference of the respondents which is pretty clear from the
above chart. The respondents has given priority on Godrej , out of 200 people, 150
people said this they are brand loyal towards Godrej as it is one of the oldest brand and
50 people said this they are not.

4. Have you he ard about the Godre j introducing Indias first pe rsonal locke rs Goldilocks?

No; 25%

Yes; 75%

INTERPRETATION:-Out of 200 people, 150 people said that they heard about the
Godrej introducing Indias first personal lockers Goldilocks and 50 people said that
they not heard.
5. Have you e ve r se e n the adve rtise me nts of Godre j Goldilocks?

No; 25%

Yes; 75%

INTERPRETATION:-Out of 200 people, 150 people said this they seen the
advertisements of Godrej Goldilocks and 50 people said this they are not seen.

6. Whe re have you se e n the adve rtise me nts of Goldilocks?

Online; 10% Newspaper; 3%

Shop Display; 25%
Hoardings; 3%

T.V; 60%

INTERPRETATION: - Out of 200 people, 120 people said this they seen the
advertisement on television and 50 people said on shop display , 20 people on online and
5 peoples on hoardings.

7. What do you think about the Goldilocks as a whole ?

Good; 40%
Fair; 60%

INTERPRETATION: - Out of 200 people, 120 people said this as a whole Goldilocks is a
fair and 80 people said this is a good.

8. Do you think Goldilocks should focus on young consume rs?

No; 25%

Yes; 75%

INTERPRETATION: -Out of 200 people, majority of people thought that the

Goldilocks should focus on young consumers and 50 people said no.
9. What influe nce d you to buy a product?

Family/Friends/Relatives; 15%
Advertisement; 30%
Dealer; 10%
Word of Mouth; 25% Shop Display; 20%

INTERPRETATION: - Out of 200 people, 60 people influenced by advertisement and

40 people influenced by shop display and 50 people influenced by word of mouth this
clearly suggests that advertisements though in-store promotions and display are capable
of attracting customers into the store.

10. Do promotional sche me s affe ct your choice ?

No; 25%

Yes; 75%

INTERPRETATION:-Out of 200 people , 150 people said yes, and 50 people said no it
clearly shows that promotional schemes affect the choices of customers and it also
successfully attract consumers.

11. Which one of the following police s affe cts your se le ction?

Promotional Policy; 20%

Discount Policy; 80%

INTERPRETATION:-Out of 200 people, 160 people said discount policy affects their
choices in selection and 40 people said promotional policy is more effective.

12. Which promotional sche me s will change your buying de cision?

Bumper Prize; 25%

Money back offer; 40%
Prizes on the specific no. of Product; 10%
Prizes on the Product; 25%

INTERPRETATION:- Out of 200 people, 80 people said money back offer , 50 people
said Bumper prize & Prizes on the product and 20 people said prizes on the specific no.
of product.This chart shows that more of the consumers will change buying decision on
money back offer promotional schemes.
13. Rank the following offe rs in orde r of your pre fe re nce s that attracts you the most to buy a Godre j product ?

Product that offers good marketing support; 15%

AvailabilityGood AdvertisingLow price cos; 50%

Product that offers good promotional schemes; 35%

INTERPRETATION: - As general human tendency is always searching good products with

less price and it certainly becomes more when a company offers a discount. From the above
chart it is clear that out of 200 people , 100 people said product that offers discount attracts
the most to buy and than 70 people said product that offers good promotional schemes and
lastly ranked by 30 people product that offers good marketing support that qattrqact the most
to buy a Godrej product.

14. Which marke ting strate gy or scheme dramatically affe cts the sale of products?

Low Price Cost; 50%

Availability; 5%
Good Adevertising; 45%

INTERPRETATION:- Out of 200 people,100 people said low price cost, 10 people
availability, 90 people good advertising. The above chart shows that the majority of
people thought that low price cost affects the sale of product.
15. Which product of Godre j according to you is wide ly acce pte d in the Indian Marke t?

Interiors; 15%
Locks/Safes; 30%

Refrigerators; 55%

INTERPRETATION:-Out of 200 people, 60 people thought that Locks and safes, 30

people said that Interiors and majority of people i.e, 110 people thought that
refrigerators are widely accepted in the Indian market. Refrigerator is the first choice
of everyone.

16. Which brand will you pre fe r it give n a choice for Locks/Security solutions?

Global system; 10%

Godrej; 30%
Swastik Corporation; 20%
Safeguard System; 5%
Balaji Industries; 15%
Dhanlaxmi Safe Company; 20%

INTERPRETATION:-Out of 200 people,40 people said Dhanlaxmi Safe Company,10

people Safeguard System,60 people Godrej,40 people Swastik Corporation, 20 people
Global system,30 people said Balaji Industries, so these are the choices of people for
security solutions.
17. Which of the following attribute s do you associate with Goldilocks?

safe; 15% Affordable; 10%

Essential; 10%

Modern; 65%

INTERPRETATION:- Out of 200 people, majority of people i.e., 130 people thought
that the modern attributes associate with goldilocks most rather than safe(30)
,essential(20) and affordable(20).

18. Ove rall, how would you rate the value of Goldilocks?

Low; 5% very High; 5%

High; 35%
Average; 55%

INTERPRETATION:-Out of 200 people,110 people have given the average rate where
70 people said High and 10 people rated very high and low.
19. Have you e ve r use d any product of Godre j?

No; 40%
Yes; 60%

INTERPRETATION:- Godrej has got a positive response from its customers by using
product of Godrej. Out of 200 people, 120 people said that they used product of Godrej
so that Godrej will satisfy its tagline.

20. Are you happy about the se rvice s provide d by the m?

No; 40%
Yes; 60%

INTERPRETATION:-When the matter comes into satisfaction level we generally hope

for the best. The data from the survey says that they are happy about the services of
Godrej provide them. Out of 200 people, 120 people said that they are satisfied.
21. What are change s and improve me nts will you want to se e in goldilocks in future ?

SMS Notification; 15%

Briefcase; 20%
GPS; 25%

Being Tracked Online; 40%

INTERPRETATION:-In survey people said that they want to more improvements in

Goldilocks like 40 people said that they want briefcase, 50 people want GPS, 30 people
want SMS notification on mobile so they can use Mobile SMS as a new mode of
communication as most of the consumers have suggested for , and 80 people want being
tracked online.

22. Colors matte rs to you to buy a Safe s/Goldilocks.

No; 40%
Yes; 60%

INTERPRETATION:-Out of 200 people,120 people said color matters and 80 people

said it doesnt matter , the above chart clearly shows that majority of peoples conscious
for colors when they buy safes.
23.which colors you want to se e in Safe s/Locks/Goldilocks?

Loam; 10%
Maroon; 20%
Grey; 25%

Black; 45%

INTERPRETATION:-Out of 200 peoples, 90 peoples prefer black, 40 people wants to

see in maroon, 50 people said grey and 20 people wants to see in loam colour.

CHAPTER 5

Findings, Recommendations, Suggestions, Conclusions

Findings: The majority of respondents were in need of electronic security equipment but there is a
differentiated demand in every category & site of organization. The majority around
77% respondent were using nevertheless some sort of security equipment at their site
this also confirms that there is very much need of security .The brand affects the need of
any product the respondent shows that the brands are creating space for the emerging
market of electronic security equipments with upgrading technologies.
The time lengths are showing that the need of electronic security is emerging & growing
day by day. The respondents show that essentiality for these types of equipments are
high accuracy and less power consuming or power saving. There are less number of
respondents who are satisfied with the companies after sales services & product
performance it affect the need and demand with the improvement in technology can
solve it with the help of companies after sales services and product performance. The
83% of respondent shows that for safe operations the electronic security is always
needed because of its accuracy and minimum chance of failure the security. Majority of
respondents shows that price factor mostly affect the need after that the quality
(upgraded technology) is most influencing factor in creating need & demand in the

security equipment sector. The respondents around 72 % majority showing that there is
a need of sales promotion & advertising is needed for the security equipment industry to
emerge as a market the awareness can only be fitted by promoting and advertising the
sectors products. The respondents shows that Godrej is a well known company in
security equipment market and creating space for the emerging security market this
means the companys performance is also necessary for creating need of electronic
security sectors. The majority respondent shows that they known to the security systems
from references only & the references is too much time taking method to grow the need
in the market. The respondent shows that there are different needs for every site and
organization of the security.

Recommendations:

There always need of security and if one is investing in the electronic security he
needs high accuracy and less electricity consuming equipments. The companies
should give efficient and effective services to the customer. So the product
performance shall be better to give equip. Long life and accuracy & that leads to
the growth of need in the security.
The company should follow the following advertising strategy:There should be improvement in advertising/sales promotional activities at
different level of market to improve the need.
The companies should try to minimize the price (costs) to the customer & quality
should be upgraded so that they will not affect the need and market.
The companies should try to focus on particular product for the particular
industry or organization that simply means to classify the needs.
It can get publicity by organizing interesting games with small prizes.
Tangible advertisement of product which are new in market:Advertisement in front of Malls, Big Bazaar, 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 consumers and can study their behaviour.

Suggestions

It should put more emphasis on Customer Relationship Management.

Godrej is well known in rural areas for its security equipments. So the
management should think on taking the advantage from this.
It should update itself with the most advanced technology.
As population is growing every business entity is busy in increasing its sales
volume rather after sales service. It provides an opportunity for Godrej to take
advantage from this.
It should target high sales volume through best service rather best sales team.
At first Godrej should communicate the essence of its product and service to
potential clients. It must generate immediate attention and interest.
Well designed and implemented marketing activities or strategies that get the
word out about the products and services. Godrej should design its strategies to
build familiarity and convey vital information while building a relationship with
its future clients.

Conclusion
The study helped me gain valuable insights in Godrej and also as to the factors that
what the consumers expect from the Godrej. This project titled Study on the impact of
promotional activities on brand awareness of goldilocks at Jaipur has been a
knowledge gaining experience for me. By interacting with the respondents. I have been
able to understand the activities of Godrej their way of working and their way of
approaching the customers and the importance of Advertising, i.e. how beneficial is the
advertising for any firm to communicate about their offers and events to the consumers.
The results of the survey proved to be encouraging. The respondents were very positive
in providing the information about how Godrej has to go for promotion and why do
they go for Godrej and what measures Godrej has to take in improving the service to
their customers.
I found that most of the customers of jaipur market are price conscious and some of the
customers are brand conscious. There are lots of customers who are not aware about the
security equipments of Godrej and they are depends upon the local brand. I found that

lot of the customer are ready to switch over on Godrej security equipments due to its
brand name and services given to the customers.
On the bases of data analyses I have conclude that there is need of electronic security in
market but due to unawareness of these equipments there is requirement of effective
advertising and marketing strategies to make aware the customers about security
equipments. Though there are many competitors in the market for this segment, the
company GODREJ is doing well by satisfying its customers by having good relationship
with them. I offer my best wishes for the same and hope that my work will be of some
use for the company effectiveness.

Limitations of the study

Getting accurate response from the customers due to their inherent problems.
They may be partial or may refuse to cooperate.
Many of the people dont find time to give response.
Due to poor after sales service customers strictly rejected the brand.

CHAPTER 6
SIP experience & key learnings
Over all it was very good experience for me and I enjoyed my work too. I have been
visiting the store for convincing retailers to display the Godrej products Goldilocks at
their stores and doing the promotional activities for Godrej security locks. I also visited
the different areas for retail outlets of furniture, mobile stores, hardware, jewelers and
gift shops to propose them to be a Godrej Retailer. I also involves in distributing
pamphlets and brochures to individual target clients. I am doing online marketing
which focuses on promoting actual products goldilocks and safes through whatsApp
Messenger.
I learned the way of talking and tackling the customers & their inquiries and managing
& guiding perceptions of our products to attract new customers and strengthen the
loyalty of existing customer.

Convincing one of the two person when the one person wants to buy the product and the
other person forces in not to buy that product.

Bibliography
Books referred:
Research methodology-C.R. Kothari
Website referred:
www.godrej.com