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8/6/2019 SHKR INTRNSHP PRJCT

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Godrej

The House of Godrej is one of India s most remarkableindustrial corporations. The four generations of a close-knit business family built a conglomerate that is ahousehold name in the country today.

The Godrej Company had its beginnings in India sfreedom struggle and was inspired by the ideaof Swadeshi. Its founder, Adheshir Godrej, was a staunchnationalist and believed that the country s economic

degradation was even worse than its political subjugation,and that freedom could not be won unless the country becameself-reliant. Tapping India s traditional skills, he setout to manufacture goods whose quality would surpass thatof imported products. Beginning with security equipment andsoaps, themselves impressive in their wide range, thefamily diversified into a wide variety of consumer goodsand services, all built on the strength of Godrej name.

In addition to building their corporation, eachgeneration of the Godrej family was deeply committed toworker welfare and human development. The Godrej story isnot limited to industrial excellence and enlightenedconcerns. It is also a very human chronicle of strongdetermined men and women, gifted with vision and uncommontalents, who built a powerful and unique businessundeterred by setbacks and difficulties.

Godrej is today one of the largest engineering andconsumer products company in India having varied interestsfrom engineering to personal care products with a totalsales turnover of about US $ 1 Billion. They are also oneof the most respected corporate houses known for theirphilanthropy and initiation of labor reforms besides beingrecognized for their values of fair, transparent andethical dealings.


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Godrejs Philosophy

When we said we'll build an empire, we also meant we'llbuild an empire where values such as integrity, trust andrespect would be the corner stones. And when you build anempire on such values, there is little doubt that you'll gowrong. So it should hardly come as a surprise that we arean integral part of millions of people's lives, enrichingit in more ways than they can imagine. Today, for mostpeople we are the shining example of enduring ideals in achanging world.

Vision: Godrej in Every Home and Work Place

M ission: Enriching Quality of Life Everyday Everywhere


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M ilestones

y 1897: A B Godrej founded the company at LalbauBombay first product: Locks with lever mechanism.

y 1902: Safes & security

y 1918: Godrej Soaps incorporated

y 1923: Stairwells & Filing Cabinets

y 1932: Godrej & Boyce Mfg. Co. Ltd. Incorporatedin Indian Companies, 1913

y 1935: Safe Deposit Vaults Tools-Steel Metal, DieCasting, Injection Moulds, Special PurposeMachines.

y 1942: Mechanical Press Brakes

y 1948: 3000 acres of land acquired at Vikhroli

y 1952: First plant at Vikhroli (Storwel), Quartersfor employees

y 1955: Manual Typewriters

y 1956: Multiflex Storage Systems, Steel Doors &Windows, ERW Tubes

y 1957: Machine Tools-Presses, Press Brakes, Shears

y 1958: Refrigerators

y 1961: Forklift Trucks


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y 1965: Steel Foundry Godrej (Malaysia) SDN-BHD

y 1971: Godrej (Singapore) Pvt. Ltd.

y

1976: Precision Equipment Division

y 1985: Electronic Typewriters

y 1987: PUF concept was incorporated in ourrefrigerators

y 1988: Dot Matrix Printers

y

1992: Fax Machines

y 1993: Divisionaliation Delivery of1st Vikas Engine

y 1993-94: Global Tie-Ups-Godrej-Ge Appliances

-Godrej KIS-Fiskars-Geometric Software Services

Ltd.

y 1995: Godrej Trading & Services Ltd. and GodrejTelecom

y 1996: P&G, Godrej Tie-Up

y 1997: Centenary Year Celebrations

Godrej (Vietnam) Company Ltd.

y 1998: Godrej commemorative stamp

y 1999: Godrej Infotech. Ltd.


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y 2000: Partnership 2000(P2K) flagged off

y 2001: Prithvi engine

y 2002: Centenary Year Celebration for SecurityEquipment Business Precision Engineering SystemDivision Came into being.

y 2003: Laboratory Functions

y 2003: Formation of the Retailing Division


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OA & Conferencing (Prima Division)

y

1955 - Produces first indigenous typewriter

y 1985 - Introduces electronic typewriters

y 1986 - The Prima typewriter enters the Guinness Book ofWorld Records, for non-stop marathon typing for 123 hours

y 1991 - Victory at World Speed Typing Championship atBrussels on the Prima typewriter

y 1994 - Obtains ISO 9001 certification

y 1995 - Pioneers the promotion of digital multimediaprojectors in India

y 1997 - Designs and develops an overhead projector

y 1997 - Launches faxes

y 1999 - Launches photocopiers

y 2000 - Launches video conferencing equipment

y 2004 - Launches multifunction products

y 2004 - Launches hot beverage vending machines


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V ending M achine

A machine that dispenses small articles such as food,drinks, or cigarettes when a coin, bill, or token isinserted is known as vending machine.

The vending machines are of two types:

1) Prem ix

Premix machines are those in which the beverage is churnedout of the ready coffee-and-milk powder and sugar mix.

Priced around Rs 10,000-15,000 per unit, the premixmachines are common in the country.The major players are Nestle, Hindustan Lever Limited(HLL), Tata Tea and Tata Coffee, who sell the premixpowder.There are around 50,000 premix units in India.

2) B ea n-to-cup.

The premium bean-to-cup machines on the other hand providefresh filter coffee after the roasting and grinding takesplace at the press of a button. The major players in thissegment are Fresh and Honest, Caf Coffee Day and Georgia.The vending machine operator industry includes about 5,000companies with combined annual revenue of about $6 billion.Major companies include divisions of Unilever, Nestle,Tata, Coca-Cola, Compass Group, ARAMARK, and Sodexo. The

industry is fragmented: the top 50 companies are about 40percent of industry sales.


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R ESE A R CH M ET H O D OLO GY

Research in a common parlance refers to a search forknowledge. Research is also defined as a scientific andsystematic search for pertinent information on a specifictopic. In fact research is a scientific investigation. TheAdvanced Learner s Dictionary of Current English lays downthe meaning of research as a careful investigation orinquiry especially through search for new facts in anybranch of knowledge. Redman & Moray define research as a

systemized effort to gain new knowledge.

According to Clifford woody research comprises defining

and redefining problems, formulating hypothesis orsuggested solutions; collecting, organizing and evaluatingdata; making deductions and reaching conclusions; and atlast carefully testing the conclusions to determine whetherthey fit the formulating hypothesis. Marketing research isthe systematic design, collection, analysis and reportingof data and findings and relevant to specific marketingsituations facing the company .

Research is, thus, an original contribution to theexisting stock of knowledge making for its advancement. Itis the pursuit of truth with the help of study,observation, comparison and experiment. In short, thesearch of knowledge through objectives and systematicmethod of finding solution to a problem is research. Thesystematic approach concerning generalization and theformulation of theory is also research.


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Ob jectives of R esearch

The main aim of research is to find out the truth whichis hidden and which has not been discovered as yet. Thougheach research study has its own specific purpose. These canbe

1. To gain familiarity with a phenomenon or to achievenew insights into it (exploratory or formative researchstudies).

2. To portray accurately the characteristics of aparticular individual, situation or a group (descriptiveresearch).

3. To determine the frequency with which some thingoccurs or with which it is associated with somethingelse (diagnostic research).

4. To test a hypothesis of a casual relationshipbetween variables (hypothesis testing research).


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Types of Research:

The basic types of research are as follows

D e sc r iptiv e R e s ear ch:

The major purpose of Descriptive research isdescription of the state of affairs as it existsat present. Such researches include surveys, factfinding enquiry methods of different types. Descriptive

report describes the state of affairs, as it exists atpresent .here researcher has no control over thevariables. He generally reports what has occurred orwhat may happen in future. In social science & businessresearch we quite often use the term Ex post factoresearch for Descriptive research studies. An exampleof descriptive research is frequency of shoppingpreference of people etc.

An aly tic al R e s ear ch:

Such researches are analytical in nature and theresearcher uses the information already available. Theresearcher then analyses the available data informationfacts to make a critical and meaningful evaluation ofthe material.

App l i ed R e s ear ch:

It aims at finding a solution for an immediate problemfacing a society or an industrial/ businessorganization. Applied research aims at finding solution


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for some critical problem. It sets out to prove aspecific hypothesis of value to the clients paying forthe research. For example a cigarette company mightcommission research that attempts to show that

cigarettes are good for one s health. Many researchershave ethical misgivings about doing applied research.

F un dame nt al R e s ear ch:

It mainly concerned with generalizations and with theformulation of a theory. Example: research related tonatural phenomenon or relating to pure mathematics,

related to human behaviour etc.

C onc e ptu al R e s ear ch:

It is related to some abstract ideas or theory.Generally conceptual research is used by philosophers,analysts and thinkers. New concepts or ideas aredeveloped or new interpretations are made of the

existing ones.

E m pi r ic al R e s ear ch:

It is data- based research, coming with conclusions,which are capable of being verified by the observationand experiment .Such researches rely on experience orobservation alone. They do not consider any existingsystem or theory .The research is purely data based.The conclusions can be verified with the help ofobservations or experiments. Such researches testifythe relationship or affect of different variables insome way or the other .It forms the basis ofhypothesis.


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Qu a ntit a tiv e R e s ear ch:

It is based on the measurement of quantity or amount.It is applicable to phenomena that can be expressed interms of quantity. It utilizes statistical techniques.It involves a large number of respondents, tests of aspecific hypothesis, and the use of the random samplingtechniques to enable inference from the sample to thepopulation.

Qu al it a tiv e R e s ear ch:

It is concerned with the qualitative phenomenon, i.e.,phenomena relating to or involving quality or kind.It is a set of research techniques, used in marketingand social sciences, in which data are obtained from arelatively small group of respondents and not analyzedwith the statistical techniques. This differentiates itfrom quantitative in which a large group of respondentsprovide data that is statistically analyzed. They areused to define a problem, generate hypotheses, identifydeterminants, and develop quantitative researchdesigns. They are inexpensive and fast .Because of thelow number of respondents involved, these exploratoryresearch methods cannot be used to generalize to thewhole population. They are however, very valuable forexploring an issue and are used by almost allresearchers. They can be better than quantitativeresearch at probing below the surface for affectivedrivers and subconscious motivations.


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D iag nostic R e s ear ch:

Such researches follow case -study method or in-depth approaches to reach the basic casual relation.Such studies usually go deep into the cause of thingsor events that interest us, using very small samplesand very deep probing data gathering devices.

Exp lo ra to ry R e s ear ch:

The objective of this research is the development ofhypothesis rather than their testing. Exploratory

research provides insights into and comprehension of anissue or situation. It should draw definitiveconclusions only with extreme caution.


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MY RESEARCH:

The objective of my research is to study The ConsumerAwareness of Godrej Vending Machine.

R ea sons fo r Un der tak in g this Pr oj e ct:

To know the level of awareness of Godrej VendingMachine.

To spread awareness of Godrej vending machine.

To analyze which media of advertising can be usedto spread the awareness.

Sources of Data

Pr imary da ta

It is the information that has not beencollected earlier. This is the information collectedfrom the researcher itself. In this research, primarydata has been collected by various corporate officesetc through-:

1) Survey

2) Observation


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S ou r c e s of info rma tion

Various corporate offices

R e s ear ch D e si g n

The design that is used in this project is

exploratory design. The reason for choosing this design wasto get clear response from the customers.

R e s ear ch Inst r u me nt us ed

If one wants to know what type of definite people

use, what they think of TV commercials or why they buy

particular brands of cars, the natural procedure is to askthem. So the tool, which I have used for my survey, is

structured questionnaire.

S am p le S iz e

I visited around 100 major corporate offices in Lucknow

city.

F i eldw ork


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It includes giving out in the field to collect required

information and data from the concerned person. I used to

visit major corporate offices usually area wise conducting

short interviews & giving awareness to the customer about

the Tea/Coffee vending machine of Godrej, which help me to

know all the necessary information and data required for

the project work. Under this survey my main objective was

to have an interaction with its users and to find out their

preferences.


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F E A TURES

1. Light and compact

2. High speed whipping for creamier coffee

3. Built-in protection against overheating of water

4. High degree of consistency with uniform taste in

every cup

5. Provision to disable the system after specified

number of dispensing.

6. Low temperature cut-off to avoid dispensing atlower than specified water temperature

7. Consistent performance under a wide range of

voltage fluctuations

8. Adaptable to online water supply and separate

water storage tank

9. Canister designed for maximum per-mix usage

10. Built in digital counter

11. Optional: Full cup and half cup for each

flavor.

12. All this coupled with a fantastic nationwidesales and service network that we have developedover the years.


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TE CHNIC AL S P E CI F IC A T I O N S

1. Type : 2-Canister

2. Canister capacity : 1.75 liters

3. Dimensions : 630 x 230 x 430mm

4. Net weight : 23 kgs.

5. Power consumption : 2300 W

6. Power supply : 230V 50 Hz

7. Inlet water supply : Online (0.2 bars to 7 bars) or

water tank

8. Dispensing rate : 4 cups / minute

9. Start-up time : 8 minutes at 25 C inlet water

temperature


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Q uestionnaire

1) Do you have a provision of serving hot beverages tothe employees and/or customers in your organization?

YES NO

If YES is said as an answer to the above question:

2) By which medium so you prepare these beverages?a) Purchased from an outside source.b) Prepared is a self owned canteen/kitchenc) Prepared from a Vending Machine

If option a or b is selected as the answer to theQuestion No. 2:

3) Are you aware of Vending Machines used to PrepareHot beverages?

YES NO

If YES is said as an answer to the Question No.3:

4) Are you aware that Godrej also manufactures aVending Machine?

YES NO

If YES is said as an answer to the Question No.4:

5) By which source did you get to know about Godrej sVending Machine?


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y Through Advertisement in different Medias likePrint media, T.V., Internet etc.

y Someone told you about it6) Name some of the brands of Vending Machine:

a)

b)

c)

If option c is selected as the answer to the Question

No.2:

7) Which company s Vending Machine that you arecurrently using?


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1. Do you have a provision of serving hotbeverages in your organization?

YES NO

YES75%

NO 25%


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2 . By which medium so you prepare thesebeverages?

YES

No

Purchased from anoutside source.

5 0%

Prepared is a self ownedcanteen/kitchen

25%

Prepared from a vendingmachine

25%


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3 . Are you aware of Vending Machines usedto Prepare Hot beverages?

YES NO

Yes 4 0%

No 6 0%


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4 . Are you aware that Godrej alsomanufactures a Vending Machine?

Yes No

YES 15%

NO 85%


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6 . Please name the brands that you knowin vending machines.

Nestle

Lipton

Godrej

None

Nestle 4 0%

Lipton 3 0%

Godrej 10 %

None 2 0%


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F indings

Majority of corporate offices and shops inLucknow have a provision for serving hotbeverages to their employees and customers.

50% of offices have to purchase their beveragesfrom an outside source, 25% of offices have theirown canteen/kitchen, and only 25% of offices areusing vending machines.

Out of the 75% offices which doesn t have or useVending Machine; only 40% are aware of presenceof Vending Machine in the market.

Rest 60% are unaware that any such kind ofmachine exist in the market

Out of the 40% of people who are aware of VendingMachine, only 15% knew that Godrej alsomanufacture Vending Machine.

Out of those who are aware of the Godrej VendingMachine, only 5% came to know about it throughadvertisement.

This shows lack of proper advertisement from the

end of Godrej


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The most known brand of Vending Machine isNESCAFE , followed by LIPTON and GODREJ

respectively.

20% people knew that there are Vending Machinesbut were unaware of any specific brand.

Out of 25% offices which use Vending Machine, 60%use NESCAFE machine, 30% use LIPTON and only10% use GODREJ VENDING MACHINE .

While doing the survey, most of the offices,which were using outside source to serve thesebeverages, showed interest in the GODREJ VENDING

MACHINE.

They inquired about the cost and other featuresof machine.

There is a serious lack of awareness in theconsumers about the GODREJ VENDING MACHINE. Someserious advertisement is required to aware theconsumers about the presence of GODREJ in the

Vending Machine Industry.


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R ecommendations

Aggressive advertisement policy is required to aware the

customers of the presence of GODREJ in the Vending

Machine Industry.

Proper development of distribution network

Adequate display of machines through opening of moreretail outlets.

Appointment of dealers & distributors for pushing

sales.

Aggressive sales policy to capture Lucknow based

corporate through events like free demonstration &

presentations.

Making the potential consumers aware of the companyproduct through stalls at strategic locations like

Hazratganj, Bhootnath, and Gomtinagar etc.

Advertising in local newspapers highlighting the USP of

the machine which is working on a digital technology such

as password protected, shuts off automatically if not

used for three hours, various counters to keep

track/control number of cups dispensed, auto rinsing etc.

Company should try & build up links with financingcompanies to offer machine on an attractive easy monthly

installments.

Different market segments are yet to be captured likeCaterers, Consultants, Big business Families or joint


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families who are having high daily consumption of

Tea/Coffee.

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