Marketing Projects of MBA
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PREFACE
Today if we go through the managerial concept then we can see different products of the same company the base of every organization and the most important platform has been given to product-mix and productline is by company for the economical development of the company in different states country as well as in various part of the world. Today a product line has become the base of FMCG company who wish run there business successfully without product and productline the company cannot sustain in the present market.
Today achieve mastery in the performance in the field one need to take practical knowledge training and experience of the work our productline process help us in learning the various aspects of customer preferences. So the study of product-mix productline process helps the company to do better in there marke shares.
We have tried the best to explain this in formation in our project report. We hope this project may serve overall information about the student’s perceptions.
Product-mix and Productline is overall to satisfy organization to through creating and changing customers styles and value with the customer has a days the world in becoming small and it us coming to the doorstep of every house in the world through the great and unimaginable development of product-mix and productline and it concept.
ACKNOWLEDGEMENT
We sincere attempt has been made to include everything regarding the subject that was within reach. We will consider our effort rewarded if this shot piece of work being better under standing of the subject.
We are highly thankful to our Prof. Mr.AnkurGangel for guided us in understanding the product and productlines of Godrej company as a part of our study required at MBA level. The detailed information of various functional and operation department has helped us a lot in submitting the report.
This report is fruit of many people’s effort and thoughts, directors indirect each has contributed inside facts, experience and personal support during its preparation.
PURPOSE OF THIS REPORT
The student of MBA have to make a group report for the purpose of our live-project so our group has selected to make a report on the.
This has helped the students to enrich their theoretical knowledge about the working and functioning of all departments in the particular area of the management and we have achieved the opportunities to do a work group report.
In this report we are very thankful to our professor Mr.AnkurGangel who gave us important guidance to fulfill the need of the report. INDEX
1. Introduction of company.
2. Classification of products.
3. Product Mix and Line Decisions.
4. Growth strategies for FMCG.
5. Managing line extensions-A closer look.
6. Conclusion.
Introduction of Company
Godrej Group Profile
Started in 1897 as locks manufacturing company, the Godrej Group is today one of the most accomplished and diversified business houses in India. Godrej success has been driven by the company's commitment to delivering innovation and excellence. Through the consistent application of this commitment and a century of ethical business conduct, Godrej has earned an unparalleled reputation for trust and reliability.
In 1930, Godrej became the first company in the world to develop the technology to manufacture soap with vegetable oils; that spirit of innovation has continued throughout the organization's history. Today Godrej is delivering consumers exciting innovations across a spectrum of businesses. The company's pursuit of excellence is equally well established and enduring. In the 1944 Mumbai docks blast, Godrej safes were the only security equipment whose contents were unharmed; an equal level of product quality continues to be expected from every product bearing the Godrej brand name. Godrej management understands that the company's greatest asset is the trust and faith that consumers have reposed in it, and recognizes that the company must continue to earn this trust. This translates to the organization delivering outstanding quality and value in everything it does.
Godrej ethical and visionary practices have allowed the company to successfully expand into a number of businesses. Today Godrej is a leading manufacturer of goods and provider of services in a multitude of categories: home appliances, consumer durables, consumer products, industrial products, and agro products to name a few. A recent estimate suggested that 350 million people across India use Godrej products. The group has more recently entered the real estate and information technology sectors, and management views these as avenues for enormous growth.
The Godrej Group stands in a strong position today. With annual sales in excess of $1 billion, a workforce of approximately 18,000, and a strong diversified portfolio, Godrej has proven its ability to deliver strong financial performance.
We shall operate in our existing and new businesses which profitably capitalize on our corporate image of quality and integrity. Our objective is to delight our customers both in India and abroad. We shall achieve this objective by re-engineering our businesses and through continuous improvement in quality, cost and customer service. We shall strive for excellence by nourishing, developing and empowering our employees and suppliers. We shall encourage an open atmosphere for conducive learning and teamwork"
Mr. A.B.Godrej, Chairman of Godrej
We are in the business of household and environmental pest control solutions. We have a mission to accomplish, and this is our mission:
Accelerate the growth of the Indian household insecticides market,
Strengthen our leadership position in India and
Rapidly globalize our business.
We shall achieve this objective by:
Understanding, continuously tracking and satisfying changing customer needs,
Continuous improvement in quality, cost and distribution,
Nurturing, developing and empowering our employees and
Encouraging an open atmosphere conducive to learning and teamwork.
The management philosophy of GSLL can be expressed in a single word: “PRIDE”
· Passion
· Respect for people
· Integrity
· Dedication
· Extraordinary Creativity
Product of Godrej company:
When applying the generic product concept, two key issues shoud be kept in mind. First, it is the consumer’s view of what a given product represents. Thus, a marketer shoud determine what that product means to the consumer befor desigining the product. Secoundly, aspirations of consumes differ from place to place and time. Thus , the same product (such as a soap) may satisfy different generic requirements (such as amean of bathing; washing cloth etc). The marketer shoud design the product after considering the impact of different possible generic requirements.
At the next level, a marketer identify many tangible aspects in the form of features, style, packaging, quality, etc.
CLASSIFICATION OF PRODUCTS:
Depanding on the tangibility and durability found in an offering, products are typically classified as service, durable and non-durable products. As the name sugggests, service has more of intangibless, whereas durable products offer both tangibility and durability. Non-durabile products are normally consumed fast and hence purchased regularly. Here, consumers tend to spend the minimum of effort in comparisons and buying the item.
Items of Goderj are as follow:
Consumer products
(1)Appliance(2)Locks(3)Furniture(4)Security Equipment (5)Office Automation(6)Conferencing Solutions(7)Typewriters (8)Vending Machines(9)Soaps & Personal care(10)Foods (11)Air Care(12)Household Insecticides(13)Housing(14)Pest Management Services
Industrial products
1)Storage solutions(2) Automated Warehousing(3) Material Handling Equipment(4) Process Equipment(5) Precision Components & System(6) Machine Tool Service(7)Electrical & Electronics(8) Tooling(9)IT Solutions(10) PLM Solutions(11) Medical Diagostics(12) Agro Products(13) Chemical(14) Construction Material & Services(15)Lawkim Motors Group
Product Mix and Line Decisions:
Product Mix:
It is the set of all product lines and items that a particular company offers to buyers. The width of a product mix refers to how many different product lines a company carries. The Godrej have different product mix in India consists of appliances, Soaps & Personal care etc.
The depth od a product mix refers to how many variants of each product are offered in the line,eg the cinthol soaps are coming in diferent formulations and in different colours and hence has aproduct mix depth of nine or ten. This kind of assortment is popularly referred asa stock keeping units (SKUs).
The consistency of a product mix refers to how closely related the various product line are in end use. Hence, Godrej product lines are consistent in the sense that are all food products.The width, depth and consistency of product mix enables a company to define its product portfolio, appeal to different consumer needs/segments and encourage one-stop buying. A broad width or dep mix goes tosatisfy the needs of several consumer groups and maximise shelf-space and sustain dealer support.
A consistent mix is generally easier to manage that diversified mix. It allow the marketer to concentrate on its core competence, build or create a strong image among consumers and trade channels. However, excessive consistency may leave the marketer to a narrow rang of business.
Product Line:-
It is a group of products that is closely related because thay perform a similar function, targeted at the same customer groups, and marketed through the same channels.
1. Line streching: Decisions pertaining to line stretching are taken whenever the marketer feels he can increase his profits by either adding or dropping items from the line. It can be upwards, downwards or both ways.
Downward stretch takes place when the company finds that its offerings are at the high price end of the market and then stretch their line downwards.For example Cinthol plan soap began at premium end and then the downmarket cinthol limebar was introduce to tap the lower segment.
Conversely, upward stretch occurs when a company enters the upper end through a line extension. The reasons for this may be a higher growth rate, better margins or simply a wish to be a full line marketer. A successful upward strech would be that of Cinthol, which started from a hygenic bath soap for the masses to a premium quality like sinthol lime for the higher strata of society. Throughout this stretch the brand has used hygienie as its core benefit, so that there was no dissonance in the mind of consumers.
2.Line filling:- A product line can also be lengthened by adding more items within the present product range. There are reveral reasons for line filling.
· Reaching for incremental profits.
· Trying to satisfy dealers who complain about lost sales because of missing items on the line.
· Trying to utilise excess capacity.
· Trying to offer a full line of the product.
· Trying to plug holes in the positioning map.
The launch of Cinthol, in different variants is an example of line filling. Today Cinthol is a lime shop with yellow packaging and a cologne cariation with blue wrapping apart from the initial Cinthol fresh. There is also a Cinthol International, packed in a red pack with a picture of mountains depicting freshness.
The company needs to diferentiate each item must possess a difference which sets it apart from the others. We have later on discussed various significant dimensions relating to product positioning and differentiation.
3.Line modernization:- Even when the product line length is adequent, the line might to be modernized. The issue is whether to overhaul the line completely or one at a time. A piecemeal approach allows the company to see how customers and dealers react to the new style. Piecemeal modernization is less of a drain on the company’s cash flow. A mojor disadvantage of picemeal modernization is that it allows competitors to see changes and start re-designing their own line.
In the repidly changing market, product modernization is carried out continuously. Because competitors are constantly upgrading their options,each company must redesign their own offering. A Godrej woud like to upgrade customers to higher-valued, higher-priced items. A major issue is the timing of the product line improvements so that thay do ot happen too early and damage the sales of their current product line, or come out too late so that the competition can establish a strong foothold.
4.Line featuring:- In the case of durible products, marketers at times select one or a few items to “feature”. The idea is to attract consumers into the showrooms and then try to get them exposed to other models. At times, the marketer will feature a high end item to lend prestige to the product line. These products act as “flagships” to enhance the whole line.
Sometimes a company find one end of its line selling well and the other poorly. The company may try to boost the demand for the slow-moving items, especially if they are produced in a factory that is lying idle due to the lack of demand.
GROWTH STRATEGIES FOR FMCG
The fundamental characteristics of fast moving consumer goods and their markets. We shall now consider the various growth strategies follwed ny Godrej FMCG company.
Typically, the success of an Godrej FMCG depends greatly on its marketing strategy. Typically, a marketer pursues a wide combination of strategies. For instance, when prices are competitive the company would use an extensive distribution network, design suitable advertising and sales promotion schemes from time to time. However, what is it that can make am Godrej FMCG brand sell more than its competitor? What makes some outstanding brands? How does a marketer convert a customer from buying a generic soap to buying a particular brand, say Godrej No1. Or what makes Godrej sheving cream a symbol of good sheaving cream for over a century? Let us now discuss various methods employed by the Godrej in an FMCG market.
1.Multibrand Strategy:- A company often nurtures a number of brands in the same category. There are various motives for doing this. This main retionale behind this strategy is to capture as much of the market share as possible by trying to cover as many segements as possible, as it is not possible for one brand to cater to the entire market. This also enables the company to lock up more distributor shelf space.
Take, the strategy adopted by Godrej company. They have introduced many brands in the soaps and other products so that no segement is left untouched. It has Godrej No1 Rose, in the ultra-premium segment, Godrej No.1 for the economy segement and brands like Cinthol lome, cinthol fresh for the intervening segments. In the hair care market also.It has thus covered itself agenst any form of attack and captured market shares in every possible segment.
Another reasos to adopt multiple brand strategy is to protect its major brand by setting up flanked brands. Sometimes the company inherits different brand names in the process of acquiring other companies and each brand name has a loyal following.
2.Product flanking:- Product flanking refers to the introduction of different combitions of products at different prices, to cover as many market segements as possible. It is basicaly offering the same product in different sizes and price combinations to tap diverse market opportunities. The introduction of Ezee in small sachet has, for example, made them affordable to the lower segment of consumers who previously could not afford to spend anywhere between Rs.30 and Rs.40 for astandard bottel of a Ezee. Another the sachet wereinitially launched to guard the main brand surprisingly they have now become a big success among new and small quantity users.
The idea behind this concept is to flank the core product by offering different variations of size and price so that the conaumer finds some brand to choose from.
3.Brand extensions:- Marketers like to have aloyal consumer base so that those particular brands enjoy high brand equity in the market. In such cases, companies make brand extensions will be able to ride on the successful brands, and that the new brrand will stand in its own right in the course of time. At times, the idea does not work and the result is the strong preference for the original brand itself gets diluted in the bargain. However, if this strategy works, it has been of tremendous value leading to the formation of a number of umbrella in a variety of products. Brand extension strategy offers a number of advantages. A well respected brand name gives the new product instant recognition and easier acceptance. It enables the company to enter new product categories.Today this brand has a number of extensions like GodrejNo.1sandle,Godrej No.1 rose,FairGlow.All these brands have been positioned at different segements.
4.Building product lines:- Some companies add related new productlines to give the consumer all the products he/she would like to buy under one umbrella.The Godrej added products in the cosmetics range so as to offer their customers a one stop shop for all the necessary goods like appliance, moisturising creams to face scrubs and delicately shaded eye colours. Godrej has adopted a strategy. It has introduced different kinds of shoaps,appliance,food care in last 10 years.By adding a number of flovers in each product line the company grew in the industry. Building related product lines is today the market leader in the appliance, and food products industry.
5.New product development:- Given the intrnse competition in most products today, Godrej has to face some problem in developing new products because of competeshion in the market and the brand is also not getting proper recognisation also.There existing products are vuliable to change consumer needs and tastes, new technology, shortened product life cycles and increased domestic copmetition.By devoting one’s efforts on new product development. With the help of new products a company can enter a growing market for the first time, and supplement its existing product line.New product could also mean offering improved performance like small Refregirator to big to doar sets or greater perceived value and replacing existing products or relaunching old products which are tangeted at new market segments.
6. Innovations in core products:- In the Godrej FMCG products, the life of a product is short. Godrej therefore, continually try to introduce new brands to offer some thing new and meet the changing requirements of the customer. A consumer is also open to try out new options and, on the other hand, brand loyal segment is presuaded to upgraded their choice.Hence it is prudent for a marketer to innovate from time to time both by technological expertise as well as from the consumer’s or dealers feedback. Such innovations are tried out around the core product of a company.
7.Long term outlook:- Many companies adopt a long term outlook towards growth in an FMCG market. In the process, short term gains which might adversely affect the long prospects of the company are sacrificed.
8.Extending the PLC:- During a product’s life of Godrej company for its FMCG may have to reformulate its marketing strategy because economic conditions are not good this time all round the world, competitors launch new assaults, and the product encounters new types of buyers and new requirements. Consequently, an Godrej FMCG try to extend the PLC and plan successive strategies appropriate in each stage in the new environment. In the maturity stage of the PLC, some companies abandon their weaker products. They prefer to concentrate their resources on their more profitability products and quickly develop new products. The main loophole in this is due to ignoring the high potential that many old products still have. For example, existing models in products like refegrater and microwave oven etc. In India have experienced a good demendwhenever new options were offered. Here older models become more attractive in the popular price segement or first time buyres.
9. Expanding markets by usage:- A company usually expands the market for its brand in two ways. That is, either to increase the number of customers or by encouraging more consumption per intake. Note that Sales volume = number of brand users * usage rate per user.
The usage rate of the consumers can be increased in a number of ways. For instance, it may try to educate or persuade customers to use the product more frequently. Godrej did this with soap Godrej No1. The concept of soaps in India was limited to hygienic only and takes bath. By aggressively promoting fragrances more as a medium of attraction than as a way to bath, Godrej has increased the usage of Fair Glow to cover consumption of Godrej soaps.
Secondly, Godrej Company tries to induce users to consume more of the product on each occasion. Say, a haircolour marketer might convince the users that the haircolour is more effective with one rinses rather than two or more.
Thirdly, Godrej Company tries to discover new product uses and convince customers to use the product in more varied ways. Rim Locks and Good Knight were bothconsumer products. Rim Locks came out with consumer friendly small tubes locks and pad lock to suit the individual consumer who would not buy the inferior quality of locks which were sold to customers. Good Knight also positioned itself as an anti-mosquito purpose. By extending their consumer base to the individual consumers and by convincing them of the product benefits Godrej have greatly increased their market shares. Keo-Karpin was initially introduced as a remedy for falling hair. It was later on extended to cover prevention of falling hair also. Finally, it was repositioned as cosmetic and not just hair oil. Different ways of styling hair were shown in its advertisements. The usage has increased from that of pure hair oil, to that of a part of a lady's total styling kit
10.Wide distribution network:- A very simple way of increasing an FMCG market share is by developing a strong distribution network, preferably in terms of more locations. Once the reach of the product has been extended, it is likely to gain in market share because of its deep penetration. An extensive distribution system can be developed over time, or the Godrej may acquire another company which has an extensive distribution network. As stated earlier, Brooke Bond, Asian Paints, Hindustan Lever, Union Carbide have developed a good distribution network. This stands as the prime reason behind their market leadership in respective businesses. But because of some problem Godrej have failed to maintain the strong distribution network.
11.Monitoring the pulse of the consumers:-Companies spend considerable effort to find out the what, where, how and when of their consumers. They figure out all sorts of things about them that the latter arc not even aware of. Godrej frequently undertake marketing research to find out more about their consumers and how to satisfy their needs and wants in a better manner. It helps them to monitor the pulse of their buyers so that they are able to identify and/or anticipate the needs of the consumers and be able to satisfy them in a better manner than the competitors.
12. Advertising and media coverage:- Advertising is required to build awareness about an FMCG or brand which is available in the market but not many people might know about it. Informative advertising figures heavily in the pioneering stage of a product category, where the objective is to build primary demand. Persuasive advertising becomes important in the competitive stage, where the company's objective is to build a selective demand for a particular brand. Most advertising falls into this category. For example, Pantene shampoo attempts to persuade consumers that it delivers more benefits than any other brand of shampoo. Marketers try to establish the superiority of its brand through specific comparisons with one or more brands in the product class. The basic idea about growth through advertising by a company is to increase market share through more share of mind as more information about the company and its products will induce the viewer at the time of actual demand.
13.Sales promotion:-Sales promotions offer a direct incentive to buy more in the short term. They are designed to stimulate quicker and/or greater purchase of particular products by consumers or the trade. However, a few points have to be kept in mind. They yield faster and more measurable responses in sales than advertising docs. They mainly attract the deal prone consumers who switch brands as deals become available. Loyal buyers normally do not change their brand as a result of competitive promotion
MANAGING LINE EXTENSIONS-A CLOSER LOOKThere arc several factors which can explain why Godrej Company has pursued line extensions as their marketing strategies.
1. Customer segmentation:- Managers perceive line extensions as a low-cost, low-riffc way to meet the needs of various customer segmentsand by using more sophisticated and lower-cost market research and direct marketing techniques, they can identify and target finer segments more effectively than ever before. In addition, the quality of audience-profile information for television, radio and print media has improved; managers can now translate complex segmentation schemes into effective advertising plans.
2.Consumer desires:- Consumers are switching brands and trying products they have never used before. Line extensions try to satisfy the desire for "something different" by providing a wide variety of products under a single umbrella. Such extensions, Godrej companies hope, fulfill customer desires while keeping them loyal to the brand franchise. Godrej launched its refrigerator in different sizes and AC in different tons, Soaps in different verity. Line extensions can help a brand increase its share of shelf space, thus gaining higher visibility and attracting consumer attention. When marketers coordinate the packaging and labeling across all items in a brand line, they can achieve an attention-getting billboard effect on the store shelf or the display stand and thus leverage the brand's equity. However, building enough volumes to offset the additional costs required for such extensions is also necessary.
3.Pricing breadth:- Marketers often extend the line on superior quality platform and set higher prices for the new offerings than their core items. In markets subject to slow volume growth, marketers can increase unit profitability by attracting current customers move up to the "premium" products. In this way a marketer also lends "prestige" to its product-line. Similarly, some line extensions are priced lower than the lead product. For example, American Express offers its Optima card for a lower annual fee than its standard card. Extensions give marketers the opportunity to offer a broader range of price-points in order to capture a wider audience, and—thereby serve as "volume builders."
4.Excess capacity.On some occasions companies added new product lines to make use of their excess capacity or to improve efficiency and the quality of existing products. In fact, excess capacity encourages the introduction of line extensions that require only minor adaptations to current products.
5.Short-term gain:-Line extensions offers the most inexpensive and least imaginative way to increase sales quickly. The development time and costs of line extensions arc far more predictable than they arc for altogether new products. In fact, few brand managers arc willing to spend the time or assume the career risk of introducing new products in this crowded market.
6.Short-term gain:- Line extensions offers the most inexpensive and least imaginative way to increase sales quickly. The development time and costs of line extensions arc far more predictable than they arc for altogether new products. In fact, few brand managers arc willing to spend the time or assume the career risk of introducing new products in this crowded market.
7.Energizing a brand:- A line extension can be an effective way to make a brand more relevant, interesting, and visible. In doing so, it can create a basis for differentiation, build the audience for the advertising of an old brand (though the brand may be healthy), and stimulate sales. This would give new as well as old customers sufficient reason to buy the brand.
8.Exploitation of variety fulfillment:- A brand may be stretched across multiple product categories to take advantage of a common and important consumer benefit existing in both, the products and the consumer perceptions. This is the common benefit of exploitation strategy which ensures that sales in the other categories do not affect the parent brand. Line extensions can also increase a brand's consumer share of requirements within a given product category.
9. Expanding a brand's core promise to new users:- A brand may have a strong image that promotes loyalty and exclusiveness. A line extension can extend that promise. In fact, line extensions can perform the role of continually improving the core brand. Intelligent line extensions may be used as means to attract users who buy multiple brands.
10. Managing true innovation:-. Line extension is an effective way to foster and manage true innovation, thereby enhancing the value proposition, expanding the usage contexts, and blocking competitive entry.
11. Blocking or inhibiting competitors:- Although niche markets may represent marginal businesses, they may strategically represent important footholds for competitors. Line extensions have the potential of inhibiting or neutralizing moves by competitor. Failure to sec this aspect may result in adverse consequences for market leaders, as can be seen from what happened to the present situation of Godrej FMCG industries.
12.Testing ground for national launch:- Product line extensions can also be effective ways to test-market product improvements and at the same time enter emerging segments. Thus, logic seems to be on the rise for any new launch to assess the pulse of the market in a competitive environment.
Consumer products
Appliances :-
1. Refrigerators.
2. Washing Machines.
3. Air-Conditioners.
4. Microwaves.
5. DVD Players.
L Locks
1. Pin Cylinder Locks.
2. Lever Mortise Locks.
3. Rim Locks.
4. Furniture Locks.
5. Ultra Locks.
6. Padlocks.
7. Cylindrical Locks.
Furniture :-
1. Office Furniture:-
i) Interiors.
ii) Techno series.
iii) Storage:-Common storage, Personal/ Aisle, Conventional storage, System storage, Display storage.
iv) Seating:-General purpose chairs, High performance, Lounge furniture, Multi task, Office/Multipurpose chairs, Public seating, Task intensive seating, Training Room.
v) Desking.
vi) OPOS.
2. Special Solutions:-
i) Marin Solutions.
ii) Lab Solutions.
3. Home Furniture:-
i) Living room.
ii) Dining room.
iii) Kid’s room.
iv) Study room.
v) Modular kitchen.
vi) Bedroom.
Security Equipment :-
1. Physical Security Products:-
b) Record Protecting Equipment:-Centiguard-fire safes, Dataline-data safes, Fire Resisting Record cabinet, Record Room Doors, Fire resisting filing cabinet.
c) Burglary Resisting Safes:- Popular Safes, D-tel depository cabinet, Defender Plus safes.
d) Vault Equipments:-Steel Fabrication Strong rooms, High Security Door, Defender Plus strong room doors, Currency bin cabinet, Vault Accessories.
2. Currency Handling Systems:-
a) Crusader currency counting machine
b) Swift CCM
c) Currency sorting machine
d) 3rd Eye fake note detectors
3. Electronic Security System.
4. Home Safes.
5. Premises Security Solution.
6. Marine Products.
7. Fire Doors.
8. Godrej Entranza Doors.
Office Automation :-
1) MFP.
2) Fax Machines.
3) Production Printing Equipment.
Conferencing Solutions:-
1) Display Solutions.
2) Audio/Video Conferencing.
3) Integrated Solutions.
4) Electronic Copy Boards.
Typewriters:-
1) Manual Typewriters.
Vending Machines:-
1) Godrej2CVM
2) Godrej Mini Café 4000.
Soaps & Personal care:-
1) Soaps:- Cinthol, Fair Glow, Evita, Shikakai, Vigil, Godrej NO.1.
2) Toiletries:-Cinthol, Shaving Cream, Power, save lotion, Body spray.
3) Hair Care:-Godrej Nupur, Hair colours.
4) Household Care:-Godrej dish wash, Glossy.
5) Fabric care:-Ezee.
Foods:-
1) Sofit Soymilk.
2) Edible oils and vanaspati.
3) Fruit drinks and nectar.
4) Bakery fats.
Air Care:-
The Ambi Pur Range
Household Insecticides :-
1) Good Knight.
2) Hit.
3) Jet.
Housing:-
1) Commercial.
2) Retail.
3) Residential.
Pest Management Services:-
1) Rodex.
2) Termin-8.
3) Intelligel.
4) Wood Borer Management.
5) Bed Bugs Management.
Industrial products
Storage solutions:-
1) Warehouse solution.
2) Document and record management solution.
3) Shop floor solution.
4) Consultancy services.
5) Digital picking solutions.
Automated Warehousing:-
1) Automated Storage and Retrieval System (AS\RS).
2) Stacker Cranes.
3) Miniload System
4) AGV Stackers.
5) Automated Guided Vehicles.
6) Rail Guided Vehicles.
7) Baggage\ Cargo Handling.
8) Warehouse Management Systems.
Material Handling Equipment:-
1) Counter Balance Trucks.
2) Warehousing Products.
3) Access Equipment.
4) Tyre Handlers.
5) All Terrain Trucks.
6) Tennant Cleaning Equipment.
7) HUBTEX Side loaders.
8) Attachment & Accessories.
Process Equipment:-
1) Heavy Walled Reactors.
2) High Pressure Vessels.
3) Distillation/Fractionationg Columns.
4) Rector/Tower Internals & Trays.
5) Custom Built Equipment.
6) High Pressure Shell & Tube Heat Exchanges.
CONCLUSION:-
In this project, we have defined generic, tangible and augmented facilities attached to Godrej product. Different types of consumer products, we looked at the special characteristics of fast moving consumer goods (popularly known as FMCG) in detail. The Godrej has highlighted the wide range of strategies adopted by FMCG in their quest for growth in this highly competitive and evidently low involvement purchase decision. Finally, we took a closer look at product line decision and various dimensions considered in the line extension.
PREFACE
Today if we go through the managerial concept then we can see different products of the same company the base of every organization and the most important platform has been given to product-mix and productline is by company for the economical development of the company in different states country as well as in various part of the world. Today a product line has become the base of FMCG company who wish run there business successfully without product and productline the company cannot sustain in the present market.
Today achieve mastery in the performance in the field one need to take practical knowledge training and experience of the work our productline process help us in learning the various aspects of customer preferences. So the study of product-mix productline process helps the company to do better in there marke shares.
We have tried the best to explain this in formation in our project report. We hope this project may serve overall information about the student’s perceptions.
Product-mix and Productline is overall to satisfy organization to through creating and changing customers styles and value with the customer has a days the world in becoming small and it us coming to the doorstep of every house in the world through the great and unimaginable development of product-mix and productline and it concept.
ACKNOWLEDGEMENT
We sincere attempt has been made to include everything regarding the subject that was within reach. We will consider our effort rewarded if this shot piece of work being better under standing of the subject.
We are highly thankful to our Prof. Mr.AnkurGangel for guided us in understanding the product and productlines of Godrej company as a part of our study required at MBA level. The detailed information of various functional and operation department has helped us a lot in submitting the report.
This report is fruit of many people’s effort and thoughts, directors indirect each has contributed inside facts, experience and personal support during its preparation.
PURPOSE OF THIS REPORT
The student of MBA have to make a group report for the purpose of our live-project so our group has selected to make a report on the.
This has helped the students to enrich their theoretical knowledge about the working and functioning of all departments in the particular area of the management and we have achieved the opportunities to do a work group report.
In this report we are very thankful to our professor Mr.AnkurGangel who gave us important guidance to fulfill the need of the report. INDEX
1. Introduction of company.
2. Classification of products.
3. Product Mix and Line Decisions.
4. Growth strategies for FMCG.
5. Managing line extensions-A closer look.
6. Conclusion.
Introduction of Company
Godrej Group Profile
Started in 1897 as locks manufacturing company, the Godrej Group is today one of the most accomplished and diversified business houses in India. Godrej success has been driven by the company's commitment to delivering innovation and excellence. Through the consistent application of this commitment and a century of ethical business conduct, Godrej has earned an unparalleled reputation for trust and reliability.
In 1930, Godrej became the first company in the world to develop the technology to manufacture soap with vegetable oils; that spirit of innovation has continued throughout the organization's history. Today Godrej is delivering consumers exciting innovations across a spectrum of businesses. The company's pursuit of excellence is equally well established and enduring. In the 1944 Mumbai docks blast, Godrej safes were the only security equipment whose contents were unharmed; an equal level of product quality continues to be expected from every product bearing the Godrej brand name. Godrej management understands that the company's greatest asset is the trust and faith that consumers have reposed in it, and recognizes that the company must continue to earn this trust. This translates to the organization delivering outstanding quality and value in everything it does.
Godrej ethical and visionary practices have allowed the company to successfully expand into a number of businesses. Today Godrej is a leading manufacturer of goods and provider of services in a multitude of categories: home appliances, consumer durables, consumer products, industrial products, and agro products to name a few. A recent estimate suggested that 350 million people across India use Godrej products. The group has more recently entered the real estate and information technology sectors, and management views these as avenues for enormous growth.
The Godrej Group stands in a strong position today. With annual sales in excess of $1 billion, a workforce of approximately 18,000, and a strong diversified portfolio, Godrej has proven its ability to deliver strong financial performance.
We shall operate in our existing and new businesses which profitably capitalize on our corporate image of quality and integrity. Our objective is to delight our customers both in India and abroad. We shall achieve this objective by re-engineering our businesses and through continuous improvement in quality, cost and customer service. We shall strive for excellence by nourishing, developing and empowering our employees and suppliers. We shall encourage an open atmosphere for conducive learning and teamwork"
Mr. A.B.Godrej, Chairman of Godrej
We are in the business of household and environmental pest control solutions. We have a mission to accomplish, and this is our mission:
Accelerate the growth of the Indian household insecticides market,
Strengthen our leadership position in India and
Rapidly globalize our business.
We shall achieve this objective by:
Understanding, continuously tracking and satisfying changing customer needs,
Continuous improvement in quality, cost and distribution,
Nurturing, developing and empowering our employees and
Encouraging an open atmosphere conducive to learning and teamwork.
The management philosophy of GSLL can be expressed in a single word: “PRIDE”
· Passion
· Respect for people
· Integrity
· Dedication
· Extraordinary Creativity
Product of Godrej company:
When applying the generic product concept, two key issues shoud be kept in mind. First, it is the consumer’s view of what a given product represents. Thus, a marketer shoud determine what that product means to the consumer befor desigining the product. Secoundly, aspirations of consumes differ from place to place and time. Thus , the same product (such as a soap) may satisfy different generic requirements (such as amean of bathing; washing cloth etc). The marketer shoud design the product after considering the impact of different possible generic requirements.
At the next level, a marketer identify many tangible aspects in the form of features, style, packaging, quality, etc.
CLASSIFICATION OF PRODUCTS:
Depanding on the tangibility and durability found in an offering, products are typically classified as service, durable and non-durable products. As the name sugggests, service has more of intangibless, whereas durable products offer both tangibility and durability. Non-durabile products are normally consumed fast and hence purchased regularly. Here, consumers tend to spend the minimum of effort in comparisons and buying the item.
Items of Goderj are as follow:
Consumer products
(1)Appliance(2)Locks(3)Furniture(4)Security Equipment (5)Office Automation(6)Conferencing Solutions(7)Typewriters (8)Vending Machines(9)Soaps & Personal care(10)Foods (11)Air Care(12)Household Insecticides(13)Housing(14)Pest Management Services
Industrial products
1)Storage solutions(2) Automated Warehousing(3) Material Handling Equipment(4) Process Equipment(5) Precision Components & System(6) Machine Tool Service(7)Electrical & Electronics(8) Tooling(9)IT Solutions(10) PLM Solutions(11) Medical Diagostics(12) Agro Products(13) Chemical(14) Construction Material & Services(15)Lawkim Motors Group
Product Mix and Line Decisions:
Product Mix:
It is the set of all product lines and items that a particular company offers to buyers. The width of a product mix refers to how many different product lines a company carries. The Godrej have different product mix in India consists of appliances, Soaps & Personal care etc.
The depth od a product mix refers to how many variants of each product are offered in the line,eg the cinthol soaps are coming in diferent formulations and in different colours and hence has aproduct mix depth of nine or ten. This kind of assortment is popularly referred asa stock keeping units (SKUs).
The consistency of a product mix refers to how closely related the various product line are in end use. Hence, Godrej product lines are consistent in the sense that are all food products.The width, depth and consistency of product mix enables a company to define its product portfolio, appeal to different consumer needs/segments and encourage one-stop buying. A broad width or dep mix goes tosatisfy the needs of several consumer groups and maximise shelf-space and sustain dealer support.
A consistent mix is generally easier to manage that diversified mix. It allow the marketer to concentrate on its core competence, build or create a strong image among consumers and trade channels. However, excessive consistency may leave the marketer to a narrow rang of business.
Product Line:-
It is a group of products that is closely related because thay perform a similar function, targeted at the same customer groups, and marketed through the same channels.
1. Line streching: Decisions pertaining to line stretching are taken whenever the marketer feels he can increase his profits by either adding or dropping items from the line. It can be upwards, downwards or both ways.
Downward stretch takes place when the company finds that its offerings are at the high price end of the market and then stretch their line downwards.For example Cinthol plan soap began at premium end and then the downmarket cinthol limebar was introduce to tap the lower segment.
Conversely, upward stretch occurs when a company enters the upper end through a line extension. The reasons for this may be a higher growth rate, better margins or simply a wish to be a full line marketer. A successful upward strech would be that of Cinthol, which started from a hygenic bath soap for the masses to a premium quality like sinthol lime for the higher strata of society. Throughout this stretch the brand has used hygienie as its core benefit, so that there was no dissonance in the mind of consumers.
2.Line filling:- A product line can also be lengthened by adding more items within the present product range. There are reveral reasons for line filling.
· Reaching for incremental profits.
· Trying to satisfy dealers who complain about lost sales because of missing items on the line.
· Trying to utilise excess capacity.
· Trying to offer a full line of the product.
· Trying to plug holes in the positioning map.
The launch of Cinthol, in different variants is an example of line filling. Today Cinthol is a lime shop with yellow packaging and a cologne cariation with blue wrapping apart from the initial Cinthol fresh. There is also a Cinthol International, packed in a red pack with a picture of mountains depicting freshness.
The company needs to diferentiate each item must possess a difference which sets it apart from the others. We have later on discussed various significant dimensions relating to product positioning and differentiation.
3.Line modernization:- Even when the product line length is adequent, the line might to be modernized. The issue is whether to overhaul the line completely or one at a time. A piecemeal approach allows the company to see how customers and dealers react to the new style. Piecemeal modernization is less of a drain on the company’s cash flow. A mojor disadvantage of picemeal modernization is that it allows competitors to see changes and start re-designing their own line.
In the repidly changing market, product modernization is carried out continuously. Because competitors are constantly upgrading their options,each company must redesign their own offering. A Godrej woud like to upgrade customers to higher-valued, higher-priced items. A major issue is the timing of the product line improvements so that thay do ot happen too early and damage the sales of their current product line, or come out too late so that the competition can establish a strong foothold.
4.Line featuring:- In the case of durible products, marketers at times select one or a few items to “feature”. The idea is to attract consumers into the showrooms and then try to get them exposed to other models. At times, the marketer will feature a high end item to lend prestige to the product line. These products act as “flagships” to enhance the whole line.
Sometimes a company find one end of its line selling well and the other poorly. The company may try to boost the demand for the slow-moving items, especially if they are produced in a factory that is lying idle due to the lack of demand.
GROWTH STRATEGIES FOR FMCG
The fundamental characteristics of fast moving consumer goods and their markets. We shall now consider the various growth strategies follwed ny Godrej FMCG company.
Typically, the success of an Godrej FMCG depends greatly on its marketing strategy. Typically, a marketer pursues a wide combination of strategies. For instance, when prices are competitive the company would use an extensive distribution network, design suitable advertising and sales promotion schemes from time to time. However, what is it that can make am Godrej FMCG brand sell more than its competitor? What makes some outstanding brands? How does a marketer convert a customer from buying a generic soap to buying a particular brand, say Godrej No1. Or what makes Godrej sheving cream a symbol of good sheaving cream for over a century? Let us now discuss various methods employed by the Godrej in an FMCG market.
1.Multibrand Strategy:- A company often nurtures a number of brands in the same category. There are various motives for doing this. This main retionale behind this strategy is to capture as much of the market share as possible by trying to cover as many segements as possible, as it is not possible for one brand to cater to the entire market. This also enables the company to lock up more distributor shelf space.
Take, the strategy adopted by Godrej company. They have introduced many brands in the soaps and other products so that no segement is left untouched. It has Godrej No1 Rose, in the ultra-premium segment, Godrej No.1 for the economy segement and brands like Cinthol lome, cinthol fresh for the intervening segments. In the hair care market also.It has thus covered itself agenst any form of attack and captured market shares in every possible segment.
Another reasos to adopt multiple brand strategy is to protect its major brand by setting up flanked brands. Sometimes the company inherits different brand names in the process of acquiring other companies and each brand name has a loyal following.
2.Product flanking:- Product flanking refers to the introduction of different combitions of products at different prices, to cover as many market segements as possible. It is basicaly offering the same product in different sizes and price combinations to tap diverse market opportunities. The introduction of Ezee in small sachet has, for example, made them affordable to the lower segment of consumers who previously could not afford to spend anywhere between Rs.30 and Rs.40 for astandard bottel of a Ezee. Another the sachet wereinitially launched to guard the main brand surprisingly they have now become a big success among new and small quantity users.
The idea behind this concept is to flank the core product by offering different variations of size and price so that the conaumer finds some brand to choose from.
3.Brand extensions:- Marketers like to have aloyal consumer base so that those particular brands enjoy high brand equity in the market. In such cases, companies make brand extensions will be able to ride on the successful brands, and that the new brrand will stand in its own right in the course of time. At times, the idea does not work and the result is the strong preference for the original brand itself gets diluted in the bargain. However, if this strategy works, it has been of tremendous value leading to the formation of a number of umbrella in a variety of products. Brand extension strategy offers a number of advantages. A well respected brand name gives the new product instant recognition and easier acceptance. It enables the company to enter new product categories.Today this brand has a number of extensions like GodrejNo.1sandle,Godrej No.1 rose,FairGlow.All these brands have been positioned at different segements.
4.Building product lines:- Some companies add related new productlines to give the consumer all the products he/she would like to buy under one umbrella.The Godrej added products in the cosmetics range so as to offer their customers a one stop shop for all the necessary goods like appliance, moisturising creams to face scrubs and delicately shaded eye colours. Godrej has adopted a strategy. It has introduced different kinds of shoaps,appliance,food care in last 10 years.By adding a number of flovers in each product line the company grew in the industry. Building related product lines is today the market leader in the appliance, and food products industry.
5.New product development:- Given the intrnse competition in most products today, Godrej has to face some problem in developing new products because of competeshion in the market and the brand is also not getting proper recognisation also.There existing products are vuliable to change consumer needs and tastes, new technology, shortened product life cycles and increased domestic copmetition.By devoting one’s efforts on new product development. With the help of new products a company can enter a growing market for the first time, and supplement its existing product line.New product could also mean offering improved performance like small Refregirator to big to doar sets or greater perceived value and replacing existing products or relaunching old products which are tangeted at new market segments.
6. Innovations in core products:- In the Godrej FMCG products, the life of a product is short. Godrej therefore, continually try to introduce new brands to offer some thing new and meet the changing requirements of the customer. A consumer is also open to try out new options and, on the other hand, brand loyal segment is presuaded to upgraded their choice.Hence it is prudent for a marketer to innovate from time to time both by technological expertise as well as from the consumer’s or dealers feedback. Such innovations are tried out around the core product of a company.
7.Long term outlook:- Many companies adopt a long term outlook towards growth in an FMCG market. In the process, short term gains which might adversely affect the long prospects of the company are sacrificed.
8.Extending the PLC:- During a product’s life of Godrej company for its FMCG may have to reformulate its marketing strategy because economic conditions are not good this time all round the world, competitors launch new assaults, and the product encounters new types of buyers and new requirements. Consequently, an Godrej FMCG try to extend the PLC and plan successive strategies appropriate in each stage in the new environment. In the maturity stage of the PLC, some companies abandon their weaker products. They prefer to concentrate their resources on their more profitability products and quickly develop new products. The main loophole in this is due to ignoring the high potential that many old products still have. For example, existing models in products like refegrater and microwave oven etc. In India have experienced a good demendwhenever new options were offered. Here older models become more attractive in the popular price segement or first time buyres.
9. Expanding markets by usage:- A company usually expands the market for its brand in two ways. That is, either to increase the number of customers or by encouraging more consumption per intake. Note that Sales volume = number of brand users * usage rate per user.
The usage rate of the consumers can be increased in a number of ways. For instance, it may try to educate or persuade customers to use the product more frequently. Godrej did this with soap Godrej No1. The concept of soaps in India was limited to hygienic only and takes bath. By aggressively promoting fragrances more as a medium of attraction than as a way to bath, Godrej has increased the usage of Fair Glow to cover consumption of Godrej soaps.
Secondly, Godrej Company tries to induce users to consume more of the product on each occasion. Say, a haircolour marketer might convince the users that the haircolour is more effective with one rinses rather than two or more.
Thirdly, Godrej Company tries to discover new product uses and convince customers to use the product in more varied ways. Rim Locks and Good Knight were bothconsumer products. Rim Locks came out with consumer friendly small tubes locks and pad lock to suit the individual consumer who would not buy the inferior quality of locks which were sold to customers. Good Knight also positioned itself as an anti-mosquito purpose. By extending their consumer base to the individual consumers and by convincing them of the product benefits Godrej have greatly increased their market shares. Keo-Karpin was initially introduced as a remedy for falling hair. It was later on extended to cover prevention of falling hair also. Finally, it was repositioned as cosmetic and not just hair oil. Different ways of styling hair were shown in its advertisements. The usage has increased from that of pure hair oil, to that of a part of a lady's total styling kit
10.Wide distribution network:- A very simple way of increasing an FMCG market share is by developing a strong distribution network, preferably in terms of more locations. Once the reach of the product has been extended, it is likely to gain in market share because of its deep penetration. An extensive distribution system can be developed over time, or the Godrej may acquire another company which has an extensive distribution network. As stated earlier, Brooke Bond, Asian Paints, Hindustan Lever, Union Carbide have developed a good distribution network. This stands as the prime reason behind their market leadership in respective businesses. But because of some problem Godrej have failed to maintain the strong distribution network.
11.Monitoring the pulse of the consumers:-Companies spend considerable effort to find out the what, where, how and when of their consumers. They figure out all sorts of things about them that the latter arc not even aware of. Godrej frequently undertake marketing research to find out more about their consumers and how to satisfy their needs and wants in a better manner. It helps them to monitor the pulse of their buyers so that they are able to identify and/or anticipate the needs of the consumers and be able to satisfy them in a better manner than the competitors.
12. Advertising and media coverage:- Advertising is required to build awareness about an FMCG or brand which is available in the market but not many people might know about it. Informative advertising figures heavily in the pioneering stage of a product category, where the objective is to build primary demand. Persuasive advertising becomes important in the competitive stage, where the company's objective is to build a selective demand for a particular brand. Most advertising falls into this category. For example, Pantene shampoo attempts to persuade consumers that it delivers more benefits than any other brand of shampoo. Marketers try to establish the superiority of its brand through specific comparisons with one or more brands in the product class. The basic idea about growth through advertising by a company is to increase market share through more share of mind as more information about the company and its products will induce the viewer at the time of actual demand.
13.Sales promotion:-Sales promotions offer a direct incentive to buy more in the short term. They are designed to stimulate quicker and/or greater purchase of particular products by consumers or the trade. However, a few points have to be kept in mind. They yield faster and more measurable responses in sales than advertising docs. They mainly attract the deal prone consumers who switch brands as deals become available. Loyal buyers normally do not change their brand as a result of competitive promotion
MANAGING LINE EXTENSIONS-A CLOSER LOOKThere arc several factors which can explain why Godrej Company has pursued line extensions as their marketing strategies.
1. Customer segmentation:- Managers perceive line extensions as a low-cost, low-riffc way to meet the needs of various customer segmentsand by using more sophisticated and lower-cost market research and direct marketing techniques, they can identify and target finer segments more effectively than ever before. In addition, the quality of audience-profile information for television, radio and print media has improved; managers can now translate complex segmentation schemes into effective advertising plans.
2.Consumer desires:- Consumers are switching brands and trying products they have never used before. Line extensions try to satisfy the desire for "something different" by providing a wide variety of products under a single umbrella. Such extensions, Godrej companies hope, fulfill customer desires while keeping them loyal to the brand franchise. Godrej launched its refrigerator in different sizes and AC in different tons, Soaps in different verity. Line extensions can help a brand increase its share of shelf space, thus gaining higher visibility and attracting consumer attention. When marketers coordinate the packaging and labeling across all items in a brand line, they can achieve an attention-getting billboard effect on the store shelf or the display stand and thus leverage the brand's equity. However, building enough volumes to offset the additional costs required for such extensions is also necessary.
3.Pricing breadth:- Marketers often extend the line on superior quality platform and set higher prices for the new offerings than their core items. In markets subject to slow volume growth, marketers can increase unit profitability by attracting current customers move up to the "premium" products. In this way a marketer also lends "prestige" to its product-line. Similarly, some line extensions are priced lower than the lead product. For example, American Express offers its Optima card for a lower annual fee than its standard card. Extensions give marketers the opportunity to offer a broader range of price-points in order to capture a wider audience, and—thereby serve as "volume builders."
4.Excess capacity.On some occasions companies added new product lines to make use of their excess capacity or to improve efficiency and the quality of existing products. In fact, excess capacity encourages the introduction of line extensions that require only minor adaptations to current products.
5.Short-term gain:-Line extensions offers the most inexpensive and least imaginative way to increase sales quickly. The development time and costs of line extensions arc far more predictable than they arc for altogether new products. In fact, few brand managers arc willing to spend the time or assume the career risk of introducing new products in this crowded market.
6.Short-term gain:- Line extensions offers the most inexpensive and least imaginative way to increase sales quickly. The development time and costs of line extensions arc far more predictable than they arc for altogether new products. In fact, few brand managers arc willing to spend the time or assume the career risk of introducing new products in this crowded market.
7.Energizing a brand:- A line extension can be an effective way to make a brand more relevant, interesting, and visible. In doing so, it can create a basis for differentiation, build the audience for the advertising of an old brand (though the brand may be healthy), and stimulate sales. This would give new as well as old customers sufficient reason to buy the brand.
8.Exploitation of variety fulfillment:- A brand may be stretched across multiple product categories to take advantage of a common and important consumer benefit existing in both, the products and the consumer perceptions. This is the common benefit of exploitation strategy which ensures that sales in the other categories do not affect the parent brand. Line extensions can also increase a brand's consumer share of requirements within a given product category.
9. Expanding a brand's core promise to new users:- A brand may have a strong image that promotes loyalty and exclusiveness. A line extension can extend that promise. In fact, line extensions can perform the role of continually improving the core brand. Intelligent line extensions may be used as means to attract users who buy multiple brands.
10. Managing true innovation:-. Line extension is an effective way to foster and manage true innovation, thereby enhancing the value proposition, expanding the usage contexts, and blocking competitive entry.
11. Blocking or inhibiting competitors:- Although niche markets may represent marginal businesses, they may strategically represent important footholds for competitors. Line extensions have the potential of inhibiting or neutralizing moves by competitor. Failure to sec this aspect may result in adverse consequences for market leaders, as can be seen from what happened to the present situation of Godrej FMCG industries.
12.Testing ground for national launch:- Product line extensions can also be effective ways to test-market product improvements and at the same time enter emerging segments. Thus, logic seems to be on the rise for any new launch to assess the pulse of the market in a competitive environment.
Consumer products
Appliances :-
1. Refrigerators.
2. Washing Machines.
3. Air-Conditioners.
4. Microwaves.
5. DVD Players.
L Locks
1. Pin Cylinder Locks.
2. Lever Mortise Locks.
3. Rim Locks.
4. Furniture Locks.
5. Ultra Locks.
6. Padlocks.
7. Cylindrical Locks.
Furniture :-
1. Office Furniture:-
i) Interiors.
ii) Techno series.
iii) Storage:-Common storage, Personal/ Aisle, Conventional storage, System storage, Display storage.
iv) Seating:-General purpose chairs, High performance, Lounge furniture, Multi task, Office/Multipurpose chairs, Public seating, Task intensive seating, Training Room.
v) Desking.
vi) OPOS.
2. Special Solutions:-
i) Marin Solutions.
ii) Lab Solutions.
3. Home Furniture:-
i) Living room.
ii) Dining room.
iii) Kid’s room.
iv) Study room.
v) Modular kitchen.
vi) Bedroom.
Security Equipment :-
1. Physical Security Products:-
b) Record Protecting Equipment:-Centiguard-fire safes, Dataline-data safes, Fire Resisting Record cabinet, Record Room Doors, Fire resisting filing cabinet.
c) Burglary Resisting Safes:- Popular Safes, D-tel depository cabinet, Defender Plus safes.
d) Vault Equipments:-Steel Fabrication Strong rooms, High Security Door, Defender Plus strong room doors, Currency bin cabinet, Vault Accessories.
2. Currency Handling Systems:-
a) Crusader currency counting machine
b) Swift CCM
c) Currency sorting machine
d) 3rd Eye fake note detectors
3. Electronic Security System.
4. Home Safes.
5. Premises Security Solution.
6. Marine Products.
7. Fire Doors.
8. Godrej Entranza Doors.
Office Automation :-
1) MFP.
2) Fax Machines.
3) Production Printing Equipment.
Conferencing Solutions:-
1) Display Solutions.
2) Audio/Video Conferencing.
3) Integrated Solutions.
4) Electronic Copy Boards.
Typewriters:-
1) Manual Typewriters.
Vending Machines:-
1) Godrej2CVM
2) Godrej Mini Café 4000.
Soaps & Personal care:-
1) Soaps:- Cinthol, Fair Glow, Evita, Shikakai, Vigil, Godrej NO.1.
2) Toiletries:-Cinthol, Shaving Cream, Power, save lotion, Body spray.
3) Hair Care:-Godrej Nupur, Hair colours.
4) Household Care:-Godrej dish wash, Glossy.
5) Fabric care:-Ezee.
Foods:-
1) Sofit Soymilk.
2) Edible oils and vanaspati.
3) Fruit drinks and nectar.
4) Bakery fats.
Air Care:-
The Ambi Pur Range
Household Insecticides :-
1) Good Knight.
2) Hit.
3) Jet.
Housing:-
1) Commercial.
2) Retail.
3) Residential.
Pest Management Services:-
1) Rodex.
2) Termin-8.
3) Intelligel.
4) Wood Borer Management.
5) Bed Bugs Management.
Industrial products
Storage solutions:-
1) Warehouse solution.
2) Document and record management solution.
3) Shop floor solution.
4) Consultancy services.
5) Digital picking solutions.
Automated Warehousing:-
1) Automated Storage and Retrieval System (AS\RS).
2) Stacker Cranes.
3) Miniload System
4) AGV Stackers.
5) Automated Guided Vehicles.
6) Rail Guided Vehicles.
7) Baggage\ Cargo Handling.
8) Warehouse Management Systems.
Material Handling Equipment:-
1) Counter Balance Trucks.
2) Warehousing Products.
3) Access Equipment.
4) Tyre Handlers.
5) All Terrain Trucks.
6) Tennant Cleaning Equipment.
7) HUBTEX Side loaders.
8) Attachment & Accessories.
Process Equipment:-
1) Heavy Walled Reactors.
2) High Pressure Vessels.
3) Distillation/Fractionationg Columns.
4) Rector/Tower Internals & Trays.
5) Custom Built Equipment.
6) High Pressure Shell & Tube Heat Exchanges.
CONCLUSION:-
In this project, we have defined generic, tangible and augmented facilities attached to Godrej product. Different types of consumer products, we looked at the special characteristics of fast moving consumer goods (popularly known as FMCG) in detail. The Godrej has highlighted the wide range of strategies adopted by FMCG in their quest for growth in this highly competitive and evidently low involvement purchase decision. Finally, we took a closer look at product line decision and various dimensions considered in the line extension.
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