A PROJECT REPORT

ON
BRAND AWARENESS AND BRAND POSITIONING OF
VARIOUS PRODUCTS OF PRIMA DIVISION OF
GODREJ & BOYCE MFG.CO.LTD.

Submitted to:

Submitted by:

Mr.Navin Mathur
(Faculty Guide)

Virendra Singh Choudhary

MBA

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INDEX

Acknowledgement

Synopsis.

Company profile.

SWOT Analysis

Research methodology.
Limitations.
Learning

Findings.

Conclusion

Recommendations

Annexure

Bibliography.

Acknowledgement

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It is an honor to present this project report titled as BRAND AWARENESS AND

BRAND POSITIONING OF VARIOUS PRODUCTS OF PRIMA DIVISION OF GODREJ & BOYCE MFG.CO

LTD.

At first I would like to express a deep sense of obligation to Godrej & Boyce Company as they
provided me a chance to grow my selves in the present times by going through their training
process.
I would also like to thank Mr. Vikas Shrivastav (Branch head of prima division Rajasthan) for
their valuable help. He kept my morale so high that it enabled me to complete the assigned work
within the stipulated time and with lot of ease.
My sincere thanks to (project guide) Mr. Vishal Sharma (senior sales executive) once again for
his valued suggestions and concurrent evaluation of the project.
I would also like to thank the college authorities and the Dean of our college Mrs. Sapna
Agrawal for her valuable suggestions from time to time
Faculty guide Mr. Navin Mathur had so helped me because without his help it wont be
possible for me to complete my project on time.
Last but not the least I would like to thank and wish to place on record my sincere gratitude and
appreciation to my Parents, and to all my friends who during the project work not only provided
me with their valuable help but also they were a source of inspiration to me.
I would also like to thank the Almighty God for his blessings he had thrown on us for completing
the process.
Thank you all
(Virendra Singh Choudhary)

ABSTRACT
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In the new era of business environment where the survival of a company depends upon the
differentiability of its product and services provided to its customers. This calls for the
continuous evaluation of its product and services. Competitors strength is also evaluated to find
out strength and weakness of the organization.
Established in 1897, the Company was incorporated with limited liability on March 3, 1932,
under the Indian Companies Act, 1913. The Company is one of the largest privately-held
diversified industrial corporations in India. The combined Sales (including Excise Duty) of the
Company, its subsidiaries and affiliates, during the Fiscal Year ended March 31, 2008, were
about Rs. 90,000 million (US$ 1,900 million). The Company has the following businesses (with
respective certifications), which manufacture and/or market a wide range of consumer durables
and industrial products: Appliances, Interior Office And Home Furniture, Locks, Security
Equipment & Solutions, Prima, Electrical And Electronics, Material Handling Equipment,
Industrial Products, Process Equipment, Construction And Real Estate, Storage Solutions.
We were working with Godrej is a diverse product group of more than 100 years old having
interest in Vending machine Godrej is a most preferred provider of products and services for over
a century. Godrej & Boyce Mfg. Co. Ltd. Is trying to providing vending & conferencing services
since the last year in Bikaner being associated with internationally acclaimed vending &
conferencing business, which has been approved by organizations like Underwriters LaboratoryUSA, CBRI-Roorkee, ERTL and Govt. of India etc. Our prima division of Godrej provides
vending services it provide tea coffee vending machine and premix for tea, coffee and soup.
The topic of my study was to establishment the vending business through various activities like
search the potential, feedback of customer, and to create the brand awareness through survey
Objective of the study: Brand identification of Godrej vending & conferencing business. To
determine the consumer satisfaction level of Godrej. To searches the potential dealer for Bikaner.

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In the project we worked out with different categories in Private and Public
Sectors Companies & Industries. The project guide segmented the market accordingly. We were
mainly focusing on corporate office and industreries and some education institute. We were
supposed to work out with the Need & Requirement of Godrej vending & conferencing business.
We have surveyed categories likewise Hotels, Financial Institutions, Industrial, Educational
institutions & Misc.
We have to check whether there is any requirement in the segmented firm and the
response of the client towards the changing scenario in the market, if the response is in favor the
demonstration of the product can be given if its is possible like in Alarm Systems the
demonstration cannot be given although the details of the System shall be given to the prospect
client and if the requirement gets positive the quotations have to be made according to the need
and site. The Interview schedule was contained with around 13 questions the questions given
with the choices that were open-ended for respondent and researcher to understand the
questionnaire easily.

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INTRODUCTION

Godrej Industries and Associate Companies are part of the US$ 1.55 billion Godrej Group,
one of India's most respected business conglomerates.
The Godrej Group is one of the respected business houses of India. The group has diverse
business interests ranging from engineering to personal care products. Companies operating
under the Godrej Group are involved in a host of businesses - from locks and safes to typewriters
and word processors, from refrigerators and furniture to machine tools and process equipment,
from engineering workstations to cosmetics and detergents, from edible oils and chemicals to
agro products. Godrej Group is also well known for its philosophy and initiation of labor
reforms.
The Godrej Group was established in 1897. Its founder, Ardeshir Godrej, was a staunch
nationalist and believed that India cannot win freedom unless it is economically self-reliant.
Beginning with security equipment and soaps, the group diversified into a wide variety of
consumer goods and services.

Godrej Group Companies

Godrej & Boyce Mfg. Co. Ltd
Godrej & Boyce manufactures a spectrum of consumer products and industrial
products.
Godrej Consumer Products Ltd (GCPL)
Godrej Consumer Products is a leading player in the Indian FMCG market with
interests in personal, hair, household and fabric care segments.
Godrej Industries Ltd
The Company is India's leading manufacturer of oleochemicals. It also has major
presence in food products such as refined oil and tetra pack fruit beverages.

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 Geometric Software Solutions

It is a CMMI Level 5 Company and the leading PLM services provider.

Godrej InfoTech
The Company is engaged in the business of developing customized software
solutions and implementing ERP, CRM, and SCM software.

Godrej Agro vet

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

Godrej Sara Lee

It is a joint venture between the Godrej Group and Sara Lee Corporation, USA.
The company is the world's largest manufacturer of home insecticides. Its brand
HIT is very popular in India.
Godrej ceEffa
The Company provides warehousing, automated storage and retrieval system
solutions
Godrej Properties and Investments Limited (G.P.I.L)
Godrej Properties provides meticulously planned townships at affordable prices.
The Godrej Group also has overseas establishments in Malaysia, Singapore, Vietnam,
Oman, and Sharjah.

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Major Achievements of Godrej Group:

In 1897, Godrej introduced the first lock with lever technology in India.
In 1902, Godrej made the first Indian safe.
In 1955, Godrej produced India's first indigenous typewriter
In 1989, Godrej became the first company to introduce PUF (Polyurethane Foam)
Introduced India's first and only 100% CFC, HCFC, HFC free refrigerators

GODREJ & BOYCE

Godrej & Boyce manufactures a spectrum of consumer products and industrial products. The
Consumer products include Appliances (Refrigerators, Washing Machines, Air Conditioners,
Microwaves, and DVD Players), Locks, Furniture, Security Equipment, Office Automation,
Conferencing Solutions, and vending Machines. Industrial Products include Storage Solutions,
Automated Warehousing, Material Handling Equipment, Process Equipment, Precision
Components & Systems, Machine Tool Service, Electrical & Electronic, Tooling, and
Construction Material & Services.
The Company celebrated its centenary in 1997. In 1897 a young man named Ardeshir Godrej
gave up law and turned to lock making. Ardeshir went on to make safes and security equipment
of the highest order, and then stunned the world by creating toilet soap from vegetable oil. His
brother Pirojsha Godrej carried Ardeshir's dream forward, leading Godrej towards becoming a
vibrant, multi-business enterprise. Pirojsha laid the foundation for the sprawling industrial
garden township (ISO 14001- certified) now called Pirojshanagar in the suburbs of Mumbai.
Godrej touches the lives of millions of Indians every day. To them, it is a symbol of enduring
ideals in a changing world. Established in 1897, the Company was incorporated with limited
liability on March 3, 1932, under the Indian Companies Act, 1913.

Combined Sales - Subsidiaries and Affiliates

The Company is one of the largest privately held diversified industrial corporations in India. The
combined Sales (including Excise Duty) of the Company, its subsidiaries and affiliates, during
the Fiscal Year ended March 31, 2005, amounted to over Rs. 50,000 million (US$ 1,150 million).
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Shareholders
Since its inception, the Company is controlled by the GODREJ family based in Mumbai, India.
Its shares are not listed on any Stock Exchange. About one-fourth of the Company's share capital
is held by Pirojsha Godrej Foundation, a public charitable trust.
Branches (Sales and Service) and Retail Showrooms
Mumbai, Ahmadabad, Bhopal, Indore, Jabalpur, Pune, Raipur
New Delhi, Chandigarh, Faridabad, Ghaziabad, Jaipur, Kanpur, Lucknow
Chennai, Bangalore, Coimbatore, Hyderabad, Kochi, Pondicherry, Trivandrum, Visakhapatnam
Kolkata, Bhubaneswar, Guwahati, Ranchi, Patna
The Company has a network of 38 Company-owned Showrooms, more than 2,200 Wholesale
Dealers, and more than 18,000 Retail Outlets.
The Company has Representative Offices in Sharjah (UAE), Nairobi (Kenya), Colombo (Sri
Lanka) and Riyadh (Saudi Arabia).
Employees
8,900 (including 2,000 in Sales and Service)
Bankers
CENTRAL BANK OF INDIA, Mumbai 400 023
UNION BANK OF INDIA, Mumbai 400 021
CITIBANK N.A., Mumbai 400 051
BNP PARIBAS, Mumbai 400 001
ICICI BANK LTD., Mumbai 400 021
STATE BANK OF PATIALA, Mumbai 400 021
UTI BANK LTD., Mumbai 400 001
Statutory Auditors
KALYANIWALLA & MISTRY, Chartered Accountants
127 Mahatma Gandhi Road, Mumbai 400 023

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Sales (Unconsolidated)
Sales including Excise Duty (Fiscal Year 2004-05): Rs. 17,821 million (US$ 410 million)
Businesses
The Company has the following businesses (with respective ISO certifications), which
manufacture and/or market a wide range of consumer durables and industrial products:
Appliances (ISO 9001/14001)
Refrigerators, Washing Machines, Microwave Ovens and DVD Players
Furniture and Interiors: (ISO 9001/14001)
Office Furniture, Seating and Desking Systems, Computer Furniture and Open Plan Office
Systems, Office and Home Storwels, Sofas and Recliners, Home Furniture, Filing Cabinets and
Filing Systems, Book Stacks and Cases, Sliding/Tambour Door Units, Personal/Industrial
Lockers, Customized Storage Systems, Roll-formed Slides and Components for Furniture
Locks: (ISO 9001)
Padlocks, Cylindrical Locks, Mechanical and Electromechanical door locks and related hardware
Security Equipment & Solutions: (ISO 9001 / 14001)
Strong Room Doors, Safe Deposit Lockers, Cash Boxes and Coffers, Data/ATM Safes, Burglary
and Fire Resisting Safes, Record & Filing Cabinets, Electronic Coffers, Currency Sorters and
Cash Counting Machines, Fire/Security Doors, Fire and Burglar Alarm/Premises Security
Systems, Video Door Phones, CCTV System, Access Control Systems
Prima Office Equipment (ISO 9001)
Office Automation Photocopiers, Fax, Multifunction devices and Mechanical Typewriters
(available in over thirty languages); Conferencing Products and Solutions Projectors, Video
and Teleconferencing Equipment, Plasma Displays and Electronic Printboards; Vending
Machines

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Storage Solutions (ISO 9001/14001)

Multiflex and Heavy Duty Storage Systems, Tool Storage Cabinets, Gravity-flow, Mobile and
Drive-in System Components, Mezzanine Floors, Cantilever Storage Systems, Workshop
Equipment and Special Solutions
Material Handling Equipment (ISO 9001/14001)
Forklift Trucks (Diesel, Electric and LPG) and Attachments, Container Handling Trucks,
Warehousing and Personnel Access Equipment, Spare Parts, Services and Maintenance
Contracts.
Industrial Products (ISO 9001/14001)
Precision Toolings (Press Tools/Plastic Injection Moulds/Vacuum Forming Moulds/Pressure
Die-Casting Dies), Special Purpose Machines, High Precision Components/Equipment for
Engineering and allied industries, Sheet Metal Working Machines Sales and Service
Process Plant and Equipment (ISO 9001, ASME U, U2, S and R Stamps, SQL M
Stamp China)
Pressure Vessels, Columns, Reactors, Electro polished Reactors, Shell & Tube Heat Exchangers,
Trays, Tower Internals and other Custom-built Fabrication
Construction and Real Estate (ISO 9001/14001)
Ready Mix Concrete, Construction Projects, Property Development, Horticulture and Envirotech
Services
Electrical and Electronics (ISO 9001/14001)
Electrical Power Distribution System, Compressed Air Control System, Electronic Technology
Solution Provider (Hardware, Software, Retrofitting, Process Control and Instrumentation,
Industrial Automation), Energy Conservation, Electrical Contracts.

The Godrej Business Profile

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Major Companies, Lines of Business and Annual Sales

(Including Excise Duty)
1. Godrej & Boyce Mfg. Co. Ltd.
SUBSIDIARIES OF GODREJ & BOYCE MFG. CO. LTD.
(Figures in brackets indicate the Companys interest)

Rupees
US $
(in million) (in million)
@ Rs. 43.47
17,821
410.0

2. GODREJ INDUSTRIES LTD. (64%) (Listed on the Stock Exchange)

Industrial Chemicals: Fatty Acids, Glycerin, Fatty Alcohol,
8,212
Alpha Olefin Sulphonates Others: Edible Oils, Processed Foods,
Medical Diagnostic Products
3. GODREJ APPLIANCES LTD. (99%)
Air-conditioners

188.9

179

4.1

4. GODREJ INFOTECH LTD. (52%)

InfoTech Services and Software Development

132

3.0

5. GODREJ FOODS LTD. (75%) (Listed on the Stock Exchange)

Bulk Trading in Vegetable Oils

232

5.3

6. GODREJ (MALAYSIA) SDN. BHD., Malaysia (83%)

Steel Furniture and Equipment

93

2.1

7. GODREJ (SINGAPORE) PTE. LTD., Singapore (52%)

Steel Furniture and Equipment

107

2.5

MAJOR SUBSIDIARIES OF GODREJ INDUSTRIES LTD.

8. GODREJ AGROVET LTD.
(58% held by Godrej Industries Ltd.)
Animal Feeds, Agri-Inputs, Oil Palm, Processed Poultry Products
& Rural Retailing
9. GOLDMOHUR FOODS & FEEDS LTD.
(100% held by Godrej Agro vet Ltd.) Animal Feeds
10. GODREJ PROPERTIES LTD.
(79% held by Godrej Industries Ltd.)
Real Estate and Property Development
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5,628

129.5

3,069

70.6

416

9.6

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11. GODREJ HICARE LTD.

(86% held by Godrej Industries Ltd.)
Pest Management Services

120

2.8

Contd.
12.GODREJ REMOTE SERVICES LTD.
(99% held by Godrej Industries Ltd.)
Medical Transcription

24

0.6

13.GODREJ INTERNATIONAL LTD.

Isle of Man (100% held by Godrej Industries Ltd.)
International Trading

1,697

39.0

14.GODREJ GLOBAL MID EAST FZE. Sharjah, UAE

(100% held by Godrej International Ltd.)
International Trading

74

1.7

15.GODREJ TEA LTD.

(71% held by Godrej Industries Ltd.)
Branded Tea

157

3.6

MAJOR AFFILIATES (Figures in brackets indicate the extent of Combined Holding)

16.GODREJ CONSUMER PRODUCTS LTD.
(58%) (Listed on the Stock Exchange)
Personal and Household Care Products
(Soaps, Detergents, Hair Colour and Toiletries)

6,035 138.8

17.GODREJ SARA LEE LTD.

(49%) (A Joint Venture with Sara Lee Corp., USA)
Household Insecticides

18.GEOMETRIC SOFTWARE SOLUTIONS CO. LTD.

(20%) (Listed on the Stock Exchange)
Engineering Software Development

19.GODREJ EFACEC AUTOMATION & ROBOTICS LTD.

(50%) (A J.V. with Efacec Automacao Robotica S.A., Portugal)
Automated Storage and Retrieval Systems and
20
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4,779 109.9

954

22.0

140.3
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Automated Warehousing Solutions

20.MERCURY MFG. CO. LTD., SEZ, Chennai (50%)
Steel Furniture and Office Equipment

171

3.9

21.GODREJ & KHIMJI (MIDDLE EAST) LLC. Oman (49%)

Steel Furniture and Office Equipment

120

2.8

22.GODREJ (VIETNAM) CO. LTD., Vietnam (100%)

Steel Furniture and Office Equipment

85

2.0

50,119

1,152.9

Company Profile

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J. N. GODREJ
Chairmans Message:The corporate landscape is undergoing several sweeping changes and Indian companies
across sectors have begun to pursue growth both within the country as well as overseas.
Today, as India competes in an increasingly globalized economy, the Godrej Group is ready to
play a major role in the Indian growth story.

At Godrej, we have always successfully competed with MNCs in India and abroad and kept
the spirit of enterprise alive. This has been possible for various important reasons. The Godrej
name is synonymous with trust. It is a well-documented fact that trust lowers transaction costs,
corruption, and bureaucracy. Thus, trust is a source of significant competitive advantage to us.
I firmly believe that our highest standards of corporate governance, modern management and
use of cutting edge technology and long-term, performance-focused strategies will be the key

Board of Directors
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Chairman & Managing Director: J. N. Godrej

Other Executive Directors: P. D. Lam, K. A. Palia, V. M. Crishna, and A. G. Verma

Mr. Jamshyd N. Godrej graduated in Mechanical Engineering from Illinois Institute of

Technology, USA. He joined the Board of Management of Godrej & Boyce Mfg. Co. Ltd. as
Director in 1974, became Managing Director in 1991 and Chairman of the Board in 2000.

________________________________________________________________________

Mr. G. Sunder Raman

Vice president of Godrej & Boyce Mfg. Co. Ltd.
____________________________________________________________

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Mr. B.D. Joshi, President, Godrej & Boyce

Mr. George Menezes, Chief Operating Officer (Appliance Division), Godrej & Boyce
Manufacturing Co Ltd.
________________________________________________________________________

Mr. Pankaj Abhyankar

Sr. Manager, Quality of Godrej & Boyce Mfg. Co. Ltd.

Mr. Kamal Singh

Deputy Manager Consumer durables
Of Godrej & Boyce Mfg. Co.Ltd.

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Organizational Structure [Jaipur]

Mr. Rajeev Jhangiani
(Clustered Head)

Mr. Sourabh Pareek

(Country Head)

Mr. Shankeran
(National Head)

Mr. Sunil Pathil

(National Head)

Mr. Rahul Dev Pal

(National Head)

Mr. Vikas Shrivastav

(Branch Head)
Senior Sales Executive

Mr. Apar Gupta

Mr. Achal Sharma
Mr. Farhan Walele
(. Conference
Products)

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Mr. Vishal Sharma

(Vending Machine)

Mr. Amit Prasad

(G.P.)

Mr. Bhupesh
(Service)

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Milestones:-

Ardeshir Godrej (1868-1936) was the first Indian manufacturer to displace well entrenched
foreign brands from the market. The word GODREJ, etched into the metal of his locks, became a
symbol of self-reliance for the generations that followed.
With each new product Ardeshir changed perceptions of industry in India. He produced
the first finest security equipment, and stunned the world by creating soap from vegetable oils.
What started as a dream had become a movement, but it was left to another man to carry it
forward.
On 7th May, 1897, Ardershir Godrej gave up law and took up lock making. Godrej and Boyce
Mfg. Co. Ltd., was established at Lalbaug, Mumbai. This was the holding company of the Godrej
Group. On 3rd March, 1932, it was incorporated with limited liability. Even though Boyce was a
business partner for a limited period only, his name was retained for legal purposes. To know
more about Godrej & Boyce Mfg. Co. Ltd.
The Godrej Name displaced well established foreign brands from the Indian market. The name
'Godrej' engraved into the shiny metal of the Godrej Locks came to be known as a symbol of self
reliance, trust-worthiness, assertiveness and progressiveness for a new generation of Indians.
Ardeshir Godrej's relentless quest of self-reliance made him explore newer avenues of
opportunities. Manufacturing Soap was one of them. In the year 1918, Godrej Soaps Limited
came into being. In 1920, he revolutionized the Soap industry by manufacturing the first toilet
soap purely from vegetable oils. Before that, animal fat was used in soap manufacture. For his
achievement, Ardeshir Godrej was bestowed with praises from India and from foreign lands too.
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Corporate Timeline:1.

1897 - Godrej & Boyce Mfg. Co. Ltd. was established.

2.

1918 - Godrej Soaps Limited was incorporated.

3.

1971- Godrej Agrovet Limited began as an Animal Feeds division of Godrej Soaps.

4.

1974 - Veg oils division in Wadala, Mumbai was acquired.

5.

1990 - Godrej Properties Limited, another subsidiary, was established.

6.

1991 - Foods business started. Godrej Agrovet Limited was incorporated.

7.

1994 - Transelektra Domestic Products was acquired.

8.

1995 - Transelektra forged a strategic alliance with Sara Lee USA.

9.

1999 - Transelektra was named Godrej Sara Lee Limited.

10.

2001 - Godrej Consumer Products was formed as a result of the demerger of Godrej
Soaps Limited. Godrej Soaps was renamed Godrej Industries Limited.

11.

2002 - Godrej Tea Limited was set up.

12.

2003 - We entered the BPO solutions and services space with Godrej Global Solutions
Limited.

13.

2004 - Godrej HiCare Limited was set up to provide a Safe Healthy Environment to
customers by providing professional pest management services.

14.

2006 - The foods business was merged with Godrej Tea and Godrej Tea was renamed
Godrej Beverages & Foods Limited.

15.

2007 - Godrej Beverages & Foods Limited formed a JV with The Hershey Company of
North America and the company was renamed Godrej Hershey Foods & Beverages
Limited.

In April 2001, Godrej Industries was formed the consumer products division of Godrej Soaps
Limited was de-merged to form Godrej Consumer Products Limited. In the same year, Godrej
Soaps was renamed Godrej Industries Limited. Godrej Industries expanded its portfolio of
products. It added a slew of investments to its associate companies, while re-in forcing its
existing businesses that include oleo chemicals, veg oils and medical diagnostic equipment.

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As they say no guts, no glory. But at Godrej, we must say it has

been a glorious 106 years of being the face of Indian industry. We have always set the trends,
always defined the market place and always achieved our glory. Here is a quick preview of the
various milestones we have crossed in the past 106 years
Corporate Timeline:-

1897 - Godrej & Boyce Mfg. Co. Ltd. was established.

1918 - Godrej Soaps Limited was incorporated.

1971- Godrej Agrovet Limited began as an Animal Feeds division of Godrej Soaps.

1974 - Veg oils division in Wadala, Mumbai was acquired.

1990 - Godrej Properties Limited, another subsidiary, was established.

1991 - Foods business started. Godrej Agrovet Limited was incorporated.

1994 - Transelektra Domestic Products was acquired.

1995 - Transelektra forged a strategic alliance with Sara Lee USA.

1999 - Transelektra was named Godrej Sara Lee Limited.

2001 - Godrej Consumer Products was formed as a result of the demerger of Godrej
Soaps Limited. Godrej Soaps was renamed Godrej Industries Limited.

2002 - Godrej Tea Limited was set up.

2003 - We entered the BPO solutions and services space with Godrej Global Solutions
Limited.

2004 - Godrej HiCare Limited was set up to provide a Safe Healthy Environment to
customers by providing professional pest management services.

2006 - The foods business was merged with Godrej Tea and Godrej Tea was renamed
Godrej Beverages & Foods Limited.

2007 - Godrej Beverages & Foods Limited formed a JV with The Hershey Company of
North America and the company was renamed Godrej Hershey Foods & Beverages
Limited.

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In April 2001, Godrej Industries was formed the consumer products division of Godrej Soaps
Limited was de-merged to form Godrej Consumer Products Limited. In the same year, Godrej
Soaps was renamed Godrej Industries Limited. Godrej Industries expanded its portfolio of
products. It added a slew of investments to its associate companies, while re-in forcing its
existing businesses that include oleo chemicals, veg oils and medical diagnostic equipment.
As they say no guts, no glory. But at Godrej, we must say it has been a glorious 106
years of being the face of Indian industry. We have always set the trends, always defined the
market place and always achieved our glory. Here is a quick preview of the various milestones
we have crossed in the past 106 years.

Mission & Vision:-

Mission:1.

Godrej Mission is to operate in existing and new businesses which capitalize on the
Godrej brand and corporate image of reliability and integrity.

2.

Godrej objective is to delight our customer both in India and abroad.

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3.

We shall achieve this objective through continuous improvement in

quality, cost and customer service.

4.

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

VENDING INDUSTRY
The vending machine business in India is driven by the refreshment and drink manufacturers.
Pepsi coke set up their own machine at strategic consumption of the city. Hul, Nestle, Tata,
consolidate coffee- all four of them lend them brand names and respectability to the
manufacturers of vending machine and in the bargain expand their base of captive consumers.
Based on the mapping study and the secondary research we listed 64 manufactures of vending
machine India. On reaching out of those, we found that on reaching out to these, we found that
nearly 25% of them have either closed down or have shifted focus to other business due to low
volume of sales. More than 80% of the vending machines in India are indigenously made.
The machines made in India are mostly liquid mixing type tea/ coffee etc. Non mixing type
those which dispense food packs are rarely manufactured in India. The production capacity of
these manufacturers is very low. Typical production capacity ranged from 25 to 100 machines
per month. More than 30% of the manufacturers have less than 50 machines/ month
capacity.74% of the company.Most manufacturers focus only on their own city and not even on
regional level. They have limited marketing and financial capabilities to reach out to a larger
geographical area.ies use Indian technology. 23% claim to have foreign collaboration.
Key Drivers of Vending Machines Business users view
Flexibility in Tea / Coffee consumption
Overall cleanliness of the office
Reduction in unproductive labor keep lean and focused teams
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Key Drivers of Vending Machines Business Marketers view

Film rolls Instant Gratification of need
Primarily among Food marketers
Opportunity lost is sales lost forever
Assured Quality of products
-Dabur reduce manipulation at juice stalls
-Kodak / Konica eliminate spurious
Technology used for the machines
5.

Imported Machines are used by Pepsi, Coke, Vivita, and Kama sutra Condoms.

6.

Indian Machines are used for Brooke Bond, Nescafe and Tata Tea.

7.

Assembled machines -are used for Haldirams, Britannia and Cadburys.

Reasons to Import

No one makes them in India.

Indian technology not as per their need
Trends in Vending machine proliferation in India
Coffee Bars

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8.

Coffee marketers are taking a leaf out of the West, by introducing

coffee bars in stylish and fashionable ambience in Metro cities.

9.

Caf Coffee Day , Barista , Qwiky are the three prominent coffee bar chains in India
growing very rapidly.

10.

The thrust of these are in marketing coffee as a gourmet drink to be relished.

11.

Caf Coffee Day plans to expand to 100 outlets from 18 now in next 2 years, Qwikys
plans to open 55.

Water Vending
12.

Eureka Forbes has launched Aqua life vending stations for railway stations and other
public places.

13.

Thermax has installed water purifier cum vending machines in railway stations. These are
manned machines and their pilot project at Pune Railway Station and Koregaon Park
have done well.

14.

Bisleri has also installed a water vending machine at Chennai airport.

This market is nascent, but price sensitive

Soft Drink Marketers
15.

Both Coke and Pepsi plan to install about 6500 7000 machines per year in the next 2
years.

16.

They expect the growth rate to stabilize at about 10% per annum since they have
aggressively grabbed key locations in all metro cities.

17.

Can vending machines are not a success in India and hence both do not plan to invest in
them.

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Product profile:
Godrej VENDING MACHINES

Vending Machines are those machines which supplies or dispense any material as & when
required. These Vending Machines are manufactured for supply of specific material.
The following are few types of Vending Machines:18.

Hot Beverage Vending Machine

19.

Cold Beverage Vending Machine

20.

Hot & Cold Beverage Vending Machine

21.

Water Vending Machine

22.

CAN Supplying Vending Machine

HOT BEVERAGE VENDING MACHINE

This machine dispenses hot beverages like Tea, Coffee, Soup, etc. The machine mixes the
ingredients (i.e. Premix) with water, to dispense the required beverage, as commanded to the
machine. The beverages are dispensed into suitable cups placed by the user.
The machine can dispense drinks coming from instant ingredients; i.e.; Premix, by the
Programming Functions preset inside the machine. The machine is preset to serve Full Cup Tea,
Full Cup Coffee & Half Cups as Flavor3 & Flavo

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GODREJ HOT BEVERAGE VENDING MACHINE

Leading edge technologies, stringent quality control and excellent After-Sales-Service are the
key ingredients that have made Godrej a trusted name. PrimaVend Vending Machine is an
epitome of the same quality & assurance.
Known for providing world-class products, Godrejs PrimaVend is no exception. Its compact size
& eye-catching colours compliments the aesthetic appeal of the customers office.
All the spares of the machine can be dismantled easily for cleaning. Even the Boiler Tank and the
Heating Element are easy to clean. The Prima features of PrimaVend are as under:HYGIENE: 23.

Food Grade Material

24.

Seamless Water Tank

25.

Easy Cleaning

26.

Rinsing Facility

DIGITAL TECHNOLOGY : 27.

Digital Water Level & Temperature Settings

28.

Digitally Controlled & Password Protected

29.

Handle Wide Range of Voltage Fluctuations

30.

Shuts Off automatically, if not used for 3 hours

31.

Various Counters to keep track/ Control no. of Cups Dispensed

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VARIOUS MODELS OF GODREJ VENDING MACHINES

32.

2 CAN Bubble Top (with Float Mechanism)

33.

2 CAN Vending Machine Storage Type (with Token Mechanism)

34.

4 CAN Vending Machine Storage Type (Token Enabled)

UNDER-DEVELOPMENT MODELS OF GODREJ

6 CAN Vending Machine Storage Type (with Token Mechanism)

Bean to Cup Vending Machine

Water Vending Machine

GODREJ 2 CAN Bubble Top Machine:This machine has 2 Canisters in which the premix is filled inside the machine. These 2 Canisters
can be used for the combination of any 2 flavors; like Tea & Coffee, Tea & Soup or Coffee &
Soup. An external Bubble Top Container is attached with the machine for Water Supply.
This machine has advanced Float Sensing Mechanism to sense the level of Water in the Boiler
with accuracy, and to avoid scaling which is formed due to the use of hard water in the machine.
This machine does not have token mechanism in it; that means the machine is ready-to-use for
every user.
The machine has Full Cups & Half Cups Options for both the flavors. The Half Cup Options are
called Flavor3 & Flavor4. The machine also has rinsing facility to ensure the cleaning of the
machine. Every time when the machine is turned on, it asks to rinse after getting ready. The
temperature of the machine is preset on 92 Degrees Centigrade, as per factory settings. It can be
changed to minimum 80 Degrees and maximum 97 Degrees.
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The machine has unique mixing bowl, wherein the premix and water are mixed with the help of
electronic motor, for creamy beverage. The taste of the beverage can be adjusted as per the
requirement of the user, with the help of External Programming Module. All the spares of the
machine are easy to dismantle and clean, including the Boiler Tank. The machine has specially
designed canisters, which prevents caking of premix and gives consistent premix quality. The
machine has Auto-Shut-Off feature, which ensures that if the machine is not in use for 3 hours,
the machine automatically shuts-off for power-saving. The machine has Digital Permanent
Counter & Temporary Counter to keep track of the number of cups dispensed from the machine.
The Technical Specifications of the machine are as under:-

Size-Dimension (H*W*D)
Main Power Supply
Power Supply
Operating Voltage Range
Weight
Indicator
Cups Per Minute
Initial Start-Up Time

655 mm x 230 mm x 430 mm

15A, 230V, 50Hz
SMPS
110V to 300V
23 kg
1 Line LCD
5-6 Cups/minute
7-8 minutes (Depends on the environment in which

Water Supply Options

the machine is installed)

On Line

(In Different Models)

Bubble Top

External Pump

Inverted Bubble-Top
2 KW
1.4 Litres
1.7 Litres
Tea

Coffee

Flavor3

Flavor4

Temporary Count

Heater
Boiler Capacity
Canister Carrying Capacity
Buttons on Control Panel

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Page 29

Permanent Count

Maximum & Minimum Temperature

Rinse
80 Degrees to 97 Degrees Centigrade

Settings
Mixing System
Power Consumption at Peak Output
Half Cup/Full Cup Option

Whipper Motor
1.0 Unit
Programmable

Business Model of vending machines for machine sales

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Page 30

For sell a machine first a company made vending machine if the company is not a vending
machine manufacture than it hire the machine from any local manufactures than dispatch
the machine and premix to its dealer and in end process company sell the machine to
customer.

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TYPES OF PREMIXES OFFERED BY GODREJ

Coffee Classic Premix

Plain Tea Premix

Cardamom Tea Premix

Ginger Tea Premix

Lemon Tea Premix

Masala Tea Premix

Tea Bags (100 bags pack)

Normal Sugar Dairy Whitener

Low Sugar Dairy Whitener

Tomato Soup Premix

Veg. Soup Premix

Sweet Corn Soup Premix

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Products:
Following products are manufactured by Godrej& Boyce

Vending Machine& Premix

Call us on Monday through Saturday on 91-22-60000677 from 9:00 a.m. to 5:00 p.m. or write
to us on [email protected]

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Page 33

Product Information
Godrej & boyce mfg. Co. Ltd. Offers godrej primavend. This
is the latest addition to range of offerings in vending
machine.
the two main factors taken into account while designing this
product were health and safety. Besides, the best of breed
technology used make it one of the most convenient & easy
to handle vending machines in the market today. Godrej`s
primavend is no exception for providing world class
machine. Its compact size and eye catching colour will
compliment the aesthetic appeal of the office.

Supplier Name :

Godrej & Boyce Mgf. Co. Ltd.

Address :

Prima Division, Plant No. 18b,

Pirojshanagar, Vikroli,
Mumbai - 400079,
Maharashtra,
India.

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Page 34

Recently Updated Products

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requirements of sheet metal and tool kit. The range of product includes...
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Page 35

Coffee Vending

Mittal International presents Bolero Coffee Vending machine for serving

hot coffee or hot chocolate instantly. The Bolero Coffee Vendin...
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AB...
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CONFRENCING PRODUCT

Digital Imaging Products

In todays corporate world, clinching a deal, seeking project approvals or even
mapping future plans is incomplete without the edge of a great presentation. It has the
ability to create a huge impression for you and your company. Getting the undivided
attention of your audience during presentations is essential. It therefore is necessary
to acquire modern, cutting-edge presentation systems for making that effective and
impactful presentation. And that can only be accomplished when you use top-of-theline presentation equipment that only we can provide.

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Page 36

Audio Visual Solutions

Hold your Conference with Confidence. Since inception, Godrej has been a trusted name for
millions of customers & this has made Godrej the most preferred provider of products and
services for over a century. Now, Godrej in association with some of the worlds most
recognized names in business conferencing brings to you a spectrum of hi-tech Conference
Solutions. You can now be assured that whenever your company holds a conference, it will be
with confidence.

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FINANCIAL STATEMENT

Godrej & Boyce closed financial year (FY) 2008 with a 179 per cent increase in net profit at Rs
109 crore on a 32 per cent rise in revenue at Rs 2,843 crore. The company, which has a share
capital of Rs 6.62 crore, also has a strong balance sheet with reserves of Rs 550 crore and
investments with a market value of over Rs 4,500 crore. Of this, Rs 3,000 crore is the current
worth of its stake in its listed subsidiary - Godrej Industries. It has over a dozen unlisted
subsidiaries where there could be a potential for unlocking value.
The first product manufactured by the group was lock. While two Godrej Group companies that
manufacture soaps and edible oil are listed, Godrej & Boyce is still privately held. And, it is the
jewel of the Group with its FY08 turnover close to Rs 3,000 crore and profit of over Rs 100
crore.
Financial Statement of Godrej & Boyce (Financial yearo7 & 08, in cr.)

FY 07

FY 08

Revenue

2164 (cr.)

2843 (cr.)

Net profit

39 (cr.)

109 (cr.)

Other metrics
Reserve

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554 (cr.)

Page 38

EPS (rs.)

1656

Revenues

Cr.

Share (%)

Steel furniture

54

19

Refrigerator

615

22

Locks

162

Industrial goods

647

23

FY07

Unit sales

(%)

Steel

1.15 cr

57

Locks

57 lakh

100

Refrigerator

8.64 lakh

62

Balance Sheet of Godrej

Industries

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------------------- in Rs. Cr. -------------------

Page 39

Mar
'04

Mar '05

Mar '06

Mar '07

Mar '

12
mths

12 mths

12 mths

12 mths

12 mt

Total Share Capital

29.19

29.19

29.19

29.19

31.

Equity Share Capital

29.19

29.19

29.19

29.19

31.

Share Application Money

0.00

0.00

0.00

0.00

0.

Preference Share Capital

0.00

0.00

0.00

0.00

0.

229.41

275.86

319.25

363.17

1,009.

32.57

30.32

22.91

18.26

16.

Networth

291.17

335.37

371.35

410.62

1,058.

Secured Loans

168.14

220.76

249.11

330.92

249.

42.36

35.57

78.03

136.77

186.

Total Debt

210.50

256.33

327.14

467.69

435.

Total Liabilities

501.67
Mar
'04

591.70

698.49

878.31

1,494.

Mar '05

Mar '06

Mar '07

Mar '

12 mths

12 mths

12 mths

12 mt

Sources Of Funds

Reserves
Revaluation Reserves

Unsecured Loans

12
mths

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Application Of Funds
Gross Block

489.50

497.29

536.40

542.58

558.

Less: Accum. Depreciation

236.08

261.92

255.68

273.03

291.

Net Block

253.42

235.37

280.72

269.55

266.

3.14

15.63

5.22

17.49

4.

Investments

265.33

335.77

371.35

485.67

775.

Inventories

109.44

107.52

118.92

155.15

197.

71.02

86.04

58.07

92.53

156.

5.30

6.41

4.06

5.29

3.

Total Current Assets

185.76

199.97

181.05

252.97

357.

Loans and Advances

60.66

54.73

84.79

111.23

155.

0.28

7.37

8.54

20.08

291.

246.70

262.07

274.38

384.28

803.

0.00

0.00

0.00

0.00

0.

228.80

208.93

203.34

228.26

281.

40.23

49.48

52.02

66.44

85.

Total CL & Provisions

269.03

258.41

255.36

294.70

367.

Net Current Assets

-22.33

3.66

19.02

89.58

436.

2.09

1.26

22.19

16.02

10.

501.65

591.69

698.50

878.31

1,494.

Contingent Liabilities

98.40

143.35

91.25

111.03

124.

Book Value (Rs)

53.16

62.71

71.63

13.44

32.

Capital Work in Progress

Sundry Debtors
Cash and Bank Balance

Fixed Deposits
Total CA, Loans & Advances
Deffered Credit
Current Liabilities
Provisions

Miscellaneous Expenses
Total Assets

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Page 41

[Type text]

Page 42

Profit loss account

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Page 43

Mar ' 08

Mar ' 07

Mar ' 06

Mar ' 05

Mar ' 04

724.65

655.39

742.63

763.86

716.66

409.35

443.25

496.65

507.27

475.30

Manufacturing expenses

66.27

57.06

51.28

52.27

42.50

Personnel expenses

79.58

62.66

67.35

68.72

65.26

Selling expenses

49.09

39.89

41.60

32.18

29.79

Adminstrative expenses

45.82

36.33

40.44

33.19

19.50

Expenses capitalized

-7.49

-6.73

-5.38

-5.78

642.63

632.46

691.93

687.85

632.35

Operating profit

82.02

22.93

50.71

76.01

84.31

Other recurring income

35.48

68.26

33.08

26.17

17.04

Income
Operating income
Expenses
Material consumed

Cost of sales

Adjusted PBDIT

117.50

91.20

83.79

102.19

101.35

Financial expenses

38.28

39.02

24.31

17.45

17.00

Depreciation

25.47

24.26

22.59

21.48

21.50

53.75

27.92

36.89

63.25

62.85

2.22

2.23

14.99

-0.69

-1.29

Adjusted PAT

51.53

25.69

21.90

63.94

64.14

Non recurring items

56.28

52.59

49.30

11.81

-0.35

1.00

-0.22

-0.08

0.02

1.89

108.81

78.06

71.12

75.77

65.68

382.02

315.16

271.94

230.58

177.84

39.97

29.19

24.32

19.46

14.59

Other write offs

Adjusted PBT
Tax charges

Other non cash adjustments

Reported net profit

Earnigs before appropriation

Equity dividend
Preference dividend

6.79

4.96

3.41

2.73

1.87

335.25

281.01

244.21

208.39

161.37

Dividend tax
Retained earnings

SWOT ANALYSIS

Strength:
Already[Type text]
Tomato
brand name.
Its has its

good
Pageexisting
44
Mix
Mix
Veg.
Veg.
Sweet
Sweet
Corn
Corn
Coffee
Classic
Coffee
Classic
Other
(Please
Specify)
Ginger
Cardamom
Lemon
Others(Please
Others
Specify)
Normal Sugar
Low SugarOther(Please
Daily
OtherSpecify)
(Please Specify)
Other
(Please Specify)
Daily Whitener Whitener
(NDC)
(LSDW)
own
Masala
Plain
Teabag
(NSDW)