SUMMER TRAINING REPORT

ON

“MARKET ANALYSIS & BUSINESS DEVELOPMENT

OF

GODREJ GP BATTERIES IN PRIMA DIVISION

OF

GODREJ AND BOYCE Mfg. Co. LTD.

JAIPUR, RAJASTHAN”

I.S.I.M.

International School 0f Informatics and Management

Submitted in Partial fulfillment of the requirement for the

Award of the MBA from Rajasthan Technical University

Submitted by Submitted to
Mr. SOURAV JAIN Prof. Geeti Sharma

MBA-III Semester

1
 AKNOWLEDGEMENT

I would like to express my whole hearted and deep gratitude to all who
helped me, whole heartedly for the completion of “MARKET
ANALYSIS DEVELOPMENT OF GODREJ GP BATTERIES
PRIMA DIVISION OF GODREJ & BOYCE MANUFACTURING
CO. LTD”

I express my deep regards and gratitude to Mr. kamal Keshwani, Area

Sales Manager (GP Batteries) Rajasthan, Mr. Apar Gupta, Regional
Business Head (Conferencing Business) Rajasthan, Mr. Vikash
shrivastava (Branch head of prima division Rajasthan), and Mr.
Bhupesh kumar Buthra, Area Services manager (Rajasthan).

I would also like to thank my faculty for giving me this opportunity to do

the internship.

2
 PREFACE

We want to express our experience and practical knowledge that we

gained during the summer training at GODEREJ & Boyce Mfg.Co.Ltd.
It was our first experience when we went to the market not to buy any
thing but to do the survey and to promote the sales of the product in the
market. The basic need of the survey is to ensure about the policies and
the strategies in the market. On first day we were nervous, but because of
the good image of the GODERJ in the market the people attended us
positively. Many people came themselves to us for knowing the details
about the product.

For accomplishment of the project report we daily think about the

conditions and views and then we used to compose the whole thing on
computer. In making the project report theoretical knowledge was needed
more than the practical which was given to us by our Professors in our
institute.

In the market the experience relating to the practical knowledge was very
good which realized us about the real conditions of the marketing. all care
has been taken and an attempt has been made to give as much clarity and
conclusive evidence as possible within the short tenure of the study.

The project flows logically consisting of market research, data collection

method and questionnaire. It is hoped that the findings and the
suggestions will help the company, confidently to formulate its strategy
in comparison to its competitors. We have enjoyed our summer training

3
at GODREJ and have learnt lots of new things, which will be helpful to
us during our work in any organization. We thank GODREJ for giving us
this opportunity at their office and being good to us all the time.

We promise our help wherever needed to the company, we also yearn to

work for the company in future. We hope the administration to think over
our work for a while.

4
 CONTENTS

• Company Profile

• History of Prima

• Mission and Vision

• Godrej Business Profile

• Various SBU’S of prima division

• GP batteries

• Corporate Profile

• Objective of the study

• Research Methodology

• Limitation of study

• Analysis

• SWOT Analysis

• Project Finding

• Recommendation & Suggestion

• Bibliography

5
 J. N. GODREJ

Chairman’s 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 drivers in future years.

6
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.

7
 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.

8
 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.

9
 • 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.

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.

10
 History of Prima

200 million years ago man began its journey of evolution and
what differentiated him from other species was his ability to speak and to
write. What began with cave paintings as a means of communication has
now evolved into video conferencing and internet of today’s era. But this
long journey would not have been completed had it not been for the
advent of various instruments one of which was typewriter.

The importance of typewriter was gauged early by the farsighted Mr.

Naval Godrej.

He conceptualized the idea of indigenous manufacturing of

typewriters as early as 1945. While developed nations like Japan shied
way from manufacturing of such high precision and accuracy device like
typewrite, India was brought to the forefront and in doing so Godrej
became the first company to manufacture typewriter not only in India but
the whole of Asia.

Godrej entered the market with launch of its M9 typewriter in 1955.

In never ending passion to further improve and enhance the

quality of it’s offering, Godrej launched its M12 model in 1960 in
11
collaboration with Machine Werke of East Germany. Owing to it’s
advanced characteristics and features it was a major hit with the end
users.

Although Godrej was the sole Indian manufacturer of typewriter, it

faced fierce competition from foreign players like Remington.

But it was in 1983 with launch of Godrej PRIMA typewriter

that Godrej wiped out these competitors and gained a sizeable market
share of 65%. The success story of PRIMA brand can be reflected in the
fact that when Godrej decided to divisionalize in 1994, a separate
division was created which was named PRIMA. So PRIMA is the symbol
of endurance, innovation and the success hard won by Godrej.

OA & Conferencing (Prima)

1955 - Produces first indigenous typewriter

1985 - Introduces electronic typewriters
1986 - The Prima typewriter enters the Guinness Book of World Records,
for non-stop marathon typing for 123 hours
1991 - Victory at World Speed Typing Championship at Brussels on the
Prima typewriter
1994 - Obtains ISO 9001 certification
1995 - Pioneers the promotion of digital multimedia projectors in India
1996 - Launches Faxes
1997 - Designs and develops an overhead projector
1999 - Launches photocopiers
2000 - Launches video conferencing equipment
2004 - Launches multifunction products
2005 - Launches hot beverage vending machines
2006 - Launches Godrej Brand of Premixes for the Hot Beverage
Vending Mach

12
Mission & Vision

13
Mission
• Godrej Mission is to operate in existing and new businesses
which capitalize on the Godrej brand and corporate image of
reliability and integrity.
• Godrej objective is to delight our customer both in India and
abroad.
• We shall achieve this objective through continuous
improvement in quality, cost and customer service.
• We shall strive for excellence by nurturing, developing and
empowering our employees and suppliers.
• We shall encourage an open atmosphere, conducive to
learning and team work.

14
Branches (Sales and Service)

Mumbai, Ahmedabad, 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

15
Statutory Auditors
KALYANIWALLA & MISTRY, Chartered Accountants
127 Mahatma Gandhi Road, Mumbai 400023

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

16
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, Refrigerators, Washing Machines,
Microwave Ovens and DVD Players 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
Padlocks, Cylindrical Locks, Mechanical and Electromechanical door
locks and related hardware.

Prima Office Equipment (ISO 9001)

Office CCTV System,

Access Control Systems

17
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

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
Industrial Products Equipment, Spare Parts, Services and Maintenance
Contracts.

18
 (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 Contra.

19
The Godrej Business Profile

Major Companies, Lines of Business and Annual Sales

Updated: October 2009

Major Companies, Lines of Business and Annual Rupees US $
Sales (including Excise Duty) (in (in million)
For the Fiscal Year ended December 31, 2008 / March million)
31, 2009
@ Rs.
48.145
1 Godrej & Boyce Mfg. Co. Ltd. 37,556 780.1

MAJOR SUBSIDIARIES OF GODREJ & BOYCE MFG. CO. LTD.

(Figures in brackets indicate the Company’s interest)

2 GODREJ INDUSTRIES LTD. (59%)(Listed on the

Stock Exchange)
Industrial Chemicals: Fatty Alcohol, Fatty Acids,
Glycerine and Surfactants 7,960 165.3
Others: Estate Management, Finance & Investments, and
Edible Oils

3 GODREJ INFOTECH LTD. (52%)

Infotech Services, ERP Practice and Software
345 7.2
Development (ISO-9001, SEI-CMM Level 4)

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

Steel Furniture and Equipment 77 1.6

5 GODREJ (SINGAPORE) PTE. LTD., Singapore

(59%) 165 3.4
Steel Furniture and Equipment

20
 MAJOR SUBSIDIARIES OF GODREJ
INDUSTRIES LTD. 165 2.5

6 GODREJ AGROVET LTD. (75% held by Godrej

Industries Ltd.) and its subsidiaries
12,047 250.2
Animal Feeds, Agri-Inputs, Oil Palm, Processed Poultry
Products and Rural Retailing
7 GODREJ PROPERTIES LTD. (81% held by Godrej
Industries Ltd.) 1,965 40.8
Real Estate and Property Development
8 GODREJ INTERNATIONAL LTD., Isle of Man
(100% held by Godrej Industries Ltd.)
International Trading
4,821 100.1

MAJOR AFFILIATES (Figures in brackets indicate the extent

of Combined Holding)

9 GODREJ CONSUMER PRODUCTS LTD. (59%) and

its subsidiaries
(Listed on the Stock Exchange) 11,330 235.3
Personal and Household Care Products (Soaps,
Detergents, Hair Colour and Toiletries)
1 GODREJ SARA LEE LTD. (49%) and its
0 subsidiaries
7,042 146.3
(A Joint Venture with Sara Lee Corp., USA)
Household Insecticides
1 GEOMETRIC LTD. (27%) and its subsidiaries
1 (Listed on the Stock Exchange)
4,858 100.9
Engineering Services (ISO-9001), PLM technologies and
solutions, Software services (SEI-CMM Level 5)
1 GODREJ EFACEC AUTOMATION & ROBOTICS
2 LTD. (50%)
(A Joint Venture with Efacec Automacao e Robotica
157 3.3
S.A., Portugal)
Automated Storage and Retrieval Systems, and
Automated Warehousing Solutions

21
1 GODREJ HERSHEY LTD. (43%)
3 Processed Foods and Beverages, Edible Oils and 1,756 36.5
Vanaspati
1 MERCURY MFG. CO. LTD., SEZ, Chennai (50%)
224 4.7
4 Steel Furniture and Office Equipment
1 GODREJ & KHIMJI (MIDDLE EAST) LLC., Oman
5 (49%) 202 4.2
Steel Furniture and Office Equipment
1 GODREJ (VIETNAM) CO. LTD., Vietnam (100%)
151 3.1
6 Steel Furniture and Office Equipment
90,658 1,883.0

22
Various SBU’s of Prima Division

23
 Potential market in Rajasthan:-
Branch

Jaipur
Top ten Markets
Go Actual Actua
Sr. Actual Estimated Univers Potentia
Town / drej % ABP Expected Primar l M. S
N Primary Potential e l
Market reta Reach '06-'07 M. S. y
o '05-'06 '06-'07 (Retail) '05-'06 .
ils '05-'06
Jaipur /
1 Jaipur U/c 7940 47300 155 92 59% 9350 20% 42700 7940 19%
2 Sardarshahar 3211 14000 68 41 60% 3000 21% 13000 3211 25%
3 Jodhpur 2533 16000 60 26 43% 3000 19% 15000 2533 17%
4 Doongarpur 1132 6000 40 27 68% 1400 23% 6000 1132 19%
5 Sikar 2010 9000 58 42 72% 2000 22% 8000 2010 25%
6 Ajmer 850 10000 44 26 58% 2000 20% 9000 850 9%
G'Nagar /
7 H'Garh 2097 10000 76 39 51% 2000 20% 10000 2097 21%
8 Udaipur 973 8500 60 29 48% 1500 18% 8000 973 12%
9 Nagaur 757 5000 38 21 55% 833 17% 4500 757 17%
10 Bikaner 873 5000 13 5 38% 1200 24% 4500 873 19%
Total 22,376 130,800 612 347 57% 26,283 20% 120,700 22,376 19%

24
25
 GP Batteries International Limited has been listed on the
Mainboard of the Singapore Exchange Securities Trading Limited
since 1991. The Group is principally engaged in the development,
manufacture and marketing of batteries and battery-related
products.

Since its establishment under the Gold Peak Group in

Hong Kong, GP Batteries has rapidly expanded to become one of
the world’s major suppliers of primary and rechargeable batteries.
It is the largest consumer battery manufacturer in China. It
supplies an extensive range of battery products to original
equipment manufacturers, leading battery companies as well as
consumer retail markets under its own GP brand name.

GP Batteries’ production facilities are located in

Singapore, Hong Kong, China, Taiwan, and Malaysia, supported
by marketing and trading offices spanning across Asia, Europe
and North America. The Group currently employs about 9,800
people worldwide and occupies a total floor area of approximately
297,000 square metres.

26
2009 February
GP Batteries formed a long-term strategic alliance with
Boston-Power, Inc of the US to develop and
manufacture Sonata, the next-generation Lithium ion
batteries for notebook computers.

2009 January
In Hong Kong, AC Nielsen's MarketTrack report ranked
GP rechargeable battery and charger the first in sales
volume and value for five consecutive years from 2004
to 2008. GP Ultra Alkaline battery was also ranked No. 1
in sales volume from 2004 to 2008.

2008 July
Sylva Industries Limited, a wholly-owned subsidiary and
the manufacturing arm of GP Batteries, received a
Bronze Award of the 2008 HKMA Quality Award from
The Hong Kong Management Association. The award
recognized Sylva's high-level of quality and
management standards as well as enduring
commitment to total quality management.

2008 June
The Group's 10 factories in China were awarded "Green
Medals" in the One Factory-One Year-One
Environmental Project ("1-1-1") Program organized by
the Federation of Hong Kong Industries in recognition of
their contribution to the environmental improvement in
Hong Kong and the Pearl River Delta region by each
completing three or more environmental projects in
2007.

2008 April
GP Batteries entered into a strategic agreement with
Vectrix Corporation of the US to develop and supply
Lithium ion batteries for Vectrix's zero emission

27
vehicles.

2007 September
GP Batteries introduced a light-weight and durable GP
Solar Charger for NiMH rechargeable batteries.

2007 May
GP Batteries launched the GP ReCyko batteries, the
new generation ready-to-use Nickel Metal Hydride
("NiMH") rechargeable batteries.

2006 December
Ningbo GP Energy Co., Ltd, upon restructuring, became
a 90%-owned subsidiary of the Group.

2006 October
GP Batteries and EVermont, Inc. of the US jointly
unveiled their latest Plug-in Hybrid Electric Vehicle with
a longer emission-free driving range at the Society of
Environmental Journalists' 16th Annual Conference in
the US.

2006 August
GP Batteries entered into a cooperation agreement with
Amita Technologies Inc. and Welldone Company to set
up a new company, GWA Energy, Inc., for the sales and
marketing of high-power Lithium polymer battery and
battery packs.

2004 June
GP Batteries entered into an agreement with Sanyo
Energy Tottori Co., Ltd to set up a joint venture
company, Ningbo GP Sanyo Energy Co., Ltd., to produce
primary Lithium batteries in China.

Changzhou Lithium Batteries Ltd, a 55:45 joint venture

between the Group and Chang Zhou Xin Qu Fu Ba
Batteries Limited, was incorporated to manufacture
Lithium coin cells in China.

28
2004 May
GP Batteries acquired a 50% interest in Aim High Group
Ltd., which enhanced the Group's presence in Eastern
Europe and Russia.

2004 April
GP Batteries entered into an agreement with Danionics
A/S of Denmark to set up a joint venture in China to
produce Lithium ion Polymer batteries.

2004 January
GP Batteries was named a Hong Kong top ten brand
name for the second time and won the Honorary Award
at the 2003 Hong Kong Top Ten Brandnames Awards
organized by the Chinese Manufacturers' Association of
Hong Kong.

2003 January
AC Nielsen's survey report in Hong Kong indicated that
GP Batteries achieved the fastest growth in sales
volume and value in the alkaline segment among other
brands in Year 2002.

2002 November
GP Batteries acquired 75% of the issued capital of
Zhongyin (Ningbo) Battery Co., Ltd. ("Ningbo
Batteries"), China's second largest alkaline battery
manufacturer. Ningbo Batteries owns the "Pairdeer"
brand which was named "China Top Brand (battery
category)".

2002 March
The "GP" brand was ranked amongst the Top 10 Best
Selling Battery Brands in China in 2001 in a survey
conducted by the National Bureau of Statistics of China.

2001 December
GP Batteries acquired the Thin Metal Film Lead Acid

29
battery production facility and intellectual properties
from Bolder Technologies Corporation in the US. This
new technology enabled GP Batteries to offer a superior
emergency starter battery for the automobile industry.
A research and development center has been set up in
Singapore after the acquisition.

2001 April
GP Batteries' Lithium ion battery plant in Taiwan
commenced the mass production of 2100mAh Lithium
ion 18650 battery. GP Batteries was one of the first in
the industry to mass-produce this 2100mAh battery.

1999 December
The Group's battery brand, "GP", won the 1999 "Hong
Kong Top Ten Brandnames Awards" organized by the
Chinese Manufacturers' Association of Hong Kong.

1998
GP Batteries acquired Duracell's Lithium Ion
rechargeable battery manufacturing facilities.

1991
GP Batteries International Limited was listed on the
Singapore Exchange Securities Trading Limited (SGX).

1990
GP Batteries International Limited was incorporated in
Singapore as the regional headquarters and holding
company of the Battery Division.

1986
Gold Peak Group started to invest in China by forming a
number of manufacturing joint ventures.

1984
Gold Peak Industries (Holdings) Limited, the parent

30
company of Gold Peak group, was listed in Hong Kong.
The public company comprised the business of the
Battery Division and Electronics Division.

1968
Gold Peak Group expanded its operations to Taiwan for
the manufacture of battery products.

1964
Gold Peak Electric Co. Ltd. was founded in Hong Kong to
manufacture dry batteries.

31
 GP Ultra Alkaline battery is especially
formulated to meet the increasing
demands of today's new generation of
high power devices such as; PDAs, Digital
Cameras, Remote Controlled Toys, Audio
and other portable devices alike.

Best for:
MD, CD Players; PDAs; Remote
Controlled Toys; Portable Devices.

Unique Design
Always plug-in for
instant energy
Charge 1 or 2 pcs of
NiMH AA / AAA

32
Unique Design
Always plug-in for
instant energy
Charge 2 or 4 pcs of
NiMH AA / AAA

AAA
9V
D C AA

GP Super Alkaline battery is especially

suitable for high to medium drain battery
operated devices. With improved
performance, it gives you longer lasting
power for today's popular portable
devices.

Best for:
Flashlights; Toys and Electronic Games;
Remote Controls; Mini Portable Radio;
MD and CD Players.

33
Ultra Plus Alkaline Material Safety Data Sheet
Volta Dimension Cross Reference
GP Model ge Ht Energi Oth
Dia (mm) IEC JIS
(V) (mm) zer er
GP13AU LR2 LR2
1.5 34.2 61.5 E95 D
P 0 0

GP14AU LR1 LR1

1.5 26.2 50 E93 C
P 4 4
GP15AU
1.5 14.5 50.5 LR6 LR6 E91 AA
P
GP24AU LR0 LR0
1.5 10.5 44.5 E92 AAA
P 3 3

GP1604 26.5(L)x17. 48.5( 6LF 6LF

9.0 522 -
AUP 5(W) H) 22 22

Ultra Alkaline Material Safety Data Sheet

GP Model Volta Dimension Cross Reference

34
 Dia Ht Energiz Oth
ge (V) IEC JIS
(mm) (mm) er er
LR2
GP13AU 1.5 34.2 61.5 LR20 E95 D
0

LR1
GP14AU 1.5 26.2 50.0 LR14 E93 C
4
GP15AU 1.5 14.5 50.5 LR6 LR6 E91 AA
LR0
GP24AU 1.5 10.5 44.5 LR03 E92 AAA
3
26.5(L
GP1604 ) x 48.5( 6LR2 6LF2
9.0 522 -
AU 17.5( H) 2 2
W)

35
TYPES OF BATTERIES:-

Batteries available in the market are usually classified as

primary batteries and rechargeable batteries.

Primary batteries are sometimes called "throw-away"

batteries because they will be discarded when they are flat, as
they cannot be recharged for reuse. Common types of primary
batteries include alkaline, zinc carbon, lithium, silver oxide and
zinc air batteries.

Rechargeable batteries can be recharged and reused for up

to 1000 times depending on usage conditions. Common types
of rechargeable batteries include Nickel Metal Hydride (NiMH),
Nickel Cadmium (NiCd) and Lithium Ion (Li-ion) batteries.

Battery types Voltage (V) Common usages

Primary
Alkaline 1.5 CD/MD/MP3
players, toys,
cameras, remote
controls
Carbon zinc 1.5 Clocks, radios,
smoke alarm
Lithium coin 3.0 Calculators,
electronic
organizers
Lithium photo 3.0 / 6.0 Cameras
Silver oxide 1.55 Watches
Zinc air 1.4 Hearing aids

36
Rechargeable
NiMH 1.2 Digital cameras,
 MP3 players,
remote controlled
racing toy cars
NiCd 1.2 Portable CD, MD,
MP3 players,
remote controlled
racing toy cars
Li-ion 3.6-3.7 Notebook
computers, PDAs,
mobile phones,
camcorders, digital
cameras

Different batteries rank in terms of performance and cost

It may have come across terms like "heavy duty", "super heavy
duty", and "longer lasting". However, they do not necessarily
reflect the service time of batteries, as battery performance
depends very much on intrinsic qualities.

Despite the higher initial cost, alkaline batteries last five to ten
times longer than zinc carbon batteries on higher current
drains, making it more economical when the current drain is
high.

Rechargeable batteries are more expensive than alkaline

OBJECTIVES
batteries especially OF THEthe
when you include STUDY
upfront cost of the
charger. However do not forget that they can be recharged up
to 1000 times. Hence they end up much more economical in
the long run.

NiCd and NiMH batteries display similar characteristics, but for

the same size, NiMH batteries can double the run time
compared with NiCd batteries per charge.

How should a consumer strike a good balance between

performance and cost when selecting batteries?

To be a smart consumer, you have to understand the power

consumption requirement of your electronic device before
deciding on which battery to go for. Generally speaking, high
power consumption electronic devices operate under high
current condition.

NiMH batteries will provide the longest operating time.

Besides, they can be recharged 37up to 1000 times. Hence the
cost per unit energy is much lower than alkaline and carbon
zinc batteries.
consumption electronic devices.

Zinc carbon batteries are the best choice for extremely low
power consumption electronic devices.

Quick Battery Selection Guide

Power Recommended
Electronic Devices
Requirement Batteries
High Digital cameras NiMH batteries,
Nickel zinc
batteries
High Handheld TV NiMH batteries
Portable MD/MP3/CD
players
PDAs
Handheld game
The following
Moderate To are Walkman
the specific objectivesAlkaline
of the study:-
batteries
High MD/MP3/CD players
Torch
1.Low Clock radio
To check out willingness Zinc
& establishment ofcarbon
state level tie ups
RemoteManufacturing
of Godrej & Boyce control batteries
Co. Ltd. with various
Smoke alarm
companies having Account with Multiple Locations (AML’s).

2. To search the potential dealer in Gangapur City and Dholpur

Voltage of a rechargeable battery
for Godrej GP batteries.
NiMH & NiCd batteries share the same nominal voltage of 1.2V
per cell, whereas batteries using a different type of chemistry
system: Lithium
3. To help ion batteries
in business provide of
development a voltage of 3.6of
GP batteries - 3.7V.
Godrej &
Boyce Mfg. Co. Ltd.

Primary batteries are fully replaceable by rechargeable

batteries
4. To findeven though
out the they are
satisfaction 1.2
level of volts
existing customers .

NiMH batteries are ideal substitutes in most cases, especially

in5.high
To power
study consumption
the Channel electronic devices.
of Distribution of Godrej & Boyce
Manufacturing Co. Ltd.

Although alkaline batteries are rated at a nominal voltage of 1.5

volts, as they begin discharging,38
their voltage continuously
drops. Over the course of discharge, the average voltage of
alkaline batteries is in fact about 1.2 volts, very close to NiMH
batteries. The main difference is that an alkaline battery starts
NiMH batteries stay at about 1.2 volts for most of the service
time.

Advantages of using rechargeable NiMH batteries

6. To create brand awareness of GP batteries of Godrej & Boyce
Performance - NiMH
Mfg. Co. Ltd. batteries
through can be more than three times
survey.
longer lasting than alkaline batteries in high power
consumption electronics devices.

Savings - They can be recharged for up to 1000 cycles, giving

you tremendous savings in the long run.

Environmentally friendly - They do not contain hazardous

materials, such as cadmium or mercury, and therefore are
more environmentally friendly.

Short circuit and its consequences

A short circuit occurs if the positive and negative terminals of

the battery are bridged by any kind of conducting materials e.g.
key chains, paper clips. Short circuits may have serious
consequences. For example, the battery temperature will rise,
causing internal gas pressure to build up and eventually
resulting in battery leakage.

To avoid short circuits, do not carry charged or fresh batteries

in the same pocket with coins or bunches of keys.

Difference between rechargeable battery chemistries

Lithium Ion (Li-ion) batteries have increased capacity and are

very lightweight. Their nominal voltage is 3.7V.

Nickel Metal Hydride (NiMH) batteries offer high capacity (over

twice the amount of Nickel Cadmium (NiCd) batteries), quick
charging capabilities and great reliability. They are especially
good for high drain applications like digital cameras and motor
toys. They are also suitable for CD players, MD players, and
MP3 players etc. The nominal voltage of NiMH batteries is
1.2V.

Nickel Cadmium (NiCd) batteries have a longer cycle life,

though shorter run-time than NiMH batteries. They are the
most cost effective rechargeable batteries and can last up to
1000 charges. They are hardy and can withstand very low
temperatures and rough use. Like
39 all rechargeable batteries,
NiCd batteries need to be completely charged before their first
use. The nominal voltage of batteries is 1.2v.
 Fast charging vs slow charging
RESEARCH METHEDOLOGY
Fast charging employs a high charging current which enables
you to charge up a NiMH battery in a relatively shorter time,
ranging from five hours to even half an hour.

Using a low charging current, slow charging often refers to

overnight charging, which normally takes over 12 hours to
charge up a NiMH battery.

However, the time it takes to fully charge a battery depends on

the charging current of the charger and the capacity of the
battery.

Imagine filling up a bucket under a running water tap. The

bigger the bucket, the longer it takes to fill it up. You can also
increase the rate of filling the bucket by turning up the tap a bit
more.

trickle charge

Trickle charge refers to an extremely low charging current that

is enough to keep the batteries in fully charged condition but
without overcharging the battery.

What is memory effect?

Memory effect occurs when the battery is charged before its

energy is fully consumed. The battery will remember its last
residual capacity before it is recharged. Hence if you keep on
charging the batteries before you have used up the energy, the
service time of each cycle will get shorter and shorter.

Does NiMH batteries have memory effect?

The present day technology enables NiMH to have either no or

negligible memory effect.

self-discharge rate of NiMH batteries?

40

If a NiMH battery is left idle after being fully charged, it will

gradually loses its energy. This is called self-discharge. In
 month at room temperature.

What is cycle life?

Cycle life is the number of charge and discharge cycles a

battery can achieve before the discharged capacity drops to
end of life. The cycle life is generally considered to terminate
STUDY
when theINSTRUMENTS
capacity is less than 60 - 80% of the nominal
capacity, depending on the specific charge / discharge
conditions.
Questionnaire
Factor affecting cycle life performance
ToYou
get aare recommended
meaning to charge
data on topic, a set ofthe batteries
structured with
close-ended
appropriate chargers equipped with correct charge
questionnaire was repaired for distributor and retailers in territory.
termination methods (such as timer, negative delta
voltage and temperature cut-off), so as to avoid the
possibility of shortened cycle life resulted from
overcharging.
Feedback form Generally speaking, slow charging would
lead to longer cycle life than high rate charging.
One feedback form is designed for the pre existing customer to check the
consumer demand and satisfication.

Interview
The
The dominant
technique variable was
of interview affecting
opted cycle
as onelife is the
of the depth
tools of theofstudy.
discharge. The deeper the depth of discharge, the shorter
Interviews were conducted on the dealers to have an insight on them.
the cycle life. By decreasing the depth of discharge, the
cycle life of a battery will be significantly increased. For
this reason, it is necessary to avoid over-discharging of
batteries to a very low voltage. Depending on different
Presentation
discharge currents, 0.8-1.0V per cell is the generally
The technique of
acceptable Presentation
end was opted as one of the tools of the study.
point voltage.
Presentations
Discharging were conducted
battery ontemperatures
at high the clients for the
willpurpose
reduce ofthe
cycle life. of state tie-ups.
establishment

Batteries can sometimes be drained excessively by small

residual currents in idle equipment left for extended
periods, if the design of the equipment does not shut
down all currents completely.
Using battery with different capacities, chemistries,
charge levels or using old and new batteries together can
also cause over-discharge.

If a battery is stored for a long time at a high temperature,

the electrode will deteriorate, reducing the cycle life.
Avoid leaving a battery in a charger for an extended
period.
41

maximize battery service life

To maximize the cycle life of batteries, the user should:
 Store the battery in a cool, dry and well ventilated place out of
direct sunlight. The ambient temperature should be kept
below 30degC for long-term storage. Prevent charging or
using batteries in extreme temperatures.
Charge the batteries with correct chargers to minimize the
chance of overcharging. Choose charger with appropriate
charge control. It is recommended to purchase batteries plus
charger bundle packs.
Charge and discharge the battery occasionally to prevent the
DATA
battery COLLECTION
voltage from dropping down ANDtoANALYSIS
0.8V.
Remove batteries from an equipment or turn off the
equipment if it is not to be used for a period of time.
Avoid overcharging
PRIMARY the battery by exceeding the
DATA COLLECTION
predetermined charging period specified by battery
manufacturer.
Primary data has been collected from the distributor. Distributor
Avoid mixing with
approaches batteries of different
a structured chemistries,
questionnaire capacities
covering and
all the aspects
state of charge in the same devices.
of exploring necessary information from them. Data collected was
then analyzed using tabulation, calculation, of percentage and
weighted average method.

SECONDARY DATA COLLECTION

Secondary data has been collected from various magazines,

internet, Journal, News paper etc to collect information regarding
organization.

42
TOOLS USED FOR DATA ANALYSIS
BAR CHART

PIE CHART

Limitations of study

 People generally reluctant to disclose the prices of their

existing batteries and premixes, which causes hindrance
in analyzing competitor prices.

 Very low brand equity, high competitors, low consumer

awareness etc.

 All of the dealers are not aware the Godrej GP batteries

in Gangapur City and Dholpur

 Respondent were considering us as a salesman so they

were not giving proper response.

 Time constraint.

43
ANALYSIS

44
Awareness of People about Godrej GP Batteries

INTERPRETATION

45
95% of the respondents were unaware of the Godrej Vending Machine.
Only below than 5% of people were aware of it.

46
Preference of People in Using batteries brand

INTERPRETATION
Maximum percentage of people uses Duracell of Every days and Nippo
approximately 73%, whereas only 27% people use other brand that is the
lowest number out of 100 clients surveyed. In which only 5% People are
aware about Godrej.

47
48
Strengths
 Strong Brand Image of Godrej in Market

 Vast range of models for GP batteries

 Unique features of GP batteries

 Batteries are eco-friendly

 Batteries are 10 times powerful than its competitor.

Weaknesses
 Lack of Corporate tie-ups for GP batteries

 Lack of potential dealer in Rajasthan

 No promotional strategy

 Late entrance in Battery business in India.

 High cost of Products

 Lack of awareness in market about GP Batteries and products

marketed by Prima Division of Godrej & Boyce Mfg. Co. Ltd.

 More work will be done in rural area.

49
Opportunities
 Large untapped market

 Various models of batteries are about to launch with extra features

 Cost cutting strategies of many organizations will lead to higher

use of batteries

 Increasing demand for batteries in this machinery era.

 People are becoming more aware about benefits of Batteries

Threats
 Pre-existed potential competitors e.g. Dura cell of Everyday etc.
with very good brand image

 Aggressive marketing strategies of competitors

 More discount given by the competitors to increase the sales

 Low cost of locally manufactured batteries used by competitors

 Aggressive promotional strategies of competitor

50
PROJECT FINDINGS

51
52
PROJECT FINDINGS:
My findings and suggestions are based upon the research I
performed through the survey conducted and by personal interaction and
experience by being a part of the organization over a span of two months.

• Market of Gangapur City and Dholpur is dominated by Duracell of

every day whereas percentage of godrej is very low.
• Cost of godrej GP batteries are costlier than competitor machines.
• People generally prefer low cost of batteries in rural area because

the price of batteries of local brand and other company is very low
compare to godrej.
• Godrej GP batteries price should be varied according to the
consumption level of premixes, lower price can be offered where
consumption level is high.
• The distribution channel of godrej Batteries is not good, proper
after sales services and timely distribution is not adequate.

RECCOMENDATIONS
53
 &
SUGGESTIONS

SHORT AND MEDIUM TERM STRATEGIES FOR

DEALERS

54
1. Problem - AWARENESS ABOUT THE PRODUCT

Most of the dealers are not aware the godrej GP batteries. Even
they are having other products of godrej & Boyce Mfg. Ltd. But
they don’t know about GP batteries. Even some dealers in jaipur are
aware but in Gangapur City and Dholpur all the dealers are unaware
about the Product.

Solution-

1) All the dealers must be made aware about godrej GP batteries.

2) An executive of Godrej & Boyce Mfg. Ltd. Should conduct an

official visit to make them aware about the same.

3) Advertisement of Godrej & Boyce GP batteries should be given

in local new’s papers (Rajasthan patrika, Dainik Bhaskar etc.,
FM radio and local TV channels in Jaipur, Kota and Udaipur
and rural area of Rajasthan.

2. Problem - SUPPLY PROBLEM

Inefficient supply by the company of desired models by customer to

the dealer is the problem.

Solutions:-

1) The Godrej & Boyce Mfg. Co. Ltd. Should keep adequate
stock for the dealer so that the demand of desired models could be
satisfied in time.

2) The company should encourage dealers by giving then

adequate discount on additional stock of machines.

55
 3) The executive of Godrej & Boyce Co. Ltd. Should be monthly
visit at every dealer’s outlet and this visit should be double during the
peak seasons.

3. Problem - NO PROMOTIONAL STRATEGIES

No promotional strategies adopted by Prima Division of Godrej &
Boyce CO. Mfg. Ltd.

Solution:-

1) The Godrej & Boyce Co. Mfg.Ltd. should encourage the

distributor to increase the dealer to increase the selling force by
hiring the skilled and efficient salesmen and the company should
conduct a short term STP (salesmen Training Programme) to train
the motivate the work force to enhance their capabilities to re-gain
the company’s lost image in the eyes of the dealers. The company
should motivate and encourage the salesmen to sell more by giving
them incentives, award (Best Salesman – Monthly/Yearly, holiday’s
trips etc) and promotions.

2) The Godrej & Boyce Co. Mfg. Ltd. should provide

necessary (pamphlets, broachers, danglers etc) latest catalogues etc
to the dealers.

3) The Godrej & Boyce CO. Mfg. Ltd. Should encourage the
dealers to collect the information about the customers so that the
company can make a consumer benefits policies to encourage the
customer for a new purchase or use Godrej GP Batteries.

56
 4. Problem - INEFFICIENT PRICING POLICIES

Pricing policies is inefficient in comparison to competitors.

Solutions:-

1) The company should keep in mind the pricing policies of the

competitors & design its pricing policies segment wise accordingly.

2) The pricing should be dine in such a way that the pricing of

its product should be lower than its competitors to capture the lost
market of the company.

5. Problem - NO DEMAND

Very low brand equity now high competitors, no consumer

awareness etc.

Solutions:-

1) Adopting the above solutions can increase the brand

equity as well as ward off competitions.

2) Advertisement should be given in local news’s paper, FM

radio, and local T.V. channel s for consumer awareness.

57
LONG TERM STRATEGIES FOR DEALERS

We assume that by adopting the above short term strategies the lost
image of the company has improved in the eyes of the dealers and they
have started stocking batteries and sales have also increased. We adopt
some long term strategies for the dealers to capture the market.

Monthly dealer meeting - the Godrej & Boyce Co. Ltd. Should
organize monthly region wise meeting to collect the sale data,
feedback about market and the product and also to increase the
sale.

Feedback - A feedback form should be provided to the dealers in

which they can fill and provide us the information regarding
suggestions, queries, innovative, ideas about improvement in the
services and in product, consumer related information like latest
trends and facilities.

58
 Yearly dealer meeting - An annual meeting of all dealer, distributer
and company executive should be conducted by the company to
create the good relationship between the company and above sales
channel and to boost them to sale more. If company is to launch a
new product or new scheme this annual meeting will provide a
platform to discuss the same with the sale channel and to take any
suggestion by hem. This would enhance the image of the company
in the eye of distributor and dealer.

Award and incentives – Annual award should be given to the best

dealer in the region in the term of sale by providing him with
foreign trips holiday package for the family incentives gifts should
be given to the best salesman of the year to motivate them to sale
more.

PCP (Performance checking programs) the PCP is a criterion by

the company to check the performance of the distributer by dealer
and vice versa. Performance analysis of dealers.

MEDIUM TERM STRAREGIES FOR CUSTOMERS

1. Problem - CONSUMER AWARENESS

Solutions:-

1) Nation wise advertisement should be given in every source of

media about the Godrej GP batteries.

2) Advertisementshould be given in local media like news’s papers

(Rajasthan patrika, dainik Bhaskar) local T.V channel (ETV
Rajasthan, Bhaskar T.V.) FM radio (Radio mirchi, radio city, my

59
 FM, Radio Tadka) to aware the customer about Godrej GP
batteries and it should give information about all the dealers.

3) Big boarding and hording information about the Godrej GP

batteries should be put on both the side of all busy road of the
targeted cities.

4) Road shows should be organized by the company to aware the

customer about Godrej GP batteries

2. Problem - NEED

Out of the total surveyed the dealer told us that out of 100
customer, 22% buy a batteries when need comes, so this is
practically a good percentage and need to be targeted.

Solutions:-

1) Advertisement should be given about all the product range.

2) Especially discount should be given on premix to those

distributor who would ordered more.

www.google.com

www.godrej.com

www.wikepedia.org

www.books.google.com

www.gpbatteries.com 

60