RESEARCH METHODOLOGY

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GODREJ Vending Machines

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COMPANY PROFILE
VISION:

Godrej in Every Home and Workplace MISSION:

Enriching Quality of Life Everyday Everywhere VALUES:

Integrity Trust To Serve Respect Environment

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PRODUCT PROFILE OF THE COMPANY

The company has an array of different types of Vending Machines in its range.

They are one of Indias leading integrated vending service providers. They have a

range of world-class machines and invigorating beverages for our customers. These machines are economical, robust, reliable, and easy to maintain and offer low cost of ownership.

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Godrej Vending machines are:

Hygienic Convenient Pure State Of Art

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Vending Machines Offered by Godrej:

2CVM 3CVM

4CVM
MINICAFE 4000 State of the art & aesthetically designed digital machine Designed to enable quick & thorough cleaning Food grade material used in the beverage circuit Machines are CE certified Menu driven & user friendly operation Smallest foot print 4 can machine in the industry
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PREMIXES PROVIDED BY THE COMPANY:

CHOCOLATE
TEA COFFEE SOUP WHITNER

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TYPES OF VENDING MACHINES

PREMIX

BEANS TO CUP

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PREMIX MACHINES are those machines in which the beverage is churned out of the ready coffee and milk powder. Premix machines are common in the country. Major players are Nestle, HUL, Tata Tea and Tata Coffee who sell premix powder.

The premium BEANS-TO-CUP MACHINE on the other hand provide fresh

filter coffee after the roasting and grinding takes place at the press of the button. The major players in this are Fresh n Honest, CCD and Georgia.

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Products and Services

Vending machines dispenses a product or a service and it is a fairly new concept in India. Economic growth, development of cities, lifestyle, eating and drinking habits has opened a huge market for these machines which can cater to consumer directly.

There exists a high potential for growth, both in sales of these machines and goods
and services. Both goods and services can be sold through these machines. Goods: Goods include pre-packed hot and cold beverages such as tea, coffee, flavored milk, chocolate, soup etc. Service: Service include after sales service, AMC.
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Market Potential
Sales of Goods and Services to be pegged worth $ 1 Bn by 2012 Only 12-14% of vending machine market been tapped, so huge untapped

market
New Corporate offices and commercial places coming up Rising income level Purchase Power due to increase in income (Economic Growth).

Upcoming urban centers and corporate culture.

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Challenges in India:
Consumer Habit
Rough Use Availability of Cheap Labor Maintenance And After Sales Service

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Overcoming these Challenges

Technology Design Installing Machine in Safe Places Changing lifestyle A New Product in India Growing Demand

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SWOT ANALYSIS

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STRENGTHS. TO BUILD ON.

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Godrej is a trusted name as it is in the market from years, which is the reason it enjoys a good Brand name. Godrej has excellent after sales service that helps them to retain customers. Large number of customers using their products in all sectors which makes it a customer loyal brand. Distribution is the major strength of Godrej. European design- Manufacture in collaboration with M/S Veromatic International BV of Netherlands. Microprocessor based for high degree of consistency with uniform taste in every cup.

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WEAKNESS..TO COVER ON.

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New market penetration, as Vending Machine is new market for them. Less potential customers. Lot of competitors has entered in this market thus making difficult of Godrej to capture more market share. New innovations in vending machines are made by competitors.

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OPPORTUNITIESTO CAPTURE ON.

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Large untapped market. Huge potential for vending machines. Product is widely accepted. Customer loyalty which gives an opportunity to capture maximum market. With increase in urbanization and changing businesses in hospitality sectors are willing to invest in vending machines.

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THREATS..TO DEFEND ON.

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Competitors coming up with innovations. Local brands eating market share. Customer services like meeting up the delivery dates of premix. Cost of Raw Material and fuel. Cost of packaging and Distribution.

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BCG MATRIX OF GODREJ

High Star Godrej Expert Cinthol Ezee
Low

High

Question Mark Vending machine Evita Soap

Relative

Market
Growth
Low

Cow Godrej no. 1 Good night Good locks

Dog Ganga soap Banish Soap Godrej tea

Relative Market Share

PROMOTIONAL STRATEGIES FOR GODREJ VENDING MACHINE:

The promotional strategies proposed are based on two main objectives: Lead Generation- The advertisement should be designed to persuade the reader to contact the advertiser to discuss a potential purchase. Branding- Advertisement that reinforce consumer perception of organization or product by frequent exposure. Internet would be the best medium to promote Godrej Vending as it has three significant benefits to the advertiser that are limited in other media. They are Targeting Analytics Interactivity.
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GODREJ VENDING WEBSITE:

There are certain things that could be implemented in the Beyond beans website like:
1. The products- features and pricing. 2. The machines- features and pricing. 3. Online placing of orders.

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Use of social media:

Extend Branding Efforts Expand Research Tap Professional Communities Increase third party influencers Bolster thought leadership programs Reduce marketing spend Decrease Sales Cycles Gain competitive advantage

Lessen complexity of offerings

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DISTRIBUTION CHANNEL
Major Distribution of godrejs products are done by the Distributors and retailers , godrej does not follow the strategy of direct selling

Distributor, who sells to retailers, Retailer (also called dealer or reseller), who sells to end customers

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FUNCTIONS OF A DISTRIBUTION CHANNEL

The main function of a distribution channel is to provide a link between production and consumption

Information Promotion Contact Matching Negotiation Physical distribution Financing Risk taking

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Competitors
Nestle Coffee Day Ventura Georgia HUL(Lipton , Bru) True Value marketing Plus Beverages

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4 Ps of Marketing
Product- Godrej vending Machines Price- Rs2200 per month Place Corporate offices Promotion- Advertisments and Events

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FINDINGS
Distributors not well informed about the best service to be provided Facing losses as the product not readily available to customers Irregularities in servicing the machine Customers not satisfied with the taste of the tea Company not able to communicate its new products to consumers Coordination of company and distributors not up to the mark Can use its name to market its own product

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QUESTIONNAIRES
1. Do you use Vending Machine? If Yes which one? Yes No

2. How many flavors machine dispense? --------------------------------------------------------------------------------------------------3. Which brand do you know in Vending Machine? ---------------------------------------------------------------------------------------------------4. Are you aware about the Godrej Vending Services? Yes 5. Does your vendor provide operator support? Yes 6.) What is the frequency of service?

No

No

Once in a month

Weekly basis
On call

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7. Are you satisfied with the services? Yes No

8. How will you rate your services?

Excellent

Good
Average Like to change

What is the employee strength of your company?--------------------Name of the Respondent----------------------------- Designation---------------Company Name---------------------------e-mail id------------------------Contact No.-----------------Address--------------------

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