My PGDM Project in Godrej securities Jaipur

Dear friends! During my PGDM course I did some of good project with Automobile, Mall & Durable Consuming Goods sector. I learn a lot and enriched with skill during these tenure. I want to share some of my conclusion regarding my one of the key project that has been done with “Godrej Boyce mfg. Ltd” security equipment division in Jaipur Rajasthan .That project title was-"Market analysis on Godrej Security products (Physical) & Competition Analysis" . Basically security equipment can be divided in to two parts physical security equipment & electronic security equipment.


Features of physical security products : We addressed these products as manual handling security products, It can be fitted any of your suitable place like cupboard, walls, grills, iron frames & underground as well, It is started with minimum height of 15 cm (Cash Box) to max 81 inches er plus, It comes under different colour range


Physical Security Product category - these are as follows: Record Protecting Equipment, Burglary Resisting Safes & Vaults Equipments

Technical feature of Physical Security Equipment : some of the tech feature are as follows-Different side anchoring facility in small safes for fitting, Single and Multi plate doors that are protected by a hammer and drill (in small safe like Premium Coffer), Having Guardian lock that is handled by two keys in a same port, Drop down mechanism for more security, specially Drawer type safe like D` Tel safe, Fire Proof safes against 1080 Degree Centigrade temperature in 1 and 2 hours duration, Snap shut mechanism for pressure locking (Safire and Centiguard), Combination lock for more accurate security, Thick outer shell for complete protection in Defender & Matrix safes, Oxyacetylene torch, drill and hammer resistant protection offered (Defender & Matrix safes), Coin slot option, with a removable and lockable flap for day and night options, Different levers locks for more security like six lever nine lever & Heavy weight from 10 kg to 2500 kg

Certifications of physical security products – some certification are as follows : Underwriters Laboratory- USA, Bureau of Indian Standards (ISI Certification), Central Building Research Institute CBRI Uttarakhand, 1997 - Obtains ISO 9001 certification & 1999 - Obtains ISO 14001 certification

Some types of Physical Security Products: These are as follows- Cash Box, Cash Box M , ,Defender plus safe, Safire safe, Rhino safe, FRFC (Fire Resistant Filling cabinet), D’ Tel, Ceres Safe, Centiguard, Matrix safe, Premium coffer & Treasure Chest.

Placed where physical security product are using – Some are like :Banks ,Private Safe Deposit Vaults, Financial Institutions, Govt. & non offices, Mobile stores, Branded & non brander retail outlets ,Factories and Warehouses, Hotels, Hospitals, House holds, Malls, Apartments (high-class) ,Jewelers and Exporters, Petrochemical Industries & Quality product venders (stamp paper).



Electronic security products features: These are commonly known as E security products. It can be fitted any of your suitable place like cupboard, walls, grills, iron frames & underground as well. Electronic products are two short in the comparison of physical security products. Electronic products also come in the combination of physical security products e.g. Treasure Chest & Rhino electronic safes.

Electronic Security Products category - These are as follows: Access control Systems, Electronic Alarm systems, Electronic safes, Perimeter Security, Remote Surveillance, Surveillance Systems & Video Doors Phones.


Technical feature of electronic security equipment: some features are as follows like- Programmable key less handling for E-Safes. Master key password facilities for all E-Safes-Programmable lock time 0, 15 & 30 minute. Keypad locks after 4 continuous wrong attempt (all above features are belongs to Taurus safe).Auto freezing facility (In E- Swipe safes), Biometric sensor technology (E Bio safe). Hooter power backup up to 36 hours. Windows base Time attendance systems, Blur free surveillance system/ CCTV system.

Some types of electronic Security Products: These are as follows-E-Bio safe, Taurus Safe, E-Swipe Laptop safe, Currency counting machines, E- Bio safe, Time Attendance System, Access control Systems, Electronic Alarm systems, Perimeter Security, Remote Surveillance Systems & Video Doors Phones etc.

Usage sights of E security product – These are as follows : Banks ,Private Safe Deposit Vaults, Financial Institutions, Govt. & non offices, Mobile stores, Branded & non brander retail outlets ,Factories and Warehouses, Hotels, LOC (Line Of Control), Hospitals, House holds, Malls, Apartments (high-class) , Jewelers and Exporters & Petrochemical Industries etc.


Some of my conclusions is are follows-

After studied the topic “Market analysis on Godrej Security products (Physical) & Competition Analysis” in Jaipur & Udaipur Territories, I found that as every where a coin has two faces head and tail same thing also lies here some customers are price conscious and some of the customers are brand conscious.
Most interesting there are lots of customers who are not aware about that Godrej is also producing safes and E security equipments, they having mind makeup that Godrej only produce wardrobes, those consumers are totally depends upon the local brand.I found that lot of the customer are ready to switch over on Godrej security equipments due to its brand name.On the basis of my 60 days study and field-work I have conclude some points regarding godrej security products and its services.


1) In my study I found that local brands are taking lead in physical and as well as electronic securities so Godrej should use flankers (Low price qualitative products) to overcome this situation.

2) Some jewellers says that they are not aware about English so Godrej should have to publish the some other language leaflets like Hindi.

3) When we deal with B2B & B2G then there is no need of advertisement, but apart from Government segment for awareness ad is mandatory because Godrej should needed to break their image in local/conservative market as Almirah/wardrobe producing company.

4) Jewellers are our prime segment so we have to access it in very deep way, apart of jewel showrooms we have to cover all “Gaddies” (whole sale bullion market place) like Ratna Sagar Joahari bazaar Jaipur.

5) After 60days accessing in the jewel market I get information that some of local safe manufacturer using a specific powder to made the safe fire proof, Godrej should start campaign against them because there is a vast different in between Godrej fire resistance technology and local one.

6) During the approach in Hotel segment I get information that local security manufacturer has under table pact with the leader of Hotel union association in Jaipur, these members recommends to their of members for local securities, Godrej should also made this type of pact because Hotel association has approximately 300 potential members.

7) As we know every quotation has limited expiry date, so we should file quotation for relevant point of time. In the quotation some of bankers ask that why Godrej shown excise duty, because its create confusion for bankers because some time one dealers shown it and some time another dealer hide it, that problem should solve on level of Godrej regional office.

8) I have seen at some local safes in jeweller’s show rooms these are enriched with Subh Lakshmi & lord Ganesha creation, after quarried we know these safes are locally manufacturer and purchased at Dipawali time, Godrej should has produces some such seasonal safes (limited quantity) because mostly jewellers purchase their safes at Deepawali time, we should use these religious stimulus.

9) During the survey I got the demand of metal purity sensor and ornament theft resistance sensor, so I would like to suggest to the company provide these type of security solution.


10) Show case are the back bone of jewelry business but they create burglary/theft threat for owners, Godrej should made high quality glass showcase that totally resolve this problem.

11) In the 60 days training in Jaipur & Udaipur I found that Godrej Electronic product has demanded more pre time services, and simultaneously its affect the physical security also, for that particular issue Godrej should organize free service camp at dealer and distributor point for the recovery of consumer because Now a days competition is not on the basis of product but it is on the basis of services.

12) There is no glossing board or plotter for security equipment division I found only Godrej interio plotter and board at dealers & Distributers point, security is another division so it should not cover/hide under the interio division.

13) For the small safes like Taurus & E-Bio/Swipe Godrej should contact with current A/C holders because they are using more liquid transaction rather than others.

14) Godrej should provided Fake Note Detector (FND) with RBI fake note guide line because there are very thin line in between Fake note and Genuine Note. And consumer can better utilize the FND machine.

15) Godrej should provide demo security product on dealers and distributer points like car manufacturer, because when the product is out of stock then dealers and distributor can not show the demo & deal may be postpone or seize.

16) Godrej should promote their product Unique Selling Preposition (USP) like Guardian lock is having 2 keys, underwriter laboratory certification, 9 time comical tested metals, TR & TL feature, 1080 Centigrade Fire Resistance like unique feature. Because local market has tremendously influence about these factor.

17) In the mostly firms like Reliance, western union money transfer extension branches are not able to make a deal these firm always follows the RO (Regional offices) or HO (head Office) guide line. So Godrej should contact for pact with these type of firms RO & HO.

18) In our physical security leaflet there are some blunders like wireless alarm system, Vinod Door phones and others technical descriptions, it should not carried out for a long time.

19) In every month there are over 4 dozen queries about Locker Break Open Godrej should made a another division for that, because some break open has taken a long period of time.

20) Godrej sales people should use on line trade directories for virtual deals like www.tradeindia.com, www.indiamart.com, www.alibaba.com.

21) Now a day some dealer are facing service problem of Godrej & brother tie-up product like printer and fax machine, after breakup no one is responsible for these product services. Somewhere its spoil the Godrej image.

22) Some local companies are offering lucrative deal to Godrej dealer like Danial furniture Pvt Ltd. (Local Jodhpur Company) so Godrej should aware about these firms offers because these firms may divert their dealers.

23) There are some products which are marketing by Godrej, but on these product there is no logo of Godrej Like (CCM) Currency Counting Machine, in this way consumer are quit confuse that it is parented by Godrej or not, not yet in a recent case 10 Safire safe also delivered to R.M.M. Pvt Ltd. Udaipur (in the month of June 09) was also out of Logo, brand association is the key of success Godrej Should not Ignore this.

24) During the survey I got the demand from users & non users of Godrej safes, that they want enriched their safes with Electronic lock and Biometric lock, So I would like to suggest to the company provide these type of security solution.

25) Godrej is suffering from brand imitation strategy by local marketers because they produce their products near by Godrej name like- Gordej, Goderj & Godreg, to be unaffected Godrej should campaign the brand name as well as brand logo awareness, because people easily come under the bluff of these imitations.


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