Trade related survey for refrigerators in Ahmedabad, Baroda and Surat; Godrej-GE Appliances Limited

Abstract

The project done at Godrej GE Appliances was aimed at determining market shares, market size of refrigerators and a close look at the distribution network especially the nearest competitor in the main cities of Gujarat i.e., Ahmedabad, Baroda and Surat. The Questionnaire was kept very simple (a single page) and an average filling up time for the form was 10 minutes. Even then each respondent was then talked to for further relevant information like competitors etc. A total of 75 outlets were approached. Out of this 71 responded, giving a success rate of 95%. The findings are given in TABLE A (Overall market shares). It shows the Baroda market to be lost to Videocon with Kelvinator the market leader. In the other two cities Godrej is the market leader with Kelvinator the nearest competitor. In order to study the distribution network, the major distributors, as well as the company's branches were approached, and their network studied. Godrej and Voltas have a 3-tier system. Kelvinator, Videocon and BPL have a 2-tier system. Kelvinator has exclusive counters. BPL has a single distributor for whole of Gujarat. Except Kelvinator all the rest are multi brand counters with a few exceptions.