SUBMITTED IN THE PARTIAL FULFILLMENT OF DEGREE

OF
MASTERS OF BUSINESS ADMINISTRATION

BY: SUBMITTED
AMIT BHANOT
MBA
SDDIET, BARWALA
 ACKNOWLEDGEMENT

This project on ESTIMATION OF MARKET

POTENTIAL FOR LABORATORY FURNITURE
‘MANUFACTURED BY GODREJ AND BOYCE MFG. CO.
LTD’ is a kind effort which is undertaken during the summer
training in Godrej.
Before actually starting my project, first of all I want to thank
almighty God by whose grace I would be able to achieve my
objectives of study.
I want to pass my sincere regards to Mr. R .K. Gupta who
gave me this opportunity to take up this project.
I am also obliged to Mr. Rajiv Vasudeva (Sr. Branch Manager,
Sales) under whose guidance I have undergone my summer
training.
I am also thankful to the respondents for their kind
cooperation.
 PREFACE

MBA is a stepping-stone to the management carrier and to

develop good manager it is necessary that the theoretical
knowledge must be supplemented with exposure to the real
environment.
Theoretical knowledge just provides the base and it’s not
sufficient to produce a good manager that’s why the practical
training is needed.
Therefore, Summer Training is an essential requirement for
the student of MBA. This training not only helps the student to
utilize his skills properly & learn field realities but also provides a
chance to the organization to find out talent among the budding
managers in the very beginning.
In accordance with the requirement of MBA course I have
done my summer training in “GODREJ & BOYCE MFG. CO.
LTD.” have chosen the project ‘ESTIMATION OF MARKET
POTENTIAL FOR LABORATORY FURNITURE’.
The basic aim of my study is to find the necessary demand for
laboratory furniture in Haryana region as well as finding out the
competition faced and enhancements needed in the product
manufactured by Godrej & Boyce Mfg. Ltd. in the market.
 DECLARATION

I hereby declare that the project work entitled

‘ESTIMATION OF MARKET POTENTIAL FOR
LABORATORY FURNITURE’ is original and bonafide work
done by me.

The project is being submitted as a partial fulfillment of the

requirement of the degree MBA (Master of Business
Administration), Swami Devi Dyal Institute of Engineering &
Technology, Barwala (KU) Affiliated to Kurukshetra University,
Kurukshetra. The content of this project are based on the fieldwork
and analysis done by me during my tenure at “GODREJ &
BOYCE MFG. CO LTD. NEW DELHI”.

AMIT BHANOT
MBA (M)
SDDIET, BARWALA
TABLE OF CONTENTS PAGE NUMBERS

Executive summary 6
Corporate profile 9
Corporate concerns 16
Bankers 21
Business profile 23
Product profile 27
Swot analysis 33
Industrial profile of Haryana 35
Objective of the study 38
Rsearch methodology 40
Market for lab furniture in 45
Haryana
Loopholes 61

Conclusion 64
Recommendation 67
limitation 74
Bibliography 76
Annexure 78
 EXECUTIVE SUMMARY

Today the market is so dynamic that the marketer has to change its
product according to the need and expectation the customers.
Earlier the market was product oriented and with the changing
scenario the marketer has become customer oriented. Today is the
world of customized marketing, i.e. making the product according
to the need of individual customer. By this concept Godrej and
Boyce Mfg. Co. Ltd. has launched the customized laboratory
solution called “G – lab”. Since this is the new concept in the
Indian concept therefore Godrej is unaware of the acceptability of
the product.

Thus to find the acceptability and the market potential this project
has been undertaken. The area for this project is Haryana and
Noida.

The target audiences in the research were Government research

laboratories, private factories, pharmaceuticals industries
educational institutes and manufacturing companies.
The methodology used in this research was exploratory in nature
becoming conclusive later on including the filling of
questionnaires by the respondents and observation being based on
survey conducted.
It has been seen that there is no structured market for laboratory
furniture because of absence of brand distinction and brand
recognition in the state. However the total market size for
laboratory furniture was found to be Rs.40crores (in terms of R &
D). Total potential for branded furniture comes out to be
Rs.37crores.

It has been found that lab furniture has great potential for
pharmaceuticals industries and educational institutes along with
government research institutes. It has been found that pharma
industry is increasingly investing in research and development
nearly about Rs.1000crores.

In the end it has been concluded that the concept of G – Lab is a

new path in designing a laboratory. Therefore Godrej must
concentrate on concept selling rather than selling it on price factor.
 CORPORATE PROFILE

HISTORY:
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 up to make safes and security equipments
of the highest order, and then stunned the world by creating toilet
soap from vegetable oil.

The lock-making factory was the first stroke in making Ardeshir’s

picture a reality. His brother Pirojsha Burjorjee Godrej shared the
same vision, the same ideals as him.
His brother Pirojsha Godrej carried Ardeshir dream forward,
leading Godrej towards becoming a vibrant, multi – business
enterprise.

INCORPORATION:
Established in 1897 the company was incorporated with limited
liability on March 3, 1932, under the Indian Companies Act, 1913.

Events in the Godrej history are small visible pieces of a large, continuously
emerging picture. To give an idea of these events, a chronological
presentation of the history of Godrej is given as follows.
CHRONOLOGICAL PRESENTATION
1897 Ardeshir Burjorjee Godrej at the age of 29 laid the
foundation of the company in Lalbaug, and manufactured
the first indigenous locks in India, i.e., Godrej Locks.

1902 Safe/Security Equipment Mfg. Started.

1918 Godrej soaps were incorporated. Foundation laid for soaps

and toiletries at Deslisle Road.

1923 Pioneers to design and mfg. Steel cupboards for home and
offices.

1936 Ardeshir Godrej passes away at the age of 68.

1937 Manufacture of steel equipments for offices including

tables, chairs and other accessories started.

1942 Mechanical press and press Brakes Mfg. Started.

1948 Land acquired in Vikhroli for further expansion.

 1953 Housing colony complex was launched with 90 self
contained tenements.

1954 For the first time in Asia a typewriter that was totally
made in India manufactured. Pragati Kendra and Udyanchal
School Inaugurated.

1958 Manufacture of Refrigerator started.

1962 Service division started.

1965 Steel Foundry started in Plant 13.

1970 Started manufacturing forklift tractors.

1971 Seth Pirojsha Godrej passes away at the age of 90.

1976 Precision Equipment division started.

1985 Electronic Typewriter Mfg. Started.

1990 Seth Naoroji Godrej passes away at the age of 73.

1992 Divisionalisation of the Company. Eight product
divisions were formed.

1993 Refrigerators division of Godrej spins off as an

independently company in collaboration with GE of USA.

1994 MOU with Punjab Govt. for selling up a refrigerator plant

at Mohali near Chandigarh.

1995 ISO 9001 Certificate under revised August 1994 version.

1996 Manufacturing of air condition started.

1999 GGEA awarded ISO 14001 Certificate. Launches

Photocopier.

2000 Launches Video Conferencing Equipments.

2001 Introducing Bank Automation Product.

2002 Launches into Laboratory Solution.

2003 Manufactures ATM Safes for World’s Leading ATM Mfg.

 2004 Launches Multifunctional Products. Launches Hot Beverages
Vending Machine.

COMBINED SALES – SUBSIDIARIES AND AFFLIATES:

The company is company of the 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 2004, amounted to 40,000 million
rupees.

BOARD OF DIRECTORS:
J. N. Godrej (chairman and managing director), K. N. Naoroji, A.
B. Godrej, N.D. Sidhva, K.N. Pitigra, N.B. Godrej, V.M. Crishna,
B. A. Hathikhanavala, K. R. Thanewala, P Sarkar, K. A. Palia and
P.D. Lam.

SHAREHOLDERS:
Since its inception, the company is controlled by Godrej family
based in Mumbai, India. Its shares are not listed on the 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 SHOWROOMS:
 Mumbai, Ahmedabad, Bhopal, Jabalpur, Pune.
 New Delhi, Ghaziabad, Jaipur, Lucknow,
Faridabad, Chandigarh.
 Chennai, Bangalore, Coimbatore, Hyderabad,
Kochi, Trivandrum, Vishakapatnam.
 Kolkata, Bhubneshwar, Guwahati, Patna.

The company has a network of thirty-three company owned

showrooms.
Number of wholesale dealers: over 1000.
Number of retail outlets: over 5000.
Number of employees: 10500 (including 2500 in sales and
service).
 CORPORATE CONCERNS

Even in its second century of existence, one vision shines on at

Godrej, which the originator had intended. The concept of
trusteeship of wealth. Begun by the founder Ardeshir Godrej
through a spontaneous gesture of a Rs. 3-lakh donation in 1926 to
the Tilak Fund for the upliftment of Harijans. Acknowledged by
the Mahatma as the biggest contribution he had received for the
cause.

Godrej Baug Complex, Mumbai Pirojsha Godrej Memorial

Wing,(Breach Candy Hospital),Mumbai

The initation of philanthropy by Ardeshir was strengthened by his

brother Pirojsha, who made it a corporate principle for the Godrej
group. Anticipating labour legislation by providing housing,
schooling (epitomised today in the Godrej Udayachal Schools),
medical aid and paid leave to workers. Environment and social
concerns were equally vital to his vision. And to the vision of his
sons, among whom, the yongest, Naval set up the Foundation for
Research in Community Health and the Foundation for Medical
Research along with Vasant Sheth of Great Eastern Shipping Co.
The Pirojsha Godrej Foundation

The Pirjosha Godrej Foundation, established in 1972, owns one-

third shares of the holding company, Godrej & Boyce Mfg. CO.
Ltd. The income from dividends is utilised for promoting the
objectives of the Trust, which includes providing medical relief to
the poor and critically ill., educational aid to students, and relief
funds in case of natural disasters. Apart from promoting culture
and the time arts (through the Godrej Dance Academy), sea cadets
(Boating Section), libraries, school, blood banks, The Godrej Baug
for low income people, the Red Cross Disaster Center at Vikhroli
and the Pirojsha Godrej Memorial Wing at Breach Candy Hospital
are born of this foundation.

The Godrej Memorial Trust

Established in 1994, the Trust is a voluntary, non-religious, non-

sectarian, non-political charitable trust which is involved in
maintaining hospitals, clinics, dispensaries and providing medical
relief to the underprevileged. The Trust runs a clinic in New Delhi
which provides facilities for operations, examinations,
immunization, counseling and family welfare. The Trust has also
initiated a project to establish a specialised hospital near Delhi.
 CORPORATE MISSION

• We shall operate in existing and new businesses which

capitalise on the Godrej brand and our corporate image of
reliability and integrity
• our 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.
 CORPORATE SHARED VALUES

• Commitment to Quality
• Customer Orientation
• Dedication & Commitment
• Discipline
• Honesty & Integrity
• Learning Organization
• Openness & Transparency
• Respect/Care & Concern for People
• Teamwork
• Trust
BANKERS:
1. Central Bank Of India,
Mumbai 400 023
2. Union Bank of India,
Mumbai 400 021
3. Citibank N.A,
Mumbai 400 051
4. BNP Paribas,
Mumbai 400 001
5. Standard Charter bank,
Mumbai 400 001
6. State Bank Of Patiala,
Mumbai 400 021
7. UTI Bank Ltd,
Mumbai 400 001
8. The Hongkong And Shanghai Banking Corporation Ltd,
Mumbai 400 001
 BUSINESS PROFILE

We are today one of the largest engineering and consumer products

company in the country having varied interests from engineering to
personal care products with a total sales turnover of about US $ 1
Billion.

The company has the following businesses (with respect to ISO

certification), which manufacture and market a wide range of
consumer durables and industrial products:

APPLIANCES:
(ISO 9001/14001)
Refrigerators, washing machines and air conditioners.

FURNITURE:
(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 door units, personal and industrial lockers.
Customized storage and lab solutions.
SECURITY EQUIPMENTS AND SOLUTIONS:
Safes, strong room doors, safe deposit lockers, cash boxes and
coffers, cash counting machines, fire security doors, fire and
burglar alarm.

LOCKS:
Padlocks, cylindrical locks, mechanical door locks, and related
hardware.

STORAGE SOLUTIONS:
Multiflex and heavy duty storage systems, tool storage cabinets,
gravity flow, mobile and drive in systems, cantilever storage
systems, workshop equipments and special solutions.

PRIMA COMMUNICATION SOLUTIONS:

Multimedia, slide and overhead projectors, video and
teleconferencing equipment, fax, copiers, multifunction devices,
prima manual typewriters and vending machines.

INDUSTRIAL PRODUCTS:
Precision toolings (press tools, plastic injection, injection moulds,
vacuum forming moulds, pressure dies, casting dies), special
purpose machine tools, high precision components or equipments
for engineering and allied industries, sheet metal working
machines – sales and services.

PROCESS PLANT AND EQUIPMENTS:

(ISO 9001, ASME ‘U’, ‘U2’, ‘S’, ‘R’ STAMPS, ‘SQL’, ‘M’ stamp
China). Pressure vessels, columns, reactors, electro polished
reactors, shell and tube heat exchangers, trays, tower internals and
other custom build fabrication.

MATERIAL HANDLING EQUIPMENT:

Forklift trucks and attachments, container handling trucks,
warehousing and personal access equipments, spare parts, services
and maintenance contracts.

CONSTRUCTION AND REAL ESTATE:

Ready mix concrete, construction projects, property development,
horticulture and environmental services.

ELECTRICAL AND ELECTRONIC SERVICES:

Electric power distribution systems, compressed air control
systems, electronic technology solution provider (software,
hardware, process control and instrumentation, industrial
automation), energy conservation.
PRODUCT PROFILE:

Only manufacturer to have both the coveted ISO 9001 and ISO
14001 certifications. When it comes to furniture, be it office or
home, we have the entire range under one roof. It's our endeavor to
deliver ergonomically designed & contemporary seating, desking,
Open Plan Office Systems, bedroom sets, dining sets, kitchens and
kid's furniture-that are comfortable, healthy and productive . No
wonder then, we are the country's largest furniture manufacturer
with the widest distribution network.

Laboratory furniture:
Godrej furniture and fittings have been synonymous with
trusted quality for more than a century now. Our familiarity with
work designs and new generation aesthetics has led in industry
leading solutions. We closely adhere to the basic of functionality,
ease to access, optimal modular space usage, safety and ergonomic
comfort. So that your lab environment can generates enthusiasm
and accuracy while maintaining the creative genius of your staff,
who spend their major part of working hours.
Godrej lab furniture comprises of a heavy -duty understructure
table, end supporting vertical panels and horizontal shelves for at-
hand storage, allows to conduct a great deal of work in one space,
ergonomically.
Today lab is not considered to be a working space, it is a place
where routine experiments where routine experiments are being
done. Importance of research and development is an important
catalyst for growth of our industry and economy. Individual
preferences and the scientist’s sense of well being is of prime
importance to us.
Godrej wall units are available with the option of clear glass or
quality-coated MS shutters, fitted with special self-closing hinges
& MS (SS optional) 8mm handles for superb operating ease &
durability.
As standard work surface “G-lab” offers 18mm thick granite
with 8mm backing ply. If customer specifically wants stainless
steel, work top or laminated MDF can be offered. A quotation for
lab furniture offers electric wirings, gas connections, and water
bench. If customer wants us to do the whole thing for a particular
lab, separate quota for installation and piping must be give.

Product offering:
 Anti vibration table: table used to isolate the precision
weighting instruments for environmental vibration.
 Chemical storage unit (VCD): to store the chemical
bottles which are normally not store on reagent shelf.
 Fume hood: the chamber in which scientist will perform
the various chemical reactions and toxic fumes will be
 extracted and exhausted to outside atmosphere through
requisite srubbers and filters.
 Sink unit with S. S. top and inbuilt sink bowl: it’s a
separate sink unit ss table top.
 S.S. sink trolley: complete ss trolley havng a bowl to
wash the utensils.
 S.S. drain trolley: to drain the washing content and dry
the utensils after washing.
 S.S storage cupboard for clean room: cupboard with shelf,
hanging rod, with dimensions equal to storwel cupboard to
cater the requirements of the room.
 Island bench: bench having an access from four sides.
 ESD workbenches: workbenches for electrical and
electronics assembly.
 Spot extractor: movable extractor to take away the toxic
fumes.
 Simple wall bench: bench running along the wall.
 Peninsular wall bench: an extension perpendicular to wall
bench and having an access to three sides.

The island unit combined with reagent shelves allows a person

to conduct a great deal of work in one space, ergonomically with
ample provisions for materials, implements and electric storage.
The high quality, heat/corrosion resistant finish (zinc phosphate,
epoxy powder coating on cabinets) on all surfaces ensures an
environment that lasts for years without damage. Wall units play a
supportive role in a lab environment. Godrej wall units are
available with the option of clear glass or quality coated MS
shutters, fitted with special self closing hinges and MS 8mm
handles for operating ease and durability give our staff the freedom
to concentrate on important work. Storage cabinet plays an
important role for storage and work surface. This is why they are
sturdy, modular and attractive.
Sturdy, durable and dynamic the lab environment seating series
improves staff productivity even while they are resting. Constant
innovation, stringent quality control and improvements in
manufacturing processes ensure that “G-Lab” fume hoods are best
in the market today. They are designed to offer complete solution
to lab ventilation. Integrated components including fume hoods,
blowers, ducting, electrical services, plumbing options, and storage
cabinets combine to provide a safe efficient fume hood system to
your laboratory.
All fume hoods have electrical chambers isolated from inner
chamber of the fume hoods. Also a tube fitting is does not even
come in contact with the fumes generated inside. Still, where there
is an extraordinary hazard, the user may wish to use explosion
proof electrical fixtures for added safety.
The most often used material for exhausting dusting, is PP
(polypropylene) or PVC. For radiological hoods, stainless steel
should be used. For no corrosive application galvanized steel
should be used. An acid storage cabinet vented through the hood
work top will have an exhaust flow of approximately 5 – 10 cubic
feet per minute.
Storage Cabinets: For storage as well as providing a work
surface. Which is why our cabinets are sturdy, modular and highly
finished. Available in 3 configurations, the shutters have soft
closing action and the roller-bearing slides ensure smooth
movement of drawers.

Standard exits for testing fume hoods:

SEFA 1.1 standards, ASHRAE method of testing, OSHA standards
are available. All standards suggest face velocity measurements,
while few also suggest smoke pattern visualization. Salil
enterprises fume hoods follow all international velocity standards.
 SWOT ANALYSIS

STRENGTHS:
1. Brand equity.
2. Distribution reach.
3. Design capability.
4. Manufacturing capabilities.
WEAKNESS:
1. Limited product portfolio.
2. Untrained sales force.
3. Lack of experience in lab installation.
4. Unaware of brand excellence.
OPPORTUNITIES:
1. No national competitor in Haryana.
2. Growing safety concerns.
3. High investments in case of R&D in case of Government
research institutes.
4. High focus on lab up-gradation.
THREATS:
1. Local and regional players becoming more prominent.
2. Price factor for many industries.
 INDUSTRIAL PROFILE OF HARYANA:

On the outskirts of national capital and serving it from three sides

is a region called HARYANA which offers excellent location to
start any industry. The state has been able to attract sizable
investment from multinational companies, large business houses,
foreign investors, non – residents Indian and small scale
entrepreneurs. Haryana is an investor friendly state and offers a
rich reservoir of skilled, motivated and relatively low cost
manpower with a good infrastructure and harmonious industrial
relations. A lilliput in size but a giant in attainment, with just
1.37% of the country’s total population, the state is proud to be the
first few state with the highest per capita income in the country.

Haryana produces two third of the passenger cars, 50% of the

tractors, 60% of motor cycles, and 50% refrigerators of the total
being manufactured in the country. About 25% of the Indian total
sanitary – ware is from Haryana. One out of every four bicycles in
the country is manufactured here. The number of large and
medium units in the state has increased from 162 in 1966 to 1132
today with a capital investment of Rs.220 billion while employing
2 lakhs persons producing goods worth Rs.12800crores.
The state has already 650 projects running with a technical
collaboration. To mention only a few Maruti Udyog limited, Hero
Honda, Modi Alcatel, Escorts, Sony India, VXL India, DCM,
Benneton, Asahi safety glass etc. Some major in the public sector
are HMT ltd, Indian drugs and pharmaceuticals Bharat electronics.

The growth of small and medium industries in the state has also
been phenomenal. Their number has increased from 4500 in 1966
to 80000 today. They are producing goods worth Rs.4500crores
per annum generating employment to almost 8.7 lac persons. 25%
of the total export of scientific instruments, 60% of total
ammunition boxes, 60% of total demand for woolen blankets for
Indian army is met by small units is Haryana.

The state also enjoys the reputation of manufacturing the largest

number of mixies and gas stoves in the country’s engineering
goods, chemicals, software, handloom products, Agro based lamps,
etc. Automobile and tractor worth Rs.70 billion were exported
from Haryana during 2000 – 2001. 9.85 lacs MT cement, 16.68
lacsMT paper, 4.04 lacs MT sugar, 3.45 lacs motorcycles, 90 lacs
tractors, Rs.81.43crore worth agriculture implements and many
more are being produced in Haryana.
 OBJECTIVE OF THE STUDY:

PRIMARY OBJECTIVE:
1. To study the most lucrative potential for G-lab.
2. Lo know the acceptability and affordability of G-lab.
3. To know competitors existing in the market.
4. To know the summary of various changes in the tastes of
people for laboratory furniture.

SECONDARY OBJECTIVE:
1. To present the various recent developments in the field of
laboratory furniture.
2. The features which should be present in the laboratory
furniture. In order to be the unique selling preposition of G-
lab.
3. To know what are the various modifications required in lab
furniture.
Thus in this survey we try to find the kind of furniture being used
in the laboratories, and the buying potential of the organizations to
check their affordability for the product.
RESEARCH METHODOLOGY:
CONCEPT OF MARKETING RESEARCH

Marketing research is the systematic design collection, analysis

and reporting of data findings relevant to the specific marketing
situation faced by the company. Thus, marketing research is a
function, which links the customer and public to a marketer
through information. Informations are used to identify and define
marketing action, monitor marketing performance and improve
understanding of marketing process.

But why it is necessary for companies to use some thing called

Marketing Research?

This is a basic question, which comes to the mind of every person

related to the business. The answer lies in the fact that first of all
the supplier of the products and services need to have the
informations about final consumer in order to market their
products and services effectively. Secondly, as the company grows
and starts distributing its products in number of different markets,
the manager of the company find themselves becoming more
separated from the final consumer of their product.

The marketing research process and its findings are of much use to
marketing manager as well as other executive of the company. It
helps the managers in administrative process, which consist of four
phases through which the manager comes across very frequently.

1. Setting goals and establishing strategies.

2. Developing a marketing plan.
3. Putting the action in plan.
4. Evaluating the plan effectiveness.
Overall, we can say that marketing research process, the research
findings and inferences based on data interpretation along with the
concept, methodology and limitations of the research are of much
use to the management while marketing strategic decision about
the company.

Marketing research specifies the information required to address

following issue :-

1. Design the method for collecting information.

2. Manages and implements the data collection process.
3. Analysis of the result.
4. Communicates the finding and their implement.

RESEARCH DESIGN:
The design for this whole research was based on the exploratory
research and further conclusive research. The exploratory research
was undertaken to develop a specific hypothesis related to the
potential for G-lab in Haryana. The finding of hypothesis from
this exploratory research was based on these three key factors:
 Study of secondary source data (provided by Godrej).
 Analysis of selected cases.
 Observation based on survey and talking to various
people.
Further conclusive research was used to provide the necessary
information to the company to make a rational decision.

DATA COLLECTION:
The information was gathered from the primary data collected
through questionnaires and survey being conducted to various
places and talking to various people and various organizations and
secondary data being provided by Godrej and internet to carry out
the research work.

SAMPLING:
To carry out the research work the sampling is done on the basis of
area of Haryana, i.e. area sampling is chosen. Area sampling is a
special form of cluster sampling in which small areas are clustered
on the geographical basis. Small clusters are made like separating
different hospitals, schools, educational institutions, and various
manufacturing companies.
As each area in Haryana has different kind of industries and
economy therefore taking a sample of one district will not give the
accurate forecast of Haryana. There are altogether seven districts
named Panipat, Yamunanagar, Hisar, Kurukshetra, Mullana,
karnal, Faridabad, Ambala city and Ambala cantonment.

SAMPLE SIZE:
In the research there total of 40 organizations were studied which
includes government research centers, pharmaceuticals companies
and educational institutes and also hospitals, and petroleum
companies.

TARGET AUDIENCE:
The target audience in the research includes:
 The head of department/chairman of the educational institute.
 Laboratory in charge and professors dealing with lab work.
 Research scientists in the government institutes.
 Doctors/lab technicians in the pharmaceuticals companies.
 Purchase manager of the manufacturing organizations.
MARKET OF LABORATORY FURNITURE IN HARYANA;
Total no of organizations in the state: 340
Pharmaceuticals industries: 200
Government research organizations: 45
Educational institutes: 78
(Engineering, Medical, Dental, universities)
(Source: - www.indianbusiness.nic.in, www.goidirectory.nic.in,
www.pharmaguide.com, www.haryana.nic.in)

SAMPLE SIZE: 40
Pharmaceutical industries: 08
Government research laboratories: 12
Educational institutes: 20
Total market size: Rs.45crores.
market share

13%

27%
60%

pharmaceutical industries
government research labs
educational institutes

Pharmaceutical industries: Rs.26crores

Government research labs: Rs.11crores
Educational institutes: Rs.7.5crores
ASSESSING OF MARKET POTENTIAL
PHARMACEUTICAL INDUSTRIES
Total number of industries: 200
Sample size: 08
Total market size (in case of R&D): Rs26crores
Preference for G-Lab:
preference

29%

71%

yes no

From the survey it was found that out of 200 organizations present
there is total market of approximately Rs.26crores and out of the
total sample of respondents 71% of the respondents prefer to have
the branded furniture and 29% of the respondents believe that they
could not purchase the furniture because of price reason and of one
time investments in their labs.
Hence a total of market of Rs.19crores (approx) is said to be
existing in case of pharmaceutical industries.
GDPL (lab excel) was seem to be most familiar brand in
competition with Godrej. In most of the organization furniture is
made by local vendors according to need of the customers.
Generally furniture was made of wooden or of metal (i.e. stainless
steel) with the granite or wood base on the top.
Analysis: the analysis obtained from the findings, states that Lab
furniture in the organization were of local made. Among the
branded furniture – Godrej (office furniture) and GDPL (Lab
excel) was the prominent one.
But from the survey and observations it was found that 71% of the
respondents were interested in buying branded furniture, hence
potential market comes out to be Rs.18.46crores.
Purchase intention:
50% 40% 40%
40%
30%
20% 10% 10%
10%
0%
1

price quality duarability others

From the survey it was found that price and quality factors runs
more or less in tandem with each other. Hence it was conclude
that people were interested in buying the customized furniture
according to their specifications and their budgets. Other factors
which include prevention from termites, corrosion, rust and brand
preference constitutes only 10% of the total respondents.
GOVERNMENT ORGANIZATIONS:
Total number of organizations: 45
Sample size: 12
Total market size (in case of R&D): Rs.11crores
Preference about G-Lab:
prefernce

4%
30%

66%

yes no can't say

From the survey it was found that 66% of the respondents in the
Government organization showed interest in buying the Lab
furniture from Godrej (conditions apply) and 30% respondents
shoed the reluctance because of having completely furnished lab
and some also says that their furniture is purchased through open
tenders (government regulations). During the survey it was found
that in government organizations up-gradation is done every year
following the requirements of the organizations and 92% of the
respondents said that there is possibility of up-gradation being
done.
Hence total of Rs.7.2crores comes out of the potential total demand
for branded furniture.
Purchase intention:

6% 4%0%

90%

price quality durability others

During the research it was found that all of the government

organizations prefer to go for the lowest bidder in the open tender.
They say they only prefer branded furniture and mostly furniture
was of Godrej (office furniture) because this is the standardized
purchase based on the lowest one. But there was also clearly
mentioned that brand preference was not the only concern during
the purchase, price was the only concern.

EDUCATIONAL INSTITUTES:
Total number of institutes: 78
Sample size: 20
(Medical, dental, engineering etc.)
Total market size: Rs.7.5crores
Preference about G-lab:
prefernce

60% 50% 50%

40%
20%
0%
1

branded local

During the survey it was found that almost 50% of the respondents
of the educational universities and institutes do prefer to buy the
branded furniture for their labs (chemistry), but for physics and
electronics they prefer to go for customized furniture because they
go by their own specifications. Educational institute contributes to
a major part in purchasing the lab furniture as the number of
schools, private colleges is increasing day by day and private
clients show more interest in buying branded furniture because
they wanted a new and modern look for their laboratories.
Purchase intention:
16%

84%

yes no

From the survey it was found that 84% of the respondents showed
interest in buying the furniture. Hence the potential market for G-
lab comes out to be approximately Rs.6.5crores.
Purchase intention:

3%7%
13%

77%

price quality durability others

77% of the respondents believe price can be the only factor to

consider while purchasing lab furniture, because they believe lab
furniture is only one time investment and they can not afford to
invest huge amounts in that. Quality comes as a second major
concern while purchasing lab furniture because of rough usage of
furniture in labs and other institutes.
MARKET SEGMENT IN HARYANA:
market segment

19%
40%
10%

9%
22%

chemistry physics
biology biotech and pharma
others

In the survey, out of total number of laboratories studied:

• 40% are chemistry laboratories.
• 22% are physics laboratories.
• 10% are pharma and biotech laboratories.
• 95% are biology laboratories.
• 19% are others which include biochemistry, mechanical
engineering, hematology, microbiology, pathology and
petroleum testing laboratories are studied.
ANALYSIS:
It can be observed that the total market size (in terms of R & D)
is approximately is Rs.45crores. Among which pharmaceutical
industries are 60% which constitute Rs.26crores and the
government research labs constitute 27% which is worth
Rs.11crores
And the educational institute constitute 13% and of worth
Rs.7.5crores.
 Hence it can be seen that the pharma industry is the major target
industry for the G-lab when compared to another educational
institutes and government research labs. But by survey it has been
seen that government departments are more interested in buying
the Godrej furniture.

Market segment:
By the survey it has been analyzed that the segment of chemistry
labs furniture of the state are higher than any other labs furniture.
Physics and chemistry labs share most of the market for lab
furniture. It was observed that in chemistry labs, the furniture
should be alkali resistant and acid resistant, strain resistant and
corrosion resistant. And in physics labs furniture should be more
stable for standing and should not be shaky and should have
enough provision for electric and battery fittings. In Electronics
labs furniture should be customized according to the needs of
customers i.e. should be capable of holding electronics equipment
and computer also.
In the survey it was found that most of the customers would
prefer to buy the branded furniture round about 55% and 25%
prefer to have customized furniture. 20% prefer to have local
furniture and said that they do not have control over purchasing in
the department.
 preference

20%

55%
25%

branded customized local

FINDINGS:
The findings state that most of the furniture in the laboratory is
of local/regional brand and is of customized nature. Among the
branded furniture Godrej (office furniture), Lab excel (GDPL),
Modern, Citizen and Delight are the competitors present in the
market.
The features of brand distinction and brand recall are seems to
be missing from the market structure. But going through the
survey I found that 55% of the respondent would prefer to have
branded furniture.
Potential market in Haryana for G-lab is Rs.37crores
approximately.
Pharmaceutical industry has potential worth Rs.19crores and
educational institutes do have potential worth Rs.2.5crores and
government research labs have Rs.7crores.
 TYPE OF DEMAND:
Future plans regarding up-gradation of laboratory furniture:
future plans

80% 72%
60%
40% 28%
20%
0%
yes no

Series1 Series2

When the respondents were asked about their plans for future
expansion of their laboratory furniture 28% of the respondent said
that yes there will be going to be an up-gradation but 72% of the
respondents refused that there are no future plans.
It has been seen that the existing laboratories existing are
already having build up furniture is found to be considered as long
term investment and do not wish to change the furniture so early.
Most of the people prefer to go for the up-gradation for the
technology rather than going for furniture replacement.
Preference about G-Lab:
preference
54%
60%
40% 30%
16%
20%
0%
yes no can't say

Series1

According to the survey it was found that 54% of the people

would like to purchase the G-Lab because they find that the
designs are more customized and that quality offered by the Godrej
is excellent. The concept offered by Godrej is a new entrance in
furniture industry.
About 16% of the respondents said that they will not prefer
Godrej furniture because of the price factor. And about 30% of the
respondents cannot say because they do not have the authority to
purchase or make the decision.
In pharmaceutical industry about 29% of the respondents are
going up for the up-gradation. Hence the immediate demand for
the industry is 29%. In the Government Research labs 8% of the
respondents are going for up-gradation. Hence the immediate
demand is 8%.
In the Educational institute there is an immediate demand is
44%.
 60% 44%
40% 29%
20% 8%
0%
1

pharmaceuticals
government research labs
educational institutes

BRAND AWARENESS:
Awareness about G-Lab:
awareness

1%
no

99%
yes

0% 50% 100%

As the part of survey it was found that awareness about G-Lab

is almost “Zero”. They were aware about Godrej furniture and
also appreciated the quality and designs offered by Godrej. But
awareness regarding the G-Lab and full laboratory solution was
found to be absent.
It was found that most of the respondents were not aware of
modular furniture available in the market. They desired to have
the same information regarding the modular furniture and
information regarding any kind of furniture offered by the
company.
ANALYSIS:
Through the survey it was analyzed that there was no brand
awareness regarding the lab solution in Haryana region. This
shows a negative factor in fulfilling the demand for the G-lab
offered by Godrej.

PURCHASE INTENTION:
Important for the customer while choosing the furniture:
54%
60%
40% 30%
20% 6% 5% 0% 5%
0%
1

price quality
durability brand
after sale service others

During the research and discussion it was found that about 54%
of the respondents were conscious about price and this includes
government institutions and some private factories. In Government
institutions purchase is basically being done on tender basis and
lowest bidder is favored.
About 30% of the people do believe in quality and favours the
best quality while purchasing the furniture. These include private
pharmaceuticals and most private educational institutes and most
Hospitals which believe that this type of furniture is to be
purchased on one time basis.
About 6% believe in durability and 5% believe in brand name.
Other factor includes 5% people. Other factor includes better
storing capacity, better industrial relations or any other special
preference.

ANALYSIS:
According to the survey it was found that price sensitive market
was a largest one i.e. 54% and could be captured while
concentrating on their specifications and providing them with the
furniture keeping in mind their budgets. The major intention of the
customer is to get the desired quality in lowest price.
Hence it can be seen that price and quality runs in tandem.
LOOPHOLES:
 60% 45% 50%
50%
40%
30%
20% 3% 2%
10%
0%

grievances

after sale
follow up

complaints
response

service
handled
to
very good good average poor very poor

According to survey it was found that Godrej is having a very

bad reputation when concern about after sale service and grievance
handled and people were also not happy with the procedure
followed in following up the response given by the customers.
People were happy about the quality and designs provided by
the Godrej and customized work stations and carpets and full
office solutions and were responding in a positive way.
It was found that 45% of the people were not happy with the
procedure follow to get an order. Some says that it took too long
for Godrej people to concentrate on their requirements and needs
and they require furniture according to their specifications. People
were also not happy about the delivery period taken by the Godrej
to avail them the furniture. They say that 4-5 weeks is a very long
period and some wishes to take the furniture from the local
vendors in a very short span of time.
 About 3% of the respondents were not happy about the
complaints being handled; they complaints about the locking
system in the storwels and tray fitted in storwels.
50% of the people were not happy as their grievances were not
handled in a proper way and also in better way. They believe that
Godrej should not take such a long time in resolving their
grievances and should provide a better solution to their complaints.
 CONCLUSION:
From the findings and survey analysis it was concluded:
 The total market size is Rs.45crores.
• Pharma industry includes Rs.26crores.
• Government research labs include Rs.11crores.
• Educational institutes include Rs.7.5crores.
 The total immediate demand in Haryana region is Rs39%.
 The total potential for G-lab is Rs.37crores.
Through the analysis it has been concluded that the market for G-
Lab in Haryana region is existing but the category need for
branded furniture is not existing in the and seen to be almost
absent. The product does not have any threat from GDPL,
Kewaunee scientific corporation, Delight furniture and Modern
furniture. However the product has major threat from
local/Regional makers present.
The feature of brand distinction and brand recognition is missing
from the market which seems to be the main reason for the absence
of any kind of structured market from the region.
In the Haryana region the furniture is having competition on the
basis of price, and this seems to be main reason for the absence for
the branded furniture from the region. The quality is appreciated
by all the respondents and do show interest in buying the furniture
on quality basis but the fact remains that the price sensitive market
seem to be fluctuating when comes the price.
As far as the local vendors are concern they are providing tough
competition to the branded furniture and their prices are also low
and also now a days providing customer satisfaction and better
quality than before.
The best strength for Godrej furniture is the quality being provided
and which also proves to be the founding stone of the Godrej
furniture market in Haryana region. As far as local players are
concerned they cannot provide such quality because they do not
have such an expertise or the reach to the target of customers as the
Godrej has its product.
Since awareness about G-Lab is missing from the market the
customers cannot show their preference or consider G-Lab in the
entire buying procedure.
Through the findings of survey it has been analyzed that customers
are unsatisfied with the corrosion, strains, rusting. Some of the
respondent said that the granite top is also not suitable for the Lab
and in certain lab working conditions. They prefer Glass and other
specific inert material as the table top. Most of the respondent
suggested that height of the working table should be 750mm for
sitting and for working/standing it should be 900mm.
 RECOMMENDATIONS:

PRODUCT AND SERVICES:

 Design of catalog
Through the research it has been found the most of the
pharmaceuticals, physics and other kinds of labs were not
able to relate their laboratories with the G-Lab because the
catalog of only focus on the chemical labs. The problem
with the catalog is that it was not able to convey the full
product description to the customers.
The catalog does not show the customization of the
electronics and physics labs. For the product to be
completely accepted it is important that the catalog should
provide the full information regarding the furniture.
The full lab solution as told by Godrej is not fulfilled by
catalog. Hence the company should design special types of
catalogs which focus on all types of labs and moreover give
the better idea about the product.
 Improving after sales service and product delivery
system:
From the research and findings it was observed that most of
the Godrej customers were very much satisfied with the
product quality but were almost unsatisfied with the after sale
services provided by the company and the time taken for the
 delivery of the product. This is creating a negative impact on
the minds of the customers of Godrej. Small scale industries
and medium scale industries are reluctant to buy the furniture
because of this reason.
Hence the company should focus on improving its after sales
services and delivery system for maintaining a better
customer retention.
 Laboratory planning and designing:
There should be expert in every aspect of laboratory design,
budget, material selection, instrument space required, fume
hoods selection, planning of ventilation and dust systems.
Customers interact with Godrej architecture or expert,
consultant, pluming, electricians and contractors, share their
experience on laboratory planning and designing which
ultimately leads to the increased efficiency and performance
of the product.
 Product positioning:
G-Lab should be positioned as a new concept for laboratories
instead of just simple laboratory furniture. Since the product
has the major threat from the regional and local vendors and
the competition is simply because of the reason of price,
therefore g-Lab must create a new club in the market, based
on the conceptual part of the product and not on the price
 factor which will be totally different from the present
offerings of the market.
G-Lab should focus on the concept selling rather than
product selling. The product should focus on new
technology in lab furniture, which will result in the increased
efficiency and productivity of the laboratories, which will
result in the increased efficiency and productivity of the
laboratories.
 Training of sales personnel:
The G-lab is a high involvement product as well as it sells
concept thus customers seek more information regarding
these furniture. Therefore it becomes necessary to give sales
personnel and dealers, necessary knowledge and training
regarding the features of the product and the benefits it can
offer to the customers.
 Flexible product design:
Through the survey it has been observed that the customers
were unsatisfied with the corrosion, strain, rusting etc. Some
in fact says granite top is also not suitable for working in
certain lab conditions. Hence they prefer glass and other
specific inert material as the table top. Moreover the
responses reveal that the height of the working table should
 be 750mm for sitting and working and 950mm for standing
and working.
Hence the company should make the product flexible and
capable enough to meet these kinds of requirements.

BRAND AWARENESS
According to research and findings it was observed that the brand
awareness for the G-Lab in Haryana is almost absent. The feature
of brand distinction and brand recalling is completely absent with
regards to lab furniture. Thus absence of these features seems to
be the main reason and negative factor for the absence of any
structured market or the category in the state. This is why market
is showing a very low potential for the lab furniture.
Hence it is important to create the brand awareness by undertaking
the efficient marketing programs.

SOME STEPS TO CREATE BRAND AWARENESS

 Display
A good display system is an important need of every product
based business. This need is fulfilled by attractive and
flexible display of furniture. G-Lab is specialist laboratory
furniture and a high quality product. A perfect blend of A-
 Class raw and finishing material and the technically qualified
professionals together generates that High quality.
The most important aspect of making display systems is that
they should coincide with type, size and design of the
product. They should not only make the product look
attractive but also establish a particular identity of that
product.
 Educating the dealers and the sales personnel:
The G-Lab is a high involvement product and the customers
seek more information regarding these furniture. Therefore it
becomes necessary to give the dealers and the sales personnel
regarding the features the product and the benefits it can offer
to the company.
 Advertising in specific and corporate magazines:
A good advertisement in a magazine will surely create
awareness about the product quality, offered by the Godrej in
G-Lab. Magazines can create a sense of brand recalling and
brand recognition. Just like in case of other furniture
products it will helps in finding a suitable place in the minds
of people.
 Event organization:
The company must take up a step to sponsor some trade fairs,
science fetes, and some corporate association meeting, to give
the presentation about the G-lab to create the awareness and
educate the audience, regarding the modern laboratory furniture.
Follow up the information: to ensure the long term success of
G-Lab, the campaign needs to get information from the
participants feedback on how useful is the programme is, and its
impact in terms of business contracts, sales and order generated,
jobs created etc.
We should appreciate very much if your company contacted
respondent from time to time – to get a relevant feedback.
 Online questionnaire for the respondents:
This will help in creating awareness and could be used as
customer queries handling tool. This will help in also
generating awareness and providing knowledge about the
types of requirement in the market.
 Internet marketing:
The company must develop a comprehensive site giving the
information about the full product line, product features and
offerings. The site must also give the information regarding
the kind of laboratory setup the company provides and
moreover its client profile.
 LIMITATIONS:
1. The main problem in this research was the time and resource
constraint because of which I was not able to cover more
number of organizations, due to which sample size has been
reduced.
2. One of the major problems is also regarding collecting the
primary data.
3. During the survey it was found that the respondents were not
aware of the role of laboratory furniture which has made our
job difficult. Hence I have to give more time in taking out
the necessary and desired information from the respondents.
4. In most of the organization there were no separate funds
allocated for lab furniture and hence to find the market size I
have considered the R&D of the organization.
5. As far as the concept selling for G-Lab is considered I the
water is deeper than what it appears to be, therefore this field
requires a more detailed research with more technical
assistance and more resources.
6. Godrej as far as quality is concerned is a market leader, but
it still has to go a long way in case of price satisfaction to
customers. So it was very difficult to convince the
respondents that Godrej prices are now competitive what it
were two or three years back.
 BIBLIOGRAPHY:

1. BUSINESS RESEARCH METHODS: by DONALD R

COOPER AND PAMELA S SCHINDLER.
2. MARKETING RESEARCH: by C R KOTHARI
3. MARKETING MANAGEMENT: by PHILIP KOTLER.
4. SECONDARY DATA PROVIDED BY GODREJ.
5. INTERNET.
6. NEWSPAPER LIKE HINDUSTAN TIMES AND TIMES
OF INDIA.
7. FREQUENT GUIDANCE AND HELP PROVIDED BY Mr.
RAJIV VASUDEVA, Sr. BRANCH Mgr. GHAZIABAD
BRANCH.
8. HELP AND GUIDANCE GIVEN BY GODREJ PEOPLE.
Questionnaire: Date:

Name of the institution:

Name of the respondent:

Designation of the respondent:

City / town / state:

Q1. What is the concept of your laboratory?

a) Research
b) Tests
c) Manufacturing
d) Academic
e) Any other

Q2. What is the approximate area of your lab?

Q3. What type of furniture you are having presently in your lab?
a) Wooden
b) Steel
c) Fabricated
d) Any other

Q4. What are the other equipments of your lab?

Fume hoods , , Anti vibration table , Spot extractor ,

Lab stools , Floor units , Drawing unit .

Q5. Which was the brand you had purchased earlier?

a) Kewanee
b) GDPL
c) Citizen
d) Local (mention name)
e) Any other
Q6. What is the approx amount you spend earlier on buying that furniture?

Q7. What were the features you looked for while purchasing the furniture?
Also rate them 1 – 10.
a) Price
b) Quality
c) Brand
d) Durability
e) Designs available
f) Easy maintenance
g) Easy handling
h) Storing capacity
i) Prevention from damages caused by chemicals, heat, corrosion,
termites
j) After sale service
k) Low maintenance cost
l) Any other please specify

Q8. What are the problems / issues do you have regarding the current
laboratory furniture?

Q9. Do you have a plan for lab expansion / building new lab / changing
existing furniture?

Q10. Are you aware of Godrej lab furniture?

Yes / No

Q11. What do you think about the concept of G – lab?

a) Excellent
b) Good
c) Average
d) Poor

Q12. What are our suggestions / comments about G – lab?