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Executive Summary Introduction Objective Methodology Background Product Details Financial Highlights Distribution

Organizational Structure SWOT Analysis Conclusion Recommendation Bibliography Annexure


IPSA is the premier name and one of the leader brands in the exclusive hardware segment, which is reigning the particular segment since last 9 years. Presently, enjoying a substantial market share but now open to fierce competition from brands like, Dorset, Golden Locks, Harrison and Link etc. That make IPSA to feel the need for increasing its marekt share. We carried out a market survey taking a convenient sample (including residents, architects and builders) in Delhi & NCR area with a structured questionnaire. The method is being descriptive and exploratory type. The analysis of the questioning is made after taking and considering certain common features and attributes. On the basis of that we gave our recommendations for real customer education i.e., IPSA need to educate the customers, develops customers awareness. And further IPSA needs to enter a new market segment.


Once Peter Drucker Said Marketing is so basic that it cannot be taken as a separate function. It is the whole business seen from the point of view of its final result, that is, from the customer point of view business sweets is not determined by the producer but buy the customer. Hence, customers perception is the key that defines the correct positioning of the product. Perception is defined as the correct interpretation of the sensory information in the light of past experience. Perception is a whole process the consumer all ways perceive the product as a whole, even though he is exposed to a single attribute of any product at a given time. Again we repeat consumers perception reflects the correct positioning of the product.

Positioning is the act of designing the companys offerings and image so they occupy a meaningful and distinct competitive position in the target customers minds. In other words we can say positioning means the mental image of the customer about any product which can be in relation to its competitive. Marketing in all its aspects thinks customer Any organizations before developing its marketing plans need to study all the aspects of consumer i.e., from customer point of view. It needs to analyze the consumer behavior, perception, attitudes, values etc. It also needs to take into accounts the factors like social, cultural, personal and psychological, which influence the consumers, perception. Taking it into account, the above factors a market survey is made the study the consumers perception towards the IPSA, which may help the company to know and access the real positioning of IPSA and their by help the company in developing a suitable marketing plan.


1. To understand the manufacturing process of IPSA products.2.

Identifying the new prospects and new users segment.

3. To identify different channels of distribution which are opted by the company and several others which can be taken over by it. 4. To gain practical experience of all marketing strategies followed and regulated by the company.

METHODOLOGY It is basically a marketing survey study, based on primary data collection. It is descriptive research where survey is undertaken to learn about consumers perception. Again perception includes customer knowledge, beliefs,

preference, satisfaction etc.

The units of analysis are some residents and some builders/ contractors, in Delhi & NCR region, we have taken some convenience sample for primary data and for the analysis of supply chain management, we have taken samples of many dealers in the local area. The data collection method or the research instrument is a structured questionnaire i.e., designed to study the

consumers perception.

All the secondary information were regarding the company and its performance were collected from their regional office at Anand Vihar Delhi and some data were collected from the Internet.


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 on to make safes and security equipment of the highest order and then stunned the world by creating toilet soap from vegetable oil. His brother Pirojsha Godrej carried Ardeshir's dream forward, leading Godrej towards becoming a vibrant, multiproduct enterprise. Pirojsha laid the foundation for the sprawling industrial garden township now called Pirojshanagar in the suburbs of Mumbai. Godrej touches the lives of millions of Indians every day. To them, it is a symbol of enduring ideals in a changing world. Incorporation Established in 1897, the Company was incorporated with limited liability on March 3, 1932, under the Indian Companies Act, 1913. Combined Sales - Subsidiaries and Affiliates The Company is one of the largest privately-held industrial corporations in India. The combined Sales (including Excise Duty) of the Company, its subsidiaries and affiliates, during the Fiscal

Year ended March 31, 2001, amounted to about Rs. 35,000 million (US$ 740 million). Godrej undertakes customised requirements from individuals / organisations in respect of the following: The Godrej Locks has marked steady growth for last 2 decades. For example in the years 1999, 2000 and 2001 their turnover where 62crores, 68crores and 72crores respectively.

Products Details Godrej has the most versatile range a products which are mentioned below:

Master key solutions in the following standard products Navtal Padlocks - Freedom Padlocks - All Ultra Locks Pin Cylinder Mortise Locks, Cylindrical Locks and Rim Locks

Common key solutions in all products Development of a totally new lock / latch / component These products can be supplied with the customers brand name.

Modifications in the standard Godrej product range that will suit the functional / aesthetic requirement of the customer

Some of the prestigious clients of IPSA:

DLF Projects Ltd Parsavnath Projects Ltd. Omaxe Ltd Eldeco Tata Housing Bharti - Walmart Reliance Panchsheel builders

And the list continues with many more renowned Builders and contractors. Smart planning begins at the door with IPSA exclusive range.

Where you need security, Godrej is there. There are locks for cupboards, drawers, kitchen cabinets, wardrobes, metallic boxes, postboxes, unobtrusively. Elegance and beauty go together in a Godrej Mortise Lock. These locks are available in a range of designs and finishes that look great on the front door of houses, office cabins or 5-star hotel rooms. They are available in Keyless, Lever mechanism, Pin Cylinder mechanism and Ultra Locking mechanism. The locks and a variety of handle sets are available in separate packs. The Ultra Locking systems from Godrej are security for tomorrow, available today. They are based on multi-row 14-pair pin cylinder technology, i.e., pins need to make precision contact with the key telephone and other furniture. These versatile locks have multiple uses, are rust-resistant and fit

from 3 sides instead of one. The Ultra key has high precision dimples on all four sides, of different sizes, made with sophisticated computerized technology. The computerized dimples are available in over 1000 million combinations. Ultra key is reversible and is made of nickel-silver which resists bending. Ultra locks' inside components are made of rust-proof metals like brass and stainless steel, to ensure they function smoothly for years. Whether it is Front door, Main door or even Balcony door - one cannot compromise on anything less than a Godrej Lock. Even here, there are several choices, all of which offer you security of the highest order. With the SOHO concept booming and the offices being designed to create an ambience, which improves efficiency, various Interior Decorators and Architects have given air conditioning utmost importance. Striving towards providing total solutions for your door, Godrej locks has launched 3 models of hydraulic door closers, which cater to different applications. These products adapt to different demands of closing and latching speeds thereby minimizing the loss in air conditioning.

The Range of Door Closers include : 1. Hydraulic Door Closers Heavy 2. Hydraulic Door Closers - Two Speed 3. Hydraulic Door Closers - Standard Duty

Distribution Network Our All India operations are carried out through the main corporate office situated at 57/1/17-18 site-4 industrial area Sahibabad, Ghaziabad. The Distribution Network consists of a strong army of over 800 dealers, making our products available at the remotest retail counter. IPSAs Hardware can even be seen in remote corners of India. In homes, shops, sheds, godowns, shutters ... in villages, towns and cities. Today the assertive range of IPSA products are prescribed and recommended by famous architects and builders for its PRICE, SUPPLY & QUALITY.



Managing Director


GM Sales & Mktg.


















Strengths in the market enjoying

Weakness a always charges premium.

One of the top leading brands Does not comprise with price substantial market share Poor attention in the sales growing demanding in

which offers widest and most promotion and advertisement versatile ranges of locks and for innovative hardware, with its assertive and exclusive quality. Fastest The market penetration connotes as of and cove