godrej

A study on Marketing Function Audit and Competitive Analysis of Godrej

Interio in India

Surveyed Done by; Surveyed Done by;

Suvashis Mahapatra (10DR009)Suvashis Mahapatra (10DR009)

Arkadeep Dasgupta (10DR012)Arkadeep Dasgupta (10DR012)

Smuriti sikha Behrra (10DR023) Smuriti sikha Behrra (10DR023)

A study on Marketing Function Audit and Competitive Analysis of Godrej Interio in India

Benefits of a marketing auditBenefits of a marketing audit

A marketing audit is defined as A marketing audit is defined as "a systematic, "a systematic, comprehensive and periodic review of the entire comprehensive and periodic review of the entire marketing activities of an organisation"marketing activities of an organisation" (College of (College of Business).Business).

The purpose of an audit is to:The purpose of an audit is to: Determine what is Determine what is currently being donecurrently being done EvaluateEvaluate what is being done (is it working, etc) what is being done (is it working, etc) RecommendRecommend what should be done in the future what should be done in the future

What is Marketing function Audit

1. Product: One’s products' unique competencies

2. Price

3. Distribution

4. Advertising, sales Promotion, Publicity, and Direct Marketing

5. Sales Force

About Godrej InterioAbout Godrej Interio

Inaugurating the store, Anil S Mathur, COO, Godrej Inaugurating the store, Anil S Mathur, COO, Godrej Interio, said, "Godrej Interio is totally committed to Interio, said, "Godrej Interio is totally committed to providing the highest quality furniture. The design providing the highest quality furniture. The design teams work closely with consumers to determine their teams work closely with consumers to determine their likes and preferences and these requirements are what likes and preferences and these requirements are what can be seen in the products. While the designs are can be seen in the products. While the designs are contemporary, they reflect the lifestyle needs of the contemporary, they reflect the lifestyle needs of the Indian consumers. ’’ Mathur said that in 2009-2010, Indian consumers. ’’ Mathur said that in 2009-2010, the company achieved a turnover of Rs 1000 crore the company achieved a turnover of Rs 1000 crore and plans were there to achieve a Rs 1300 crore and plans were there to achieve a Rs 1300 crore turnover this year, with a 35 per cent growth.turnover this year, with a 35 per cent growth.

Con…………Con………… Godrej Interio, the furniture arm of Godrej & Boyce Mfg Co Ltd, is planning to Godrej Interio, the furniture arm of Godrej & Boyce Mfg Co Ltd, is planning to

foray into the ready-to-assemble segment, where furniture is purchased in multiple foray into the ready-to-assemble segment, where furniture is purchased in multiple pieces and require assembly.pieces and require assembly.

Anil Mathur, chief operating officer of Godrej Interio, said the category was Anil Mathur, chief operating officer of Godrej Interio, said the category was nascent. “We are seeing how best we can approach it.” He added a blueprint for the nascent. “We are seeing how best we can approach it.” He added a blueprint for the same would be ready in the next month-and-a-half. Godrej Interio is the largest same would be ready in the next month-and-a-half. Godrej Interio is the largest company in the Rs 3,000-crore organised furniture market, with a market share of company in the Rs 3,000-crore organised furniture market, with a market share of about 20 per cent. The company, according to Mathur, hopes to grow its turnover to about 20 per cent. The company, according to Mathur, hopes to grow its turnover to Rs 1,000 crore in this financial year. It offers home and office furniture, along with Rs 1,000 crore in this financial year. It offers home and office furniture, along with solutions for laboratories, hospitals and health care establishments, and education solutions for laboratories, hospitals and health care establishments, and education and training institutes.and training institutes.

In view of the growing competition, Godrej & Boyce has been upgrading its In view of the growing competition, Godrej & Boyce has been upgrading its products more often to keep up with consumer tastes and preferences. The products more often to keep up with consumer tastes and preferences. The company recently launched a furniture range with designer Krshna Mehta, and is company recently launched a furniture range with designer Krshna Mehta, and is looking at two more launches with international designers in a few months. “One is looking at two more launches with international designers in a few months. “One is with a French designer for a new sofa and chair range. There is another one with an with a French designer for a new sofa and chair range. There is another one with an English designer soon after,” said Mathur. English designer soon after,” said Mathur.

PRODUCT & PRICE OF PRODUCT & PRICE OF GODREJ INTERIOGODREJ INTERIO..

BEDROOM CONCEPTBEDROOM CONCEPT

Royale Linea MattRoyale Linea Matt Zurina Squadro Zurina Squadro Fiona Linea GlossyFiona Linea Glossy Adriana SquadroAdriana Squadro EROS FlutterEROS Flutter Megnus ChloeyMegnus Chloey Peare MorpheusPeare Morpheus Dark chocolatDark chocolat

PRICEPRICE

PRICE STARTS FOR BED ROOM PRICE STARTS FOR BED ROOM CONCEPTCONCEPT

Starts from 450000 to 1200000 more Starts from 450000 to 1200000 more then thatthen that

LIVING ROOM CONCEPTLIVING ROOM CONCEPT

Coffee TableCoffee Table SofasSofas Living Room conceptsLiving Room concepts

LIVING ROOM CONCEPTLIVING ROOM CONCEPT

Price start from 280000 to 800000 more than Price start from 280000 to 800000 more than thatthat

CUPBOARDSCUPBOARDS

FanfasiaFanfasia KreationKreation Similire Miror ZSSimilire Miror ZS Slimline with locker & drawerSlimline with locker & drawer

CUPBOARDSCUPBOARDS

Price starts from 12000 to 32000 for stillPrice starts from 12000 to 32000 for still

or for wood 25000 to 100000or for wood 25000 to 100000

BEDSBEDS

ESCA Peare BedESCA Peare Bed Arista Vienna BedArista Vienna Bed Opal Wilmer BedOpal Wilmer Bed Eudora Bed Royal BedEudora Bed Royal Bed Megnus Bed zurina Bed Megnus Bed zurina Bed Oscar Eros BedOscar Eros Bed Thrill Hastel Bed Windsor Bed Thrill Hastel Bed Windsor Bed Zeal Hastel Bed Flute Bed Zeal Hastel Bed Flute Bed

BEDS PRICEBEDS PRICE

Starts from 29000 to 210000 more then thatStarts from 29000 to 210000 more then that

STUDY ROOMSTUDY ROOM

Computer FurnitureComputer Furniture Genious study centresGenious study centres

* ACE* ACE

* Genious study centres* Genious study centres

* Talent * Talent

STUDY ROOMSTUDY ROOM

Price starts from 10000 to 70000Price starts from 10000 to 70000

DINING ROOMDINING ROOM

Dining chairDining chair Dining setsDining sets Multi purpose chairMulti purpose chair TablesTables

Also they provide Dyning room conceptAlso they provide Dyning room concept

DINING ROOM CONCEPT + DINING ROOM CONCEPT + DINING SETDINING SET

For Dining Room concept ~ 180000 to 300000For Dining Room concept ~ 180000 to 300000

For dining Set ~ 17000 to 200000 For dining Set ~ 17000 to 200000

KIDS ROOMKIDS ROOM

I-spaceI-space Kids - furniture Kids - furniture

KIDS ROOMKIDS ROOM


KITCHENKITCHEN

Accessories unitsAccessories units Kitchen layoutsKitchen layouts Shade cardsShade cards

Also they provide kitchen conceptAlso they provide kitchen concept

KITCHENKITCHEN

Price ~ Price ~ Price depends on sq.feet of area

HOME ACCESSORIESHOME ACCESSORIES

PotpourriPotpourri Candles & Incense sticksCandles & Incense sticks Bean bagsBean bags

HOME ACCESSORIESHOME ACCESSORIES


OFFICEOFFICE

Desking Desking WorkstationsWorkstations SeatingSeating StorageStorage Green productGreen product

OFFICEOFFICE

Price depend on spacePrice depend on space

LAB PRODUCTLAB PRODUCT

Chem storage cabinetsChem storage cabinets Fume – HoodsFume – Hoods Safety EquipmentSafety Equipment Anti vibration tableAnti vibration table

MATTRESSMATTRESS

MATTRESSMATTRESS

Coir mattressCoir mattress Latex MattressLatex Mattress Spring MattressSpring Mattress Bed accessoriesBed accessories

MATTRESSMATTRESS

Starts from –Starts from –

single mattress ~ 8000 to 70000single mattress ~ 8000 to 70000

dabble mattress ~ 12000 to 80000dabble mattress ~ 12000 to 80000

CARPETCARPET

They also provide many colors full carpetThey also provide many colors full carpet

DESKINGDESKING

SenataSenata MarquisMarquis EncartaEncarta DukeDuke

STORAGESTORAGE

OptimizerOptimizer Tambour Door UnitTambour Door Unit

STORAGESTORAGE

Starts from 15000 to 150000Starts from 15000 to 150000

What What Tactical Pricing Strategies Godrej interio use

Differential pricing strategyDifferential pricing strategy Product Bundle Pricing Value pricing

Targeted Segmentation Targeted Segmentation

1.1.Demographic Demographic Occupation Occupation Income Income Family sizeFamily size GenderGender 2.2.PhychographicPhychographic Social classSocial class LifestyleLifestyle 3.3.BehavioralBehavioral Purchase occasionPurchase occasion User statusUser status Attitude towards the product or serviceAttitude towards the product or service

Distribution ChannelDistribution Channel

They have 150 exclusive showroom in 21 cities. They They have 150 exclusive showroom in 21 cities. They are also having 800 dealers outlet.are also having 800 dealers outlet.

West ~ Mumbai, Ahmedabad, Bhopal, puna,raipur.West ~ Mumbai, Ahmedabad, Bhopal, puna,raipur.

East ~ Kolkata, Bhubaneshwar, Guwahahati, Patna, East ~ Kolkata, Bhubaneshwar, Guwahahati, Patna, RanchiRanchi

North ~ Delhi, Chandigarh, Faridabad-ghaziabad, North ~ Delhi, Chandigarh, Faridabad-ghaziabad, jaipur, lucknowjaipur, lucknow

South ~ Chennai, Bangalore, Hyderabad, kochi,Vizag South ~ Chennai, Bangalore, Hyderabad, kochi,Vizag

In BBSRIn BBSR

In Bhubaneswar they have 1 company owned In Bhubaneswar they have 1 company owned showroom, 3 franchise owned showroom & 1 showroom, 3 franchise owned showroom & 1 head branch officehead branch office

Godrej Distribute its product from the head Godrej Distribute its product from the head quarter which is located at piroishanager quarter which is located at piroishanager vikhroli Mumbaivikhroli Mumbai

Competitor of godrej interioCompetitor of godrej interio

ZuariZuari AlderAlder GreakenGreaken DurienDurien VistaVista

GodrejGodrej InterioInterio - - UptoUpto 20% Discount 20% Discount - - New New Year 2011 Offer Year 2011 Offer

Sale on: Sale on: Furnishing, Kitchen, Furniture, Furnishing, Kitchen, Furniture, HouseholdHousehold

Starts: Starts: 12 Dec 201012 Dec 2010Ends : Ends : Limited Period OfferLimited Period Offer

Expired: Expired: GodrejGodrej InterioInterio Home - Stylish Offer Home - Stylish Offer

SalSale on: e on: Furnishing, Furniture, Furnishing, Furniture, HouseholdHousehold

Started: Started: 31 Jan 201031 Jan 2010Ended : Ended : Limited Period OfferLimited Period Offer

Expired: Godrej Interio - Mega Clearance Expired: Godrej Interio - Mega Clearance SALE SALE

Sale on: Sale on: HouseholdHouseholdStarted: Started: 25 Dec 200825 Dec 2008

Ended : Ended : Limited Period OfferLimited Period Offer

SALES PROMOTION

Godrej Interio, a well known name in home and Godrej Interio, a well known name in home and office furniture Godrej portal for online gaming, office furniture Godrej portal for online gaming, virtual reality and social networking, both have virtual reality and social networking, both have entered into an exciting associations with the entered into an exciting associations with the much awaited movie Anjaana Anjaani. The two much awaited movie Anjaana Anjaani. The two Godrej product offerings rewarded their lucky Godrej product offerings rewarded their lucky customers with a special meeting with the stars customers with a special meeting with the stars of the movie Ranbir Kapoor and Priyanka of the movie Ranbir Kapoor and Priyanka Chopra in Mumbai on the 1st of October 2010Chopra in Mumbai on the 1st of October 2010

Interio's Green Initiatives Interio's Green Initiatives

Use of natural lighting in the plant, saving up to Use of natural lighting in the plant, saving up to 15% of power.15% of power.

Recycling of water with reverse osmosis plant. Recycling of water with reverse osmosis plant. Effective utilization of in-process waste water Effective utilization of in-process waste water

which after effluent treatment is used for watering which after effluent treatment is used for watering gardens.gardens.

Sale of hazardous waste only to ‘Pollution Sale of hazardous waste only to ‘Pollution Control Board’ authorized partiesControl Board’ authorized parties

ADVERTISEMENTADVERTISEMENT

Godrej Interio - Up to 20% Discount - New Year Godrej Interio - Up to 20% Discount - New Year 2011 Offer 2011 Offer

Sale on: Furnishing, Kitchen, Furniture, HouseholdSale on: Furnishing, Kitchen, Furniture, HouseholdStarts: 12 Dec 2010Starts: 12 Dec 2010

Ends : Limited Period OfferEnds : Limited Period Offer

Expired: Godrej Interio Home - Stylish Offer Expired: Godrej Interio Home - Stylish Offer Sale on: Sale on: Furnishing, Furniture, HouseholdFurnishing, Furniture, Household

Started: Started: 31 Jan 201031 Jan 2010Ended : Ended : Limited Period OfferLimited Period Offer

Expired: Godrej Interio - Mega Clearance SALE Expired: Godrej Interio - Mega Clearance SALE Sale on: Sale on: HouseholdHouseholdStarted: Started: 25 Dec 200825 Dec 2008

Ended : Ended : Limited Period OfferLimited Period Offer

SALES PROMOTION

Godrej Interio partners with Godrej Interio partners with ‘Anjaana Anjaani’‘Anjaana Anjaani’

Godrej Interio, a well known name in home and office Godrej Interio, a well known name in home and office furniture Godrej portal for online gaming, virtual reality and furniture Godrej portal for online gaming, virtual reality and social networking, both have entered into an exciting social networking, both have entered into an exciting associations with the much awaited movie Anjaana Anjaani. associations with the much awaited movie Anjaana Anjaani. The two Godrej product offerings rewarded their lucky The two Godrej product offerings rewarded their lucky customers with a special meeting with the stars of the movie customers with a special meeting with the stars of the movie Ranbir Kapoor and Priyanka Chopra in Mumbai on the 1st of Ranbir Kapoor and Priyanka Chopra in Mumbai on the 1st of October 2010October 2010

Public relations…..Public relations…..

WALK THE WALK THE GREEN TALK…..GREEN TALK…..

Green buildings: eco- friendly.Green buildings: eco- friendly.

Health is wealth….Health is wealth….

Godrej memorial Godrej memorial hospital ,with 110 bed , hospital ,with 110 bed , a OPD & ICU,a cutting a OPD & ICU,a cutting edge Hyperbaric edge Hyperbaric Oxygen for medical Oxygen for medical emergencies strives emergencies strives tirelessly to provide tirelessly to provide healthcare.healthcare.

Community developmentCommunity development

Godrej was one of the Godrej was one of the nations first corporate nations first corporate houses to initiate houses to initiate worker welfare worker welfare programes.They keep programes.They keep mumbai’s beautiful mumbai’s beautiful because they support the because they support the Indian Heritage Society.Indian Heritage Society.

Knowledge is power.Knowledge is power.

They have even They have even established schools at established schools at Udayachal,means the Udayachal,means the eastern mountains ,from eastern mountains ,from which the sun rises, which the sun rises, illuminating everything illuminating everything on its path. Knowledge on its path. Knowledge leads godrej follows.leads godrej follows.

.. SWOT of GODREJ INTERIO SWOT of GODREJ INTERIO

STRENGTH: STRENGTH: The Company has got wide range of branches within the country.The Company has got wide range of branches within the country.

The Company has wide range of product line. The Company has The Company has wide range of product line. The Company has there respectable and believable brand name.there respectable and believable brand name. Company is having large number of customer with higher Company is having large number of customer with higher satisfaction.satisfaction.

Exchange offer. Exchange offer. WEAKNESS: WEAKNESS: The Company does not go for advertising, which is one of the The Company does not go for advertising, which is one of the

biggest biggest disadvantage of Godrej. disadvantage of Godrej. Manpower is less at sale officer level so that it affecting directly on Manpower is less at sale officer level so that it affecting directly on the way of sale. the way of sale. The effective selling schemes are not available like payment on The effective selling schemes are not available like payment on instalments. instalments. Sales executives are not well mannered Sales executives are not well mannered

cont,…cont,…

OPPORTUNITIES: OPPORTUNITIES: Godrej has more opportunities to grow as it has earned good Godrej has more opportunities to grow as it has earned good

market market share in Orissa. share in Orissa. Technical up gradation time to time is also one of the Technical up gradation time to time is also one of the

opportunities. opportunities.

THREAT: THREAT: The growing competition in the furniture sector is a threat The growing competition in the furniture sector is a threat

for Godrej to stand in the market with the higher position. for Godrej to stand in the market with the higher position.

DIRECT MARKETINGDIRECT MARKETINGDirect Mail Although many believe Direct Mail marketing has seen its best days alreadypassed; there is still some life in this powerful, traditional form of advertising.Direct Mail refers to postcards, brochures and flyers that are sent throughthe mail and generally contain a direct response call-to-action. Using directmail means having to purchase some necessities for the campaign, includingprinting materials, postage and the address lists of the demographic youwish to target

Sales forceSales force

Ownership 2 types:Ownership 2 types:

Franchisee ownershipFranchisee ownership

COCOCOCO Adequate incentive &rewards are adequate.Adequate incentive &rewards are adequate. Commissions are provided to increase Commissions are provided to increase

sales .So this acts as a sales force to motivate sales .So this acts as a sales force to motivate employees to uplift sales.employees to uplift sales.

godrej

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