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TEAM

GODS OWN KERALA Binu .C.Abraham

Tinchu.K.George

Dencil Lawrence

Suresh Kumar

Rahul.T.S

Prayanthi.G.S

Product Line : Home

COACH: Mr. A VENKETESAN

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A look @ Indian furniture industry

The Indian furniture market is worth $8 billion

The organized Indian furniture accounts for 15

per cent.

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The branded furniture market of the country was valued at

nearly $1.3 billion in 2008 and slated to reach $3.7 billion by theend of 2012.

Growing at a rate of 30 per cent compounded annually .

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Future Potential ..Is it bright????

ADDITIONAL HOUSING DEMAND PERIOD

11.8 MILLION UNITS 2012-2016

http://www.cushwake.com

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Now do they have money to spend??

Indias middle income earns between Rs. 5 lakhs per annum to

Rs. 10 lakhs per annum (currently number over 10 million.)

India witnessing a economic growth of 7% to 8%.

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Expansion of IT/ITES, KPOs and BPOs in the country

Out of the total demand in the residential sector the mid

range and affordable sectors will account for a

significant share

of 70% for 2010-2014.

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Does our business match with the industry trend?

Furniture Industry-30%

Godrej Interio 20%

Years

Growth

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Why? The answers are

Multi playerlack of focus

Medium size showroomsNot matching with Industry

Conventional channelsits on old glory

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Brand PositioningYouth.. but youth is not attracted

Customers ExperiencePre & Post sales - ????

Week communicationStill a steel furniture Brand

Penetration levels are high but low visibility.

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Our aim.?

10 x 10

B 2 C Solutions

2530% growth on initial years

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Can we actually achieve this level of growth rate ???(to match the industry trend & the corporate objective)

by

Price Increase ????

Addressing the products gaps ????

Adding up new LOBs ????

Expanding the channels ????

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All the elements will contribute

But Will not fuel the desired level

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Then what should we our action plan???

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What are we?

Most trusted Indian house hold brand.

Brand TraitsDurability, Credibility

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What are we?

Representation in Urban and Rural India.

A range of product offering right from Locks to Cupboards to

Appliances to Kitchens to Home Safes to Air conditioners.

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How will we grow exponentially by utilizing the existing

strength?

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Our Answer is

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Bundle it

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We ,the team from Gods own Kerala

take a humble step , an innovation,

to tap the potential

a pioneer concept.

redefining furniture shopping..redefining homes..

Lakshya 2012

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Definition:

An Indian home furnished with Godrej furniture in living, dining

one bedroom and Kitchen.

or

An Indian home furnished with Godrej furniture in living, diningand bedroom

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What we have:

Wide furniture range.

Brand Value .

Furniture designs which satisfy PAN India taste.

Choice of wooden, steel and glass furniture .

Sales and service set up in all major locations.

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But still why customers buy in bits and pieces

from us?

Mainly for two reasons:

1. Lack of differentiating factors in furniture design and price.

2. They feel the other product in Godrej is not value for money..

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How can we tap their full potential?

Position Godrej Interio as a one stop for all their furniture needs

Sell the concept of GGH.

Make the customer excited by informing the benefits of GGH. Be among the elite class of GGH customers.

Forget about the time spending for caring your furniture, but

spend it for enjoying our unlimited offers and benefits.

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What was our opportunity loss in Last year?

Rs. 723 Cr

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How?

Our customer base= 3700050000 ( Kitchen & HF)(Home Storage & Kreation not included)

Our ATV for HF transaction is Rs 0.50 L (Basic on an average) percustomer.

His buying potential is minimum 2.5 L to 7.5 L

(For customers who are furnishing their new houses)

CUSTOMER BASE = 202 CR / 50000 =40000 (APPROX ) source : COCO & FRANCHISEE

SOUTH ZONE

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How?

ie.-on an average we are getting customers worth Rs 925 Cr

(keeping a base figure of 2.5 L per house )

The balance of 723 Cr has walked away from us.

CUSTOMER BASE = 202 CR / 50000 =40000 (APPROX)

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Why customers should go for GGH?

I dont need to run around in different places/shops!

Better buying !! Furniture protection- OH I just need to worry about the other

things!!!

Care by furniture mechanic!!!!

Shining and clean Sofas always!!!!!

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Why customers should go for GGH?

Wow I can have a new furniture!!!!!

Any benefit for making it a complete Godrej home- with locks,

appliances, home safe!!!!!!

What will I do with my salary/income!!!!!!!

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Pride of being a part of our eco initiative

Healthy and hygienic environment (indoor air quality) to

make it a real HOME

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Our objective

Make more and more GGHs across India.

Rate performance on GGH numbers for HF & Kitchen.

COCO , Franchisee and Gallery should be rated on GGH nos.

DS = NO. OF GODREJ GREEN HOMES

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Our objective

All corporate and brand communication should include strips /

pop us on GGH.

Social media community for GGH customers.

Training calendar for channel sales people for creating GGH

consultants.

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Benefit (Financials)

HF Business Last year : Rs 18500 L

Kitchen Business : Rs 2700 L

HF ATV : Rs 0.50 L

Kit ATV : Rs 1.00 LNumber of customers : 37,00050,000

Potential per customer : 2.5 L7.0 L

Total potential on the lowest base: 92200 L

(Data collected from B Lore COCOs & Franchisee, HYD COCOs, Chennai COCO &

Franchisee and Cochin COCO & Franchisee)

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Benefit (Financials)

Imagine a situation on first year of implementation we areconverting 10% of our customers PAN India to GSH on the

lowest base of 2.5 L. the incremental business is

3700 x 2.5 L = 9250 L

Considering the LYR business of Home of 400,00 L, its

working to

23.12% GROWTH

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Let s See how other furniture companies are buying their

customers

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Loyal customers

Its costing 20 times higher to bring in a new customer rather than

retain an existing customer

SO

By creating more and more GGHs we are adding more and more

loyal customers to Godrej Family

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The future communication???

Is your home a Godrej Green Home?????

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Godrej Green home will reallytransform your life..

Lets gear up for that.

Thank You

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