Your SlideShare is downloading. ×
Godrej
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Godrej

13,710
views

Published on

godrej produce price place & promotion

godrej produce price place & promotion


0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
13,710
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
298
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. A study on Marketing Function Audit and Competitive Analysis of Godrej Interio in India
    • Surveyed Done by;
    • Suvashis Mahapatra (10DR009)
    • Arkadeep Dasgupta (10DR012)
    • Smuriti sikha Behrra (10DR023)
    A study on Marketing Function Audit and Competitive Analysis of Godrej Interio in India
  • 2.  
  • 3. Benefits of a marketing audit  
    • A marketing audit is defined as "a systematic, comprehensive and periodic review of the entire marketing activities of an organisation" (College of Business).
    • The purpose of an audit is to:
    • Determine what is currently being done
    • Evaluate what is being done (is it working, etc)
    • Recommend what should be done in the future
  • 4. 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
  • 5. About Godrej Interio
    • Inaugurating the store, Anil S Mathur, COO, Godrej Interio, said, "Godrej Interio is totally committed to providing the highest quality furniture. The design teams work closely with consumers to determine their likes and preferences and these requirements are what can be seen in the products. While the designs are contemporary, they reflect the lifestyle needs of the Indian consumers. ’’ Mathur said that in 2009-2010, the company achieved a turnover of Rs 1000 crore and plans were there to achieve a Rs 1300 crore turnover this year, with a 35 per cent growth.
  • 6. Con…………
    • 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 pieces and require assembly.
    • 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 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 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 solutions for laboratories, hospitals and health care establishments, and education and training institutes.
    • In view of the growing competition, Godrej & Boyce has been upgrading its products more often to keep up with consumer tastes and preferences. The 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 with a French designer for a new sofa and chair range. There is another one with an English designer soon after,” said Mathur.
  • 7. PRODUCT & PRICE OF GODREJ INTERIO .
  • 8.  
  • 9.  
  • 10. BEDROOM CONCEPT
    • Royale Linea Matt
    • Zurina Squadro
    • Fiona Linea Glossy
    • Adriana Squadro
    • EROS Flutter
    • Megnus Chloey
    • Peare Morpheus
    • Dark chocolat
  • 11. PRICE
    • PRICE STARTS FOR BED ROOM CONCEPT
    • Starts from 450000 to 1200000 more then that
  • 12.  
  • 13.  
  • 14. LIVING ROOM CONCEPT
    • Coffee Table
    • Sofas
    • Living Room concepts
  • 15. LIVING ROOM CONCEPT
    • Price start from 280000 to 800000 more than that
  • 16.  
  • 17. CUPBOARDS
    • Fanfasia
    • Kreation
    • Similire Miror ZS
    • Slimline with locker & drawer
  • 18. CUPBOARDS
    • Price starts from 12000 to 32000 for still
    • or for wood 25000 to 100000
  • 19.  
  • 20. BEDS
    • ESCA Peare Bed
    • Arista Vienna Bed
    • Opal Wilmer Bed
    • Eudora Bed Royal Bed
    • Megnus Bed zurina Bed
    • Oscar Eros Bed
    • Thrill Hastel Bed Windsor Bed
    • Zeal Hastel Bed Flute Bed
  • 21. BEDS PRICE
    • Starts from 29000 to 210000 more then that
  • 22.  
  • 23. STUDY ROOM
    • Computer Furniture
    • Genious study centres
    • * ACE
    • * Genious study centres
    • * Talent
  • 24. STUDY ROOM
    • Price starts from 10000 to 70000
  • 25.  
  • 26. DINING ROOM
    • Dining chair
    • Dining sets
    • Multi purpose chair
    • Tables
    • Also they provide Dyning room concept
  • 27. DINING ROOM CONCEPT + DINING SET
    • For Dining Room concept ~ 180000 to 300000
    • For dining Set ~ 17000 to 200000
  • 28.  
  • 29. KIDS ROOM
    • I-space
    • Kids - furniture
  • 30. KIDS ROOM
    • Price starts from 25000 to 40000
  • 31.  
  • 32. KITCHEN
    • Accessories units
    • Kitchen layouts
    • Shade cards
    • Also they provide kitchen concept
  • 33. KITCHEN
    • Price ~ Price depends on sq.feet of area
  • 34.  
  • 35. HOME ACCESSORIES
    • Potpourri
    • Candles & Incense sticks
    • Bean bags
  • 36. HOME ACCESSORIES
    • Price starts from 2000 to 20000
  • 37.  
  • 38. OFFICE
    • Desking
    • Workstations
    • Seating
    • Storage
    • Green product
  • 39. OFFICE
    • Price depend on space
  • 40.  
  • 41. LAB PRODUCT
    • Chem storage cabinets
    • Fume – Hoods
    • Safety Equipment
    • Anti vibration table
  • 42. MATTRESS
  • 43. MATTRESS
    • Coir mattress
    • Latex Mattress
    • Spring Mattress
    • Bed accessories
  • 44. MATTRESS
    • Starts from –
    • single mattress ~ 8000 to 70000
    • dabble mattress ~ 12000 to 80000
  • 45.  
  • 46. CARPET
    • They also provide many colors full carpet
  • 47.  
  • 48. DESKING
    • Senata
    • Marquis
    • Encarta
    • Duke
  • 49.  
  • 50. STORAGE
    • Optimizer
    • Tambour Door Unit
  • 51. STORAGE
    • Starts from 15000 to 150000
  • 52. What Tactical Pricing Strategies Godrej interio use
    • Differential pricing strategy
    • Product Bundle Pricing
    • Value pricing
  • 53. Targeted Segmentation
    • 1. Demographic
    • Occupation
    • Income
    • Family size
    • Gender
    • 2. Phychographic
    • Social class
    • Lifestyle
    • 3. Behavioral
    • Purchase occasion
    • User status
    • Attitude towards the product or service
  • 54. Distribution Channel
    • They have 150 exclusive showroom in 21 cities. They are also having 800 dealers outlet.
    • West ~ Mumbai, Ahmedabad, Bhopal, puna,raipur.
    • East ~ Kolkata, Bhubaneshwar, Guwahahati, Patna, Ranchi
    • North ~ Delhi, Chandigarh, Faridabad-ghaziabad, jaipur, lucknow
    • South ~ Chennai, Bangalore, Hyderabad, kochi,Vizag
  • 55. In BBSR
    • In Bhubaneswar they have 1 company owned showroom, 3 franchise owned showroom & 1 head branch office
    • Godrej Distribute its product from the head quarter which is located at piroishanager vikhroli Mumbai
  • 56. Competitor of godrej interio
    • Zuari
    • Alder
    • Greaken
    • Durien
    • Vista
  • 57. Godrej Interio - Upto 20% Discount - New Year 2011 Offer Sale on: Furnishing, Kitchen, Furniture, Household Starts: 12 Dec 2010 Ends : Limited Period Offer Expired: Godrej Interio Home - Stylish Offer Sal e on: Furnishing, Furniture, Household Started: 31 Jan 2010 Ended : Limited Period Offer Expired: Godrej Interio - Mega Clearance SALE Sale on: Household Started: 25 Dec 2008 Ended : Limited Period Offer SALES PROMOTION
  • 58.
    • Godrej Interio, a well known name in home and office furniture Godrej portal for online gaming, virtual reality and social networking, both have entered into an exciting associations with the much awaited movie Anjaana Anjaani. The two Godrej product offerings rewarded their lucky customers with a special meeting with the stars of the movie Ranbir Kapoor and Priyanka Chopra in Mumbai on the 1st of October 2010
  • 59. Interio's Green Initiatives
    • Use of natural lighting in the plant, saving up to 15% of power.
    • Recycling of water with reverse osmosis plant. Effective utilization of in-process waste water which after effluent treatment is used for watering gardens.
    • Sale of hazardous waste only to ‘Pollution Control Board’ authorized parties
  • 60. ADVERTISEMENT
  • 61. Godrej Interio - Up to 20% Discount - New Year 2011 Offer Sale on: Furnishing, Kitchen, Furniture, Household Starts: 12 Dec 2010 Ends : Limited Period Offer Expired: Godrej Interio Home - Stylish Offer Sale on: Furnishing, Furniture, Household Started: 31 Jan 2010 Ended : Limited Period Offer Expired: Godrej Interio - Mega Clearance SALE Sale on: Household Started: 25 Dec 2008 Ended : Limited Period Offer SALES PROMOTION
  • 62. Godrej Interio partners with ‘ Anjaana Anjaani ’
    • Godrej Interio, a well known name in home and office furniture Godrej portal for online gaming, virtual reality and social networking, both have entered into an exciting associations with the much awaited movie Anjaana Anjaani. The two Godrej product offerings rewarded their lucky customers with a special meeting with the stars of the movie Ranbir Kapoor and Priyanka Chopra in Mumbai on the 1st of October 2010
  • 63. Public relations…..
    • WALK THE GREEN TALK…..
    • Green buildings: eco- friendly.
  • 64. Health is wealth….
    • Godrej memorial hospital ,with 110 bed , a OPD & ICU,a cutting edge Hyperbaric Oxygen for medical emergencies strives tirelessly to provide healthcare.
  • 65. Community development
    • Godrej was one of the nations first corporate houses to initiate worker welfare programes.They keep mumbai’s beautiful because they support the Indian Heritage Society.
  • 66. Knowledge is power.
    • They have even established schools at Udayachal,means the eastern mountains ,from which the sun rises, illuminating everything on its path. Knowledge leads godrej follows.
  • 67. . SWOT of GODREJ INTERIO
    • STRENGTH:
    • The Company has got wide range of branches within the country. The Company has wide range of product line. The Company has there respectable and believable brand name. Company is having large number of customer with higher satisfaction.
    • Exchange offer.
    • WEAKNESS:
    • The Company does not go for advertising, which is one of the biggest
    • disadvantage of Godrej.
    • Manpower is less at sale officer level so that it affecting directly on
    • the way of sale.
    • The effective selling schemes are not available like payment on
    • instalments.
    • Sales executives are not well mannered
  • 68. cont,…
    • OPPORTUNITIES:
    • Godrej has more opportunities to grow as it has earned good market
    • share in Orissa.
    • Technical up gradation time to time is also one of the opportunities.
    • THREAT:
    • The growing competition in the furniture sector is a threat for Godrej to stand in the market with the higher position.
  • 69. DIRECT MARKETING Direct Mail Although many believe Direct Mail marketing has seen its best days already passed; there is still some life in this powerful, traditional form of advertising. Direct Mail refers to postcards, brochures and flyers that are sent through the mail and generally contain a direct response call-to-action. Using direct mail means having to purchase some necessities for the campaign, including printing materials, postage and the address lists of the demographic you wish to target
  • 70. Sales force
    • Ownership 2 types:
    • Franchisee ownership
    • COCO
    • Adequate incentive &rewards are adequate.
    • Commissions are provided to increase sales .So this acts as a sales force to motivate employees to uplift sales.
  • 71.