By Abdur Rehman

1. INTERWOOD Presented by:
Muhammad Abdur Rehman

2. INTRODUCTION
It is the Pakistan’s leading furniture brand, appliances & accessories brand that covers a wide
array of product categories, namely: Office Furniture, Home Furniture, Kids Furniture, Kitchens,
Doors, Wardrobes, Flooring and Lifewares.
They are furnishing the needs of Allied Bank, Marriott Hotel, McDonald’s, Bahria Town, PepsiCo,
Nestlé and many more.
They also furnish the educational institutes like IBA, LUMS etc.
They have showrooms at Lahore, Karachi and Islamabad.

3. MISSION STATEMENT
Interwood Mobel (PVT) Ltd. Strives to become a world-class manufacturer of furniture, kitchens,
doors etc.
We are committed to a constant improvement in the designs, systems and quality of our
products.
Our goal is to give the customers best value for money.

4. SWOT ANALYSIS
• Strengths: Quality and Design
• Weakness: Promotion, After sales
Services
• Opportunities: New Designs
• Threats: Competition

5. TARGET MARKET
 Mostly Adults are the Target Market of Interwood Furniture.
 Maybe People of 30+ years age.

6. THE PRODUCT OF INTERWOOD
THAT I WILL BE MODIFYING IS:
FAWN TV STAND

7. MARKETING MIX
Product:
Simple Tv stand
Modern design for TV/LCD upto 50’’
It also has additional space for TV accessories.
It can be placed at bedrooms, living rooms and Dining rooms as well.

8. MARKETING MIX
Price:
 Price Skimming Strategy
Its is for Rs 21,300.
It is quite high price for a simple TV stand.

9. MARKETING MIX
Placement:
Exclusive Distribution
 They have their tastefully displayed showrooms at Lahore, Karachi
and Islamabad
 They also export their products to UK, Norway, Spain, Africa, The
Middle East and India.

10. MARKETING MIX
Promotion:
• No Tv ads
• Banners
• Magazines
• Newspapers
• Social media

11. MARKET SEGMENTATION
Demographic: Adults, more than 30 years age.
Geographic: Mostly Urban areas, Big cities like Islamabad, Lahor and Karachi
Psychographic: Elite or Upper class People
Behavioral: Mostly in Wedding Seasons.

12. COMPETITORS
Index Furniture:
•Product: Bedroom, Living room, Kitchen, Office.
•Pricing: Prices are high, Tv stand like FAWN is for Rs 30,000
•Promotion: Magazines and social media
•Placement: They obtained sole distribution rights for Pakistan and introduced our
founding showroom in Karachi, 2006. Over the course of a decade, they’ve expanded
our presence nationwide into Islamabad (2014), Rawalpindi (2015) and Lahore
(2016).

13. COMPETITORS
Wood Creations:
Product: Bed rooms, Kids rooms, Kitchen, Doors and Office Furniture
Price: Prices are low as compared to interwood. Same stand is for Rs
17,500
Placement: Exclusive Distribution
Promotion: Magazines

14. COMPETITORS
PROFINE (indirect)
Product: Table&desks, Chairs, Institutional, Sofas, Meeting tables etc
Price: Prices are high for Office Furniture. (Skimming)
Promotion: Social media and Magazines
Placement: Its outlets are in Lahore, Rawalpindi-Islamabad

15. COMPETITORS
Contradictions:
Products: Seats, Tables, Cupboards, Mirrors, Frames etc
Prices: Prices are high (Skimming)
Placement: Its showrooms are in Karachi (Ocean Mall & Dolmen Mall)
Promotion: TV, Social media, Magazines.

16. MODIFIED MARKETING MIX
Product:
 Speakers are added
 Small wheels are added
 Led Strips are added
 Ups will also be inserted in TV stand (Optional)
 Electric sockets will be added.

17. NEW MODEL
Sockets
Drawers
WheelsUPS
Speakers
Rack for dvd players e

18. MODIFIED MARKETING MIX
Price:
 Price will be low as compared to Interwood’s Existing Product.
 Its Price will range from Rs 40,000- Rs 65,000
 The price will vary because of different quality of speakers added
 Optional UPS, Rs 10,000 additional will be charged.

19. MODIFIED MARKETING MIX
Placement:
Same as Interwood’s Existing strategy
Only in Islamabad, Lahore and Karachi
Tv stands will be given to Led showrooms for promotions

20. MODIFIED MARKETNG MIX
Promotions:
Social Media
TVs
TV ads (Celebrity Endorsements)
Magazines
Newspapers

21. THANK YOU FOR LISTENING!