Analysis of Floor Depot's marketing model

1. www.floordepot.com.my
Presented by: Varun Nigam, Rohit Mahind and Ravi Garg

2. 
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Established in 2001 in Puchong-Selangor, Malaysia.
Started with a single type of wood flooring called
Laminated Floorboard imported from Germany.
Faced strong competition from the market in terms
of price and distribution channel.
Foresaw the market demands in retailing and enduser market for reliable and easy access channels.
Investments in advertising and promotions were
concentrated on trade brand building.

4. 
Core product: Interior decoration
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Basic product: Flooring, fitting and fixing
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Expected product: Service
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Augmented product: Warranty and maintenance
kits

5. Flooring Solutions
Product
Instant Cash
Coupons and
discounts
Promot
ion
Retail stores &
Online
Marketing
Mix
Price
Place
Value based and
Affordable Price

6. 
Geographic: Malaysia, Indonesia, China, Singapore
and over 20 other countries
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Demographic: Income Based
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Behavioural: Occasions And Benefits

7. 
Demographic: Medium & high income People.
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Behavioural: Those who want “Guilt-free” & natural
products. (Company buys old products & sell them
again after recycling).

8. 
S.H.E. (Save, Healthy and Eco-friendly)
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5R – Revolutionary, Reduce, Reuse, Recycle and Resell
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Floor Depot helps people save time with its
interlocking wood flooring system. It only takes eight
to ten hours to complete an area of 500 square feet.
Customers can even walk on the floor immediately
after installation.

9. 
Eco-friendly
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Good quality
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Affordable price
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Variety

10. 
ILUX Lighting Sdn
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ECOCMI
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Ming Wuoy Decoration Company

11. 
Floor Depot takes back boxes after opening on site &
sends them for recycling.
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Has a wide spectrum of wood flooring collections.
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Material certified by the Forest Stewardship
Council (FSC).

12. Floor Depot has won these awards

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Competitors would be –
Local ones & Which have online presence
Ego wall décor, Mumbai
http://www.egowalldecor.com/
has dealers spread across India.
Specta Décor, Chennai http://www.spectadecor.com
They’ll have to keep lower price.
Will have to strategize as per Indian consumer who
is not rich.