A Boutique Furnishing Showroom situated in premium locality but in a non-high street area wanted a marketing Plan to increase footfalls and sales. If your location does not support you there are ways to sell and this presentation will help you to think about alternatives. Wish you all the best and Happy Selling

1. MARKETING PLAN FOR
_________ FURNISHINGS
Identify customers, influencers and purchasers and focus your Marketing efforts
through a customer centric focus

2. TARGET CUSTOMER
ho is the customer.
• For Furnishings the high net worth individuals HNI are a prime target segment.
• Commercial establishments such as Hotels, Corporate guest houses, clubs, etc who cater to
customers for staying or dining are the customers.
• Identify the influencer - Interior Designers are the influencers for purchase of
furnishings
• Motivator - Interior designers are again the motivators to furnish their clients
homes or commercial spaces.
• Decider - Customer is the decider to go for a particular showroom based on
recommendation of the Interior designer
• Final purchaser – End customer whose home or commercial space is being
furnished
• Who uses the product- The final purchaser his family and office staff etc use the
product

3. TARGET CUSTOMER
ife style of the customer
• The customer lives in a high end life style and would like his
furnishings to reflect his status by their colour, texture, design,
durability, classy / Rich look etc.
re purchase Comparison with other products. Compares with
other options in furnishings and also designer windows, Blinds,
stained Glass, or painted glass windows etc

4. LEARN FROM CUSTOMER
nalyze post purchase dissonance if any
• Does purchaser of fabric have a post purchase dissonance w.r.t price,
stitching, colour, design, accessories such as curtain rods etc.
roduct usage and feedback report
• How does he / she feel about the furnishings are they happy and would they
like to have some improvements.
ustomer preferences in media
• What media vehicle do they suggest which is appropriate to catch their
attention. Do they read about the furnishings in a magazine / watch in a ad
or browse website before buying. What type of magazine / TV program they
read / watch.

5. MARKET RESEARCH
dentify what is to be researched.
• Media preferences
• Message to be communicated
• Focus product which needs to be advertised.
• Benefit advertisement
• Brand advertisement
• Pride of ownership

6. RESEARCH METHODS
nline Survey by emailing questionnaire.
• Existing database of customers
• Source specific database
urvey employees, field officers, dealers,
ocus group study
epth Interview with existing customers, visitors to showroom.

7. RESEARCH APPLICATION
hoose Media with specific focus on the customer, product, message.
nsure backend to respond to the customer enquiries.
ompare response and fine tune Media Strategy.
se Internal Sales Force and or External Outsourced Sales Team.

8. DIFF. MEDIA VEHICLES
V – National or local, English or vernacular, TRP of programs, target
customer preferences
ress – English, Vernacular, National or Local
• Newspaper, magazines, journals etc
• Normal Ad, Publicity, Paid News, Press conference
adio – Informative message, jingle, sponsorship
eb – search engines, web page / portal, social media.

9. ALTERNATE COMMUNICATION
ollaterals – Dairies, calendars, Gifts such as key chains, table calendars,
desk top utilities, paper weights, pen holders etc.
osters, Banners, danglers, cut outs etc.
all / Bus/ Railway wagons / Auto top Paintings
us terminals, Railway stations, Malls, Hoardings, Mobile hoardings

10. SCHEMES AND DISPLAY
chemes – Festival, discount schemes, Loyalty points, Referral schemes.
Lucky dips, scratch cards
rade Schemes for dealers.
vents, exhibitions, customer education vans, rural vans.
aats, festival congregations, Sky Balloons.
ports sponsorships, Celebrity sponsorships.

11. BUDGET PLANNING
udget Plan. Long Term – Short Term
early, quarterly, Monthly.
ational level plan, State level plan, Local city level
ifferent options to suit short term and long term needs.

12. MARKETING STRATEGY
he strategy for a furnishing store is to attract the influencers and motivators
who are the interior decorators to recommend the product and get the
customer to purchase.
electrical shop has electricians, a Hardware shop has maistris and plumbers,
A paint shop has Painters to influence customers.
nterior Decorators can be attracted by organizing a get together to collect
them motivate them and taking their suggestions on pricing, range of goods
to stock etc. Their needs have to be identified and serviced to ensure they

13. MARKETING STRATEGY
he store should have its own interior decorators to give designing advice to
customers.
he store should have a catalogue of various design ideas for customers to
browse through before deciding an a style.
he store should have a customer experience zone where they can see
different design ideas on display to get a realistic idea. The store should
invite fresher's from various design institutes to visit the store and give
suggestions on new products, range, display etc.

14. MARKETING STRATEGY
he Store should sponsor a event showcasing young talent from various
design institutes. The store should have tie-ups with famous designers by
offering to stock products recommended by them in quantities with a
percentage share of revenue for sale on the product range suggested.
he store should have a service Manager whose job is to visit all interior
decorators and identify their needs and service them. Such as sending
samples of cloth, photographs of furnishings, product catalogue designed to
suit their particular needs. The store can sponsor visiting cards, writing pads,
Designer pens, paint brushes, art boards etc to add value to designers and

15. MARKETING STRATEGY
he Store should institute a best furnishings design award and get a celebrity to present
it so that all designers vie with each to compete thus promoting the store.
tore Owner Ms._______ should get a image consultant (Unisun Marketing) and
promote herself as a interior furnishing expert with a face book, twitter, Pininterest,
linked , Google + page, etc with a active social profile.
he should start a network of HNI ladies sponsor them for kitty parties and fashion
parades. She should promote herself as a brand ambassador for her store in ads
brochures, pamphlets etc.
lowly a hype about the store should be created among the HNI customers of

16. MARKETING STRATEGY
very Product has a Rational, Functional and Emotional basis for its existence.
Furnishings store with high quality furnishings, reasonable price, good location,
Parking space, Extensive range etc is the Rational basis for this brand building
ersonalized advice during fabric selection, ambience of the store, demo zone or
experience zone etc are the functional touch and feel aspects of the brand.
he social media hype, celebrity hype etc are the emotional basis for the brand value.
ny Brand without and strong rational and functional basis cannot create a emotional

17. MARKETING PLAN
ootfalls in the shop can be increased by advertising on Hoardings nearby, Banners
placed at strategic points. Distributing Pamphlets, and being searchable on Google
Maps, etc. As Natural road traffic is limited pulling people into the store will yield
limited results.
nstead attracting people to visit the showroom by conductings events and promotions
will be useful. This can be done by advertising free consultation with interior designers
on any one day in a week. Say Saturday even between 4.00 to 7.00 PM.
amous Interior designers can be asked to spend time @ 3 hrs per week regularly. This
will slowly catch up and more visitors can be expected.