A study on Marketing Function AuditA and Competitive Analysis of Godrej study on Marketing Function Audit Interio in Indiaand Competitive Analysis of GodrejInterio in India Surveyed Done by; Suvashis Mahapatra (10DR009) Arkadeep Dasgupta (10DR012) Smuriti sikha Behrra (10DR023)
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
What is Marketing function Audit 1. Product: One’s products unique competencies2. Price3. Distribution4. Advertising, sales Promotion, Publicity, and Direct Marketing5. Sales Force
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.
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.
What Tactical Pricing Strategies What Godrej interio use Differential pricing strategy Product Bundle Pricing Value pricing
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
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
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
Competitor of godrej interio Zuari Alder Greaken Durien Vista
SALES PROMOTION 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 Sale on: Furnishing, Furniture, Household Started: 31 Jan 2010 Ended : Limited Period Offer
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
Interios 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 waterwhich after effluent treatment is used for watering gardens. Sale of hazardous waste only to ‘Pollution Control Board’ authorized parties
SALES PROMOTION 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
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
Public relations….. WALK THE GREEN TALK….. Green buildings: eco- friendly.
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.
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.
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.
. 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 biggestdisadvantage of Godrej. Manpower is less at sale officer level so that it affecting directly onthe way of sale. The effective selling schemes are not available like payment oninstalments. Sales executives are not well mannered
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.
DIRECT MARKETINGDirect MailAlthough many believe Direct Mail marketing has seen itsbest days alreadypassed; there is still some life in this powerful, traditionalform of advertising.Direct Mail refers to postcards, brochures and flyers that aresent throughthe mail and generally contain a direct response call-to-action. Using directmail means having to purchase some necessities for thecampaign, includingprinting materials, postage and the address lists of thedemographic youwish to target
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.