A study on Marketing Function AuditA and Competitive Analysis of Godrej  study on Marketing Function Audit             Int...
Benefits of a marketing audit     A marketing audit is defined as "a systematic,    comprehensive and periodic review of t...
What is Marketing function Audit           1. Product: One’s products unique competencies2. Price3. Distribution4. Adverti...
About Godrej Interio   Inaugurating the store, Anil S Mathur, COO, Godrej    Interio, said, "Godrej Interio is totally co...
Con…………   Godrej Interio, the furniture arm of Godrej & Boyce Mfg Co Ltd, is planning to    foray into the ready-to-assem...
PRODUCT & PRICE OF  GODREJ .INTERIO
BEDROOM CONCEPT   Royale          Linea Matt   Zurina          Squadro   Fiona           Linea Glossy   Adriana       ...
PRICE   PRICE STARTS FOR BED ROOM    CONCEPT                Starts from 450000 to 1200000 more    then that
LIVING ROOM CONCEPT   Coffee Table   Sofas   Living Room concepts
LIVING ROOM CONCEPTPrice start from 280000 to 800000 more than  that
CUPBOARDS   Fanfasia   Kreation   Similire Miror ZS   Slimline with locker & drawer
CUPBOARDS   Price starts from 12000 to 32000 for still      or for wood 25000 to 100000
BEDS   ESCA                  Peare Bed   Arista                Vienna Bed   Opal                  Wilmer Bed   Eudora ...
BEDS PRICE   Starts from 29000 to 210000 more then that
STUDY ROOM   Computer Furniture   Genious study centres           * ACE           * Genious study centres           * Ta...
STUDY ROOMPrice starts from 10000 to 70000
DINING ROOM Dining chair Dining sets Multi purpose chair Tables Also they provide Dyning room concept
DINING ROOM CONCEPT +          DINING SETFor Dining Room concept ~ 180000 to 300000For dining Set ~ 17000 to 200000
KIDS ROOM   I-space   Kids - furniture
KIDS ROOMPrice starts from 25000 to 40000
KITCHEN   Accessories units   Kitchen layouts   Shade cards     Also they provide kitchen concept
KITCHEN   Price ~ Price depends on sq.feet of area
HOME ACCESSORIES   Potpourri   Candles & Incense sticks   Bean bags
HOME ACCESSORIES   Price starts from 2000 to 20000
OFFICE   Desking   Workstations   Seating   Storage   Green product
OFFICE   Price depend on space
LAB PRODUCT   Chem storage cabinets   Fume – Hoods   Safety Equipment   Anti vibration table
MATTRESS
MATTRESS   Coir mattress   Latex Mattress   Spring Mattress   Bed accessories
MATTRESSStarts from –                single mattress ~ 8000 to 70000                dabble mattress ~ 12000 to 80000
CARPET   They also provide many colors full carpet
DESKING   Senata   Marquis   Encarta   Duke
STORAGE   Optimizer   Tambour Door Unit
STORAGEStarts from 15000 to 150000
What Tactical Pricing Strategies      What           Godrej interio use   Differential pricing strategy   Product Bundle...
Targeted Segmentation 1.Demographic         Occupation          Income          Family size          Gender               ...
Distribution Channel   They have 150 exclusive showroom in 21 cities. They    are also having 800 dealers outlet.    West...
In BBSR   In Bhubaneswar they have 1 company owned    showroom, 3 franchise owned showroom & 1    head branch office   G...
Competitor of godrej interio   Zuari   Alder   Greaken   Durien   Vista
SALES PROMOTION   Godrej Interio - Upto 20% Discount - New                              Year 2011 Offer       Sale on: Fur...
   Godrej Interio, a well known name in home    and office furniture Godrej portal for online    gaming, virtual reality ...
Interios Green Initiatives Use of natural lighting in the plant, saving up to                   15% of power. Recycling ...
ADVERTISEMENT
SALES PROMOTION  Godrej Interio - Up to 20% Discount - New Year                      2011 Offer  Sale on: Furnishing, Kitc...
Godrej Interio partners with             ‘Anjaana Anjaani’   Godrej Interio, a well known name in home and office    furn...
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 fo...
Community  development   Godrej was one of the    nations first corporate    houses to initiate    worker welfare    prog...
Knowledge is power.             They have even              established schools at              Udayachal,means the      ...
.      SWOT of GODREJ INTERIO     STRENGTH:                                     The Company has got wide range of branch...
cont,…   OPPORTUNITIES:   Godrej has more opportunities to grow as it has earned good    market   share in Orissa.   T...
DIRECT MARKETINGDirect MailAlthough many believe Direct Mail marketing has seen itsbest days alreadypassed; there is still...
Sales force   Ownership 2 types:             Franchisee ownership              COCO   Adequate incentive &rewards are ad...
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  1. 1. 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)
  2. 2. 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
  3. 3. What is Marketing function Audit           1. Product: One’s products unique competencies2. Price3. Distribution4. Advertising, sales Promotion, Publicity, and Direct Marketing5. Sales Force
  4. 4. 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.
  5. 5. 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.
  6. 6. PRODUCT & PRICE OF GODREJ .INTERIO
  7. 7. BEDROOM CONCEPT Royale Linea Matt Zurina Squadro Fiona Linea Glossy Adriana Squadro EROS Flutter Megnus Chloey Peare Morpheus Dark chocolat
  8. 8. PRICE PRICE STARTS FOR BED ROOM CONCEPT Starts from 450000 to 1200000 more then that
  9. 9. LIVING ROOM CONCEPT Coffee Table Sofas Living Room concepts
  10. 10. LIVING ROOM CONCEPTPrice start from 280000 to 800000 more than that
  11. 11. CUPBOARDS Fanfasia Kreation Similire Miror ZS Slimline with locker & drawer
  12. 12. CUPBOARDS Price starts from 12000 to 32000 for still or for wood 25000 to 100000
  13. 13. 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
  14. 14. BEDS PRICE Starts from 29000 to 210000 more then that
  15. 15. STUDY ROOM Computer Furniture Genious study centres * ACE * Genious study centres * Talent
  16. 16. STUDY ROOMPrice starts from 10000 to 70000
  17. 17. DINING ROOM Dining chair Dining sets Multi purpose chair Tables Also they provide Dyning room concept
  18. 18. DINING ROOM CONCEPT +  DINING SETFor Dining Room concept ~ 180000 to 300000For dining Set ~ 17000 to 200000
  19. 19. KIDS ROOM I-space Kids - furniture
  20. 20. KIDS ROOMPrice starts from 25000 to 40000
  21. 21. KITCHEN Accessories units Kitchen layouts Shade cards Also they provide kitchen concept
  22. 22. KITCHEN Price ~ Price depends on sq.feet of area
  23. 23. HOME ACCESSORIES Potpourri Candles & Incense sticks Bean bags
  24. 24. HOME ACCESSORIES Price starts from 2000 to 20000
  25. 25. OFFICE Desking Workstations Seating Storage Green product
  26. 26. OFFICE Price depend on space
  27. 27. LAB PRODUCT Chem storage cabinets Fume – Hoods Safety Equipment Anti vibration table
  28. 28. MATTRESS
  29. 29. MATTRESS Coir mattress Latex Mattress Spring Mattress Bed accessories
  30. 30. MATTRESSStarts from – single mattress ~ 8000 to 70000 dabble mattress ~ 12000 to 80000
  31. 31. CARPET They also provide many colors full carpet
  32. 32. DESKING Senata Marquis Encarta Duke
  33. 33. STORAGE Optimizer Tambour Door Unit
  34. 34. STORAGEStarts from 15000 to 150000
  35. 35. What Tactical Pricing Strategies   What  Godrej interio use Differential pricing strategy Product Bundle Pricing  Value pricing
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. Competitor of godrej interio Zuari Alder Greaken Durien Vista
  40. 40. 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
  41. 41.  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
  42. 42. 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
  43. 43. ADVERTISEMENT
  44. 44. 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
  45. 45. 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
  46. 46. Public relations….. WALK THE GREEN TALK….. Green buildings: eco- friendly.
  47. 47. 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.
  48. 48. 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.
  49. 49. 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.
  50. 50. .  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
  51. 51. 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.
  52. 52. 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
  53. 53. 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.

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