Marketing Project Report

A
PROJECT REPORT
ON
ON INTERNATIONAL MARKET SURVEY OF

GODREJ INTERIO”
SUBMITTED TO
BHARATI VIDYAPEETH (Deemed to be) UNIVERSITY, PUNE
In Partial Fulfillment of the Requirement for the Award Of
BACHELOR OF BUSINESS ADMINISTRATION
(BBA SEMESTER-V)
SUBMITTED BY
MR. BHAVEN CHANGEDIYA

UNDER THE GUIDANCE OF
DR.V.V. DESAI
Through

INSTITUTE OF MANAGEMENT,
KOLHAPUR
2018-19
A International Marketing Survey Of Godrej Interio| 1
“PROJECT REPORT ON INTERNATIONAL

MARKET SURVEY OF GODREJ INTERIO”
A REPORT SUBMITTED IN PARTIAL FULFILLMENTR THE

REQUIREMENT OF THE AWARDS OF THE DEGREE of
“BACHELOR IN BUSINESS ADMINISTRATION”.
UNDER THE GUIDENCE OF: COMPLETED BY:

Mrs. Dr. V. V. Desai Mr. Bhaven Changediya
BBA IIIrd Student
BHARATI VIDYAPEETH
INSTITIUTE OF MANAGEMENT
KOLHAPUR

INSTITUTE OF MANAGEMENT, KOLHAPUR
CERTIFICATE
This is to certify that, Mr. Bhaven changediya, has satisfactory submitted the
project report titled “International Market Survey of Godrej

Interio” has been partial fulfillment of project report of Bachelor Of Business
Administration (Semester-V) in the academic year 2018-19 submitted to
BHARATI VIDYAPEETH (Deemed to be) UNIVERSITY, PUNE. The
project work has been carried out under the guidance of Dr. V.V.Desai.
To the best of my knowledge and belief the work embodied in this project
submitted by her is an original work and not formed earlier anywhere for any
purpose or similar title of this or any other University or examining body.
Date: 01/10/2018
Place: Kolhapur.
Dr. R. U. Kanthe Dr. V.V. Desai
Director Project Guide
External Examiner: _______________ Internal Examiner: _________________

DECLARATION
To
The Director,
Bharati Vidyapeeth (Deemed to be) University,
Institute of Management,
Kolhapur.
Respected Sir,
I undersigned hereby declare that the project work titled,

“International Market Survey of Godrej Interio” is submitted to the Bharati
Vidyapeeth (Deemed to be) University, Pune under the guidance of Dr. V.
V. Desai.
The project work report is my original work. The required data is

collected by me and the conclusions are based upon the findings obtained
from the analysis done by me only.
I understand that any such copying is liable to be punished in the way

the university authorities deem fit.
Date – 01st Oct 2018 Mr. Bhaven Changediya
Place – Kolhapur.
BHARATI VIDYAPEETH
INSTITUTE OF MANAGEMENT KOLHAPUR
Guide’s Certificate
Date: 01-10-2018
To Whom It May Concern
This is to certify that Mr. Changediya Bhaven Manojof

BBA-III (2016-2019) has completed the project work entitled
INTERNATIONAL MARKET SURVEY OF GODREJ
INTERIO under my guidance and supervision. The project
submitted by him is the unique outcome of his own effort.
During the course of the project, he has acquired a lot of
practical knowledge as well.
Project Guide
Mrs. Dr. V. V. Desai
ACKNOWLEDGEMENT
I would like to take this opportunity to express my sincere thanks and

gratitude to all those people without whose active support and encouragement, this
project would not had been a success.
I express my sincere thanks to our director Dr. R. U. Kanthe for allowing me

to be a part of this prestigious institution and this study over Kolhapur.
I am grateful to the organizationexecutive of Godrej Interio for making it

possible for me to go under practical training.
My special thanks to Mrs. Dr. V. V. Desai for their valuable guidance and
support throughout the survey. I am indebted to our lecturers who gave their
valuable time in going through the entire man spirit and made valuable
comments in completing this project work.
Last but not least I would like to thank all other people for their co-
operation, valuable support and suggestion.
1st Oct 2018 Mr.Bhaven Changediya

Kolhapur
Contents
chapters Page No.
Chapter 1 Profile of the Study
1.1 Objective of the study 08
1.2 Research Methodology 09
1.3 Limitations of study 10
Chapter 2 Company Profile

2.1 History Of Organization 12
2.2 Products 14
2.3 Vision and Mission, Future Plan 15
Chapter 3 Identification of the Target Market

3.1 Analyzing the market 17
3.2 SWOT 19
3.3 Our Customer 20
3.4 Our Competitors 23
Chapter 4 Conceptual Background

4.1 Meaning and Definitions 25
4.2 International Marketing 27
4.3 Domestic and International Marketing 29
4.4 Scope of International Marketing 31
Chapter 5 4 P's applied by the Company

5.1 Product 34
5.2 Pricing 37
5.3 Physical Distribution 38
5.4 Promotion 40
Chapter 6 Findings and Suggestion

6.1 Questionnaire 42
6.2 Charts and Figures 43
● Conclusion 46
● Bibliography 48
CHAPTER-1
Profile of the study:
1.1 Objectives of the study
1.2 Research methodology
1.3 Limitations of the study

1.1 Objectives of the study
The main objectives of the study are as following:
 To study the concepts related to International Marketing.
 To study the functioning of Godrej Interio on international level.
 To study the trend of furniture sale in International market.
 To study the environment of the International market.
 To study the 4P’s of Godrej interio.

1.2 Research methodology

 The study was conducted through different activities like

Brain
Listing Selection Study Controling Optimization
Storming
 
 In brain storming, the possible different topics for the studies where
figured out.
 In the same way, best suitable topics for the project where listed down.
 After understanding the depth of all topics, best suitable i.e. International
Marketing survey of Godrej Interio was selected.
 A deep study with the help of the questionnaire data provided by
company research was taken place.
 The loopholes and flows where corrected time to time.
 After the survey a proper presentation and suggestions for the
developments where provided. 

1.3 Limitations of the study
The project has its own limitations. Some of them are as following:
 Due to paucity of time, the universe of the study was limited to only few
countries market only.

 Only limited data was made available to me by the organization.
CHAPTER -2
Company Profile
2.1 History of Organization
2.2 Products
2.3 Vision & Mission, Values

2.1 History Of Organization

Godrej Interio is India’s largest furniture brand. From manufacturing the
humble Strowel cupboard 80 years back to being a vibrant, innovative brand with a
diverse portfolio- it’s been a brilliant, exciting journey for us. We love bringing
alive your dream space. We emphasize comfort and aesthetics while deserving
while delivering well designed, fun and functional furniture solutions to you. True
to the Godrej mission to converse the environment, we design products, set up
processes and use raw materials that are eco-friendly to do our bit to preserve
natural resources.
We offer our customers home and office furniture, along with solutions for
laboratories, hospitals and healthcare establishment, education and training
institutes, shipyards and navy, auditorium and stadiums. We are present across
India through our 50 exclusive showrooms in 18 cities and through 800 dealer
outlets. Godrej Interio is a business unit of Godrej & Boyce.
Godrej Interio is India’s largest furniture brand. From manufacturing the
humble Storwel cupboard 80 years back to being a vibrant, innovative brand with a
diverse portfolio – it’s been a brilliant, exciting journey for us.
We love bringing alive your dream space. We emphasize comfort and
aesthetics while delivering well designed, fun and functional furniture solutions to
you.
True to the Godrej mission to conserve the environment, we design products,
set up processes and use raw materials that are eco-friendly to do our bit to
preserve natural resources.
We offer our customers home and office furniture, along with solutions for
laboratories, hospitals and healthcare establishments, education and training
institutes, shipyards and navy, auditoriums and stadiums. We are present across
India through our 50 exclusive showrooms in 18 cities and through 800 dealer
outlets.
Godrej Interio is a business unit of Godrej & Boyce Mfg. Co. Ltd. - part of
the Godrej Group, one of India’s largest engineering and consumer product groups.
2.2 Products
1. Storage
2. Cupboard
3. Seating
4. Desks
5. Wellness
6. Mattress
7. Kitchen etc.
2.3 Vision & Mission, Values
Vision
Godrej – the choice for home and work space solutions.
Mission
Enriching life by transforming home and work spaces.
Values
 Trust
 Integrity
 Respect
 Environment
 To Serve
CHAPTER-3
Identification of the target market
3.1 Analyzing the market
3.2 Our customer
3.3 Our competitors

3.1 Analyzing the target market
A market analysis studies the attractiveness and the dynamics of the target
market. It is a part of the industry analysis and thus in turn of global environment
analysis.
Nepal is our target market. Our market is broadly divided into two major
sections household and institutions. The demand of furniture is largely
determined by:
Market population- The more the number of market population, the higher
the demands for our furniture and vice versa.
Income level- As the level of income increases, the demand for furniture
increases and vice versa.
Industrialization level- The greater the industrialization in target market
the higher will be the institutional demand of furniture sets.

TARGET MARKET
House Hold Industrial

3.2 SWOT
Strength:
 High Manufacturing capacity, Well established markets in
Asia
Weakness:
 Intense and increasing competition amongst Chinese furniture
companies.
Opportunity:
 Increasing purchasing power of people thereby increasing
demands.
 To develop new market in European region.
Threat:
 Intense and increasing competition amongst Chinese furniture
companies.
3.3 Our consumers
Meaning of consumer –
An individual who buys products or services for personal use and not for
manufacture or resale.
Market selection
 Important steps in market selection
Determining international
marketing objectives
Determining parameters for

market selection
Preliminary screening
Detailed investigation and

short listing
Evaluation and selection

According to target market

Target market our consumers are the INDIVIDUALS or the END-
USERS, which buy products for comfort, enhancing their lifestyle etc.
Nepal is our target market. There is low industrialization in Nepal, and
therefore the institutional segment of the market is small. Household buyers form
the majority of the furniture users.
Segmentation of market:
The furniture market can be segmented on the following basis:
A. On the basis of use:
- Household – most of the furniture buyers are from
Household segment. They buy furniture for their comfort,
Interior, enhancing their standard of living.
- Institutions- the other segment of furniture buyers are

Institutions. They buy furniture for improving the
Standards of their infrastructure, safety and security etc.
B. On the basis of income:
- Higher income group- Most prospective buyers. They buy furniture for
prospect of their luxury, comfort and interiors.
- Middle income group- Substantially prospective buyers. They give major
prospects towards comforts and interiors. -Lower income group- Least
prospective buyers. They basically opt for durability and comfort.

3.4 Our competitors
Meaning of competitors –
The person or entity, who are rival to each other in a particular market, are
called competitors. In business, competitors are companies offering similar
products or services in the same market.
High competition has following effects:
 Higher the competition, lower the prices.
 Competition induces cost cutting.
 Competition improves quality.
Major competitors of godrej interio:
- Furniture Land Store
- Home Maker Pvt. Ltd.
- Eldon Furniture Industries

CHAPTER-4
Conceptual Background
4.1 Meaning and Definition.
4.2 International Market.
4.3 Domestic and International Marketing.
4.4 Scope of International Marketing.

4.1 Meaning and Definition

Global marketing is “marketing on a worldwide scale reconciling or taking
commercial advantage of global operational differences, similarities and
opportunities in order to meet global objectives".
Global marketing is also a field of study in general business management to
provide valuable products, solutions and services to customers locally, nationally,
internationally and worldwide.
International marketing is the export, franchising, joint venture or full direct
entry of an organization's product or services into another country. This can be
achieved by exporting a company's product into another location, entry through a
joint venture with another firm in the target country, or foreign direct investment
into the target country.
“International marketing is multinational process of planning
and executing the conception, pricing, promotion, and distribution of
ideas, goods, and services to create exchange that satisfy individual
and organizational objectives.”

The American Marketing Association defines the term:
“International marketing is multinational process of planning and
executing the conception, pricing, promotion, and distribution of
ideas, goods, and services to create exchange that satisfy individual
and organizational objectives.”

4.2 International Marketing

We can identify following simple features of international marketing:
1. Marketing activities are undertaken across the borders.
2. It is directed to facilitate exchange between the firm and the customers of
foreign countries.
3. It is aimed at satisfying needs of international/global customers.
4. International marketing decisions are taken with reference to the global business
environment.
5. It involves two or more nations.
6. Tailor-made marketing mix is necessary for each of the nations.
7. It is more complex and, hence, difficult.
8. Role of international trade agencies seem very critical in marketing products in
other countries.
9. It offers attractive opportunities along with challenges and threats.

10. All other characteristics of modern marketing are also applicable to
international marketing, etc.
Need and Importance:
In relation to the need or importance of international marketing, views of Philip
Kotler are worth noted. According to him, two forces essentiality the international
marketing are pull forces and push forces. Push forces lead to force the nation to
sell its goods and services in other nations.
The push forces include lower national income, low per capita income, low
domestic demand, unfavorable approach of government, high rates of tax and
duties, government force to export to earn foreign exchange, tough local market,
etc. These forces force the marketer to opt for international market.
Another set of forces is pull forces. The pull forces pull (attract) businessmen to
sell their products in the foreign market to exploits attractive opportunities in the
foreign countries. To take benefits of more profitable opportunities, they are pulled
to business in other nations. The variable lead to international market may fall
either in pull forces or push forces or both.

4.3 Domestic and International Marketing
ASIS FOR DOMESTIC INTERNATIONAL

COMPARISON MARKETING MARKETING
Meaning Domestic International marketing

marketing refers means the activities of
to marketing production, promotion,
within the distribution,
geographical advertisement and selling
boundaries of the are extend over the
nation. geographical limits of the
country.
Area served Small Large
Government Less Comparatively high

interference
Business In a single More than one country

operation country
Use of Limited Sharing and use of latest

technology technology.
Risk factor Low Very high
Capital Less Huge

requirement
ASIS FOR DOMESTIC INTERNATIONAL

COMPARISON MARKETING MARKETING
Nature of Almost same Variation in customer

customers tastes and preferences.
Research Required but not Deep research of the

to a very high market is required
level. because of less knowledge
about the foreign
markets.
4.4 Scope of International Marketing

Once a firm decides to enter international markets, it needs to set objectives
as to what it intends to achieve out of its international marketing operations.
The next important challenge is to identify marketing opportunities, evaluate
and select the most appropriate one so as to meet its objectives. ‘How to enter
international markets?’ is the next big challenge, in view of the resource
constraints, risks, and marketing opportunities.

In view of the external environmental factors, the key decisions related to
the marketing mix, i.e., product, pricing, distribution, and marketing
communications, have to be made. Taking such decisions is much more complex
in the international context owing to greater complexity of external factors which
are beyond the control of the business enterprise.
Once these decisions are implemented and the firm begins international
marketing operations, the performance, primarily in terms of sales, profits, or
market share needs to be reviewed and remedial measures taken, if required. The
firm further consolidates its international marketing operations from a long-term
perspective and becomes an established player in global markets.

CHAPTER-5
4 P’s Applied by the Organization.
5.1 Product
5.2 Pricing
5.3 Physical distribution
5.4 Promotion
5.1 Product
A product is anything that can be offered to amarket for satisfying human
wants or needs.
Multi-layered product concept:
Core
Core- Basic benefits that the product offers.
Basic- The physical features of the product.
Expected- People’s expectation towards product, quality.
Augmented- Additional benefits that product offers

Product Type:
Furniture
Product Class:
Durable goods
Variant-
Bedroom, Living room, Study room, Dining room, Kids
room, Modular kitchen, Mattress, Bamboo furniture,


Bating room, Office furniture.
Quality-
Luster in nature, Rust free, Anti-mite, Durable, Anti-fungal
Packaging-

Dismantle packaging and easy assembling.
5.2 Pricing
Pricing is the process of determining what a company will receive in
exchange for its products or services.
 Factors influencing pricing of a product in international market:
 Cost- 
This includes manufacturing + marketing cost (transportation,
carriage, insurance, taxes etc.)
 Competition-
Level and intensity of international competition differ as compared to
the domestic market.
 If firm goes for underpricing that is to gain market share.
 Demand for the product
 Economic condition of the importing country
 Government factors- 
Government policies, taxation policies, government subsidies, margin
regulations etc.
5.3 Physical distribution
The movement of goods and services from the source through a
distribution channel right up to the final customer and the movement of payment
in the opposite directions right up to the original producer or supplier.
 Factors affecting distribution channel decision:
According to foreign market, indirect channel of distribution is the
appropriate method for distribution.
Indirect channel-
In this type of channel manufacturer uses the services of local
agent and merchants for selling of its products.
Distributor:
A distributor may be located in the foreign country and they buy and
hold large stock of product in return foreign exclusive right to sale the
product in the region.

Export distribution channel:
INDIRECT CHANNEL
 Export Broker
 Export Management Company
 Export Merchant
5.4 Promotion
It refer to the entire set of activities, which communicate the product, brand or
service to the user. The idea is to make people aware, attract and induce to buy the
product, in preference over others.
International promotion:
It aims of persuading the potential buyers to be more favorably disposed
promotion strategies basics aim are as follows:
 Communicating the companies offering to the potential buyers
(awareness).
 Informing, reminding, persuasion & motivation the consumers to
buy the product.
 Promoting the image of the company’s product into international
country.
 Creating awareness about the product to the indirect exporters.

CHAPTER-6
Findings & Suggestions
6.1 Questionnaire
6.2 Charts and Figures

6.1 Questionnaire
Nationality
Occupation?
Income Group
Product generally Consumed?
From how many years you are using our products?
Do you prefer any other company's product?
If Yes, Then Which?
How will you compare Godrej with others on the scale of 10?
How are our Prices?
What channel of distribution you prefer for buying our products?
How is our Product Promotion on the scale of 10?
Are you satisfied with the product? How?
What improvements would you like to see?

6.2Charts and Figures
Exports
USA
Gemany
Chaina
Italy
Aasia
Motion of Furniture
2018
6.7
2017
5.7
2016
4.1
2015
3.3
2014
2.3
0 1 2 3 4 5 6 7 8
Motion of Forniture
Chart Title
4.5
3.5
2.5
1.5
1 Boyce
0.5
0 IKEA
Bedroom
Dining
Office Godrej Interio
Storage
Conclusion
 About the international economy.
 About choices and preference of consumers.
 Product specification, modification strategies.
 Pricing strategies.
 Distribution channel.
 Promotional strategies.
Majors decision in international promotion
 Identification Target audience (dealers, End users).
 Determining the communication objectives.
 Determining the message and the budget decision (Product Image,
Goodwill, Quality, Performance, etc).
 Promotion Mix Decision (Advertisement, Personnel Selling,
Outdoor, Online, Direct Marketing).
Budgeting-
It is a process of preparing a detailed statement of financial results that are
expected for a given time period in future.

BIBLIOGRAPHY
1) INTERNATIONAL MARKETING – 13th Edition -Francis by

CheruNillam.
2) http://www.godrejinterio.com
3) http://www.yourarticlelibrary.com/essay/marketing-essay/essay-on-
international-marketing/76309

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A

ON INTERNATIONAL MARKET SURVEY OF

BHARATI VIDYAPEETH (Deemed to be) UNIVERSITY, PUNE

In Partial Fulfillment of the Requirement for the Award Of

BACHELOR OF BUSINESS ADMINISTRATION

MR. BHAVEN CHANGEDIYA

BHARATI VIDYAPEETH (Deemed to be) UNIVERSITY, PUNE

“PROJECT REPORT ON INTERNATIONAL

A REPORT SUBMITTED IN PARTIAL FULFILLMENTR THE

UNDER THE GUIDENCE OF: COMPLETED BY:

BHARATI VIDYAPEETH (Deemed to be) UNIVERSITY, PUNE

project report titled “International Market Survey of Godrej

Dr. R. U. Kanthe Dr. V.V. Desai

Director Project Guide

External Examiner: _______________ Internal Examiner: _________________

I undersigned hereby declare that the project work titled,

The project work report is my original work. The required data is

I understand that any such copying is liable to be punished in the way

Date – 01st Oct 2018 Mr. Bhaven Changediya

To Whom It May Concern

This is to certify that Mr. Changediya Bhaven Manojof

I would like to take this opportunity to express my sincere thanks and

I express my sincere thanks to our director Dr. R. U. Kanthe for allowing me

I am grateful to the organizationexecutive of Godrej Interio for making it

1st Oct 2018 Mr.Bhaven Changediya

Chapter 2 Company Profile

Chapter 3 Identification of the Target Market

Chapter 4 Conceptual Background

Chapter 5 4 P's applied by the Company

Chapter 6 Findings and Suggestion

Profile of the study:

1.1 Objectives of the study

1.2 Research methodology

1.3 Limitations of the study

1.1 Objectives of the study

The main objectives of the study are as following:

 To study the concepts related to International Marketing.

 To study the functioning of Godrej Interio on international level.

 To study the trend of furniture sale in International market.

 To study the environment of the International market.

 To study the 4P’s of Godrej interio.

1.2 Research methodology

Marketing survey of Godrej Interio was selected.

 A deep study with the help of the questionnaire data provided by

company research was taken place.

 The loopholes and flows where corrected time to time.

 After the survey a proper presentation and suggestions for the

developments where provided. 

1.3 Limitations of the study

2.1 History of Organization

2.3 Vision & Mission, Values

2.1 History Of Organization

to the Godrej mission to converse the environment, we design products, set up

laboratories, hospitals and healthcare establishment, education and training

outlets. Godrej Interio is a business unit of Godrej & Boyce.

Godrej Interio is India’s largest furniture brand. From manufacturing the

diverse portfolio – it’s been a brilliant, exciting journey for us.

We love bringing alive your dream space. We emphasize comfort and

True to the Godrej mission to conserve the environment, we design products,

preserve natural resources.

laboratories, hospitals and healthcare establishments, education and training

2.3 Vision & Mission, Values

Godrej – the choice for home and work space solutions.

Enriching life by transforming home and work spaces.

External Examiner: _ Internal Examiner: ___