National Rail and Transportation Institute

(Deemed to be University)
National Academy of Indian Railways Campus,
Lalbagh, Vadodara, Gujarat– 390004
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Marketing Management Report

Group-8
Category: Furniture

Submitted To – Dr. Jishnu Changkakoti

Submitted By – GROUP 8

REPORT TEAM -
 VINEET JAIN (MBA TM) (214078)
 KRIPA RANJAN SARKAR (MBA SCM) (2140)
 VAIBHAV KHOBRAGADE (MBA TM) (214076)
 VISHAL JAINI (MBA TM) (214079)
 VAIBHAV PARMAR (MBA TM) (214077)
 INDIAN FURNITURE MARKET.
India is known for its unique and exceptional furniture design. Because of its rich
handcraft and appealing traditional art and style, the Indian furniture business is well-
known both in India and beyond.
Over time, the Indian furniture market has changed. Its market has expanded
beyond chairs and tables to include designed interiors, such as wardrobes and
sofas. For generations, furniture has been an important element of Indian
households. The growing middle-class population, rising disposable income, and the
growing number of urban homes all contribute to the expansion of the Indian
furniture market.
The furniture market in India is dominated by small unorganized local firms.
However, organized players have increased their contribution to the Indian furniture
sector during the previous decade. 

 Industry estimates show that furniture market has an overall market size of
Rs.120,000 crores and home decor and utilities is at Rs.130,000 crores.
 According to a Red seer Consulting report, by 2020, India’s furniture industry is
expected to grow to $35 billion, with the online section being worth about $700
million. 
 The Indian furniture market has grown at a CAGR of 17.2% for the period
FY’2008-FY’2013 and is projected to grow at a CAGR of around 26% during
2014-19 according to “India Furniture Market Forecast & Opportunities,
2019”.
MAJOR FURNITURE COMPETIONS TO BE
ANALYSED: -

 FURNITURE SHOWROOM
 CARPENTER SHOP
 PEPPERFRY
 NILKAMAL LTD.

 The furniture showroom is the high-class retail furniture showroom who offers
branded or unbranded retail furniture in tier 1 and tier 2 cities.
 The carpenter shops are the local shops of retail as well as the manufacturer
in the towns or cities.
 Pepperfry is an Indian online startup of marketplace for furniture and home
décor.
 Nilkamal limited is the world’s largest manufacturer of molded furniture and
the Asia’s largest processor of plastic molded products.
 Furniture showroom
The furniture showroom is composed of establishments that offer a wide assortment
of furniture products for sale to the local public. They purchase furniture from
wholesalers and the manufacturer or sometime the brand also and sell them to
consumers. Products in showroom are dining room sets, leather upholstery seating,
office furniture, bedroom sets, outdoor furniture, living room sets, and individual
furniture pieces such as mattresses or couches. Furniture showroom offer products
that are sometimes referred to as case goods or upholstered goods. Case goods
imply wooden furniture, while upholstered goods refer to anything covered in textiles.

SEGMENTATION -
 Demographic segmentation – The demographic target audience of furniture
showrooms are the women. The woman is the target of the most of the furniture
retailers. The working and the household woman are the one who involved in the
decision making of buying furniture. So, the furniture retailer advertises the
product to them directly by the medium of TV advertisement on local channels,
pamphlets, holdings, etc.
 Geographic segmentation – The geographical target audience of the furniture
showroom are the basically the Porsche area of the cities or town. So that they
can easily target the upper middle class and the upper class of the society. There
are variety of furniture showroom in every tier 1 and tier 2 cities of they India.
 Psychographic segmentation – The furniture showrooms target the middle
upper and the upper class of the society. They approach the category of people
who are very passionate about the brands and use only premium products just to
follow fashion trends. They target customer who buys readymade furniture.
Simply choose and deliver.
 Behavioural segmentation – The behavioural target of the showrooms is
basically the loyalty of their customers. They provide the best possible service to
their customer to gain their loyalty to them. They introduce time to time offers and
events for their customer to stay connected with them.
TARGETING
The furniture showrooms mainly target the people of that cities or the town area.
They mainly focus on the upper middle class and the upper class of the society.
They offer both premium as well as the budget segment of the product. Showroom
also tie-up with the brands to sell their product to the premium customer who are
willing to but offline rather than online. They work as a retailer in the furniture
industry as they mainly sold the ready-made furniture. Only few of the showroom
offer the customisation of the product.

POSITIONING

 The furniture sector in India makes a marginal contribution to the Gross Domestic

Product (GDP), representing about 0.5 percent of the total GDP.
 The major part of this industry, approximately 85 percent is in the unorganized
sector. The remaining 15 percent of organized sector comprises of large
manufacturers, such as Godrej & Boyce Manufacturing Co. Ltd., BP Ergo,
Featherlite, Haworth, Style Spa, Yantra, Renaissance, Millennium Lifestyles,
Durian, Kian, Tangent, Zuari, PSL Modular Furniture, FurnitureWala and Truzo. A
small emerging segment is the contribution from online retailers such as
Pepperfry, Urban Ladder, HomeLane and others.
 The majority of furniture retailers provide extensive selections of furniture for
consumers to choose from, but some stores focus on one specialty area of
furniture.
 And the loyal customers of this retail furniture showrooms are the main objective
of their positioning in the market many of the customers generation are buying
furniture from same showrooms.
 Carpenter Shop
The furniture industry in India contributes only a small portion of the country's GDP,
accounting for about 0.5 percent of total GDP. The unorganised sector accounts for
approximately 85% of this industry. This unorganized sector is local shops and
showrooms. They provide quality and economical product at less price as compared
to other brands. These shops are basically owned by the carpenters who work as a
self-employee. They prepare the goods as of the customer requirements in a very
less design options. Nowadays they also buy furniture from wholesaler is quantity
and sell in retail to the customer.

SEGMENTATION
 Demographic segmentation- The Carpenter shops focus on lower- and
middle-class segment. For a lower and lower middle class people plastic
furniture, as it is affordable and nice. It also focuses on small business which
needs good and economical furniture.

 Geographic segmentation – These shops are located in every area, rural

areas, sub urban areas, urban areas and covers a large portion of the
population. And the price of the product is set according to the area in which
the shop is located.

 Psychographic segmentation – They provide a fair quality product at

reasonable price and normally provide discounts to their customer as of them
are basically known customers. They also provide customization in a very low
variety. Discounts are regularly provided by them to the customer whether on
festival season or stock clearance, etc.
 Behavioural segmentation - The behavioural target of the carpenter shop is
same as furniture showroom where they target the loyalty of their customers.
They provide the best possible service and good quality of furniture to their
customer to gain their loyalty to them. They introduce time to time discount for
their customer to buy furniture from them.

TARGETING
 The target of carpenter shop is mostly the people near that particular
shop. They only work for that particular area. Provide the quality of
product according to the area of surrounding.
 The main focus is lower class and middle-class people. They mainly
focus on the lower and the middle class by providing a fine quality of
product to them according to their needs and requirement.
 They only sell on offline mode. As the size of their business is small,
they are only comfortable in selling the product offline.
 They also target the small businesses or offices in the locality or in the
town. Who are willing to buy office furniture at reasonable price and as
per there need.
 The schools and other educational institute also offer them to make
school utility furniture like Benches, table, desk, etc.

POSITIONING
 They position themselves in the narrow market where the customer is
fixed and they are continually buying from them.
 They are not increasing their area of market. They are comfortable at
their current position. Most of them are afraid of taking risk.
 They positioned themselves in the lower- and middle-class segment of
audience.
 They work in the budgetary segment of the target audience.
 PEPPERFRY
Pepperfry is an Indian online marketplace for furniture and home décor.
Ambaresh Murthy and Ashish shah started Pepperfry in Mumbai in January 2012.
The company is headquartered in Mumbai, Maharashtra and operates as a
subsidiary of Trendsutra Platform Services Private Limited. The company opened
its first offline store in Mumbai in 2014. Studio launch is the first concept of
Pepperfry in India. Company offers more than 1 million type of furniture and most
common selling product is coffee table. Approx. 50% of online market share in
Indian furniture market is hold by Pepperfry. In 2020 Pepperfry ventured into
home interior partnering with Hettich, Bosch, Siemens, Kajaria, Gyproc, among
others. Also, they introduce their mobile app for customer’s.

SEGMENTATION
 Demographic segmentation – The main target of the Pepperfry is the
women because in India all the house related decision are done by the
women. and young people who is very trendy they want designer furniture in
their home or, the nuclear family people are having very aesthetics about their
home.
 Geographic segmentation – The company mainly focus on the Major cities
or Metro cities and tier 1,2,3 cities where people are comfortable with
ecommerce, company has 17 hubs and 500 cities covered across India.
Company most of furniture warehouse are in western and southern India, they
also have largest furniture warehouse in Padgha. They have 20 studios
across India which give customer expertise about the furniture before buying
the online.
  Psychographic segmentation – The Pepperfry focus on the people know
how their furniture experience before buying the furniture that’s why they
started the studio so that customers can go to the studio and check how is the
product, design and quality this will help them to buy that particular product
online.
 Behavioural segmentation – The customer gets good quality product at the
budget price. Also, the Pepperfry is focusing on the advertisement so that
they give their product review and how the furniture made, so that the
customer gets good idea about their product. Also, they give discounts and
some coupons to customer so they can purchase at low price. Also, the
company focus on the customer loyalty by giving them good product with
good life at reasonable price.

TARGETING
A) BUSINESS TO CONSUMER(B2C)
 The brand targets the youth audience as their primary customer they focus on
them., Because they are the most frequent user of online market. They are
that audience who influence other as well as buy themselves from online
stores.
 Then the brand targets the Newly married couples as they are in the new
phase of their lives and they require more of new décor for their new life. So,
they are audience who use online market and the frequent buyer of goods
through online medium.
 The other target audience of the brand is the working professional they are
the person who buys nearly 90% of their requirement through online mode.
They buy online to save their time, and they found it as the most convenient
medium of shopping.

B) BUSINESS TO BUSINESS (B2B)

 HOTELS AND ACCOMODATIONS: - The brand have also business customer
who directly purchase furniture from them in bulk for furtherance of business.
The hotel, hostels, guest houses etc, are the business who directly buy
furniture for their business from the brand in huge quantity. So, the brands
supply there product directly to these businesses.
 OFFICES AND EDUCATIONAL INSTITUTIONS: - The brand also offer
furniture for office and educational institutions. They target these businesses
to sell the dedicated products of these segments.
POSITIONING
 Pepperfry have approx. 50% of market share of online retail furniture market
as of now, and it’s still increasing. Company offers more than 1 million type of
furniture and most common selling product is coffee table.
 In 2020, Pepperfry ventured into home interior partnering with HETTICH,
BOSCH, SIEMENS,
 KAJARIA, GYPROC, AMONG OTHERS.
 The company also launch studio Pepperfry in December 2014 which give the
customer idea how to décor home with the home décor.
 They have 20 studios across India which give customer experience about the
furniture before buying the online.
 Company has 17 hubs and 500 cities covered across India.
 NILKAMAL
Nilkamal LTD. Is a plastic product manufacturer based in Mumbai, India. It is World’s
No. 1 company in moulded Furniture. Nilkamal sells close to One crore of chair
annually. Also, it is the largest processor of plastic moulded product in Asia’s. Today,
Nilkamal has very strong market base not only in India but also in Bangladesh and
Srilanka. The product variety that Nilkamal offer is custom plastic furniture, crates
and containers. The company come in existence in the year 1950 with a modest
beginning of manufacturing plastic buttons. The moulded furniture division was
started in the year 1990. Nilkamal is an undisputed leader in moulded plastic market.
Company aims to bring quality and budget friendly furniture in India. @home is a
chain of retail stores owned by Nilkamal Plastics. @home has 20 stores in 14 cities
in India.

SEGMENTATION
 Geographical segmentation - People with high income levels or for that matter
cities with more income level will prefer wood furniture as these are considered
luxury goods when compared to plastic furniture. Rural and semi-rural areas -
plastic furniture would be high in these areas as the income levels are very low
here.
 Demographics segmentation - The company focus on middle and upper
middle-class segment. Income: For a lower and lower middle class people plastic
furniture, as it is affordable and nice. Gender- men may look for information on
how the plastic furniture is flexible and sturdier than conventional furniture, and
women look out for designs and patterns.
 Psychographic segmentation - These people may prefer the conventional
wood furniture which is considered to be relatively upscale products compared to
plastic furniture.
People of this nature may find plastic furniture as a product which will not emulate
their success.
These are people the marketers of plastic furniture industry could be looking for,
as they are the people who become the future opinion leaders to some level. As
these people try lot of things and choose the best. But a very wide variety in
plastic products in several colours and designs has to be made available.

 Behavioural segmentation - The company is providing huge discount to attract

customers. It is also providing trendy product. The company is also providing
easy EMI options, quality assurance and free home delivery which other brands
are not providing.

TARGETING

Undifferentiated marketing was Nilkamal used this strategy in the market. Not
much choice and designs were available to consumers.
Differentiated marketing strategy was Later Nilkamal shifted to this strategy.
They developed several products catering to different International Journal.
Concentrated Marketing - The latest trend for Nilkamal. The @Homes is the
initiate taken in this direction. @Homes is a complete home solution store with
contemporary readymade wooden furniture and home accent. It typically targets
the upper middle class and aspiring segment of society. It has been strategically
located at several malls Nilkamal is importing the furniture which includes beds,
bathroom fittings, kitchens, table set, cupboards, racks etc. Customization as per
requirement of the customer is also facilitated. Thus, the company is reaching out
to the consumer.

POSITIONING
 Nilkamal plastics have been successful in positioning its products well in
the market. Nilkamal main points of parity are its quality and its price as
compared to other varieties of furniture. For example, as compared to a
wooden chair, a plastic Monoblock chair of Nilkamal costs 50% less.
 Moreover, Nilkamal entered into the furniture industry quite early (1990),
and by this time it was a well-established firm, with well-set business in
other areas (household goods, crates). Hence, it had the funds available
to advertise its product.
 Nilkamal was the first in the furniture sector to come up with television
advertising. Hence, with huge advantage over the other plastic furniture
players in the industry, Nilkamal became a preferred brand in India.
 It became popular especially in south India, where consumers prefer
simple living and hence had a demand for plastic furniture too. The first-
mover advantage sure has paid off for Nilkamal.
 Discussion guide CUM Questionnaire
QUES 1. Name?

Ques 2. Age?

Ques 3. Gender?

Ques 4. Profession?

Ques 5. Location?

Ques 6. If You Have Ever Bought Furniture Themselves?

A. If Yes, What Type of Furniture Did They Buy Themselves.
B. If No, Why Not (If Other Members of Their Family Also Buy Furniture,
What Type Etc.)

Ques 7. How Do They Decide to Buy the Furniture?

A. What Influence Them to Buy. (Ads, Friends, Recommendations, Etc.)
B. Who Plays the Vital Role in Decision Making Regarding the Furniture?
(Single – Parents/Roommates, Married - Husband/Wife)

Ques 8. Where Do You Normally Buy Furniture?

A. If Shop -> Which Type of Shop, Showroom, Etc.
B. If Online -> Which Website, Then Which Brand.

Ques 9. What Are the Features You Look in Before Buying Furniture?
Ques 10. Which of These Feature Are More Important or Less Important?
If You Have to Rank These Feature in Order of Importance?
Ques 11. If They Don’t Prefer Brand, Then What They Prefer?
Ques 12. How Did You Learn About This Ad?
A. If Shop -> What Influence. (Salesman, Quality, Etc.)
B. If Brand -> Which Ad. (YouTube, Promotion, Website, Etc.)
Ques 13. Which Segment You Go Premium or Budget?
Ques 14. You Purchase Customized Furniture or Readymade Furniture?
You Prefer Online or Offline Customization Option?
AFTER THEY PURCHASED,

Ques 15. Are You Satisfied with The Product and Brand? Rate It.
A. Anything Wants to Add This in Your Product.
B. Do You Have Any Second Brand Preference Other Than This or Product
Preference?
Ques 16. Do You Think Furniture Can Be Environment Friendly?
A. What Do You Mean by Environment Friendly Furniture?
B. Do You Consider This Factor for Buying Furniture?
C. Any Eco- Friendly Furniture Brand.
D. How Are They Environment Friendly.
E. Are You Willing to Pay A Premium for Environment Friendly Furniture or
Not?
Ques 17. Do You Prefer Exchanging Your Old Furniture with New?

Gap Identified
After Conducting and Analysing the interviews we identified the gap that is –
 The customer Mainly buy furniture offline. They don’t feel comfortable purchasing
furniture online. They are not aware about the product quality and material used
in the furniture.
 Customer want a good quality product under there price range. Customer willing
to buy premium quality product as the pricing of budget segment.
 Customer is unable to customize the product as per there Requirement or Ideas.
Customer wants to customise their product like design of their choice, fabric of
their colours, wood as they willing to use, etc.
 Customer wants to use eco-friendly furniture product but he has no option for
that. Customer is very aware for Environment. But they don’t know about the
availability or idea of eco-friendly furniture.
 Customer want to exchange their old furniture while buying the new furniture for
their home. Majority of customer wants to exchange their old furniture with new
one so that they get extra price benefit as well as get the space at their home for
new furniture.
 Customer wants easy return policy, mainly no questioned ask. Sometime,
customer is not happy with the product they purchased but they have no option to
return the purchased product.
 Brand

WOODEN DREAMS

Brand Logo
 Tagline of our Brand –

“If you can THINK IT, we can MAKE IT.”

WOODEN DREAMS
Wooden Dreams is a Furniture Brand, for the 20-40yrs of Male and especially female
population of India. It’s an online market brand of furniture who provides offline
facilities and services. Brands caters the youth and the working professionals who
wants the comfort as well as familiar offline touch of market.

*Wooden Dreams furniture products office tables, Drawers, King Beds, Wardrobe,
And many more….
 Positioning of Wooden Dreams.
TO the expansion of digital market and providing the experience of physical
market WOODEN DREAMS IS THE BRAND OF Furniture THAT gives Premium
Quality Furniture that offer Customization and exchange policy of furniture
BECAUSE We are unique and respect our customer feelings.

As per the Positioning statement of our Brand here is a following

brief on that –
 Wooden Dreams stands in online market by providing offline experience to the
customers.
 Wooden Dreams provide Premium Quality furniture under the price of customer.
 Wooden Dreams offer customization on your door step or the Nearest brand
store, for your best customer experience.
 Wooden Dreams Provide Exchange policies to the customer in exchange of their
old furniture. So that the old furniture wood can be utilized for the manufacturing
of new product. (the less tree will be cut and the old will be refurbished)
 Wooden Dreams offer 100 days No Questioned Ask return policy to the customer
on the purchase of retail furniture.
 Wooden Dreams Also take initiative to make furniture market an Environmentally
friendly market by replacing wood with the Organic wood (wood prepared with the
combination of old wood and the plastic. Which is more durable and last long for
many years) which leads to minimize the consumption of wood in future.
 Wooden Dreams also work for the society by Planting Five sapling ‘ASHOKA
TREE’ on every sell of furniture product. So, that the future generation will not
suffer from our present.
 Wooden Dreams Mission of making Furniture Industry
Environment friendly by following ideas –

Furniture can complete your house from home to "home sweet home". when we
think about furniture, at first wood strike our mind because mostly furniture is made
from wood, but we are in 21st century where global warming is like dark magic for
earth. For that our company introduce a new type of product which is more eco-
friendly as compared to wood.

 Bamboo
It is ideal alternative to wood. Basically, it's not a tree, it is longest grass in the world.
Which is also the fastest growing plant. It's for tensile strength and high compressive
strength makes it ideal furniture material. Bamboo is light weight and it's also pocket
friendly.
 Rattan and Wicker
Rattan is also a good alternative to wood. It is similar to bamboo. It is renewable
palm species which grows in rain forest.
Wicker is a woven fibre made from reed and swamp grasses, it is so durable
Rattan and wicker are also pocket friendly.

 Lantana
It's a weed plant which has beautiful flower, mainly found in country side. Some tribe
of Malai Mahadeshwara hills in Karnataka who made furniture from Lantana.
Government of India has a moto "Vocal for local" under ‘ATMA NIRBHAR BHARAT’
scheme, our company also promote this.
Lantana is a good substitute to wood, mainly sofa, basket, chairs, books and shoe
case are produced from this.
 MARKETING MIX OF WOODEN DREAMS
The Four P’s of Marketing Mix of Wooden Dreams are as Follows-
 PRODUCT:
 We are introducing our Brand as a Furniture Brand.
 The name of the brand is s self-introduction of its feature that is Wooden
Dreams i.e., furniture of your dream.
 We come up with a tag line that is ‘if you can THINK IT, we can MAKE IT’.
 We are an online Brand of furniture with the experience of offline market.
 We at Wooden Dreams, take care of customer choice and our priority is
customer satisfaction. That’s why we are coming with a specialisation of
customized furniture as of the customer needs and style.
 We make best quality furniture good under the price segment of the
customer. As per the need of customer and the budget, we provide them
according to that.
 If the customer is not comfortable with the online buy or want to
experience the quality and service of Wooden Dreams, for that we are also
introducing our Brand store in the metro cities. So that they can simply visit
and experience the world class customer service and the product quality.
 Also, for there assistance we are introducing a specialised team of
designer who are available in online mode i.e., on video call or telephonic
call.
 We are also providing specialised team on our brand stores for the
customer who likely to want customise their product in front of them with
the help of specialist.
 Customer also have the option to customize their own dream furniture with
the help of our website.

 We at Wooden Dreams, taking initiative to make furniture market as an

environmentally friendly market by introducing eco-friendly wood and the
plantation of 5 sapling of ASHOKA TREE on every single sell of furniture.

 PLACE:
 Wooden Dreams is an Online brand of furniture. Who offers their customer
from pan India to buy from a wide variety of the products.
 Wooden Dreams also offer their Brand store in the Metro cities like Delhi,
Mumbai, Bangalore, Hyderabad, Chennai, and more to come.
 People can easily commute with our specialised team on the brand store
as well as on online medium.
 We organise a special campaign and events in the tier 2 and tier 3 cities.
So, that we can also influence them to buy from us.
 We are also working for the audience of town and small cities by knowing
customer about our product by print, radio and television media.
 Wooden Dreams offer their customer a wide variety of products to be
deliver pan India. With the Specialised team for their needs.
  We provide our specialised team services and our customer services pan
India. Through online mode whether on telephonic call or video call.

 PRICE:
 As we get to know from the Interview we have taken, majority of
responses prioritise their price on first or second rank.
 They want a best quality product in a budget segment.
 Wooden dreams are working for them, by providing best quality product to
them in their budget segment. We make this possible by removing all the
middlemen from the chain and delivering you the best quality product at
your doorstep.
 We also provide the furniture which is made up of Rattan and Witcher
which is a kind of bamboo product. We introduce this product in a premium
product design and quality as this product is very pocket friendly for the
customer.
 We are also providing the Exchange of old furniture with new furniture
policy, which tend to be comfortable for the customer to buy new furniture
buy exchanging their old furniture and some extra amount of money.
 As the exchange is there, we also come up with the idea of Eco-friendly
wood which is prepared by the waste plastic and the wood. So, the
exchange wood going to be utilised for making eco friendly wood so that
no more tree would be cut and also the waste plastic can also be used
with that to make a pocket friendly furniture wood, which is more reliable.

 PROMOTIONS:
In order to promote our new brand in the existing market we have come up with the
following Strategies which help our brand to Compete and position in the market as a
Brand of Quality and Customer Service.

 Advertisement
For advertising preferred medium will be there –
 Television
 On behalf of Interview, we have taken from the sample of population,
we get to know that the woman plays the dominating role in decision
making of purchase of Furniture’s for their home and, mostly of them
are home maker. So, the television is the best and the vast way of
promoting our brand among the Home makers.
 We introduce our Brand ambassador to feature in our Advt.
 We promote our brand through Television Advertisement specially at
the time of Afternoon. When, the most of the drama’s serials, reality
shows are repeated telecasted, etc.
 Radio
 The Radio is the Third largest media in India after Social Media and
Television with the number of 51 million users.
  We advertise our product on radio as an average of 16 minutes a day a
user of radio listen in a day.

 Print media
 We promote our brand store in metropolitan cities through print media
like Advertisement Holdings at traffic areas, Pamphlet distribution etc.
 We also promote our online Social media handle through print media
by following idea -
 Digital Marketing
In the Modern Era we going to promote our Brand with the following ways -
 Company Website
 We have come up with our Company Website. Which is a one click
Destination for all of the customer Furniture needs. We are providing
them all the solution for their furniture needs.
 We provide on website, on call as well as on video call service for the
customization of their furniture.
 Our website speaks all about our brand as you can see in the following
Screenshot. It promotes our brand, Environment friendly, Customer
services, our offers, and many more…

 Social Media
 We Promote our new presence and reach out the target Audience i.e.,
youth of India, through Our official social media handle on Facebook,
Instagram, Twitter, etc.
 We promote our Brand through Facebook and Instagram Digital
marketing so that the non-user of our handle can also see our offer
posts and advertisement, etc.
 Our brand Ambassador also promote our brand on their official handle
on different Social media.

 Digital Events –
 Organising various events like quizzes, games on our product and
brand will create brand image and position our brand in their minds.
And giving out special discount coupons and rewards for their first
purchases, etc.
 Public Relations

We create public relation or publicity of brand through various strategies are as

follows –
 As our brand promote Eco-friendly products, so we going to be the
India’s first Company with the mission of Eco-friendly furniture.
 We are going to plant 5 saplings of ASHOKA TREE on every sell of
furniture.
 Exchange of old furniture with New furniture is the creative idea of
conserving forest and making of environment friendly wood with the
combination of exchanged wood and plastic waste.
 Special campaign and events have to be organised in the crowded
places to show the process of making environment friendly wood and
waste plastic live. So that we can gain public trust and influence them
to buy from us.
 We provide best in class customer service with No Question Ask return
policy on retail furniture.
 Sales Promotion

 Exchange old with new policy.

 We offer Exchange policy to our customer who are willing to exchange
their old furniture with new.
 With this policy we provide them exchange discount.
 Exchange policy will also help us in the conservation of forest and also
help in making of environment friendly wood.

 New customer offer

 To get New customer frequently, we offer New customer offer to the
customer.
 They will be rewarded with cashback offer to their wallet on the
purchase of new product from us.
 With the effect of cashback offer, they would be influence to buy from
as again in order to utilise that cashback amount.

 Planting a sapling.
 Nowadays, every person aware about the environment and want to
work for it, but couldn’t. Due to their busy schedule.
 But we Plant 5 sapling of ASHOKA TREE on every single purchase of
product. Will influence the customer.
 They are Directly or indirectly contributing to the environment while
purchasing from us.
 This will lead to create a brand image in their mind that brand is
working for a good cause.

 Personal Selling

 As we introduce our brand store in the Metro cities, this will help us to
promote our brand to the customer directly. A specialised team of
Designer will be there to help them with the product and the brand
requirements to them.
 Various campaign and events to be organised in order to create
awareness about the environment friendly furniture in the Tier 2 and Tier 3
cities, where we are not able to introduce our brand.
 Both of the above will help us in the way of personal selling to the
customer. And get their views and feedback to us.
 APPENDIX
The result of the interview is attached in the
following link. Please go through it.

Link of the interview –

https://docs.google.com/spreadsheets/d/
1pV7lVPrU3zRwsL31nv7RPCv3BUHPFQ4qg_by5RLsks0/edit?
usp=sharing

REFERENCES
https://www.marketresearch.com/
https://www.mordorintelligence.com/
https://brandalyzer.blog/
https://www.wikipedia.org/
https://www.google.com/imgres
https://ii2.pepperfry.com
https://www.techsciresearch.com
https://www.statista.com/statistics
https://www.microdinc.com/blog/improve-furniture-marketing-strategy/
https://brandyuva.in/2019/07/marketing-strategies-of-nilkamal.html
https://www.mbaskool.com/marketing-mix/services/17237-pepperfry.html

THANK YOU