THE GOOD EARTH

S.P.G AND HERITAGE PRODUCTS ASSIGNMENT

Submitted to
Prof. Chetna Patiyal

Submitted by
Guru Prasad, Ruchira Pal, Simran Agrawal, Sowrav
MFM
batch 2021-23
INTRODUCTION Founded by Anita Lal, The Good Earth is known for its
luxury home decor, lifestyle products, and accessories.

Celebrates the heritage of the Indian subcontinent and

surrounding areas across Asia.

Uses vibrant colours with subtle balance to capture the

essence of the traditional Indian style.

Believes in true luxury and in the details of everyday living

along with focusing on sustaining traditions, heritage and
ecology.

Vision - maintain the exquisiteness that tells a story.

Inspired by nature, enchanted by history, and crafted by hand.

TIMELINE 2016 2018
2004 2006
2007 2010 First souvenir The
1997 Fragrant
Introduced
shop in Jaipur’s Miniaturist:
Kansa Store launch launched
1st boutique herbal sustainabl Rajmahal 1st haute
utensils for in Khan
at Kemps skincare e apparel Palace. & couture
its health market,
corner range collection Nicobar started collection
benefits Delhi.

1996 2000 2005 2006 2009 2013 2017 2019

Launched Flagship Gumdrops, Good earth web 1st concept Customer
Idea: Founder
the iconic store at kids Kettuvalam boutiques, boutique in Loyalty
Anita Lal was
Periyar Raghuvanshi collection delivering Moon House Program
fascinated by the
design Mills to 40 Haveli,
craft of the
story countries Jodhpur
Kumbhars
TARGET MARKET
The Good Earth is a luxury retail brand and the
prices are very high as they are uniquely crafted by
artisans.

Targets higher-class people, particularly females,

who often believe to use handcrafted luxurious
products.

People looking for quality products which are also

uniquely crafted that highlight the traditions of
their country.

Its customers are aware and conscious people

understanding the need of sustainability.
 PRODUCT CATEGORIES

Decor - Lamps, Lanterns, Luxury Dining Bar & Drinkware Bath & Fragrances
vases, show pieces

Home textiles - Bed, Pillow Ancient Rituals Apparel & Jewellery Gumdrops - Kids
covers, cushions, table mats
 PRICE RANGE

Quilts and Dohars - Rs 12000 - 30000

Bedspreads - Rs 12000 - 30000
Curtains and Yardage - Rs 1200 - 4800
Throws - Rs 7000 - 18000
Cushions - Rs 2800 - 7000
Wall coverings - Rs 12000-18500
Table Linen - Rs 4800 - 14000
Dinnerware - Rs 2800 - 11500
Lanterns - Rs 2800 - 7800
PLACE & WAREHOUSE

Mumbai Hyderabad
Raghuvanshi mills Banjara Hills
Juhu
Colaba Jaipur
Jaipur Good Earth
Delhi
Khan Market
Jodhpur
City Walk Moonhouse Havelli

Bangalore
Lavelle road

Chennai
Rutland Gate
 .
1. Each year, a new theme is introduced, along
with a new collection, new learning skills,
product sales, online exhibitions/pop-ups, and
word-of-mouth marketing.

2. The brand focuses on communication through its

PROMOTIONS

website, which portrays its presence very well

through its history and collection stories.

3. Their social media handle also ensures that it

engages in video content that attracts more
attention, in addition to the storytelling and
conceptualisation shown on captions and
relevant titles
MARKET POSITIONING
MARKET SHARE
Good Earth as a stylish sustainable luxury
brand holds only a small percentage of
market.

As compared to the other brands that ownes

a large number of stores the market share of
good earth is limited.
MARKETING STRATEGIES
Good Earth's approach has always been
focused on quality, great design,
storytelling and customer experience.

Marketing of good earth is about people's

touch points on online and online.

Good earth engages its user through social

media

Launch of new theme - events and special

events with both entertainment and dining
together.
SHOPPING EXPERIENCE
Good earth focus mostly on instore experience
Always develops the store experience with diffrent themes and ways of story telling.
Good earth cares about the aesthetics of the store and luxury experience they can provide
Every good earth store has its own story and designed to reflect local architucture and
culture.
operates on e-comerce to improve the convinience of costumers.

1.
SWOT ANALYSIS
Strength
Brand focuses on Indian Luxury
Weakness
Limited presence all over India
Absence in the tier 2 cities
Oppurtunity
Can be taken to foreign markets [contemporary Indian]
Threat
Design language is being replicated
Sold at much cheaper price
competition from unbranded retail stores
SUSTAINABILITY
A tradition that they tend to pass on to the next generation

Being conscious while developing a product and packaging

Sustaining livelihoods
KEY LEARNINGS
Luxury can be seen in a different perspective
Selling a product along with a myth is appreciated from
the customer's side
Staying connected to the splendor can be a plus point
THANKYOU