Presented by: Mehak Kapoor Saurabh Verma Vipasha Jain

Godrej
‡ Founded by Ardeshir & Pirojsha Godrej in 1897, at Mumbai ‡ Group has operation in many countries ‡ Started in India with first ever lock system that uses Levers ‡ Product range includes:
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Refrigerators & Furniture Edible oils & chemicals Chicken & Agri Products Material Handling equipment
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000 crore market ‡ Godrej Interio recorded sales of 350 million in Furniture (2009-2010) ‡ Over 50 exclusive stores and 800 dealer outlets ‡ Claims 98% on-time Delivery records ‡ Technological tweaks in the furniture 3 ..a.Godrej Interio The Hero Business ‡ Branded Home furniture market growing at 20% p. but forms only 10% of the 20.

Ford motors ‡ Close Coordination with the Supplier Tata Steel ± Over 1. plastic. glass and steel.‡ Faced competition from foreign brands.000 suppliers ± Materials procured include alluminium. after duty was reduced by approx 50% ‡ Adoption of Stanford University s IDMM(integrated Design Manufacturing & Marketability) Mahindra & Mahindra. which is the major raw material 4 .

4Ps Product Modular office furniture Modular Home furnishings Price Highly priced Place Company owned outlets Franchisee Promotion Knowledge centre Advertisements (zindagi banaye rangeen) 5 .

Marketing Efforts ± Sharp eye on the other emerging players ± Incorporation of unexpressed needs ‡ Design to stop Dupatta from getting entangled in the chair ± Dealer Education ‡ Ensures business to all dealers. using segmentation ± Knowledge Centre ‡ 30.000 sq feet display at Mumbai 6 .

Success Factors ‡ Brand Building ‡ Focus on Quality ‡ Emphasis on customized products 7 .

Thereby increasing the sales of Godrej Furniture(Godrej Interio) 8 .Future plans ‡ Expansion to 200 stores ‡ Mix of company owned & Franchisee ‡ Foray into Real Estates.

2010 Sample size: 50 individuals. 3 corporate 9 .Research Methodology ‡ ‡ ‡ ‡ ‡ Type of study: Exploratory study Mode of study: Questionnaire and interview Place of study: Chandigarh Duration: 8th to 13th October.

Analysis of the Survey 10 .

Choice of Outlet Choice of outlet 18 16 14 12 10 8 6 4 2 0 Branded outlets Brands Local Carpenter 11 Choice of outlet .

Perception about Godrej Perception 6 7 Very Good Good Average 17 12 .

Awareness Level 100% 80% Not Aware 60% 40% 20% 0% Awareness 13 Aware .

Influencing Factors in purchase Decision Influencing Factor 16 14 12 10 8 6 4 2 0 Influencing Factor 14 .

Preference of Attributes Preferencce factors Durability Look Prce Availability 15 .

Looks 16 14 12 10 8 6 4 2 0 LOOKS 16 Average Ordinary Very Classic .

Price 14 12 10 8 6 4 2 0 Price 17 Affordable Moderate Expensive .

Durability 20 18 16 14 12 10 8 6 4 2 0 Durability 18 Low in Strength Very Durable Fragile .

Availability 1 15.5 13 Availability 19 Easily Scarcily .5 15 14.5 14 13.

‡ Godrej may host various exhibitions to showcase their various concepts of home and office furnishings. ‡ To have a low end product to cater to mass market. ‡ To position their brand as a durable brand as people prefer durability in these products. ‡ Special tie-ups with the corporate for their employees 20 .Recommendations ‡ To increase the number of distributors and awareness among people.

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