MARKETING

MANAGEMENT
PROJECT

ImagiVista
BY
GROUP-3E
 ImagiVista
S T AT E M E N T Introducing ImagiVista, a visionary solution to the sporadic revenue and
persistent losses faced by Pepperfry. Our mission is to revolutionize interior
PROBLEM

design by seamlessly blending traditional expertise with cutting-edge VR and AR

technology. In a market where personalization, customization, after-sales service,
competitive pricing, and quality assurance have been persistent challenges,
ImagiVista emerges as the answer. The core challenge is now to effectively
execute ImagiVista's customer value proposition, ensuring sustainable revenue
growth and minimized losses for Pepperfry, while propelling it to the forefront of
the dynamic home interior design industry.
 ImagiVista

Functional Design
Personalization

Latent P F
Digital Visualization

Needs
Flexibility

Customers have latent needs in interior design, F D

including personalization, space optimization, functional Space Optimization
Sustainability
design, sustainability, digital visualization, flexibility,
and online consultations. They seek tailored solutions,
efficient space utilization, practicality, eco-friendly
choices, visual representations, adaptable designs, and S S
the convenience of virtual consultations. Meeting these Online
needs is crucial in providing a comprehensive and Consultations
customer-centric interior design service.

O
 ImagiVista

MARKETING PLAN
 Factors influencing Industry Analysis
ImagiVista

Market review Competitive review Distribution channels Customers Supply

& intermediaries

Early-stage Fragmented market with

Increasing several players. Lower entry barriers
market with Target Customers
popularity of Best distribution channel for businesses.
rapid growth
potential.
VR and AR depends on the target Homeowners seeking
technology. market and product or personalized and immersive
service offered design experiences.

Major Players:

• Pepperfry
• Houzz
• Roomsketcher
Growing demand for Affordable and
personalized interior accessible
design experiences. technology.
Heavy investments in Customer Profile
research and
• Typically young, affluent,
development. • Direct sellig
and tech-savvy
• Retailers or
individuals.
intermediaries • Willing to pay a premium
Estimated market
for high-value and Innovative solutions
worth by 2028: convenient solutions.
$10.8 billion (Grand Continuous innovation to to homeowners.
View Research). maintain a competitive edge.

Internal Audit
Marketing Finance
• Clear and concise • Realistic financial
marketing strategy projections.
• Well-defined target • Marketing,
audience. manufacturing and
• Appropriate development costs
marketing channels. are well managed.
• Effective • Financial resources
communication plan. for product launch
• Sufficient budget for and ongoing
marketing. operations are
available.
• Financial risks are well
managed.
ImagiVista
Manufacturing Management and Organization
• Scalable and efficient • Experienced and
manufacturing competent
process. management team.
• High product quality • Well defined
control standards. organization
• Reliable supply chain. structure.
• Competitive • Timely and quick
manufacturing costs. decision making.
 ImagiVista

Research
objectives
These research objectives address the
challenges related to revenue fluctuations
and the successful launch of ImagiVista,
ensuring actionable insights to improve
revenue and effectively introduce the new
product.
 ImagiVista

1 Financial Analysis

Customer Surveys
The Stages
2

of Research 3 Competitive Analysis

Marketing Strategy
4
Development- STP
 ImagiVista

Sampling
Plan
• Financial Data (2017-2022):
⚬ Sample Size: Analyzing financial data for five years to
capture long-term trends.
⚬ Sampling Method: Comprehensive analysis of complete Customer Surveys (1,000):
financial records for each fiscal year.
⚬ Rationale: This approach ensures that we have a
⚬ Sample Size: Surveying 1,000 Pepperfry
holistic view of Pepperfry's revenue performance over
customers.
the specified period. Analyzing complete financial
⚬ Sampling Method: Random sampling from the
records allows us to accurately assess revenue trends
Pepperfry customer database.
and fluctuations over the years.
⚬ Rationale: Random sampling helps us gather
diverse feedback and preferences from
Pepperfry's customer base. By surveying a
significant number of customers, we aim to
obtain a representative sample that reflects the
broader customer sentiment.
 Financial Data ImagiVista

Analysis
Findings
• Revenue Trends: Historical revenue analysis reveals FY17 - Rs. 140.60
crores, FY18 - Rs. 207.25 crores (47% increase), FY22 - Rs. 247 crores (19%
drop).

• Profitability Challenges: FY17 saw losses of Rs. 138 crores, addressing this is
crucial for ImagiVista's financial success.

• Revenue Fluctuations: ImagiVista aims to provide consistent revenue through

its VR-AR interior design consultation service.
Customer Survey ImagiVista

Findings
Customer Preferences:

65% of surveyed customers prefer contemporary interior design styles.

Satisfaction and Pain Points:

40% of customers reported delays in product deliveries, which ImagiVista aims to

streamline.

Demand for Personalization:

78% of customers expressed interest in personalized design consultations.

Pricing Sensitivity:

55% of customers are willing to pay an additional 10% for personalized design
services.

STRENGTHS
Pepperfry boasts an established
brand presence and the uniqueness
of ImagiVista. Additionally, the
company has a vast customer
database to support its launch.
S W
OPPORTUNITIES
O T
ImagiVista aligns perfectly with the
growing demand for personalized
interior design and the rapid
expansion of the VR-AR market.
ImagiVista
WEAKNESSES
The initial investment required for
ImagiVista and the potential
learning curve for customers pose
challenges.
THREATS
Competition may intensify as rivals
venture into VR-AR services.
Technological advancements pose a
threat of obsolescence.
 EXTERNAL CONSTRAINTS ImagiVista

Economic conditions, Rapid advancements in

such as downturns, can VR-AR can benefit Legal issues concerning
affect consumer spending ImagiVista but also intellectual property may
on interior design challenge its affect the service
services. competitiveness.

Political Economic Sociocultural Technological Environmental Legal

Government regulations Consumer preferences for A focus on sustainability
regarding VR-AR sustainable design can and eco-conscious design
technologies may impact influence ImagiVista's aligns with ImagiVista's
ImagiVista. recommendations. potential.
 SEGMENTATION ImagiVista
A Quick Breakdown
Demographics:
All income brackets seeking home
improvement. Item 7 Item 1

Age: Target ranges include 25-40 and

14.3% 14.3%
Psychographics: customers
40-60. looking for a unique and
personalized interior design
experience.
Tailor its targeting to meet
Item 6 Item 2
specific goals and budget 14.3% Behavioral:
14.3%

constraints. Customers who have recently

purchased/rented new home or
relocated.
For instance, if aiming at
high earners, focus on the Geographic location:
30-40 age group. Customers in major cities
Item 5 Item 3
14.3% 14.3% with a high demand for
Alternatively, when interior design services.
targeting families
Item 4
with young kids, 14.3%

prioritize the 25-40

age range.
 Targeting ImagiVista
High-income earners
Empty nesters
These customers will
These customers will likely
likely be interested in the
be looking for a stylish and
latest and most innovative
comfortable home that is
interior design trends.
easy to maintain.

Families with young children

Young professionals

These customers will These customers will likely

likely seek a unique, be looking for functional
personalized interior and stylish home interiors
design experience. that are kid-friendly.
POSITIONING ImagiVista

Pepperfry should also consider:

• Lifestyle-Based Targeting for Home Decor Enthusiasts.

• Occupation-Centric Approach, Especially in Creative Professions.
• Education Level: Focusing on Customers with College Degrees or Higher.
• Geographical Targeting in High-Demand Urban Areas.
 ImagiVista

ImagiVista is revolutionizing home interior design by merging

traditional expertise with cutting-edge VR/AR technology. We bring you
a host of unique benefits. CUSTOMER VALUE
• Customization: ImagiVista puts you in control. Our VR/AR tech lets PROPOSITION
you personalize every aspect of your interior design project, from
room layouts to materials, ensuring a unique masterpiece tailored to
your lifestyle.

• Personalization: Your home should reflect your personality.

ImagiVista offers endless design options, color schemes, and decor
elements, all customizable to your tastes, eliminating cookie-cutter
designs.
• Competitive Pricing: ImagiVista makes professional interior
• After Sales Service: We're your dependable partner, guiding you design accessible. We balance luxury with affordability,
through every step, from coordinating with contractors to providing top-notch design without straining your budget.
addressing unexpected issues during design execution.
• Quality Assurance: Our commitment to quality guarantees
enduring designs using premium materials and trusted
suppliers. Your dream home will stand the test of time.
 PRODUCT DIFFERENTIATION & BENEFITS ImagiVista

DIGITAL DEMO WITH AR/VR: MENTORSHIP PROGRAMS:

1 Experience the future of interior design with 2 Beyond design, we offer mentorship programs led
immersive digital demos, making well-informed by industry professionals to nurture budding talent
design decisions. in interior design.

EXCLUSIVE
SUSTAINABILITY:
PARTNERSHIPS: SOCIAL
ImagiVista prioritizes eco-
Unique collaborations with RESPONSIBILITY:
3 4 friendly practices, 5
renowned companies and artisans
minimizing environmental We contribute to social causes,
provide you with one-of-a-kind
impact without meaning your choice benefits
items that match your custom
compromising style. communities in need.
designs.
 Success Metrics ImagiVista

CUSTOMER
PERSONA VR AND AR
ALIGNMENT ENGAGEMENT
1 3 Tracks user
5
Ensures actual
customers match the interaction with VR
defined target and AR features.
CONSULTATION persona.
REQUEST
CONVERSION COST PER
CUSTOMER
RATE CONSULTATION
SATISFACTION
Measures website (CPC)
SCORE (CSAT)
visitors converting 2 4 Calculates marketing
into consultation Gauges post-
cost per consultation
requests. consultation customer
request.
satisfaction.
 ImagiVista

OUR TEAM

KANTA RACHAPRO RAGHAV

ANIRUDH HARIPRIYA SWAROOP
UNNATI
JITENDRA LU PRIYA
DWIVEDI C VARMA MANGAL
TEJA MADHURI
2023PGP138 2023PGP145 2023PGP152 2023PGP172 2023PGP173 2023PGP192
 ImagiVista

THANK YOU