Godrej Interio uses a variety of marketing strategies including product differentiation, competitive pricing, targeted segmentation, multi-channel distribution and promotional activities like discounts, tie-ups with movies, and public relations efforts. It focuses on sustainability and community development. While a leader in India, it faces challenges from growing competition and needs to strengthen areas like advertising and salesforce management.

1. A study on Marketing Function Audit
A and Competitive Analysis of Godrej
study on Marketing Function Audit
Interio in India
and Competitive Analysis of Godrej
Interio in India
Surveyed Done by;
Suvashis Mahapatra (10DR009)
Arkadeep Dasgupta (10DR012)
Smuriti sikha Behrra (10DR023)

3. Benefits of a marketing audit
A marketing audit is defined as "a systematic,
comprehensive and periodic review of the entire
marketing activities of an organisation" (College of
Business).
 The purpose of an audit is to:
 Determine what is currently being done
 Evaluate what is being done (is it working, etc)
 Recommend what should be done in the future

4. What is Marketing function Audit
1. Product: One’s products' unique competencies
2. Price
3. Distribution
4. Advertising, sales Promotion, Publicity, and
Direct Marketing
5. Sales Force

5. About Godrej Interio
 Inaugurating the store, Anil S Mathur, COO, Godrej
Interio, said, "Godrej Interio is totally committed to
providing the highest quality furniture. The design
teams work closely with consumers to determine their
likes and preferences and these requirements are what
can be seen in the products. While the designs are
contemporary, they reflect the lifestyle needs of the
Indian consumers. ’’ Mathur said that in 2009-2010,
the company achieved a turnover of Rs 1000 crore
and plans were there to achieve a Rs 1300 crore
turnover this year, with a 35 per cent growth.

6. Con…………
 Godrej Interio, the furniture arm of Godrej & Boyce Mfg Co Ltd, is planning to
foray into the ready-to-assemble segment, where furniture is purchased in multiple
pieces and require assembly.
 Anil Mathur, chief operating officer of Godrej Interio, said the category was
nascent. “We are seeing how best we can approach it.” He added a blueprint for the
same would be ready in the next month-and-a-half. Godrej Interio is the largest
company in the Rs 3,000-crore organised furniture market, with a market share of
about 20 per cent. The company, according to Mathur, hopes to grow its turnover to
Rs 1,000 crore in this financial year. It offers home and office furniture, along with
solutions for laboratories, hospitals and health care establishments, and education
and training institutes.
 In view of the growing competition, Godrej & Boyce has been upgrading its
products more often to keep up with consumer tastes and preferences. The
company recently launched a furniture range with designer Krshna Mehta, and is
looking at two more launches with international designers in a few months. “One is
with a French designer for a new sofa and chair range. There is another one with an
English designer soon after,” said Mathur.

7. PRODUCT & PRICE OF
GODREJ .INTERIO

10. BEDROOM CONCEPT
 Royale Linea Matt
 Zurina Squadro
 Fiona Linea Glossy
 Adriana Squadro
 EROS Flutter
 Megnus Chloey
 Peare Morpheus
 Dark chocolat

11. PRICE
 PRICE STARTS FOR BED ROOM
CONCEPT
Starts from 450000 to 1200000 more
then that

14. LIVING ROOM CONCEPT
 Coffee Table
 Sofas
 Living Room concepts

15. LIVING ROOM CONCEPT
Price start from 280000 to 800000 more than
that

17. CUPBOARDS
 Fanfasia
 Kreation
 Similire Miror ZS
 Slimline with locker & drawer

18. CUPBOARDS
 Price starts from 12000 to 32000 for still
or for wood 25000 to 100000

20. BEDS
 ESCA Peare Bed
 Arista Vienna Bed
 Opal Wilmer Bed
 Eudora Bed Royal Bed
 Megnus Bed zurina Bed
 Oscar Eros Bed
 Thrill Hastel Bed Windsor Bed
 Zeal Hastel Bed Flute Bed

21. BEDS PRICE
 Starts from 29000 to 210000 more then that

23. STUDY ROOM
 Computer Furniture
 Genious study centres
* ACE
* Genious study centres
* Talent

24. STUDY ROOM
Price starts from 10000 to 70000

26. DINING ROOM
 Dining chair
 Dining sets
 Multi purpose chair
 Tables
Also they provide Dyning room concept

27. DINING ROOM CONCEPT +
DINING SET
For Dining Room concept ~ 180000 to 300000
For dining Set ~ 17000 to 200000

29. KIDS ROOM
 I-space
 Kids - furniture

30. KIDS ROOM
Price starts from 25000 to 40000

32. KITCHEN
 Accessories units
 Kitchen layouts
 Shade cards
Also they provide kitchen concept

33. KITCHEN
 Price ~ Price depends on sq.feet of area

35. HOME ACCESSORIES
 Potpourri
 Candles & Incense sticks
 Bean bags

36. HOME ACCESSORIES
 Price starts from 2000 to 20000

38. OFFICE
 Desking
 Workstations
 Seating
 Storage
 Green product

39. OFFICE
 Price depend on space

41. LAB PRODUCT
 Chem storage cabinets
 Fume – Hoods
 Safety Equipment
 Anti vibration table

42. MATTRESS

43. MATTRESS
 Coir mattress
 Latex Mattress
 Spring Mattress
 Bed accessories

44. MATTRESS
Starts from –
single mattress ~ 8000 to 70000
dabble mattress ~ 12000 to 80000

46. CARPET
 They also provide many colors full carpet

48. DESKING
 Senata
 Marquis
 Encarta
 Duke

50. STORAGE
 Optimizer
 Tambour Door Unit

51. STORAGE
Starts from 15000 to 150000

52. What Tactical Pricing Strategies
What
Godrej interio use
 Differential pricing strategy
 Product Bundle Pricing
 Value pricing

53. Targeted Segmentation
1.Demographic
Occupation
Income
Family size
Gender
2.Phychographic
Social class
Lifestyle
3.Behavioral
Purchase occasion
User status
Attitude towards the product or service

54. Distribution Channel
 They have 150 exclusive showroom in 21 cities. They
are also having 800 dealers outlet.
West ~ Mumbai, Ahmedabad, Bhopal, puna,raipur.
East ~ Kolkata, Bhubaneshwar, Guwahahati, Patna,
Ranchi
North ~ Delhi, Chandigarh, Faridabad-ghaziabad,
jaipur, lucknow
South ~ Chennai, Bangalore, Hyderabad, kochi,Vizag

55. In BBSR
 In Bhubaneswar they have 1 company owned
showroom, 3 franchise owned showroom & 1
head branch office
 Godrej Distribute its product from the head
quarter which is located at piroishanager
vikhroli Mumbai

56. Competitor of godrej interio
 Zuari
 Alder
 Greaken
 Durien
 Vista

57. SALES PROMOTION
Godrej Interio - Upto 20% Discount - New
Year 2011 Offer
Sale on: Furnishing, Kitchen, Furniture,
Household
Starts: 12 Dec 2010
Ends : Limited Period Offer
Expired: Godrej Interio
Home - Stylish Offer
Sale on: Furnishing, Furniture,
Household
Started: 31 Jan 2010
Ended : Limited Period Offer

58.  Godrej Interio, a well known name in home
and office furniture Godrej portal for online
gaming, virtual reality and social networking,
both have entered into an exciting associations
with the much awaited movie Anjaana
Anjaani. The two Godrej product offerings
rewarded their lucky customers with a special
meeting with the stars of the movie Ranbir
Kapoor and Priyanka Chopra in Mumbai on
the 1st of October 2010

59. Interio's Green Initiatives
 Use of natural lighting in the plant, saving up to
15% of power.
Recycling of water with reverse osmosis plant.
Effective utilization of in-process waste water
which after effluent treatment is used for watering
gardens.
Sale of hazardous waste only to ‘Pollution

Control Board’ authorized parties

60. ADVERTISEMENT

61. SALES PROMOTION
Godrej Interio - Up to 20% Discount - New Year
2011 Offer
Sale on: Furnishing, Kitchen, Furniture, Household
Starts: 12 Dec 2010
Ends : Limited Period Offer
Expired: Godrej Interio Home - Stylish Offer
Sale on: Furnishing, Furniture, Household
Started: 31 Jan 2010
Ended : Limited Period Offer
Expired: Godrej Interio - Mega Clearance SALE
Sale on: Household
Started: 25 Dec 2008
Ended : Limited Period Offer

62. Godrej Interio partners with
‘Anjaana Anjaani’
 Godrej Interio, a well known name in home and office
furniture Godrej portal for online gaming, virtual reality and
social networking, both have entered into an exciting
associations with the much awaited movie Anjaana Anjaani.
The two Godrej product offerings rewarded their lucky
customers with a special meeting with the stars of the movie
Ranbir Kapoor and Priyanka Chopra in Mumbai on the 1st of
October 2010

63. Public relations…..
 WALK THE GREEN TALK…..
 Green buildings: eco- friendly.

64. Health is wealth….
 Godrej memorial
hospital ,with 110 bed ,
a OPD & ICU,a cutting
edge Hyperbaric
Oxygen for medical
emergencies strives
tirelessly to provide
healthcare.

65. Community development
 Godrej was one of the
nations first corporate
houses to initiate
worker welfare
programes.They keep
mumbai’s beautiful
because they support the
Indian Heritage Society.

66. Knowledge is power.
 They have even
established schools at
Udayachal,means the
eastern mountains ,from
which the sun rises,
illuminating everything
on its path. Knowledge
leads godrej follows.

67. .
SWOT of GODREJ INTERIO
STRENGTH:

 The Company has got wide range of branches within the country.
The Company has wide range of product line. The Company has
there respectable and believable brand name.
Company is having large number of customer with higher
satisfaction.
 Exchange offer.
 WEAKNESS:
 The Company does not go for advertising, which is one of the
biggest
disadvantage of Godrej.
 Manpower is less at sale officer level so that it affecting directly on
the way of sale.
 The effective selling schemes are not available like payment on
instalments.
 Sales executives are not well mannered

68. cont,…
 OPPORTUNITIES:
 Godrej has more opportunities to grow as it has earned good
market
 share in Orissa.
 Technical up gradation time to time is also one of the
opportunities.
 THREAT:
 The growing competition in the furniture sector is a threat
for Godrej to stand in the market with the higher position.

69. DIRECT MARKETING
Direct Mail
Although many believe Direct Mail marketing has seen its
best days already
passed; there is still some life in this powerful, traditional
form of advertising.
Direct Mail refers to postcards, brochures and flyers that are
sent through
the mail and generally contain a direct response call-to-
action. Using direct
mail means having to purchase some necessities for the
campaign, including
printing materials, postage and the address lists of the
demographic you
wish to target

70. Sales force
 Ownership 2 types:
Franchisee ownership
COCO
 Adequate incentive &rewards are adequate.
 Commissions are provided to increase sales
.So this acts as a sales force to motivate
employees to uplift sales.