GODREJ & BOYCE MANUFACTURING CO. LTD. SUMMER PROJECT ON: MARKET RESEARCH ANALYSIS FOR HOME FURNITURE SEGMENT SYMBIOSIS INSTITUTE OF MANAGEMENT STUDIES SUBMITTED BY: SHALINI II A – 44 SIMS (BATCH OF 2008-10) PNR No: 08020441050 Shalini. [email protected] com Market Research Analysis For Home Furniture Segment ACKNOWLEDGEMENT The completion of a report is never and can never be a unilateral effort. Through this sentence, I wish to make a modest effort to thank and express my gratitude to all those who extended their cooperation and assistance for this project.
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I place my sincere gratitude to Mr. Vaibhav Tanwar for giving me the opportunity to work with the Organization. I would like to thank Mr. Inderpal Singh, Manager of Okhla Interio store for his constant encouragement and personal involvement in the project which far exceeded that of mere guidance and also to Mr. Rajiv Mishra, who helped, guided and inspired me. I would also like to express my gratitude to all the staff members of Godrej Interio Showroom, Okhla without whose help this project would not have taken its current shape. I would also like to thank Mr.
Govind Hemrajini, my course coordinator and internal guide at SIMS for extending his assistance, support, valuable advice and time. WITH REGARDS SHALINI 3 Market Research Analysis For Home Furniture Segment EXECUTIVE SUMMARY My summer project at Godrej & Boyce Manufacturing Co. Ltd. was divided into various parts. In the first part, I was required to identify and study the catchment areas for the Interio Showroom at Okhla. The neighbouring areas were visited for the purpose and the catchment areas were identified as the following colonies: ? Sarita Vihar ? Jasola Vihar ? New Friends Colony ? Kalkaji ? Greater Kailash ? South Extension ?
Chittaranjan Park Information about the living standard of the residents of these colonies was obtained from the RWAs and Residents’ directories with the contact details of all the residents of the colonies was obtained and submitted to the store. In the second part of the project, a survey was conducted with a sample size of 100 amongst the residents of the catchment areas to check their awareness about Interio vis-a-vis the other Furniture brands and also to check how satisfied Godrej customers were with their furniture. In the third part of the project, various competitors of Interio such as Durian, Style Spa, EVOK, Home Centre etc. ere studied minutely by visiting their showrooms posing as prospective buyers and asking probing questions. Finally, in the last part, a SWOT analysis of Godrej Interio, Okhla was conducted and some marketing activities that the company can conduct to improve its visibility and awareness were suggested. 4 Market Research Analysis For Home Furniture Segment TABLE OF CONTENTS ACKNOWLEDGEMENT…………………………………………………………… 2 EXECUTIVE SUMMARY………………………………………………………….. 3 OBJECTIVES………………………………………………………………………… 5 INTRODUCTION……………………………………………………………………. 6 ? Overview of The Furniture Market……………………………………. ? Factors Influencing Furniture Buying Trends…………………………8 COMPANY OVERVIEW…………………………………………………………….. 9 TERRITORY MAPPING & IDENTIFYING CATCHMENT AREAS…………….. 20 QUESTIONNAIRE ANALYSIS……………………………………………………. 34 ? Research Methodology………………………………………………. 35 ? Research Design……………………………………………………… 36 ? Analysis and Interpretation………………………………………….. 39 COMPETITOR ANALYSIS…………………………………………………………46 ? Style Spa……………………………………………………………… 48 ? Durian………………………………………………………………… 66 ? Ebony Gautier……………………………………………………….. 70 ? EVOK………………………………………………………………… 75 ? Villa………………………………………………………………….. 79 ?
Home Centre…………………………………………………………82 SWOT ANALYSIS………………………………………………………………….. 85 FINDINGS & RECOMMENDATIONS……………………………………………. 88 BIBLIOGRAPHY……………………………………………………………………89 APPENDIX.. …………………………………………………………………………90 5 Market Research Analysis For Home Furniture Segment OBJECTIVES ? Territory mapping of Godrej Interio Showroom, Okhla and identifying the catchment areas. To estimate the number of flats and the number of households in the catchment areas and prepare a residents’ profile. To identify the awareness about Godrej Interio vis-a-vis its competitors amongst the residents of the catchment areas.
To identify, study and analyse the competitors of Godrej Interio Home furniture division. To conduct a SWOT analysis of Godrej Interio. ? ? ? ? 6 Market Research Analysis For Home Furniture Segment INTRODUCTION 7 Market Research Analysis For Home Furniture Segment OVERVIEW OF THE FURNITURE MARKET The Indian furniture market is estimated to be worth Rs 350,000 million. Within this, the wooden furniture accounts for Rs 60,000 million. Of this the imported furniture market is currently worth Rs 6000 million and is growing at 50 – 60% each year. The furniture sector in India only makes a marginal contribution to the GDP, representing about 0. per cent of the total GDP. The major part of this industry is in the informal sector that is, about 85%. The remaining 15% is in the formal sector and is made up of manufactures and importers catering to the various segment of the industry. Some of the major segments in furniture industry are Residential, Office, Contract and Institutional. There are other segments also based on the application (Kitchen, Bathroom, Bedroom, etc. ) or on the raw material (wooden, plastic, metal, bamboo, etc). These industry segments includes big payers from the formal sector such as Godrej & Boyce Manufacturing Co. Ltd. BP Ergo, Featherlite, Haworth, Style Spa, Yantra, Renaissance, Millenium Lifestyles, Durian, Kian, Tangent, Furniture Concepts, Furniturewala, Zuari, Truzo, N R Jasani & Company, V3 Engineers, PSL Modular Furniture, etc. FURNITURE INDUSTRY: SOME FACTS ? ? ? ? ? ? ? ? ? The share of the wooden furniture market is around Rs 60 crore (Rs 600 million). The world home furniture market is worth Rs 20,000 crore (Rs 200 billion). During the past three years, it grew by 20 per cent a year. According to a World Bank study, the organised furniture industry is expected to grow by 20 per cent a year and India, Russia and Brazil will witness a boom.
The range of indigenous furniture available in India includes both residential and contract system furniture, with an increased concentration in office and kitchen furniture. Manufacturers in India generally use a three-tier selling and distribution structure, comprising the distributor, wholesaler and retailer. India was the biggest furniture importer in 2007-08, with a 17 per cent share in furniture imports worldwide. A total of 10,476 importers shipped furniture to India during this period. The current imports are mainly from Italy, Germany, Spain, China, Korea, Malaysia, Indonesia, the Philippines and Japan.
The furniture market in India is mainly concentrated in A, B and C cities (the top 589 cities). It has been estimated that the top 784 urban centres contribute 41 per cent to the total consumer furniture market. A and B type cities together contribute 33 per cent of the total market. 8 Market Research Analysis For Home Furniture Segment Factors Influencing Furniture Buying Trends With the rise in the disposable income level of the Indian middle class, interior design for homes is no longer the preserve of the rich and wealthy. The concept of good living is catching up with the middle class Indians.
They do not mind spending an extra buck in decorating their new homes. This has resulted in a boom in the decor market. Imported and designer seem to be the key words when it comes to buying furniture at home. It’s hardly surprising, considering that more and more foreign furniture manufacturers and traders have been finding their way into the country of late. • While decorating a NEW residence: Buying Decision is left to a Builder/Architect/Interior Decorator or the owner. • While RENOVATING a Residence: Buying Decision is made by an Interior Designer or by the owner. While furnishing a commercial complex: Buying Decision is made by the Builder/Architect/Interior Designer. Exposure coupled with easy availability of funds have made more and more urban middle class couples to look for interior decorators while doing up their houses. In conclusion, it is important to target: • Architects • Builders • Interior Designers • Participation in Furniture / Interiors Trade Fairs for good exposure 9 Market Research Analysis For Home Furniture Segment COMPANY OVERVIEW 10 Market Research Analysis For Home Furniture Segment
ABOUT US Godrej is today one of the largest engineering and consumer products company in the country having varied interests from engineering to personal care products. It is also one of the most respected corporate houses known for its philanthropy and initiation of labour reforms besides being recognized for its values of fair, transparent and ethical dealings On 7th May, 1897, Ardershir Godrej gave up law and took up lock making. Godrej and Boyce Mfg. Co. Ltd. , was established at Lalbaug, Mumbai. This was the holding company of the Godrej Group. On 3rd March, 1932, it was incorporated with limited liability.
Even though Boyce was a business partner for a limited period only, his name was retained for legal purposes. The Godrej Name displaced well established foreign brands from the Indian market. The name ‘Godrej’ engraved into the shiny metal of the Godrej Locks came to be known as a symbol of self reliance, trust-worthiness, assertiveness and progressiveness for a new generation of Indians. Ardeshir Godrej’s relentless quest of self-reliance made him explore newer avenues of opportunities. Manufacturing Soap was one of them. In the year 1918, Godrej Soaps Limited came into being.
In 1920, he revolutionized the Soap industry by manufacturing the first toilet soap purely from vegetable oils. Before that, animal fat was used in soap manufacture. For his achievement, Ardeshir Godrej was bestowed with praises from India and from foreign lands too. Timeline:? ? ? 1897 – Godrej & Boyce Mfg. Co. Ltd. was established. 1918 – Godrej Soaps Limited was incorporated. 1971- Godrej Agrovet Limited began as an Animal Feeds division of Godrej Soaps. 1974 – Veg oils division in Wadala, Mumbai was acquired. 1990 – Godrej Properties Limited, another subsidiary, was established. 991 – Foods business started. Godrej Agrovet Limited was incorporated. 1994 – Transelektra Domestic Products was acquired. ? ? ? ? 11 Market Research Analysis For Home Furniture Segment ? ? ? 1995 – Transelektra forged a strategic alliance with Sara Lee USA. 1999 – Transelektra was named Godrej Sara Lee Limited. 2001 – Godrej Consumer Products was formed as a result of the demerger of Godrej Soaps Limited. Godrej Soaps was renamed Godrej Industries Limited. 2002 – Godrej Tea Limited was set up. 2003 – We entered the BPO solutions and services space with Godrej Global Solutions Limited. 004 – Godrej HiCare Limited was set up to provide a Safe Healthy Environment to customers by providing professional pest management services. ? ? ? ? 2006 – The foods business was merged with Godrej Tea and Godrej Tea was renamed Godrej Beverages & Foods Limited. ? 2007 – Godrej Beverages & Foods Limited formed a JV with The Hershey Company of North America and the company was renamed Godrej Hershey Foods & Beverages Limited. In April 2001, Godrej Industries was formed the consumer products division of Godrej Soaps Limited was de-merged to form Godrej Consumer Products Limited.
In the same year, Godrej Soaps was renamed Godrej Industries Limited. Godrej Industries expanded its portfolio of products. It added a slew of investments to its associate companies, while re-in forcing its existing businesses that include oleo chemicals, veg oils and medical diagnostic equipments. As they say no guts, no glory. But at Godrej, we must say it has been a glorious 106 years of being the face of Indian industry. We have always set the trends, always defined the market place and always achieved our glory. 12 Market Research Analysis For Home Furniture Segment Vision & Mission:- 13
Market Research Analysis For Home Furniture Segment Values:- Commitment to Quality Customer Orientation Dedication & Commitment Discipline Honesty & Integrity Learning Organisation Openness & Transparency Respect/Care & Concern for People Teamwork Trust 14 Market Research Analysis For Home Furniture Segment OUR COMPANIES ? Godrej Consumer Products- Godrej Consumer Products Ltd. (GCPL) is a major player in the Indian FMCG market with leadership in personal, hair, household and fabric care segments GPCL is among the largest marketer of toilet soaps in the country with leading brands such as CINTHOL , FAIRGLOW , GODREJ NO 1 .
Its FAIRGLOW brand, India’s first Fairness soap, has created marketing history as one of the most succesful innovations. It is the leader in the hair colour category in India and has a vast product range from GODREJ RENEW COLOURSOFT LIQUID HAIR COLOURS, GODREJ LIQUID & POWDER HAIR DYES to GODREJ KESH KALA OIL, NUPUR based Hair Dyes. Its liquid detergent brand EZEE is the market leader in its category. ? Godrej Industries- Godrej Industries Limited is India’s leading manufacturer of oleochemicals and makes more than a hundred chemicals for use in over two dozen industries.
It also manufactures edible oils, vanaspati and bakery fats. Besides, it operates real estate. ? Geometric Limited- Geometric is a specialist in the domain of engineering solutions, services and technologies. Its portfolio of Global Engineering services and Digital Technology solutions for Product Lifecycle Management (PLM) enables companies to formulate, implement, and execute global engineering and manufacturing strategies aimed at achieving greater efficiencies in the product realization lifecycle. ? Godrej Infotech- Godrej Infotech Ltd. s in the business of software Development, e-solutions Development, ERP Implementation, Customisation & ERP Consulting Services, Database Outsourcing & Consultancy services. An SEI-CMM Level 4 Company, it also has to its credit ISO-9001:2000 Quality Systems Certification for Design and Development and Development of Commercial application software, ERP Consultancy Services and Operations and Technology. 15 Market Research Analysis For Home Furniture Segment ? Godrej Agrovert- Godrej Agrovet was formerly a division of Godrej Soaps Limited. It was set up as a separate company with focus on the agri-sector.
Over the years, the company has developed and nurtured a close relationship with farmers. Providing them with innovative Products, as well as educating them on world-class farming practices. Together with its subsidiaries Goldmohur Foods and Feeds Limited and Golden Feed Products Limited , Godrej Agrovet has revenues close to Rs 1000 Crores (US $ 250 million – FY 2007). The activities of the company are vast : Compound Animal feeds, Agricultural Inputs, Integrated Poultry Business, Oil Palm Plantations, Plant Biotech, Retailing of Fresh Farm Produce in urban areas, and rural retailing of a wide range of products including Agricultural inputs. Godrej Saralee- Godrej Sara Lee is a joint venture company between the Godrej Group, India and Sara Lee Corporation, USA. It is the world’s largest manufacturers of home insecticides. The company is involved in research and manufacture of quality household insecticides, and holds a substantial market share in the domestic market, with some of the most popular brands like GoodKnight, Jet, Hit and Banish, which have become generic with mosquito repellants today. ? Godrej Hicare- Godrej Hicare Ltd (GHCL) is an initiative by Godrej Group to introduce professional pest control services in India by utilizing its strengths.
For instance, Godrej’s internationally acclaimed R & D facility for development of over the counter pest control products. ? Godrej Efacec- The Godrej Group is one of the largest groups in India in the Engineering industry and the Godrej Storage Solutions Group has been a market leader for more than 40 years in providing efficient storage solutions. It is the first Storage system manufacturing unit, which has been accredited with the prestigious ISO 9001 certification in India. With a view toward providing the latest Warehousing Solutions, Godrej has formed a Joint Venture with Efacec of Portugal, the leading manufacturers of Automated
Storage and Retrieval Systems in Europe, who have to their credit more than 90 installations the world over. Efacec is also an ISO 9001 company. 16 Market Research Analysis For Home Furniture Segment ? Godrej Properties- Godrej Properties was established in 1990 as a real estate development company within the Godrej Group of businesses. The promise to deliver value drives the organization at every stage of operation. Firstly, the company evaluates the potential of possible locations and is led by a team of qualified managers.
Once a location has been identified as a potential development zone, GPL works with only the foremost architects, contractors, and project managers to bring the project to life. GPL knows that its obligation to its customers and partners does not end upon the completion of a project, and therefore, provides post-project professional and accessible support also. ? Overseas Establishments- These include the following: ? ? ? ? ? Godrej Malaysia Godrej Oman Godrej Vietnam Godrej Sharjah Godrej Singapore 17 Market Research Analysis For Home Furniture Segment OUR PRODUCTS
Godrej is a part and parcel of every Indian’s life. From locks to personal care. From appliances to air care. From furniture to construction. There are innumerable ways we enrich quality of life – everyday, everywhere. We offer an entire spectrum of industrial solutions from storage to material handling to process equipment and many, many more. Whether clients are looking for standard equipment or custom engineering solutions, the first name is Godrej. 18 Market Research Analysis For Home Furniture Segment BRAND PHILOSOPHY A new era in interior solutions beckons. And who better than Godrej to script new beginnings!!
Years of understanding consumer needs, through R and matchless expertise means our products –home furniture, office furniture and special project furniture – are world-class and evolving with time. This phenomenal drive to think new is ably backed by exclusive showrooms and dealer outlets across India. The changing customer, competitive environment and respect for big brands calls for a younger face of Godrej. Hence GODREJ INTERIO, A perfect amalgamation of time tested values and contemporary outlook. It reflects the godrej philosophy of breathing life into monotony.
It’s vibrant stylish and comfortable. Godrej Interio recognizes the needs of modern lifestyle and stands dedicated to meet these with ease and aplomb. Interio: The Philosophy ‘Interio’ is simply the unified platform to convey that our solutions allow you to ‘transform your space’ making it a comfortable, productive & vibrant environment that makes your home worth living in & your office worth working in. It reflects the expertise Godrej has, in the business of Furniture & Interior solutions, that, which enables change the 4 walls of any space into one that breathes of a ‘quality life’.
With the range of Home furniture & decor solutions, Godrej intends to provide the warmth & comfort that reflects a happy, at ease family; where the ups & downs of daily life can be forgotten, where the entire family comes together for dinner after a tired day at work, where guests are impressed by the style of the decor, where you can recharge yourself for the next day ahead. With the Office Furniture Solutions, Godrej wants to create a positive environment that encourages employees & employers alike to deliver their best.
A comfortable workspace that instils confidence, pride, understands pressures of work & provides furniture that ensures employee well-being at all times so that he can be successful at work & exudes energy even when he gets back home. So whether you are a busy & ambitious executive at work or a doting father and loving husband at home, Godrej Interio provides the most aesthetic & ergonomically friendly interiors that make you feel good about yourself and your environment. 19 Market Research Analysis For Home Furniture Segment
The Brand Promise Godrej Interio is a contemporary, stylish & ergonomically designed range of furniture & interior solutions that transforms any space. It comes from our expertise & constantly evolving solutions that we provide to the consumer. And the belief that, ‘No one knows interiors better’ than us. INTERIO SHOWROOMS Godrej Interio has nearly 51 exclusive stores spread across 25 cities in India with a total display area of over 1,50,000 sq ft, which sell a wide range of Godrej products catering to the needs of every home and office.
The range includes furniture for living rooms, dining rooms & bed rooms, storwels, kid’s furniture, office executive tables, chairs, filing & storage systems, computer tables, security products, locks, bean bags, bed Linen & health seating products. Good ambience along with trained, friendly staff ensures an excellent shopping experience. The Interio locations all over India are as follows: ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
AHMEDABAD BANGALORE BHOPAL BHUVANESHWAR CHANDIGARH CHENNAI COIMBATORE DELHI GUWAHATI HYDERABAD INDORE INDORE JABALPUR JAIPUR KANPUR COCHIN KOLKATA LUCKNOW MUMBAI PUNE SECUNDERABAD RAIPUR THANE TRIVANDRUM VISAKHAPATNAM 20 Market Research Analysis For Home Furniture Segment TERRITORY MAPPING & IDENTIFYING CATCHMENT AREAS 21 Market Research Analysis For Home Furniture Segment CATCHMENT AREA A catchment area is the area and population from which a service attracts visitors or customers. On mapping the territory around the Interio Showroom, Okhla, the catchemnt areas were identified as follows: 1. . 3. 4. 5. 6. 7. 8. Jasola Vihar Sarita Vihar New Friends Colony East of Kailash Greater Kailash Kalkaji South Extension C. R. Park ? Information on the living standard of the people in the catchment areas was obtained by visiting the areas and from the RWAs of the colonies. The number of blocks and houses in the various colonies were identified. Residents’ directories of the various colonies were obtained from the RWAs and submitted to the store so that the store can contact the residents directly in case of promotions etc. A brief of the various catchment areas follows in the report. ? ? 22 Market Research Analysis For Home Furniture Segment JASOLA VIHAR SECTOR Sector 1 Sector 2 Sector 7 No. of Households 47 7 220 OFFICE BEARERS: RESIDENTS’ WELFARE ASSOCIATION SECTOR 1 & 2 DESIGNATION President Vice-president Gen. Secretary Jt. Secretary Treasurer NAME Aftab Chaudhari Ameer Azam S. C Joshi Jawed Jamal N. D Reihan ADDRESS & TEL No. 13T, 26975756 85T, 26972789 92T, 26971042 39G, 26972415 35F, 26972376 SECTOR 7 DESIGNATION President Vice-president Gen. Secretary Jt. Secretary Treasurer NAME D. K. Chaterjee J. P. Chaudhary A. K. Sharma G. R. Chug S. S. Kumar ADDRESS & TEL No. 7T, 26950988 7G, 26946523 26S, 29941717 23T, 29940078 87F, 26972519 23 Market Research Analysis For Home Furniture Segment SARITA VIHAR BLOCK A B C D E F G H J K L LIG M&N NO. OF HOUSEHOLDS 634 550 560 183 240 492 240 190 360 285 410 150 450 OFFICE BEARERS: RESIDENTS’ WELFARE ASSOCIATION BLOCK A DESIGNATION President Vice-president Gen. Secretary Treasurer NAME S. K. Kalra I. M. Kapoor J. S. Jassal M. D. Gupta ADDRESS & TEL No. A262, 26942386 A436, 26941966 A427, 26954130 A771, 26949913 BLOCK B DESIGNATION President Vice-president Gen. Secretary Jt. Secretary Treasurer NAME V. K. Jain H. C. Malik R.
S Monga S. K. Mukharjee S. L. Banerjee ADDRESS & TEL No. B396, 26947103 A450, 40540649 B498, 26943988 B393, 26944296 B428, 26972112 BLOCK C DESIGNATION President Vice-president Gen. Secretary Jt. Secretary Treasurer NAME Sarita Chaddha Vivek Mehta C. P. Vohra Rajendra Dhillon Sanjay Sharma ADDRESS & TEL No. C438, 26946446 C312, 41401220 C4, 26947560 C252, 26946584 C462, 26973624 24 Market Research Analysis For Home Furniture Segment BLOCK D DESIGNATION President Vice-president Treasurer NAME Dr. Gopal K. Pukait Mrs. Ranbir Singh Ms. Manju Sharma ADDRESS & TEL No. D54, 41402067 D170, 26941545 D12, 26941158
BLOCK E DESIGNATION President Vice-president Gen. Secretary Jt. Secretary Treasurer NAME K. L. Kapoor Dr. R. K. Sinha M. B. Gandhi G. S. Tamber P. P. Khurana ADDRESS & TEL No. E68, 26947067 E127, 26948229 E30, 26951013 E128, 29940029 E275, 26942275 BLOCK F DESIGNATION President Vice-president Gen. Secretary Jt. Secretary Treasurer NAME D. S. Mathur H. C. Sharma K. C. Gupta Manoj Kumar Paramvir Singh ADDRESS & TEL No. F394, 26943319 F606, 26949134 F502, 29942712 F384, 29942712 F350, 26945251 BLOCK G DESIGNATION President Vice-president Gen. Secretary Jt. Secretary Treasurer NAME J. R. Malhotra P. K.
Sarkar P. L. Sharma I. R. Kidwai Madan Kumar ADDRESS & TEL No. G246, 26943759 G272, 26944150 G232, 26940486 G8, 26941611 G251, 26946662 BLOCK H DESIGNATION President Gen. Secretary Treasurer NAME M. Bhasin Dr. S. K. Awana Sanjay Basil ADDRESS & TEL No. H22, 41401690 H123, 41401927 H52, 26945050 BLOCK J DESIGNATION President Vice-president Gen. Secretary Treasurer NAME A. L. Tandon S. P. Pradhan Smt. Rani Ghattani J. P. Gupta ADDRESS & TEL No. J213, 26949905 J342, 26947044 J23, 41401201 J280, 29941269 25 Market Research Analysis For Home Furniture Segment BLOCK K DESIGNATION President Vice-president Gen.
Secretary Jt. Secretary Treasurer NAME V. K. Mathur Prabhati Lal Sanjeev Rajput Ashok Kr. Dutta K. K. Joaddar ADDRESS & TEL No. K96, 9810943236 K375, 9211013790 K35, 9871411936 K51, 9811087581 K68, 9868724616 BLOCK L DESIGNATION President Vice-president Gen. Secretary Jt. Secretary Treasurer NAME G. I. Sikri S. K. Nayyar R. S. Maurya S. S. Bajaj Dr. S. K. Badhan ADDRESS & TEL No. L313, 26975220 L117, 26951150 L181, 40541641 L137, 41571637 L-398, 26940670 LIG BLOCK DESIGNATION President Vice-president Gen. Secretary Jt. Secretary Treasurer NAME Narendar Bidhuri Devash Mathur Ramesh Mishra G. S. Gupta A.
K. Aggarwal ADDRESS & TEL No. LIG-109, 26941210 LIG-90, 26940925 LIG-153, 26949517 LIG- 21, 9868859973 LIG-22, 26940006 BLOCKS M&N DESIGNATION President Vice-president Gen. Secretary Jt. Secretary Treasurer NAME O. P. Garg Joseph Bhaw Kirori Mal Goyal Babu George H. Kumar Sharma ADDRESS & TEL No. M-139, 9213913456 N-288B, 9811614493 M-92B, 9213906948 N-319B, 9868101056 H-21B, 9818061881 Professions of Majority of the Residents ? ? ? ? Architects Lawyers Artists Chartered Accountants 26 Market Research Analysis For Home Furniture Segment NEW FRIENDS COLONY BLOCK A B C D NO. OF HOUSEHOLDS 298 324 245 313
OFFICE BEARERS: RESIDENTS’ WELFARE ASSOCIATION DESIGNATION President Vice-president Sr. V. P Financial Controller Treasurer NAME T. Mehta Ramesh Kumar Rommel Jaggi N. K. Tayal ADDRESS & TEL No. B-35, 26787808 A-243, 26784598 C-54, 26789856 A-128, 26782376 RESIDENTS’ PROFILE: ? Businessmen – 80% ? Retired & service class – 20% EAST OF KAILASH ? 350 Flats, 720 households OFFICE BEARERS: RESIDENTS’ WELFARE ASSOCIATION DESIGNATION President Vice-president Secretary Jt. Secretary Treasurer Jt. Treasurer NAME V. Kumar S. Kumar I. K. Ramani J. K. Jain Mrs. Savitri Khanna Col. N. M. Sharma ADDRESS & TEL No.
E243, 26462137 E400, 9350825677 E300, 26423346 E220, 41621116 E171, 26432468 E205, 26437882 RESIDENTS’ PROFILE: ? Businessmen ? Advocates ? Doctors 27 Market Research Analysis For Home Furniture Segment GREATER KAILASH I A & B BLOCK – 277 Flats, 455 households OFFICE BEARERS: RESIDENTS’ WELFARE ASSOCIATION DESIGNATION Patron President Sr. Vice-president Vice-president Secretary Jt. Secretary Treasurer NAME Brij Mohan Lal Munjal V. P. Tandon A. N. Kaul Bimal Kapoor Arun Vohra Rajesh Srivastava Kul Bhushan ADDRESS & TEL No. B-109, 29246864 B-233, 29237904 B-237B, 29232846 B-270, 9818428885 B-222, 29236299 B-228, 9810119890 B-231F, 29231431
RESIDENTS’ PROFILE: ? Businessmen ? Advocates ? Doctors ? Designers ? Bankers ? Jewellers ? Retd. Army officers GREATER KAILASH I C BLOCK – 235 Flats, 470 households OFFICE BEARERS: RESIDENTS’ WELFARE ASSOCIATION DESIGNATION Patron President Vice-president Secretary Jt. Secretary Treasurer NAME B. L. Bhatia Brijender Singh K. K. Nagpal Ravi Bhatia Pawan Sahani R. K. Arora ADDRESS & TEL No. C-147, 29230864 C-137, 29235528 C-163, 29238995 C-144, 29230644 C-110, 29234480 C-85, 41733073 28 Market Research Analysis For Home Furniture Segment RESIDENTS’ PROFILE: ? Businessmen ? Builders ? Doctors ? Sr. Govt. fficials GREATER KAILASH I E BLOCK – 406 Flats, 1025 households OFFICE BEARERS: RESIDENTS’ WELFARE ASSOCIATION DESIGNATION Chairman Sr. Vice Chairman Jr. Vice Chairman Secretary Treasurer NAME Rajiv Kakria Brig. M. C. Gogia Raj Kumar Tanwar Pawan Madhok Sanjay Anand ADDRESS & TEL No. E-230, 29238933 E-123, 29238667 E-114, 46536253 E-293, 29231024 E-334, 29245992 RESIDENTS’ PROFILE: ? Physicians & Cardiologists ? Chartered Accountants ? Consultants ? Retd. Govt. officials GREATER KAILASH I M BLOCK – 92 Flats, 150 households OFFICE BEARERS: RESIDENTS’ WELFARE ASSOCIATION DESIGNATION Patron President Vice-president Secretary Jt.
Secretary Treasurer NAME J. G. Sukhija T. N. Tikir D. K. Dutta Mrs. Promila Badhwar Asha Sachdev Prabodh Badhwar ADDRESS & TEL No. M-42, 29230574 M-38, 41635139 M-94, 41644419 M-45, 41734464 M-07, 41630787 M-45, 41734464 RESIDENTS’ PROFILE: ? Businessmen ? Advocates ? Industrialists ? Retd. Govt. officials 29 Market Research Analysis For Home Furniture Segment GREATER KAILASH I N BLOCK – 253 Flats, 650 households OFFICE BEARERS: RESIDENTS’ WELFARE ASSOCIATION DESIGNATION Patron President Vice-president Jt. Secretary Treasurer NAME Dr. Iqbal Singh Manish Gupta Anil Kapoor Surinder P. Singh Ravinder Gupta ADDRESS & TEL No.
N-266, 29235532 N-10, 29236034 N-208, 41730869 N-260, 55696234 N-213, 41633896 RESIDENTS’ PROFILE: ? Businessmen ? Jewellery Designers ? Insurance Consultants ? Share Brokers ? Retd. Govt. officials GREATER KAILASH I R BLOCK – 295 Flats, 600 households OFFICE BEARERS: RESIDENTS’ WELFARE ASSOCIATION DESIGNATION Patron President Vice-president Gen. Secretary Jt. Secretary Treasurer NAME Lt. Col I. S. Gujral (Retd) O. P. Sharda R. C. Puri Lt. Col. D. R. Aggarwal D. R. Sahni Lakshman Aswani ADDRESS & TEL No. R-60, 26485322 R-34, 981101799 R-26, 9891379740 R-59, 26472488 R-149, 26485037 R-112, 9810011555
RESIDENTS’ PROFILE: ? Doctors ? Tax Consultants ? Politicians ? Income Tax Officers ? Retd. Govt. officials 30 Market Research Analysis For Home Furniture Segment GREATER KAILASH I S BLOCK – 534 Flats, 1024 households OFFICE BEARERS: RESIDENTS’ WELFARE ASSOCIATION DESIGNATION President Sr. Vice-president Vice-president Secretary Jt. Secretary Treasurer NAME A. S. Tyagi J. K. Luthra Brig. Hardev Singh Gulshan Bir Singh R. K. Das M. K. Gupta ADDRESS & TEL No. S-433, 29232116 S-350, 29232419 S-435, 41730147 S-294, 29235634 S-488, 29233889 S-153, 41631821 RESIDENTS’ PROFILE: ? Doctors ? Consultants ?
Chartered Accountants ? Businessmen ? Retd. Govt. officials GREATER KAILASH I W BLOCK – 159 Flats, 225 households OFFICE BEARERS: RESIDENTS’ WELFARE ASSOCIATION DESIGNATION President Sr. Vice-president Vice-president Gen. Secretary Treasurer NAME Raman Mehta K. P. Ghai V. Sehgal R. K. Pall M. Bidani ADDRESS & TEL No. W-117, 41630698 W-77, 41630555 W-158, 29230500 W-145, 41630359 W-32, 9810058673 RESIDENTS’ PROFILE: ? Engineers ? Doctors ? Builders ? Sr. Consultants ? IAS Officers 31 Market Research Analysis For Home Furniture Segment KALKAJI Kalkaji Bhagidari, Co-operative Committee, 9/7, Kalkaji Extn.
DESIGNATION Chairman Vice Chairman Secretary Secretary (Facility) Gen. Secretary NAME D. S. Chaudhary Ashok Sawhney R. S. Kumar Vinod Khurana Rajendra S. Dhillon CONTACT DETAILS 011-26436086 9811099406 011-26434275 9810081126 011-26488448 BLOCKS WITH FLOORS Block 1 2 3 4 5 6 7 8 9 10 11 Floor 1-11 1-33 1-21 1-21 1-7 1-3 1-18 1-20 1-27 1-24 1-14 Block 12 13 14 16 17 18 19 A B C D Floor/Households 1-10 1-4 1-14 1-10 1-10 1-10 1-14 1-595 1-147 1-190 1-92 Block DD E F G H J K L M N P&T Floor/Households 1-34 1-193 1-84 1-149 1-90 1-221 1-79 1-73 1-64 1-40 1-26 A BLOCK ? Total houses-88 o All are bungalows, villas -independent floors ?
Residents’ Profile – Mainly retired personnel. B BLOCK ? Total houses-204 (including 150 DDA flats) ? Residents’ Profile – Mainly senior citizens and service class. C BLOCK ? Total houses-161 + 95 DDA Flats ? Residents’ Profile – Mainly business class, service class & retired personnel. D BLOCK ? Total houses-200 ? Residents’ Profile – Mainly business class & service class. 32 Market Research Analysis For Home Furniture Segment E BLOCK ? Total houses-350 ? Residents’ Profile – Mainly business class & senior citizens F BLOCK ? Total houses-100 ? Residents’ Profile – Mainly business class & service class. G BLOCK ?
Total houses-74 ? Residents’ Profile – Mainly business community. SOUTH EXTENSION I A Block B Block C Block D Block E Block F Block G Block H Block J Block 67 Flats 69 Flats 64 Flats 59 Flats 89 Flats (Mainly Kothis, Villas) 38 Flats 27 Flats 89 Flats 107 Flats Mainly middle, upper middle and upper class people reside in this area. 33 Market Research Analysis For Home Furniture Segment CHITTARANJAN PARK EPDP Association 1-1597, C. R Park Tel No: 011-26270311 BLOCK A B C D E F G H I J K No. OF HOUSEHOLDS 102 (Independent) 301 142 225 253 130 230 143 208 175 167 BLOCK L M N O P S2 K1 K2 56 DDA FLATS 88 DDA FLATS 48 DDA FLATS No.
OF HOUSEHOLDS 17 57 36 7 62 128 146 232 25A-52B 9A-44B 1A-24B OFFICE BEARERS: EPDP ASSOCIATION DESIGNATION President Vice-President Secretary Jt. Secretary Treasurer NAME Dr. Nitish Sengupta A. K. Sinha P. K. Roy Mrs. Snigdha Roy Dwidal Chakravarty ADDRESS & TEL No. 40/135, 9910267826 E-923, 26276042 P-122, 26273501 C-490, 26275472 D-744A, 26271511 RESIDENTS’ PROFILE: ? Advocates ? Architect ? Doctors ? Physicians ? Chartered Accountants 34 Market Research Analysis For Home Furniture Segment QUESTIONNAIRE ANALYSIS 35 Market Research Analysis For Home Furniture Segment RESEARCH METHODOLOGY
The basic methodology on which the project is based upon is exploratory research and data collection as a whole lot of qualitative data had to be extracted from residents in the catchment areas. The basic methodology on which the project course took place is depicted below in the flowchart: EXPLORATORY STUDY QUESTIONNAIRE DESIGNED PILOT STUDY CORRECTIONS IN THE QUESTIONNAIRE DATA COLLECTION DATA ANALYSIS & RECOMMENDATIONS The questionnaire analysis provides a detailed insight into the awareness level of Godrej Interio vis-a-vis the other furniture brands, along with the factors that are important for the various segment of customers in their urniture buying behaviour. 36 Market Research Analysis For Home Furniture Segment RESEARCH DESIGN The way in which the interview is followed is clearly depicted in the chart: SURVEY SUBJECT STATED CONFIDENTIALITY PROMISED SIMPLER, GENERAL QUESTIONS FIRST (CONFIDENCE) PROBING QUESTIONS NEXT (GREATER RESPONDENT EFFORT) RESPONDENT THANKED (CONFIDENTIALITY CONFIRMED) 37 Market Research Analysis For Home Furniture Segment DATA COLLECTION: Primary Data: For the project, the company’s internal data has been extensively used to understand the market and the business. The Employees of Godrej & Boyce Mfg Co.
Ltd. were also of immense help in providing some great insights into the business. The first leg of the project involved identifying the catchment areas for the Godrej Interio showroom, Okhla and identifying the customer profile in the catchment areas. This was done by visiting various colonies in the nearby areas and identifying if the residents in those areas were our target market segment or not by speaking to the RWAs and observing the living standards of the people in the colonies. It was followed by the questionnaire administration to understand the customer profile and the actors that affect their furniture buying behaviour. The second leg of the project which was the competitor study was done by visiting the showrooms of various competitors. Detailed insight into how their business is conducted was obtained by posing as potential customers and probing the sales executives. Secondary Data: Secondary data sources such as information on the internet as well as the detailed residents’ information in the directories collected from the RWAs of the various colonies were helpful in dispensing some very useful information.
Later on its was important to collect the data for Godrej Interio and its competitor brands in the market through online available data. Secondary data has been collected from various online journals, articles and websites. 38 Market Research Analysis For Home Furniture Segment SAMPLING Sampling involves a procedure that uses a small number of items or a portion of population to make a conclusion regarding the whole population. In other words, a sample is a subset of large population. Sampling consists of identifying the target population which in this case are the residents in the catchment areas.
Sampling method used- Convenience Sampling Sample Size-100 39 Market Research Analysis For Home Furniture Segment ANALYSIS & INTERPRETATION 1) In a sample of 100 respondents, only 33 had bought their furniture from retail showrooms while the rest 67 respondents had bought their furniture from local furniture dealers. 33% Local Furniture Dealers Retail Showrooms 67% It is a fact that home furniture is not an item which one purchases every other day. A majority of the respondents said that there furniture was pretty old and was manufactured by their local dealers.
In fact, some of the respondents were even using the furniture handed down to them by their parents. Since they took great care in choosing the quality of wood earlier, now they just need to change the cloth covering on a regular basis. We also must keep in mind the fact that organised retailing of furniture is a considerably new phenomenon. Hence, it will take some time before corporate houses can overshadow the local furniture dealers who have been there since a long time. 40 Market Research Analysis For Home Furniture Segment ) Out of the 33 respondents who have bought their furniture from retail showrooms, the breakdown is a follows: ? ? ? ? ? ? Godrej – 8 EVOK – 1 Style Spa – 4 Hometown – 6 Durian – 12 Others (Usha, Allwyn) – 2 12 12 10 8 6 4 2 0 ej ian k a wn yle eT o Go Du r ,A l lw yn rs (U sh a Ev o dr Sp ) 8 6 4 1 2 St Ho m As we can see in the above diagram, maximum number of customers (12) who buy furniture from retail showrooms have bought it from Durian. This is followed by Godrej with eight customers, HomeTown is close with six customers.
Style Spa, others and Evok follow with four, two and one customers respectively. Ot he 41 Market Research Analysis For Home Furniture Segment 3) The 8 respondents who had bought were Godrej Interio customers were asked to rate Godrej Interio on a scale of 1 to 5 on the basis of three factors: i. Satisfaction ii. Repurchase iii. Recommendation Where, 1 – Extremely satisfied/ extremely likely 2 – Moderately satisfied/ moderately likely 3 – Neither satisfied not dissatisfied/ neither likely nor unlikely 4 – Moderately dissatisfied/ moderately unlikely 5 – Extremely dissatisfied/ extremely unlikely
SATISFACTION: All the 8 respondents rated Godrej Interio as 1 on satisfaction which means all of them were extremely and completely satisfied with Godrej Interio. REPURCHASE: While 6 respondents rates Godrej Interio as 1 on this parameter which meant that it is extremely likely that they would purchase Godrej Interio furniture again, the other two respondents gave it a 3 which meant that they were undecided i. e. repurchase of Godrej Interio furniture by them was neither likely nor unlikely.
RECOMMENDATION: When asked as to how many Godrej customers would recommend Godrej furniture to their family and friends, all the 8 respondents rated Godej Interio as 1 on recommendation which means that it is extremely likely for all of them to recommend Godrej Interio furniture. INFERENCE: ? Because of the high quality of products and services that Godrej Interio always delivers, Godrej customers are a satisfied and happy lot. ? Due to the high degree of satisfaction and trust that customers have in Godrej, customers always keep coming back for more.
Hence, out of 8 Godrej customers, 6 were absolutely sure that they would come to Godrej for any purchase of furniture in the future. The other two who were not able to make up their mind said this was because they would also like to check out other Brands with so many options available and this does not mean that they were not happy with Godrej. The focus of Godrej interio should be convince the customers of the brand’s superiority so that they prefer it over other brands. 42 Market Research Analysis For Home Furniture Segment ) We also checked how aware were the respondents from the catchment areas of the various furniture retailing brands. The findings are as follows: BRANDS Durian EVOK Style Spa Home Centre Home Town Godrej No. OF AWARE RESPONDENTS 87 28 40 55 63 67 100 90 80 70 60 50 40 30 20 10 0 87 67 28 40 63 55 n Go dr ej eT ow St yle Du ria Ho m ? As can be seen in the above diagram, the awareness of Durian is the highest i. e. 87%. This can be attributed to the regular newspaper advertisements with Malaika Arora Khan as their brand ambassador.
Godrej Interio follows next with an awareness of 67% how that is considerably lower than that of Durian. Even though almost 100% respondents were aware of Godrej storewells, only 67% were aware that Godrej also has a range of home furniture. Hence, there is a greater need for Godrej Interio to make its presence felt. ? Ho m ec en tre Ev ok Sp a n 43 Market Research Analysis For Home Furniture Segment 5) Out of the 100 respondents interviewed, 67% were aware that Godrej has a range of home furniture. Out of these 67 respondents, only 43 were aware of the locations of interio showroom in Delhi. 33
Aware of Godrej Interio & Interio Locations Not aware of Interio 24 OUR LOSS!! Not aware of Interio locations 43 ? In case the respondents who are aware of Godrej Interio but not its locations in Delhi need to buy furniture, it is is quite possible that they would not go out of their way to find the locations of our showroom and rather go to our competitors’ whose locations they are well aware of because of their regular advertisements. There has to be a stronger focus on advertisement by Godrej interio not only to gain awareness bit also to gain visibility. ? 44 Market Research Analysis For Home Furniture Segment ) Out of the 100 respondents interviewed, 62% were planning to buy new furniture in near future (within a period of 1 year). Out of these 62 respondents, only 22 were aware of Godrej Interio. 22 No immediate plans to buy new furniture Planning to buy furniture & aware of interio Planning to buy furniture & NOT aware of interio 40 OUR FOCUS!! 38 ? Out of the 62 respondents who were planning to buy furniture within a year, only 22 were aware of Godrej while the rest 40 were not aware that Godrej has a range of home furniture. Hence we lose out on valuable number of prospective customers.
Advertisement for Godrej Interio is a must for creating awareness. ? ? 45 Market Research Analysis For Home Furniture Segment 7) Factors Involved in Furniture Buying Decisions:- 60 52 50 40 30 20 10 0 Brand Quality Price Store Behaviour of ambience store staff 15 8 13 12 When quizzed on the factors important in their furniture buying decision, maximum 52 respondents rated quality as the most important factor. For 15 respondents price was most important while the furniture brand and the behaviour of the store staff were most important for 13 and 12 respondents respectively.
Finally, 8 respondents listed the store ambience as the most important factor in their furniture buying behaviour. Since Godrej is a trusted brand well known for its high quality products, Godrej Interio can capitalize on Godrej brand name in order to reach out to customers and make Godrej a preferred brand in their furniture buying decisions. 46 Market Research Analysis For Home Furniture Segment 8) When asked about the sources of information customers refer to in order to decide what furniture to buy and from where, following were the responses:
SOURCES Magazines Websites Newspapers Friends & Family Catalogues No. OF RESPONDENTS 55 28 40 87 63 ? Since 87% of our respondents depend on their friends and family while deciding about the kind of furniture to buy, greater awareness about Godrej is the only option. 47 Market Research Analysis For Home Furniture Segment COMPETITOR ANALYSIS 48 Market Research Analysis For Home Furniture Segment Competitor Analysis The main competitors of Godrej Interio, Okhla were identified as: ? Durian ? EVOK ? Style Spa ?
HomeCentre ? Hometown ? Villa These competitors were studied in depth by visiting their stores and asking probing questions by posing as customers. The findings along with a brief profile of the various competitors follows in the project. 49 Market Research Analysis For Home Furniture Segment STYLE SPA Headquartered in Chennai, India – Style Spa Furniture Limited, a company promoted by the ZuariChambal group of the K K Birla conglomerate was established in India in 1997 to manufacture and retail furniture. The anufacturing facility located near Chennai is a fully automated sophisticated plant equipped to manufacture exquisite pieces of furniture of impeccable quality. The plant is also one of Asia’s most modern and largest manufacturing facility. The products – elegant and contemporary furniture for homes and offices, mattresses and pillows – are retailed in exclusive Style Spa showrooms spread across the country. Style Spa is the largest retailer of furniture in India with over 90 exclusive showrooms spanning the length and breadth of the country.
Style Spa’s competitive edge lies in its elegant range of products which are difficult to replicate, its State of the Art manufacturing facility that ensures consistent quality, a large retail network, experienced, and qualified personnel that make up the Style Spa team and not to mention the tens and thousands of homes that revel in the Style Spa brand of Good Living. PRODUCT RANGE ? Bedroom ? Living room ? Dining room ? Study furniture 50 Market Research Analysis For Home Furniture Segment BEDROOM 51 Market Research Analysis For Home Furniture Segment EDEN
Bed 90 X 200 (Storage Drawer Optional) Bed 150 X 200 Bed 180 X 200 Storage drawer For Beds 2 Door Wardrobe Bedside Table 3 Door 2 Drawer Wardrobe 3 Drawer Chest (Mirror and Stool Optional) Stool Mirror TV Unit 52 Market Research Analysis For Home Furniture Segment ROYALE Exquisite detailing, world-class designs and fine finish by harmonious interplay of wood glass and metal are the hallmark of Royale bedroom range. 4 Door Sliding Wardrobe Corner Wardrobe 2 Door Wardrobe Tall Open Shelf Unit Optional 2 Drawer Unit Bed 180 x 200 Chest of drawer with mirror Bed 150 x 200 (Side table optional) 3 Market Research Analysis For Home Furniture Segment ESTILO Single Bed 90 x 200 3 Door Wardrobe 2 Door Wardrobe Single Bed 90 x 200 S Double Bed 150 x 200 Double Bed 150 x 200 S Double Bed 180 x 200 Double Bed 180 x 200 S Bedside Table with glass shelf Bedside Table with Drawer Storage Drawer for Bed 3 Drawer Chest 54 Market Research Analysis For Home Furniture Segment LIVING ROOM 55 Market Research Analysis For Home Furniture Segment VENUS Fabric Sofas Fabric Sofa TFJ Seater (with cushions) Fabric Sofa TFK Fabric Sofa TFG (with cushions) Fabric Sofa MFA Fabric Sofa MFB
Fabric Sofa CDX VII Fabric Sofa CDX IX Fabric Sofa CDX II 56 Market Research Analysis For Home Furniture Segment Leather Sofas Recliners 57 Market Research Analysis For Home Furniture Segment METRO V2 1 shelf unit with glass door Two shelf unit with glass door Three shelf unit with glass door Four shelf unit with glass door Optional Adjustable Shelves(2nos) Corner TV Unit Two Drawer Unit 1 Door 1 Drawer unit T V Trolley with glass door Two Shelf curved corner extension TV Trolley with Swivel Top 58 Market Research Analysis For Home Furniture Segment DINING ROOM
This section catalogues the complete range of Dining Room Furniture. Every one of them sports unmistakable Style Spa features – modular simplicity, legendary durability, thoughtful ergonomics, rich tones and silky smooth textures. 59 Market Research Analysis For Home Furniture Segment Dining Table (Glass) MG 180 x 105 Dining Table (Glass) MG 150 x 90 60 Market Research Analysis For Home Furniture Segment FIESTA DINING CABINETS 61 Market Research Analysis For Home Furniture Segment SOHO/STUDY FURNITURE S This section catalogues our complete range of SOHO/Study Furniture.
Every one of them sports unmistakable Style Spa features – modular simplicity, legendary durability, thoughtful ergonomics, rich tones and silky smooth textures. 62 Market Research Analysis For Home Furniture Segment MIDAS V2 COMPUTER TABLE Basic Computer Table 1 Drawer Computer Table 1 Drawer Computer Table with Top Unit 2 Drawer Computer Table 63 Market Research Analysis For Home Furniture Segment STUDY TABLE Study desk with flap Study desk without flap 64 Market Research Analysis For Home Furniture Segment STORE VISITED FOR COMPETITOR STUDY: ? Style Spa showroom at Wood Market, Kirti Nagar ?
Style Spa showroom in Noida RANGE OF FURNITURE PRESENT IN THE SHOWROOMS ? BEDS & SOFAS ? Double beds (3 King size, 4 Queen size) ? Price range- Rs. 19,000 to Rs. 35,000 ? Single beds (6 nos. ) ? Price range- Rs. 14,000 to Rs. 20,000 Sofa Sets (4 Three seaters, 2 Two seaters, 5 Single seaters) ? Price range- Rs. 40,000 to Rs. 70,000 ? Sinle seaters- Rs. 10,000 ? ? CUPBOARDS ? 4-Door (4 nos. ) ? Price range- Rs. 40,000 to Rs. 65,000 ? 3-Door (2 nos. ) ? Price range- Rs. 25,000 to Rs. 30,000 2-Door (2 nos. ) ? Price range- Rs. 25,000 to Rs. 35,000 ? ? DRESSING TABLES ? 5 nos. ? Price range- Rs. ,000 to Rs. 17,000 ? TEA TROLLEYS ? 5 nos. ? Price range- Rs. 10,000 to Rs. 13,000 ? TV TROLLEYS ? 3 nos. ? Price range- Rs. 15,000 to Rs. 20,000 65 Market Research Analysis For Home Furniture Segment POINTS OF OBSERVATION DURING SHOWROOM VISIT 1. LOCATION OF THE SHOWROOM ? The showrooms at Kirti Nagar as well as Noida are both facing the main road. ? The billboards are large in size and also face the main road. ? The above two factors make the showrooms highly visible as well as accessible for prospective customers. 2. PARKING SPACE ? Ample parking space available at both the locations. 3.
SIZE OF SHOWROOM ? Noida showroom- 3500 Sq. feet (approx. ) ? Kirti Nagar showroom- 4000 Sq. feet (approx. ) 4. AMBIENCE ? Inspite of the limited space at both locations, the furniture has been organised in a very clutter free manner which involves optimum utilisation of the space available as well as allows the customers to move and look around freely. ? No special effort taken as such to create a soothing ambience. ? Lighting was regular and homogenous throughout the showroom at both the locations. ? Wall colours regular ? No use of music or perfume to affect buyers’ mood in a positive manner. 5.
LOCATION OF WAREHOUSE ? Kamla Nagar 6. WARRANTY TERMS ? Life-time termite proof warranty. ? One year warranty for repairs etc. 7. PAYMENT TERMS ? Cash ? Credit/debit cards ? Cheque o Delivery only on the realisation of the cheque. 66 Market Research Analysis For Home Furniture Segment 8. No. OF EMPLOYEES ? Kirti Nagar-5 ? Noida- 4 9. QUALITFICATION OF EMPLOYEES ? Minimum qualification- Graduation 10. DISCOUNT/SCHEME RUNNING ? 20-35% OFF on all items. ? Offer was valid till 30th April 2009. 11. INVOLVEMENT OF THE TEAM ? Employees at both the showrooms extremely polite and courteous with a pleasant demeanour. Have excellent product knowledge. ? Are very patient and encourage customers to look around. ? No uniform but all employees dressed neatly and formally. 12. DELIVERY PERIOD ? Delivery of Wednesday and Saturday only. ? As the delivery list is prepared one day before delivery, hence if a customer buys a piece if furniture on Saturday, it will be delivered on the next Wednesday. 13. AVAILABILITY OF CATALOGUE ? No catalogue available ? No kiosk to display the items not present in the store. 14. STORE TIMING ? 10 a. m to 8 p. m 15. WEEKLY OFF ? No weekly off 67 Market Research Analysis For Home Furniture Segment
Durian today is one of the largest interior infrastructural household names in India with a network extending to every nook and corner of the nation. It has the most prominent ISO 9001 and 14001 certifications for its quality standards and contribution in the industry. Durian has also introduced readymade doors in this industry to make life troublefree for all the users with a range of designs and colors to suit every eye. Its imported home and office furniture range is sourced from all over the world which includes all kinds of designs be it classic or contemporary.
The furniture pieces which are sourced from across the world to meet the new changing taste of the Indian market. Alongside its furniture line, Durian also has an extensive range of accessories, artifacts, furnishings, painting and decorative lighting products which will enable their clients to characterize their space. For the first time in India, with the help of overseas research and technical team Durian has introduced Laminates which are guarded to resist borer, fungus and termite. It’s the proprietary know-how which Durian has developed in collaboration with highly techno-savvy foreign research laboratory.
They have also started offering services for turnkey projects to provide a complete package to their clients. In concise Durian offers lifestyle products related to interior design of office, home under one roof. Durian furniture, contrary to perception, is targeted to suit every budget. Their target customers are the middle, upper middle classes and even the top-end segment. Competitive pricing is possible because of the large volumes of sales envisaged. Positioned as ‘beautifully affordable’, the company is among the very few in the sector to use the electronic media. 68
Market Research Analysis For Home Furniture Segment RANGE OF HOME FURNITURE ? Sofa sets o Leather Sofa Sets o Leatherite Sofa Sets ? Dining Sets ? Bedroom Sets ? Centre & Side Tables STORE VISITED FOR COMPETITOR STUDY: ? Durian showroom at Wood Market, Kirti Nagar RANGE OF FURNITURE PRESENT IN THE SHOWROOM ? BEDROOM ? Double bed+2 Side Tables+Dressing Table + 4 Door Almirah (10 nos. ) ? Price range- Rs. 98,000 to Rs. 3,00,000 ? One set of bed with curtains, cushions, headstand + 2 sidetables + dressing table + 4 door almirah ? Price- Rs. 6,00,000 Most of the beds had an old-age, traditional feel to them.
Very few designs in modern, chic look. ? ? ? SOFA SETS ? 6-Seater (10 nos. ) ? 4-Seater (12 nos. ) 69 Market Research Analysis For Home Furniture Segment POINTS OF OBSERVATION DURING SHOWROOM VISIT ? LOCATION OF THE SHOWROOM ? The showroom at Kirti Nagar is facing the main road. ? The billboard is large in size and also faces the main road. ? The above two factors makes the showroom highly visible as well as accessible for prospective customers. ? PARKING SPACE ? Ample parking space available. ? SIZE OF SHOWROOM ? Two Floors of about 6000 Sq. Feet each. ? Total showroom area- 12,000 Sq, Feet (approx. ? AMBIENCE ? Inspite of plenty of space being available, most of the furniture has been kept in a very cluttered manner in an effort to accommodate maximum number of furniture making one part of the showroom almost look like a warehouse. ? Because of this arrangement, not enough space is available for customers to walk around. ? No special effort taken as such to create a soothing ambience. ? Lighting was low and homogenous throughout the showroom. ? Wall colours regular ? No use of music or perfume to affect buyers’ mood in a positive manner. ? LOCATION OF WAREHOUSE ? Vasant Kunj ?
WARRANTY TERMS ? One year product warranty + Five years service warranty ? No charges for shifting within 5 years of purchase. ? Life-time termite proof warranty 70 Market Research Analysis For Home Furniture Segment ? PAYMENT TERMS ? Cash ? Credit/debit cards ? Cheque o Delivery only on the realisation of the cheque. ? Customers can also make 50% or 25% of the total payment at the time of purchase and the rest just before the delivery of the furniture, but in thus case the part payment made at the time of purchase has to be in cash. ? No. OF EMPLOYEES ? 5 ? QUALITFICATION OF EMPLOYEES ?
Minimum qualification- Graduation ? DISCOUNT/SCHEME RUNNING ? 20-60% OFF on all items. ? Offer was valid till 10th May 2009. ? INVOLVEMENT OF THE TEAM ? Store staff formally dressed, no uniform. ? Customer not greeted by sales executive. ? Sales staff have excellent product knowledge however not very pleasant in behaviour, appear to be curt. ? DELIVERY PERIOD ? Delivery within maximum 7 days. ? In case the product is not available in any of the nearby warehouses, then it has to be brought from Mumbai. ? Delivery period in this case is 18-20 days. ? AVAILABILITY OF CATALOGUE ?
No catalogue available ? No kiosk to display the items not present in the store. ? STORE TIMING ? 10 a. m to 8 p. m ? WEEKLY OFF ? No weekly off 71 Market Research Analysis For Home Furniture Segment Ebony Gautier’s range of contemporary styled furniture allows you to make a strong style statement. The furniture is designed and made in France and they add on a distinctive character and unmatched elegance to your Living rooms, Bedrooms and Children’s Bedrooms. Complementing the world class furniture is an exquisite range of home accessories to suit your specific home decor requirements.
At Ebony Gautier customers can expect high quality, contemporary and exclusive designs and good value for money. So every time you bring home Ebony Gautier products you can make quiet but powerful living style statements. FURNITURE RANGE ? Living Room o Sofas o Wall Units o Dining ? Bedroom ? Junior Bedroom ? Study Room 72 Market Research Analysis For Home Furniture Segment STORE VISITED FOR COMPETITOR STUDY: ? Ebony Gautier showroom at Atta Market, Noida. RANGE OF FURNITURE PRESENT IN THE SHOWROOM ? BEDROOM ? King & Queen size beds without boxes (18 nos. ) ? Side tables ? Wardrobes ? Dressing tables ? Price Range ?
Beds: Rs. 29,500 to Rs. 70,000 ? Entire bedroom set: Rs. 70,000 to Rs. 2,50,000 ? SOFA SETS ? 2-Seater (2 nos. ) ? 4-Seater (3 nos. ) ? 6-Seater (6 nos. ) ? 8-10 Seater (4 nos. ) ? Price Range o Rs. 60,000 to Rs. 3,00,000 ? Dining Room ? Dining Tables (15 nos. ) ? Price Range- Rs. 35,000 to Rs. 75,000 ? Dining Chairs ? Price Range- Rs. 3,500 to Rs. 10,000 ? Kids Room ? Beds ? Bed cum study table ? Bunkers ? Study Tables ? Drawers ? Book Cabinets ? Price Range o Study Table- Rs. 12,000 to Rs. 25,000 o Individual drawers/book cabinets- Rs. 10,000 to Rs. 15,000 73 Market Research Analysis For Home Furniture Segment
POINTS OF OBSERVATION DURING SHOWROOM VISIT ? LOCATION OF THE SHOWROOM ? The showroom is located in the main Atta Market, Noida. ? The billboard is large in size and also faces the main road. ? The above two factors makes the showroom highly visible as well as accessible for prospective customers. ? PARKING SPACE ? Ample parking space available. ? SIZE OF SHOWROOM ? Five floors of about 5000 Sq. Feet each. ? Total showroom area- 25,000 Sq, Feet (approx. ) ? AMBIENCE ? The ample space available has been utilised extremely well with each floor dedicated to one particular furniture segment viz. edroom, kids room etc. ? Because of this arrangement, the entire showroom looks very well organised and well maintained. ? A lot of care has been taken to create a different mood and ambience on each floor. For example, bright colour on the Kids room floor while soothing colours in the bedroom floor. ? Soft and soothing music to enhance buyers’ mood. ? LOCATION OF WAREHOUSE ? Noida ? WARRANTY TERMS ? Five years product warranty ? Three years warranty on kids’ beds ? Life-time termite proof warranty ? WOOD USED ? Paritcle board ? French designs ? Almost all the furniture is imported from France. 74
Market Research Analysis For Home Furniture Segment ? PAYMENT TERMS ? Cash ? Credit/debit cards ? Cheque ? Full payment to be made for delivery in 2-3 days. ? Customers can also make part payment at the time of purchase, however the rest of the payment has to be made 24 hours before delivery. ? No. OF EMPLOYEES ? 6 ? QUALITFICATION OF EMPLOYEES ? Minimum qualification- Graduation ? DISCOUNT/SCHEME RUNNING ? 10% OFF on all items. ? Offer valid till 31st May 2009. ? December being the anniversary month, Ebony Gautier offers upto 50% discount. ? No discount on furniture during Diwali, offer only on accessories. INVOLVEMENT OF THE TEAM ? Store staff formally dressed, no uniform. ? Customer greeted by sales executive. ? Sales staff have excellent product knowledge however not very pleasant in behaviour. ? DELIVERY PERIOD ? Delivery within 2-3 days. ? All purchases made above Rs. 20,000 will be delivered free of cost. ? All purchases below Rs. 20,000 will be home delivered within Delhi and Noida for a minimal cost of Rs. 500 and within Faridabad and Gurgaon for a minimal cost of Rs. 750 which will be inclusive of labour and installation. ? AVAILABILITY OF CATALOGUE ? Separate catalogues available for each of the sections. 5 Market Research Analysis For Home Furniture Segment ? WALK-INS ? Walk-ins generally are not too many ? Most of the furniture is sold online and through dealer at Khanpur. ? STORE TIMING ? 11 a. m to 8:30 p. m ? WEEKLY OFF ? Tuesday 76 Market Research Analysis For Home Furniture Segment HSIL made a foray through its subsidiary into retail by launching Home Interior Fashion Mega stores providing speciality home interior solutions with the ‘EVOK’ HSIL is the flagship company of the Somany Group. HSIL was incorporated as Hindustan Twyfords Ltd in 1960 by the Somany Group in collaboration with Twyfords, Ltd. , UK.
Established to introduce vitreous china ceramic sanitaryware in India, it has been instrumental in giving the concept of sanitaryware a new meaning. Over the last four decades, HSIL has earned respect in the Indian and international markets with its commitment to innovation, unwavering quality and customer satisfaction. HSIL has three strategic businesses – Building Products Division and Container Glass Division (AGI Glasspac). FURNITURE RANGE ? Living Room o Sofas o Wall Units o Dining ? Bedroom ? Junior Bedroom ? Study Room 77 Market Research Analysis For Home Furniture Segment STORE VISITED FOR COMPETITOR STUDY: ?
EVOK showroom at Crown Interiorz Mall, Faridabad. RANGE OF FURNITURE PRESENT IN THE SHOWROOM ? BEDROOM ? King & Queen size beds without boxes (12 nos. ) ? Side tables ? Wardrobes ? Dressing tables ? Price Range ? Beds: Rs. 25,500 to Rs. 70,000 ? Entire bedroom set: Rs. 90,000 to Rs. 2,50,000 ? SOFA SETS ? 2-Seater (3 nos. ) ? 4-Seater (4 nos. ) ? 6-Seater (5 nos. ) ? 8-10 Seater (3 nos. ) ? Price Range o Rs. 50,000 to Rs. 3,00,000 ? Dining Room ? Dining Tables (10 nos. ) ? Price Range- Rs. 25,000 to Rs. 75,000 ? Kids Room ? Beds ? Bed cum study table ? Bunkers ? Study Tables ? Drawers ? Book Cabinets 8 Market Research Analysis For Home Furniture Segment POINTS OF OBSERVATION DURING SHOWROOM VISIT ? LOCATION OF THE SHOWROOM ? The showroom is located in the Crown Interiorz Mall, Faridabad. ? Large billboards are present not only inside the mall but also outside the mall facing the main Mathura road. ? The above two factors makes the showroom highly visible a