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Market Plan for Interwood –

1. Current Marketing Situation:

A. INTERWOOD (Products, Showrooms, )


Presently INTERWOOD has seven product categories: Office Furniture, Home Furniture, Kids
Furniture, Kitchens, Doors, Wardrobes and Flooring. They cater to the needs of both corporate
and domestic clients. INTERWOOD also provides education furniture for classrooms,
Laboratories, Offices, Libraries, Hostels and many other places.

INTERWOOD is the only company in Pakistan that provides complete one-window solutions
including Q-Mark Fire Rated Doors, Kitchens, Wardrobes, Kitchen Appliances (Hoods, Hobs,
Ovens, Microwave Ovens, Dishwashers and Freezers) etc.

INTERWOOD has showrooms at Lahore, Karachi, and Islamabad (F-11 and I-9), and also exports
some of their products to the UK, Norway, Spain, Africa, the Middle East and India.

INTERWOOD communicates about its products via its website and its catalogues and booklets.
Product Line:

 Office furniture
 Home furniture
 Doors
 main doors
 solid doors
 engineered doors
 veneer doors
 Laminate doors
 Kitchens
 Wood & Laminated Floors
 Lamps
 Wardrobes
 Italian kitchen application
Competitive Analysis:

Currently outdoor or patio furniture is being sold by BAAHIR, Local Showrooms as well as open
shops in Rawalpindi.

BAAHIR, targets outdoor living and offers a wide range of products from Rattan Furniture
including chairs, tables, beds etc., to Outdoor furniture, such as wooden products, fountains,
BBQs, Gazebo etc. to Solar Protection products.

It also offers online shopping, nationwide shipping and has showrooms in Islamabad,
Rawalpindi, Karachi, Lahore and Faisalabad.

Premium Patio furniture is not a product that is purchased by common man. Most people are
happy with basic plastic or wooden furniture for outdoors
Marketing Strategy

A. Positioning – High price high quality.

B. Differentiation – Interwood will differentiate itself in the market by offering:


i. Unique and authentic products customized according to customer preferences,
entertaining and relaxing to share with your family.
ii. Exceptional customer service by offering warranty, maintenance etc. on-call or
monthly scheduled visits.
iii. Services of an Interior Decorator, who can on request visit customers home and
provide consultation on type of product to buy that, will best suit customer’s
homes.

2. Action Programs:
Market Share
Interwood has captured the market in Pakistan and foreign countries as well. As it is the only
company providing such services, so its market share is very large. However it cannot be stated
as 100%.
(II) Customer Analysis
a) No. of Customers
Interwood has a big range of customers. The number of customers of Interwood is so large that
we cannot specify it. Because every day some new customers purchases the products of
Interwood and is served by Interwood.
b) Type of Customers
Interwood Mobel (PVT) LTD has the following types of its customers.
i) Individuals
Interwood provided services to a large number of individuals, among whom the most famous
individuals are Shah Mahmood Qureshi, Major General Farrukh Javed, Mr. Gul Mohammad
Memon, UAE etc.
ii) Corporate Bodies
Interwood Mobel (PVT) LTD has also provided services to corporate bodies like PEPSI Cola, Eden
Developers, McDonald’s, Pizza Hut and Sui Northern/Southern Gas Pipelines etc.
iii) Retailers
The Retail Sale of Interwood includes Fatima Memorial Hospital, D.G Khan, Rupali Polyester etc.
c) Value Drivers
The customers are not only satisfied with the products of Interwood, but they also again come
for the purchase of the products. They like the new, stylish and luxurious furniture. Simply the
customers get the value they want by purchasing such products.
d) Decision Process
The customers once satisfied with the products of Interwood always purchase the same or other
products. So they actually take no time to take decision of purchasing wood items from
Itnerwood.
(III) Competitors
Interwood Mobel (PVT) LTD has no competitors in Pakistan yet.
(IV) Collaborators (Joint Venture/Partnership)
The company is not run by Partnership. There are a number of shareholders, who purchase and
invest in the company. And the share capital of Interwood is about Rs. 65 million.

(V) Climate
MARKET SEGMENTATION

(I) Local and Foreign Banks


a) Description
Interwood Mobel (PVT) LTD has worked and completed projects of various local and foreign
banks. Some of these banks include Bank Credit and Commerce International, The World Bank,
Allied Bank, Habib Bank, United Bank, Faisal Bank, Citi Bank, Saudi Pak Commercial Bank, etc.
b) Percent of Sales
About 20% of Total Sales of Interwood Mobel (PVT) LTD relates to Local and Foreign Banks.
c) What the customers want?
The demand of the Banks varies time to time. But Interwood provides services for all types of
requirements of Local & Foreign Banks.
d) How the customers use the product?
Such banks use furniture for office use and take benefit from Interwood.
e) Support Requirement (After Sale Service)
There is reasonable After Sale Service available by Interwood for Local Banks.
f) How to reach the customers?
Interwood is well known and a large industry of manufacturing furniture items, so the
customers well know about the industry. However, the company uses some advertising media in
order to reach such customers.
g) Price Sensitivity
Interwood keeps the reasonable price for almost all segments, but it provides cheap price
package for different groups of customers
(II) Hotels
a) Description
Interwood Mobel (PVT) LTD has also worked and completed projects of various famous hotels.
Some of these hotels include McDonald’s, Pizza Hut, Hotel Holiday & Pearl Continental Hotel etc
b) Percent of Sales
About 30% of Total Sales of Interwood Mobel (PVT) LTD relates to hotels.
c) What the customers want?
The demand of the hotels varies time to time. But Interwood provides services for all types of
requirements of hotels.
d) How the customers use the product?
These hotels require stylish and comfortable furniture for the customers they have and for their
offices.
e) Support Requirement (After Sale Service)
Interwood provides after sale service for all types of clients.
f) How to reach the customers?
Interwood is well known and a large industry of manufacturing furniture items, so the
customers well know about the industry. However, the company uses some advertising media in
order to reach such customers.
g) Price Sensitivity
Interwood keeps the reasonable price for almost all segments, but it provides cheap price
package for different groups of customers
(III) Embassies
a) Description
Interwood Mobel (PVT) LTD has also worked and completed projects in embassies like US
Embassy etc.
b) Percent of Sales
About 10% of Total Sales of Interwood Mobel (PVT) LTD relates to embassies.
c) What the customers want?
The demand of the embassies varies. But Interwood provides services for all types of
requirements of embassies.
d) How the customers use the product?
These embassies require stylish and comfortable furniture.
e) Support Requirement (After Sale Service)
Interwood provides after sale service for all types of clients.
f) How to reach the customers?
Interwood is well known and a large industry of manufacturing furniture items, so the
customers well know about the industry. However, the company uses some advertising media in
order to reach such customers.
g) Price Sensitivity
Interwood keeps the reasonable price for almost all segments, but it provides cheap price
package for different groups of customers
(IV) Business Houses
a) Description
Interwood Mobel (PVT) LTD also works for various leading Business Houses like Pakistan Credit
Rating, Commercial Union Life Assurance, National Insurance Corporation etc.
b) Percent of Sales
About 10% of Total Sales of Interwood Mobel (PVT) LTD relates to business houses.
c) What the customers want?
The demand of the business houses varies. But Interwood provides services for all types of
requirements of business houses.
d) How the customers use the product?
The business houses require furniture for their offices.
e) Support Requirement (After Sale Service)
Interwood provides after sale service for all types of clients.
f) How to reach the customers?
Interwood is well known and a large industry of manufacturing furniture items, so the
customers well know about the industry. However, the company uses some advertising media in
order to reach such customers.
g) Price Sensitivity
Interwood keeps the reasonable price for almost all segments, but it provides cheap price
package for different groups of customers.
ALTERNATIVE MARKETING STRATEGIES

(I) Discounting the product


There is no discount policy followed by Interwood. The company do not provide any Discount
for the customers. Because the company has always provided cheap rates for almost all kind of
customers.
(II) Re-Branding
Interwood has no Re-Branding. It is the independent compnay. Once it introduce a the product,
it always keeps the same brand.
(III) Co-Branding
The company has no Co-Branding. It always introduce the product independently. It has no
competitors.
(IV) Positioning as a premium
Since Interwood has no competitors, and is the top quality brand in Pakistan and foreign
countries, so it has a positioning in customers’ mind as a premium.
SELECTED MARKET STRATEGY
(I) Product
a) Brand Name/Logo/Slogan
“Interwood” is the Brand name of the company. It states its slogan as “A wonderful world of
wood --- Interwood!”
b) Quality
The Quality of the product introduced by Interwood is unmatchable with any Pakistani or
imported product. So, obviously the Unmatchable Quality of the product is a bonus for the
customers of Interwood.
The compnay has an ISO certification. It is the ISO 9001:2000 certified company. The
evidence of the ISO certification is attached herewith. It is also rewarded a trada certification for
Q-Mark fire doors which is also attached herewith.

c) Scope of Product
Interwood Mobel (PVT) LTD decribes the scope of its products as a complete solution for homes,
offices and hotels, which means that the company manufactures all those wood products which
are necessary for any type of hotel, home and office. Furthermore, it describes that the quality
of Furniture Products is unmatchable. And lastly, it provides one window operation for its
clients.
d) Warranty (If any)
Interwood Mobel (PVT) LTD provides 8 years warranty to its clients who purchase wooden items
and furniture for their homes and offices.
(II) Price
a) Pricing Strategy
Interwood has a range/solution for every budget, that is, from the clerk to the CEO, everybody is
taken care off. The prices of Budget Range take care of people looking for economic solutions.
The Crest Range is for people who want to be more elegant and can afford the extra expenses.
On top is the Executive Range for Executives and CEOs with conference/board rooms thrown to
serve ancillary executive functions.
b) Sale Price
The sales price of the furniture like items vary time to time and person to person, but, in
general, Interwood has set its prices as 1/2nd and 1/3rd of imported furniture items.
c) Discounts
There are no discount facilities available for customers by Interwood, because of already low
prices of products.
(III) Placement (Distribution)
a) Distribution Channel (Direct/Retail)
Interwood Mobel (PVT) LTD has its distributions channels both direct and retail.
b) Location
Interwood Mobel (PVT) LTD supplies its products within Pakistan and other foreign countries. So
its sales is both within Pakistan (Major areas of Lahore, Karachi, Islamabad, Multan, Faisalabad,
Tarbela and Sialkot etc) and the countries abroad (like USA, UK, Qatar, Dubai, Afghanistan and
India)
(IV) Promotion
a) Advertising (Through which media)
The advertising media, through which the company markets its products is internet only. It
introduces its new products through internet and through its website
www.interwoodmobel.com.
b) Public Relations
The company has good public relations, a major portion of public from far and away comes to
purchase from Interwood.
c) Promotional Programs
The company hires some Promotional Programs and conferences in order to promote its
products

A. Missing link: The biggest issue that Interwood would face would be to keep its furniture
design authentic and unique. It is extremely easy nowadays to copy any unique object, be it
clothing or other. Although the quality provided by Interwood can never be replicated
however its design pattern can be. Other shop owners may try to attract customers by
offering same design at cheaper prices.
Premium Patio furniture is not a product that is purchased by common man. Most people
are happy with basic plastic or wooden furniture for outdoors.
One of the weaknesses is that it has only 3 showrooms in Pakistan. It has a limited number of
showrooms within Pakistan. Secondly, the advertisement media is limited. It only introduces its
new products through internet. So it has a limited advertising media.
Interwood has a large demand of its products but sometime it fails to full fill the demand of its
customers.
Pay scale of Interwood`s employees is low therefore employees are not working efficiently.
Prices of products are very high because of high cost of doing business.

B. Suggestions:
A new trend of developing not only the inside but the outside of one’s home has developed in
the past couple of years. People belonging to the upper urban class especially are seen having
large gardens, farm houses, pools, gazebos, barbeque areas and much more outside their
homes.
Furthermore, this trend is also being observed in the commercial market, with the emergence of
outdoor/ roof top restaurant etc.
For this they need comfortable but unique, authentic, elegant, trendy, exclusive furniture that
provides social standing. INTERWOOD is planning on launching a new line of furniture i.e.
outdoor or patio furniture to capitalize on this need in the market.

INTERWOOD will offer this new line of furniture at its current showrooms in Islamabad (I-9 and
F11). Furthermore, we will launch a new showroom in Bahria Town at a premium location so we
can also attract customer from Rawalpindi.
New trend of developing outside of one’s home as well as inside.
Housewives of house owners belonging to upper urban area with social standing and
income of above one lakh per month living in Islamabad. Interwood is a brand and a lifestyle
which is affordable, aesthetically pleasing, durable and comparable in quality and
workmanship to the best in the world.
We strongly recommend the people of Pakistan and Foreign countries to have benefit by
using one of the most famous and the only brands with a lot of customization facilities.
So have EVERYTHING that YOU want……!!!
1- Restaurant/Hotel owners like Munal, Marriot, Serena etc. They rent/contract out entire
floors.
2- Interior Decorators who are employed by upper urban house owners to provide them with
furniture.