Test

TEAM
GODS OWN KERALA
Binu .C.Abraham
Tinchu.K.George
Dencil Lawrence
Suresh Kumar
Rahul.T.S
Prayanthi.G.S

Product Line : Home

COACH: Mr. A VENKETESAN
A look @ Indian furniture industry
The Indian furniture market is worth $8 billion
The organized Indian furniture accounts for 15
per cent.



The branded furniture market of the country was valued at
nearly $1.3 billion in 2008 and slated to reach $3.7 billion by the
end of 2012.
Growing at a rate of 30 per cent compounded annually .



Future Potential ..Is it bright????


ADDITIONAL HOUSING DEMAND PERIOD
11.8 MILLION UNITS 2012-2016

http://www.cushwake.com

Now do they have money to spend??
Indias middle income earns between Rs. 5 lakhs per annum to
Rs. 10 lakhs per annum (currently number over 10 million.)






India witnessing a economic growth of 7% to 8%.



Expansion of IT/ITES, KPOs and BPOs in the country




Out of the total demand in the residential sector the mid
range and affordable sectors will account for a
significant share
of 70% for 2010-2014.


Does our business match with the industry trend?
Furniture Industry-30%
Godrej Interio 20%
Years
G
r
o
w
t
h

Why? The answers are
Multi player lack of focus


Medium size showrooms Not matching with Industry


Conventional channel sits on old glory
Brand Positioning Youth.. but youth is not attracted



Customers Experience Pre & Post sales - ????

Week communication Still a steel furniture Brand


Penetration levels are high but low visibility.

Our aim.?
10 x 10

B 2 C Solutions

25 30% growth on initial years

Can we actually achieve this level of growth rate ???
(to match the industry trend & the corporate objective)

by
Price Increase ????

Addressing the products gaps ????

Adding up new LOBs ????

Expanding the channels ????



All the elements will contribute

But Will not fuel the desired level



Then what should we our action plan???

What are we?


Most trusted Indian house hold brand.
Brand Traits Durability, Credibility



What are we?


Representation in Urban and Rural India.



A range of product offering right from Locks to Cupboards to
Appliances to Kitchens to Home Safes to Air conditioners.



How will we grow exponentially by utilizing the existing
strength?
Our Answer is
Bundle it


We ,the team from Gods own Kerala
take a humble step , an innovation,
to tap the potential
a pioneer concept.
redefining furniture shopping..
redefining homes..

Lakshya 2012

Definition:

An Indian home furnished with Godrej furniture in living, dining
one bedroom and Kitchen.

or

An Indian home furnished with Godrej furniture in living, dining
and bedroom


What we have:

Wide furniture range.
Brand Value .
Furniture designs which satisfy PAN India taste.
Choice of wooden, steel and glass furniture .
Sales and service set up in all major locations.

But still why customers buy in bits and pieces
from us?
Mainly for two reasons:

1. Lack of differentiating factors in furniture design and price.




2. They feel the other product in Godrej is not value for money..

How can we tap their full potential?
Position Godrej Interio as a one stop for all their furniture needs

Sell the concept of GGH.
Make the customer excited by informing the benefits of GGH.
Be among the elite class of GGH customers.
Forget about the time spending for caring your furniture, but
spend it for enjoying our unlimited offers and benefits.

What was our opportunity loss in Last year?
Rs. 723 Cr
How?
Our customer base= 37000 50000 ( Kitchen & HF)
(Home Storage & Kreation not included)


Our ATV for HF transaction is Rs 0.50 L (Basic on an average) per
customer.


His buying potential is minimum 2.5 L to 7.5 L
(For customers who are furnishing their new houses)

CUSTOMER BASE = 202 CR / 50000 =40000 (APPROX ) source : COCO & FRANCHISEE SOUTH ZONE
How?

ie.-on an average we are getting customers worth Rs 925 Cr
(keeping a base figure of 2.5 L per house )


The balance of 723 Cr has walked away from us.
CUSTOMER BASE = 202 CR / 50000 =40000 (APPROX)
Why customers should go for GGH?
I dont need to run around in different places/shops!




Better buying !!
Furniture protection- OH I just need to worry about the other
things!!!
Care by furniture mechanic!!!!

Shining and clean Sofas always!!!!!



Why customers should go for GGH?
Wow I can have a new furniture!!!!!


Any benefit for making it a complete Godrej home- with locks,
appliances, home safe!!!!!!



What will I do with my salary/income!!!!!!!


Why customers should go for GGH?
No Free Time!!!!!!!!!





Stay in a cool and healthy environment in busy
Mumbai!!!!!!!!!!!!!!!



Pride of being a part of our eco initiative



Healthy and hygienic environment (indoor air quality) to
make it a real HOME

Our objective
Make more and more GGHs across India.


Rate performance on GGH numbers for HF & Kitchen.


COCO , Franchisee and Gallery should be rated on GGH nos.

DS = NO. OF GODREJ GREEN HOMES

Our objective


All corporate and brand communication should include strips /
pop us on GGH.

Social media community for GGH customers.

Training calendar for channel sales people for creating GGH
consultants.


Benefit (Financials)
HF Business Last year : Rs 18500 L
Kitchen Business : Rs 2700 L
HF ATV : Rs 0.50 L

Kit ATV : Rs 1.00 L
Number of customers : 37,000 50,000
Potential per customer : 2.5 L 7.0 L
Total potential on the lowest base: 92200 L






(Data collected from B Lore COCOs & Franchisee, HYD COCOs, Chennai COCO &
Franchisee and Cochin COCO & Franchisee)

Benefit (Financials)

Imagine a situation on first year of implementation we are
converting 10% of our customers PAN India to GSH on the
lowest base of 2.5 L. the incremental business is

3700 x 2.5 L = 9250 L

Considering the LYR business of Home of 400,00 L, its
working to

23.12% GROWTH





Let s See how other furniture companies are buying their
customers





Loyal customers


Its costing 20 times higher to bring in a new customer rather than
retain an existing customer

SO

By creating more and more GGHs we are adding more and more
loyal customers to Godrej Family

Should we worry about customer loyalty??
Come to you : dont have to sell to them, they will come to
you when they need a product or service.

Buy more often :since they enjoy the service they receive
from you.

Try new products: They will even trust you to suggest
products suitable for them



Recommend you: loyal customers can become your most
effective marketing tool and they're free.


The future communication???




Is your home a Godrej Green Home?????





















Godrej Green home will really
transform your life..
Lets gear up for that.
Thank You