MARKETING ANALYSIS – FINAL PROJECT - MARKETING THEORY AND PRACTICE.doc

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					Selected Company:

 INTERWOOD MOBEL (PVT) LTD


A Project on:

          DEVELOPING THE MARKET PLAN



     Submitted by:    Awais Ahmad          CIIT/FA09-MBA-027/LHR
                      Sabahat Abid         CIIT/FA09-MBA-130/LHR
                      Najm-ul-Hasan        CIIT/FA09-MBA-112/LHR
                      Ghulam Asghar        CIIT/FA09-MBA-039/LHR
     Submitted to:    MS Faiza Rehman
     Submission Date: December 7th, 2009




 COMSATS Institute of Information Technology
        & Business Administration
             MARKET PLAN

INTERWOOD MOBEL (PVT) LTD



                        2
                                                     CONTENTS
INTRODUCTION TO THE COMPANY ................................................................................... 8
COMPANY PROFILE ................................................................................................................ 10
THE CHALLENGE .................................................................................................................... 12
SITUATION ANALYSIS ............................................................................................................ 12
  (I)    Company Analysis ......................................................................................................... 12
      a) Goals .............................................................................................................................. 12
      b) Focus/Vision/Mission .................................................................................................... 12
      c) Company Culture ........................................................................................................... 12
      d) Market Share .................................................................................................................. 12
  (II)   Customer Analysis ......................................................................................................... 12
      a) No. of Customers ........................................................................................................... 12
      b) Type of Customers ......................................................................................................... 13
      c) Value Drivers ................................................................................................................. 13
      d) Decision Process ............................................................................................................ 13
  (III) Competitors.................................................................................................................... 13
  (IV) Collaborators (Joint Venture/Partnership) ..................................................................... 13
  (V)    Climate ........................................................................................................................... 13
      a) Macro Environment (PEST Analysis) ........................................................................... 13
  (VI) SWOT Analysis ............................................................................................................. 14
      a) Strengths (Internal Environment) .................................................................................. 14
      b) Weakness (Internal Environment) ................................................................................. 14
      c) Opportunities (External Environment) .......................................................................... 14
      d) Threats (External Environment) .................................................................................... 15
MARKET SEGMENTATION ................................................................................................... 15
  (I)    Local and Foreign Banks ............................................................................................... 15
      a) Description ..................................................................................................................... 15
      b) Percent of Sales .............................................................................................................. 15
      c) What the customers want? ............................................................................................. 15
      d) How the customers use the product? ............................................................................. 15
      e) Support Requirement (After Sale Service) .................................................................... 15
      f) How to reach the customers? ......................................................................................... 15
      g) Price Sensitivity ............................................................................................................. 15
  (II)   Hotels ............................................................................................................................. 16
      a) Description ..................................................................................................................... 16
      b) Percent of Sales .............................................................................................................. 16
      c) What the customers want? ............................................................................................. 16
      d) How the customers use the product? ............................................................................. 16
      e) Support Requirement (After Sale Service) .................................................................... 16
      f) How to reach the customers? ......................................................................................... 16
      g) Price Sensitivity ............................................................................................................. 16
  (III) Embassies....................................................................................................................... 16
      a) Description ..................................................................................................................... 16
      b) Percent of Sales .............................................................................................................. 16
      c) What the customers want? ............................................................................................. 16
      d) How the customers use the product? ............................................................................. 17
      e) Support Requirement (After Sale Service) .................................................................... 17
      f) How to reach the customers? ......................................................................................... 17
      g) Price Sensitivity ............................................................................................................. 17


                                                                                                                                              3
  (IV) Business Houses ............................................................................................................ 17
      a) Description ..................................................................................................................... 17
      b) Percent of Sales .............................................................................................................. 17
      c) What the customers want? ............................................................................................. 17
      d) How the customers use the product? ............................................................................. 17
      e) Support Requirement (After Sale Service) .................................................................... 17
      f) How to reach the customers? ......................................................................................... 17
      g) Price Sensitivity ............................................................................................................. 17
ALTERNATIVE MARKETING STRATEGIES ..................................................................... 18
  (I)         Discounting the product ................................................................................................. 18
  (II)        Re-Branding ................................................................................................................... 18
  (III) Co-Branding................................................................................................................... 18
  (IV) Positioning as a premium ............................................................................................... 18
SELECTED MARKET STRATEGY ........................................................................................ 18
  (I)         Product ........................................................................................................................... 18
      a) Brand Name/Logo/Slogan ............................................................................................. 18
      b) Quality ........................................................................................................................... 18
      c) Scope of Product ............................................................................................................ 21
      d) Warranty (If any) ........................................................................................................... 21
  (II)        Price ............................................................................................................................... 21
      a) Pricing Strategy.............................................................................................................. 21
      b) Sale Price ....................................................................................................................... 21
      c) Discounts ....................................................................................................................... 21
  (III) Placement (Distribution) ................................................................................................ 21
      a) Distribution Channel (Direct/Retail) ............................................................................. 21
      b) Location ......................................................................................................................... 21
  (IV) Promotion....................................................................................................................... 22
      a) Advertising (Through which media).............................................................................. 22
      b) Public Relations ............................................................................................................. 22
      c) Promotional Programs ................................................................................................... 22
CONCLUSION ............................................................................................................................ 22
  (I)         Recommendations .......................................................................................................... 22
APPENDIX/ANNEXURE ........................................................................................................... 23
  (I)         Supporting Data ............................................................................................................. 23
      a) Graphs ............................................................................................................................ 23
       ............................................................................................................................................... 23
      b) Pictures........................................................................................................................... 24
       ............................................................................................................................................... 24
BIBLIOGRAPHY ........................................................................................................................ 29
REFERENCES............................................................................................................................. 29
  (I)         Name of the person ........................................................................................................ 29
  (II)        Position/Designation ...................................................................................................... 29
  (III) Contact Number ............................................................................................................. 29
  (IV) Email Address ................................................................................................................ 29
EVIDENCES ................................................................................................................................ 29
  (I)         Visiting Cards ................................................................................................................ 29




                                                                                                                                                       4
                                            Preface
       The project named Market Plan for the company Interwood Mobel (PVT) LTD is one of
the most worked projects by the members of Syndicators and includes the physical visit of the
company. The works included in this project are the Situation Analysis of the company, that is
Company, Customer, Competitor PEST, SWOT analysis and the type of the business run by the
company. It also includes Market Segmentation related to the given company and the
Alternative Strategies of the company. Then it covers the Selected Market Strategy of the
company, that is Product Range, Pricing Strategy, Placement of the product and Promotion of
the products manufactured by the company. Al last it includes the final conclusion made by the
members of Syndicators and the recommendations made by them. All the supporting data, that
is charts, graphs tables and pictures etc. are attached with the project report.
       The references and evidences collected are also provided by the report and all
necessary information, gathered regarding the persons the members of the group met and their
suggestions. This project is very useful for this company, because it will be presented for the
public and the persons agaist which it will be presented will get more knowledge and know-how
about the selected company.


Awais Ahmad
Sabahat Abid
Najm-ul-Hasan
Ghulam Asghar




                                                                                             5
                                  Acknowledgments

       We wish to acknowledge our parents, our teachers and especially COMSATS Institute of
Information Technology and Business Administration for the completion of the project. We wish
to acknowledge our instructor MS Faiza Rehman for giving us such an important project and for
her efforts for us to complete our project by providing us with the Project Outline. We especially
acknowledge our friends and members of group for their hard work and knownledge & skills
they provided for the work done. We want to thank our friend Mr. Abdul-Rehman, who referred
us to the Marketing Department of Interwood Mobel (PVT) LTD and who was the only person
through which we could enter the company. Lastly we want to be thankful to Mr. Jawwad Munir,
The Assistant Manager Marketing of the company, who provided us with the all useful and
possible information of the Marketing Strategy adopted by the company.




The Syndicators:


Awais Ahmad
Ghulam Asghar
Sabahat Abid
Najm-ul-Hasan




                                                                                                6
EXECUTIVE SUMMARY
        The project of designing a Market Plan for Interwood Mobel Private Limited, which is a
manufacturing business concern of furniture and wood items, includes the physical visit of the
company in order to collect the required information, as assigned by the COMSATS Institute of
Information Technology and Business Administration in the Project Outline. The company
has been doing woodwork and manufacturing furniture since last three decades. During this
period it has grown from strength to strength. It has a share capital of sixty five million rupees.
Furthermore, substantial investments have been made both in machinery and personnel to
achieve a better quality product at an affordable price. It has worked on a lot of major projects
like Dubai Palace, LUMS University and Habib Bank Limited etc. The visit by Syndicators
helped to gather the necessary information for Market Plan designed by all members of the
group. The person named Mr. Jawwad Munir having a designation as Assistant Manager
Marketing provided the information regarding the Challenges faced by the company. It also
helped to define the company goal, mission, culture and market share. The company has a
large number of customers including individuals and corporate bodies. The company has no
competitors within Pakistan yet. It is a Sales Tax and Income Tax Registered Company and the
status of this company is Private Limited Company. The nature of its business is that of
Manufacturers and Exporters. However, it also provides services in Pakistan. There are about
Nine Hundred persons employed by Interwood Mobel Private Limited. The strength of the
company includes that it is one and only company that manufactures the furniture of every kind,
whether it has luxurious or average type. However, one of the weaknesses is that it has not
more than three showrooms in Pakistan, which are located in Lahore, Karachi and Islamabad.
The company has a threat of low sale in recent days because of the alarming political and
economic situation of Pakistan. However, it is doing its utmost and possible efforts to increase
the sale even in such economic crises. The company has a great opportunity of growing its
business within Pakistan, till it will face its first competitor in Pakistan. The company has more
than one sectors of market, including local and foreign banks, hotels, embassies and business
houses. It does not provide any discount offer to its customers, because of already low prices.
There is no Co-branding or Re-branding involved in the company. The company has its
positioning in its customers’ mind as premium, because of cheap prices and high quality. The
products that it manufactures are wood floors, office furniture, doors, kitchens, computer
furniture, kitchen accessories, home furniture, school furniture, restaurant furniture, interior
design works, wardrobes, laminate floors and lamps. It gives eight years warranty to its
customers for the products it manufactures. The distribution of all these furniture items is direct
as well as retail. It provides no or a little after sale service to its clients. It also provides three
packages for the customers of various ranks. The advertisement media for the company is
chosen as through internet and the company’s website. It designs some promotional plans also
for launching the new product. Interwood Mobel Private Limited is also registered under the ISO
9001:2000 certification (attached herewith) and has provided with a certificate for that. It has
also provided with registration certificate under BS 476 part II certificate for Q-marks fire doors.
The company provides a complete one window solution for the home furniture items. The
company has provided services in a number of cities. It also has worked out of the country like
Maldives, India and United States of America. The prices set by the company for its products
varies due to a huge range of the products it manufactures. However, it states its prices as one
third and half of the prices of imported furniture items. The person whom the members met, also
has provided the video CD, in which the process of manufacturing and finishing is shown in
detail. The complete process of all departments and the process of finishing the final products is
shown in that video, which will be presented in front of public, with the permission of the
instructors. Interwood Mobel Private Limited has a clear objective, goal and mission to give the
best possible services to its customers and clients. This company has a lot of benefits and
opportunities to grow in Pakistan as well as other foreign countries. The company serves its
customers and clients to achieve a remarkable status in the world.




                                                                                                     7
INTRODUCTION TO THE COMPANY
       THE WONDERFUL WORLD OF WOOD; “INTERWOOD” produces kitchens, doors
wardrobes, office furniture, home furniture and wood flooring. Interwood also sells imported
laminate flooring with 8 years warranty and imported kitchen appliances. In fact all our products
are covered by our standard warranty.
       All Interwood products are made to highest quality standards (Comparable to the best in
the world). State of the art seasoning plants, machinery from Italy and Germany and the skill,
motivation, enterprise and dedication of Interwood personnel result in products whose Quality-
Price Ratio is unmatched by any Pakistani or Imported Product.
       Interwood is generally perceived as a company catering for the very rich. Nothing could
be farther from the truth. Take for instance Budget Home Package. It is the best offer ever made
and if you look at the 16 doors, one kitchen, 3 wardrobes and laminate floor, you will be really
amazed at the quality and unmatchable finish of these products.
       Similarly for the information of our friends who buy imported kitchens etc. Interwood
prices (with similar specifications) are between 1/3rd and half the prices at which you buy an
imported kitchen with equivalent, if not better quality.
       There is no or little after sale service available in this industry. Usually, these kitchens
products are imported by Fly-by-Night importers who vanish after a few years and are not
available to provide the necessary after sale service. Interwood has a full fledge Customer
Service Department and provides service and parts even after years.
       One should be careful about the claim that the kitchen/product is of Italian or other
European origin. Usually, only a minor part is from Italy/EU and the major portion is from
China/Local.
       It is the only company in Pakistan which will give you a complete solution for your home
i.e. doors, kitchen, kitchen appliances, wardrobes, wood and laminate floors. It is One Window
Operation. You don’t have to hire a carpenter. You will be amazed to see the savings in time
and money and of course the Unmatchable Quality is a bonus. The story does not end here. If
you want to have your home finished tastefully and economically, you can do it with our home
furniture. Thus Interwood provides a complete One Window Solution for your home.
       Interwood has a range/solution for every budget, that is, from the clerk to the CEO
everybody is taken off. The Budget Range takes care of the people looking for economic
solutions. The Crest Range is for people who want to be more elegant and can afford extra
expense. On top is the Executive Range for Executives and CEOs with Conference/Board
Rooms thrown in to serve ancillary functions.
       Intewood has an exciting range of education furniture. Whether it is LUMS, the Staff
College, CBM Karachi, Gift University or St. Mary’s School, FC College, Rupali, Lahore,



                                                                                                 8
Descon, Lahore, Haidri Homese, Lahore, Ibrahim Fibers Ltd. Lahore, UNDP, Atlas Bank, Lahore
School of Economics, Interwood has a solution for class rooms, Laboratories, Offices, Libraries,
Hostels and other furniture. This range is wide and varied; however, it also makes furniture to
client’s designs subject to reasonable quantities.
       The versatility of Interwood is apparent from the fact that it furnished and did the interior
work of Parliament Building, Maldives; Karachi and Lahore Airport woodwork and furniture bears
the indelible stamp of Interwood.
       Interwood is a Brand and Lifestyle which is affordable, aesthetically pleasing, durable
and comparable in quality and workmanship to the best in the world.




                                                                                                  9
COMPANY PROFILE
Name of Company                       INTERWOOD MOBEL (PVT) LTD
Full Address                          56-Sultan Mahmood Road, Shalimar Town
                                      Lahore, Pakistan
Telephone No.                         +92-42-6549123
Fax No.                               +92-42-6549126
URL                                   www.interwoodmobel.com
E-mail Address                        sales@interwoodmobel.com
Status                                Private Limited Company
Share Capital                         Rs. 65 million
Year of Establishment                 1974
Income Tax Registration No.           1316337-0
Sales Tax Registration No.            03-10-9403-003-37
Bankers                               Allied Bank Ltd. (Corporate Branch), Lahore
Types of Activity                     Manufacturers/Exporters
Name of the Chamber of Commerce       Lahore Chamber of Commerce & Industry
& Industry for which it is a member   11-Shahrah-e-Aiwan-e-Tijarat, Lahore, Pakistan
Membership No.                        36177-A
ISO Certification                     ISO 9001-2000 Certified (evidence attached)
Product Range                         1) Wood Floors
                                      2) Office Furniture
                                      3) Doors
                                      4) Kitchens
                                      5) Computer Furniture
                                      6) Kitchen Accessories
                                      7) Home Furniture
                                      8) School Furniture
                                      9) Restaurant Furniture
                                      10) Interior Design Works
                                      11) Wardrobes
                                      12) Laminate Floors
                                      13) Imported Kitchen Appliances
                                      14) Lamps
Number of Employees                   900
Name of Contact Persons               A. Latif Malik
                                      (General Manager)



                                                                                       10
                             Omar Farooq
                             (Production Director)
                             Khwaja Farooq
                             (General Manager Commercial)
Lahore Showroom:
Full Address                 7-Babar Block, New Garden Town,
                             Lahroe-54669, Pakistan
UAN                          111-203-203
Telephone No.                +92-42-5832463
Fax No.                      +92-42-5838481
E-mail Address               sales@interwoodmobel.com.pk
Name of the contact person   Abdul Mustafa
                             (Sr. Manager Showroom)


Karachi Showroom:
Full Address                 C-8-C, 26th St. Touheed Commercial Area,
                             Phase-V, D.H.A, Karachi, Pakistan
UAN                          111-203-203
Telephone No.                +92-21-58246314
Fax No.                      +92-21-5824316
E-mail Address               sales@khi.interwoodmobel.com.pk
Name of the contact person   Ali Farooq
                             (Director)
Islamabad Office:
Full Address                 House No. 454, Street No. 10,
                             Sector G-10/2, Islamabad, Pakistan.
UAN                          111-203-203
Telephone No.                +92-51-2538346
Fax No.                      +92-51-2100243
Cell No.                     +92-321-5152929
E-mail Address               iwm-isb@iwm.com.pk
Name of the contact person   Mrs. Saima Sayyad
                             (Manager)




                                                                        11
THE CHALLENGE
        Interwood Mobel (PVT) LTD is the only company in Pakistan that produces all wooden
items such as wooden floor, office and home furniture and hotel furniture. The challenge faced
by the company is that of producing furniture for almost all kind of people and corporate bodies
and according to the needs of all businesses, offices and homes. Interwood has a solution for
marketing the new product, when it is introduced on the internet. Interwood has new and latest
plants for cutting, grinding and finishing the wooden items. It produces goods, which cannot be
manufactured by any other company, if any, producing the same products. The quality of
products introduced and launched by Interwood is unmatchable.


SITUATION ANALYSIS

(I)     Company Analysis
a)      Goals
        The goal of Interwood Mobel (PVT) LTD is to give the customer best value for money.

b)      Focus/Vision/Mission
        Interwood Mobel (PVT) LTD strives to become a world-class manufacturer of furniture,
kitchens, doors etc. The company is committed to a constant improvement in the designs,
systems and quality of our products. The earnest endeavor of Interwood is to upgrade the skill,
knowledge and standards of living of all employees to international standards.

c)      Company Culture
        Interwood has separate departments for manufacturing and serving. Every department
has separate duties assigned by the administration. So the culture of this organization is overall
effective.

d)      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 everyday some new customers purchase the products
of Interwood and is served by Interwood.


                                                                                                12
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
Interwood.


(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
a)      Macro Environment (PEST Analysis)
        i)     Political Environment
               Almost all companies are affected by Political Environment. Unfortunately,
        Pakistani Political Environment is not stable. So Interwood is also a part of the
        companies affected by the Political Situations of Pakistan.




                                                                                               13
       ii)      Economic Environment
                Same as previous, the Economy of Pakistan is also not stable. Interwood is also
       affected by the Economic Environment of Pakistan. However, it maintains its position
       against economic changes in the country.
       iii)     Social Environment
                The society of Pakistan has almost every kind of people. Some of these are
       trying to find economic solutions, some of these can afford extra expense and some of
       these want luxurious goods. Interwood has a solution for all type of people for which, it
       has made various ranges. All of the above social factors affect the market of Interwood.
       So it has to change its product type with the change of societal factors of Pakistan’s
       economy.
       iv)      Technological Environment
                The customers needs and wants change due to change in technology. Interwood
       has a complete solution for such customers who want any type of product, that is
       manufactured by latest technology and development. Interwood manufactures furniture
       with latest technology and plants which are purchased from the countries abroad like
       Germany, Italy, Japan, Korea and USA.


(VI) SWOT Analysis
a)     Strengths (Internal Environment)
       First and the major strength of Interwood is that it has a large number of customers
including local and foreign individuals and corporate clients. Secondly, it manufacturers unique
products, that can not be manufactured by any other company, if any, which is the competitor of
Interwood. Interwood has a reward of completion of all major projects on a wide scale. The
products of Interwood are liked and purchased by a large number of Pakistani and foreign
clients due to the unique style, comfort and cheap rates.

b)     Weakness (Internal Environment)
       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.

c)     Opportunities (External Environment)
       As Interwood has no competitors in Pakistan, so it has a great opportunity to grow its
market in Pakistan. It can increase its sale and can capture the market of Pakistan. Not only
Pakistan, but it can also capture the market of the whole world, as its products are globally liked
and accepted.




                                                                                                   14
d)       Threats (External Environment)
         The one and only threat, that a company may face, is that of low sale due to current
Political and Economic situation of Pakistan. Secondly, it has a threat of facing its competitor,
when formed. At that time, it will have to change its marketing policies.


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




                                                                                                    15
(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.



                                                                                                 16
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.


                                                                                               17
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.




                                                                                                   18
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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)




                                                                                                  21
(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.


CONCLUSION

(I)     Recommendations
        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……!!!




                                                                                             22
APPENDIX/ANNEXURE
(I)                      Supporting Data
a)                       Graphs

                                           MAJOR WORKS EXECUTED

                        70

                        60
     AMOUNT (MILLION)




                        50

                        40

                        30

                        20

                        10

                        0
                             2006




                                                       2007




                                                      YEAR




                                                                  23
b)   Pictures




                24
25
26
27
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BIBLIOGRAPHY
        The followings are the reference material, from where the information is collected:
        i)     Company Profile (Privided by the company)
        ii)    Compnay URL (www.interwoodmobel.com)
        iii)   Video CD (Provided by the company)
        iv)    Project Outline


REFERENCES

(I)     Name of the person
        The person from whom the information is collected and to whom the members met is Mr.
Jawwad Munir.


(II)    Position/Designation
        The designation of the person was Assistant Manager Marketing.


(III)   Contact Number
        The cell number provided by the same person was +92-323-4058018


(IV) Email Address
        The email addresses provided by the person were:
        Jawwad.1pk@gmail.com
        sales@interwoodmobel.com


EVIDENCES

(I)     Visiting Cards
        Attached herewith please.




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