Abdur rehman
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This document provides information about Interwood, a leading Pakistani furniture brand. It discusses Interwood's product range, target markets, and marketing strategies. The key points are: 1) Interwood produces a wide range of furniture including office, home, and kids furniture as well as kitchens and flooring. It furnishes major companies and educational institutions. 2) The document focuses on modifying the marketing mix for Interwood's Fawn TV stand by adding features like speakers, wheels, and sockets. 3) The proposed modifications include lowering the price to between Rs. 40,000-65,000, placing the product in electronics showrooms, and promoting it through social media, TV, magazines and newspapers
Abdur rehman
- 1. INTERWOOD Presented by: Muhammad Abdur Rehman
- 2. INTRODUCTION It is the Pakistan’s leading furniture brand, appliances & accessories brand that covers a wide array of product categories, namely: Office Furniture, Home Furniture, Kids Furniture, Kitchens, Doors, Wardrobes, Flooring and Lifewares. They are furnishing the needs of Allied Bank, Marriott Hotel, McDonald’s, Bahria Town, PepsiCo, Nestlé and many more. They also furnish the educational institutes like IBA, LUMS etc. They have showrooms at Lahore, Karachi and Islamabad.
- 3. MISSION STATEMENT Interwood Mobel (PVT) Ltd. Strives to become a world-class manufacturer of furniture, kitchens, doors etc. We are committed to a constant improvement in the designs, systems and quality of our products. Our goal is to give the customers best value for money.
- 4. SWOT ANALYSIS • Strengths: Quality and Design • Weakness: Promotion, After sales Services • Opportunities: New Designs • Threats: Competition
- 5. TARGET MARKET Mostly Adults are the Target Market of Interwood Furniture. Maybe People of 30+ years age.
- 6. THE PRODUCT OF INTERWOOD THAT I WILL BE MODIFYING IS: FAWN TV STAND
- 7. MARKETING MIX Product: Simple Tv stand Modern design for TV/LCD upto 50’’ It also has additional space for TV accessories. It can be placed at bedrooms, living rooms and Dining rooms as well.
- 8. MARKETING MIX Price: Price Skimming Strategy Its is for Rs 21,300. It is quite high price for a simple TV stand.
- 9. MARKETING MIX Placement: Exclusive Distribution They have their tastefully displayed showrooms at Lahore, Karachi and Islamabad They also export their products to UK, Norway, Spain, Africa, The Middle East and India.
- 10. MARKETING MIX Promotion: • No Tv ads • Banners • Magazines • Newspapers • Social media
- 11. MARKET SEGMENTATION Demographic: Adults, more than 30 years age. Geographic: Mostly Urban areas, Big cities like Islamabad, Lahor and Karachi Psychographic: Elite or Upper class People Behavioral: Mostly in Wedding Seasons.
- 12. COMPETITORS Index Furniture: •Product: Bedroom, Living room, Kitchen, Office. •Pricing: Prices are high, Tv stand like FAWN is for Rs 30,000 •Promotion: Magazines and social media •Placement: They obtained sole distribution rights for Pakistan and introduced our founding showroom in Karachi, 2006. Over the course of a decade, they’ve expanded our presence nationwide into Islamabad (2014), Rawalpindi (2015) and Lahore (2016).
- 13. COMPETITORS Wood Creations: Product: Bed rooms, Kids rooms, Kitchen, Doors and Office Furniture Price: Prices are low as compared to interwood. Same stand is for Rs 17,500 Placement: Exclusive Distribution Promotion: Magazines
- 14. COMPETITORS PROFINE (indirect) Product: Table&desks, Chairs, Institutional, Sofas, Meeting tables etc Price: Prices are high for Office Furniture. (Skimming) Promotion: Social media and Magazines Placement: Its outlets are in Lahore, Rawalpindi-Islamabad
- 15. COMPETITORS Contradictions: Products: Seats, Tables, Cupboards, Mirrors, Frames etc Prices: Prices are high (Skimming) Placement: Its showrooms are in Karachi (Ocean Mall & Dolmen Mall) Promotion: TV, Social media, Magazines.
- 16. MODIFIED MARKETING MIX Product: Speakers are added Small wheels are added Led Strips are added Ups will also be inserted in TV stand (Optional) Electric sockets will be added.
- 17. NEW MODEL Sockets Drawers WheelsUPS Speakers Rack for dvd players e
- 18. MODIFIED MARKETING MIX Price: Price will be low as compared to Interwood’s Existing Product. Its Price will range from Rs 40,000- Rs 65,000 The price will vary because of different quality of speakers added Optional UPS, Rs 10,000 additional will be charged.
- 19. MODIFIED MARKETING MIX Placement: Same as Interwood’s Existing strategy Only in Islamabad, Lahore and Karachi Tv stands will be given to Led showrooms for promotions
- 20. MODIFIED MARKETNG MIX Promotions: Social Media TVs TV ads (Celebrity Endorsements) Magazines Newspapers
- 21. THANK YOU FOR LISTENING!