Market Plan For Interwood - : 1. Current Marketing Situation
Market Plan For Interwood - : 1. Current Marketing Situation
Market Plan For Interwood - : 1. Current Marketing Situation
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
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
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.