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6) STP of Godrej Interio Segmentation

Godrej Interio targets large organizations, MNCs, PSUs, and educational institutes for their office cabinets. Their target market uses office cabinets. They position themselves on high quality products, free delivery and installations, and managing resources for a greener world. Godrej Interio has an omni-channel distribution network of over 800 dealers across major Indian cities, 53 company-owned stores, and 5 B2B display centers in major cities. They also offer recycling services through their Wecycle program which recycles retired furniture into raw materials.

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376 views5 pages

6) STP of Godrej Interio Segmentation

Godrej Interio targets large organizations, MNCs, PSUs, and educational institutes for their office cabinets. Their target market uses office cabinets. They position themselves on high quality products, free delivery and installations, and managing resources for a greener world. Godrej Interio has an omni-channel distribution network of over 800 dealers across major Indian cities, 53 company-owned stores, and 5 B2B display centers in major cities. They also offer recycling services through their Wecycle program which recycles retired furniture into raw materials.

Uploaded by

gauri
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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6) STP OF GODREJ INTERIO

SEGMENTATION
MNC'S
1) Siemens
2) Colgate Palmolive
3) Aventis

PSU
1) IFFCO
2) BHEL
3) GAIL
LARGE CORPORATIONS
1) Reliance
2) TATA
3) Bharti Airtel

GOVERMENT ORGANISATIONS
1) Delhi metro
2) Mumbai Highcourt

SPORTS BODIES
1) BCCI
2) MUMBAI CRICKET ASSOCIATION
3) IPL

TARGET MARKET
Godrej Interio targets the large organization for their office cabinets. Office cabinet is that type
of product which is used in any office. We will only target those organizations, where office
cabinets are used like, PSU, MNC’s, etc. We will also target Big Education Institutes.

POSITIONING
High Quality Products
Free delivery and installations
Managing resources for a greener world
SECTION-7
b) PRICING STRATEGIES
Pre- Determining estimating for Standardized Products referenced in the Catalogue.
Standardized product Customized

Based on Variation in the product for the


Estimating is done based on:
Rivalry Faced
Relationship with the client
Method of Purchase
BASIS FOR PRICING
DIRECT: Giving discounts to customers based on mutual understanding
TENDRING: A tender is the price supplied by the tenderer to the customer or client for the
supply of goods and services.
Discounts up to given 20-25% at time.

d) DISTRIBUTION CHANNEL
Godrej interio propelled its internet business tasks to encourage development of their business.
With a solid retail system of organization possessed showrooms and seller outlets across India,
the most recent help offering will additionally reinforce the brand's scope by covering 2,000
additional urban communities.
Anil Mathur, Chief Operating Officer, Godrej Interio says, "We have not propelled our site for
an unadulterated web based business play, yet more to keep up an omni channel nearness."
Conveying channel of Godrej Interio is an Omni channel. omni-station - is a multichannel way to
deal with deals that tries to give clients a consistent shopping experience, regardless of whether
they're shopping on the web from a work area or cell phone, by phone, or in a physical store.
CHANNEL FLOWS
Godrej has an 800+B2B Dealers across all major cities of India
53 COCO Stores – COMPANY OWNED COMPANY OPEARTED
45 DOCO Stores – DEALER OWNED COMPANY OPEARTED
2 SCRIPT Stores – 1 in Delhi and 1 in Bangalore
5 B2B Display Centers- Mumbai, Pune, Delhi, Chennai, Bangalore
U & US 7 STUDIOS- 1 in Mumbai, 1 in Thane, 1 in Navi Mumbai, 2 in Pune, 1 in Hyderabad, 1
in Bangalore

E) SERVICE MANAGEMENT
Recycling: Wecycle
Godrej Interio 'Wecycle' program is a recycling service launched by Godrej Interio for all its
retired home and office furniture products. The furniture is meticulously processed and
transformed into raw materials for other products.
 

PROBABLE END
MATERIALS >> METHODS >>
APPLICATION
Wood Segregation, shredding, pyrolysis Fuel
Metal Melting Metal
Chopping and melt processing
Plastic Bottles, toys, buckets
(granules)
Mattresses, oil spill
Foam Shredding
absorbents
Clothes, oil spill
Fabric Shredding, reuse by stitching
absorbents
Packaging Reshredding, pulping Newspaper, tissue bags
 
With Wecycle, Godrej Interio's green effort is finally complete, accepting full responsibility
for the environmental impact of all its products. Clients can now ensure that their waste
furniture is responsibly recycled and acquire brand new eco-friendly furniture in one step.
H)  PURCHASE/BUYING FUNCTION

DECISION MAKING UNITS(DMU) IN THE ORGANIZATION= Who will take decisions in


the organization. In this case, Purchase Manager or say Finance Manager take decision
regarding the business.

VENDOR’S SELECTION AND EVALUATION

SUPPLIER MAPPING BASED ON DORMANT VS IMPRESSION

Low Dormant High Dormant


High High
Impression Impression

Low Dormant High Dormant


Low Low
Impression Impression

Godrej Interio selects, High Dormant High Impression suppliers for their Capability
Enhancement
Advantages: -
1) Increment in business share of the Suppliers.
2) Ease of doing common process
3) Reduction in the cost of supply chain management

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