2014

Style & Comfort

Furniture Showroom

Marketing Plan

Prepared by:
Submitted to:
Institute of business Administration
University of Sindh, Jamshoro

Table of Contents
Introductory Page ............................................................................................................................... 3
Co-owners: ...................................................................................................................................... 3
Description of business: .................................................................................................................. 3
PROFILE ............................................................................................................................................... 4
Executive Summary................................................................................................................................. 5
Environmental and Industrial Analysis.................................................................................................... 6

Prepared & Submitted by

Trends in Materials, Colors
and Shapes
..............................................................................................
7
Sumair
jiskani
Baloch
Materials ............................................................................................................................................. 7
MBA/2K13/162
Future outlook &Trend ....................................................................................................................... 6

Analysis of Competitors ...................................................................................................................... 8

Market Segmentation .......................................................................................................................

Submitted to: Sir Ahsan Shaikh

Industry & Market Forecast ..............................................................................................................

Description of venture ......................................................................................................................

Description of business operation ....................................................................................................

Style & Comfort]

Table Of Contents
Situation Analysis .............................................................................................................................. 10
TWOS Analysis................................................................................................................................... 11
Threats .............................................................................................................................................. 11
Weaknesses ...................................................................................................................................... 11
Opportunities .................................................................................................................................... 11
Strengths ........................................................................................................................................... 12
Marketing strategy............................................................................................................................ 12

Maximize profit margin............................................................................................................. 12

Quality leadership ..................................................................................................................... 12

Long relationships with customer............................................................................................. 13

Communication objective ......................................................................................................... 13

Product .............................................................................................................................................. 13
Pricing................................................................................................................................................ 14
Distribution Channel ........................................................................................................................ 15
Promotion ......................................................................................................................................... 16
Budget ............................................................................................................................................... 16
Electronic Media ........................................................................................................................... 16
1. Internet: .................................................................................................................................... 16
FB Adverts: .................................................................................................................................... 17
2. Television: ..................................................................................................................................... 17
Local Channel .................................................................................................................................... 17
Print Media ....................................................................................................................................... 17
Competitive comparison ................................................................................................................... 18

Marketing Plan

Style & Comfort]

Style & Comfort Furniture

Shop #6 Salman tower
Main Authobhan Road Latifabad #2 Hyderabad
Tel: +92 22 3739 213
www.style&comfort.com
Introductory Page
Co-owners:
Style and comfort furniture showroom will be established as a partnership. Style and comfort
is owned by 4 partners and operated by the most skilled managers and employees and also
workers. This ownership will add to our personalized image and enhance our reputation for
quality work. It will be registered with the country as style and comfort furniture showroom.
Description of business:
The best choice for your unique style!
Style & Comfort is a new enterprise that will provide expertise, quality and unique style
furnitures .It will launch in the year 2015.Style & Comfort furniture manufactures basic,
durable home and office furnishings. Principal among these is a line of rosewood (shesham)
dressers, bed sheds, dining tables, chairs, and home entertainment centers
Style & Comfort Furniture will strive for the ultimate in unique class, l

Marketing Plan

Style & Comfort]

PROFILE

Name
Address

Style & Comfort

Shop #6 Salman tower

Website

www.style&comfort.com

Form of Business

Partnership

Product Type

Wooden Furniture

Brand Name

Style & Comfort

Physique

Attractive Brand Logo,

Quality Protective

Culture

Corporate Image

Mission

is to produce exceptional
products with lasting value
at the right price with an
optimum level of comfort.

Marketing Plan

Style & Comfort]

Executive Summary
The new furniture showroom is Style & Comfort. The choice for your unique own style!
Style and comfort furniture showroom will be established as a partnership business. It will
locate at autobahn road Latifabad Hyderabad. It will own by 4 partners. It will start in 2015
with quality full furniture in various designs of pure Rosewood.
We take a marketing plan which is for one year. The total Investment is about the 3.5 million
comprising equal contribution of partners and we hope we can establish our brand within one
year and till that time hope that our profit will reach 2.5 million. We produce and sale five
types of furniture like bed set, sofa set, dining table and wardrobe, etc.
We use adequate amount for our establishment in advertisement and promotion. Initially we
spent more than 25000 rupees for advertisement. And for that we hope we can establish our
brand name within one year. We will use different sources to communicate target market. We
will use those sources on that the more customer attract like Local Cable and when we lunch
any scheme in Furniture we use pamphlets to aware their customer.
We launch new product on the 3 year later when our company will stay in maturity stage of
product life cycle.
Our main target area will be Latifabad, but after this we will cover whole city Hyderabad.
Our target customers will be the upper class and upper middle class we promise we will
provide expertise, quality and unique style furnitures for our customers.

Marketing Plan

Style & Comfort]

Environmental and Industrial Analysis

Government of Pakistan is taking many initiatives to stabilize the economy of Pakistan and
resolving other issues. State Bank of Pakistan has presented a good monetary policy this year,
due to that GDP is raising. This year GDP is comparatively better than the previous 5 years,
but it is still too low to compare it with other developed and developing countries. According
to strategic position of Pakistan, it needs to have a companion who can share its investments
with Pakistan. Considering all the factors it is very difficult for Pakistan to come out of these
crises alone because it is difficult to win war against terrorism or leaving it. Energy crises
will take time to cover up them; political situation is moving towards stable side.
Today the crafted furniture can also be polished in different tones and finishing such as matte,
natural or antique which can enhance the look. The recent trend has been towards deco-paint
colorfully paints the pieces to better fit the customers space. In addition the fabrics can also
be selected by the customer or left to the designer to decide.
Future outlook &Trend
In all furniture styles some significant trends are:
Individual items of furniture can be used for different functions: flexible seating for sitting,
reclining or sleeping; modular wall systems and living room systems. Although newer homes
are being built for smaller-sized households, there is a demand for larger sized furniture,
particularly loungers or large sofas. People like to stretch out on sofas now rather than sitting
in the more traditional way.
Furniture for older people with a focus on comfort (e.g. higher seats).
Part of the trend of making more use of the home space is to extend the home into the
garden or onto a patio or veranda.
Many households are full of furniture, so rather than overloading their homes, consumers
are looking for something with a simple elegance to achieve less is more.
Combined with this simple functionality, consumers want some emotional attachment with
the item. For example, LED illumination to enhance simple cabinet, invisible loudspeakers in
internal doors, new coverings on handles that feel good to touch, flat screen TVs which
almost disappear into surroundings when not being used.
Small visible legs, made of metal or wood, are an important feature at the moment for living
6

Marketing Plan

Style & Comfort]

room chairs, couches, armchairs and cupboards and small tables.
Trends in Materials, Colors and Shapes
Home furniture and furnishings are becoming more colorful. The colors used in upholstery
furniture fabrics, and cupboard and cabinet fronts are loud and bold. The design and form
concept in upholstered furniture remains voluminous. As far as materials are concerned, there
is decrease in the use of cherry in new lines. However, cherry, along with oak and walnut, are
key materials for products at the high end of the market. The shift towards furniture that is a
fusion of wood with materials such as steel, glass and other fabrics is now even more
pronounced. The vogue is still very much for the dark, exotic look with oak and other wood
species presented in a number of guises, striped effect to emulate zebra no, heavily lacquered
and most popular of all, stained dark, almost black. Modern technology is enhancing pieces
with improved finishes and high-tech options.
Materials
Woods: Interior parts and primary and secondary frames of most items are made from lower
quality wood like birch, ply and laminates, while for exposed surfaces fine timbers are used.
Lighter hard woods such as oak, beech, maple, alder, birch, cherry and hickory have proved
more popular than pine. Rattan: fine wickerwork, bamboo, hemp, abaca and sea grass
continue to be important materials, which are increasingly used in natural interiors. Metals:
the metallic, hi-tech or industrial look is popular in furniture, being an eye catching element.
Metals in simple forms are often combined with wood or glass. Stainless steel, chrome,
wrought iron, aluminum and copper have become popular in the past few years. Glass:
smoked glass and other opaque finishes, rather than clear(cold) glass is popular. Natural and
acrylic glass is increasingly used in combination with other materials in tables, cabinets etc.
New materials: Experiments are done with new materials: polycarbonates in matt finish,
high gloss, transparent and in many colors. Also, recycled polyester is increasingly being
used in modern items.
Fabrics: these are softer in texture and appearance, with single light natural colors used as
a basis. Small motifs, textured look, geometric or large colorful designs are possible. Floral
designs, micro-fibers are still common and (soft) hi-tech fibers are gaining importance.
Finishes: There is a trend towards high gloss finish in many colors for tables and Chests.
7

Marketing Plan

Style & Comfort]

There is also much use of polished, laminates, satin-finish, acid-etched, painted glass with
neutral or bright colors; opaque lacquers; painted and enameled steel; anodized, polished and
mat aluminum.
Analysis of Competitors
There is currently seven new furniture showroom in the city. Only three of these could be
classified as luxury furniture showroom. The largest of these is living Luxury furniture. The
main competitor, living Luxury furniture, will be the most significant competitor. Style &
Comfort expects to take market share from each of the competitors with a high profile
commitment to customer service. Style & Comfort acts as dealer for a prominent national
marque that enjoys a strong following among others.
Market Segmentation
According to Pakistan Economic Census 2005, out Of the total 583thousand manufacturing
industries covered in the census, 10.8% were in Wood & Wood Products including furniture.
According to the census, in the urban areas the share of house hold establishments in wood
products including furniture manufacturing was about 8% of the total household
manufacturing industries. Area wise analysis also depicts the similar trends. Pakistans
furniture industry has been expanding says TurhanBaig Mohammad, Founder of All Pakistan
Furniture Exporters Association. Consumer spending in Pakistan has increased by an average
of 26% in the past three years, according to a Bloomberg report published on November 21,
2012 a strong reflection of the ongoing retail boom
Industry & Market Forecast
The demand for wooden furniture is increasing in the domestic market as well as in the
international market due to its traditional appeal and durability despite the introduction of
new materials in furniture manufacturing. Furniture Showroom is a viable profitable business
if done properly on Commercial basis. Demand for household and office furniture is growing
considerably as socio-economic development is taking place. With the rapid increase in the
development of new housing schemes, the increased demand of wooden furniture is also
anticipated. According to the National Housing Policy 2012 house construction was to be
raised by 500,000 houses per annum. Furthermore, introduction of new schemes by different
banks for house and consumer financing have also raised the purchasing power of general
public. Furniture, which is given as dowry, forms the major portion of sales of furniture in
Pakistan. As a result, the demand for household furniture increases substantially in winter and
8

Marketing Plan

Style & Comfort]

spring season due to weddings. Domestic/office requirements and trend of dowry in the form
of furniture considerably increase the need for quality furniture. Major trading partner of
wooden furniture manufactured in Pakistan are USA, UK, Japan, UAE and earning
substantial foreign exchange for the country and contributing towards the strengthening of
economy
Description of venture
Style & Comfort Furniture is dedicated to providing designers in the home furnishings and
hospitality trades with the finest quality custom furniture. From the design phase and choice
of materials all the way through the manufacturing and finishing process, Style & Comfort
Furniture strives for the ultimate in class, luxury, and comfort. Our passion and role is to
support the vision of the worlds most extraordinary designers and the interiors that they so
masterfully create. Style & Comfort's philosophy and business model are founded upon the
principle of freedom to realize the most imaginative design dreams through the power of
exquisite furniture.In addition Style & Comfort furniture has a full service for their customer
with a strong reputation for quality and serviceStyle & Comfort furniture holds exclusive
rights to use the business name "Style & Comfort furniture showroom"
Going into business is a very promising career option for people of all ages. Style &
Comfort Furniture reason to go into business is to generate an income and jobs for other
community. Generate an income is one of the great reason for going into business. More and
more jobs are requiring the help of a business professional so there is almost always a job to
be had in the world of business.
Style & Comfort Furniture have several key to success when starting a furniture
company. Entrepreneurs are constantly making decisions to be successful that will affect their
furniture business in the short and long terms.
The first key element that Style & Comfort Furniture will be successful into furniture
business is to Focus. You cannot be everything to everyone, so you need to focus on
the key features you will provide. Style & Comfort Furniture will sell quality
furniture; we might choose to focus on quality and speed and not try to be the
cheapest
The key element for successful is Customers. The customer is the keyto any business.
Without customers, you won't have a business one way to measure the customer focus
9

Marketing Plan

Style & Comfort]

of Style & Comfort Furniture is to survey customer satisfaction. Style & Comfort
Furniture will adding value to their customer's life by actually delivering what
customers want, and to fulfill their satisfaction
The last key element for successful in furniture business is Profitability. Business all
boils down to profitability. Style & Comfort furniture business will get enough profit
margins in future for successful in furniture business. Style& Comfort furniture
making enough profit on each individual piece of furniture and selling enough
quantity.
Description of business operation
How furniture is made primarily depends on its type - industrial production or handcrafting.
In the first case, most of the work is done by the machines which cut the pieces of wood or
other material used to set dimensions and in the end, pack them into cardboard boxes to
facilitate transportation to both the retail stores and from the stores to the buyers. But style
and comfort bought semi furnished furniture instead of raw material so this all process are not
done in style and comfort furniture showroom.

Situation Analysis
Style & Comfort is a new enterprise that will provide expertise, quality and unique style
10

Marketing Plan

Style & Comfort]

furnitures .It will launch in the year 2014. . Principal among these is a line of rosewood
(shesham), bedroom set, dining set, drawing room and wardrobe.
Style & Comfort Furniture will strive for the ultimate in unique class, luxury, and comfort

TWOS Analysis
Threats
Narrow market, as target market is high class.

Quality & design of the Furniture needs to be considered very closely as the lifestyle
of people is improving.

Increased Competition

Weaknesses
Lack of Brand Awareness

Similarity of packaging

Very strict quality control required.

Opportunities
Growing number of customers

Creation of Loyal customers

Increasing customer awareness

Rise of the brands value

Increasing preference for the high quality products.

11

Marketing Plan

Style & Comfort]

Construction/Renovation of houses and Offices create new opportunities.

Strengths
Availability of Cheaper Labor & Raw Material.

Growing Local Market both in organized and un-organized sectors of the Furniture
Industry.

High quality Furniture using high quality Raw Material.

The life style of the people is improving and they are getting more
qualityconscious and are willing to spend more on their houserenovation/decoration.

Market penetration through high quality and heavy promotional activities

Own designer who could help to create better furniture designs

Marketing strategy
Our marketing strategy assumes that we need to go into specialty channels to address our
target customer's needs. The tie-in with the high-end quality catalogs like Sharper Image is
perfect, because these catalogs cater to our kind of customers. We position as the highest
quality, offering status and prestige levels of purchase.

The product strategy is also based on quality, in this case the intersection of technical
understanding with very high quality woodworking and professional materials, and
workmanship.
Our most important competitive edge is our assembly strategy, which is based on interlocking
wood pieces of such high quality that assembly is not only a pleasure for our customers; it is
actually a feature that enhances the sense of quality.
Our marketing objectives
Maximize profit margin
Objective of the Style & Comfort is to provide high quality product and satisfy our customer
by our product. We will take premium price to our customer other than our competitors. Thus
we will try to maximize our product.
Quality leadership
The main objective of Style & Comfort that its responsibility to provided best quality what
we will promise to our customers. Style & Comfort sets main objective to provide quality

12

Marketing Plan

Style & Comfort]

products that satisfy the customer need and their requirement. So Style & Comfort will
deliver the quality product.
Long relationships with customer
We will try to provide superior value to our customer what we have promised through
advertising. So we believe the customers will be loyal to our brand and build long term
relationships.
Communication objective
We will use different sources to attract their customer. The objective of Style & Comfort is to
create awareness in our customer about our new product. Style & Customer also tells their
customer that they provide pure wooden furniture to their customers.

Strategy marketing objective

To increase advertisement activities.

To redesign packaging to a more attractive and familiar.

To make innovation in product so that it become more portable and in convenience

oriented form.

To improve product quality as ever provide

To maintain positive and steady growth each month.

To experience an increase in new customers i.e. we have to ensure that our products
have a high trial rate which will help us to turn these new customers into long term
customers.

Product
The primary product line for Style & Comfort furniture is the luxury furniture models
produced. Style & Comfort furniture product line is rather extensive, we have complete set of
bedroom, dining Room, and drawing room, amounting to over 20 items including, chairs,
stools, dressers, book shelves, mirrors, screens, side tables, dining tables, lounges, etc with
our finely crafted furniture. Because of the large quantity of items and styles, it is not feasible
to stock all these items; however, any of these items can be purchased from Style & Comfort
furniture by special orders.

13

Marketing Plan

Style & Comfort]

Pricing
Our products prices are given below by categorically:-

Dressing Table

Price

Small

30,000

Large

55,000

Bed Set
Single

55000

Double

83,000

Wardrobe
Small

30,000

Large
Sofa Set
4 Seated

52,000

7 Seated

85,000

Dining Table

14

4 Seated

60,000

8 Seated

10,5000

Marketing Plan

Style & Comfort]

Distribution Channel
Subcontractor

Finishing
process &
Warehouse

Outlet

Final Customers

15

Marketing Plan

Style & Comfort]

Promotion
Style & Comfort will use different sources to communicate their target marketing. We will
use those sources on that the more customer attract like Local Cable and when they lunch
any scheme in Furniture they use pamphlets to aware their customer.
Style & Comfort will use the channel to attract the customer and give fully information about
Furniture through these Electronic media. As our target consumers are middle and upper class,
for this reason we promote our product to give advertise in television.
Budget
Total Promotional Budget

50,000

Budget Electronic media

37, 500

Budget Print Media

12,500

Electronic Media
We choose some media for our products advertising. This are

Internet

Television

1. Internet:
We use internet based advertising like Facebook. In facebook there have so much visitor every
day. And the total amount of visitor from this website is more than 10, 00,000 visitor every day.
And this the most effective advertising plot for us.

16

Marketing Plan

Style & Comfort]

FB Adverts:
Per day cost

500

Number of days

15

Total cost

7500

2. Television:
. Television is also a most popular media item. Every people of Hyderabad use it for
entertainment. And its our platform to advertise our product. We use Channel HCC for our
advertising

Local Channel
Channels
1
Cost per Day

2000

No: of days

15

Total cost

30,000

Print Media
Broachers
Amount

5,000

Size

(11* 8.5)

Cost per Broacher

2.5

Total Cost
17

12,500
Marketing Plan

Style & Comfort]

Competitive comparison
Within our niche we have only one significant competitor, Luxury Furniture. Luxury is a
showroom recently established their marketing is better than its product quality. Luxury
furniture is the market leader and we are the follower because we are new in this market. But
to stay in market we use our quality to attract our consumers.

Our competitor profile is given below

LuxuryFurniture showroom.

Strengths: Good marketing, strong advertising budget.

Weaknesses: The product is more standardized, and of lesser quality, with less sense of
design and materials and workmanship.

18

Marketing Plan