Sales Management

Elegant
Furniture
Case Group 5
1 2020JULB01209 Adarsh
2 2020JULB01178 Adisha
3 2020JULB01201 Eshwar
4 2019JULB01278 A.Suneel Kumar
 • Chimanbhai Mehta a successful cloth trader put his son in a
business school in 2003 so that he can do some business
later.
• They both were looking for a business to invest in and then
decided to invest in a furniture business.
• Aditya , his son analysed the market and decided to invest
into modular kitchen business and they came up with a
name i.e. elegant business.
• Then they had to apply for business loan for which they met

Case Naveen shah the manager of Indian Bank, where they were
informed that loan will be given based on the impact of
their business idea but not the financial criteria.

Overview • In order to understand the market Aditya proposed to have

a market research which costs 3.5 lakhs. Chimanbhai
disagreed on this plan but still said yes.
• After the market research they had an analytical structure
of how people do investments on their kitchen.
• Chimanbhai got angry on the result as according to him
these structures are nothing new and his son made a wrong
investment of 3.5 lakhs
MVC Model-Market, Value Proposition and Connect

 Market:
 Market is a choice and involves decision making.
 Customers:
 New Kitchen – 65% of the Kitchen spend
 Of the 65%, 50% goes into cabinetry
 Competitors:
 A competitor should be the one with whom we can differentiate and sustain the
differentiation.
 Collaborators:
 We have chosen builders and hardware stores as collaborators for this case.
Value Proposition:
It is important to gather the consumer’s insight by asking what does the
customer want to achieve when he/she buys our product.
We must also compare our product with the competitor’s product on the
basis of the parameters that matter to the customer.

Connect to Market:
 It is important to be where the customers and sell the way customer wants
to buy.
Giving new and latest design ideas to the clients
Hiring right people in the company.
Know customer pain points and work on it.
 Buying Journey:
 (Decision Maker: Housewife who has booked a new flat)
 Booked a new flat
 Occupation date nears
 Searches for choices
 Chooses model from catalog
 Negotiates
 Advance

 Analysis report:
 65%  of what people spent on their kitchens was for “new  kitchens”.
The rest 35% was on re-doing or repairing existing kitchens. . 
 Of this total spending on kitchens, the breakup was as follows:
New kitchens : 50% on  cabinetry ,  35%  on  gadgets, 15%  on civil  work.
Re-doing existing kitchens : 60% on  cabinetry,  20%  on  gadgets,  20%  on
civil  work.
Sales Funnel:
Gives order
Details of for
flat
kitchen cabinet
owner(given
by selecting
by builder)
design

Buil
Flat der
ord
ow
ner

ers
cab
inet
inst
buil
der

alla
tion

Aditya starts
installation of
kitchen cabinet
Adity
Bui a
lde
r
pa
ys
bu to
ild Adi
er
tya
for
wo
rk
he
did
.
  Was Aditya correct in ordering the market research?
• Yes, Aditya was correct in ordering the market research, but
the cost of hiring the agency is questionable.

 How this information can be used to make a good marketing

plan?
• The information gained can be used to make a good
marketing plan because a good marketing plan includes-
study of Market Environment, Market Mix and preparing
actions