Part of the brand analysis project undertaken during my Marketing Certificate course at UCLA Extension.

1. COMPETITIVE ANALYSIS
By Kripa Pattabiraman

2. Competitor 1

3. Product
A one-stop shop for
home furniture and
essentials
Rubber wood, fabric cushions, solid
wood frame, removable covers,
knockdown construction, different types
of finish

4. An end-to-end
solution for home
designing and
interiors
200 + designers, trained contractors,
build services – from flooring & tiling to
plumbing to painting to electrical
installments

5. Place
• Present in 18 cities - 7 stores in Mumbai
• Detailed interior displays on the store floor
• Mock-ups of living spaces with products

6. Price
Rs. 37, 500 ($707)
Rs. 1, 19, 999
($2264)
Rs. 29, 999 ($566)
HIGH
MEDIUM
LOW

7. Rs. 6499 ($122)
Rs. 21, 999 ($415)
Rs. 1, 24, 999
($2358)
HIGH
MEDIUM
LOW

8. Promotion
Up to 50% off on certain furniture, deals keep changing

9. Discounts, Gift Vouchers, One + One Free

10. - 0% interest, no or low down payment
- Loans from Rs. 7000 – Rs. 5, 00, 000 ($132 - $9432)
- Valid for furniture, bath products, flooring, modular kitchen, dining,
and décor lighting

11. LOCAL CARPENTERS
Segment 2

13. Product
• Whatever you want, they will build it.
– Any furniture, any size, any design
• Also handle other things like remodeling, tiling, etc

14. Place
• The carpenters don’t really have a
“store”.
• The carpenters come to the client’s
house to talk.
• Then, potential clients are taken to
the house of another client to see
finished work.
• Choose designs from books and
customize them, constantly discuss.
• Everything is built on-site at the
client’s house.

15. Price
• An initial quotation is provided
based on a discussion with the
client about what he or she wants
• Negotiate and renegotiate
• On agreement, receive advance
for materials
• Money paid in installments during
work
• Balance settled on completion

16. Promotion
• Mostly depend on word-of-mouth
publicity and past clients’
recommendations
• Future jobs from current jobs: on-
site enquiries by neighbors
• Might offer discounts on
quotations if it helps secure the
job
• No advertising or marketing
campaigns

17. Example: Work done in my house
• Door frames
• Window widening
• Water-proof doors
• Storage space
• Wash basins
• Wardrobe
• Modular kitchen
• Kitchen tiling
• Door frames
• Window widening
• Water-proof doors
• Storage space
• Wash basins
• Wardrobe
• Modular kitchen
• Kitchen tiling
Recommended by my UncleRecommended by my Uncle
My dad visited a client’s houseMy dad visited a client’s house
Designs based on books and discussionsDesigns based on books and discussions
One month to completeOne month to complete
Negotiated to 5 lakhs
($9500)
Negotiated to 5 lakhs
($9500)
Quoted an amountQuoted an amount
Local carpenterLocal carpenter

18. Retailers v/s Carpenters
Retailers
• National presence, more
customers
• Brand-centric model
• Company has more control
• Can be hassle-free
• Can furnish almost immediately
• What you see is pretty much
what you get
• Have the money to invest in
marketing and advertising
• Takes more time and effort
Carpenters
• Local business, limited number of
customers
• Customer-centric model
• Customer has most control
• Involves a lot of haggling
• Takes time
• What you get might not be what
you saw
• No budget for any kind of
marketing at all, w-o-m
• Convenient, they come to you

19. Sources
Images:
1.Ikea Logo: http://www.heart.co.uk/solent/win/ikea-bedroom-vouchers
2.HomeTown logo: http://antiintellect.wordpress.com/2012/07/18/hometown-thoughts
3.HomeTown product, place, price & promotion: http://www.hometown.in
4.Local carpenters: http://dimapur.donboscoindia.com/files/2011/11/non-formal3.jpg
5.Local carpenters: http://www.bloomberg.com/news/2010-12-20/india-can-t-find-enough-
laborers-to-build-roads-in-1-trillion-singh-plan.html
6.Local carpenters product: http://juliefergus.com/portfolio/1082
7.Local carpenters place: http://indiapiedaterre.com/2011/12/05/the-people-behind-the-
scenes
8.Local carpenters price: http://www.wellpromo.com/upload/upimg52/3-Part-Job-Invoice-
109752.jpg
9.Local carpenters promotion: http://thesologuide.com/wp-
content/uploads/2010/03/bigstockphoto_Word_Of_Mouth_-
_People_With_Bu_6602234.jpg

20. ThankYou.