GHARONDA

A PRODUCT AND SERVICE APP FOR INTERIOR DESIGNING

Presented By Group 6: Tanya | Tabina | Tarini | Tanisha | Sukriti | Sourav | Srishti | Shubham | Utkarsh | Vaibhav

TABLE OF CONTENTS

SWOT ANALYSIS

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ABOUT US

3C + M

STP ANALYSIS

4Ps & PRODUCT LADDERING

03

01

02

04

05

Strength, Weakness, Opportunities, Threats

Short description, tagline, logo

Customer, Company, Competitors

Macro (PESTEL) Analysis

Segmentation, Targeting, Positioning, positioning map

Product, Price, Place, Promotion

Product Laddering

01 ABOUT US

We strive to be authentic and believe in making every day life easy, Gharonda is reclaiming diversity through our unique selection of functional modern and classic day to day decor which is designed by our team of superior craftsmen & experts.

The place where the aspiring Indian thinks, is it a moment or a lifetime?

FEATURES

One stop virtual shop for all your home decor requirements

Augmented Reality and 3D Modelling, designing consultation, catalogues.

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Search by theme, shops, type of room, colour, etc.

Giving platform to local artisans.

LOGO

A LOOK ON THE WEBSITE

A LOOK ON THE APP

02�MARKET ANALYSIS�(3C+M)�

CUSTOMER

• What is the cost of hiring an interior designer in India?
• Is Interior designing still considered as an entity for the high class?
• Is home decor a way of setting social status in India?

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• Need: There is a need for interior designing in the middle class segment
• Affordability: A large portion of the Indian segment cannot afford the furniture that is available online and therefore rely on local carpenters and retailers.
• Usage Attributes: There is a culture of decorating our houses on festivals and special occasions.

COMPANY

MISSION

VISION

To provide one stop online platform for exclusive, contemporary and ethnic home decor products and services, connecting consumers to local artisans to make interior designing an economical entity for the common man in India.

To make interior designing accessible for the common man.

STRATEGY

RESOURCES

Source- Local Artisans

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Technology- One of the few companies providing augmented reality and 3D modeling on digital platform

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Infrastructure- Warehouses in 5 cities

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Delivery: Delivery

tier 1 and tier 2 cities, Outsourcing the services

• Creation of a seamless platform with the company being the only middleman.

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• Connects customers directly to artisans, thus reducing the cost and increasing the quality.

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• Focus on local products, promoting Indian designs and culture ( associating with govt. Schemes like Aatma Nirbhar Bharat and Vocal for Local).

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• Curating and creating personalized products with one on one interaction with artisans and experts.

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COMPETITORS

PRIMARY COMPETITORS

Pepperfry, Ikea, Urban Ladder, LivSpace, Furlenco, Home Shop 18, Local furniture shops

Pinterest, Amazon, Flipkart, Myntra

SECONDARY COMPETITORS

Secondary Competitors

P

E

S

T

L

E

Political

Economical

Social

Technological

Legal

Environmental

Supporting Government Policies like:

�-Vocal for Local

-Atma Nirbhar Bharat

-Make in India

-Digital India

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Economy and GDP growth rate increasing and so is purchasing power

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Demand and supply of labour

�Scope for Local artisans to be part of organized market as currently they are unstructured

�Online shopping platforms expanding

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Indian culture and traditions are reflected in prints, colors, designs and products

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Local craftsmanship is valued in India

�Home decor becomes a way of setting social status in India and also to reflect your personal style

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Occasions and festivals important for this market

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Shift from joint to nuclear family-more people are buying homes

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Interior designing is still considered as an entity for high class - trying to change that mentality and targeting untapped market

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Digital landscape in india�

Desktop and mobile adaptability- 2nd largest smartphone user population

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Adaptable on Android and IOS both

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Growing concern regarding data privacy

People are moving more towards sustainability

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Recycling and waste management practices

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Renewable tech for brand image

Employee protection laws

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Consumer Protection Laws

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Intellectual Property rights

03�SWOT

STRENGTHS

• Affordable prices
• Strong Connect with local artisans
• One stop platform product+services = hassle free shopping experience
• Expert consultations at low charges
• Easy return and exchange policies
• Innovative technology- 3D modelling
• Scope for future growth
• Wide variety- Traditional and Contemporary designs

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WEAKNESS

• Competition from already existing brands in market
• Not covering pan India yet
• No physical stores in the market.
• Dependence on vendors/artisans for products.
• Perceived price-quality dilemma in the minds of consumers

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OPPURTUNITIES

• Untapped market of interior designing targeting the middle class population.
• Demand for local and authentic products from Indian artisans.
• Digital Platform for bigger reach. Growth in online users.
• India is a developing country, hence a lot of opportunity to expand in both urban and rural areas.
• New technology in e-commerce
• Changing mindset of younger population towards Indian traditional culture

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THREATS

• Organized sectors and big brands
• Offline stores of local vendors and retail stores and online stores like Amazon
• Consumer mindset about shopping online for furniture and home decor.
• Increasing concern regarding data privacy
• Dormant Users

04�STP ANALYSIS�

DEMOGRAPHIC SEGMENTATION

Family Type: All

Education: 12th Class (basic digital literacy)

Gender: Any

Age: Above 20

Life Stage: Adults, Earning members, Bachelors, Family man/woman

Social status: Middle Class

Income range: 25K and above

PSYCHOGRAPHICS SEGMENTATION

GEOGRAPHICS SEGMENTATION

Outgoing, Socializing, Need to set a social status to Impress others

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Innovators,Experiencers, Strivers (According to VALS model)

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PERSONALITY

AOI

Adaptive, Dynamic

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ATTITUDES

What will others think about me? What do my choices say about me?

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CONCERNS

Creative and Socialite

LIFESTYLE

English * Hindi

India

COUNTRY

LANGUAGE

Urban and semi urban

AREA

Any

CLIMATE

CITY

Tier 1 and Tier 2

BEHAVIOURAL SEGMENTATION

Lifestyle Stage: Millennials, Gen Z, Gen X

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Intent: To decorate house, Give a new look, to procure items which serve multiple functionalities

Usage Frequency/Intensity: Moderate, Occasional

Benefit Sought: One stop virtual shop for all your home decor requirements, with advanced features like 3D Modelling and designing consultation.

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Consumer Need: A digital platform serving the Indian middle class for all their interior designing products and service requirements at an affordable price.

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TARGETING

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• People who carry a distinct style and want to give a personal touch to their living space.Their home tells their story as they express themselves through their choices.
• Impulsive buyers, people who like to spend on a comfortable living.
• People who appreciate aesthetics. They enjoy the admiration of family and friends.

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TARGETING

Status

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Lower Middle Class, Upper Middle Class

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Occupation

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Housewives, Young professionals & couples who have just moved in their house.

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Differentiated Targeting

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Separate offerings to each different market segment that it targets. (Value and Premium segments)�

Income

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Above 40k

TARGETING

Geography

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Delhi NCR, Jaipur, Udaipur, Agra, Lucknow, Ahmedabad, Surat, Chandigarh, Indore, Mumbai, Pune

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Occasion

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Festivals, Special Occasions, Party, House-warming

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Age

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25-50

Lifestage

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Gen X, Millennials,

Gen Z

POSITIONING

• Making interior designing a subject for the common Indian middle class. (Changing the mindset that interior designing is only for the affluent )
• A one stop shop for all interior designing requirements, be it products or services.
• Using local/regional artisans as workforce increases authenticity and quality.

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POSITIONING STATEMENT

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For the middle class Indian who has always dreamt of designing their own home, Gharonda is an interior designing application, providing a one stop platform for affordable home decor products and services, connecting you to local artisans, so you can have a hassle-free shopping experience.

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POSITIONING MAP

Livspace

Urban Ladder

IKEA

Gharonda

PepperFry

Homeshop 18

Furlenco

High Price

Affordable Price

Low Quality

High Quality

05�4Ps &

Benefit Laddering�

MARKETING MIX: PRODUCT

Product + Service

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Based on shelf life: Durable Product

Based on search effort and time spent: Shopping Product�

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CORE FUNCTION

Affordable Interior Designing Products and Services solutions

FEATURES (desirability)

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• One stop virtual shop for all your home decor requirements (products+services)

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• Catalogues- Search by theme, shops, type of room, colour, etc.

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• Wide variety of products- ethnic and contemporary designs

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• Source and procure products from a trained team of local artisans which adhere to all custom fittings, themes and designs. Direct connectivity.

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• Augmented reality models to provide a hands on virtual experience

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• Exclusive consultations with our in-house interior designers covering additional fine

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SUBSCRIPTION PLANS

• Expert interior designing consultation -3

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• Product customizable to your needs

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• Delivery- 1 day delivery

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• Unlock premium designs and themes

• Expert interior designing consultation- 5

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• Product customizable to your needs

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• Delivery- 1 day delivery

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• Unlock premium designs and themes

+15% off on house makeover

Silver Membership- Rs 399

Gold Membership- Rs 499

BENEFITS (relevance)

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1. Affordable
2. Products sourced from local artisans
3. Hassle free experience
4. Advanced technology like augmented reality and 3D modelling
5. Sustainable

PERFORMANCE and QUALITY

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1. User-friendly Interface:
1. easy to navigate
2. Appealing aesthetics
3. plethora of options
4. Search by words, audio and image
5. Multilingual search option
6. Compatible with Android and IOS

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• Hassle-free payment options
• Timely and safe delivery: delivery tracker
• Easy return and exchange policies
• Data security & privacy policies
• Advanced Technology features

VALUE

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Targeting lower and upper middle class

• Value- Good quality at moderate (affordable) price
• Premium features- customizable designs, expert consultation

NEED SATISFACTION

Esteem Need- self-esteem, social status, respect

ASSURANCE (credibility, trust)

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• Verified Artisans and workforce
• Innovative Technology- 3D modelling
• Expert Interior designers
• Return and exchange policies
• Warranty Cards
• Data security and privacy policies

TANGIBILITY

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• Testimonials
• References/reviews on app store
• Recognition by associations
• No. of app downloads
• No. of products sold per minute
• Providing service in 11 cities across North India

RESPONSIVENESS

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• 24/7 customer care service
• In-built Chat bots
• Quick consultation and appointments

SAFETY

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• Data security and privacy policies
• Verified employees- artisans, service workers, and delivery persons
• Robust double packaging
• Sanitised and touch-free packaging and delivery
• Biodegradable packaging

MARKETING MIX: PRICE

ABSOLUTE PRICE: Annual subscription packages- Silver Rs. 399, Gold- Rs. 499

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Artisans- 40%

Gharonda- 60%: 40%-employees, 15%- future investment, 5%- Profit

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RELATIVE PRICE- 30% less than primary competitors

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AFFORDABILITY:

• Product price range aligns with the income of an Indian middle class earner
• Providing EMI
• Loyalty points that are easily redeemable

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VALUE PROPOSITION:

• Value for money

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DISCOUNTS, OFFERS:

• 30% off for first purchase
• 20% discount on every 10th purchase from app
• Loyalty points that are easily redeemable
• 50% off on Shipping on first purchase

MARKETING MIX: PLACE

DISTRIBUTION

• 1 week delivery policy
• Easy no-questions-asked return policy

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RETAILING: Online website plus application

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GEO COVERAGE: Tier 1 and Tier 2 cities

1. Delhi NCR
2. Jaipur
3. Udaipur
4. Agra
5. Lucknow
6. Ahmedabad
7. Surat
8. Chandigarh
9. Indore
10. Mumbai
11. Pune

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PLACEMENTS

• Websites related to real estate, PG,
• Trading Apps like sulekha, Jugaad, Just Dial
• Nearbuy app
• E-Commerce Websites
• All Social media platforms- Facebook shop, instagram shop, Pinterest.

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LOGISTICS :

hired a third party logistic service provider

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STOCKING :

Warehouses in 5 major cities

MARKETING MIX: PROMOTION

AUDIENCE

Lower middle class:

• Price offs, offers etc
• Seasonal Sales
• Family or group package

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Upper Middle Class:

• Loyalty points
• Reference benefits
• Payment Gateway Benefits

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Young working professionals

• Reference benefits
• Promotion through Social media campaigns

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POSITIONING

By Price and Product User

BRAND PRISM

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Name, Logo, Tagline, exclusive designs,

products+services

Creative, Aesthete, Thrifty, Thoughtful

Indian culture, collectivist

Ambitious, Aesthete, Rooted

Expressive, Appreciates art, Cultured, Someone who sets a social standard

A creative friend who gives you a makeover

PHYSIQUE

PERSONALITY

CULTURE

SELF IMAGE

REFLECTION

RELATIONSHIP

PROMISE

To give your dream house your personal touch in an affordable and hassle-free experience.

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KEY MESSAGES

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• Affordable prices
• Connecting with local artisans
• One stop platform product+services = hassle free shopping experience

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CREATIVITY, IMAGERY

Logo and Brand Ambassadors

(Neena Gupta & Masaba Gupta)

Social Media: Instagram, Facebook, Twitter

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• Instagram, YouTube: Latest trends, Reposts, Contests, Influencer Marketing, Viral Marketing
• Television ads with brand ambassadors
• Radio advertisement
• Newspapers (City specific- Delhi Times, Mumbai Mirror, etc),
• Magazine ads (Femina, Grahshobha, Saheli, Elle Decor)
• Outdoor Ads
• Blogs- Lifestyle, Interior designing

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COMMUNICATION CAMPAIGNS

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#GharondaSajayein

The official campaign to launch our application before Diwali 2021

Tagline:Aao milkar deep jalaayein, phir se ghar ko naya banayein

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#apunbhicreative: An interactive campaign for all the customers to show their creative jugaadu skills by ordering products from the app and showing multiple uses of it.

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#mahaulbadlegharnahi: A COVID19 campaign where we urge users to make small changes in their house, keeping in mind their restrictions of not being able to go out and still having a change in environment

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#flauntyourspace: A digital media campaign with celebrities and influencers, showing-off the interior designing at their place done by Gharonda.

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#Karigari: A CSR campaign emphasizing local artisans work and Gharonda’s role in their upliftment

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VISIBILITY, AWARENESS

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• Advertisements
• Influencer marketing- celebrities, instagram influencers, youtubers, Real Estate brokers, etc.
• Sponsored Events- art festivals, exhibitions,
• CSR- Craftsmanship and Livelihood for local artisans
• Studio experience, Guerilla marketing (Near shopping malls, Big Bazar, Walmart)
• Events/Sponsorships: Dainik Bhaskar Home Decor exhibition, Regional festivals

BENEFITS LADDERING

Product Feature- An interior designing application providing both products and services sourced from local artisans.

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Product Attribute- Exclusive, Customizable, local products at affordable price with a hassle-free shopping experience

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Rational Benefit- Because the products are local, it is affordable by a middle class person

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Emotional Benefit- Your Dream home is now a reality. �

�Sajaayein Apne Sapno Ka Ghar

���THANK YOU!