Godrej Plans Marketing Initiatives To Promote PC Furniture Range

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Mumbai: : In a bid to promote its modular and personal computer furniture range, the office furniture division of Godrej & Boyce Mfg Co Ltd is planning to launch a slew of marketing initiatives primarily targeted at business process outsourcing (BPO) and small office home office (SOHO) segments in 2003.

Says Godrej & Boyce Mfg Co Ltd vice-president & business head (office furniture division) Anil Verma: “We have aligned our new marketing initiatives with the two business opportunities that exist today. One, the SOHO segment which is currently driven by increased penetration of personal computers (PCs). Second, the institutional market that is largely driven by the explosive growth of the BPO segment (which includes call centres and IT-enabled call centres) in terms of handling customer queries at the call centres and setting up back offices in India.”

To promote its personal computer furniture range which is targeted at the SOHO segment, the company is planning to display its products at various multiplex theatres across the country next year. For the purpose, the company plans to host SOHO exhibition-cum-demos. To begin with, the company has recently conducted an exhibition-cum-demo at IMAX Theatre, Mumbai, informs Mr Verma. “These initiatives will give us high visibility and an opportunity to engage our customers to look at our products closely. Also, trade fairs are another route we use to reach out to the decision-makers and influencers in the institutional segment such as facility managers, architects and project managers,” he adds.

As part of its retailing strategy, the office furniture division has displayed point-of-purchase material at its retail outlets across the country. Currently, the division has over 30 showrooms and 700 plus dealers.

In an effort to push its modular furniture range which is targeted at the BPO segment, the company is now offering ‘Milliken’ carpet tiles along with its furniture range. Says Mr Verma: “With the move, we hope our sales performance in the BPO segment to contribute an additional 25 per cent to our turnover in the next couple of years. Currently, this segment has contributed 50 per cent to our overall sales turnover.”

With these new initiatives, Godrej & Boyce’s office furniture division hopes to grow at the rate of 10 per cent next year, says Mr Verma.