The Marketing mix of Greenply analyses the 4Ps of Greenply, which includes the Product, Price, Place, and Promotion of Greenply. Greenply Industries Limited is commonly called Greenply and is of Indian Origins. In terms of interior infrastructure of greenply industries, it is the largest company in greenply sectors in India. Greenply is an exporter and manufacturer of plywood, blackboard, and laminates.
It is the apparent product line choice for innumerable home and office builders, occupying 26% of the plywood market and 30% of the MDF market in India. The target market and customers of the brand also include woodwork professionals, artisans, retail establishments, artists, and decorators. Its founder, Shiv Prakash Mittal, established the company in 1993. Some of its competitors are as follows-
- Sai Ply Private Limited
- Stylam Industries Limited
- Century Plyboards Limited
About Greenply
- Type: Public Company
- Industry: Manufacturing, interior infrastructure
- Founded: 1990
- Founder: Shiv Prakash Mittal
- Headquarters: Ghaziabad, Uttar Pradesh, India
- Area served: India, Nepal, Bangladesh, Sri Lanka, Middle East, Africa
- Key people: Manoj Tulsian, CEO, and Shiv Prakash Mittal, Chairman
- Number of employees: Over 12,000
Table of Contents
Greenply Product Strategy:
Greenply is a manufacturer of several products related to interior infrastructure. It is a recognized brand committed to offering its users quality products of international standards. Greenply has adopted the eco-friendly business approach and the latest technology to provide green consumers with the best options.
It has a comprehensive commercial and residential floor product portfolio under several brand names. Its plywood is manufactured from timber of A+ grade and is borer-free and termite-resistant. Some of the benefits of its products in the market are as follows-
Blackboard and Plywood
Specialized Applications
Decorative Veneers-
- Spectrumwood
- Green Naturals
- Black Forest
Ready to install
- Ready-Lines Green Doors
- Ready-Lines Green Plywood
Doors
- Green Edge
- Decorative-Veneered Doors
- Decorative-Primered Door
- Green-Door Stellar
- Green-Club Door
- Green Doors
Green terrors Wallcovers
- Embellish
- Silk Road
- Missiva
- Artisan
- Baroque
- Enigma
- Demure
- Zenith
- Tintura
- Pure Passion
- Twilight
- Vista 5
- Privy
The product mix of Greenply in 2023 is as follows(Source)
- Plywood: Green Club Plywood, Green Gold Plywood, Green Marine Plywood, Green Fire Retardant Plywood, Green Defender Plywood, Green Flexiply, Green Decorative Veneers
- Blockboards: Green Club Blockboard, Green Gold Blockboard, Green Ecotec Blockboard
- Decorative Veneers: Green Decowood Veneers
- Laminates: Greenlam Laminates, NewMika Laminates
- Medium Density Fiberboard (MDF): Green Panelmax MDF
- Particle Board: Green Ecotec Particle Board
- Doors: Green Doors (Flush Doors), Green Decorative Doors, Green Decowood Doors, Green Fire Retardant Doors
- Wood Floors: Green Floormax Wood Floors
- Aluminum Composite Panels: Green Bond Aluminum Composite Panels
- Plywood Adhesives: Greenply Adhesives
Greenply Place Strategy
Greenply is an Indian company with its presence spread over an estimated twenty-one states and three hundred cities in India. Its registered office is in Tinsukia in Assam, and its corporate office is in Kolkata in West Bengal.
Greenply has five manufacturing plants, and its first facility was established at Behror in Rajasthan in 1993. In 2006, another was established at Pantnagar in Uttarakhand. Other plants are established at Tizit in Nagaland, Bamanbore in Gujarat, and Kriparampur in West Bengal. Greenply imports firewood and timber from Russia, Burma, Africa, and Malaysia and processes it in its plants.
The company exports to several countries in the world market, including Malaysia, Europe, China, Dubai, Kenya, Singapore, Indonesia, Saudi Arabia, Mexico, Australia, United States, Hong Kong, Bahrain, Canada and Taiwan. Greenply has a vast distribution network, including forty-eight branches of the company’s brands, thirteen thousand dealers, distributors, sub-dealers, and retailers.
Greenply’s place strategy, for example, which refers to how the company distributes its products and makes them available to potential customers everywhere, can be summarized in the following five bullet points:
- Extensive Dealer Network: Greenply has established an extensive network of authorized dealers and distributors across India and in select international markets. This ensures that their products are readily available to customers in urban and rural areas, making them accessible to a wide range of consumers.
- Regional Warehouses: The company strategically maintains regional warehouses and stocking points to manage inventory and supply chain logistics efficiently. This enables them to meet customers’ demands promptly and reduce lead times.
- Exclusive Brand Outlets: Greenply operates exclusive brand outlets and showrooms in key cities and urban centers. These outlets showcase their premium products and allow customers to experience the quality and variety of Greenply’s offerings firsthand.
- Online Presence: To cater to the growing trend of online shopping, Greenply has an online presence through its official website and e-commerce platforms. Customers can explore product information, place orders, and request quotes online, enhancing convenience and accessibility.
- Export Channels: Greenply also utilizes export channels to distribute its products internationally. They work with export partners and distributors to make their products available in various countries, expanding their global footprint.
Greenply Pricing Strategy
In the financial year 2012-13, Greenply recorded rupees of 2,044 crore in net turnovers. The company has a diversified product range that caters to different customers across mid-market, high-end, and value-based market segmentation. It has adopted a premium pricing policy for its high-end products and perceived value pricing for mid-market and value-based product segments.
It also faces competition from rival companies, and to combat their advances and penetrate further markets, Greenply has gone for penetration and competitive prices. Its price range is quite reasonable if one compares it to the premium quality of its products and services. Hence, these affordable rates have helped it garner more significant revenues.
Here’s an analysis of their price strategy:
- Value-Based Pricing: Greenply employs a value-based pricing strategy, which means they set their prices based on the perceived value their products offer customers. Given their reputation for quality and durability, they can command higher prices than some competitors.
- Product Tiering: Greenply utilizes product tiering by offering a range of plywood, laminates, and related products with varying price points. This approach allows customers to choose from different quality levels and price ranges, making their products accessible to a broader audience. For instance, they offer premium products like Green Gold Plywood alongside more budget-friendly options.
- Premium Positioning: Greenply maintains a premium brand image by focusing on quality, innovation, and advanced manufacturing processes. This premium positioning justifies higher price points, particularly for their top-of-the-line products, targeting customers prioritizing quality and durability over price.
- Seasonal Promotions and Discounts: Like many businesses, Greenply may implement seasonal promotions, discounts, or special offers to incentivize purchases during peak building and renovation seasons.
- Geographic and Market-Based Pricing: Greenply may adapt its pricing strategy based on regional market conditions, competition, and customer preferences. This flexibility allows them to remain competitive in different regions and respond to local market dynamics.
Greenply Promotion Strategy
To efficiently reach out to keep customers’ minds and strengthen its position in the consumer market, Greenply has adopted innovative marketing strategies. It was the first company in India to offer a lifetime guarantee for premium products. Several of its products are certified by official bodies, making them superior and high-end. Greenply is committed to the removal and reduction of its carbon footprint.
Greenply employs a multi-channel promotion and branding strategy, including digital and other advertising, traditional marketing channels, industry events, and partnerships with architects and interior designers. Their promotional efforts emphasize product quality, durability, and eco-friendliness, building a solid brand image and engaging with B2B and B2C audiences to drive sales.
Waste by-products are being recycled, and the company uses eco-friendly options and recycled materials to create its packaging. Greenply had previously roped in Indian actor Arjun Rampal to act in its commercials, which were shown on different television channels. Advertisements are aired on the radio and displayed through the print media on billboards, newspapers, and magazines. The brand has taken the help of social media, and its ads are shown on various platforms like YouTube.
Some Recent Video ads and Print ads of Greenply are:
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