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The study aims to do marketing mix of plastic furniture industry, to study the segmentation, targeting and positioning of furniture industry, to do SWOT analysis of furniture industry and Nilkamal group of companies, to study branding strategies at Nilkamal, and to recommend advertising, marketing and branding strategies for the plastic furniture industry. Nilkamal plastics have been successful in positioning its products well in the market. Nilkamal can further promote its brand based on the driving factors: lightweight, weatherproof, termite-proof, and economical. In order to improve its marketing strategies, Nilkamal can take the following steps: Target Kid´s furniture kit, Advertise the products as being designed with respect to safety by avoiding sharp edges, The furniture set can be customized to suit the kid´s tastes, A retail chain for plastic furniture can be opened in the major cities, A resale store can be opened at major cities in the country where the sales of plastic furniture are high, and Venture into wood-plastic composite furniture.

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Kumari, Neeraj
Dr. Neeraj Kumari: PhD(Management), Associate Professor, FET, Manav Rachna International Institute of Research and Studies,Faridabad,India. Authored 7 books and published more than 100 research papers. Serving as an editorial team member of 18 International Journals.

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