Management Trainee: Sonali GawdePROJECT PRESENTATION

INDEX

• Title• Objective• Activities Undertaken• Purpose• Hypothesis• Demographics• Description of Geographies• Research Methodology• Mumbai & Ahmedabad

– Research Finding – Analysis – Evaluation of Brand – Brand Preference

• Analysis of Meets• Hypothesis Result• Limitations• Recommendations

Evaluation of effectiveness of the existing market development activities in NITCO

To review, prioritize and modify the current market development activities in term of cost effectiveness and higher return in terms

of sales.

Title:

Objective:

Activities Undertaken

Objective

Targeting the Right Audience

QuestionnaireDesigning of Template for

Tabulation of Data

Market Reach Plan & Schedule

Collection of Primary Data (PI) Recording of Data

Analysis of Data

Recommendation

Purpose

• To ensure efficiency and effectiveness of the activities.

• Optimum utilization of Resources available.

• To gain competitive advantage.

• Monitor-Review-Improvise on the shortfalls for Market

Development.

Hypothesis

Nitco organizes Market Development activities in terms of Meets for Mumbai & Ahmedabad Market most effectively & efficiently compared to the competitors.

Demographics

Geographies Covered

Particulars Mumbai AhmedabadDealer Sales Boy 15 8Sub-Dealers 25 10Architects 10 10Mason/Contractors 15 0

Competitor Sales Men's 2 0

Total Sample Size 67 28

Description of Geographies

Mumbai:• Division of Market (South – Central – Western – Harbour)• Cluster Market Structure• Stagnant Market Behavior• Strong Network & Presence of Dealers & Sub-Dealers• Services & Support is a major influencing factor

Ahmedabad:• Scattered Market Structure• Strong presence of Local Unorganized Players• 80 – 20 Market (Pareto Rule) • Strong Dealer-Brand Presence• Weak Sub-Dealer Network• Relation & Trust Business Behavior among Dealers

Research Methodology:

Research Design:

The marketing/promotional meets organized by Nitco and Competitors

Data Collection: Primary Data

Sources: Influencer Community

(Dealers, Dealers Sales Boys, Sub-Dealers, Architects, Masons/Contractors)

Data Collection Method: Personal Interview

Data Collection Instrument: Questionnaire & Observations

Research Findings - MumbaiNITCO

Particulars Sub-Dealer Meet Contractor & Mason Meet Architect MeetAttendees 15-20 25-30 N.A

Meet Level Area Area N.AFrequency Once in a Year Once in a Year N.AVenue LS Studio Dealer outlet/Hall N.ATime Afternoon

12-7pmEvening 7.30-9pm

N.A

Meet Type Tea-Snack Tea-Snack N.AFlow of Activities

1) Product Display & Knowledge2) Sample Booking3) Discussion/Review of products

1) Company Presentation2) Product Technical Knowledge3) Q&A Round4) Factory Visit (dealer initiative)

N.A

Gift No YesLevel Batli

N.A

Highlight Convenience of visit time. Schemes/Commission from dealers N.A

Budget Rs.850/-pax Rs.550/-pax (cost shared if single dealer) N.A

Promotional Activities

No Gifts like Umbrella in rainy season, Bag occasionally

Sponsorships for Architect Cricket Match

Research Findings - MumbaiKAJARIA

Particulars Sub-Dealer Meet Contractor & Mason Meet Architect MeetAttendees Regional:150 Area:30 30 Regional:50-100 Area:40-50Meet Level Regional & Area Area Regional & AreaFrequency Twice in a Year Once in a Year Twice in a YearVenue 3-4 Star Hotel Hall in 2star Hotel Area 3-4 star Hotel

Regional 5-7 star HotelTime Evening

7-11pmEvening 7.30-9pm

Evening 8pm onwards

Meet Type Dinner Tea-Snack DinnerFlow of Activity

1) Company Presentation2) Product Display & Knowledge3) Product Launch4) Discussion/Review

1) Company Presentation2) Product Technical Knowledge3) Q&A Round

1) Company Presentation2) Product Display & Knowledge3) Discussion/Review4) Entertainment

Gift Yes Diary & PenWall Clock

YesBag

YesDiary & Pen

Highlight On the spot schemes Schemes from dealers Interaction with top management.

Budget Rs.1000-1200/-pax Rs.500-600/-pax Rs.2000-5000/-paxPromotional Activities

Gifts like Wrist-Watch, Bag, Calendar, Sweets on festivals and achievement of huge sales

Gifts like Umbrella in rainy season, Bag occasionally

Gifts like Sweets (Chocolates) on Festivals

Research Findings - MumbaiRAK

Particulars Sub-Dealer Meet Contractor & Mason Meet Architect MeetAttendees 20-30 20-30 50-100

Meet Level Area Area RegionalFrequency Twice in a Year Once in a Year Once in a YearVenue 3 Star Hotel

RAK StudioHall in 2star Hotel 5 star Hotel

Time Evening 7-10pm

Evening2-3hrs event

Evening 8pm onwards

Meet Type Dinner Tea-Snack DinnerFlow of Activity 1) Company Presentation

2) Product Display & Knowledge3) Product Promotion4) Discussion/Review

1) Company Presentation2) Product Technical Knowledge3) Q&A Round

1) Company Presentation2) Product Display & Knowledge3) Discussion/Review4) Entertainment

Gift Yes No YesCoupons

Highlight Review Session N.A Interaction with top management.

Budget Rs.800-1200/-pax Rs.400-500/-pax Rs.2000-5000/-paxPromotional Activities

No No No

Research Findings - MumbaiSOMANY

Particulars Sub-Dealer Meet Contractor & Mason Meet Architect MeetAttendees 100-150 N.A N.A

Meet Level Regional N.A N.AFrequency Once in a Year N.A N.AVenue 5 Star Hotel

RenaissanceN.A N.A

Time Evening 7-11pm

N.A N.A

Meet Type Dinner N.A N.AFlow of Activities

1) Company Presentation2) Product Display & Knowledge3) Product Launch4) Discussion/Review5) Entertainment

N.A N.A

Gift No N.A N.AHighlight Interaction with top management. N.A N.A

Budget Rs.1500-4000/-pax N.A N.APromotional Activities

Gifts like Sweets on festivals No No

Research Findings - MumbaiJOHNSON

Particulars Sub-Dealer Meet Contractor & Mason Meet Architect MeetAttendees 40-50 20-30 50-100

Meet Level Area Area Regional

Frequency Once in a Year Once in 2 Year 3 Year backVenue House of Johnson

ResortHall 5-7 star Hotel

Time 1 day stay Evening 8-10pm

Evening 7pm onwards

Meet Type Dinner Dinner (Biryani) DinnerFlow of Activities

1) Company Presentation2) Product Display & Knowledge3) Product Promotion4) Discussion/Review5) Entertainment

1) Company Presentation2) Product Technical Knowledge3) Q&A Round

1) Company Presentation2) Product Display & Knowledge3) Discussion/Review4) Entertainment

Gift No YesMeasuring Tape

YesStationary Kit

Highlight Outdoor Trip but not a regular activity.

Showcases New Product Interaction with top management.

Budget Rs.1000-1500/-pax Rs.400-500/-pax Rs.2000-4000/-paxPromotional Activities

No No No

Research Findings - MumbaiVARMORA

Particulars Sub-Dealer Meet Contractor & Mason Meet Architect MeetAttendees 50-100 N.A N.A

Meet Level Regional N.A N.AFrequency Once in a Year N.A N.AVenue 5 Star Hotel

ITC GrandN.A N.A

Time Evening 7-11pm

N.A N.A

Meet Type Dinner N.A N.AFlow of Activities

1) Company Presentation2) Product Display & Knowledge3) Product Launch4) Discussion/Review5) Entertainment

N.A N.A

Gift No N.A N.AHighlight Interaction with top management. N.A N.A

Budget Rs.2000-5000/-pax N.A N.APromotional Activities

Gifts like Dairy on Occasions No No

Analysis – Mumbai Market

Kajaria RAK Johnson Nitco Somany Varmora0

5

10

1520

25

3035

Overall Efficiency of Brands in Meets

% of Efficiency

Kajaria RAK Johnson Nitco Somany Varmora02468

10121416

Efficiency rating of Meets

Sub-Dealer MeetMason/Contractor MeetArchitect Meet

Analysis – Mumbai Market

• Kajaria is the most prominent and effective in terms of arranging meets on

frequent intervals.

• RAK & Johnson stands next to Kajaria in effectiveness of meets, followed by Nitco,

Somany and Varmora.

• SOP of meet for all the companies are similar, what matters is the efficiency

achieved in the meets.

• Promotional Activities are mainly focused by Kajaria & Nitco.

• Dealer-Sales person meets are not in trend as the returns from it is not

quantifiable but the companies have shifted their focus on training to sales men’s.

• Architects are the major influencers and Nitco is less focused for doing MDA in this

segment.

Evaluation of Brand - Mumbai

Kajaria20%

Somany17%

Asian Granito

13%Johnson15%

RAK19%

Nitco17%

Design

Kajaria20%

Somany14%

Asian Granito

9%Johnson14%

RAK21%

Nitco21%

Quality

Kajaria21%

Somany17%

Asian Granito14%John

son14%

RAK16%

Nitco17%

Price

Kajaria23%

Somany19%

Asian Granito9%

Johnson18%

RAK18%

Nitco14%

Branding

Kajaria22%

Somany12%

Asian Granito

12%Johnson

15%

RAK21%

Nitco16%

Service

Kajaria23%

Somany15%

Asian Granito10%

Johnson13%

RAK18%

Nitco20%

Sales Promotions

Kajaria24%

Somany15%

Asian Granito

9%

Johnson14%

RAK22%

Nitco18%

Company Policies

Kajaria24%

Somany14%

Asian Granito

9%

Johnson15%

RAK21%

Nitco18%

Brand Recall

Brand Preference - Mumbai

Most Preferred – Kajaria & RAK– Services & Support – Organizational Structure– Product & Branding– Competitive Pricing

Nitco stands 3rd

– Needs Improvement in:– Services & Support– Branding– Market Development

Activities

Kajaria Somany Asian Granito Johnson RAK Nitco0

5

10

15

20

25

Market Brand Preference

Brand Preference %

Brand Preference - Mumbai

Most Preferred – Kajaria & RAK– Design & Sizes– Services & Support– Marketing Activities– Proper Follow up

Nitco stands 3rd

– Needs Improvement in:– Size options – Services– Availability Issues– Marketing Activities– Innovation

Kajaria Somany Asian Granito Johnson RAK Nitco Others Imported0

5

10

15

20

25Architect's Brand Preference

Brand Preference %

Research Findings - AhmedabadNITCO

Particulars Sub-Dealer Meet Dealer Sales Boys Training Architect MeetAttendees 50-60 2-4 15

Meet Level Regional Individual Dealer Individual ArchitectFrequency Once in a Year Twice/Thrice in a Yr. 1st TimeVenue 5 Star Hotel

NovotelDealer Outlet Architect Office

Time Evening 7pm onwards

Between working HrsAfternoon 1hr.

Day Time2 Hrs.

Meet Type Dinner N.A N.AFlow of Activity 1) Company Presentation

2) Product Display & Knowledge3) Product Launch4) Discussion/Review

1) Product Display2) Product Technical Knowledge3) Sales Techniques4) Q&A Round

1) Company Presentation2) Product Display & Knowledge3) Product Promotion4) Discussion/Review

Gift No No NoHighlight • Stock Booking

• Combined with DealersIndividual Dealer outlet activity. Ensures Sales and provides project

lead.

Budget Rs.850/-pax N.A Rs.1000 per officePromotional Activities

No No No

Research Findings - AhmedabadKAJARIA

Particulars Sub-Dealer Meet Dealer Sales Boys Meet Architect MeetAttendees 30-40 15-20 300-400Meet Level Regional Regional RegionalFrequency Twice in a Year Once in a Year Once in a YearVenue 3-4 Star Hotel

Karnavati ClubDealer Outlet IIID Event Stall

1st Friday

Time Evening 7.30-11pm

Afternoon2.30-4pm

Evening 6-10pm

Meet Type Dinner Tea-Snack Dinner from @ IIID

Flow of Activity 1) Company Presentation2) Product Display & Knowledge3) Product Launch4) Discussion/Review

1) Company Presentation2) Product Display 3) Product Technical Knowledge4) Q&A Round

1) Company Presentation2) Product Display & Knowledge3) Discussion/Review

Gift Yes Gift Hamper

No No

Highlight One of the meet is compiled with dealer

Quiz among the DSB Top A+ Architects are taken on trips. (F1Race)

Budget Rs.1000-1200/-pax Rs.300/-pax (cost shared if single dealer)

Rs.1-1.5 Lac sponsorship amt.

Promotional Activities

Gifts like Bag, Calendar, Sweets on festivals and achievement of huge sales

No Sponsorship for IIA Event

Research Findings - AhmedabadSOMANY

Particulars Sub-Dealer Meet Dealer Sales Boys Training Architect MeetAttendees 40-50 2-4 100-150

Meet Level Regional Individual Dealer RegionalFrequency Twice in a Year Once/Twice in a Year Once in a YearVenue 3 & 5 Star Hotel

Courtyard MarriotChowkidhani

Dealer Outlet 5 Star HotelCourtyard Marriot

Time Evening 7.30-11pm

Between working Hrs Evening 7.30-11pm

Meet Type Dinner Tea-Snack DinnerFlow of Activity 1) Company Presentation

2) Product Display & Knowledge3) Product Launch4) Discussion/Review

1) Product Display2) Product Technical Knowledge3) Sales Techniques4) Q&A Round

1) Company Presentation2) Product Display & Knowledge3) Product Launch4) Discussion/Review

Gift Yes Gift Hamper (not always)

YesCap/Water-bottle

YesGift Hampers (Dairy Kit)

Highlight • Stock Booking• Get Together

Individual Dealer outlet activity. N.A

Budget Rs.1000-2000/-pax Rs.300/-pax or less Rs.2000-3000/-paxPromotional Activities

Festival sweets @ high sales yielding counters

No Also participates in IIA meets but not regular

Research Findings - AhmedabadAGL

Particulars Sub-Dealer Meet Dealer Sales Boys Meet Architect MeetAttendees 20-30 N.A 70-100

Meet Level Regional N.A RegionalFrequency Once in a Year N.A Once in a YearVenue AGL Studio

Village HotelN.A 5 Star Hotel

Four Points

Time Afternoon12pm onwards

N.A Evening7-11pm

Meet Type Lunch N.A DinnerFlow of Activity 1) Company Presentation

2) Product Display & Knowledge3) Product Promotion4) Discussion/Review

N.A 1) Company Presentation2) Product Display & Knowledge3) Product Promotion4) Discussion/Review

Gift No N.A YesGift Hamper (chocolates)

Highlight N.A N.A N.ABudget Rs.700-800/-pax N.A Rs.2000-3000/-paxPromotional Activities

Sub-dealer gives commission to loyal Contractor/mason

N.A No

Research Findings - AhmedabadHARMONY

Particulars Sub-Dealer Meet Dealer Sales Boys Training Architect MeetAttendees 50-60 2-5 N.AMeet Level Regional Individual Dealer Regional

Frequency Occasional Once in a Year Once in a YearVenue 5 Star Hotel

Courtyard MarriotDealer Outlet 5 Star Hotel

Courtyard MarriotTime Evening

7.30-11pmAfternoon1hour activity

Evening 7.30-10.30pm

Meet Type Dinner Tea-Snack DinnerFlow of Activity 1) Company Presentation

2) Product Display & Knowledge3) Product Launch4) Discussion/Review

1) Product Display2) Product Technical Knowledge3) Sales Techniques4) Q&A Round

1) Company Presentation2) Product Display & Knowledge3) Product Launch4) Discussion/Review

Gift Yes Pen/Dairy

No YesGift Hampers (chocolate)

Highlight Meet is combined with dealer. Individual Dealer outlet activity. Concept Displays – Mock ups

Budget Rs.2000-3000/-pax Rs.200/- pax or less Rs. 2000-3000/-paxPromotional Activities

No No No

Analysis – Ahmedabad Market

Somany Kajaria Nitco Harmony AGL0123456789

10Efficiency rating of Meets

Sub-Dealer MeetDealer S.Boy TrainingArchitect Meet

Somany Kajaria Nitco Harmony AGL0

5

10

15

20

25

Overall Efficiency of Brands in Meets

% of Efficiency

Analysis – Ahmedabad Market

• Somany is the most prominent and effective in terms of arranging meets on

frequent intervals.

• Kajaria, Nitco & Harmony stands next to Somany in effectiveness of meets,

followed by AGL.

• Meets are modified as per the objective requirements.

• Promotional Activities are mainly focused by Kajaria & Somany.

• Architects are the major influencers and Nitco is strongly focused for doing MDA in

this segment against competitors.

• Commission/Incentives is a major factor for influencing Architect, Masons &

Contractors.

Evaluation of Brand - Ahmedabad

Kajaria18%

Somany18%

Asian Granito16%

Johnson14%

RAK16%

Nitco18%

Design

Kajaria16%

Somany18%

Asian Granito

14%Johnson

14%

RAK16%

Nitco21%

Quality

Kajaria18%

Somany20%

Asian Granito18%

Johnson15%

RAK15%

Nitco15%

Price

Kajaria15%

Somany26%

Asian Granito21%

Johnson12%

RAK12%

Nitco15%

Branding

Kajaria24%

Somany24%

Asian Granito

18%

Johnson8%

RAK8%

Nitco18%

Service

Kajaria19%

Somany21%

Asian Granito19%

Johnson10%

RAK10%

Nitco21%

Sales Promotions

Kajaria21%

Somany23%

Asian Granito18%

Johnson15%

RAK8%

Nitco15%

Company Policies

Kajaria17%

Somany21%

Asian Granito19%

Johnson12%

RAK10%

Nitco21%

Brand Recall

Brand Preference - Ahmedabad

Most Preferred – Somany – Design & Sizes– Branding– Services – Competitive Pricing

Kajaria stands 3rd

– Effective Marketing– Product Offered– Organizational

Structure– Services & Support

Nitco stands 2nd – Brand Image– Quality– Field Force Support– Architect

Specification

Kajaria Somany Asian Granito Johnson RAK Nitco0

5

10

15

20

25

Market Brand Preference

Brand Preference %

Brand Preference - Ahmedabad

Most Preferred – Kajaria & Somany– Design & Sizes– Services & Support– Marketing Activities– Proper Follow up– Competitive Pricing

Nitco stands 3rd

– Needs Improvement in:– Size options – Services & Support– Marketing Activities– Innovation

Kajaria Somany Asian Granito Johnson RAK Nitco Others Imported02468

1012141618

Architect's Brand Preference

Brand Preference %

Analysis – Meets

Meets suffices the following:

– Provides Direct Touch Point

– Update Influencer Community

– Build Relation & Trust

– Product Promotion

– Product Review

– Inject Motivation

– Schemes ensuring Sales

– Competition Activity Tracking

Hypothesis

The Hypothesis considered for this research is rejected as Nitco doesn't organizes

Market Development Activities in terms of Meets for Mumbai & Ahmedabad

Market most effectively & efficiently as compared to the competitors.

• Only limited Dealers and Sub-Dealers were reached at Ahmedabad due to time

constraint

• Mason/Contractors couldn’t be reviewed at Ahmedabad due to time constraint

• Exhibitions & Dealer Meet were excluded from being a part of this research.

Limitations

Recommendations

Mason/Contractor Meet

• SOP – Dynamic Activity Plan• Dedicated Day @ LeStudio

• Training on Product• Query Solutions

• Schemes based on SalesSmall rewards:• Movie Tickets• Dinner Vouchers• Amusement Park Tickets

Dealer Sales Boy Meet

• Convert to Dealer Sales Boy Training • Individual Dealer Outlet• 2 – 4 Sales Boys only• Focused on Sales techniques• Offer small gifts occasionally

to keep involvement

Recommendations

Sub-Dealer Meet: 2 Types

@ LeStudio• Product Promotion• Sample Booking• High Tea

• Proper Follow upPromised Activities:• Sampling• Sales Generated

• Selection Criteria: Maximum sales yielding sub-dealer – Dealer Reference

@ Hotels • 3 – 4 Star Hotel• SOP• Schemes based on Sales

• Foreign Travel (In partnership with dealer –

both the company & dealer should get benefit)

Recommendations

Architect Meet

• Regional level – Once in a year• Marketing Activity• Nurture Architect Relations

• Presentations at Architect Offices(Small meet at Individual - Architect Offices)• Target - Relevant Architects• Generate Project leads• On the Spot inquiry for Projects• Build Relations with new Architects• Ensures sales

• Selection Criteria: Architects with major Project work

Other Observations & Market Feedback.

Branding

• Proper Visible Banners

• Improve Visibility & Brand Appeal

• Pricing Justifies – Premium Brand

Product Innovation

• New Designs in Wall

• Bigger Sizes – Floor

• Trending Colors – Creating Contrast

• Futuristic Display – Mix n Match

• 3mm thin tiles for wall

THANK YOU