OVERVIEW• Also called High Pressure Laminates

• Raw material used-o kraft papero base papero tissue papero phenolo formaldehydeo melamineo methanol

• Laminates sheets of 0.6mm thickness costs Rs. 300-350

• Laminates sheets of 1.5mm thickness costs Rs. 700-800

Established in 1992

Initial capital of Rs. 5 crore

Sales turnover at the end of 3 yrs reached to Rs 20 crore

Market for laminates established to be around 17lakhs sheets/month, out which 50% covers 0.6mm thick laminates

Annual growth rate was about 14%

Initial number of units manufactured was 5 by 70s which raised to 20 by 90s

Highest competition was in the 0.6mm laminates referred as ‘Commercial Segment’

Market and Competition

Its market is growing with an annual compounded growth rate of about 14 percent.

The highest intensity of competition was in the lowest thickness market(0.6mm) which was generally referred to as the “commercial” segment.

Proposal from Mr. Chandra(a) Will you be interested in undertaking market research for

our company?

(b) If yes, what is the intended methodology (which includes the type of studies appropriate and sample size for each sub-study if planned)?

(c) What will be the cost of this research?

(d) Will it be possible for you to complete the study within a period of 6 to 8 weeks from the time the study is commissioned?

ELEMENTS OF MARKETING STRATEGY

• Market segment to concentrate: primary targets, characteristics

• Product positioning decisions: differentiation, competitors, dimensions

• Product related decisions: quality level, range of design and colours, types of design preferred

• Distribution, network and pricing decision: trade practices related to price, discounts, incentives and payment terms

• Advertisements, sales, promotions and personal selling: media decisions, sales promotion schemes

Agency A

Extensive study of producer/consumer

Information regarding marketing strategy

Current market scenario

Premium segment study

Study of alternative available to consumer

Centre for study: metros and mini metros

TECHNIQUESData collected for each segment

High volume business- furniture, carpenters , dealers.

Home owner living in premium flats and bunglows.(five areas)

Separate questionnaire and structured questionnaires.

Current market scenario to premium segment.(.8 mm to 1.5mm )

Sample – 3 segmentsIndustrial user Time frame 1-7 weeks - I

5 weeks - II Cost – 90,000 Report – 35,000

Agency BObjectivesAwareness level of various decorative laminates.User ship of different laminates.Ares of usage of various material of interest.Comparative rating of decorative laminates vis-à-vis other

substitute material of interest on select attributes.Image of various branded laminates: formica ,decolam, neoluxe,

sungloss, and rammica.Whether specific brand is used or not.Level of satisfaction with current brand of laminates.Factor considered for purchase of laminates.

The decision making process.Post exposure to product concept.

Obtain the information about growth rate market size ,trade practices.

User segment

Individual home builders. (group discussion)

Carpenter and furniture makers. (depth interview)

Interior decorators and architects. (depth interview)

Agency CObjective was to obtain inputs for Basis of market segmenting. Market segments to concentrate. Decisions related to the product. Pricing decisions, etc.

Information of the market Type of decorative laminates available. Total production of laminates by organized sector. Projected growth of the market. Different uses of laminates.

Information about the product – application area, thickness needed, patterns needed, colors.

Information about the dealer – distribution channels, dealers profits, supply and order procedures, etc.

Methodology

Secondary research(data collection from secondary sources like publications and journals)

Primary research(preliminary, retail, and expert opinion survey)

Conclusion Agency A is the option for Mr. Chandra to take up as:

The agency focuses on the major metros.

It uses a wider range of research area.

It also concentrates on the upcoming markets.

Focuses on the premium segment.