OVERVIEW

• Also called High Pressure Laminates

• Raw material used-

o kraft paper
o base paper
o tissue paper
o phenol
o formaldehyde
o melamine
o 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

TECHNIQUES
 Data 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 segments
 Industrial user
Time frame 1-7 weeks - I
5 weeks - II
 Cost – 90,000
 Report – 35,000
Agency B
Objectives
Awareness 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 C
Objective 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.