Splendor Decorative Laminates India Ltd.

Case Study
Click to edit Master subtitle style

Group Members:
Kashish Srivastava Karishma Sinha Akansha Agarwal Fariya Shah Kapil Bhatia

4/15/12

Introduction to the Case

Splendor Decorative Laminates India Ltd. Was established as a public limited company in 1992 with an authorized capital of Rs 5 crore. In November 1993, Mr Vivek Chandra, Marketing Manager of Splendor Decorative Laminates India Ltd was carefully studying the market research proposals received from three well-known market research 4/15/12

Decorative Laminates

Decorative laminates (sometimes known as Formica sheets after one of the popular brand names) have a wide range of applications in interior decoration in homes, offices, hospitals, railways, ships, and aircraft. Decorative laminates, also called high pressure laminates, are basically a form of plastic sheets. 4/15/12

The basic raw materials for manufacturing decorative laminates

Kraft paper, Base paper (which provides the design), Tissue paper (which partly provides the finish), Phenol, Formaldehyde, Melamine and

4/15/12

Market and Competition

The market for decorative laminates was 17 lakh sheets/month. Out of Thickness Range Medium Range 0.6 thickness this,
30% 20% Rest 50%

4/15/12

The no. of units manufacturing decorative laminates was only about 5 in early 70s and by the 1990 it increased to more than 20 units.

Commercial segment: (0.6mm) there were several manufacturers, smaller players, competing mainly on the price front. That is at the lower end of market was highly price sensitive and quality and range did not effect on the purchasing ability. However this segment was growing rather slowly

Premium segment : (0.8 mm & above) attract those companies who had launched products with new textures, design and shades as like Formica, Decolam, Neoluxe, Sungloss, and 4/15/12 Rammica (Known names in the market)

Elements of Marketing Strategy

Market segments to concentrate. Product positioning decision. Product related decision. Distribution network and prices. Advertisement, sales, promotion and personal selling.

4/15/12

Responses from three different research company

Click to edit Master subtitle style

4/15/12

Agency A focused on two phases.

Phase-1:

Study of current market scenario Medium size research Market segmentation Buyer behavior Focuses on the premium segment of decorative laminates

4/15/12

Six key segments

Manufacturers of decorative laminates to understand the product, its types, and applications. Interior decorators/architects will throw light primarily on institutional and corporate use of laminates. Carpenters would also provide information on the role of colors, designs, brand names, prices, and thickness of laminates. Dealers will provide information on trade channels and practices and enable a SWOT analysis of unbranded vs branded laminates and then of major brands. Furniture makers/shops to find out reasons and criteria for selecting decorative laminates over 4/15/12

Techniques of Data Collection

Furniture makers, carpenters, designers, and dealers will be identified on the basis of volume of business conducted. Homeowners will be those living in premium flats or bungalows only and within each sample town. A separate instrument/questionnaire will be designed for each segment to 4/15/12 studied. Indepth interviews will be be

Phase-2
Major players in the market and their shares. How is the market currently segmented: In the organized sector, what distinguishes one brand from another. Buyer behavior of end users. Level of awareness of brands among

4/15/12

Feedback from the trade with respect to a) Pricing b) Discounts/incentives c) Distribution system d) Payment terms e) Advertising and other support from. Data has collected separately from each segment. And also focuses on the different Durability Design Color Finish/Type attributes of laminate.
Price Thickness 4/15/12 Branded vs. Unbranded Nature of application

Centers for conducting studies

Mumbai Delhi Madras Ahmedabad Bangalore/ Hyderabad

4/15/12

Time & Cost

Phase 1

Time required 7 weeks Cost Rs.1,00,000

Phase 2

Unless done simultaneously, time required 5 weeks(min) Cost Rs. 25,000

Total cost for the submission of report = Phase 1 + Phase 2

4/15/12

Awareness level of various decorative laminates. User ship of different laminates. Usage of various materials of interest.

Research objective: Agency B

Comparative rating of decorative laminates vis--vis other substitute materials of interest on select attributes. Brand image of various branded laminates. Decision making process. Level of satisfaction with current brand of laminate.

4/15/12

Method used :

Group discussion Depth interview Expert interview

User segment covered. Time & Cost.

7-8 weeks after the receipt of the concept card to submit the top line findings of the client. Total cost- Rs. 2,80,000

4/15/12

Agency C
The primary objective of this study is to obtain inputs for deciding critical elements on the marketing strategy:

Basis of segmenting the market. Market segments to concentrate. Position to be adopted for the product. Distribution channel decision. Pricing decision Decision related to product Decision related to advertisement,

4/15/12

Information areas :

Information relating to the market. Information relating the buyer/role influencer Information relating to the product Information relating to the dealer Two stage research :

1) Primary research 2) Secondary research

Primary research Phase 4/15/12

o

1 Preliminary research

Time & Cost

Time: The total time required for the

study would be 8 weeks. Cities Cities
Bombay

Cities in Option 1 Delhi

Calcutta Madras Bangalore Hyderabad

Cities in Option 2 Delhi

Calcutta Madras Bangalore Hyderabad Kanpur Lucknow Chandigarh Ahmedabad Pune Jaipur

Bombay

4/15/12

4/15/12

4/15/12

Comparative analysis among agency A, B & C

Factors Agency A 125000 5 In depth interviews Agency B Agency C Result Cost No of cities Method of data collection 280000 4 Group discussion Depth interview Expert interview 1 215000 12 Primary research Secondary research A C C

No of phase

4/15/12

Thank You
Click to edit Master subtitle style 4/15/12