Water Proofing - manendra

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Water Proofing - manendra

  1. 1. Research on Emergency water Proofing <br />Presented By :<br />Manendra Kumar Shukla<br />
  2. 2. HISTORY<br />Founded in 1902 in Two Harbors, MN <br />1906 - headquarters moved to Duluth, MN<br />1921 - first commercialsuccess: Waterproof Sandpaper. <br />1925 - Scotch® Branded Masking tape and entirely new cellophane-based tape called “Scotch Tape”.<br />
  3. 3. Milestone in journey of company<br /><ul><li>In the 1960s & 70s, 3Mbegan a rapid expansion into multiple industries including display and graphics, video production, corrosion protection and digital audio equipment.
  4. 4. In the 1980s, 3M introduced the “Post-It® Note” product line.
  5. 5. 3M is ranked 101 in the Fortune 500.</li></li></ul><li>Company Overview<br />OPERATING INFORMATION<br /><ul><li>60 Countries, 35 with laboratories
  6. 6. 35 distinct business units
  7. 7. Manufacturing in 29 countries
  8. 8. Holds 569 U.S. Patents
  9. 9. In 2007, 3M spent 6% of its gross revenues on R&D
  10. 10. 2007 Sales: $24.5 Billion, 63% from outside United States
  11. 11. 76,000 employees, 7,000 Researchers</li></li></ul><li>MARKET-LEADING BUSINESSES<br />• Consumer and Office<br />• Display and Graphics<br />• Electro and Communications<br />• Health Care<br />• Industrial and Transportation<br />• Safety, Security and<br /> Protection Services<br />
  12. 12. Company Overview<br /> NOTABLE PRODUCTS<br />• Scotch-Brite™ Brand Cleaning Products <br />• Scotch® Brand Tapes<br />• Nexcare™ Brand Skincare Products<br />• Scotchgard™ Brand Fabric Protection<br />• Microtouch™ Brand Touch Screens<br />• FastBond™ Brand Adhesives<br />• Filtrete™ Brand Air Filters<br />• O-Cel-O™ Brand Sponges<br />• Post-it® Brand Notes<br />
  13. 13. Pre Launch Analysis of <br />
  14. 14.
  15. 15.
  16. 16. About The Product<br />Scotchkote -Roof coatings<br /> Emergency waterproofing <br />All weather application <br />Single coat application <br />Comes “ready to use” <br />Minimal preparation required <br /> Excellent adhesion <br /> Flexible <br /> Crack bridging capabilities <br /> Will seal through pounding water <br /> Low temperature application <br />Coverage Rate : 1.12 m² / kg at 500 microns dft, 12 ft² / kg at 20 mils dft<br />
  17. 17.
  18. 18.
  19. 19. Cities Covered<br />Haryana ( Gurgaon)<br />N.C.R. ( DELHI)<br />
  20. 20. Assessing the Current Situation<br />Methodology:<br />Interview of retailer / distributors<br />Internet research<br />Questionnaire <br />Market Size <br />Market Type<br />Competitors<br />Margin on sale<br />Pricing<br />Most preferable Brand<br />Promotional Activities<br />Equivalent Product<br />Feedback about our Product<br />Change.<br />
  21. 21. Rectangle market structure<br />Segment( entry , mid, niche)<br />Mid , Niche(high performance products)<br />Market size ( percentage market * cost of product*10 times)<br />
  22. 22.
  23. 23. Assessing The Current Situation<br />
  24. 24. Assessing The Current Situation<br />
  25. 25. Market Size<br /><ul><li> Market size for EWP in Delhi (NCR) 4%( 268 Lakes)
  26. 26. EWP Market is of 6.72Cr.</li></li></ul><li>Market size:<br /> Delhi (NCR)<br />No of paint Dealers – 2800<br />Total sale of construction chemicals Rs 24 Cr/ Month<br />In domestic Market the sale of Waterproofing chemical 28% is 5 to 6.72 Cr / Month<br />Roof Waterproofing products share is 34% in total water proofing.<br />
  27. 27. Market size:<br /> Gurgaon<br />No of paint Dealers – 950<br />Total sale of construction chemical in domestic market – 10 Cr / month<br />25% Waterproofing chemicals sale value 2 to 2.5 Cr/months.<br />68% of Population is aware about waterproofing.<br />.<br />
  28. 28. Assessing The Current Situation<br />
  29. 29. Competitors<br />
  30. 30. Dr.FIXIT<br />
  31. 31. Dr.FIXIT<br />
  32. 32. Cico<br />
  33. 33. Araldite<br />
  34. 34. Assessing The Current Situation<br />
  35. 35. Assessing The Current Situation<br />
  36. 36. Competition Analysis<br />Market Share :<br />Delhi(NCR)<br />
  37. 37. Competition Analysis<br />Market Share<br /> Gurgaon(Haryana)<br />
  38. 38. Assessing The Current Situation<br />
  39. 39. Delhi(NCR)<br />
  40. 40. Gurgaon<br />
  41. 41. Delhi(NCR)<br />
  42. 42. Gurgaon<br />
  43. 43. Assessing The Current Situation<br />
  44. 44. Product & Brand Positioning Map<br />Expensive<br />3M<br />Dr. Fixit<br />Quick<br />Slow<br />Cico<br />Araldite<br />Inexpensive<br />
  45. 45. Product & Brand Positioning Map<br />Expensive<br />3M<br />Dr. Fixit<br />High Quality<br />Low Quality<br />Cico<br />Araldite<br />Inexpensive<br />
  46. 46. Assessing The Current Situation<br />
  47. 47. Dr.Fixit Value Chain Mapping <br />Monthly Pay <br />26 in Delhi( NCR) & 15 in Gurgaon<br />10% Margin<br />2200 in Delhi (NCR) ) & 800 in Gurgaon<br />URP-20 to 25 % Margin<br />LW+ 25 to 30% margin<br />
  48. 48. Cico Value Chain Mapping <br />Monthly Pay <br />17 In Delhi(NCR) ) & 8 in Gurgaon<br />15 % Margin<br />1200 in Delhi (NCR) ) & 650 in Gurgaon<br />16 to 24 % Margin<br />
  49. 49. Araldite Value Chain Mapping <br />15 % Margin<br />8 in Delhi ) & 6 in Gurgaon<br />8 to 12 % Margin<br />1200 In Delhi ) & 800 in Gurgaon <br />15 to 20 % Margin<br />
  50. 50. Assessing The Current Situation<br />
  51. 51. :<br />DEMO CDS<br />
  52. 52. :<br />TV Advertisement<br />
  53. 53. :<br />Promotional Meet<br />
  54. 54. :<br />Newspaper Advertisement<br /><ul><li> TIP TIP TIP TIP………………………</li></li></ul><li>Assessing The Current Situation<br />
  55. 55. SWOT Analysis<br />a) Strength:-<br />1. Advantage of Proposition : No equivalent product in market <br /> 2. Capabilities: Instant water proofing<br /> 3. Competitive Advantage:<br /><ul><li>Differentiation –
  56. 56. All Weather Application
  57. 57. Quick Setting Time
  58. 58. DIY
  59. 59. Emergency Water Proofing(Unique Product)
  60. 60. Differentiation Focus-</li></ul> Catering to niche requirement(EWP)<br />
  61. 61. SWOT Analysis<br />4. Unique Selling Points:<br /><ul><li> All weather application
  62. 62. Low temperature application
  63. 63. Instant water proofing
  64. 64. Single coat Application
  65. 65. Ready to use</li></ul> 5. Innovative Aspect:<br /><ul><li>3M technology gives touch dry surface in 4-6 hrs
  66. 66. Works In wet as well as dry conditions</li></ul> 6. Location: Delhi and NCR areas nearby have huge requirement of such product<br />
  67. 67. SWOT Analysis<br />b) Weakness :<br /> 1. Disadvantage in Proposition : No awareness among the customers<br /> 2.Lack of competitive strength:<br /><ul><li> Cost focus
  68. 68. Cost Leadership</li></ul> 3.Timescale : Supplies of product are after monsoon.<br /> 4.Product durability : no guarantee.<br /> 5.Retail distribution channel is not available.<br />6.No staff for business development.<br /> 7.Price is much higher than competitors in market.<br />
  69. 69. SWOT Analysis<br />c) Opportunity :<br />1. Competitors vulnerability : <br /><ul><li> Their product works only in dry conditions.
  70. 70. No equivalent product
  71. 71. Setting time is 6 times
  72. 72. Multiple coat application
  73. 73. No DIY product
  74. 74. No ready to use product</li></ul> 2. Seasonal Influence : The requirement for EWP is in monsoon season<br /> 3. Target market : Delhi ( NCR)<br /> Gurgaon <br />
  75. 75. SWOT Analysis<br />d) Threats :<br />1. Competition Intensions: Short Product Life Cycle.<br /> 2. Market Demand: less market demand because product in nish market.<br /> 3. There are two new company entering in market.<br /> 4. New companies are A) –Perma Building ChemicalsB) -Fairmate Chemicals<br />
  76. 76. Assessing The Current Situation<br />
  77. 77. Five Forces That shape industry Competition<br /><ul><li>In 3M the suppliers are not more powerful because the</li></ul> supplier of 3M is not in Big then the firm. <br />Supplier’s power <br />
  78. 78. Buyer’s Power<br /><ul><li> Buyers are Individual Customers they are not powerful But Customer is Always king so we not forget him.</li></ul>Threat of new Internet<br /><ul><li>New internets of the Market is very Harmful for us if They have more Resources</li></ul>Parma Chemicals<br />Fairmate<br />Threat of Rivalry<br /><ul><li>Our rivalry firm is Pidilite’s Brand Dr. Fixit Which is very powerful in Indian market and market share is more then 68% Coverage</li></ul>Threat of Substitute<br /><ul><li>Major of substitute of our product is cement, tarcole , M-Seal .</li></li></ul><li>
  79. 79. Recommendations<br />
  80. 80. Recommendation<br />
  81. 81. Recommendations<br />
  82. 82. Sales Hierarchy<br />One RSM Per State<br />One ASM in a city<br />One ASM per Distributor<br />One SR in each zone of city<br />Four S.R. <br />
  83. 83. Selection of Distributor<br /><ul><li>Very good And reputed distributor selected only for distributorship.</li></li></ul><li>Recommendations<br />
  84. 84. Promotional Activities:<br />
  85. 85. Promotional Activities:<br /><ul><li>Newspaper like Times of India “property” & Danik Jagran hindi.
  86. 86. Radio channel like big FM, City FM.
  87. 87. T.V. channel like Sony, Star & Business News channel.</li></li></ul><li><ul><li> Target achieved by retailer then tour and big gifts for them.
  88. 88. Some gift like calendar , holi, dipawali, chrisms gift .</li></li></ul><li>Spot Repair<br />All weather application.<br />DIY<br />Can be kept at home and can be used in case of emergency. <br />Positioning of Product<br />
  89. 89. Product & Brand Positioning Map<br />Expensive<br />3M<br />3M<br />Dr. Fixit<br />Araldite<br />Quick<br />Slow<br />Araldite<br />Dr. Fixit<br />Cico<br />Cico<br />Inexpensive<br />
  90. 90. Product & Brand Positioning Map<br />Expensive<br />3M<br />3M<br />Dr. Fixit<br />Araldite<br />High Quality<br />Low Quality<br />Cico<br />Dr. Fixit<br />Araldite<br />Cico<br />Inexpensive<br />
  91. 91. Recommendations<br />
  92. 92. Packing Size : Fast moving Packing size is50,100,200, 500 ml , 1lt and 2 lt.<br />Product name: Name of the product should be easy to recall e.g.:- Quick fix (pidilite product)<br /> Packaging is very attractive which attract the customer to see and buy. <br />Product<br />
  93. 93. Recommendations<br />
  94. 94. Price of the Product<br />Because of the price sensitiveness of Indian customer I’m not suggest price more then 340 Rs.<br />According to my research if we se the retailer's perceived price for our product is in the range of 180 to 450 so in the range of this scale our price is good for the customers.<br />If we see the competitor’s average price for end customer Dr. fixit LW+ 105 Rs & URP 215 Rs , Cico no. 1- 45 Rs then our price 340 Rs satisfied all the constrain.<br />Here we also see that Dr. fixit LW+ is most prefferable by customer which is not much price and Cementations product.<br />
  95. 95. Recommendations<br />
  96. 96. Distribution channel<br />Consignment agent only provides place for keeping stock.<br />One distributor is Required Per City<br />
  97. 97. Target Cities Across India<br />
  98. 98. BCG Five Common Theme for Success<br />Set a bold, long-term aspiration<br />Offer a superior proposition for the<br />market<br />Build a competitive <br />and responsive <br />supply chain<br /> Set up an appropriate go-to-market model<br />Develop platforms that support growth aspiration<br />
  99. 99. Five Common Theme for Success<br />BCG Five Common Theme for Success<br />Creating a position of premium Product<br />Instant brand Recall in case of “EWP” <br /><ul><li>Instant Water proofing
  100. 100. All weather Water proofing
  101. 101. DIY</li></ul>Effective distribution Channel and Sales Team.<br />Efficient market Pull Strategies and Pricing .<br />Awareness among customers( Advertising and promotion)<br />

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