Presentation on why Parryware failed, what could be the recommendations to relaunch the brand Parryware.

1. Lalit Kr. Sharma 2011103 Yasser Ali 2011112
Nawal Ragit 2011119 Nitish Aggarwal 2011129
Prateek Sikka 2011140

2. COMPANY HISTORY
Established as a part of EID Parry
Murugappa group took over EID parry and
expanded the reach of Parryware
In 2007, PW came in a JV with Roca of
Spain
By 2010 became a 100% subsidiary of Roca
Sanitario

3. INFORMATION
• India and overseas markets of
Market
South Africa, Sri Lanka, the
Reach Middle East
Forward Integration:
Total bathroom
Sanitary ware
solutions

4. PRODUCT PORTFOLIO
Sanitary Allied Bathroom
Faucets Wellness
ware product furniture

5. PRODUCT PORTFOLIO (CONTD.)
• SANITARYWARE
1. Closets
2. Basins
3. Conventine
4. Urinals

6. PRODUCT PORTFOLIO (CONTD.)
• FAUCETS

7. PRODUCT PORTFOLIO (CONTD.)
• WELLNESS
1. Bath Tubs
2. Shower
Panels
3. Shower
Enclosures

8. PRODUCT PORTFOLIO (CONTD.)
• ALLIED PRODUCTS
1. Accessories
2. Cisterns
3. Seat
4. Pressure
Pumps
5. Kitchen
Sinks
6. Mirrors

9. PRODUCT PORTFOLIO (CONTD.)
• BATHROOM FURNITURE

10. Pricing Strategies
Competition Based Pricing
Premium Pricing

11. Brand promotion
• GLAMOUR ROOM
• Trendsetter
• Became Market Leader
• WOW! WHAT A BATHROOM
• Unable to sustain
• PERSONAL SPACE

12. Place Strategy
Retail customers
Commercial customers

14. BRAND PERSONALITY (CONTD.)
• BRAND LOGO

15. Brand Personality
Brand Name
Brand Logo
Tagline

16. BRAND PERSONALITY (CONTD.)
• TAGLINE
 Glamourooms: Not Just Bathrooms
 Add Glamour To Your Life
 Sparkling Clean Glamourooms
 Everything else can wait
 Surrender To Temptation
 Wow what a bathroom! (current tagline)

17. Communication Strategy
Billboards
Print Ads
TVC
Internet & Social Media

18. COMMUNICATION STRATEGY (CONTD.)
• BILLBOARDS

19. COMMUNICATION STRATEGY (CONTD.)
• PRINT ADS

20. COMMUNICATION STRATEGY (CONTD.)

21. COMMUNICATION STRATEGY (CONTD.)
• INTERNET & SOCIAL MEDIA

22. Recommended Strategies
• Re-launch
• Pricing
• Venture into kitchen appliances
• Improved customer service
• Get in touch with customers

23. Relaunch
• Repositioning
• IMC mix
• Radio ads
• PR events
• Trade fairs
• Experience centers
• Logo and Tagline
• Two suggestions for taglines:
• Be yourself
• A paradise in your home
• Sales promotion

24. Pricing
• Parryware has been taken over by Spanish Sanitary giant Roca Group
• It can leverage on this take over and charge a slight premium
• Portray itself as an international brand with newer, stylish, technologically
advanced, export quality products
• 5-8% premium on the Standard range products like Pearl, Jade, twist etc.
• 12-15% premium on the higher end products like Diamond, Agate, Ruby,
Trio, etc.

25. Venture into Kitchen appliances
• Kitchen appliances like cooker hoods, hobs, cook tops, built in ovens etc.
• Will give the customers greater number of options and also provide the
customer with a common theme on which they can customize their kitchens
and bathrooms.

26. Customer feedback
• Should constantly be in touch with dealers and consumers in order to keep
track of what customers want and innovate accordingly.
• We strongly recommend Parryware to come up with their official Facebook
page.

27. Improved customer service
• 10% increase in service quality leads to a 7% increase in
revenue
• Customers ready to pay 7% - 11% more for a promise of
good service
• Good after-sales service can be used to build a powerful
competitive advantage (Goffin, 2001)