Presentation on Case Study - SOLID PLASTICS

1. SOLID PLASTICS INDIA LTD.
(SPIL)
REJUVENATION TOWARDS THE NEW ERA16TH
JUN 2010

3. HIGHLIGHTS : -
Identification of Marketing Challenges
Marketing Performance
Suggestions / Recommendations for the
Revival
Need of BRANDING

5. Sales Performance :-
NO OF
CUST
NO OF
ORD IN
2002
TOTAL
ORD
VALUE
% TO
TOTAL
SALES
BOTTLING & CONVEYING 81 334 20 Mn 33%
GENERAL ENGINEERING 183 440 6 Mn 10%
PAPER 152 197 20 Mn 33%
LINER 22 89 11 Mn 18%
RAILWAYS 1 46 4 Mn 6%
(1)Products for B & C and Gen Engg. Industry were customised – Scope to earn Higher
Margin.
(2)For Liners & Paper Industry – Product became standard Commodity. – Need to be
competitive

6. REGION WISE Performance :-
REGION
NO OF
CUST
POT.
Biz in
Last 2
Yrs
Active
DEALER /
AGENTS
Manpower
WEST – MUMBAI 282 40.2 17.7 Mn 14 1
EAST – KOLKATA 176 47.2 8.1 Mn 2 1
NORTH– DELHI 360 32.0 26.6 Mn 6 1
SOUTH – HYDERABAD 397 42.2 22.8 Mn 9 2
TOTAL 1215 161.6 75.2 Mn 31 5
(1) Western & Northern Region Needs more Focus. Reqmt of 1 more Manpower
(2)As no of Dealers / Agents are high so a Separate Dealer Cell will be reqd.

7. Dealer Performance :-
2001 2002
TYPE – A – DEALERS WITH SALES RS. 1.5 MN + 176 (79%) 120 (75%)
TYPE – B – DEALERS WITH SALES BETWEEN RS. 1 TO RS. 1.5 MN 31 (14%) 13.1 (8%)
TYPE – C – DEALERS WITH SALES UPTO RS. 1 14.45 (7%) 27.6 (18%)
TOTAL SALE THRU DEALERS 221.45(40%) 160.7 (30%)
TOTAL SALES OF SPIL 550 600
(1)Dealers contributed 40% & 30% Sales in 2001 & 2002 respectively.
(2)Sales of Type – C Dealers have gone up in comparison to Type A & B

8. Actions & Decisions :- Business Process Model
 Long Plates of Liners to be introduced
 Proper Scrap Utilisation
 - New Product to be developed from SCRAP
 Diversification – Heat / Fire / More WEAR resistant Grade to be developed.
 Change in Manufacturing Process to be introduced can result in a Profit of .4 Mn in Rly
Orders.
 Proper SEGMENTATION and selection of SEGMENT for Marketing the Product.
 More Focus to be given on HIGH MARGIN SECTORS – Gen Engg and B&C Industry.
 New Applications to be find, trial & established.
 Direct Customers / OEM must be handled carefully by the BRANCH.
 High Level of Rapport is required with the Customers
 Better Margins from Customised Solution can be obtained by Proper Pricing.
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9. Recomendations :-  Business Process Model
 A Separate Dealer Cell should be established to give support to Dealers
 No of Dealers should be Rationalised.
 Manpower to be recruited – 4
 1 – North / 1 – West / 1 – Dealer Development / 1 – HO.
 Train Dealer / Agent to assist in the Selling Process.
 Strategic Tie-Ups with Company providing solutions for BMH industry viz. TEGA
 After Sales Support can be covered by the help of Strategic Partner.
 Closely Held work out – promotional activity to be carried out along with the Sales Force of the Strategic
Partner.
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10. BRAND
TARGET SEGMENT
BRAND POSITIONING
HOLISTIC BRAND MGMT
(Promo / Service / Quality)

11. THANK
YOU
THANK
YOU