The document discusses three agencies - Agency A, B, and C - and their proposals to conduct market research for Splendor Decorative Laminates India Ltd. Agency A proposes a two-phase study focusing on the premium laminate segment in major urban areas for Rs. 1,25,000. Agency B proposes examining brand awareness, usage, and ratings across user segments for Rs. 2,80,000 over 7-8 weeks. Agency C offers a two-stage study of the market, buyers, products, and dealers in various cities for Rs. 1,75,000-2,15,000 over 8 weeks. The conclusion is that Agency A's proposal focusing on major metro areas using a range of research approaches

1. Splendor Decorative
Laminates India Ltd.
Presented By:
Ayushi Agarwal
Juhi Bhanti
Shariq Aktar Khan
Shoeb Ashraf

2. Regarding the Company
• The company, Splendor Decorative Laminates India Ltd.
was established as a public limited company in 1992
with an authorized capital of Rs. 5 Crore.
• The manufacturing facilities were being set up in the
western region of the country.

3. Market & Competition
• The markets for decorative laminates was established to be around
17 lakh sheets/month.
• The market has been growing with an annual compounded growth
rate of about 14%.
• The number of units manufacturing decorative laminates was only
about 5 in the early 70s and by the 1990, there were more than 20
units manufacturing and marketing laminates.
• The highest intensity of competition was in the lowest thickness
market,like :
 Commercial Segment: (0.6mm thick sheets) several manufactures-
small players each catering to a limited geographical market and
competing with price.
 Premium Segment : (0.8 mm thick sheets or above) attract those
companies who had working with products having new textures-
design and shades as like – decolan, neoluxe,sungloss.
 Another Segment : that is at the lower end of market was highly
price sensitive and quality an d range did not effect on the purchasing
ability. However this segment was growing rather slowly whereas
premium segment was estimated to be growing at around 15%.

4. Object Of Research
Obtain inputs for deciding critical elements of
marketing strategy, which are:
 Market segments to concentrate.
 Product positioning decision.
 Product related decision.
 Distribution network and prices.
 Advertisement, sales, promotion and personal
selling.

5. Responses from three
different research company

6. Agency ‘A’
• They focused on two phases.
Under phase-1:
 Study of current market scenario
 Market Segmentation
 Buyer Behavior
 Trade Feedback in the industry
 Focuses on the premium segment of decorative laminates
 Six key segments –
 Manufactures of laminates
 Furniture makers/shops
 Carpenters
 Interior decorators or architecture
 Homeowners
 Dealers ( SWOT analysis)

7. • Data has collected separately from each segment. And
also focuses on the different attributes of laminates like:
color, design, finish/type, branded Vs non branded,
price, thickness, nature of application and durability.
• Centers for conducting studies
Study will be confined to very urban metros and mini-
metros.
▫ Mumbai
▫ Delhi
▫ Madras
▫ Ahmadabad
▫ Bangalore/ Hyderabad

8. • 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
= Rs. 1,25,000
• Payment Schedule
▫ On completion of the study =Rs 90000
▫ On submission of the report=Rs 35000

9. Agency ‘B’
• Awareness level of various decorative laminates.
• User ship of different laminates.
• Areas of usage of various materials of interest.
• Comparative rating of decorative laminates vis-à-vis other
substitute materials of interest on select attributes.
• Whether specific brand is used or not.
• Time required for the project :
 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
• Method used :
▫ Group discussion
▫ Depth interview
▫ Expert interview

10. • User Segment Covered
▫ individual home builders
▫ Carpenters and furniture makes
▫ Interior decorators and architecture
• Total Cost- Rs. 2,80,000
• Time required for the project :
▫ 7-8 weeks after the receipt of the concept card to submit the
top line findings of the client

11. Agency ‘C’
• Information areas :
▫ Information relating to the market.
▫ Information relating the buyer/role influencer
▫ Information relating to the product
▫ information relating to the dealer
• Time required :
• 8 weeks from the date of commissioning the study to the presentation of
the research finding
• Obtain inputs for deciding critical elements of marketing
strategy, which are:
▫ 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, promotion and sales.

12. • Two Stage Research :
▫ Secondary research
▫ Primary research
 Phase 1 – Preliminary research
 Phase 2- Retail study
 Phase 3- expert opinion sample survey
• Cost
▫ Option 1- Rs. 1,75,000
▫ Option 2- Rs. 2,15,000
• Option Available:
▫ Cities catered in Option 1
▫ Cities catered in Option 2
Bombay Bangalore
Delhi Calcutta
Hyderabad Madras
Delhi Kanpur Lucknow
Pune Bombay Jaipur
Ahemdabad Jaipur Calcutta
Madras Bangalore Hyderabad

13. CONCLUSION

14. Comparative analysis among
Agency A,B & C
• Agency A is the option for Mr. Chandra to takeup
as:
▫ The agency focuses on the major metros.
 Mumbai
 Delhi
 Madras
 Ahmadabad
 Bangalore/ Hyderabad
▫ It uses a wider range of research area.
 B conducted study in 2 metros and 2 mini metros. Because of
which A had a wide range to cover whereas C conducted survey
in too many cities which are not relevant for a new firm to
expand its business.
▫ It also concentrates on the upcoming markets.
▫ Focuses on the premium segment

15. THANK YOU