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RESEARCH CARRIED BY: MOHAK JAIN

International Management Institute, New Delhi


(9711197890)

Table of Contents
DCM SHRIRAM LIMITED ................................................................................................................................................................... 3
FENESTA BUILDING SYSTEMS ........................................................................................................................................................... 4
TRACK RECORD........................................................................................................................................................................................ 5
Setting Benchmarks ....................................................................................................................................................................... 5
Quality Tested................................................................................................................................................................................ 6
Window Installation ...................................................................................................................................................................... 8
Product Range ............................................................................................................................................................................... 9
Features ......................................................................................................................................................................................... 9
Fenesta Advantage ........................................................................................................................................................................ 9
MARKETING PLAN.......................................................................................................................................................................... 11
MISSION .............................................................................................................................................................................................. 11
MARKETING OBJECTIVE........................................................................................................................................................................... 11
TARGET MARKET ................................................................................................................................................................................... 12
MARKETING RESEARCH PROCESS .............................................................................................................................................................. 12
Research Objective ...................................................................................................................................................................... 12
Data Sources................................................................................................................................................................................ 13
Research Approaches .................................................................................................................................................................. 13
Data Analysis ............................................................................................................................................................................... 13
Operational Strategy ................................................................................................................................................................... 15
MARKET TRENDS: MARKETING POINT OF VIEW ........................................................................................................................................... 16
FENESTA.COM ............................................................................................................................................................................. 16
Augmented reality ....................................................................................................................................................................... 17
NEED OF AUGMENTATION REALITY FOR FENESTA ......................................................................................................................................... 19
HOW AUGMENTATION REALITY WORKS FOR FENESTA ................................................................................................................................... 20
ACHIEVEMENTS THROUGH AR APP FOR FENESTA ......................................................................................................................................... 21
FINANCIALS.................................................................................................................................................................................... 22
TIMING: ............................................................................................................................................................................................... 23
STRATEGIC POSITIONING ............................................................................................................................................................... 23
MINIMALISTIC MARKETING ...................................................................................................................................................................... 23
HOW MINIMALISTIC MARKETING WORKS FOR FENESTA .................................................................................................................................. 24
STRATEGY FOR MINIMALISTIC MARKETING ................................................................................................................................................... 24
Examples of Minimalistic Marketing for Fenesta ........................................................................................................................ 27
EXHIBITS ........................................................................................................................................................................................ 30
EXHIBIT-I.............................................................................................................................................................................................. 30
EXHIBIT-II............................................................................................................................................................................................. 31
EXHIBIT-III............................................................................................................................................................................................ 33

DCM Shriram Limited


DCM Shriram Ltd. is a leading business conglomerate with a group turnover of Rs. 6400 crores. The business
portfolio of DCM Shriram comprises primarily of two types of businesses.
Agri-Rural Business
Urea & SSP fertilizers, Sugar, Farm inputs marketing such as DAP, Crop care Chemicals, Hybrid Seeds

Chlor-Vinyl Business
Caustic Soda, Chlorine,Calcium Carbide, PVC resins, PVC Compounds, Power and Cement. Also it has a
value added business Fenesta Building Systems.
DCM Shriram, a spin-off from trifurcation of the reputed erstwhile DCM Group in 1990, is managed by Mr.
Ajay S. Shriram, Chairman & Senior Managing Director and Mr. Vikram S. Shriram, Vice Chairman &
Managing Director, along with a highly professional executive team.

Fenesta Building Systems


Fenesta Building Systems is India's largest UPVC windows solutions provider, specializing in the design,
manufacture, installation and service of precision-engineered made-to-order UPVC window and door systems.
Fenesta is an end to end service provider right from extrusion of UPVC profiles to installation of windows.
The extrusion plant in Kota manufactures UPVC blend, especially engineered for Indias harsh climate. The
profiles are extruded in Kota are sent to factories across the country. The company has fabrication units all
across the country in Bhiwadi (for North India), Mumbai, Bangalore, Chennai and Hyderabad. The fabrication
units and Extrusion plant of Fenesta meet the highest international standards of quality and productivity.
Fenesta has an all India set up with 16 sales offices and 4 factories. Besides, the company has a team of more
than 100 sales person spread all across the country. While purchasing a Fenesta product, the customer is
assured of design support, offsite fabrication, firm commitments on deliveries and a trained installation team, to
ensure consistent quality.

Track Record
Setting Benchmarks
1 Million windows installed in the last five years
Fenesta serves 150,000 Indian homes and scores of hotels, hospitals, factories, showrooms and schools across
India.
Fenesta has won more than 1000 orders from real estate developers and builders, several of them of 10,000
windows and more. No window company In India can match this record.
Fenesta's clients : The Who's Who of India's Developers
Fenesta has won the confidence of India's most renowned developers, among them DLF, Brigade and Prestige.
In addition, leading developers from each zone are Fenesta's clients: Ramaniyam, Parsn, Appaswami, IVRCL

and Sobha in the south, Raheja, Magarpatta and Panchsheel in the West, Omaxe, Assotech and Mahindra in the
north and Ambuja Realty, the PS Group and Odyssi Homes in the East.
The preferred window in hotels, hospitals and schools
More than 100 hotels like Le Meridien, Leela Palace, the Lalit, Ashoka and Lemon Tree and
leading hospitals like Wockhardt, Leelavati, Hinduja and Gangaram have installed Fenesta windows. Fenesta is
also the preferred choice of educational institutes across the country.

Knowledge
Made in India. Made for India
Only Fenesta incorporates a set of special weatherproof features that can withstand India's extreme conditions:
onslaughts of ultra violet rays, tropical heat, monsoon storms, high-velocity winds and high humidity levels.
European and Chinese windows are not made for this environment.

Different design preferences


Since its arrival in 2003, Fenesta has tracked regional preferences. In the south, conventional slider
and casement windowsare the most popular; in the west, large sliders with monsoon proof features are in big
demand; in the north, where styling is the main consideration, combinations of fixed, casement and sliding
windows are the most wanted.

Customization
Unlike Europe and the US, India has yet to standardize window sizes. They vary from project to project and
home to home. To cope with this complexity and ensure customization, Fenesta has in place teams of surveyors
in each town of each region who measure each aperture; manufacturing units close to each market; and teams
of trained installers at each location.
Replacing windows in individual homes without inconveniencing families requires special skills which Fenesta
has mastered through its proprietary Fenesta Retail Management System (FRMS).

Quality Tested
Certified by independent authorities
Tested by specialists, Fenesta sets the standard in weather resistance, surface finish, stress, dimensional
tolerances, UV stability, weld strength, wind load, air filtration, water penetration and ease of operation. BSI
(UK) has certified that Fenesta conforms to European standard 12608 with respect to accelerated weather
testing. Fenesta also conforms to BS7413 and BS 7412.
The sound and thermal insulation properties have been certified by IIT, Rourkee.

No short cuts in manufacture


While others use mechanical joints, every Fenesta window is fusion-welded. While others fix the glass at the
site, the glass on each Fenesta window is factory fitted. Fenesta follows international guidelines of window
manufacture at every stage. Even the packaging has special damage-proof features.

Hardware from the world's leading manufacturers


Every little detail has a quality stamp. Even the hardware, imported from Europe, is tested for 20,000 cycles.

Tested for Indian conditions


The Fenesta UPVC profile has been approved by BSI, UK on several performance parameters in extreme
weather conditions. Independent authorities have certified Fenesta windows for structural strength and sound
insulation. Windows are tested for wind load and monsoon resistance before they leave the factory.
Environment, health & safety
The extrusion plant at Kota is the recipient of the British Sword of Honour for its unblemished safety record.
All Fenesta factories are ISO 9000, 14000 and 18000 certified

Capability to execute large orders


Fenesta has executed as many as 20 orders of 10,000 windows and above, the largest of 70,000 windows a
national record. On the strength of its well-oiled infrastructure, Fenesta has won the trust of prominent
builders and several repeat orders from them.

The Proprietary Project Management Systems: A unique feature


A delay of even a single day can set you back by lakhs of of rupees. A proprietary project management system
(FPMS) keeps regular track of construction to align windows installation in real time to prevent any delays.

Separate service systems for individual homes


Individual homes need personalised attention to ensure minimum inconvenience to familty members. FRMS
(Fenesta Retail Management System) ensures old windows are replaced with new ones in a painless transition.
Team of experts Fenesta has specialists in window engineering, production, installation, sales and services.
Installation experts ensure measurement accuracy at the time of site surveys and proper use of anchor fasteners
and silicone, safe work practices and storage,quality checks and site hygiene at the time of installation. There
are no gaps between promise and delivery.

Design - Fenesta offers custom window & door designs


Fenesta has a well qualified Design and Technical team that has its pulse on the latest consumer trends, market
feedback and customer needs. It focuses on customer needs in every city and designs products accordingly. The
expertise of the Design team helps Fenesta to design custom doors and custom windows that are perfect for the
unique Indian requirements. These include design preferences, climatic conditions and tastes. Given below are
two examples of the innovative custom doors and windows that Fenesta has designed over the years.
Growing trend of high rises was captured by Fenesta very early in 2007 and the products were designed
likewise. Wind pressure in high rises multiplies many times and normal window do not match up. Fenesta has
designed stronger windowsthat can stand up to wind loads of 245 km per hour.
Monsoon prone areas like the coastal areas along the western and eastern coasts face torrential rains. Fenesta
has recognized this special need and custom designed monsoon proof windows for India which feature a
special drainage mechanism that ensures no rain seeps in.

End to End Service


Fenesta controls the entire cycle, from extrusion to installation
Fenesta is the only company in the world that controls the entire supply chain and thus ensures quality at every
step. The various steps in the chain include:
Blending: Supplies of PVC come from its very own plant in Kota. The tropical blend is prepared by adding
various additives to make it withstand extreme weather conditions
Extrusion: : The state of the art extrusion plant feeds fabrication facilities across the country with window and
door profiles.
Design: Fenesta's design team suggests appropriate window designs keeping in mind wind load, insulation and
aesthetics.
Site Survey: Trained survey team measure each opening to ensure correct fabrication.
Manufacturing: Five factories located across India, close to major markets produce customized window and
door designsas per client requirements.
Installation: Trained teams ensure timely installation as per client norms.
Thereafter, skilled teams control every subsequent function: Blending, extrusion, design, survey, manufacture,
quality practices, project management, delivery, installation and post sales service.

Window Installation
Fenesta is a modern product and it follows modern construction practices. Correct window installation is
critical to ensure optimum performance. A poorly installed window can undo product advantages.

No more carpenters in your home


Carpenters make a mess in your home as they go about nailing together window frames. Aluminum frames are
no better. Most of them are crudely welded and poorly installed.

Team of experts
Window installation experts ensure measurement accuracy at the time of site surveys and proper use of anchor
fasteners and silicone, safe work practices and storage, quality checks and site hygiene at the time of
installation. There are no gaps between promise and delivery.

Window Installation: The Fenesta Way


Old civil practices with wooden windows require windows frames to be installed in the beginning or during the
civil work. However, in the case of Fenesta, the complete window comes as one unit and is fitted after all civil
work is over.
The correct stage for Fenesta window installation is just before the last coat of paint. The site should be clear of
unnecessary material like cement, scaffolding to avoid damage to the windows.

The steps involved in Fenesta's installation are as follows:

The windows are fixed in each aperture with anchor fasteners


Gaps between the masonry and the frame are filled with high grade silicone and an acrylic sealant
Each window is tested and certified for operation
Each window is cleaned thoroughly
The debris is cleared and the site restored to its original state

Product Range
I.

Windows: Casement, Slider, Combination, Tilt & Turn, French, Slide and Fold, Bay, Balcony, Villa,
Windows.
Doors: Casement, Sliding, Balcony, French, Composite, Slider and Slide and Fold/Bifold
Conservatories: Recently introduced in India by Fenesta - Conservatory is a room having glass roof and
walls, typically attached to a house on only one side, used as a greenhouse or a sunroom. Its and
extension of your home and can be installed even on penthouses.
Colors: Once you have selected a Fenesta UPVC door or window, you can further customize your
UPVC fitment's look with our color options Light Oak, Mahogany, Pristine White and Walnut

II.
III.

IV.

Features
Fenesta UPVC windows offer a number of benefits over conventional wood, aluminum and steel windows. It
also offers a wide choice of design and colour, require low maintenance and are aesthetically superior to
products currently available in India. They are especially engineered for Indian climate with benefits, that
greatly improve quality of life. Some of these benefits are as follows:

Noise and Dust Proof: Silicon sealing, multi point locks and non-conducting properties of UPVC make
these windows noise and dust proof.
More Sunlight, brighter rooms: Strength of windows allows Fenesta to make windows that are large in
size, allowing more sunlight.
Monsoon proof: The company has engineered a special windows for heavy torrential rains.
Windows to withstand high wind speeds by imparting additional strength.
Ventilation: Ease of use allows ample ventilation and sunlight in the house.
Maintenance free and long lasting These windows do not require paint or polishing and are therefore
maintenance free.
Saves Energy These windows cuts air conditioning costs significantly.

Fenesta Advantage

Fenesta is an end to end service provider right from extrusion of UPVC profiles to installation of
windows. (supported with world class infrastructure)
Raw material comes from parent company DCM Shriram one of the oldest PVC manufacturers of
India
In house design team to innovate India centric solutions.
Site Survey and measurement by trained professionals

Separate Project Management systems for retail and projects


Post Sales service and dedicated customer care centre
Extensive Experience: More than a million windows installed, nearly 150,000 customer homes and
Client List consists of Whos Who of Indias Developers
Pan India Network: Presence in 50 cities, 4 manufacturing centres, over 100 showrooms across the
country.

MARKETING PLAN

Mission
The key to marketing strategy is the focus on professionally managed client groups within a limited
geographical area and the emphasis on customer intimacy, responsiveness, and affordability.
Fenesta shift from being perceived as functional hardware product to an aspirational lifestyle brand.

Marketing Objective

To engage with the current and potential customers as well as influencers.

To build a brand loyalty and reinforce the brand among its clientele.

To popularize the Fenesta Signature Studios in their respective locations.

To build a brand among its target group.

Target Market
Fenesta Building system will focus on the following markets:
Segmentation

Primary Audience

Secondary Audience

Occupation

Home Owners
(Urbane, educated,
travelled,
professional)

Architect, Interior
Designer & Builder

Age

35 50 year age
Male and Female
+ 30 lakh per annum

Geographic

Gender
Income
Distribution
Region

Young, dynamic, &


experienced.
Male and Female

Pan India

Pan India

Psychographic

Personality

Undertakes constant
innovation

Undertakes
Recommendation strategy

Behavioral

Lifestyle
Benefits

Culture-oriented
Quality
Service
Endurance

Design
Variety
Color

Loyalty status
Attitude towards
product

Strong
Satisfactory

Absolute
Enthusiastic, Positive

Demographic

Marketing Research Process


Research Objective
To learn about peoples knowledge, beliefs, preferences, and satisfaction for

uPVC product
Fenesta Building System
Data Sources
A research survey has been taken with a sample size of 20 people. The sample set
consists of 5 top North-Delhi Architects/Builders, 5- North Delhi Faculty Members, 10Industrialists ( with income >30 Lakhs per annum) and Demand of Price Quotation
from Esscon Engineers Pvt. Ltd., sales unit North Delhi. ( For Respondent details,
refer Exhibit)
Research Approaches
Following criteria has been chosen to measure the response.
I.
I.I

I.II

II.
III.

Preference among wooden window, uPVC window, and Aluminum window


If chosen uPVC window,
Preference to which brands or company for the same
Preference to Fenesta, as a brand
Expected Price
Any recommendation further
Any past, purchase of the same brand
If chosen non uPVC product window, then which product
Expected Price
Awareness of uPVC window
Awareness of benefits of uPVC window over other products
Awareness to Fenesta as a brand
Rationale behind choosing the desired product
Briefing about the Fenesta as a brand, if lack of awareness about uPVC or
Fenesta.
Any recommendation or preference, now

Data Analysis
Our survey of Architects/Builders indicates the following

3 broad categories of construction/building Housing exists namely,

Group Housing
Commercial
Personal Residential.
In Group Housing category, uPVC windows are preferred along with other
material windows like wooden, aluminum, steel windows, PVC windows.
In latter two categories, 90% preference is given to wooden windows and
doors by both primary and secondary audience.
Price comes out to be the most decisive factor for choosing the material for
the windows.
It is usually observed in the market that uPVC is perceived as costlier
product than its counterparts. Market perception is that it is seen 2-3 times
more costly product than aluminum and wood.
70% - 80% architect have the same opinion about the uPVC window
costing.
In cities like Gurgoan, Noida uPVC windows are being installed on a
maximum scale. Moreover, Fenesta brand is mostly preferred among the
uPVC windows.
In group Housing category, the Project cost and the market factor influence
the material use in construction or interiors. That is why, when there is less
margin per flat or house for a builder he prefers to install windows with a
low price material say, aluminum, or iron.
What surf excel is for washing powder, Fenesta is for uPVC.
Already well established in the European markets, where uPVC caught on
with improved building codes and green concerns, there is now a rise in
acceptability in the 'newer' markets like India.

Our interviews with Fenestas potential key customers indicate the following
In group housing category, customer awareness for uPVC windows is
nearly 50%.
In commercial and personal residential category, customer awareness for
uPVC product is nearly 1%.
Architects are the soul drivers and counselors when it comes to decision,
which material is need to be use for windows.

Misconception among potential customers for benefits of uPVC over


aluminum or wood. A prospective buyer needs to be convinced of the longterm benefits, cost recovery over time.
Windows and doors as a category is very-very low interest category.

Our Conversation with one of the Fenesta Showroom indicate the following
Contact Person: Mr. Shekhar Awasthi/ Mrs. Mukta Awasthi
ESSCON ENGINEERS PVT LTD
601,GD-ITL Northex Tower ,A-09
Netaji Subhase Place, Pitampura
Newdelhi
Mobile:01127352299
Quote No:- BH/572/ESS
Off:- Quote Date:- 20 Nov 2014
Email:- essconindia@gmail.com
High scope of negotiation when dealing with the dealers.
Excellence in Customer service has been shown.
Operational Strategy
I.

II.

III.

There are 4 major components in any doors & windows...i.e. uPVC Profile,
reinforcement, fittings & glass type. So price varies with change of components
type. Fenesta can look forward for flexibility in its operations by supplying only
uPVC profiles to dealers across India. This in turn will help to cut operation cost
and build strong brand image. Moreover, it would lead to better customer
perceived value.
The market is changing, getting tougher, and the competition is getting better.
In addition to existing local competitors, there are new competitors and the
rising national uPVC fabricators. The market demand has changed from a
mainly retail one to a fragmented market with new build and other high growth
and demanding sectors. Maintaining excellence is only a ticket to the game.
Need for a check in pricing strategy from Fenesta showrooms and dealers to
customers. A proper control measure and policies can help to change the
perception of Fenesta uPVC window in the market esp. to those
customers who have lack of awareness and who are price conscious.

Market Trends: Marketing Point of View


FENESTA.COM
Analysis
A website is as important tool as any other marketing tool. We Observe the Fenesta.com user
click in comparison to other closet competitors in uPVC window.
Company
lghausys.com
Fenesta.com
veka.in
rehau.com

Unique Visitors
(each day)
684
1,707
240
3,207

Traffic
(daily page views)
2,961
7,839
444
10,362

rajshriplast.co.in

56

281

Website Value
$ 2,161 USD
$ 5,723 USD
$ 324 USD
$ 7,564
USD
$ 205 USD

Table 1: Fenesta.com Traffic Trend in comparison to other competitors

Source (Alexa)

Comparison of top keyword(s) search before locating to the website


FENESTA.COM

Rajshriplast.co.in
% of Search
Traffic
Keyword

Keyword

% of Search
Traffic

1. upvc windows

20.56%

1. pvc bathroom doors

34.04%

2. upvc doors

19.48%

2. pvc doors

25.57%

3. fenesta

9.38%

3. pvc sheet

17.59%

4. fenesta windows

7.95%

4. pvc door

12.68%

5. aluminium doors and windows

6.73%

5. pvc sheets

4.99%

Source (Alexa)

Which sites did people visit immediately before visiting Fenesta.com

Site

1) google.co.in

Percent of Unique Visits

20.8%

2) facebook.com

12.0%

3) google.com

11.2%

Inferences
I.

uPVC products unless PVC products are less known among the primary
audience or secondary audience. This is why they depend on informative site
and product selling website initially.

II.

uPVC windows and uPVC doors share equal keyword search before re-locating
to Fenesta website. This means that Fenesta needs to push marketing strategy
for both the products with equal focus to create value-creation for the company.

III.

Fenesta website sees one of the highest number of unique visitors each day.
This means the website should look customer friendly and can be use as a
platform to promote New Fenesta Application.

Augmented reality
Augmented reality is tough to explain, but it does exactly what its name implies. The example that most people
can relate to is its use in televised sports, where computer-generated graphics provide insight into the action.
The basic idea of augmented reality is to superimpose graphics (like the first down yard line for your football
fans), audio and other sensory enhancements over a real-world environment in real time. Augmented reality
works by overlaying virtual information onto the real world to augment (or addinsights) to the experience. In
recent years, other great examples of augmented reality have surfaced, including in-store packaging
applications, engineering manuals, educational books and games.

This technology brings an amazing dimension to print communication. A customer points her smartphone
(enabled with an augmented reality app or reader) at a code embedded in a print piece to activate additional
content. This content could be a pop-up window of additional information, a 3D projection of an image or
an enhanced view using the phones camera.

Fig: The Virtuality Continuum: Augmentation Marketing

Mobile AR Market split in major Revenue streams:

Need of Augmentation Reality for Fenesta


1) Create integrated media experiences
The rapid adoption of smart phones has forever changed the way that your customers consume media.
The fact that the majority of your customers have this new technology within arms reach at all times is
a great opportunity to create an integrated experience. Use it to make your printed material come to life
and engage your audience. If you see every brand touch point as an opportunity to engage digitally,
everything you do will become interactive.
2) Customers value utility
The way that customers perceive value is changing. Consumer data is valuable and your customers
know it. To manage this evolving world todays marketers need to think beyond the traditional
customer value propositions of offers and discounts. Digital experiences give you the opportunity to
create utility, create an experience that is genuinely useful.
3) Look for opportunities to surprise and delight
If we can help our customers see our brand in a new and exciting way then even the most mundane of
marketing touch-points can take on a new life. The great thing about weaving technology into the
overall customer experience is that it gives us a whole new set of tools to draw from and countless
ways to creatively deliver a message.

Fenesta manufactures uPVC windows that offer competitive advantage over its substitute products like
wooden windows and Aluminum windows. We have a niche target segment and that is why it is important to
create a differentiation over our competitors by creating a trust, an ease of experiencing through changing the
perception how Window which is seen more as functional, hardware product to an important part of a home
while renovation or construction. Other challenges include:

Home owners are


usually guided by
Architects, Interior
Designers and
Builders

Need of Mass
marketing
mediums

German products
to low quality
Chinese imports

Small un-organized
players

New entrants into


the market

Fig: Major challenges Fenesta faces in todays scenario

How Augmentation Reality works for Fenesta

The Fenesta smartphone application will be free, and also there would be no in-application payments
mechanism in this version, the application will be designed to increase sales.

Consumers can use the augmented reality feature to try out how uPVC windows look on their walls
before buying.

The application also serves as a branding tool that drives consumers into Fenesta studios or contact
nearby sales executive.

The expected estimation is hundreds of thousands of downloads of this app in only few months
primarily because of word of mouth, blogs and media that will echo the story.

The target demographic of the app is the same as Fenestas in general but we are focusing to target mass
in the app as it can create a much needed buzz to boost sales.

Mobile loyalty program to build a database of consumers interested in receiving discounts from the
sales executive can help Fenesta to assist those customers. Here, focus should be on individual home
builders.

The text-to-enter loyalty program is a means for Fenesta would be in-built in this application to start a
dialogue with interested consumers.

Fig: Augmentation Reality works for Fenesta

Achievements through AR App for Fenesta


Quote by Alex Murphy, president and business head, Fenesta Building Systems at the
launch of Fenesta studio, Noida's TGIP.
Alex Murphy, said, "When you buy a car, you go for a test drive, touch it, feel it and
then you decide whether it's the one for you or not. But, when it comes to building a
home, we don't have an option to do the same. So, in order to make the whole
visualizing experience a reality, we've opened the studio. A right window in the right
place can transform homes. We can help you out if you like a particular door or
window in our studio but don't know how it will look in your house. You can bring a
picture of your house and we will give a presentation on how it will fit into the house. It
gives a good idea of customization of designs and colors and you can pick unique
design concepts."
Through Fenesta AR smartphone Application, it would be possible to create a
differentiation in the market.
It will help to build Brand FENESTA.

By eliminating burden of customers to bring pictures of their homes to the


studios. As today biggest dilemma is Windows is being considered as a
functional, hardware product and here our priority is to tackle the target
segment psychographics.
Good idea of customization can be assisted better if customers at their home can
access application and see by themselves how uPVC windows with new colors
and modern- tech look at their walls. This would give them a fair idea that unlike
wooden windows, uPVC windows can be installed even after 2nd coating of the
wall paint.
It would help to create an awareness and interest among Home owners and they
would take initiative themselves by asking about the Fenesta uPVC products to
their respective Architects.

Financials
Pricing Breakdown:

*source (Marxent labs)

Base pricing for the project


Software Licensing, User Interface/Experience
development, and creation of trackable images

3D Models
Video
2D Effects

$20,000 unpublished/live
event
$25K published for iOS only
$10,000 additional to include
Android
$3,500-$5,000/model
$1,000/video
$1,000-$2,000/effect

Landing Page

$5,000 or we can guide you


through the build

Maintenance

3 Months basic app


maintenance included

Extended Maintenance

Additional Features

$250/month (minimum 6
months)
(Otreva)

Feature

Estimated Cost

Social Login

$ 09,690

User Profiles

$ 19,380

Custom User Interface

$ 38,760

Rating System

$ 19,380

Total

$87,258

Timing:
When developing a project, it is usually 2 weeks after an agreement has been signed to nail
down a storyboard and finalize the concept. From there, actual production time usually
ranges anywhere from 8-10 weeks. For published apps, allow roughly two weeks for App
Store approval.

Strategic Positioning
Launching the application by positioning the #WindowOfHappiness on social networking sites
and social informative sites
Target: Youth as they can create a positive W-O-M for Fenesta application

Minimalistic Marketing
This idea of minimalism is transcending every facet of our lives today. Art, writing, websites, emails,
marketing, advertising, packaging, designs, aesthetics, social media, promotions and lifestyle
everyone is jumping onboard with this notion. Minimalism serves the need of an audience which is
tired of opulence, ostentation and being overwhelmed. It lets them escape clutter and keep things
simple.

Marketing as we all know is the art of conveying value to the customer and imprinting it in their
minds. It survives on understanding and manipulation of the psyche of the prospective customers.

Looking at the caliber of minimalism to ring bells in customers brains, marketers have bought in this
idea big time.

How minimalistic marketing works for Fenesta


I.

It will help brand Fenesta resonates.

II.

It will help building the perception of the product windows as an aspirational lifestyle need
than just a mere functional hardware product.

III.

It can help creating a buzz among the secondary audience who are the greatest influencers
(Architect, Interior Designer & Builder) when it comes to recommendation of the brand and the
uPVC window as a product.

IV.

It can help to visualize operational and development concepts behind Fenesta PVC with ease to
understand among target group.

V.

Through Minimalistic marketing approach, it will help to build a consumer mind mapping for
the product which can lead to enhancement of brand re-call value and ultimately brand loyalty.

Strategy for minimalistic marketing


I.

We can target Indias top Home Dcor Magazines as marketing strategy to increase brand
awareness. Here, we need to advertise through minimalistic marketing as it is one of the best
ways to express what your brand is.

II.

We can target Social Networking sites especially Facebook Fenesta Page. This would enhance
customer engagement with the brand. Moreover, it will also lead to create a buzz online.

III.

We can create special blogs about how important uPVC windows can be when one is creating
his or her home. In blogs, we can use minimalistic marketing approach to simply convey the
benefits of the product and the brand.

Home Dcor Magazines In India


Better Interiors Magazine
Society Interiors Magazine
The Ideal Home and Garden
Better Homes and Gardens Magazines
GoodHomes Magazine
Inside Outside Magazine
The Design Source Magazine
Casaviva Magazine
Architecture Design
Home Trends Magazine
Elle Decor Magazine
Home Review Magazine
Kitchen Review
CW Interiors Magazine
Interiors & Decor Magazine
Home & Happiness Magazine
The Inside Track Magazine
Domus Magazine
insite Magazine
Home Fashion India Magazine

Circulation
1,49,000
1,12,000
1,07,000
1,02,000
1,00,000
84,000
82,000
80,000
75,000
75,000
74,000
68,000
25000
50,000
44,000
20,000
33,000
20,000
12,000
8,000

Readership
4,47,000
3,36,000
3,21,000
3,06,000
3,00,000
2,52,000
2,46,000
2,40,000
2,25,000
2,25,000
2,22,000
2,04,000
2,00,000
1,50,000
1,32,000
1,00,000
99,000
60,000
30,000
24,000

Frequency
Monthly
Monthly
Monthly
Monthly
Monthly
Monthly
Bi-monthly
Monthly
Monthly
Monthly
Bi-Monthly
Monthly
Bi-Monthly
Monthly
Monthly
Quarterly
Monthly
Monthly
Monthly
Monthly

Language
English
English
English
English
English
English
English
English
English
English
English
English
*
English
English
English
English
English
English
English

Table: Top Home Dcor Magazines in India with other details

Card Rates
Rs. 1,20,000
Rs. 1,35,000
Rs. 1,25,000
Rs. 2,50,000
Rs. 1,50,000
Rs. 1,15,000
Rs. 80,000
Rs. 2,25,000
Rs. 1,50,000
Rs. 2,00,000
Rs. 1,50,000
Rs. 85,000
Rs 75,000
Rs. 75,000
Rs.48,500
Rs. 45,000
Rs. 1,00,000
Rs. 1,40,000
Rs. 45,000
Rs. 1,00,000

Top Magazines in India: An important marketing strategy for Fenesta

Examples of Minimalistic Marketing for Fenesta

Example 1: Usage of the tagline Noise drives us crazy. Can windows give us Peace?

Example 2: Usage of the tagline Can you help us reduce air conditioning costs?

Example 3: Usage of the tagline Can windows be an eye catching feature?

EXHIBITS

Exhibit-I
Data Source: Respondent Details
S.no
1.

Name
Dr. N.K Mittal

2.

Mr. Sanjay
Jethi
Mr. Kuldeep
Sharma
Mr. Narendra
Kumar
Mr. Sohan
Singh

3.
4.
5.
6.
7.
8.
9.
10.
11
12
13
14
15
16

Company
M/s Re info-tech
Consultants
M/s Linear Concepts
M/s Vishkarma Interior
M/s Sunrise Design
Consortium
M/s A2k Consultants

Contact No.
(M):
9810133292
(M):
9811205100
(M):
9810511335
(M):
981033820
(M):
9891506777

Category
Architect/Builder
Architect/Builder
Architect
Architect
Architect/Builder

Ms. Mukhta

M/s ESSCON
(M):
Fenesta
ENGINEERS PVT LTD 01127352299 Showroom
BPIT

18

Ms. Monika
Sharma
Mr. Shushant

19

Mr. Dinesh

BPIT

20

Ms. Shilpi

BPIT

17

BPIT

(M):
9873728810
(M):
8810599300
(M):
9105255300
(M):
9789154500

Faculty: Civil
Engineering
Faculty: Civil
Engineering
HOD: IT
HOD:
Civil
Engineering

Exhibit-II: Business cards

Exhibit-III: Quotation Price: Fenesta Showroom


ESSCON ENGINEERS PVT LTD
601,GD-ITL Northex Tower ,A-09
Netaji Subhase Place, Pitampura
Newdelhi
Mobile:-

Quote No:-

BH/572/ESS

Off:01127352299
Email:- essconindia@gmail.com

Quote Date:Quote Valid Till:-

20 Nov 2014
21 Dec 2014

To,
Mr.Mohak Jain
Kundli
Delhi
DEL
9312897005

rravi.p17@gmail.com

Dear Sir/Madam,
We are delighted that you are considering Fenesta uPVC Windows and Doors for your premises. Fenesta has
gained rapid acceptance across all cities of India for the overwhelming advantages of better protection from noise ,
heat, rain, dust and pollution.
In drawing this proposal, it has been our endeavour to suggest designs which would enhance your comfort
and aesthetics from inside and improve the facade of the building.
Fenesta has a well established service network to deliver seamless service at your doorstep. Our offer comprises
of the following in enclosure for your kind perusal:
a) Window design, specification and value
b) Terms and conditions of Work Order
c) Floor Plan and Route map to site
We now look forward to be of service to you.
For,

M/S ESSCON ENGINEERS PVT

Authorised Signatory
Note:
1)The delivery address given to us is:
Kundli
Delhi
DEL
9312897005
rravi.p17@gmail.com

BH/572/ESS/LEF-20130205

Print Date:- 20 Nov 2014


Contact Us : 1860 266 2666

SPECIFICATIONS

DESIGN

S.No

750

2600

750

Design- Coupling Frame


Type-

3100

Width- 4,100 mm
Height- 3,100 mm

QTY

UNIT
PRICE RS
Rs 91089.9

AMOUNT RS
Rs 91090

66647.2
Rs 91090

Area- 136.81 Sqft


Glass- Glass toughened 6mm

4100
Window Code - W1
Location-asghh

Weight -284.05 Kgs

Design- 3000 CASEMENT FRAME

Rs 26105

Type- S3000 CASEMENT EXT

750

Width- 743.5 mm
Height- 3,100 mm
Area- 24.81 Sqft

1600

3100

Glass- Glass toughened 6mm


Profile Finish- Pristine White
Handle Type: ESPAG

750

Handle Color- WHITE


Bug Screen- No

744

Corner Finish- Raised

Sash Profile : C65PS2 LH CSMNT SASH

BH/572/ESS/LEF-20130205

Print Date:- 20 Nov 2014


Contact Us : 1860 266 2666

Design- 3000 CSMT FRAME

Rs 38880

Type- S3000 CASEMENT


Width- 2,589 mm

750

Height- 3,100 mm
Glass-

1600

3100

Area- 86.39 Sqft


Glass toughened 6mm

Profile Finish- Pristine White


Handle Type: NA

750

Handle Color- NA
Bug Screen- No

2589

Corner Finish- Raised

Design- 3000 CASEMENT

Rs 26105

FRAME Type- S3000 CASEMENT


EXT Width- 743.5 mm

750

Height- 3,100 mm
Area- 24.81 Sqft
Glass-

Glass toughened 6mm

1600

3100

Profile Finish- Pristine White


Handle Type: ESPAG

750

Handle Color- WHITE


Bug Screen- No

744

Corner Finish- Raised

Sash Profile : C65PS2 RH CSMNT SASH

BH/572/ESS/LEF-20130205

Print Date:- 20 Nov 2014


Contact Us : 1860 266 2666

1400

1400

Design- Coupling Frame


Type-

2
3100

Width- 2,800 mm
Height- 3,100 mm

Rs 47214.9

Rs 47215

101192.6
Rs 13830

Area- 93.43 Sqft


Glass-

Glass toughened 6mm

2800
Window Code - W2
Location-hlsdjh

Weight -201.4 Kgs

Design- 3000 CSMT FRAME

Rs 23607

1550 3100

Type- S3000 CASEMENT


Width- 1,394 mm
Height- 3,100 mm
Area- 46.52 Sqft
Glass- Glass toughened 6mm

1550

Profile Finish- Pristine White


Handle Type: NA
Handle Color- NA
Bug Screen- No

1394

BH/572/ESS/LEF-20130205

Corner Finish- Raised

Print Date:- 20 Nov 2014


Contact Us : 1860 266 2666

Design- 3000 CSMT FRAME

Rs 23607

1550 3100

Type- S3000 CASEMENT


Width- 1,394 mm
Height- 3,100 mm
Area- 46.52 Sqft
Glass-

Glass toughened 6mm

1550

Profile Finish- Pristine White


Handle Type: NA
Handle Color- NA
Bug Screen- No
Corner Finish- Raised

1394

2000

1950

3
310
0

Design- Coupling Frame


TypeWidth- 3,950 mm
Height- 3,100 mm

Rs 57844.8

Rs 57845

143515.5
Rs 19615

Area- 131.8 Sqft


Glass- Glass toughened 6mm

3950
Window Code - W3
Location-asjdh

BH/572/ESS/LEF-20130205

Weight -265.04 Kgs

Print Date:- 20 Nov 2014


Contact Us : 1860 266 2666

Design- 3000 CSMT FRAME

Rs 29111

1550 3100

Type- S3000 CASEMENT


Width- 1,994 mm
Height- 3,100 mm
Area- 66.54 Sqft

Glass-

Glass toughened 6mm

1550

Profile Finish- Pristine White

Handle Type: NA
Handle Color- NA
Bug Screen- No

1994

Corner Finish- Raised

Design- 3000 CSMT FRAME

Rs 28734

1550 3100

Type- S3000 CASEMENT


Width- 1,944 mm
Height- 3,100 mm
Area- 64.87 Sqft

Glass-

Glass toughened 6mm

1550

Profile Finish- Pristine White

Handle Type: NA
Handle Color- NA
Bug Screen- No

1944

BH/572/ESS/LEF-20130205

Corner Finish- Raised

Print Date:- 20 Nov 2014


Contact Us : 1860 266 2666

870

870

Design- 2T2P TOP DOUBLE FIXED

Rs 46255.7

Type- COMBINATION

Rs 46256

177359.1
Rs 24240

Width- 1,740 mm

6
4
1

Height- 2,300 mm
Area- 43.08 Sqft

23
00

Glass-

Glass toughened 6mm

16
59
Profile Finish- Pristine White
Handle Type: FLUSH PATIO
Handle Color- WHITE
Bug Screen- S56 PS2

1740
Window Code - W4
Location-sad

Weight -128.16 Kgs


Sash Profile :S65 PS1
Hurricane Bar : No

Design- 15WCWF0000 DOOR PROFILE


Type- S1500 CASEMENT DOOR PROFILE

Width- 1,740 mm

Rs 15874.3

Rs 15874

188973.7
Rs 25828

Height- 2,300 mm
Area- 43.08 Sqft

2
3
0
0
Glass-

Glass toughened 6mm

Profile Finish- Pristine White


Handle Type: NA
Handle Color- NA
Bug Screen- No

1740

Window Code - Op
Location-fd

Weight -69.04 Kgs


Hurricane Bar : No

BH/572/ESS/LEF-20130205

Print Date:- 20 Nov 2014


Contact Us : 1860 266 2666

188973.7

Sub Total

Rs 258280

258280

Admin Charges

0
Included

Excise
VAT/CST @

32285

12.5 %

Packaging

Rs 32285
0
4500
0

Transport Cost
Lead & Lift Charges
Special Handling Charges

Special Packaging Charges

Installation Charges @

30/SQFT

Rs 15107
0

Other Charges
Grand Total
Total Weight: 947.67 Kg

Rs 310171
Total No. of Windows - 5

Signature of Customer: ___________________________

BH/572/ESS/LEF-20130205

Print Date:- 20 Nov 2014


Contact Us : 1860 266 2666

Terms and Conditions:


1.All payments for the Estimate cum Work are to be made in advance. Work shall commence after receipt of the said amounts
and / or upon credit of the Cheque.
2. All payments should be made payable by A/c payee Cheque or Demand Draft only. Cheque /DD should be payable to the
account of Business Associate as mentioned on this Estimate cum Work Order.
3. The Fenesta Business Associate reserves the right to stop the said works if payment is not received.
4. If any payment is made through cash, the stamped and numbered receipt issued by the BusinessAssociate will be
the proof of payment received.
5. Estimate will be valid for a period of 30 days from the date of the said Estimate of supply cum Installation Order.
6. Estimate will only cover the supply and installation of Windows and Doors as mentioned in the saidEstimate cum Work
Order. Any amendments/ changes to the said Estimate cum Work Order will be carriedout only upon issuance of a fresh
estimate by Business Associate.
7. All payments will be appropriated by the Business Associate even in case where the saidEstimate cum Work order is cancelled
or changed.
8. The prices are based on the sizes provided by the customer. The prices are valid for variation in sizes up to +/- 50 mm per
window provided
the design and style of product remains unchanged.The Customer will be charged on pro-rata basis For difference between
the actual sizes and given sizes,if any, beyond the above variation.
9. It Is requested to promptly approve our drawings and make sure that the designs are as per the drawing
provided.Commencement of manufacturing is possible only after receipt of approval of the same.Please note that our
deliver commitments are reckoned from the date of receipt of approved drawings.
10. Customer shall make the site available exclusively to the applicants For carrying out the said works,until its due
completion. All deadlines for work completion are subject to the customer handing over the site.UPVC windows and doors
are finished products unlike aluminum and wood products which are fabricated at site.So it can suffer heavy damage from
mortar, cement work etc. This necessitates that UPVC windows and doors arefitted after the end of construction work and
when the fit out work is started at the site.
11. For supply snd installation of windows by Business Associate, a warranty certificate will be provided byFenesta
Building System as per Fenesta Standard Guidelines
12. All claims for rework during the warranty period shall be subject to inspection of site and approval by authorizedFenesta
Representative.
13. Fenesta Building System or the Business Associate do not take any direct or indirect responsibility save and exceptwhat
is mentioned herein above.
14. Aforesaid terms and conditions are not subject to any change unless duly amended oraltered by an authorized
representative in writing. *Lead Time:_____Working days from the Date of measurement (subject To site being made
available All the Time)
*Lead And lift charges included upto 4th floor only. Above that upto 10th floor Rs. 100 per window will be charged extra
15. All disputes shall be subject to Delhi jurisdiction only.
16. Kindly retain this document For All future communication

Payment Details:
Cheque/Receipt No.

Date of Receiving Cheque

Cheque/Receipt Date

Bank Name

Amount (Rs.)

I hereby accept the estimate as per above mentioned price and specifications. I have read and understood
the terms & conditions and agree to them
_____________________________

____________________________

Signature of Business Associate

Signature of Customer

BH/572/ESS/LEF-20130205

Print Date:- 20 Nov 2014


Contact Us : 1860 266 2666