Team Caseomaniacs

Team members:

1) Kislaya Srivastava with 20 months of work experience

2) Vageesh Gupta (Fresher)

3) Chandrakant Vadluru with 13 months of work experience

Scope of the business case:

Our purpose of the study is to find solutions on how to develop the market of ply and laminate-
based furniture in underdeveloped markets (Tamil Nadu, Andhra Pradesh and Telangana) which in
turn will increase the demand for adhesive.

To have proper solutions we will firstly understand the market characteristics of the APnT and TN
which includes the customer’s preferences, perspective and attitude; topographic influence; and
issues faced by the contractors. This will give us the clear view of all the issues in the case study
which is to be addressed and solved.

In this case study we will find ways to convince the customers to use furniture made of laminate and
plywood and try to change their attitude and perspective about it. We will also find alternative
solutions faced by due to topographic influence (termite problem). Lastly, we will look into various
ways in which contractors can come in terms with customer demand in that region and how they
can increase their furniture sales.
For Changing the Attitude:

So, first we would try to change the minds of the people of underdeveloped markets through our
creative ads that can show what real affluence is. Since, to promote our products, we need to first
focus on selling more and more ply and laminate-based furniture. We can collaborate with plywood
manufacturers which will boost the sales of their company and in turn ours.

Advertisement 1: Mr. Shetty along with his family is going to meet his old friend Mr. Iyyer for
marriage proposal.

Mr. & Mrs. Shetty

might be arriving
anytime

Mr. & Mrs. Shetty arrived

After welcoming the Shetty family, they all

proceeded towards living room. As soon as Mr.
Shetty rested on a cheap quality chair it broke
down and Mr. Shetty had a terrible fall.

Jo dikhta hai woh Mr Shetty. Keeping his pride aside agreed for his son’s
hota nhi wedding as they are close friends.
So, buy good quality furniture because everyone can’t be as lucky as Mr Iyyer.

For Topographical Influence

Collaborating with plywood manufacturers we can promote their high-quality laminate-based

plywood which are of superior quality, moisture free and resistant to termites, we can again cater
our audiences’ mind through advertisement (online and offline).

Try and try again but

you won’t succeed!

Attitude to design

As for APnT and TN, functionality is the most important aspect of design, we can alter this attitude
by our advertisement(Ad 1) mentioning that, “In our world, whatever looks good is always good”
and then showcasing some of the best furniture products.

Contractors

We can appoint a sales team in collaboration with plywood manufacturers, who can meet the
contractors and persuade them to use more of their products. The sales team who are working on
the ground level can get incentives that depends on the number of products they sell. Also, the
advertisement that we made can also change the local ideals mentality.
Consumers

While collaborating with furniture making companies, we can suggest them to minimize the
construction time and focusing on a varied range of products. The pricing of the products should be
aligned to these markets. Since, many households are nuclear and both members step out for work,
so we can also suggest them to open for home delivery options.