B2B Marketing

CE – 4 (Case Study)

Submitted to: Submitted by:

Dr. Neha Singh Shweta Saha (1-20-129)
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CASE STUDY ANALYSIS

Govind doors Pvt. Ltd.: STP Strategies

1) Do you think it was a right decision of the company to target all the
segments?
No, I don't believe Mr. Arun Kumar made the best move in targeting all segments. In
my opinion, PVC and FRP doors are perfectly divided according to the needs of
different organizations. Government contractors concentrated on reducing the prices
and good after-sale support, with their salespeople calling their officials and
completing the necessary tasks. Solidex Brand, Fiberex Brand, and Lightex Brand are
not subcategories that the corporation should pursue.
Secondly, the corporation has not positioned or targeted the non-wood-based market.
The director should do a thorough analysis and subcategorize according to the
demands of the customers. It is not a good idea to categorize Lightex Brand as being
of lower quality. Because the market for PVC and FRP was growing at a much higher
rate, the company needed to evaluate significant consumer criteria and choose a
market positioning strategy that was highly safe.

2) What target market strategy would you suggest and why?

The company would be suggested to target the following segments in its strategy.

a. Behavioural segmentation:
In this segment, company should target upon those Hotels, Offices & Houses who
maintain their Status by the designs and interiors.
Why this target strategy?
 In order to establish a good reputation, these targets will increase their spending on
interiors.
 The company may sell its High Quality High Price doors to these consumers in order
to turn them into loyal customers by providing them with excellent service.
 If the quality and service impress these customers, they'll buy medium-quality,
medium-priced doors for their building's non-visible regions.
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 For non-security locations where their department offices separate, offices may
acquire both medium and poor grade doors.
 In the case of residences, low-cost bathroom doors may be used.

b. Demographic Segmentation:
In this segment, the firm should focus on consumers whose lifestyle is influenced by
their income, family background, and family size. In addition, the company should
target consumers who believe that these sorts of doors are environmentally beneficial.
Why this target strategy?
 People with higher incomes will seek out high-quality doors (regardless of price),
while those with lower incomes would seek out low-cost doors (irrespective of the
quality).
 The larger the family, the more living space is necessary. They will select high or
poor quality doors from our inventory based on their family's needs.
 If we target educated individuals who believe these sorts of doors are environmentally
good, we can sell our doors to them.

It's essential to consider the difficulties in each section. As a result, we may classify it into
three categories: high-end, medium-end, and low-end. Replacement fabricators will utilize
indirect channels, which will result in higher distribution costs. There will always be
contractors that choose low to medium prices when it comes to government organizations. In
the case of the high end, the builders will seek to have the best quality possible, regardless of
the cost. Individual owners are present as a challenge in every category. It is preferable to
concentrate on high-end clients since it is difficult to meet the expectations and needs of ten
consumers, thus it is better to service two high-end customers successfully and profitably
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3) How would you develop a positioning strategy for GTEX brand of

the company including its sub-brands?
We would develop a positioning strategy based on:
a. Product characteristics or Consumer Benefits: This strategy focuses upon the quality
of the product. We’ll address the brand’s durability, dependability and reliability. For
example, a slogan like “stronger than ever” communicates strength and reliability in a
market where similar products exist but are differentiated through consistency of
product characteristics.
b. Pricing: This strategy focuses upon the relationship between Price and Quality (PVC
or FRP material). In comparing quality and price of doors, a buyer might assume that
Higher price of Fibrex brand is higher in quality. Conversely, a lower-priced door will
position for affordability.
c. Usage: Positioning of a product can also be done based on its Usage or Application. A
product can expand its consumption by developing its uses and applications. We can
reach out to a larger market or change the purpose of the brand or product, positioning
based on its usage or functioning.
d. Product Process: Another positioning approach is to associate the product with its
users or a class of users. This is when a brand is associated with a specific user or
class of users. Endorsements by famous personalities or product influencers are
examples can be done. Repositioning based on the application will help a brand that is
already positioned to expand by sharing the market.
Mediums that can be used:
• Advertising
• Social media
• Conference
• Events
• Marketing campaign
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THANK YOU