STP OF SOMANY CERAMICS

STP strategy in marketing plays an important role in the society for brand
identification as well as promotion and dividing the parts at different sectors in
the market. In today STP is considered a familiar approach in today’s marketing
era. It is considered one of the most applied practices in modern marketing
strategy for the company also. This model helps in creating marketing plans and
developing personalised and relative messages that are helpful for an audience
as well as for society. Somany ceramics is considered one of the global leaders
in the tiles segment in today’s market. somany also deals with its STP in the
market to dive its products into different segments to cater for the needs of the
customer in the market. STP also deals with the insight of consumer behaviour
regarding the product in the market. In the tiles industry, the major focus of
consumer behaviour is on durability, price and a healthy environment for the
customer in the market. From the years till now somany ceramics is delivering
high-quality and differentiated products in the market and has managed to
create its brand value in the tiles market. So, the STP of somany ceramics Is
Done In the following ways: -

Segmentation: - Segmentation refers to dividing the products of the company

into different lots to the customers according to different factors like
demographic, psychographic, behavioural, Sociographic etc. Through
segmentation, we can identify niches with specific needs to deliver more focus
on effective marketing strategies that are prevalent as a marketing insight to
customers in the market. Somany ceramics focus on Tier I/II/III Cities, Rural/
Urban Areas, private/public customers, and owners/builders.

Based on Buyer’s characteristics like: -

 Up market Buyers and High-Quality Seekers.

 Key Factor for Purchase

 Colour Variety
 Market Share
 Cost and Economical Worth
 Mode of Purchase
 Buying Bulk from Developer

Decorative tiles

• Veil Craft (VC) Shield Tiles

• Trendy Swarovski Tiles
• Nano Polished

Glazed Vitrified Tiles • Natural Finish Tiles

industrial sector

• Vitrified Tiles
• Ceramic Tiles
• Porcelain Tiles
Targeting:

targeting in the consumer behaviour model helps to identify target markets

where products are sold and distributed in the market. Targeting also helps to
evaluate the potential and attractiveness of each segment based on Criteria,
Differences, Money, Accessible, Focus on different benefits etc. somany
ceramics mainly focus to target areas Owners/builders having projects in Urban
i.e. Tier I and Tier-II cities.

well as to customers for differentiation in products portfolio as well as target the

specified market in tiles industry. Somany ceramics focus on

targeting of tiles to contractors, builders, and developers and helps in provide

considerably as well as durability of products in the market and mainly focuses
on the smoothness of the product also. tiles are mainly targeted to homeowners,
as well as contractors also

  Targeted to house owners: -

Asian Paints is targeted to the channels of B2C customers by targeting the
middle higher-class households by promoting ‘so many vitro and to high-class
customers in promoting their high-performance brand in the county i.e Ceramic
Wall

and Floor, Polished Vitrified Tiles, Glazed Vitrified Tiles and Digital Tiles.

  Targeted to builders
somany ceramics help in targeting contractors by selling Somany-launched
glazed vitrified tiles as an attractive alternative for high-end marble and
mosaic. Durres VC 50 is a blend of technology of VC Shield and glazed vitrified
tiles which are ideal for high footfall areas and are available within a variety of
shades and designs. So many Digital (Durable) are available in polished and
unpolished finishes which can replicate the look and feel of almost any object -
stones, rocks, bamboo & marbles etc.

Targeting may be based on the quality & pricing of the tiles. With the help of
the segmentation technique so many ceramics offers innumerable products and
these products are targeted to different customers at different places also. To
successfully target customers some ceramics website features a section
dedicated to informing customers about the quality of tiles
Positioning:

Somany ceramics has a global strategy that focuses on innovative and high-
quality tiles. is being marketed as unique designs tiles and Tile Visualizer to
give customers a 1st hand approach. With Salman Khan as the brand
ambassador so, many ceramics reinvented tiles products well known as an
international brand

Development Strategy:
Investing 2% to 2.5% annually in strengthening the Brand.
 New innovations in industry like Tile laying solutions.
 Participated in well-known International trade exhibitions in Spain and Italy.
 Introduced Tile Visualizer to give customers a 1st hand approach.

Current Campaign:

SomanyCeramics SalmanKhan as its brand ambassador

 SomanyCeramics'new ad campaign promises tiles that can match

every personality

 Somany Ceramics launches a citizen movement campaign

#ZameenSeJudayEkSaath

Situating Strategy:

The brand stands for youthfulness, affordability, fashion, durability and status
symbol.

Continuous branding activities enabled Somany to improve brand recall and

gain significant brand recognition. The company differentiated itself from
competitors by setting up exclusive retail outlets and showrooms to give
customers a feel of how the tiles would look when used. To strengthen its
relationship with the audience, the company participates aggressively in
various trade expos (nationally and internationally) and organizes more dealer
meets to widen its regional penetration.

Brand Equity:
Somany ceramics image guarantee is to give customers top calibre, genuine
quality products while likewise uplifting them to carry on with a superior way
of life. The circulation foundation is all around associated, guaranteeing that
the brand guarantee is kept up with.

Contender's technique:

H&R Johnson has been able to implement better sound product

and brand management strategies (PBM) as compared to
Somany Ceramics because H&R Johnson has better brand value
and brand positioning than the other company. H&R Johnson’s
products are less expensive and more durable than its
competitors. H&R Johnson has a better hold in the market of
Tier I and Tier II cities. H&R Johnson offers glazed wall and floor
tiles, bath products, kitchens, laminate/engineered wooden
flooring, and engineered marble and quartz. H&R Johnson can
expand its worldwide operations by merges and acquisitions.
H&R Johnson is giving tough competition to major players in the
market. H&R Johnson also has a strong financial position in the
brand.

Proposed Marketing Strategies for Somany Ceramics Ltd.

  Strong online presence – YouTube, Facebook, Twitter, LinkedIn, Wikipedia

  Search Engine Marketing (Text and display Ads both/ Programmatic buying)
  Facelift the website with promotional offers to end-user.
  Advertisement through Television commercials.
  Promoting 3D tile visualizer with virtual reality helping customers to visualize
their space
before they choose any product.
  Mobile application.
  Expansion of showrooms across India.
  Awareness of brand with Somany Design Studio.
  Acetech Exhibition (Asia’s largest exhibition)
  Festive Season Awareness
  Introduce new product series.