Contact details of the site visited:

Type of
business(contractor, Is the client
Date of mason,dealer,builde interested?(yes/n
Group No. visit Name of person Contact number Name of shop/business Area r) o/maybe)

13-4- Jay Shree Khodiyar Wholeseller and

5 2023 Dhrumil Gajjar 9624986858 Hardware Stores Sarkhej Retailer May be
13-4- Wholeseller and
2023 Samir Mirza 9998880330 Firdosh Cement Depo Juhapura Retailer May be
13-4- Building Material
2023 Gulzarbhai 8866822311 Raj Marketing Juhapura Supplier May be
13-4- Building Material
2023 Shahnawaz 8128115053 Raj Pipe Centre Juhapura Supplier May be
13-4-
2023 Faiyaz Gajdhar 9327727707 Century Marbles Sarkhej Dealer May be
15-4- Jay Shree Khodiyar
2023 Shailesh Raghuvanshi 9825020178 Hardware Stores Amraiwadi Dealer May be
15-4- Rajasthan Sales
2023 Anurag Gupta 7272020215 Corporation Odhav Dealer Interested
15-4- Univercity
2023 Shivang Patel 8128279190 Addor Builders Road Builders May be
 A Project Report On
“Marketing Project of SAFAL Products”
Submitted in partial fulfilment of the requirement for the award of

MASTER OF BUSINESS ADMINISTRATION

From
NARAYANA BUSINESS SCHOOL, AHMEDABAD
Subject : BA02103 – Marketing Management
Component : CEC – III Assignment

Submitted By
NAME :
MBA2022-007 Ashima
MBA2022-008 Ashishsingh Bhadoriya
MBA2022-033 Poorva
MBA2022-034 Prabuddha Kulkarni
MBA2022-036 Priyanshi Harish Pachauri
MBA2022-037 Purvi Rajendra Patil
MBA2022-038 Riya Kamalkumar Bhatt
MBA2022-039 Rohan Ramkrishnan Nair
MBA2022-045 Sanskrata Tripathi
MBA2022-046 Shashank Pandey

BATCH : MBA 2022-24

ROLL NO : MBA2022_037
SECTION : Omega
DATE OF SUBMISSION: 21/04/2023

Under The Guidance of

NAME : Indra Meghrajani
DESIGNATION : Assistant Professor
DEPARTMENT : Department of Marketing
Introduction of the Company and Products

BUSINESS INFORMATION
Company’s Name: SAFAL

Business Location: Block No. 282, B - Paiki 1 Plot No 2, Opp. Sabar Dairy, Himatnagar,
Boria, Gujarat - 383006.

Safal is a company that specializes in the manufacturing and distribution of high-quality tile
adhesive, grout, and latex products. The company has been in business for several years and
has gained a reputation for producing reliable, durable, and affordable products for the
construction industry.
The tile adhesive produced by Safal is specially formulated to provide a strong and lasting
bond between tiles and the underlying surface. It is suitable for both indoor and outdoor use
and can be applied to a wide range of substrates, including concrete, wood, and metal. The
grout produced by Safal is a cement-based material used to fill the gaps between tiles after
installation, ensuring a smooth and level surface. Finally, the latex produced by Safal is a
high-quality, water-resistant material used to reinforce the adhesive and grout, ensuring their
long-term durability.
Overall, Safal's products are essential for anyone involved in the construction or renovation
of buildings, whether it be for residential or commercial purposes. They provide a reliable
and cost-effective solution to tile installation and maintenance, making them a top choice for
builders, contractors, and DIY enthusiasts alike.
Mission
"SAFAL will strive to remain a leader in this industry and establish itself as a preferred
supplier of products and services to its clients and enhance the brand value for all
stakeholders.
As the organisation grows, as a responsible corporate citizen, Safal shall be sensitive to the
welfare and development needs of the society around it."

Vision
To create value on a sustained basis for all stakeholders of Safal through lofty standards of
transparency, accountability and responsibility, innovation and leadership.

Goal
Safal, a leading producer of high-quality products prides on itself on its commitment to
excellence and our dedication to providing our customers with the highest-quality products
and services available.
PRODUCT RANGE:

ADHESIVES:

SP CLASSIC 111:
Adhesive for fixing ceramic tiles indoor and outdoor areas
SP 555:
Adhesive for fixing vitrified tiles and ceramic tiles indoor and outdoor areas
SP 999:
Flexible mineral adhesive to fix vitrified natural stone on floor and wall
HERO PRODUT - SP1008:
Highly flexible, multi-purpose, structural adhesive to fix fully vitrified tiles & natural stone
of all types & size

GROUT:

For wall & floor tiles

Available in 25 colours
LATEX:

Waterproofing
Bond Coating
Multipurpose
Strategies proposed to penetrate the Market and Expand the Business:

The students proposed several strategies to penetrate the market and expand the business of
Safal. The key strategies are as follows:

1. Identify and Target Niche Markets: The students suggested identifying niche markets
that have a high demand for tile adhesives, grout, and latex. They suggested targeting
markets such as luxury hotels, high-end residential projects, and commercial spaces.

2. Develop a Strong Online Presence: The students proposed developing a strong online
presence through a user-friendly website, social media channels, and online
advertising. They recommended using social media platforms such as Instagram,
Facebook, and LinkedIn to showcase the company's products and engage with
potential customers.

3. Participate in Trade Shows: The students suggested that Safal participate in relevant
trade shows and exhibitions to showcase its products and build brand awareness.

4. Offer Incentives to Contractors: The students recommended offering incentives to

contractors who use Safal's products, such as discounts or loyalty programs. This
would help build long-term relationships with contractors and increase brand loyalty.

Strategies applied:

Market Research:

 Identified the target audience: Dealers, Builders, Contractors, Wholesalers and

Retailers
 Focus groups: Cement retailers, Tiles Dealers, Marble and Granite Dealers, Hardware
Wholesellers and retailers
 Area: Sarkhej, Juhapura, Sanand
  Understood their needs: Lower prices of Epoxy Grout than their existing products.
 Analyzed the competition: They used KAWACH, Araldite

Branding and Positioning:

 Used local language – Gujarati wherever needed

 Gave brochures to the visited sites.

Engagement:

 Ensured owners that the product is beneficial for them and sent them soft copies of
brochures, price lists and SAFAL’s owner details on: Whatsapp for follow-up
Experience of meeting different buyers:

The students had the opportunity to meet with different buyers, including contractors,
architects, and interior designers. They found that contractors were primarily interested in the
quality and durability of the products, while architects and interior designers were more
interested in the aesthetic appeal and design possibilities of the products. The students also
found that many buyers were willing to switch to Safal's products if they were convinced of
their quality and reliability.

 We visited Jay Shree Khodiyar and met owner Atul Gajjar. They deal with
sales of hardware. He seemed interested in our product after going through the
brochure. The overall interaction was positive.
 We visited Firdosh Cement Depo and met owner Samir Mirza. He was
skeptical before interaction because we were students who are females doing
sales but got convinced after few rounds of question answer. The rate of
Epoxy grout seemed reasonable to him and his reaction was positive towards
the product that SAFAL has to offer.
 Other owners are referred ones that deal with such products but were not
available whenever we visited their shop. The personnels working there
interacted and gave us the visiting cards.
Social Media Promotion and Results:

The students developed a social media promotion plan for Safal, which included creating
engaging content, using hashtags, and collaborating with influencers. The results of the social
media promotion were positive, with an increase in followers and engagement on the
company's social media channels. The students also found that social media was an effective
way to reach potential customers and build brand awareness.

Suggestions for the Company:

The students had several suggestions for Safal, including:

1. Develop an E-commerce Platform: The students suggested that Safal develop an e-
commerce platform to enable customers to purchase its products online.

2. Offer Customization Options: The students recommended that Safal offer

customization options for its products to cater to the unique needs of different
customers.

3. Enhance Product Packaging: The students suggested that Safal enhance its product
packaging to make it more visually appealing and differentiate it from competitors.

4. Some tiles retailers demanded glittery shades of colors in tile adhesives.

5. Add SAFAL owner’s contact details in the pricing list file.
6. Visiting card of SAFAL owner
7. High prices makes the dealers uninterested
Key Learnings from the Hackathon:

 Got the understanding the of the tile-adhesive and grout industry and market
 Identified problems: Competitor product prizes, Competitor product features
 Analyzed the market situation: Builders who have started construction will purchase
products prior, also the builders preferred to buy products from their known suppliers
Shops at Juhapura mainly consists of dealers of tiles, cement and hardware and the prefer
local language.

The students learned several key lessons from the hackathon, including:

1. Importance of Targeting Niche Markets: The hackathon taught the students the
importance of identifying and targeting niche markets to penetrate the market.

2. Power of Social Media: The hackathon demonstrated the power of social media in
building brand awareness and reaching potential customers.

3. Need for Customization: The students learned the importance of offering

customization options to cater to the unique needs of different customers.

Conclusion:

In conclusion, the marketing hackathon for Safal was a valuable learning experience for the
students. They developed several strategies to penetrate the market and expand the business,
gained insights from meeting different buyers, and learned the importance of social media
and customization. The suggestions made by the students can help Safal enhance its product
offering and reach a wider audience.