3M CASE

ANALYSIS
Group 18:
Disha Kothari BJ21080
Lavanya Gupta BJ21090
Mihika Sen Sharma BJ21092
CASE SUMMARY

■ 3M is an American multinational conglomerate corporation based out of St. Louis

■ 3M started as Birla 3M in India, and now goes by the name of 3M India Ltd.
■ 3M applies science and innovation to make a real impact impact across the globe.
■ In the company, Dr. Kris Srikanth lead the R&D team, Debarati Sen was the
enterprising MD and Eesha was the Product Manager, amongst others.
■ 3M became more customer centric by innovating specific products for the Indian
market, the case mentions the development of Air Filtrete
■ 3M’s Filtrete brings together characteristics like ease of usage, affordability, design
efficiency and cost effectiveness
 REASONS FOR GAP BETWEEN
POTENTIAL AND ACTUAL SALES
Lack of Awareness
■ The awareness of inside home
air purification is a limitation
amongst general mass
■ There was a lack of
awareness of the company’s
product
■ Partnerships with Housejoy.in
and Jeeves.com were not as
impactful in achieving high
sales because of the high cost
of training of technicians
Launch Strategy Company Policy
■ The launch strategy focused ■ It focused on working with
on piloting the product before optimal resources and
investing in large scale measurable metrics with
advertisement scaling up coming in later
■ Hence, customer awareness stages of the product cycle.
and market penetration for the
■ Hence, projected growth in
first six months was very low
sales were not achieved
■ Their initiative of partnering
with AC manufacturers to
bundle Filtrete with their ACs
was met with skepticism
since most of them came with
their own air purifications
RECOMMENDATIONS:
■ Recommendations for a higher take off:
1. Increase advertisement to bridge the
gap between the product and the
customers
2. Optimise the listings on amazon.com
by categorizing it under air purifier, air
filter, air conditioners and other related
categories.
3. Target AC retailers to bundle sell their
product with Acs to increase sales
■ Brand plan for a sustainable market in
India:
1. Target the health conscious segment
and parents of newly-born more
optimally
2. Getting influencers and actors on
board to make a credible brand and
increase awareness
3. Target the critical AQI cities of India
and then penetrate to other regions to
have a scaled growth.