Market Estimation And Launch Strategy Of PSGE in the Twin-Cities

D.Prabhuvardhan Reddy Summer Trainee 2011

Objective:

To estimate the Market Potential of PSGE in the Twin Cities. Suggest Marketing activities and Launch Strategy of the same.

Flow:
1) Methodology Questionnaire Sample Sets Process Data Analysis Estimating the Quantity 2) Launch & Promotion Methods Contractor Dealer

Methodology

Process 1

Process 2

The Market

(a) Dealers Questionnaire:

Market Awareness ? Favorable features ? Customer split ? Consumers Attitude ? Percentage of Consumers who can be convinced ? Shade Preference ? Quantity can be sold ?

Sample Set:
Only 85

Critical Retailers (CRs) and Privilege Club (PCs). CRs & 19 PCs. most of the PCs . of remaining 66 CRs :

Cover Out At

least 3 from each territory (of 10 territories): 33 .

Sample Set:

PCs : 16 of 19. CRs : 37 of 66

Total # of data points : 53

Market Awareness:

Favorable features:

1: Water-Based; 2: Odorless & Quick-dry;

Customer Split:

AVERAGE 5.6

Can be Convinced ?

Average : 4.2

Shades you prefer :

Running shades. Creams & Browns. But however, When asked about would you prefer any direct shades??

NO
Shelf space. Inconvenience. In handling many number of bases.

Main reasons:

Derivation:
PGE (Product 1 + 26) PSE (Product 64)

-- Excluding the Shades that are not available in PSGE

-- % age of these shades in PGE(1) & PSE are Product PGE - 1 PSE Percentage 55.68 64.23

Consumer Potential:

On an Average :

1713 Lts p.a.

Per-month potential from each consumer to a dealer

143 Lts.
Extrapolating to 85 CRs:

12,155 Lts

(b) Contractor Questionnaire

Types of Projects? Number of sites ? Surfaces used on ? Quantity used ? Favorable features ? Quantity can be Converted ? Consumers who would be convinced ?

Sample Set

Gold and silver Contractors. 24 Contractors could give an appointment of 60 called. Random Sampling. The ratio of the complete enamel usage to replaceable by PSGE is calculated.

Surfaces Enamel is being Used:

Doors / Windows Cupboards / Wardrobes

Railings/ Grills / Gates Rusty dots appear after painting

Corridors / Staircases Kichens / Puja Mandirs Arches/ Pillars Parking Lots

Favorable Features:

1: Odorless , 2: Water-based.

Values Derived :

Total Enamel Being Used = Avg. no. of sites p.m. * Avg. enamel p. s.

Factors for Estimation: - Surfaces. - PGE to PSGE conversion rate. - Supportive Consumer rate.

PGE to PSGE conversion:

Convertible Quantity:

Maximum Usage by Contractor which can be replaced: 48.84 % Portion Of Contractor : 3661 Lts p.a.
Convertible Quantity : 1788 Lts p.a.

Total sale by contractors @ each Dealer :149 Lts

p.m.

For 85 CRs is :

12,665 Lts p.m.

Total Figure:

By Consumer :

12,155 Lts p.m.

By Contractor:

12,655 Lts p.m.

Total Market Estimation:

24.8 KL p.m.

2. Promotion
Dealers Meet: USPs : Water Based, Odorless & Quick Dry Eco- Friendly Product. (As Water-Based was most Favorable Feature)

Disadvantages of using turpentine. Product standards and Strong message. Luxury product & not a premium product.

Dealers perspective
To which group of customers can a dealer serve. - Hospitals. - Schools.

Better Push during Rainy season. Feature of Quick Dry. Orange Red Green

Dealers Skepticism

Too many variants . Luster, ) which have left bad impressions.

(LUGE(81),

Improper Supply of the orders. Rumor of failed product being re-launched.

Dealers Outlet:
THREE POINTS: - Shelf --- Desk --- Giveaway. GREEN SHELF: Space provided to place PSGE. Kismet Grass Holders : Water & Green, or amusing holders. Pamphlets : Shade card Sized. (Advertisement and Uses of PSGE), And With Some Shades.

On the dealers desk:

1. Lucky Grass with PSGE printed. with PSGE tin.

2.

An Artifice

Contractors Perspective:

Cases of severity due to use of turpentine. Rocketing Price of Turpentine or thinner (quality). For their fast-Business. Updating the consumer.

Contractors Skepticism :

Semi gloss Finish. Opacity & Thickness. Quick Dry. (Large Surfaces may leave Patches). Exterior Durability ? Price Factor.

Contrators Promotion:

Contractor Meet : USPs : Water-based & Odorless. Empathetic Videos for Strong Message. Safety & Health issues Emphasis on the POINTS they can get.
(50 % more than PSE as PSGE is a luxury and not a premium product).

Campaign : Say-Suvarna

PleaSe Give fEedback

You

Thank

Thank

You

Mr. Sireesh Rao, RM (Andhra Pradesh) Mr. Chirag Kapadia, AM (Secunderabad & Miyapur) And TSOs & staff of Asian Paints at Secunderabad.