Salon Ceramic

8/12/2019 Salon Ceramic

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Project At Glance-ame Salon Ceramic /t0.

A00re!! )A -ational ighway

/alpar oa0$ori.

!tali!hment 6ear 2++1

7orm o# Organi,ation (rivate /imite0

Acconting 6ear 31!t$arch

(hone 8+2)229 241*'1 32*4'+

7a: 8+2)229 241*21

mail !ale!;Salon

Ceramicin0ia.com


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Origin>Salon Ceramic (ro0ct? wa! e!tali!he0 in 2++1. The

company o##er! yo @n0ia! mo!t reliale ceramic tile! with worl0

cla!! technology #rom the worl0! lea0ing ceramic man#actring

companie! o# @taly.

>Salon Ceramic (ro0ct /t0.


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Growth DevlopmentSalon Ceramic (ro0ct !tarte0 it! operatin in @n0ia in 2++1a! a

(rivate #irm #or the tra0ing o# importe0 Ceramic Tile!. Then a#ter the

comapny ha! thin% over the 1++B @n0igeno! !anitary ware !cale &

ltimately it !tarte0 it! operation in @n0ia in 2++2.


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TechnologySalon Ceramic li!t! among the top 5 Ceramic man#actre!

with over 1)+++ c!tomer!.


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Research Development


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After Market SupportA term o# pro#e!!ional! !pecially a!!igne0 to provi0e pro0ct

an0 technical !pport to or c!tomer! throgh @n0ia! mo!t a0vance0

& #lly compteri,e0 c!tomer! !pport center at $ori.


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Present StatusSalon Ceramic (ro0ct! i! committe0 to long term growth ha!

now reache0 a !tage where it can #orge a hea0 on the !trong

#on0ation it ha! ilt. Strong #on0ation in term! o# man power

in#ra!trctre !ale! an0 0i!trition channel! 0ealer networ%

!y!tem! integration all @n0ia retail an0 !ervice pre!ence to 0eliver

a!olte c!tomer !ati!#action. The company ha! charte0 it! growth

0elierately eginning with in#ra!trctre 0evelopment an0

con!oli0ation in the !econ0 pha!e an0 ha! now entere0 mar%et

penetration an0 target! to e among the top! in each pro0ct !egment

y year 2++5.


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Mission Of The Company@n #iercely competitive in0!try con!mer 0rale mar%et!

company mi!!ion i! to ma%e a 0i##erence in the li#e!tyle an0 intro0ce

new 0imen!ion to enoyment o##er new age technology an0 0igital

concept! wor%ing han0 with 0ome!tic in0!try to pro0ce an0 !ell

e:cellence an0 come clo!e to the @n0ian c!tomer throgh committe0

!ervice.


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Market StrategyThe company ha! 0rawn p two prolonge0 mar%eting !trategy

to achieve thi!. @ntro0cing new Concept Serie! throgh importance

channel! !pport the!e with #oc!e0 promotion!.

>Once the mar%et achieve! optimm !i,e ta%e p the pro0ct!

#or local man#actre?.

To !pport the poplar pro0ct! which are crrently

man#actre0 an0 mar%ete0 in @n0ia incl0ing the mega range with

high powere0 promotion! an0 0icio! me0ia mi:.


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Organization StructureOrgani,ation !trctre i! the 0iagrammatic repre!entation o#

athority re!pon!iility relation!hip.

GC$$7 have #latten organi,ation !trctre eca!e it

#acilitie! e##ective coor0ination an0 commnication.


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(illar! o# management

/ea0er!hip

C!tomer #oc!

ality

(eople involvement

Eale! o# change management

S Sel# 0i!cipline

( (atience

O Openne!!

e!pect

T Tr!t

GC$$7 ha! e!tali!he0 OS@- FA-@. @t helpe0 to en!re

that all employee! are aware o# !hort me0im an0 long term plan!

an0 it involve! all their employee!.

The T$ movement i! evi0ent in the A$/ Hality circle.

They have traine0 their employee! with a !haper !ine!! per!pective

which ta%e! into accont the comple:itie! o# changing mar%et

0ynamic!.

To ma%e them ore competitive in the 7$CG environment they

initiate0


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(er#ormance a0it programmer!

@nvite0 e:pert con!ltancy grop to !pport competency

il0ing #or GC$$7.

Thi! help to 0e#ine each po!ition! role! an0 re!pon!iilitie!

etter along with the reHire0 %nowle0ge !%ill! an0 attit0e!.


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Marketing YesterdayToday

$ar%eting i! the proce!! o# planning an0 e:ecting the

conception pricing promotion an0 0i!trition o# i0ea! goo0! an0

!ervice! to create e:change that !ati!#y in0ivi0al an0 organi,ation

goal.

Tra0itional mch importance wa! given to pro0ct rather thannee0! an0 want! o# con!mer!. $ar%eting manager go on 0e!ign their

pro0ct withot giving throgh to he nee0! an0 want! o# con!mer.

They were trying to !ell their pro0ct at any co!t. Con!mer! were

omar0e0 with a0verti!ementI in all call! telephone call! etc.

The aim wa! to earn pro#it throgh high !ale! volme.$oreover mar%eting wa! con!i0ere0 a! ying an0 !elling the

pro0ct.


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=t now time ha! change0 $ar%eting i! con!i0ere0 to e

mch moreI the #oc!e0 i! given to the nee0! an0 want! to con!mer!.

(ro0ct! are 0e!igne0 accor0ing to the !peci#ication o# con!mer!.

Con!mer! !ati!#action i! given mch importance. The aim to earn

pro#it throgh c!tomer !ati!#action. $oreover mar%eting #nction

ha! al!o wi0ene0. $ar%eting incl0e! ac% war0ing an0 #orwar0ing

0evelopment mar%eting re!earch a0verti!ing an0 many more. @n

#orwar0ing #nctioning it incl0e! po!t trncation re!earch a#ter !ale!

!ervice 0i!po!al o# the pro0ct JKL !e o# the pro0ct etc.

-owa0ay! way! o# a0verti!ing i! al!o changing. Tra0itional mo!tly

!e0 me0ia wa! televi!ion. -ow people !tarte0 !ing internet a!

me0ia o# a0verti!ing. $ore an0 more nmer o# people i! trning to

0evelopment to we!ite an0 net a0verti!ing.

ecently new ( i! intro0cing in mar%eting. 7ir!t there were 5

(!. -ow there are ) (!. /a!t year -ew ( a00! i! pro0ct port#olio

management. -owa0ay! more importance i! al!o given to mar%eting

re!earch al!o %now! the latent nee0! o# con!mer!.

Th! $ar%eting ye!ter0ay an0 to0ay i! totaling 0i##erent. One

ha! to a0apt the change to !rvive in thi! mar%et.


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Societal MarketingConcept

Social mar%eting concept may e 0e#ine0 a!

>The ta!% o# achieving organi,ational goal! i! to i0enti#ying the

nee0! an0 want! o# con!mer! an0 !ati!#ying the nee0! an0 want! y

0elivering the 0e!ire0 goo0! an0 !ervice more e##iciently an0

e##ectively than competitor! in a way the pre!erve or enhance !ociety

well eing?

The GC$77 are contriting in their own way to vario!

0e!iro! !ocial change!. They too% !tep! li%e

Training mo0le o# arti#icial in!emination !ervice.

!tali!hment o# cattle #ee0 ma%ing.


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Marketing Mix$ar%eting mi: i! the vario! mar%eting tool! that mar%eter !e

to !ell it! pro0ct!. There are 4 (! o# mar%eting $i:.

4. (ro0ct! o# $ar%eting

A li!t o# the relevant mar%et #orce! an0 the element o# the

mar%eting mi: wol0 e help#l in analy,ing mar%eting prolem!.

The main aim o# all mar%eting activitie! i! >pro#itaility?. The

mar%eting manger !hol0 there#ore 0evi!e !ch a mar%eting mi: that

will give the optimm pro#it #or the pro0ct he ha! to mar%et.

=y len0ing thi! mar%eter ma%e a proper plan o# action to p!h

it! pro0ct! in the mar%et.

Definition:

Accor0ing to (hillp Fotler >$ar%eting $i: i! the !et o#

mar%eting tool! that the #irm !e! to pr!e it! mar%eting oective! in

the target mar%et?.

(ro0ct (rice (romotion (lace


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Element/Tools OfMarketing MixThe mo!t a!ic mar%eting mi: tool i! pro0ct the #irm tangile

o##er to the mar%et which incl0e! the pro0ct Hality 0e!ign

#eatre! ran0ing an0 pac%ing. A! part o# it! pro0ct o##ering

provi0ing a#ter !ale! !ervice! !ch !pport !ervice! can provi0e a

competitive a0vantage in the gloally competitive mar%et place.


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(ro0ct $i: incl0e! #ollowing thing!

(ro0ct Eariety

ality

=ran0 name

Service

De!ign

(ac%aging


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Product RangeAccording to PHILIP KOTLER

A (ro0ct i! anything that can e o##ere0 to a mar%et #or

attention acHi!ition !e o# con!mption that might !ati!#y a want or

a nee0. @t incl0e! phy!ical oect! !ervice! per!on! place!

organi,ation an0 i0ea!.

According to EDLERSON

(ro0ct i! a n0le o# tilitie! con!i!ting o# vario! pro0ct

#eatre! an0 accompanying !ervice!.

There are 5 level! o# the pro0ct which mar%eter m!t ta%e in

con!i0eration.


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Levels of The Product(otential

Argment

:pecte0

Generic

Core =ene#it

(ro0ct


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Product mix and lengthM(ro0ct mi: i! the !et o# all pro0ct line an0 item! that a

particlar !eller o##er! #or !ale to the yer.

M(ro0ct line i! a grop o# pro0ct! that are clo!ely relate0

eca!e they #nction in a !imilar manner are !ol0 to the !ame

c!tomer grop! are mar%ete0 thogh !ame type! o# otlet! o# #all

within a given price range.


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New ProductDevelopment

The typical new pro0ct 0evelopment proce!! #ollowe0 y

Salon Ceramic i! a! #ollow!

The #ollowing !tage! are involve0 in -(D proce!!.

1 IDEA GENERATION:

-ew (ro0ct! are orn #rom i0ea!. =e#ore !earching i0ea! top

management !hol0 0e#ine the pro0ct! an0 mar%et! an0 !hol0 al!o

!tate the oective! #or -(D.


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Sources of new product ideas:

Custoers:

/oyal c!tomer! o#ten recogni,e the nee0 #or improvement in

the pro0ct e#ore companie! can 0o. Companie! can i0enti#y

c!tomer! nee0 throgh complaint letter! #orce0 grop 0i!c!!ion

etc. an0 can ma0e change! accor0ingly.

Scientists! Ep"o#ees! Engineers:

Company m!t 0evelop a cltre !o that employee! are

encorage0 to give new i0ea!. They !hol0 al!o 0evelop an incentive

!cheme #or tho!e who give e!t i0ea!.

Copetitors:

Company can prcha!e the competitor! pro0ct to !ee the

#nctioning an0 accor0ingly they can 0evelop new pro0ct.

Ot$er Sources:

(attern attorney! niver!ity a0verti!ing agencie! mar%eting

re!earch #irm! niver!ity !ine!! plication an0 !o on.


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2. IDEA GENERATION TECHNIQUE

Attri%ute Listing:

@t i! li!ting an e:i!ting pro0ct! attrite! an0 then mo0i#ying

each attrite! in the !earch #or an improve0 pro0ct.

&orced Re"ations$ip:

@n thi! !everal oect! are con!i0ere0 in relation to one another

to create a new pro0ct.

'orp$o"ogica" Ana"#sis:

@t i! i0enti#ying the !trctral 0imen!ion! o# a prolem an0

e:amining the relation!hip! among them.

Need and Pro%"e Identification:

ere c!tomer! nee0! an0 prolem! are i0enti#ie0.

(rainstoring:

@t i! a grop activity to !timlate the #low o# i0ea! y 0i!c!!ing

a !peci#ie0 prolem. ere rle i!

>


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3. IDEA SCREENING:

@n thi! !tage new i0ea! are evalate0 to 0etermining the

promi!ing one!. The prpo!e o# i0ea! !creening i! to 0rop poor i0ea!

a! early a! po!!ile eca!e pro0ct 0evelopment co!t ri!e!

!!tantially at each !cce!!ive !tage.

The committee !hol0 avoi0 two type! o# error!

Drop error: @t occr! when committee 0rop an i0ea which i! goo0.

Go error: @t occr! when committee go with an i0ea which i! poor.

$o!t o# the company !e! pro0ct i0ea rating 0evice while

!creening the i0ea price per#ormance Hality c!tomer !ati!#action

matche! with company re!orce! !trategie! oective! etc. Then

i0ea i! matche0 with thi! certain criteria an0 i# it 0oe! not match then

i0ea i! 0roppe0.


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4. CONCEPT DEVELOPMENT AND TESTING:

(hilip Fotler !ay!

MAttractive i0ea! m!t e re#ine0 into te!tale pro0ct

concept!.

Con!mer! 0o not y pro0ct i0ea! t pro0ct concept.

(ro0ct @0ea A po!!ile pro0ct that the company might

o##er to the mar%et.

(ro0ct Concept An elaorate0 ver!ion o# i0ea! e:pre!!e0 in

con!mer meaning#l term!.

(ro0ct @mage A particlar pictre in the min0! o#

c!tomer.

Concept De)e"opent:

A pro0ct i0ea can e trne0 into a !everal pro0ct concept.

Concept Positioning:

ach concept i! reHire0 to e po!itione0 !o that it help! to

n0er!tan0 the pro0ct competition in relation to co!t time

preparation Hality etc. The!e compari!on! can e !e0 to

commnicate the pro0ct concept to the mar%et.


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SALON CERAMIC

N(-S@E

(reci!ion (lat#orm Scale! =i,era !cale

Conting Scale Salon Ceramic!

@-N(-S@E

@G (@C

Sman Option An0 (recio! Satorio!

Salon Ceramic Other!

/O< (@C


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The maor competitor! o# Salon Ceramic are

Deco

amoti

A-D

Other!

Salon Ceramic are po!itione0 again!t them a!

>SCA/ O7 @G A/@T6 AT ASO-A=/ (@C?

Concept Testing:

Concept te!ting call! #or te!ting thi! concept with an

appropriate grop o# target con!mer!. The concept may e pre!ente0

!ymolically or phy!ically. Con!mer! are pre!ente0 with an

elaorate0 ver!ion o# each concept an0 they are a!%e0 to react to each

concept.

@# company have n0erta%e proper concept 0evelopment an0

concept te!ting then it can avoi0 any prolem that ari!e! in the mar%et

place later on in the initially !tage only.


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5. MARKETING STRATEGY DEVELOPMENT:

The new pro0ct manager will have to 0evelop a preliminary

mar%eting !trategy !tatement #or intro0cing thi! pro0ct into the

mar%et. Thi! !trategy will e re#ine0 in the !!eHent !tage!.

Thi! mar%eting !trategy plan con!i!t! o# 3 part!.

&irst part descri%es:

Target mar%et !trctre ehavior !ale! mar%et !hare pro#it

goal! !oght in the #ir!t #ew year!.

Second part descri%es:

(ro0ct! planne0 price 0i!trition !trategy an0 the mar%eting

0get #or the #ir!t year.

The Salon Ceramic will e o##ere0 with lower price .

T$ird part descri%es:

/ong rn !ale! an0 pro#it goal! an0 mar%eting mi: !trategy over

time.


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6. BUSINESS ANALISYS:

Once the pro0ct concept an0 mar%eting !trategy are

0eveloping management evalate the !ine!! attractivene!! o# the

propo!al. $anagement evalate! the !ale! co!t an0 pro#it to

0etermine whether they !ati!#y the company! oective!. @# they 0o

them the propo!al move into ne:t !tage.

Estiating Tota" Sa"es:

$anagement nee0! to e!timate whether !ale! will e high

enogh to yiel0 a !ati!#actory pro#it.

Total Sale! 7ir!t time !cale P eplacement !ale! P epeat Sale!.

Sale! e!timation 0epen0! on whether a pro0ct i! one time

prcha!e0 in#reHently prcha!e0 or #reHently prcha!e0 pro0ce0.

Scale i! one time prcha!e0 pro0ct. ere nmer o# #ir!t yer

initially le!! an0 then 0ecrea!e a! #ew yer! are le#t. epeat !ale!

will !oon occr provi0e0 that it !ati!#ie! !ome yer!. The repeat

!ale! crve eventally #all! an0 ecome !tea0y eca!e y thi! time

the pro0ct i! longer a new pro0ct?.

Estiating &irst tie sca"e:

The #ir!t ta!% i! to e!timate the #ir!t time !ale! o# a new pro0ct

in each perio0.


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Estiating Rep"aceent Sa"es:

To e!timate replacement !ale! management ha! to re!earch the

pro0ct !rvival age 0i!trition. The low en0 o# 0i!trition

in0icate! when the #ir!t replacement !ale! will ta%e place. Since

replacement !ale! are 0i##iclt to mea!re e#ore actal lanch mo!t

o# company a!e their actal 0eci!ion !olely on their e!timate o# #ir!t

time !ale!.

Estiating Repeat Sa"e:

7or a #reHently prcha!e0 pro0ct one ha! to e!timate the

repeat !ale!. A high rate o# repeat prcha!e in0icate! that the

con!mer! are !ati!#ie0 with the pro0ct.

Estiating Costs * Profits:

A#ter !ale! #oreca!ting management have to e!timate the co!t!

an0 pro#it! o# thi! ventre. The co!t! are e!timate y the & D

man#actring 0epartment mar%eting an0 #inance 0epartment

together.


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7. PRODUCT DEVELOPMENT:

@ the pro0ct pa!! the !ine!! te!t it move! to &D to e

0evelope0 into a phy!ical pro0ct. p to now it e:i!t in the #orm o#

wor0 0e!cription a 0rawing or a prototype. At the !tage the company

will 0etermine whether the pro0ct i0ea can e tran!late0 into a

technically an0 commercially #ea!ile pro0ct.

The &D 0epartment will 0evelop one or more prototype. The

company hope! to #in0 a prototype that !ati!#ie! c!tomer

reHirementI it per#orm! !a#ely an0 can e pro0ce0 with the

0gete0 man#actring co!t!.

Developing an0 man#actring a !cce!!#l prototype can ta%e

0ay! month! or even year!. /a !cienti!t! m!t not only 0e!ign the

pro0ct! reHire0 #nctional characteri!tic! t al!o they !hol0 %now

how to commnicate it! a!pect!.


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. TEST MARKETING:

A#ter management i! !ati!#ie0 with the pro0ct! #nctional

per#ormance the pro0ct i! rea0y to e 0re!!e0 p with a ran0 name

pac%aging an0 preliminary mar%eting programme!.

The prpo!e o# mar%et te!ting i! to learn how con!mer an0

0ealer! react to han0ling !ing an0 reprcha!ing the actal pro0ct

an0 how large the mar%et i!Q

The amont o# te!t mar%eting i! in#lence0 y inve!tment co!t

ri!% #actor! time pre!!re an0 re!earch co!t !o not all the companie!

choo!e the rote o# mar%et te!ting.


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TECHNI+,ES O& TEST 'ARKETIN-

CO-S$ GOODS @-DST@A/ GOODS

1. Sale! wave re!earch 1. (ro0ct !e te!t

2. Simlate0 te!t mar%eting 2. Tra0e !how

3. Controlle0 te!t mar%eting 3. Di!tritor! & 0ealer! 0i!play

4. Te!t $ar%eting 4. Controlle0 te!t mar%eting

Salon Ceramic !cale i! a con!mer goo0. TechniHe !e0 y

Salon Ceramic #or te!t mar%eting i! Te!t $ar%et. @t i! a techniHe

where company !ally !elect! #ew repre!entative citie! in which the

company !ale! #orce will try to !ell the pro0ct with #ll e:po!re o#

a0verti!ing promotion campaign etc.

Salon Ceramic !electe0 citie! li%e $ori Ahem0aa0 Srat

=aro0a etc. #or te!t mar%eting with a 0i!cont o# rpee!.


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T$is et$od gi)es se)era" %enefits "i.e:

$ore reliale #oreca!t o# #tre !ale!.

Company may 0eliver #alt that e!cape0 in pro0ct

0evelopment !tage.

Liitation of t$is et$od:

There i! 0i##iclty in converting -ational me0ia plan! into local

eHivalent.

There i! prolem o# otaining a !et o# mar%et that rea!onaly

repre!ent! the contry a! a whole.


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!. COMMERCIALISATION:

$ar%et te!ting give! i0ea to management whether to lanch the

pro0ct or not. @# company goe! #or pro0ct lanch it call! #or high

inve!tment eca!e to lanch a new pro0ct into the national mar%et

reHire! heavy !pen0ing on a0verti!ement an0 promotion in the #ir!t

year.

Commerciali,ation involve! the #ollowing a!pect!

/$en 0Tiings1:

@n lanching a new pro0ct company ha! to thin% whether it i!

a right time to lanch the new pro0ct. The company #ace! 3 choice!

7ir!t entry

(arallel entry

/ate entry

Salon Ceramic !cale wa! lanche0 on Rly 2++2 to gra the

e:pan0ing mar%et o# !cale range.


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/$ere:

The company m!t 0eci0e whether too lanch the pro0ct in

!ingle locality region national mar%et or the international mar%et.

7inancial !on0 company may lanch their pro0ct into #ll national

mar%et.


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How:

The company m!t 0evelop action plan #or intro0cing the new

pro0ct into the mar%et!.

Salon Ceramic !cale wa! lanche0 at a 0i!cont o# 15B

initially an0 now no 0i!cont i! given to c!tomer!.

Th! the entire proce!! o# new pro0ct 0evelopment wa!

complete0 in aron0 1 or 1.5 year.

A0opter! o# Salon Ceramic !cale are in the trial an0 a0option

!tage.

$ain #actor! which a##ect the a0option o# Salon Ceramic !cale

are

=elie#! o# c!tomer!

Tra0itional hait!


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Marketing StrategyThe pro0ct li#e cycle i! an important concept that provi0e!

in!ight into a pro0ct! competitive 0ynamic.

(ro0ct li#e cycle i! an attempt to recogni,e the 0i!tinct !tage!

in the !ale! hi!tory o# the pro0ct. =y i0enti#ying the !tage o# pro0ct

li#e cycle company can #ormlate etter mar%eting plan! an0

!trategie!.

$o!t o# the pro0ct li#e cycle portray! typical ell!hape0 crve

or S!hape0 pro0ct li#e cycle which i! a! #ollow!

'ar.eting Strateg#

0

5

10

15

20

25

30

Introduction Maturity

Time

Sales & pro


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There are other #orm! o# pro0ct li#e cycle al!o. They are

Cycleecycle pattern

Scallope0 pattern

Style pattern

7a!hion pattern

7a0 pattern


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STAGE O" PRODUCT LI"E CYCLE

The 0i##erent !tage! o# pro0ct li#e cycle are

23 Introduction Stage:

Thi! !tage !tart! when the pro0ct i! newly lanche0. @n thi!

!tage pro#it are negative or low. $ain oective o# the mar%et! i! to

create pro0ct awarene!!. So promotional e:pen0itre are at their

highe!t ratio to !ale!.

4! 'ar.eting Strategies:

Con!i0ering price an0 promotion mar%eting can pr!e one o#

the !trategie! in the intro0ction !tage

(O$OT@O-

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Documents

Salon Ceramic