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INDEX
• Title• Objective• Activities Undertaken• Purpose• Hypothesis• Demographics• Description of Geographies• Research Methodology• Mumbai & Ahmedabad
– Research Finding – Analysis – Evaluation of Brand – Brand Preference
• Analysis of Meets• Hypothesis Result• Limitations• Recommendations
Evaluation of effectiveness of the existing market development activities in NITCO
To review, prioritize and modify the current market development activities in term of cost effectiveness and higher return in terms
of sales.
Title:
Objective:
Activities Undertaken
Objective
Targeting the Right Audience
QuestionnaireDesigning of Template for
Tabulation of Data
Market Reach Plan & Schedule
Collection of Primary Data (PI) Recording of Data
Analysis of Data
Recommendation
Purpose
• To ensure efficiency and effectiveness of the activities.
• Optimum utilization of Resources available.
• To gain competitive advantage.
• Monitor-Review-Improvise on the shortfalls for Market
Development.
Hypothesis
Nitco organizes Market Development activities in terms of Meets for Mumbai & Ahmedabad Market most effectively & efficiently compared to the competitors.
Demographics
Geographies Covered
Particulars Mumbai AhmedabadDealer Sales Boy 15 8Sub-Dealers 25 10Architects 10 10Mason/Contractors 15 0
Competitor Sales Men's 2 0
Total Sample Size 67 28
Description of Geographies
Mumbai:• Division of Market (South – Central – Western – Harbour)• Cluster Market Structure• Stagnant Market Behavior• Strong Network & Presence of Dealers & Sub-Dealers• Services & Support is a major influencing factor
Ahmedabad:• Scattered Market Structure• Strong presence of Local Unorganized Players• 80 – 20 Market (Pareto Rule) • Strong Dealer-Brand Presence• Weak Sub-Dealer Network• Relation & Trust Business Behavior among Dealers
Research Methodology:
Research Design:
The marketing/promotional meets organized by Nitco and Competitors
Data Collection: Primary Data
Sources: Influencer Community
(Dealers, Dealers Sales Boys, Sub-Dealers, Architects, Masons/Contractors)
Data Collection Method: Personal Interview
Data Collection Instrument: Questionnaire & Observations
Research Findings - MumbaiNITCO
Particulars Sub-Dealer Meet Contractor & Mason Meet Architect MeetAttendees 15-20 25-30 N.A
Meet Level Area Area N.AFrequency Once in a Year Once in a Year N.AVenue LS Studio Dealer outlet/Hall N.ATime Afternoon
12-7pmEvening 7.30-9pm
N.A
Meet Type Tea-Snack Tea-Snack N.AFlow of Activities
1) Product Display & Knowledge2) Sample Booking3) Discussion/Review of products
1) Company Presentation2) Product Technical Knowledge3) Q&A Round4) Factory Visit (dealer initiative)
N.A
Gift No YesLevel Batli
N.A
Highlight Convenience of visit time. Schemes/Commission from dealers N.A
Budget Rs.850/-pax Rs.550/-pax (cost shared if single dealer) N.A
Promotional Activities
No Gifts like Umbrella in rainy season, Bag occasionally
Sponsorships for Architect Cricket Match
Research Findings - MumbaiKAJARIA
Particulars Sub-Dealer Meet Contractor & Mason Meet Architect MeetAttendees Regional:150 Area:30 30 Regional:50-100 Area:40-50Meet Level Regional & Area Area Regional & AreaFrequency Twice in a Year Once in a Year Twice in a YearVenue 3-4 Star Hotel Hall in 2star Hotel Area 3-4 star Hotel
Regional 5-7 star HotelTime Evening
7-11pmEvening 7.30-9pm
Evening 8pm onwards
Meet Type Dinner Tea-Snack DinnerFlow of Activity
1) Company Presentation2) Product Display & Knowledge3) Product Launch4) Discussion/Review
1) Company Presentation2) Product Technical Knowledge3) Q&A Round
1) Company Presentation2) Product Display & Knowledge3) Discussion/Review4) Entertainment
Gift Yes Diary & PenWall Clock
YesBag
YesDiary & Pen
Highlight On the spot schemes Schemes from dealers Interaction with top management.
Budget Rs.1000-1200/-pax Rs.500-600/-pax Rs.2000-5000/-paxPromotional Activities
Gifts like Wrist-Watch, Bag, Calendar, Sweets on festivals and achievement of huge sales
Gifts like Umbrella in rainy season, Bag occasionally
Gifts like Sweets (Chocolates) on Festivals
Research Findings - MumbaiRAK
Particulars Sub-Dealer Meet Contractor & Mason Meet Architect MeetAttendees 20-30 20-30 50-100
Meet Level Area Area RegionalFrequency Twice in a Year Once in a Year Once in a YearVenue 3 Star Hotel
RAK StudioHall in 2star Hotel 5 star Hotel
Time Evening 7-10pm
Evening2-3hrs event
Evening 8pm onwards
Meet Type Dinner Tea-Snack DinnerFlow of Activity 1) Company Presentation
2) Product Display & Knowledge3) Product Promotion4) Discussion/Review
1) Company Presentation2) Product Technical Knowledge3) Q&A Round
1) Company Presentation2) Product Display & Knowledge3) Discussion/Review4) Entertainment
Gift Yes No YesCoupons
Highlight Review Session N.A Interaction with top management.
Budget Rs.800-1200/-pax Rs.400-500/-pax Rs.2000-5000/-paxPromotional Activities
No No No
Research Findings - MumbaiSOMANY
Particulars Sub-Dealer Meet Contractor & Mason Meet Architect MeetAttendees 100-150 N.A N.A
Meet Level Regional N.A N.AFrequency Once in a Year N.A N.AVenue 5 Star Hotel
RenaissanceN.A N.A
Time Evening 7-11pm
N.A N.A
Meet Type Dinner N.A N.AFlow of Activities
1) Company Presentation2) Product Display & Knowledge3) Product Launch4) Discussion/Review5) Entertainment
N.A N.A
Gift No N.A N.AHighlight Interaction with top management. N.A N.A
Budget Rs.1500-4000/-pax N.A N.APromotional Activities
Gifts like Sweets on festivals No No
Research Findings - MumbaiJOHNSON
Particulars Sub-Dealer Meet Contractor & Mason Meet Architect MeetAttendees 40-50 20-30 50-100
Meet Level Area Area Regional
Frequency Once in a Year Once in 2 Year 3 Year backVenue House of Johnson
ResortHall 5-7 star Hotel
Time 1 day stay Evening 8-10pm
Evening 7pm onwards
Meet Type Dinner Dinner (Biryani) DinnerFlow of Activities
1) Company Presentation2) Product Display & Knowledge3) Product Promotion4) Discussion/Review5) Entertainment
1) Company Presentation2) Product Technical Knowledge3) Q&A Round
1) Company Presentation2) Product Display & Knowledge3) Discussion/Review4) Entertainment
Gift No YesMeasuring Tape
YesStationary Kit
Highlight Outdoor Trip but not a regular activity.
Showcases New Product Interaction with top management.
Budget Rs.1000-1500/-pax Rs.400-500/-pax Rs.2000-4000/-paxPromotional Activities
No No No
Research Findings - MumbaiVARMORA
Particulars Sub-Dealer Meet Contractor & Mason Meet Architect MeetAttendees 50-100 N.A N.A
Meet Level Regional N.A N.AFrequency Once in a Year N.A N.AVenue 5 Star Hotel
ITC GrandN.A N.A
Time Evening 7-11pm
N.A N.A
Meet Type Dinner N.A N.AFlow of Activities
1) Company Presentation2) Product Display & Knowledge3) Product Launch4) Discussion/Review5) Entertainment
N.A N.A
Gift No N.A N.AHighlight Interaction with top management. N.A N.A
Budget Rs.2000-5000/-pax N.A N.APromotional Activities
Gifts like Dairy on Occasions No No
Analysis – Mumbai Market
Kajaria RAK Johnson Nitco Somany Varmora0
5
10
1520
25
3035
Overall Efficiency of Brands in Meets
% of Efficiency
Kajaria RAK Johnson Nitco Somany Varmora02468
10121416
Efficiency rating of Meets
Sub-Dealer MeetMason/Contractor MeetArchitect Meet
Analysis – Mumbai Market
• Kajaria is the most prominent and effective in terms of arranging meets on
frequent intervals.
• RAK & Johnson stands next to Kajaria in effectiveness of meets, followed by Nitco,
Somany and Varmora.
• SOP of meet for all the companies are similar, what matters is the efficiency
achieved in the meets.
• Promotional Activities are mainly focused by Kajaria & Nitco.
• Dealer-Sales person meets are not in trend as the returns from it is not
quantifiable but the companies have shifted their focus on training to sales men’s.
• Architects are the major influencers and Nitco is less focused for doing MDA in this
segment.
Evaluation of Brand - Mumbai
Kajaria20%
Somany17%
Asian Granito
13%Johnson15%
RAK19%
Nitco17%
Design
Kajaria20%
Somany14%
Asian Granito
9%Johnson14%
RAK21%
Nitco21%
Quality
Kajaria21%
Somany17%
Asian Granito14%John
son14%
RAK16%
Nitco17%
Price
Kajaria23%
Somany19%
Asian Granito9%
Johnson18%
RAK18%
Nitco14%
Branding
Kajaria22%
Somany12%
Asian Granito
12%Johnson
15%
RAK21%
Nitco16%
Service
Kajaria23%
Somany15%
Asian Granito10%
Johnson13%
RAK18%
Nitco20%
Sales Promotions
Kajaria24%
Somany15%
Asian Granito
9%
Johnson14%
RAK22%
Nitco18%
Company Policies
Kajaria24%
Somany14%
Asian Granito
9%
Johnson15%
RAK21%
Nitco18%
Brand Recall
Brand Preference - Mumbai
Most Preferred – Kajaria & RAK– Services & Support – Organizational Structure– Product & Branding– Competitive Pricing
Nitco stands 3rd
– Needs Improvement in:– Services & Support– Branding– Market Development
Activities
Kajaria Somany Asian Granito Johnson RAK Nitco0
5
10
15
20
25
Market Brand Preference
Brand Preference %
Brand Preference - Mumbai
Most Preferred – Kajaria & RAK– Design & Sizes– Services & Support– Marketing Activities– Proper Follow up
Nitco stands 3rd
– Needs Improvement in:– Size options – Services– Availability Issues– Marketing Activities– Innovation
Kajaria Somany Asian Granito Johnson RAK Nitco Others Imported0
5
10
15
20
25Architect's Brand Preference
Brand Preference %
Research Findings - AhmedabadNITCO
Particulars Sub-Dealer Meet Dealer Sales Boys Training Architect MeetAttendees 50-60 2-4 15
Meet Level Regional Individual Dealer Individual ArchitectFrequency Once in a Year Twice/Thrice in a Yr. 1st TimeVenue 5 Star Hotel
NovotelDealer Outlet Architect Office
Time Evening 7pm onwards
Between working HrsAfternoon 1hr.
Day Time2 Hrs.
Meet Type Dinner N.A N.AFlow of Activity 1) Company Presentation
2) Product Display & Knowledge3) Product Launch4) Discussion/Review
1) Product Display2) Product Technical Knowledge3) Sales Techniques4) Q&A Round
1) Company Presentation2) Product Display & Knowledge3) Product Promotion4) Discussion/Review
Gift No No NoHighlight • Stock Booking
• Combined with DealersIndividual Dealer outlet activity. Ensures Sales and provides project
lead.
Budget Rs.850/-pax N.A Rs.1000 per officePromotional Activities
No No No
Research Findings - AhmedabadKAJARIA
Particulars Sub-Dealer Meet Dealer Sales Boys Meet Architect MeetAttendees 30-40 15-20 300-400Meet Level Regional Regional RegionalFrequency Twice in a Year Once in a Year Once in a YearVenue 3-4 Star Hotel
Karnavati ClubDealer Outlet IIID Event Stall
1st Friday
Time Evening 7.30-11pm
Afternoon2.30-4pm
Evening 6-10pm
Meet Type Dinner Tea-Snack Dinner from @ IIID
Flow of Activity 1) Company Presentation2) Product Display & Knowledge3) Product Launch4) Discussion/Review
1) Company Presentation2) Product Display 3) Product Technical Knowledge4) Q&A Round
1) Company Presentation2) Product Display & Knowledge3) Discussion/Review
Gift Yes Gift Hamper
No No
Highlight One of the meet is compiled with dealer
Quiz among the DSB Top A+ Architects are taken on trips. (F1Race)
Budget Rs.1000-1200/-pax Rs.300/-pax (cost shared if single dealer)
Rs.1-1.5 Lac sponsorship amt.
Promotional Activities
Gifts like Bag, Calendar, Sweets on festivals and achievement of huge sales
No Sponsorship for IIA Event
Research Findings - AhmedabadSOMANY
Particulars Sub-Dealer Meet Dealer Sales Boys Training Architect MeetAttendees 40-50 2-4 100-150
Meet Level Regional Individual Dealer RegionalFrequency Twice in a Year Once/Twice in a Year Once in a YearVenue 3 & 5 Star Hotel
Courtyard MarriotChowkidhani
Dealer Outlet 5 Star HotelCourtyard Marriot
Time Evening 7.30-11pm
Between working Hrs Evening 7.30-11pm
Meet Type Dinner Tea-Snack DinnerFlow of Activity 1) Company Presentation
2) Product Display & Knowledge3) Product Launch4) Discussion/Review
1) Product Display2) Product Technical Knowledge3) Sales Techniques4) Q&A Round
1) Company Presentation2) Product Display & Knowledge3) Product Launch4) Discussion/Review
Gift Yes Gift Hamper (not always)
YesCap/Water-bottle
YesGift Hampers (Dairy Kit)
Highlight • Stock Booking• Get Together
Individual Dealer outlet activity. N.A
Budget Rs.1000-2000/-pax Rs.300/-pax or less Rs.2000-3000/-paxPromotional Activities
Festival sweets @ high sales yielding counters
No Also participates in IIA meets but not regular
Research Findings - AhmedabadAGL
Particulars Sub-Dealer Meet Dealer Sales Boys Meet Architect MeetAttendees 20-30 N.A 70-100
Meet Level Regional N.A RegionalFrequency Once in a Year N.A Once in a YearVenue AGL Studio
Village HotelN.A 5 Star Hotel
Four Points
Time Afternoon12pm onwards
N.A Evening7-11pm
Meet Type Lunch N.A DinnerFlow of Activity 1) Company Presentation
2) Product Display & Knowledge3) Product Promotion4) Discussion/Review
N.A 1) Company Presentation2) Product Display & Knowledge3) Product Promotion4) Discussion/Review
Gift No N.A YesGift Hamper (chocolates)
Highlight N.A N.A N.ABudget Rs.700-800/-pax N.A Rs.2000-3000/-paxPromotional Activities
Sub-dealer gives commission to loyal Contractor/mason
N.A No
Research Findings - AhmedabadHARMONY
Particulars Sub-Dealer Meet Dealer Sales Boys Training Architect MeetAttendees 50-60 2-5 N.AMeet Level Regional Individual Dealer Regional
Frequency Occasional Once in a Year Once in a YearVenue 5 Star Hotel
Courtyard MarriotDealer Outlet 5 Star Hotel
Courtyard MarriotTime Evening
7.30-11pmAfternoon1hour activity
Evening 7.30-10.30pm
Meet Type Dinner Tea-Snack DinnerFlow of Activity 1) Company Presentation
2) Product Display & Knowledge3) Product Launch4) Discussion/Review
1) Product Display2) Product Technical Knowledge3) Sales Techniques4) Q&A Round
1) Company Presentation2) Product Display & Knowledge3) Product Launch4) Discussion/Review
Gift Yes Pen/Dairy
No YesGift Hampers (chocolate)
Highlight Meet is combined with dealer. Individual Dealer outlet activity. Concept Displays – Mock ups
Budget Rs.2000-3000/-pax Rs.200/- pax or less Rs. 2000-3000/-paxPromotional Activities
No No No
Analysis – Ahmedabad Market
Somany Kajaria Nitco Harmony AGL0123456789
10Efficiency rating of Meets
Sub-Dealer MeetDealer S.Boy TrainingArchitect Meet
Somany Kajaria Nitco Harmony AGL0
5
10
15
20
25
Overall Efficiency of Brands in Meets
% of Efficiency
Analysis – Ahmedabad Market
• Somany is the most prominent and effective in terms of arranging meets on
frequent intervals.
• Kajaria, Nitco & Harmony stands next to Somany in effectiveness of meets,
followed by AGL.
• Meets are modified as per the objective requirements.
• Promotional Activities are mainly focused by Kajaria & Somany.
• Architects are the major influencers and Nitco is strongly focused for doing MDA in
this segment against competitors.
• Commission/Incentives is a major factor for influencing Architect, Masons &
Contractors.
Evaluation of Brand - Ahmedabad
Kajaria18%
Somany18%
Asian Granito16%
Johnson14%
RAK16%
Nitco18%
Design
Kajaria16%
Somany18%
Asian Granito
14%Johnson
14%
RAK16%
Nitco21%
Quality
Kajaria18%
Somany20%
Asian Granito18%
Johnson15%
RAK15%
Nitco15%
Price
Kajaria15%
Somany26%
Asian Granito21%
Johnson12%
RAK12%
Nitco15%
Branding
Kajaria24%
Somany24%
Asian Granito
18%
Johnson8%
RAK8%
Nitco18%
Service
Kajaria19%
Somany21%
Asian Granito19%
Johnson10%
RAK10%
Nitco21%
Sales Promotions
Kajaria21%
Somany23%
Asian Granito18%
Johnson15%
RAK8%
Nitco15%
Company Policies
Kajaria17%
Somany21%
Asian Granito19%
Johnson12%
RAK10%
Nitco21%
Brand Recall
Brand Preference - Ahmedabad
Most Preferred – Somany – Design & Sizes– Branding– Services – Competitive Pricing
Kajaria stands 3rd
– Effective Marketing– Product Offered– Organizational
Structure– Services & Support
Nitco stands 2nd – Brand Image– Quality– Field Force Support– Architect
Specification
Kajaria Somany Asian Granito Johnson RAK Nitco0
5
10
15
20
25
Market Brand Preference
Brand Preference %
Brand Preference - Ahmedabad
Most Preferred – Kajaria & Somany– Design & Sizes– Services & Support– Marketing Activities– Proper Follow up– Competitive Pricing
Nitco stands 3rd
– Needs Improvement in:– Size options – Services & Support– Marketing Activities– Innovation
Kajaria Somany Asian Granito Johnson RAK Nitco Others Imported02468
1012141618
Architect's Brand Preference
Brand Preference %
Analysis – Meets
Meets suffices the following:
– Provides Direct Touch Point
– Update Influencer Community
– Build Relation & Trust
– Product Promotion
– Product Review
– Inject Motivation
– Schemes ensuring Sales
– Competition Activity Tracking
Hypothesis
The Hypothesis considered for this research is rejected as Nitco doesn't organizes
Market Development Activities in terms of Meets for Mumbai & Ahmedabad
Market most effectively & efficiently as compared to the competitors.
• Only limited Dealers and Sub-Dealers were reached at Ahmedabad due to time
constraint
• Mason/Contractors couldn’t be reviewed at Ahmedabad due to time constraint
• Exhibitions & Dealer Meet were excluded from being a part of this research.
Limitations
Recommendations
Mason/Contractor Meet
• SOP – Dynamic Activity Plan• Dedicated Day @ LeStudio
• Training on Product• Query Solutions
• Schemes based on SalesSmall rewards:• Movie Tickets• Dinner Vouchers• Amusement Park Tickets
Dealer Sales Boy Meet
• Convert to Dealer Sales Boy Training • Individual Dealer Outlet• 2 – 4 Sales Boys only• Focused on Sales techniques• Offer small gifts occasionally
to keep involvement
Recommendations
Sub-Dealer Meet: 2 Types
@ LeStudio• Product Promotion• Sample Booking• High Tea
• Proper Follow upPromised Activities:• Sampling• Sales Generated
• Selection Criteria: Maximum sales yielding sub-dealer – Dealer Reference
@ Hotels • 3 – 4 Star Hotel• SOP• Schemes based on Sales
• Foreign Travel (In partnership with dealer –
both the company & dealer should get benefit)
Recommendations
Architect Meet
• Regional level – Once in a year• Marketing Activity• Nurture Architect Relations
• Presentations at Architect Offices(Small meet at Individual - Architect Offices)• Target - Relevant Architects• Generate Project leads• On the Spot inquiry for Projects• Build Relations with new Architects• Ensures sales
• Selection Criteria: Architects with major Project work
Other Observations & Market Feedback.
Branding
• Proper Visible Banners
• Improve Visibility & Brand Appeal
• Pricing Justifies – Premium Brand
Product Innovation
• New Designs in Wall
• Bigger Sizes – Floor
• Trending Colors – Creating Contrast
• Futuristic Display – Mix n Match
• 3mm thin tiles for wall