The Final PPTon PSGE Market Estimation
-
Upload
prabhuvardhan-reddy -
Category
Documents
-
view
225 -
download
0
Transcript of The Final PPTon PSGE Market Estimation
-
8/4/2019 The Final PPTon PSGE Market Estimation
1/33
Market Estimation And Launch StrategyOf PSGE in the Twin-Cities
D.Prabhuvardhan Reddy
Summer Trainee 2011
-
8/4/2019 The Final PPTon PSGE Market Estimation
2/33
Objective:
To estimate the Market Potential of PSGE inthe Twin Cities.
Suggest Marketing activities and LaunchStrategy of
the same.
-
8/4/2019 The Final PPTon PSGE Market Estimation
3/33
Flow:
)1 Methodology Questionnaire Sample Sets
Process
Data Analysis Estimating the Quantity )2 Launch & Promotion Methods
Contractor Dealer
-
8/4/2019 The Final PPTon PSGE Market Estimation
4/33
Process 1
Process 2
Methodology
-
8/4/2019 The Final PPTon PSGE Market Estimation
5/33
The Market
-
8/4/2019 The Final PPTon PSGE Market Estimation
6/33
(a)Dealers Questionnaire:
Market Awareness ?
Favorable features ?
Customer split ?
Consumers Attitude ?
Percentage of Consumers who can beconvinced ?
Shade Preference ? Quantity can be sold ?
http://smb//tmp/sv1m3.tmp/Dealer%20PSGE%20Questionnaire.dochttp://smb//tmp/sv1m3.tmp/Dealer%20PSGE%20Questionnaire.doc -
8/4/2019 The Final PPTon PSGE Market Estimation
7/33
:Sample Set
( )Only Critical Retailers CRs and Privilege( ).Club PCs
& .85 CRs 19 PCs
Cover most of the .Cs :Out of remaining 66 CRs
(At least 3 from each territory of 10):territories .3
-
8/4/2019 The Final PPTon PSGE Market Estimation
8/33
Sample Set:
PCs : 16 of 19.
CRs : 37 of 66
Total # of data points : 53
http://smb//tmp/sv1m3.tmp/Sampled%20CRs.xlsxhttp://smb//tmp/sv1m3.tmp/Sampled%20CRs.xlsx -
8/4/2019 The Final PPTon PSGE Market Estimation
9/33
Market Awareness:
-
8/4/2019 The Final PPTon PSGE Market Estimation
10/33
Favorable features:
1: Water-Based; 2: Odorless & Quick-dry;
-
8/4/2019 The Final PPTon PSGE Market Estimation
11/33
Customer Split:
AVERAGE 5.6
-
8/4/2019 The Final PPTon PSGE Market Estimation
12/33
Can be Convinced ?
Average : 4.2
-
8/4/2019 The Final PPTon PSGE Market Estimation
13/33
Shades you prefer : Running shades.
Creams & Browns.
But however, When asked about would you
prefer any direct shades??
NO
Main reasons: Shelf space.
Inconvenience. In handling many number ofbases.
-
8/4/2019 The Final PPTon PSGE Market Estimation
14/33
Derivation: PGE (Product 1 + 26)
PSE (Product 64)
-- Excluding the
Shades that are not availablein PSGE
-- % age of these shades in PGE(1) & PSE are
Product Percentage
PGE - 1 55.68
PSE 64.23
http://smb//tmp/sv1m3.tmp/Shades%20that%20are%20excluded.xlsxhttp://smb//tmp/sv1m3.tmp/Shades%20that%20are%20excluded.xlsx -
8/4/2019 The Final PPTon PSGE Market Estimation
15/33
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
http://smb//tmp/sv1m3.tmp/The%20Final%20calculations.xlsxhttp://smb//tmp/sv1m3.tmp/The%20Final%20calculations.xlsxhttp://smb//tmp/sv1m3.tmp/The%20Final%20calculations.xlsxhttp://smb//tmp/sv1m3.tmp/The%20Final%20calculations.xlsx -
8/4/2019 The Final PPTon PSGE Market Estimation
16/33
(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 ?
http://smb//tmp/sv1m3.tmp/Contractor%20questionnaire%20on%20PSGE.docxhttp://smb//tmp/sv1m3.tmp/Contractor%20questionnaire%20on%20PSGE.docx -
8/4/2019 The Final PPTon PSGE Market Estimation
17/33
Sample Set
Gold and silver Contractors.
24 Contractors could give an appointment of60 called.
Random Sampling.
The ratio of the complete enamel usage toreplaceable by PSGE is calculated.
-
8/4/2019 The Final PPTon PSGE Market Estimation
18/33
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
-
8/4/2019 The Final PPTon PSGE Market Estimation
19/33
Favorable Features:
1: Odorless , 2: Water-based.
-
8/4/2019 The Final PPTon PSGE Market Estimation
20/33
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.
-
-
8/4/2019 The Final PPTon PSGE Market Estimation
21/33
PGE to PSGE conversion:
-
8/4/2019 The Final PPTon PSGE Market Estimation
22/33
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 Ltsp.m.
For 85 CRs is : 12,665 Lts p.m.
http://smb//tmp/sv1m3.tmp/Contractor%20proportion.xlsxhttp://smb//tmp/sv1m3.tmp/The%20Final%20calculations.xlsxhttp://smb//tmp/sv1m3.tmp/The%20Final%20calculations.xlsxhttp://smb//tmp/sv1m3.tmp/Contractor%20proportion.xlsx -
8/4/2019 The Final PPTon PSGE Market Estimation
23/33
Total Figure: By Consumer :
12,155 Lts p.m.
By Contractor:
12,655 Lts p.m.
Total Market Estimation:
24.8 KL p.m.
-
8/4/2019 The Final PPTon PSGE Market Estimation
24/33
2. PromotionDealers 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.
-
8/4/2019 The Final PPTon PSGE Market Estimation
25/33
Dealers perspectiveTo which group of customers can a dealer
serve.- Hospitals.- Schools.
Better Push during Rainy season. Feature of Quick Dry.
Orange Red Green
-
8/4/2019 The Final PPTon PSGE Market Estimation
26/33
Dealers Skepticism
Too many variants .
(LUGE(81), Luster, ) which have left badimpressions.
Improper Supply of the orders.
Rumor of failed product being re-launched.
-
8/4/2019 The Final PPTon PSGE Market Estimation
27/33
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 ofPSGE), And With Some Shades.
-
8/4/2019 The Final PPTon PSGE Market Estimation
28/33
On the dealers desk:
. .1 Lucky Grass with PSGE printed .2 An Artifice.with PSGE tin
-
8/4/2019 The Final PPTon PSGE Market Estimation
29/33
Contractors Perspective:
Cases of severity due to use of turpentine.
Rocketing Price of Turpentine or thinner(quality).
For their fast-Business.
Updating the consumer.
-
8/4/2019 The Final PPTon PSGE Market Estimation
30/33
Contractors Skepticism :
Semi gloss Finish.
Opacity & Thickness.
Quick Dry. (Large Surfaces may leave
Patches).
Exterior Durability ?
Price Factor.
-
8/4/2019 The Final PPTon PSGE Market Estimation
31/33
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 premiumproduct).
Campaign : Say-Suvarna
Contrators Promotion:
-
8/4/2019 The Final PPTon PSGE Market Estimation
32/33
PleaSeGive fEedback
Thank You
-
8/4/2019 The Final PPTon PSGE Market Estimation
33/33
Thank You
Mr. Sireesh Rao, RM (Andhra Pradesh)
Mr. Chirag Kapadia, AM (Secunderabad &Miyapur)
And TSOs & staff of Asian Paints atSecunderabad.