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Splendor DecorativeLaminates India Ltd.

Case Study

Group Members:Kashish Srivastava

Karishma Sinha

Akansha AgarwalFariya ShahKapil Bhatia



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Introduction to the Case

• Splendor Decorative Laminates IndiaLtd. Was established as a publiclimited company in 1992 with an

authorized capital of Rs 5 crore.• In November 1993, Mr Vivek

Chandra, Marketing Manager of

Splendor Decorative Laminates IndiaLtd was carefully studying the marketresearch proposals received from

three well-known market research



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Decorative Laminates

• Decorative laminates (sometimesknown as Formica sheets after oneof the popular brand names) have a

wide range of applications ininterior decoration in homes,offices, hospitals, railways,

ships, and aircraft.• Decorative laminates, also called

high pressure laminates, are

basically a form of plastic sheets.



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e as c raw ma er a sfor manufacturing

decorative laminatesü Kraft paper,

ü Base paper (which provides the

design),ü Tissue paper (which partly provides

the finish),

ü Phenol,ü Formaldehyde,

ü Melamine and

ü



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Market and Competition

• The market for decorative laminateswas 17 lakh sheets/month. Out of this,

•

The no. of units manufacturingdecorative laminates was only about5 in early 70’s and by the 1990 it

increased to more than 20 units.

Thickness Range Medium Range 0.6 thickness

30% 20% Rest 50%



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ü Commercial segment: (0.6mm) there

were several manufacturers, smallerplayers, competing mainly on the pricefront. That is at the lower end of marketwas highly price sensitive and quality

and range did not effect on the purchasingability. However this segment was growingrather slowly

ü Premium segment : (0.8 mm & above)attract those companies who hadlaunched products with new textures,design and shades as like – Formica,Decolam, Neoluxe, Sungloss, andRammica (Known names in the market)



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Elements of MarketingStrategy

• Market segments to concentrate.

• Product positioning decision.

•

Product related decision.• Distribution network and prices.

• Advertisement, sales, promotion andpersonal selling.




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Responses from threedifferent research

company



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Agency A –focused ontwo phases.

Ø Phase-1:

• Study of current market scenario

•

Medium size research• Market segmentation

• Buyer behavior

•

Focuses on the premium segment of decorative laminates



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Six key segments• Manufacturers of decorative laminates to

understand the product, its types, and applications.

• Interior decorators/architects will throw lightprimarily on institutional and corporate use of laminates.

• Carpenters would also provide information on therole of colors, designs, brand names, prices, andthickness of laminates.

• Dealers will provide information on trade channelsand practices and enable a SWOT analysis of unbranded vs branded laminates and then of majorbrands.

• Furniture makers/shops to find out reasons and

criteria for selecting decorative laminates over



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Techniques of DataCollection

• Furniture makers, carpenters,designers, and dealers will beidentified on the basis of volume of

business conducted.• Homeowners will be those living in

premium flats or bungalows only and

within each sample town.• A separate instrument/questionnaire

will be designed for each segment to

be studied. Indepth interviews will be



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Ø Phase-2• Major players in the market and their

shares.

•

How is the market currentlysegmented:

• In the organized sector, what

distinguishes one brand fromanother.

• Buyer behavior of end users.

• Level of awareness of brands among



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• Feedback from the trade with respect to

a) Pricing

b) Discounts/incentives

c) Distribution system

d) Payment terms

e) Advertising and other support from.

• Data has collected separately from eachsegment. And also focuses on the differentattributes of laminate.Durability Design

Color Finish/Type

Price Branded vs. Unbranded

Thickness Nature of application



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Centers for conductingstudies

• Mumbai

• Delhi

•

Madras• Ahmedabad

• Bangalore/ Hyderabad



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Time & Cost

• Phase 1-

• Time required 7 weeks

• Cost Rs.1,00,000

• Phase 2-

• Unless done simultaneously, time required 5weeks(min)

• Cost Rs. 25,000

Total cost for the submission of report

= Phase 1 + Phase 2



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Research objective:Agency B

•

Awareness level of various decorative laminates.• User ship of different laminates.

• Usage of various materials of interest.

•

Comparative rating of decorative laminates vis-à-visother substitute materials of interest on selectattributes.

• Brand image of various branded laminates.

•

Decision making process.• Level of satisfaction with current brand of laminate.



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Method used :

• Group discussion

• Depth interview

• Expert interview

User segment covered.

Time & Cost.

• 7-8 weeks after the receipt of the concept card to

submit the top line findings of the client.• Total cost- Rs. 2,80,000



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Agency C

The primary objective of this study is toobtain inputs for deciding critical elementson the marketing strategy:

• Basis of segmenting the market.

• Market segments to concentrate.

• Position to be adopted for the product.

•

Distribution channel decision.• Pricing decision

• Decision related to product

• Decision related to advertisement,



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Information areas :•

Information relating to the market.• Information relating the buyer/role influencer

• Information relating to the product

•

Information relating to the dealer

• Two stage research :

1) Primary research2) Secondary research

• Primary research

o

Phase 1 – Preliminary research



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Time & Cost

• Time: The total time required for thestudy would be 8 weeks.

Cities in Option 1 – Cities in Option 2 –

Cities

Bombay

DelhiCalcutta

Madras

Bangalore

Hyderabad

Cities

Bombay

DelhiCalcutta

Madras

Bangalore

Hyderabad

Kanpur

Lucknow

Chandigarh

Ahmedabad

Pune

Jaipur



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Comparative analysisamong agency A, B & C

Factors AgencyA

Agency B Agency C Result

Cost 125000 280000 215000 A

No of cities 5 4 12 CMethod of datacollection

In depthinterviews

Groupdiscussion

Depthinterview

Expertinterview

Primary researchSecondary

research

C

No of phase 2 1 3 C




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Thank You

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