the final ppton psge market estimation

8/4/2019 The Final PPTon PSGE Market Estimation

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Market Estimation And Launch StrategyOf PSGE in the Twin-Cities

D.Prabhuvardhan Reddy

Summer Trainee 2011


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Objective:

To estimate the Market Potential of PSGE inthe Twin Cities.

Suggest Marketing activities and LaunchStrategy of

the same.


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Flow:

)1 Methodology Questionnaire Sample Sets

Process

Data Analysis Estimating the Quantity )2 Launch & Promotion Methods

Contractor Dealer


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Process 1

Process 2

Methodology


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The Market


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(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


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: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


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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


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Market Awareness:


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Favorable features:

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


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Customer Split:

AVERAGE 5.6


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Can be Convinced ?

Average : 4.2


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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.


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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


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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


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(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


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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.


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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


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Favorable Features:

1: Odorless , 2: Water-based.


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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.

-


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PGE to PSGE conversion:


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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


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Total Figure: By Consumer :

12,155 Lts p.m.

By Contractor:

12,655 Lts p.m.

Total Market Estimation:

24.8 KL p.m.


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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.


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Dealers perspectiveTo which group of customers can a dealer

serve.- Hospitals.- Schools.

Better Push during Rainy season. Feature of Quick Dry.

Orange Red Green


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Dealers Skepticism

Too many variants .

(LUGE(81), Luster, ) which have left badimpressions.

Improper Supply of the orders.

Rumor of failed product being re-launched.


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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.


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On the dealers desk:

. .1 Lucky Grass with PSGE printed .2 An Artifice.with PSGE tin


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Contractors Perspective:

Cases of severity due to use of turpentine.

Rocketing Price of Turpentine or thinner(quality).

For their fast-Business.

Updating the consumer.


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Contractors Skepticism :

Semi gloss Finish.

Opacity & Thickness.

Quick Dry. (Large Surfaces may leave

Patches).

Exterior Durability ?

Price Factor.


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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:


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PleaSeGive fEedback

Thank You


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Thank You

Mr. Sireesh Rao, RM (Andhra Pradesh)

Mr. Chirag Kapadia, AM (Secunderabad &Miyapur)

And TSOs & staff of Asian Paints atSecunderabad.

the final ppton psge market estimation

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