2. HISTORY Founded in 1902 in Two Harbors, MN 1906 - headquarters moved to Duluth, MN 1921 - first commercialsuccess: Waterproof Sandpaper. 1925 - Scotch® Branded Masking tape and entirely new cellophane-based tape called “Scotch Tape”.
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4. In the 1980s, 3M introduced the “Post-It® Note” product line.
16. About The Product Scotchkote -Roof coatings Emergency waterproofing All weather application Single coat application Comes “ready to use” Minimal preparation required Excellent adhesion Flexible Crack bridging capabilities Will seal through pounding water Low temperature application Coverage Rate : 1.12 m² / kg at 500 microns dft, 12 ft² / kg at 20 mils dft
20. Assessing the Current Situation Methodology: Interview of retailer / distributors Internet research Questionnaire Market Size Market Type Competitors Margin on sale Pricing Most preferable Brand Promotional Activities Equivalent Product Feedback about our Product Change.
27. Market size: Gurgaon No of paint Dealers – 950 Total sale of construction chemical in domestic market – 10 Cr / month 25% Waterproofing chemicals sale value 2 to 2.5 Cr/months. 68% of Population is aware about waterproofing. .
60. Differentiation Focus- Catering to niche requirement(EWP)
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62. Low temperature application
63. Instant water proofing
64. Single coat Application
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66. Works In wet as well as dry conditions 6. Location: Delhi and NCR areas nearby have huge requirement of such product
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68. Cost Leadership 3.Timescale : Supplies of product are after monsoon. 4.Product durability : no guarantee. 5.Retail distribution channel is not available. 6.No staff for business development. 7.Price is much higher than competitors in market.
74. No ready to use product 2. Seasonal Influence : The requirement for EWP is in monsoon season 3. Target market : Delhi ( NCR) Gurgaon
75. SWOT Analysis d) Threats : 1. Competition Intensions: Short Product Life Cycle. 2. Market Demand: less market demand because product in nish market. 3. There are two new company entering in market. 4. New companies are A) –Perma Building ChemicalsB) -Fairmate Chemicals
92. Packing Size : Fast moving Packing size is50,100,200, 500 ml , 1lt and 2 lt. Product name: Name of the product should be easy to recall e.g.:- Quick fix (pidilite product) Packaging is very attractive which attract the customer to see and buy. Product
94. Price of the Product Because of the price sensitiveness of Indian customer I’m not suggest price more then 340 Rs. According to my research if we se the retailer's perceived price for our product is in the range of 180 to 450 so in the range of this scale our price is good for the customers. If we see the competitor’s average price for end customer Dr. fixit LW+ 105 Rs & URP 215 Rs , Cico no. 1- 45 Rs then our price 340 Rs satisfied all the constrain. Here we also see that Dr. fixit LW+ is most prefferable by customer which is not much price and Cementations product.
98. BCG Five Common Theme for Success Set a bold, long-term aspiration Offer a superior proposition for the market Build a competitive and responsive supply chain Set up an appropriate go-to-market model Develop platforms that support growth aspiration
101. DIYEffective distribution Channel and Sales Team. Efficient market Pull Strategies and Pricing . Awareness among customers( Advertising and promotion)
