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How To Launch A Pvc Insulation Tape In The India
Posted By: g.debasis on 5/13/2005 6:21 AM (CST) 50 Points
I want to launch a PVC Insulation tape in the Indian market.However the market is flooded withy cheap imports and competitive pricing.A brand called is on top of mind and has had a strong presence since the last 10 - 15 years.My product is by an MNC .How do i go about launching the new tape.

Please help....

Posted by: Wiglaf Accepted Answer
5/13/2005 10:33 AM (CST)
You mention that the others are "cheap imports" implying that you have a quality product. If that is true, then your route to market would be very different from other routes.

Better products would be better valued by professionals than home users, professionals that understand the difference and value the difference that your PVC tape provides. If you can do some personal selling to a few outfits that professioinally install PVC, and if they are willing to pay the higher price for the higher quality tape, then you have a market.

What I am thinking about is the difference between Black & Decker and DeWalt. Both make power tools and are from the same company, but DeWalt seeks the professional market while Black & Decker seeks the home owner. The DeWalt is a stronger, longer lasting tool than Black & Decker. And, DeWalt created a strong following within the professional market through a combination of personal selling and word of mouth. for this market, personal selling made sense because of the volume of tools professionals purchase.

A single Professional PVC pipe layers would use far more PVC tape than a single home do-it-your-self user. This higher volume per customer ratio among the professionals might warrent the cost of personal selling.

Good Luck.
 
Posted by: Mushfique Manzoor Accepted Answer
5/25/2005 7:11 AM (CST)
hi debasis

you have mnetioned that you have cheap imports flooding in the market. and there is already a TOM brand for last 15 rs.

A. apart from being a product from MNC company what other points does your product stand you apart from the crowd??
B. i mean what is the USP of your brand against the leader and others??
C. Who are your target markets??
D. What is price compared to leader and others
E. What is your Value Propostion?? is the consumer winning by buying your brand??
F. What is the retailers/wholesellers margin compared to competition.

these are important factors to be considered before planning a launch.

wiglaf rightly mentioned that the market consists of industrial and home-user segment and the isdustrial/professional segment aparently is lucrative.

IMHO the following can be done to launch your product.

1. if you are tapping into the professional segment, then initially you can tap into the Real Estate Developers. they have projects and need PVC Insulation Tapes. So you can provide some sample and give a good price to them so that the deal is clinched. some PVC Layers are in the payroll of these companies, so they will try the brand hopefully.

2. You can also tap into some of the PVC Layers (those who lay the pipe) wo are attached with Hardware shops. Give them a bulk Discount and bring them under Incentive program so that they are induced to use your brand. Then if your product is good then WOM will automatically spread the reputation.

3. Tap the Hardware stores. they also influence the PVC Layers to use a particular brand. in this regard you can develop Streamers and Tape Dispenser Box as merchandising materials to be placed at Hardware stores. Give the stores a bulk purchse discount and bring them under Sales Promotion Scheme.

4. also arrange for a campaign for Hardware stores to develop a database of PVC pipe Layers that these stores have converted to your brand. the stores will receive prizes for this purpose, develop a scheme.

5. Once you have tapped some well known real-estate/construction company, you can develop a press ad/Poster in which the PVC Pipe Layer of that company will endorse your brand. This will attract at least the home users to try it, hopefully. Do mention the price and other benefits of your brand in the ad and ensure that your brand has sufficient presence in the retail.

hope this helps.

cheers!!
 
Posted by: carrie77 Moderator Response
5/28/2005 3:14 PM (CST)
Hello all. I am closing this question since it's more than 2 weeks old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks for participating!
Carrie (Production Editor)
 


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