1. Research on Emergency water Proofing Presented By : Manendra Kumar Shukla

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”.

4. In the 1980s, 3M introduced the “Post-It® Note” product line.

6. 35 distinct business units

7. Manufacturing in 29 countries

8. Holds 569 U.S. Patents

9. In 2007, 3M spent 6% of its gross revenues on R&D

10. 2007 Sales: $24.5 Billion, 63% from outside United States

12. Company Overview NOTABLE PRODUCTS • Scotch-Brite™ Brand Cleaning Products • Scotch® Brand Tapes • Nexcare™ Brand Skincare Products • Scotchgard™ Brand Fabric Protection • Microtouch™ Brand Touch Screens • FastBond™ Brand Adhesives • Filtrete™ Brand Air Filters • O-Cel-O™ Brand Sponges • Post-it® Brand Notes

13. Pre Launch Analysis of

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

19. Cities Covered Haryana ( Gurgaon) N.C.R. ( DELHI)

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.

21. Rectangle market structure Segment( entry , mid, niche) Mid , Niche(high performance products) Market size ( percentage market * cost of product*10 times)

23. Assessing The Current Situation

24. Assessing The Current Situation

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. .

28. Assessing The Current Situation

29. Competitors

30. Dr.FIXIT

31. Dr.FIXIT

32. Cico

33. Araldite

34. Assessing The Current Situation

35. Assessing The Current Situation

36. Competition Analysis Market Share : Delhi(NCR)

37. Competition Analysis Market Share Gurgaon(Haryana)

38. Assessing The Current Situation

39. Delhi(NCR)

40. Gurgaon

41. Delhi(NCR)

42. Gurgaon

43. Assessing The Current Situation

44. Product & Brand Positioning Map Expensive 3M Dr. Fixit Quick Slow Cico Araldite Inexpensive

45. Product & Brand Positioning Map Expensive 3M Dr. Fixit High Quality Low Quality Cico Araldite Inexpensive

46. Assessing The Current Situation

47. Dr.Fixit Value Chain Mapping Monthly Pay 26 in Delhi( NCR) & 15 in Gurgaon 10% Margin 2200 in Delhi (NCR) ) & 800 in Gurgaon URP-20 to 25 % Margin LW+ 25 to 30% margin

48. Cico Value Chain Mapping Monthly Pay 17 In Delhi(NCR) ) & 8 in Gurgaon 15 % Margin 1200 in Delhi (NCR) ) & 650 in Gurgaon 16 to 24 % Margin

49. Araldite Value Chain Mapping 15 % Margin 8 in Delhi ) & 6 in Gurgaon 8 to 12 % Margin 1200 In Delhi ) & 800 in Gurgaon 15 to 20 % Margin

50. Assessing The Current Situation

51. : DEMO CDS

52. : TV Advertisement

53. : Promotional Meet

56. All Weather Application

57. Quick Setting Time

58. DIY

59. Emergency Water Proofing(Unique Product)

60. Differentiation Focus- Catering to niche requirement(EWP)

62. Low temperature application

63. Instant water proofing

64. Single coat Application

66. Works In wet as well as dry conditions 6. Location: Delhi and NCR areas nearby have huge requirement of such product

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.

70. No equivalent product

71. Setting time is 6 times

72. Multiple coat application

73. No DIY product

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

76. Assessing The Current Situation

79. Recommendations

80. Recommendation

81. Recommendations

82. Sales Hierarchy One RSM Per State One ASM in a city One ASM per Distributor One SR in each zone of city Four S.R.

84. Promotional Activities:

86. Radio channel like big FM, City FM.

89. Product & Brand Positioning Map Expensive 3M 3M Dr. Fixit Araldite Quick Slow Araldite Dr. Fixit Cico Cico Inexpensive

90. Product & Brand Positioning Map Expensive 3M 3M Dr. Fixit Araldite High Quality Low Quality Cico Dr. Fixit Araldite Cico Inexpensive

91. Recommendations

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

93. Recommendations

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.

95. Recommendations

96. Distribution channel Consignment agent only provides place for keeping stock. One distributor is Required Per City

97. Target Cities Across India

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

100. All weather Water proofing

101. DIYEffective distribution Channel and Sales Team. Efficient market Pull Strategies and Pricing . Awareness among customers( Advertising and promotion)