1. Management Trainee: Sonali Gawde
PROJECT PRESENTATION

2. INDEX
• Title
• Objective
• Activities Undertaken
• Purpose
• Hypothesis
• Demographics
• Description of Geographies
• Research Methodology
• Mumbai & Ahmedabad
– Research Finding
– Analysis
– Evaluation of Brand
– Brand Preference
• Analysis of Meets
• Hypothesis Result
• Limitations
• Recommendations

3. Evaluation of effectiveness of the existing market development
activities in NITCO
To review, prioritize and modify the current market development
activities in term of cost effectiveness and higher return in terms
of sales.
Title:
Objective:

4. Activities Undertaken
Objective
Targeting the Right
Audience
Questionnaire
Designing of
Template for
Tabulation of Data
Market Reach Plan
& Schedule
Collection of
Primary Data (PI)
Recording of Data
Analysis of Data
Recommendation

5. Purpose
• To ensure efficiency and effectiveness of the activities.
• Optimum utilization of Resources available.
• To gain competitive advantage.
• Monitor-Review-Improvise on the shortfalls for Market
Development.

6. Hypothesis
Nitco organizes Market Development activities in terms of Meets for Mumbai
& Ahmedabad Market most effectively & efficiently compared to the
competitors.
Demographics
Geographies Covered
Particulars Mumbai Ahmedabad
Dealer Sales Boy 15 8
Sub-Dealers 25 10
Architects 10 10
Mason/Contractors 15 0
Competitor Sales Men's 2 0
Total Sample Size 67 28

7. Description of Geographies
Mumbai:
• Division of Market (South – Central – Western – Harbour)
• Cluster Market Structure
• Stagnant Market Behavior
• Strong Network & Presence of Dealers & Sub-Dealers
• Services & Support is a major influencing factor
Ahmedabad:
• Scattered Market Structure
• Strong presence of Local Unorganized Players
• 80 – 20 Market (Pareto Rule)
• Strong Dealer-Brand Presence
• Weak Sub-Dealer Network
• Relation & Trust Business Behavior among Dealers

8. Research Methodology:
Research Design:
The marketing/promotional meets organized by Nitco and Competitors
Data Collection: Primary Data
Sources: Influencer Community
(Dealers, Dealers Sales Boys, Sub-Dealers, Architects, Masons/Contractors)
Data Collection Method: Personal Interview
Data Collection Instrument: Questionnaire & Observations

9. Research Findings - Mumbai
NITCO
Particulars Sub-Dealer Meet Contractor & Mason Meet Architect Meet
Attendees 15-20 25-30 N.A
Meet Level Area Area N.A
Frequency Once in a Year Once in a Year N.A
Venue LS Studio Dealer outlet/Hall N.A
Time Afternoon
12-7pm
Evening
7.30-9pm
N.A
Meet Type Tea-Snack Tea-Snack N.A
Flow of
Activities
1) Product Display & Knowledge
2) Sample Booking
3) Discussion/Review of products
1) Company Presentation
2) Product Technical Knowledge
3) Q&A Round
4) Factory Visit
(dealer initiative)
N.A
Gift No Yes
Level Batli
N.A
Highlight Convenience of visit time. Schemes/Commission from dealers N.A
Budget Rs.850/-pax Rs.550/-pax (cost shared if single dealer) N.A
Promotional
Activities
No Gifts like Umbrella in rainy season, Bag
occasionally
Sponsorships for Architect Cricket
Match

10. Research Findings - Mumbai
KAJARIA
Particulars Sub-Dealer Meet Contractor & Mason Meet Architect Meet
Attendees Regional:150 Area:30 30 Regional:50-100 Area:40-50
Meet Level Regional & Area Area Regional & Area
Frequency Twice in a Year Once in a Year Twice in a Year
Venue 3-4 Star Hotel Hall in 2star Hotel Area 3-4 star Hotel
Regional 5-7 star Hotel
Time Evening
7-11pm
Evening
7.30-9pm
Evening
8pm onwards
Meet Type Dinner Tea-Snack Dinner
Flow of
Activity
1) Company Presentation
2) Product Display & Knowledge
3) Product Launch
4) Discussion/Review
1) Company Presentation
2) Product Technical Knowledge
3) Q&A Round
1) Company Presentation
2) Product Display & Knowledge
3) Discussion/Review
4) Entertainment
Gift Yes
Diary & Pen
Wall Clock
Yes
Bag
Yes
Diary & Pen
Highlight On the spot schemes Schemes from dealers Interaction with top management.
Budget Rs.1000-1200/-pax Rs.500-600/-pax Rs.2000-5000/-pax
Promotional
Activities
Gifts like Wrist-Watch, Bag, Calendar,
Sweets on festivals and achievement of
huge sales
Gifts like Umbrella in rainy
season, Bag occasionally
Gifts like Sweets (Chocolates) on
Festivals

11. Research Findings - Mumbai
RAK
Particulars Sub-Dealer Meet Contractor & Mason Meet Architect Meet
Attendees 20-30 20-30 50-100
Meet Level Area Area Regional
Frequency Twice in a Year Once in a Year Once in a Year
Venue 3 Star Hotel
RAK Studio
Hall in 2star Hotel 5 star Hotel
Time Evening
7-10pm
Evening
2-3hrs event
Evening
8pm onwards
Meet Type Dinner Tea-Snack Dinner
Flow of Activity 1) Company Presentation
2) Product Display & Knowledge
3) Product Promotion
4) Discussion/Review
1) Company Presentation
2) Product Technical Knowledge
3) Q&A Round
1) Company Presentation
2) Product Display & Knowledge
3) Discussion/Review
4) Entertainment
Gift Yes No Yes
Coupons
Highlight Review Session N.A Interaction with top management.
Budget Rs.800-1200/-pax Rs.400-500/-pax Rs.2000-5000/-pax
Promotional
Activities
No No No

12. Research Findings - Mumbai
SOMANY
Particulars Sub-Dealer Meet Contractor & Mason Meet Architect Meet
Attendees 100-150 N.A N.A
Meet Level Regional N.A N.A
Frequency Once in a Year N.A N.A
Venue 5 Star Hotel
Renaissance
N.A N.A
Time Evening
7-11pm
N.A N.A
Meet Type Dinner N.A N.A
Flow of
Activities
1) Company Presentation
2) Product Display & Knowledge
3) Product Launch
4) Discussion/Review
5) Entertainment
N.A N.A
Gift No N.A N.A
Highlight Interaction with top management. N.A N.A
Budget Rs.1500-4000/-pax N.A N.A
Promotional
Activities
Gifts like Sweets on festivals No No

13. Research Findings - Mumbai
JOHNSON
Particulars Sub-Dealer Meet Contractor & Mason Meet Architect Meet
Attendees 40-50 20-30 50-100
Meet Level Area Area Regional
Frequency Once in a Year Once in 2 Year 3 Year back
Venue House of Johnson
Resort
Hall 5-7 star Hotel
Time 1 day stay Evening
8-10pm
Evening
7pm onwards
Meet Type Dinner Dinner (Biryani) Dinner
Flow of
Activities
1) Company Presentation
2) Product Display & Knowledge
3) Product Promotion
4) Discussion/Review
5) Entertainment
1) Company Presentation
2) Product Technical Knowledge
3) Q&A Round
1) Company Presentation
2) Product Display & Knowledge
3) Discussion/Review
4) Entertainment
Gift No Yes
Measuring Tape
Yes
Stationary Kit
Highlight Outdoor Trip but not a regular
activity.
Showcases New Product Interaction with top management.
Budget Rs.1000-1500/-pax Rs.400-500/-pax Rs.2000-4000/-pax
Promotional
Activities
No No No

14. Research Findings - Mumbai
VARMORA
Particulars Sub-Dealer Meet Contractor & Mason Meet Architect Meet
Attendees 50-100 N.A N.A
Meet Level Regional N.A N.A
Frequency Once in a Year N.A N.A
Venue 5 Star Hotel
ITC Grand
N.A N.A
Time Evening
7-11pm
N.A N.A
Meet Type Dinner N.A N.A
Flow of
Activities
1) Company Presentation
2) Product Display & Knowledge
3) Product Launch
4) Discussion/Review
5) Entertainment
N.A N.A
Gift No N.A N.A
Highlight Interaction with top management. N.A N.A
Budget Rs.2000-5000/-pax N.A N.A
Promotional
Activities
Gifts like Dairy on Occasions No No

15. Analysis – Mumbai Market
0
5
10
15
20
25
30
35
Kajaria RAK Johnson Nitco Somany Varmora
Overall Efficiency of Brands in Meets
% of Efficiency
0
2
4
6
8
10
12
14
16
Kajaria RAK Johnson Nitco Somany Varmora
Efficiency rating of Meets
Sub-Dealer
Meet
Mason/Contractor
Meet
Architect
Meet

16. Analysis – Mumbai Market
• Kajaria is the most prominent and effective in terms of arranging meets on
frequent intervals.
• RAK & Johnson stands next to Kajaria in effectiveness of meets, followed by Nitco,
Somany and Varmora.
• SOP of meet for all the companies are similar, what matters is the efficiency
achieved in the meets.
• Promotional Activities are mainly focused by Kajaria & Nitco.
• Dealer-Sales person meets are not in trend as the returns from it is not
quantifiable but the companies have shifted their focus on training to sales men’s.
• Architects are the major influencers and Nitco is less focused for doing MDA in this
segment.

17. Evaluation of Brand - Mumbai
Kajaria
20%
Somany
17%
Asian
Granito
13%
Johnson
14%
RAK
19%
Nitco
17%
Design
Kajaria
20%
Somany
14%
Asian
Granito
10%
Johnson
14%
RAK
21%
Nitco
21%
Quality
Kajaria
21%
Somany
17%
Asian
Granito
14%
Johnson
14%
RAK
17%
Nitco
17%
Price
Kajaria
23%
Somany
19%
Asian
Granito
8%
Johnson
18%
RAK
18%
Nitco
14%
Branding
Kajaria
22%
Somany
13%
Asian
Granito
13%
Johnson
15%
RAK
21%
Nitco
16%
Service
Kajaria
23%
Somany
15%
Asian
Granito
11%
Johnson
13%
RAK
18%
Nitco
20%
Sales Promotions
Kajaria
24%
Somany
14%
Asian
Granito
9%
Johnson
13%
RAK
22%
Nitco
18%
Company Policies
Kajaria
23%
Somany
14%
Asian
Granito
9%
Johnson
15%
RAK
21%
Nitco
18%
Brand Recall

18. Brand Preference - Mumbai
Most Preferred – Kajaria & RAK
– Services & Support
– Organizational Structure
– Product & Branding
– Competitive Pricing
Nitco stands 3rd
– Needs Improvement in:
– Services & Support
– Branding
– Market Development
Activities
0
5
10
15
20
25
Kajaria Somany Asian Granito Johnson RAK Nitco
Market Brand Preference
Brand Preference %

19. Brand Preference - Mumbai
Most Preferred – Kajaria & RAK
– Design & Sizes
– Services & Support
– Marketing Activities
– Proper Follow up
Nitco stands 3rd
– Needs Improvement in:
– Size options
– Services
– Availability Issues
– Marketing Activities
– Innovation
0
5
10
15
20
25
Kajaria Somany Asian Granito Johnson RAK Nitco Others Imported
Architect's Brand Preference
Brand Preference %

20. Research Findings - Ahmedabad
NITCO
Particulars Sub-Dealer Meet Dealer Sales Boys Training Architect Meet
Attendees 50-60 2-4 15
Meet Level Regional Individual Dealer Individual Architect
Frequency Once in a Year Twice/Thrice in a Yr. 1st Time
Venue 5 Star Hotel
Novotel
Dealer Outlet Architect Office
Time Evening
7pm onwards
Between working Hrs
Afternoon 1hr.
Day Time
2 Hrs.
Meet Type Dinner N.A N.A
Flow of Activity 1) Company Presentation
2) Product Display & Knowledge
3) Product Launch
4) Discussion/Review
1) Product Display
2) Product Technical Knowledge
3) Sales Techniques
4) Q&A Round
1) Company Presentation
2) Product Display & Knowledge
3) Product Promotion
4) Discussion/Review
Gift No No No
Highlight • Stock Booking
• Combined with Dealers
Individual Dealer outlet activity. Ensures Sales and provides project
lead.
Budget Rs.850/-pax N.A Rs.1000 per office
Promotional
Activities
No No No

21. Research Findings - Ahmedabad
KAJARIA
Particulars Sub-Dealer Meet Dealer Sales Boys Meet Architect Meet
Attendees 30-40 15-20 300-400
Meet Level Regional Regional Regional
Frequency Twice in a Year Once in a Year Once in a Year
Venue 3-4 Star Hotel
Karnavati Club
Dealer Outlet IIID Event Stall
1st Friday
Time Evening
7.30-11pm
Afternoon
2.30-4pm
Evening
6-10pm
Meet Type Dinner Tea-Snack Dinner from @ IIID
Flow of Activity 1) Company Presentation
2) Product Display & Knowledge
3) Product Launch
4) Discussion/Review
1) Company Presentation
2) Product Display
3) Product Technical Knowledge
4) Q&A Round
1) Company Presentation
2) Product Display & Knowledge
3) Discussion/Review
Gift Yes
Gift Hamper
No No
Highlight One of the meet is compiled with
dealer
Quiz among the DSB Top A+ Architects are taken on trips.
(F1Race)
Budget Rs.1000-1200/-pax Rs.300/-pax (cost shared if single
dealer)
Rs.1-1.5 Lac sponsorship amt.
Promotional
Activities
Gifts like Bag, Calendar, Sweets on
festivals and achievement of huge
sales
No Sponsorship for IIA Event

22. Research Findings - Ahmedabad
SOMANY
Particulars Sub-Dealer Meet Dealer Sales Boys Training Architect Meet
Attendees 40-50 2-4 100-150
Meet Level Regional Individual Dealer Regional
Frequency Twice in a Year Once/Twice in a Year Once in a Year
Venue 3 & 5 Star Hotel
Courtyard Marriot
Chowkidhani
Dealer Outlet 5 Star Hotel
Courtyard Marriot
Time Evening
7.30-11pm
Between working Hrs Evening
7.30-11pm
Meet Type Dinner Tea-Snack Dinner
Flow of Activity 1) Company Presentation
2) Product Display & Knowledge
3) Product Launch
4) Discussion/Review
1) Product Display
2) Product Technical Knowledge
3) Sales Techniques
4) Q&A Round
1) Company Presentation
2) Product Display & Knowledge
3) Product Launch
4) Discussion/Review
Gift Yes
Gift Hamper (not always)
Yes
Cap/Water-bottle
Yes
Gift Hampers (Dairy Kit)
Highlight • Stock Booking
• Get Together
Individual Dealer outlet activity. N.A
Budget Rs.1000-2000/-pax Rs.300/-pax or less Rs.2000-3000/-pax
Promotional
Activities
Festival sweets @ high sales
yielding counters
No Also participates in IIA meets but not
regular

23. Research Findings - Ahmedabad
AGL
Particulars Sub-Dealer Meet Dealer Sales Boys Meet Architect Meet
Attendees 20-30 N.A 70-100
Meet Level Regional N.A Regional
Frequency Once in a Year N.A Once in a Year
Venue AGL Studio
Village Hotel
N.A 5 Star Hotel
Four Points
Time Afternoon
12pm onwards
N.A Evening
7-11pm
Meet Type Lunch N.A Dinner
Flow of Activity 1) Company Presentation
2) Product Display & Knowledge
3) Product Promotion
4) Discussion/Review
N.A 1) Company Presentation
2) Product Display & Knowledge
3) Product Promotion
4) Discussion/Review
Gift No N.A Yes
Gift Hamper (chocolates)
Highlight N.A N.A N.A
Budget Rs.700-800/-pax N.A Rs.2000-3000/-pax
Promotional
Activities
Sub-dealer gives commission to
loyal Contractor/mason
N.A No

24. Research Findings - Ahmedabad
HARMONY
Particulars Sub-Dealer Meet Dealer Sales Boys Training Architect Meet
Attendees 50-60 2-5 N.A
Meet Level Regional Individual Dealer Regional
Frequency Occasional Once in a Year Once in a Year
Venue 5 Star Hotel
Courtyard Marriot
Dealer Outlet 5 Star Hotel
Courtyard Marriot
Time Evening
7.30-11pm
Afternoon
1hour activity
Evening
7.30-10.30pm
Meet Type Dinner Tea-Snack Dinner
Flow of Activity 1) Company Presentation
2) Product Display & Knowledge
3) Product Launch
4) Discussion/Review
1) Product Display
2) Product Technical Knowledge
3) Sales Techniques
4) Q&A Round
1) Company Presentation
2) Product Display & Knowledge
3) Product Launch
4) Discussion/Review
Gift Yes
Pen/Dairy
No Yes
Gift Hampers (chocolate)
Highlight Meet is combined with dealer. Individual Dealer outlet activity. Concept Displays – Mock ups
Budget Rs.2000-3000/-pax Rs.200/- pax or less Rs. 2000-3000/-pax
Promotional
Activities
No No No

25. Analysis – Ahmedabad Market
0
2
4
6
8
10
Somany Kajaria Nitco Harmony AGL
Efficiency rating of Meets
Sub-Dealer
Meet
Dealer S.Boy
Training
Architect
Meet
0
5
10
15
20
25
Somany Kajaria Nitco Harmony AGL
Overall Efficiency of Brands in Meets
% of Efficiency

26. Analysis – Ahmedabad Market
• Somany is the most prominent and effective in terms of arranging meets on
frequent intervals.
• Kajaria, Nitco & Harmony stands next to Somany in effectiveness of meets,
followed by AGL.
• Meets are modified as per the objective requirements.
• Promotional Activities are mainly focused by Kajaria & Somany.
• Architects are the major influencers and Nitco is strongly focused for doing MDA in
this segment against competitors.
• Commission/Incentives is a major factor for influencing Architect, Masons &
Contractors.

27. Evaluation of Brand - Ahmedabad
Kajaria
18%
Somany
18%
Asian
Granito
16%
Johnson
14%
RAK
16%
Nitco
18%
Design
Kajaria
16%
Somany
18%
Asian
Granito
14%
Johnson
14%
RAK
16%
Nitco
22%
Quality
Kajaria
17%
Somany
20%
Asian
Granito
18%
Johnson
15%
RAK
15%
Nitco
15%
Price
Kajaria
15%
Somany
26%
Asian
Granito
20%
Johnson
12%
RAK
12%
Nitco
15%
Branding
Kajaria
24%
Somany
24%
Asian
Granito
18%
Johnson
8%
RAK
8%
Nitco
18%
Service
Kajaria
19%
Somany
21%
Asian
Granito
19%
Johnson
10%
RAK
10%
Nitco
21%
Sales Promotions
Kajaria
21%
Somany
23%
Asian
Granito
18%
Johnson
15%
RAK
8%
Nitco
15%
Company Policies
Kajaria
17%
Somany
21%
Asian
Granito
19%
Johnson
12%
RAK
10%
Nitco
21%
Brand Recall

28. Brand Preference - Ahmedabad
Most Preferred – Somany
– Design & Sizes
– Branding
– Services
– Competitive Pricing
Kajaria stands 3rd
– Effective Marketing
– Product Offered
– Organizational
Structure
– Services & Support
Nitco stands 2nd
– Brand Image
– Quality
– Field Force Support
– Architect
Specification
0
5
10
15
20
25
Kajaria Somany Asian Granito Johnson RAK Nitco
Market Brand Preference
Brand Preference %

29. Brand Preference - Ahmedabad
Most Preferred – Kajaria & Somany
– Design & Sizes
– Services & Support
– Marketing Activities
– Proper Follow up
– Competitive Pricing
Nitco stands 3rd
– Needs Improvement in:
– Size options
– Services & Support
– Marketing Activities
– Innovation
0
2
4
6
8
10
12
14
16
18
Kajaria Somany Asian Granito Johnson RAK Nitco Others Imported
Architect's Brand Preference
Brand Preference %

30. Analysis – Meets
Meets suffices the following:
– Provides Direct Touch Point
– Update Influencer Community
– Build Relation & Trust
– Product Promotion
– Product Review
– Inject Motivation
– Schemes ensuring Sales
– Competition Activity Tracking

31. Hypothesis
 The Hypothesis considered for this research is rejected as Nitco doesn't organizes
Market Development Activities in terms of Meets for Mumbai & Ahmedabad
Market most effectively & efficiently as compared to the competitors.
• Only limited Dealers and Sub-Dealers were reached at Ahmedabad due to time
constraint
• Mason/Contractors couldn’t be reviewed at Ahmedabad due to time constraint
• Exhibitions & Dealer Meet were excluded from being a part of this research.
Limitations

32. Recommendations
Mason/Contractor Meet
• SOP – Dynamic Activity Plan
• Dedicated Day @ LeStudio
• Training on Product
• Query Solutions
• Schemes based on Sales
Small rewards:
• Movie Tickets
• Dinner Vouchers
• Amusement Park Tickets
Dealer Sales Boy Meet
• Convert to Dealer Sales Boy
Training
• Individual Dealer Outlet
• 2 – 4 Sales Boys only
• Focused on Sales techniques
• Offer small gifts occasionally
to keep involvement

33. Recommendations
Sub-Dealer Meet: 2 Types
 @ LeStudio
• Product Promotion
• Sample Booking
• High Tea
• Proper Follow up
Promised Activities:
• Sampling
• Sales Generated
• Selection Criteria: Maximum sales yielding sub-dealer – Dealer Reference
 @ Hotels
• 3 – 4 Star Hotel
• SOP
• Schemes based on Sales
• Foreign Travel
(In partnership with dealer –
both the company & dealer
should get benefit)

34. Recommendations
Architect Meet
• Regional level – Once in a year
• Marketing Activity
• Nurture Architect Relations
• Presentations at Architect Offices
(Small meet at Individual - Architect Offices)
• Target - Relevant Architects
• Generate Project leads
• On the Spot inquiry for Projects
• Build Relations with new Architects
• Ensures sales
• Selection Criteria: Architects with major Project work

35. Other Observations & Market Feedback.
Branding
• Proper Visible Banners
• Improve Visibility & Brand
Appeal
• Pricing Justifies – Premium
Brand
Product Innovation
• New Designs in Wall
• Bigger Sizes – Floor
• Trending Colors – Creating
Contrast
• Futuristic Display – Mix n Match
• 3mm thin tiles for wall

36. THANK YOU