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    Govind Doors Report - Group 1 - Team - 10 PDF

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    1921 Vishwanath Pakhare
    The document provides information about Govind Doors Pvt. Ltd., a company that manufactures and markets PVC and FRP doors under the GTEX brand. It has three sub-brands - Solides for medium quality medium price doors, Fibrex for high quality high price doors, and Lightex for lower quality low price doors. The market for these doors was growing 34-64% annually from 2002-2006. Arun Kumar, the director, is deciding on target markets and positioning strategies to achieve sales and profitability goals against growing competition.

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    Govind Doors Report - Group 1 - Team - 10 PDF

    Uploaded by

    1921 Vishwanath Pakhare
    3K views7 pages
    The document provides information about Govind Doors Pvt. Ltd., a company that manufactures and markets PVC and FRP doors under the GTEX brand. It has three sub-brands - Solides for medium quality medium price doors, Fibrex for high quality high price doors, and Lightex for lower quality low price doors. The market for these doors was growing 34-64% annually from 2002-2006. Arun Kumar, the director, is deciding on target markets and positioning strategies to achieve sales and profitability goals against growing competition.

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    GOVIND DOORS REPORT_GROUP 1_ TEAM_10.pdf

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    The document provides information about Govind Doors Pvt. Ltd., a company that manufactures and markets PVC and FRP doors under the GTEX brand. It has three sub-brands - Solides for medium quality medium price doors, Fibrex for high quality high price doors, and Lightex for lower quality low price doors. The market for these doors was growing 34-64% annually from 2002-2006. Arun Kumar, the director, is deciding on target markets and positioning strategies to achieve sales and profitability goals against growing competition.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    3K views7 pages

    Govind Doors Report - Group 1 - Team - 10 PDF

    Uploaded by

    1921 Vishwanath Pakhare
    The document provides information about Govind Doors Pvt. Ltd., a company that manufactures and markets PVC and FRP doors under the GTEX brand. It has three sub-brands - Solides for medium quality medium price doors, Fibrex for high quality high price doors, and Lightex for lower quality low price doors. The market for these doors was growing 34-64% annually from 2002-2006. Arun Kumar, the director, is deciding on target markets and positioning strategies to achieve sales and profitability goals against growing competition.

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    of 7

    B2B MARKETING

    CASE STUDY 1

    “GOVIND DOORS
    PVT. LTD.”

    GROUP 1, TEAM 10
    Sudhanshu Singh M20191550
    Swapnil Kamtikar 20191111
    Yashraj 20194464
    Anjandeep Singh Bhatia 20194409
    Preetam Shakti M20191569
    Subham Paul 20192254
    Poornima TU M20193807
    Mohit Khatri 20192227
    Vishwanth Y Pakhare B20195011
    Govind Doors Pvt. Ltd.
    Summary:
    Arun Kumar, the Director of Govind Doors Pvt. Ltd. who is into
    manufacturing and marketing of GTEX brand PVC (Poly Vinyl
    Chloride) and FRP (Fibre Reinforced Plastics) doors suitable for
    bedrooms, bathrooms, office rooms, balcony, etc. is deciding on the
    Target market and Positioning Strategies he should use to achieve the
    company goals on sales and profitability.
    They have targeted all the market segments for PVC and FRP doors,
    except those customers who want wooden and special (or customised)
    doors. As per the company salespersons data, the requirement of
    quality, service, price varies depending upon where it is going to be
    utilized.
    The company had established three sub-brands under GTEX brand.
    • Solides Brand: Medium Quality and Medium to Low Price. They
    are suitable for government firms, individual houses, etc.
    • Fibrex Brand: High Quality and High Price. They are suitable for
    builders and a few individual house owners.
    • Lightex Brand: Lower Quality and Low Price. They are suitable
    for the replacement market and a few individual house owners.
    Fabricators were offered the required raw material from all the three
    sub-brands. There were three major players, including Govind Doors,
    with an almost equal market share of 20% - 25%. The remaining market
    was shared by many small players and also by fabricators.
    The market for PVC and FRP doors was growing extremely well at
    34% - 64% per year between 2002 and 2006 and the competition from
    small players was slowly catching up with the three major players.
    Hence Arun Kumar was looking up for strategies to get an edge over
    the rest of the players.
    QUESTIONS:
    1. Do you think it was the right decision of the company to target
    all the segments?
    Sol: No, I don’t think it was the right decision of Mr. Arun Kumar to
    target all the segment. According to me the segmentation of PVC and
    FRP doors are perfectly segmented according to the needs of a different
    organization. The government contractors focused on the lower price
    and good after-sale service which their salespeople use to call their
    officials and do the needful. The company should not subcategorize
    further into Solidex Brand, Fiberex Brand and Lightex Brand.
    Secondly, the non-wood-based market has not been positioned and
    targeted by the company. The director should deeply analyze and
    subcategorize according to the customer’s needs. Lightex Brand is
    under lower quality segmentation which is not a good idea. As the
    market for PVC and FRP was growing at a much higher rate, the
    company need to think with critical aspects of customers and make a
    very safe decision to position the market.

    2. Categorise the prospective segments and analyse the


    company’s prospects in the same.
    Sol: Effective servicing is one of the major factor and competitive
    advantage of any organisation. So it is important to make sure that
    whether we will be able to serve all segments or any particular segment.
    It is also important to understand which customer give more value to
    the organisation. Once the segmentation is done, we need to find the
    categories within these segments. There are four types of segmentation,
    it includes
    ● Demographic
    ● Psychographic
    ● Behavioural
    ● Geographic
    In this case, we can trace Demographic segmentation and
    Behavioural Segmentation.
    As Govind Doors Pvt. Ltd. manufactured and marketed GTEX brand
    PVC doors suitable for bedrooms, bathrooms, office rooms, balcony,
    etc.
    These non-wood-based doors can be used for residential houses,
    institutions like hospitals and schools, as we know that market for PVC
    and FRP doors was growing extremely well at 34% - 64% per year
    between 2002 and 2006.
    Demographic segmentation
    The factors which come under behavioural segmentation are:
    • Age
    • Gender
    • Income
    • Location
    • Education
    • Family Situation etc.
    Behavioural segmentation
    The factors which come under behavioural segmentation are:
    • Purchasing habits
    • Spending habits
    • User status
    • Brand interactions
    Here the company have 3 sub-brands Solidex, Fibrex and Lightex.
    Solidex focus on the customers who can spend less whereas the Fibrex
    focus on the customers who can give high price and Lightex focus is
    on the customer who will be ready to spend very less.
    SPENDING HABIT INDUSTRY
    Builders, Few Individual
    High Price
    Owners

    Government firms,
    Medium Price
    Institutions, Individual Houses

    Few House owners,


    Low price
    Replacement Marketers

    Earlier there were only three major players but now the competition
    from the small players are also increasing. So it is important to
    understand the challenges in each segment. We can broadly divide it
    into the high, medium and low-end category. In the case of replacement
    fabricators, they will use indirect channels and distribution cost will be
    very high. When it comes to the government institutions there will be
    contractors they always prefer low to medium price. And in the case of
    the high end, the builders will prefer to get the high quality and the
    price is not a matter of concern. As a challenge in every category, the
    individual owners are there.
    It is better to focus in the high-end customers because it is difficult to
    satisfy the expectation and need of 10 customers so it is better to serve
    effectively 2 customers in the high-end category and make the profit
    from it.

    3. What target market strategy would you suggest and why?


    Sol: The company would be suggested to target the following segments
    in its strategy
     Behavioral segment: In this segment, company should target
    upon those Hotels, Offices & Houses who maintains their Status
    by the designs and interiors.
    Why this target strategy?
    • These targets will spend more on interiors to build a good status.
    • Company can perform marketing for its High Quality High Price
    doors to this targets so that they can be your loyal customers by
    providing them good services
    • If these targets are more impressed by your quality and service,
    they will also purchase medium quality medium priced doors in
    their non-visible areas of the building
    • Offices might purchase medium as well as low quality doors for
    non-security areas where their department offices divide
    • For houses, families may use low quality doors for bathrooms

     Demographic Segmentation: In this segment, company should


    target upon those users whose lifestyle depends upon their
    Income, Family Situations /Family Size. Also, company should
    target those people who thinks these types of doors are eco-
    friendly
    Why this target strategy?
    • People, whose income is more, will look for high quality doors
    (irrespective of the price) and low income people will for low
    cost doors (irrespective of the quality).
    • More the family size, more room is required for their livings.
    Based on the family situation, they will choose high or low
    quality doors available at us
    • Educated people who think these types of doors are eco-friendly
    can buy our doors if we target them properly
    4. How would you develop a positioning strategy for GTEX
    brand of the company including its sub-brands?
    Sol: Developing a positioning strategy based on:
    • Using Product characteristics as a positioning strategy:
    This strategy focuses upon the characteristics of the product.
    • Pricing as a positioning strategy: This strategy focuses upon
    Quality (PVC or FRP material).
    • Positioning strategy based on Use: Positioning of a product can
    also be done based on its Use or Application. A product can
    expand its consumption by developing its uses and applications.
    • Positioning strategy based on Product Process: Another
    positioning approach is to associate the product with its users or
    a class of users.
    Mediums that can be used :
    • Advertising
    • Social media
    • Conference
    • Events
    • Market campaign

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