Project Ceramic World

8/13/2019 Project Ceramic World

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ESTIMATION OF WALL

TILES MARKET IN BBRS OFSPL LIMITED

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Contains

1. ACKNOWLEDGEMENT

2. TITLE

3. SUMMARY

4. INTRODUCTION

5. OBJECTIES

! SCO"EO$T%ESTUDY

&. COM"ANY"RO$ILE

'. MAINBODY

SALES"ROMOTION

MEASUREMENTINRESEARC%

(. DATAANALYSIS

1). RECOMMENDATION

11. CONCLUSION

11. BIBLIOGRA"%Y

12. APPENDICES

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ACKNOWLEDGEMENT

To undergo Suer Tr!"n"ng "n SPL Limited #!$ re!% %"&e%'

e()er"en*e +or e. I ! ,ru%' "nde-,ed ,o Mr. Anu D!'!%/

A0M M!re,"ng/ SPL L"",ed +or g"&"ng e ,4e o))or,un",'

,o #or "n 4"$ e$,eeed Org!n"5!,"on

L!$, -u, ,4e %!$, / I u$, ,4!n ,o !%% o+ ' +r"end$ +or ,4e"r

*on,"nuou$ *o6o)er!,"on !nd ' )!ren,$ +or ,4e"r *on$,!n,

un,r"ed en*our!geen, !nd -%e$$"ng ,4roug4 ou, ,4"$ )roe*,

#or.

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TITLE

I, "$ no, *on$uer$ #4o !-$or- $,r!,eg"e$. R!,4er ,4e'

re$)ond ,o ,4e -r!nd$ ,4!, *o)!n"e$ )roe*,. A $,rong -r!nd

"$ ! 4"erog%')4"* ,4!, e&oe$ !n' eo,"on$/ 4o%d$ dee)

e!n"ng$ +or *on$uer$ !, -o,4 *on$*"ou$ !nd $u-*on$*"ou$

%e&e%$. Su*4 re$)on$e$ +ro *on$uer$ !re ! re+%e*,"on o+ !%%

,4e e()er"en*e$ ,4!, ,4e' !' 4!&e 4!d #",4 ,4e -r!nd.

T4e$e -r!nd$ "n ,urn -orro# 4e!&"%' +ro ,4e *or)or!,e

"den,","e$ o+ ,4e *o)!n"e$ ,4!, o#n ,4e. T4!, "$ #4'

*!rr'"ng ! ne# *or)or!,e "den,",' "n ! 4"g4%' *o)e,","&e

!re, need$ ,o -e ! *!u,"ou$ #e%% ,4roug4 ou, !%gor",4"*

)ro*e$$.

T4"$ )roe*, re)or, en,",%ed !$ A Proe*, on ESTIMATION OF

WALL TILES MARKET IN BBRS OF SPL LIMITED "$ !n

"nd"*!,"on o+ ,4e *o)e,","&ene$$ ,4!, 4!$ !%re!d' ,4ere"n

e$)e*"!%%' #4en one ,!%$ !-ou, ,4e *on$uer good$ T4e

need o+ ,4e 4our "$ ,o !e !n "!ge ,4!, "$ e&er%!$,"ng !nd

-u55"ng ,4roug4 ,4e !"r !$ ! e$$!ge o+ good#"%% !nd

)ro+e$$"on!%"$. 8o#e&er "$$ue$ %"e *u$,oer $!,"$+!*,"on

9u!%",' *o$, *on,ro% ,e*4no%og' !nd $u))%' *4!"n !n!geen,

*!e ,o ,4e +ore+ron, !nd re$,ru*,ur"ng -e*!e ,4e !n,r!.

Ano,4er )!r!d"g $4"+, #!$ ,4e ne# +o*u$ on e()or, !$

o))o$ed ,o ,4e ,r!d","on!% re%"!n*e on ! )ro,e*,ed %o*!%

!re,. T4u$ ,4e !,,e), "$ ,o go g%o-!% #",4 due ")or,!n*e

,o ,4e reg"on o+ o)er!,"on !$ #e%%.

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SS$ !ng%e. T4ere-' ", *!n !e !n "n$"g4,

"n,o ",$ )o$","on r!,4er ",$ $4!re o+ !re, o+ ",$ )o#er -r!nd.

One need$ ,o 4!&e ! &er' -ro!d -r!nd )or,+o%"o *o&er"ng

?


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o Ou,%"ned "n ,4e Co)!n' Pro+"%e $e*,"on

T4e $e*,"on n!ed M!"n Bod' "$ ,4e )r"e $e*,"on o+,4e re)or, #4ere u$, e&er',4"ng "n ,er$ o+

Con*e),$ -e4"nd ,4e re)or, ,",%e

Re$e!r*4 Me,4odo%og'

F"nd"ng !nd ,4ere-' ,4e !n!%'$"$ 4!$ -een de$*r"-e "n !

"%%u$,r!,"&e !nner

T4e Sugge$,"on$ der"&ed +ro ,4e +"nd"ng$ !nd !n!%'$e$

4!&e -een ou,%"ned "n ,4e Re*oend!,"on$ $e*,"on.

T4e *on*%u$"on $e*,"on "$ ,4e end !r o+ ,4e re)or,/

#4"*4 *on,!"n$ ,4e re!r or ,4e *oen, on ,4e #4o%e

!*,"&","e$ !nd ,4e$e !re gener!%%' der"&ed +ro ,4e

*oen,$ o+ ,4e "n,er&"e#ee !nd re)re$en,ed "n ,4e

*urren, -u$"ne$$ en&"ronen,!% %!ngu!ge.

T4e -"-%"ogr!)4' $e*,"on *on,!"n$ ! de,!"%$ %"$, o+ -oo$

!r,"*%e$ e,*. u$ed +or g"&"ng ,4e re)or, ! *o)%e,e $4!)e

"n ,er$ o+ ,4e$"$ o+ re+eren*e no,e +or +u,ure )ur)o$e.

T4e !))end"*e$ $e*,"on $er&e$ !$ ,4e !nne(ure !nd

*on,!"n$ ! $!)%e o+ ,4e 9ue$,"onn!"re$ u$ed +or ,4e

)ur)o$e o+ "n,er&"e# #",4 ,4e *u$,oer$.


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1


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INTRODUCTION

In ,4"$ #or%d o+ -u'er$ !re, #4ere ,4e *on$uer ge,$

o),"on$ u$, !&!"%!-%e !, ,4e door$,e) "n u$, "%%"on,4

)!r, o+ ! $e*ond/ ", "$ e$$en,"!% +or !n' *or)or!,e ,o

+o*u$ on ,4e !,,r"-u,e$ o+ ,4e )rodu*, or $er&"*e

o++er"ng$ "n ! #!'$ #4"*4 d"$,"ngu"$4e$ ",$e%+ +ro u$,

!n'-od'. T4"$ +o*u$ de+"n",e%' %e!d$ ,o udgen, o+

$e&er!% +!*,or$ $e&er!% ,e*4n"9ue$ !nd $e&er!%

d"en$"on$ o+ e!$ur"ng $,reng,4$ !nd !nn"4"%!,"ng ,4e

#e!ne$$ ,4ere-' SPL Limited !$ *o)!n' !%$o

need$ ,o *o)e,e #",4 *o)e,",or$ o+ $e&er!% "nd$ -'

)%!'"ng ,o ",$ $,reng,4$ u$"ng ,4e $,r!nge$, -r!nd$

-!*ed -' $u)er"or ,e*4no%og' !nd ,4e %o#e$, *o$,

$u))%' *4!"n. One o+ ,4e o$, $oug4, !+,er e,4od$ "$

,o ,!e ,4e 4e%) o+ d"++eren, ed"! ,o !%e "n

")re$$"on "n ,4e "nd$ o+ ,4e *u$,oer$ &"! $e&er!%

"n,ere$,"ng !nd "nno&!,"&e e$$!ge$/ #4"*4 "n ,4e

$")%e$, !re,"ng !rgor/ "$ no#n !$ Ad&er,"$"ng.

T4e Co)!n' o++er$ !n energ"5"ng !nd e)o#er"ng

en&"ronen, en!-%ed -' *re!,"ng $!%% ,e!$ +o*u$ed

on e' "n","!,"&e$. Tod!'>$ !re, "$ &er' *o)e,","&e

!nd "n*re!$"ng%' d'n!"*. One $4ou%d 4!&e ,4e

*on+"den*e "n ",$ $,r!,eg'. T4e *o)!n' "$ )u,,"ng "n

)%!*e e' en!-%er$ ,o -u"%d ,4e *!)!-"%",' +or $u$,!"ned

4"g4 )er+or!n*e.

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T4e +"r$, $,e) ,o#!rd$ ,4"$ ,"e *!%%"ng $,r!,eg' need$ !

*%e!r +o*u$ on ,4e -r!nd *!)!-"%","e$ !nd ,4e un"9uene$$

"n ,4e !re,. In !dd","on ,o ,4"$ ,4e *o)!n' u$,

%oo !, ,4e $4!re o+ ,4e !re, ", *!,er$ ,o. T4e

under%'"ng &"$"on "$ ,4!, ,4e *red"-"%",' o+ ,4e +or *!n

e!$"%' -e )red"*,ed +ro ,4e "n %oo$ !, ,4e !re,. T4e

,oo% "$ !%#!'$ reg!rded !$ one o+ ,4e -e$, #e!)on$ !n'

)ro+e$$"on!% *!n 4!&e. T4e "n6de),4 no#%edge o+ ,4e

!re, !nd ,4e !re, +or*e$ %e!d$ ,o ,4eunder$,!nd"ng o+ ,4e *4!ng"ng $*en!r"o o+ ,4e !re,

n!e%' ,4e -u'"ng )!,,ern$ o+ ,4e e$,eeed *u$,oer$

,4e $,'%e !nd ,rend "n ,4e !re, ,4e )$'*4o%og' o+ ,4e

*u$,oer$ ,4e *o)e,"ng !nd u%,"n!,"on!% -r!nd$.

T4u$ ! *o)!n' %"e SPL L"",ed/ #4"*4 4!$ -een do"ng

-u$"ne$$ "n ,4e $,!,e o+ De%4" #",4 !%o$, ! -"g $u**e$$/

need$ ,o !n!%'5e ,4e e&er6*4!ng"ng $*en!r"o o+ ",$ *ore

-u$"ne$$. T4u$ ", 4!$ -e*oe e$$en,"!% +or e&er'

*o)!n' "n ,4"$ reg"on ,o $,ud' on ,4e *urren, !re,

$*en!r"o o+ ,4e F%oor W!%% T"%e$ M!re, "n De%4" /

e$)e*"!%%' "n ,4"$ !d&er,"$"ng *on$*"ou$ reg"on o+ ,4e

$,!,e &"! ,4e e++e*,"&ene$$ o+ !d&er,"$"ng *!)!"gn$.

T4e odern !re,"ng e(e*u,"&e$ ,r' ,o under$,!nd ,4e

*u$,oer$/ ,4e"r )er*e),"on !nd re$)on$e ,o *er,!"n

ne# )rodu*, e$$!ge !nd ,4e -!$"* *4!r!*,er"$,"*$ o+

,4e"r -e4!&"our. Be*!u$e ,4e u%,"!,e udge o+ ,4e

*orre*,ne$$ o+ ,4e !re, !n!%'$"$ !nd de*"$"on "$ ,4e

-u'er ,4e +"n!% *4o"*e -e%ong ,o 4"G4er.

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$ )er*e),"on o+ ,4e )rodu*,$

!round 4"G4er. Pre*e),"on "$ $u-e*,"&e go&erned -'

,4e "nd"&"du!% *on$uer$ Gre,!"%er$ &!%ue$ !,,",ude$

-e%"e+$ need$ e()er"en*e !nd en&"ronen,.

Cu$,oer !$ ,4e "nd $e%e*,$ ,4e good$ de,er"ne$ ,4e

+!,e o+ ,4e )rodu*er. T4ere +ore "n order ,o !,,r!*, 4"

ore !nd ore ,4e !re,"ng )er$onne% $4ou%d no#

,4e"r *u$,oer #e%% $o ,4!, *ou%d ,re!, ,4e "n ! #!'

,4e' %"e ,o -e ,re!,ed !nd )re$en, ,4e good "n !n

!))ro)r"!,e !nner.

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OBJECTIES

Objectives o t!e st"d#$

T4e !re, $ur&e' #!$ *ondu*,ed ee)"ng ,4e +o%%o#"ng

o-e*,"&eH

1. To de,er"ne ,4e A )roe*, on ESTIMATION OF WALL

TILES MARKET IN DEL8I OF SPL LIMITED

2. To +"nd ou, ,4e -r!nd !#!rene$$ !ong$, ,4e

*on$uer$ !nd re,!"%er$.

3. To de,er"ne ,4e $,"u%" ,4!, gu"de ,4e *on$uer$

,o#!rd$ -u'"ng ,4e )rodu*,.

1:


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1;


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T*+ Co,-an

SPL L"",ed/ or"g"n!%%' n!ed SOMAN= PILKIN0TON>SLIMITED/ #!$ $,!r,ed -'

S4ree 8"r! L!% So!n'

Founder C4!"r!n on

2,4 !nu!r' 1;. T4e

n!e o+ ,4e $!"d *o)!n'

*4!nged ,o SPL L"",ed on

13,4 O*,o-er 1:. In

1?1/ +"r$, un", o+ SPL

L"",ed #!$ e$,!-%"$4ed !,

K!$$!r/ 8!r'!n!/ "n

,e*4n"*!% *o%%!-or!,"on #",4 P"%"ng,on>$ T"%e 8o%d"ng$/


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1 #",ne$$ed ! 4uge de!nd +or @",r"+"ed ,"%e$ "n ,4e Ind"!n

!re, !nd ,4e *o)!n' de*"ded ,o )u, u) ! ne# )%!n, ,o

*!,er ,o ",.

T4e $!e 'e!r @",r"+"ed T"%e P%!n,/ K!$$!r/ #!$ e$,!-%"$4ed "n

,e*4n"*!% *o%%!-or!,"on #",4 Leon!rdo Cer!"*! 1:2 !nd

0RE@ITI @",r"+"ed T"%e$ #!$ %!un*4ed. In ,4e $!e 'e!r/ SPL

L,d. #!$ !#!rded ISO 171 *er,"+"*!,"on +or ",$ En&"ronen,

Fr"end%' M!nu+!*,ur"ng F!*"%","e$ !nd ,4u$ -e*!e ,4e +"r$, T"%e

*o)!n' "n ,4e T"%e "ndu$,r' ,o 4!&e -o,4 ISO 2 171

,o ",$ *red",.

In 2/ *on,"nu"ng on ",$ e()!n$"on $)ree/ ! ne# F%oor T"%e

P%!n, #!$ $e, u) !, K!d".

To !nu+!*,ure )rodu*,$ !$ )er ,4e !re, de!nd !nd ,o

u)6gr!de ,4e !nu+!*,ur"ng un",$/ Re*,"+"ed %"ne #!$ !dded !,

-o,4 ,4e un",$ !nd "n 22/ ne# u)d!,ed ,e*4no%og'/ SIN0LEFAST FIRE #!$ !dded ,o ,4e )%!n,$ +or !"ng ,4e o$,

energ' e++"*"en,.

W",4 ! ,urno&er o+ R$. 211 *rore$ +or ,4e 'e!r 236

27/So!n' F%oor !nd W!%% T"%e$ "$ ,4e u-re%%! -r!nd o+

SPL L,d. !nd ,4e %e!d"ng !nu+!*,urer o+ 9u!%",' F%oor W!%%

T"%e$ "n Ind"!.

Back Ground History:

So!n' $,or' "$ !%% !-ou, gr",/ de,er"n!,"on !nd

!**o)%"$4en,$. I, goe$ on ,o )ro&e ,4!, $"ng%e "nded

+o*u$ !nd ded"*!,"on )!'$. So!n'>$ $u**e$$ $,or' $,!r,ed "n

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13; #",4 ,4e"r $,o* -ro"ng &en,ure !, ,4e C!%*u,,! S,o*

E(*4!nge$.

Soon ,4e' e-!red on ,4e"r +"r$, "ndu$,r"!% &en,ure #",4 ,4e"r

!"den )roe*, So!n' 0%!$$ Wor$/ ! ou,4 -%o#n

o)er!,"on/ !nu+!*,ur"ng *on,!"ner$ g%!$$.

E"g4, 'e!r$ %!,er on !n e()!n$"on $)ree/ ,4e' $e, u)

8"ndu$,!n N!,"on!% 0%!$$/ ne!r C!%*u,,!/ Ind"!>$ +"r$,

!u,o!,ed *on,!"ner g%!$$ !nu+!*,ur"ng )%!n,. E&er $"n*e

,4e grou)>$ !nu+!*,ur"ng !*,"&","e$ 4!&e gro#n !n"+o%d.

Tod!'/ ,4e grou)>$ !*,"&","e$ "n*%ude T"%e$/ Te(,"%e$/ Con,!"ner

g%!$$/ S!n",!r' #!re !nd Eng"neer"ng. T4e$e )rodu*,$ -'

&"r,ue o+ )rodu*, "nno&!,"on !nd 9u!%",'/ 4!&e $e, !n

e(e)%!r' $,!nd!rd "n ,4e "ndu$,r' !nd 4!&e +ound e&er

re!d' doe$,"* !nd e()or, !re,$.

T4e grou) "$ ! !re, %e!der "n T"%e$/ S!n",!r' #!re/

Con,!"ner 0%!$$ !nd 0%!$$ !nu+!*,ur"ng e9u")en,.

MDs Massage

Mr.S4ree!n, So!n'

We%come to t!e &o'%d o Som()#

Ti%es

De*or!,"ng 4oe$ ,od!' #ou%d -e e!$"er

"+ one *ou%d $ee "n,o ,4e +u,ure. T4"$ "$

e(!*,%' #4!, So!n' T"%e$ doe$ ,o +!*"%",!,e 'our de*"$"on.

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Fro ! ode$, -eg"nn"ng o+ 1: $9 ! d!' "n 1?2/ So!n'

en,ered "n,o ,4e #or%d o+ *er!"* ,"%e$ "n *o%%!-or!,"on #",4

P"%"ng,on>$ T"%e$


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En$ure ,4!, !%% *o)!n' )ro*e$$e$ !re ge!red ,o

de%"&er ,4e 4"g4e$, %e&e%$ o+ *u$,oer $!,"$+!*,"on.

Kee) !n e)%o'ee6*en,r"* +o*u$ "n !%% ,4e o)er!,"on$.

Fo$,er Inno&!,"on !nd *re!,"&",' !, !%% %e&e%$.

De%"&er &!%ue ,o !%% $,!e4o%der$ o+ ,4e *o)!n'.

*isio)

To eerge !$ Ind"!J$ +"ne$, !nu+!*,urer o+ *er!"* ,"%e$

u$"ng ,4e %!,e$, ,e*4no%og"e$/ de%"g4,"ng *u$,oer$ !nd

en4!n*"ng $4!re4o%der &!%ue on ! *on$"$,en, !nd $u$,!"n!-%e

-!$"$.

Ro(d S!o&s b'i)+ ti%es c%ose' to #o",

So!n' %!un*4e$ ro!d $4o#$ "n nor,4ern )!r, o+ Ind"! ,o

-r"ng ,"%e$ *%o$er ,o ,4e end u$er. T4e$e $4o#$ )ro&"de 'ou#",4 ! r!re o))or,un",' ,o $ee !nd +e%% ,4e %!,e$, *o%%e*,"on$

!nd !rr"&!%$.

E-c%"sive .om/()# S!o&'ooms

Br"ng"ng 'ou *%o$er ,o 'our dre! 4ou$e 4!$ -een ! *on$,!n,

ende!&or !, our end. We $,r"&e ,o )ro&"de 'ou ,4e -e$, "n ,"%e$

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!nd de$"gn. =our *on&en"en*e "$ o+ )r"e ")or,!n*e ,o u$. To

!e 'our ,"%e $e%e*,"on )ro*e$$ e!$"er !nd 4!$$%e +ree/ our

*o)!n' o#ned d"$)%!' *en,re$/ P%!ne, So!n'/ "$ ! *on*re,e

$,e) "n ,4e $!e d"re*,"on. T4e$e e(*%u$"&e *o)!n' o#ned

d"$)%!' *en,re$ "$ 'our #"ndo# ,o ! #4o%e ne# #or%d o+ do"ng

u) 'our 4oe. Coe !nd e()%ore end%e$$ )o$$"-"%","e$ !,

P%!ne, So!n'.

Promoters: M', H, L, Som()#

A &"$"on!r' !nd ,4e +ounder d"re*,or o+

SPL L"",ed/ +orer%' no#n !$ So!n'

P"%"ng,on 4e "$ !%$o *red",ed #",4

$e,,"ng u) eg! -r!nd$ %"e 8"ndu$,!n

S!n",!r' #!re Indu$,r"e$ L,d. !nd MG$

8"ndu$,!n N!,"on!% 0%!$$ L"",ed.

W",4 ore ,4!n ; 'e!r$ e()er"en*e "n -u$"ne$$/ Mr.So!n'

"$ ! e-er o+ In$,",u,e o+ Cer!"*$. Dur"ng 4"$ "%%u$,r"ou$

*!reer/ 4e 4!$ 4e%d &!r"ou$ )o$","on$ #",4 0o&ernen, !nd

non go&ernen, !gen*"e$ !nd #!$ ,4e C4!"r!n o+ C!)e("% "n

1;/ Co"$$"oner o+ C!%*u,,! Por, Tru$, dur"ng 1?26?7/

Pre$"den, o+ ASSOC8AM "n 1? !nd ! e-er o+ ,4e E!$,ern

Reg"on!% Co",,ee o+ IDBI.

8"$ $o*"!% *o",en, $!# 4" -e"ng "n$,ruen,!% "n $e,,"ng

u) !nd runn"ng $e&er!% $*4oo%$ !nd *o%%ege$ "n R!!$,4!n !nd

8!r'!n!. 8"$ u%," +!*e,ed )er$on!%",' !e$ 4" ! een

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)!,ron o+ !r,$ !nd ,4e C4!"r!n o+ ,4e S!ngee, K!%! M!nd"r

Tru$, S!!g!.

Mr. Shreekant Somany

Founder D"re*,or o+ SPL L,d./ #!$ ,r!"ned

!, Found!r' Pr!*,"*e$ !nd M!*4"ne S4o)/

0ene&!. 8e $e, u) So! P%u-"ng

F"(,ure$ "n 1?:. L!,er/ 4e o&ed on ,o

4e!d ,4e 0%!$$ d"&"$"on o+ 8"ndu$,!n

S!n",!r' #!re/ ! ,urn !round &en,ure.

T#o 'e!r$ !+,er o"n"ng SPL L"",ed "n 12/ 4e ,oo o&er !$

M!n!g"ng D"re*,or. S"n*e ,4en 4e 4!$ $)e!r4e!ded ,4e

*o)!n'>$ gro#,4 !nd +or!' "n,o ,4e +u,ure.8e "$ ,4e

*4!"r!n o+ ,4e Ind"!n Coun*"% o+ Cer!"* T"%e$ !nd

S!n",!r'#!re ICCTAS !nd 4o%d$ e' )o$","on$ #",4

!n!g"ng !nd e()er, *o",ee$ o+ ASSOC8AM !nd ,4e P8D

*4!-er o+ Coer*e !nd "ndu$,r' !nd !%$o ! e-er o+

N!,"on!% Coun*"% o+ Con+eder!,"on o+ Ind"!n Indu$,r' CII.

Mr. Abhishek Somany

An MBA +ro R"*4ond


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P"%"ng,on>$ T"%e$ $ T"%e 8o%d"ng$/


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W",4 3 de*!de$ "n ,4e Cer!"* T"%e -u$"ne$$/ 2

!nu+!*,ur"ng +!*"%","e$ !, K!$$!r/ 8!r'!n! !nd K!d"/

0u!r!,/ SPL L,d. 4!$ re*en,%' u)gr!ded ",$ !nu+!*,ur"ng

+!*"%","e$ -' e)%o'"ng S,!,e6o+6,4e6!r, !nd Energ' e++"*"en,

,e*4no%og' !, -o,4 ,4e )%!n,$.

T4e *o-"ned )rodu*,"on *!)!*",' 4!$ "n*re!$ed ,o 3?/:

$9. )er d!'. T4"$ !%$o !e$ SPL ,4e %!rge$, )rodu*er o+

%!rge +or!, W!%% T"%e$ "n ,4e *oun,r'.

P'od"ctio) c(/(cit# $

W!%% T"%e )%!n, H C!)!*",' 6 1/ $9.. )er d!'

F%oor T"%e P%!n, H C!)!*",' 6 12/: $9.. )er d!'

@",ro*r'$,!% T"%e$ H C!)!*",' 6 :/ $9..

@",r"+"ed T"%e$ H C!)!*",' 6 2/ $9.. )er d!'.

Modern"$!,"on o+ W!%% T"%e$ )%!n, !, K!$$!r !nd e()!n$"on o+

F%oor T"%e$ )%!n, !,

K!d"/ #",ne$$ed ,4e

)rodu*,"on

*!)!*","e$ o+ K!$$!r

K!d" un",$ go u)

,o ?.3 "%%"on $9..

!nd ;.3 "%%"on

$9.. )er !nnu

re$)e*,"&e%'. T4e

*o-"ned *!)!*",'

o+ SPL no# $,!nd$ !, 13.; "%%"on $9.. )er !nnu.

2;


27/180

Tec!)o%o+# bei)+ "sed $

W",4 ! )en*4!n, +or %!,e$, ,e*4no%og'/ SPL ")or,$

,e*4no%og' !nd !*4"ne$ +ro #e%% no#n g%o-!% )%!'er$

%"e SITI/ BMR/ ANKORA/ BARBENNI TANOTI +ro I,!%'.

0"(%it# %e(de' $

T4e *o)!n' )roud%' *%!"$ $e&er!% +"r$, ,o ",$ *red",. T4e

+"r$, T"%e *o)!n' "n Ind"! ,o re*e"&e ,4e )re$,"g"ou$ ISO2 !nd ISO 171 *er,"+"*!,"on$ +or ",$ !nu+!*,ur"ng $e,

u). In 1/ SPL -e*!e ,4e F"r$, Cer!"* T"%e *o)!n' "n

,4e #or%d ,o re*e"&e !n ISO 171 *er,"+"*!,"on.

Mi%esto)es Ac!ieved $

1?1 6 K!$$!r P%!n, e$,!-%"$4ed.

11 6 K!d" P%!n, E$,!-%"$4ed.

1 6 F%oor ,"%e )%!n, e$,!-%"$4ed !, K!$$!r

1; 6 R D re*ogn"$ed -' 0o&, o+ Ind"!.

1 6 ISO 2 !#!rded.

1 6 Ne# @",r"+"ed P%!n, !, K!$$!r "n ,e*4n"*!%

*o%%!-or!,"on #",4 Leon!rdo Cer!"*! 1:2.

1 6 ISO 171 !#!rded .

2 6 F%oor T"%e )%!n, K!d" e$,!-%"$4ed.

22 6 SFF S"ng%e F!$, F"re )%!n, )u, u) "n -o,4 K!d"

K!$$!r P%!n,

23 6 Re*,"+"ed %"ne !dded !, -o,4 K!$$!r K!d" )%!n,.

2?


28/180

23 6 ISO 1 H 2 !#!rded.

T!e Re(c! 1 M('2eti)+ St'e)+t!

L('+est dist'ib"tio) )et&o'2,

T4e o$, #"de%'

d"$,r"-u,ed ,"%e$ "n Ind"!/

So!n' F%oor !nd W!%%

T"%e$ "$ d"$,r"-u,ed ,4roug4

! %!rge !nd *o",,ed

ne,#or o+ De!%er$ Su-6

de!%er$ "n ,4e *oun,r' #",4 2: -r!n*4 o++"*e$ !nd ; *o)!n'

o#ned $4o#roo n!ed S")%' T"%e$.

So!n' )rodu*,$ +"nd !re, !nd !**e),!n*e "n M"dd%e E!$,


29/180

E!orts

SPL L,d 4!$ e), on go"ng +ro $,reng,4,o $,reng,4 "n e()or,$. T4e *o)!n'>$

e()or,$ *%"-ed ,o R$. 12 *rore$ dur"ng

,4e 'e!r J36J7. T4e e()or,$ !re !"n%'

,o *oun,r"e$ %"e M"dd%e E!$,/ Sr" L!n!/

M!ur","u$ !nd Au$,r!%"!. T4e *o)!n'

eno'$ &er' good -r!nd "!ge "n ,4e$e "n,ern!,"on!% !re,

2


30/180

Fi)()ci(% Res"%ts$

3e(' 45644 44677 77678 78679 7967: 7:67;

Ne, S!%e$ 111 177? 17;32 1:; 1??; 1?2

Pro+", -e+ore

de)re*"!,"on1: 1;1 13;3 1:7: :72 ?1

Ne, Wor,4 222 ;32 2 13 ;13 ??2:

Ne, -%o* 12:7 172 1:3 1:: 1;3? 1:?2:

SPL LIMITED

Regd. O++"*e H 2G1/ B4!er#!r! Ro!d/ Mund!/ Ne# De%4" 6 11 71

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31/180

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Con$u),"on

o+ R!#M!,er"!%$

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1/77 712 3 1/;1 1/?2

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+ S,!++ Co$, 1/7 37 311 1/3:2 1/27

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1/;1 :;7 311 2/13 1/

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1/127 3: 332 1/72 1/3;?

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32/180

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e(*%ud"ng

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F!*e @!%ue o+ R$. 1G6 e!*4; ;

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Re&!%u!,"on Re$er&e$7/1 ;/

B!$"* D"%u,ed EPS R$. +or

,4e )er"od2.71 :.?3

37


35/180

P'od"ct .(t(%o+"eH

T4e *o)!n' o++er$ ! *o)%e,e r!nge o+ F%oor/ W!%% !nd

@",r"+"ed ,"%e$ +or "ndoor !nd ou,door u$!ge/ "n*%ud"ng ,4e

0re&","> 6 &",r"+"ed ,"%e$ !nd ,4e re*en,%' "n,rodu*ed

@",ro*r'$,!% $e!%e$$ )or*e%!"n T"%e$> 6 re*,"+"ed )or*e%!"n

,"%e$. So!n' "$ !%$o ,4e +"r$, *o)!n' "n Ind"! ,o o++er

re!d'!de &",r"+"ed $"r,"ng !nd $)o,$.

T4e e(,en$"&e )rodu*, r!nge o++er$ *on$uer$ ! *4o"*e o+

12 de$"gn$/ #",4 : ne# de$"gn$ !dded e&er' 'e!r.

"i#e $are % &egu#ar $#eaning "i!s for our "i#es

F%oo' Ti%es

Re+"%(' .%e()i)+ Ti/s

C%e!n !nd $#ee) 'our ,"%e$ regu%!r%'.

To reo&e $,u--orn $)o,$/ $*ru- #",4 ! )!$,e o+

-"*!r-on!,e o+ $od! !nd #!,er.


36/180

Reo&e $oo, +ro ",*4en ,"%e$ #",4 ! "(,ure o+ %eon

u"*e !nd $!%,/ ,4en #!$4.

.%e()i)+ B(t!'oom Ti/s

Be+ore *%e!n"ng -!,4roo ,"%e$/ run ,4e $4o#er on 4o,

+or +"&e "nu,e$ ,o $,re! ,4e d"r, %oo$e. For $,u--orn

$,!"n$/ !))%' ! )!$,e o+ $*our"ng )o#der !nd #!,er !nd

%e, $", +or +"&e "nu,e$

S*ru- #",4 ! n'%on $*ru- )!d/ r"n$e !nd #")e dr'.

To ee) ,4e grou, o"n,$ on ,"%e *oun,er,o)$ *%e!n

%onger/ #!$4 #",4 ! $o%u,"on o+ 162 ,!-%e$)oon$ *4%or"ne

-%e!*4 "n one 9u!r, o+ #!,er. Dr' ,4oroug4%'/ ,4en !))%'

!n !*r'%"* $e!%er or ,4ree *o!,$ o+ %eon o"%. Le, dr' +or

one 4our -e,#een *o!,$.

Reo&e "%de# !nd !e ,"%e$ $)!r%e -' $)ong"ng #",4

! $o%u,"on o+ !on"! !nd #!,er.

Do?s ()d Do)?ts

Do no, u$e $o!) on ,"%e -e*!u$e ", %e!&e$ ! +"%/ #4"*4

du%%$ ,4e $ur+!*e.

Do no, u$e $,ee% #oo% )!d$ or $""%!r !-r!$"&e *%e!n"ng

)!d$. Loo$e )!r,"*%e$ o+ $,ee% *!n *!u$e ru$, $,!"n$ "n

grou,.

3;


37/180

Do no, u$e !*"d -!$e *%e!ner$. T4e' *!n !++e*, ,4e

*o%our o+ ,4e grou, !nd *!n *!u$e ,"%e$ ,o du%%. =ou

$4ou%d no, u$e )ure &"neg!r/ #4"*4 "$ !n !*"d.

Do no, dro) 4e!&' o-e*,$ on,o ,4e ,"%e$ !nd ,"%e$ !re

no, "nde$,ru*,"-%e.

Do no, #e!r $)"ed $4oe$ "+ 'ou 4!&e 4"g4 g%o# +%oor$.


38/180

PREPARIN@ SOMAN3 TILES FOR LA3IN@$

S%"g4, ,one &!r"!,"on$ *!n -e )re&en,ed +ro -e"ng !)ro-%e -' "("ng ,4e ,"%e$ +ro $e&er!% *!r,on$ -e+ore

"n$,!%%"ng. T4"$ !"d$ -%end"ng o+ $4!de$.

SPREADIN@ THE THIN1SET$


39/180

M(i)te)()ce Ti/s

A -e!u,"+u% +%oor "$ *on$"dered -' !n' !$ ,4e o$, &",!%e%een, o+ ! *on$,ru*,"on. I,J$ #4!, !n' &"$",or $ee$

+"r$,. And o$, ")or,!n,%'/ on*e %!"d/ ! +%oor "$ $e%do

*4!nged. I, u$, ,4ere+ore no, on%' -e -e!u,"+u% -u,

!%$o re,!"n ",$ -e!u,' +or 'e!r$ ,o *oe.

Bu, +%oor$ !re $u-e*, ,o ,4e d!"%' gr"nd r"gour$ o+ +oo,

,r!++"* !nd ,o +oo, $,!"n$/ "n $,!"n$/ gre!$e !r$ e,*..

E&en ,4e -e$, o+ ,"%e$ #"%% $,!"n "+ no, !"n,!"ned.

For,un!,e%' ,4e $",u!,"on "$ no, *o)%e,e%' +u,"%e. #e !,

So!n' "n ,!nde #",4 %e!d"ng re$e!r*4 %!-or!,or"e$ "n

Euro)e 4!&e +ound $o%u,"on$ +or ,4e$e "rr",!n,$. 0re&","

&",r"+"ed ,"%e$ !re ,oug4 !nd !re !nu+!*,ured ,o

e(!*,"ng Euro)e!n nor$ !nd 4!&e -een ,e$,ed ,o

#",4$,!nd $,!"n"ng !$ )er ,4e EN IS nor$. u$, no#

,4e r"g4, *%e!n"ng e,4od$ !nd 'our +%oor$ *!n %oo !$

$)o,%e$$ 'e!r$ +ro no# !$ ,4e' do ,od!'.

Ro"ti)e M(i)te)()ce


40/180

"ed"!,e%'. I+ !%%o#ed ,o dr' ,4e' !' -e d"++"*u%, ,o

reo&e *o)%e,e%'/ "n ,4e *!$e o+ )o%"$4ed ,"%e$.

8ERE ARE A FEW 8AND= CLEANIN0 TIPS FOR COMMON

STAINS

T3PE OF STAIN T3PE OF .LEANIN@ A@ENTS AD*ISED

@ege,!-%e !nd

!n"!% +!,

A%!%"neH C!u$,"* $od!/ Sod"u

4'dro("de

0re!$e +ro!*4"ne$

So%&en,H Tur)en,"ne o"%/ T4"nner/Tr"*4%oroe,4'%ene

In$A*"dH 8'dro*4%or"*/ N",r"*/ Su%)4ur"*/O(!%"* !*"d$

Ru$, !nd o("de$A*"dH 8'dro*4%or"*/ N",r"*/ Su%)4ur"*/O(!%"* !*"d$

Ru--erSo%&en,H Tur)en,"ne o"%/ T4"nner/Tr"*4%oroe,4'%ene

P!"n,$So%&en,H Tur)en,"ne o"%/ T4"nner/Tr"*4%oroe,4'%ene

Co++eeA%!%"neH C!u$,"* $od!/ Sod"u4'dro("de

Sod"u 8'dro("de or Po,!$$"u8'dro("de

Fe%, ,"))ed )en A*"dG So%&en,

Le!d +"n"$4"ng o+)o%"$4"ng

A%!%"neG A*"d

7


41/180

LA3IN@ MAINTAINAN.E INSTR


42/180

Arr!nge ,"%e$ "n ! de$"red %!'ou, -e+ore +"("ng/ en$ur"ng

,4!, ,4ere !re e9u!% *u, ,"%e$ !, e",4er end.

En$ure ,4!, ,4e $ur+!*e "$ +ree +ro d"r,/ gre!$e or

+%!"ng


43/180

P%e!$e no,e ,4!, ,4e !nu+!*,urer doe$ no, !**e), !n'

%"!-"%",' "n *!$e o+ )ro-%e$ !r"$"ng ou, o+ non6

!d4eren*e ,o ,4e$e ,"%e +"("ng "n$,ru*,"on$.

*it'oc'#st(% C Se(m%ess Po'ce%(i) Ti%es

M(i)te)()ce Ti/s

A -e!u,"+u% +%oor "$ *on$"dered -' !n' !$ ,4e o$, &",!%

e%een, o+ ! *on$,ru*,"on. I,J$ #4!, !n' &"$",or $ee$ +"r$,.

And o$, ")or,!n,%'/ on*e %!"d/ ! +%oor "$ $e%do *4!nged.

I, u$, ,4ere+ore no, on%' -e -e!u,"+u% -u, !%$o re,!"n ",$

-e!u,' +or 'e!r$ ,o *oe.

Bu, +%oor$ !re $u-e*, ,o ,4e d!"%' gr"nd r"gour$ o+ +oo,

,r!++"* !nd ,o +oo, $,!"n$/ "n $,!"n$/ gre!$e !r$ e,*.. E&en

,4e -e$, o+ ,"%e$ #"%% $,!"n "+ no, !"n,!"ned. For,un!,e%' ,4e

$",u!,"on "$ no, *o)%e,e%' +u,"%e. We !, So!n' "n ,!nde

#",4 %e!d"ng re$e!r*4 %!-or!,or"e$ "n Euro)e 4!&e +ound

$o%u,"on$ +or ,4e$e "rr",!n,$. @",ro*r'$,!% Por*e%!"n ,"%e$ !re

,oug4 !nd !re !nu+!*,ured ,o e(!*,"ng Euro)e!n nor$

!nd 4!&e -een ,e$,ed ,o #",4$,!nd $,!"n"ng !$ )er ,4e EN

IS nor$. u$, no# ,4e r"g4, *%e!n"ng e,4od$ !nd 'our

+%oor$ *!n %oo !$ $)o,%e$$ 'e!r$ +ro no# !$ ,4e' do ,od!'.

HERE ARE A FEW HAND3 .LEANIN@ TIPS FOR .OMMON

STAINS $

T3PE OF STAIN T3PE OF .LEANIN@ A@ENTS AD*ISED

@ege,!-%e !nd!n"!% +!,

A%!%"neH C!u$,"* $od!/ Sod"u4'dro("de

0re!$e +ro So%&en,H Tur)en,"ne o"%/ T4"nner/

73


44/180

!*4"ne$ Tr"*4%oroe,4'%ene

In$A*"dH 8'dro*4%or"*/ N",r"*/ Su%)4ur"*/O(!%"* !*"d$

Ru$, !nd o("de$A*"dH 8'dro*4%or"*/ N",r"*/ Su%)4ur"*/O(!%"* !*"d$

BeerGW"ne A%!%"neGA*"d

Ru--erSo%&en,H Tur)en,"ne o"%/ T4"nner/Tr"*4%oroe,4'%ene

P!"n,$So%&en,H Tur)en,"ne o"%/ T4"nner/Tr"*4%oroe,4'%ene

Co++eeA%!%"neH C!u$,"* $od!/ Sod"u4'dro("de

Sod"u 8'dro("de or Po,!$$"u8'dro("de

Fe%, ,"))ed )en A*"dG So%&en,

Le!d +"n"$4"ng o+)o%"$4"ng

A%!%"neG A*"d

.ommo) .%e()i)+ A+e)ts

ALKALINE SOL*ENT A.ID

C!u$,"* Sod! Tur)en,"ne o"% 8'dro*4%or"* !*"d

Sod"u8'dro("de

T4"nner N",r"* !*"d

Tr"*4%oroe,4'%ene Su%)4ur"* !*"d O(!%"*

77


45/180


46/180

Rou,"ne !"n,en!n*e o+ ,4e +%oor "$ )o$$"-%e #",4

)o#er+u% *%e!n"ng !gen,$ #",4 ! e(*e),"on o+

8'dro+%uor"* !*"d !nd ",J$ der"&!,"&e$.

T"%e$ $4ou%d -e %!"d %!$, +or -e,,er re$u%,$.

P%e!$e no,e ,4!, ,4e !nu+!*,urer doe$ no, !**e), !n'

%"!-"%",' "n *!$e o+ )ro-%e$ !r"$"ng ou, o+ non6

!d4eren*e ,o ,4e$e ,"%e +"("ng "n$,ru*,"on$.

0%o$$' @",ro*r'$,!% T"%e$ !re no, re*oended +or$4o#roo$ !nd 4"g4 Tr!++"* !re!$.

W(%% Ti%es

Re+"%(' .%e()i)+ Ti/s

C%e!n !nd $#ee) 'our ,"%e$ regu%!r%'.

To reo&e $,u--orn $)o,$/ $*ru- #",4 ! )!$,e o+

-"*!r-on!,e o+ $od! !nd #!,er.


47/180

Reo&e $oo, +ro ",*4en ,"%e$ #",4 ! "(,ure o+ %eon

u"*e !nd $!%,/ ,4en #!$4.

.%e()i)+ B(t!'oom Ti/s




%e, $", +or +"&e "nu,e$

S*ru- #",4 ! n'%on $*ru- )!d/ r"n$e !nd #")e dr'.



-%e!*4 "n one 9u!r, o+ #!,er. Dr' ,4oroug4%'/ ,4en !))%'

!n !*r'%"* $e!%er or ,4ree *o!,$ o+ %eon o"%. Le, dr' +orone 4our -e,#een *o!,$.


! $o%u,"on o+ !on"! !nd #!,er.

Do>$ !nd Don>,$

Do no, u$e $o!) on ,"%e -e*!u$e ", %e!&e$ ! +"%/ #4"*4du%%$ ,4e $ur+!*e.

Do no, u$e $,ee% #oo% )!d$ or $""%!r !-r!$"&e *%e!n"ng

)!d$. Loo$e )!r,"*%e$ o+ $,ee% *!n *!u$e ru$, $,!"n$ "n

grou,.

7?


48/180

Do no, u$e !*"d -!$ed *%e!ner$. T4e' *!n !++e*, ,4e

*o%our o+ ,4e grou, !nd *!n *!u$e ,"%e$ ,o du%%. =ou

$4ou%d no, u$e )ure &"neg!r #4"*4 "$ !*"d.

Do no, dro) 4e!&' o-e*,$ on,o ,4e ,"%e$ . T"%e$ !re no,

"nde$,ru*,"-%e.

Do no, #e!r $)"ed $4oe$ "+ 'ou 4!&e 4"g4 g%o# +%oor$.


49/180

A))%' ! 9u!%",' *er!"* ,"%e !d4e$"&e on ,o ,4e #!%%

e&en%' u$"ng no,*4ed $)re!der. P%!*e ,4e +"r$, ,"%e r"g4,

"n,o ,4e *orner o+ ,4e #!%%/ !))%'"ng ,4e -o,,o edge o+

,4e ,"%e +"r$,/ ,4en +"r%' )u,,"ng )re$$ure on !%% +our

*orner$ o+ ,4e ,"%e $"u%,!neou$%'. F"%% ,4e !re! o+ #!%%/

#4"*4 *!n -e *o&ered #",4 un*u, ,"%e$. Le!&e +or 12

4our$. To +"%% ,4e g!)$ -e,#een ,"%e$ !%re!d' )%!*ed !nd

,4e #!%%/ e!$ure$ $e)!r!,e%' e!*4 ,"%e ,o -e *u,/ !r

,4e *u, %"ne$ !nd $*ore !%ong ,4e %"ne "n $"ng%e +"r$,roe #",4 ! ,"%e *u,,er.

TAMPIN@ TILES $1


50/180

%"ne &er,"*!%%' do#n ,4e ,"%e )!$$"ng ,4roug4 ,4e *en,re

o+ ,4e 4o%e ,o -e *u,. S*ore do#n ,4"$ %"ne $n!) ,4e

,"%e$ "n,o ,#o.


51/180

I+ 'ou need ,o u$e ! $,ronger *%ener !e $ure ", "$

n!,ur!% ".e/ non6!*"d"* !nd non6!%!%"ne. For $o"%ed !re!$

'ou *!n u$e !n !%%6)ur)o$e 4ou$e4o%d *%e!ner or !

*%e!ner !de $)e*"+"*!%%' +or *er!"* ,"%e$. Reo&e $oo,

+ro ",*4en ,"%e$ #",4 ! "(,ure o+ %eon u"*e !nd $!%,/

,4en #!$4.

.LEANIN@ BATHROOM TILES $$




%e, $", +or +"&e "nu,e$ S*ru- #",4 ! n'%on $*ru- )!d/

r"n$e !nd #")e dr'.



-%e!*4 "n one 9u!r, o+ #!,er/ Dr' ,4oroug4%'/ ,4en !))%'!n !*r'%"* $e!%er )r ,4ree *o!,$ o+ %eon o"%. Le, dr' +or

one 4our -e,#een *o!,$.


! $o%u,"on o+ !on"! !nd #!,er.

Dos ()d Do)ts $$

Do no, u$e $o!) on ,"%e -e*!u$e ", %e!&e$ ! +"%/ #4"*4

du%%$ ,4e $ur+!*e. Do no, u$e $,ee% #oo% )!d$ or $""%!r

!-r!$"&e *%e!n"ng )!d$.

Loo$e )!r,"*%e$ o+ $,ee% *!n *!u$e ru$, $,!"n$ "n grou,.

Do no, u$e !*"d -!$ed *%e!ner$. T4e' *!n !++e*, ,4e

*o%our o+ ,4e grou, !nd *!n *!u$e ,"%e ,o du%%. =ou $4ou%d

:1


52/180

no, u$e )ure &"neg!r/ #4"*4 "$ !*"d. Do no, dro) 4e!&'

o-e*,$ on,o ,4e ,"%e$ . T"%e$ !re no, "nde$,ru*,"-%e. Do

no, #e!r $)"ed $4oe$ "+ 'ou 4!&e 4"g4 g%o# +%oor$.


53/180

:3


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MAIN BOD=

INTROD


55/180

* Ser&"*"ng ,4e *on$uer de!nd ,4roug4 )%!nned

)4'$"*!% d"$,r"-u,"on #",4 ,4e 4e%) o+ !re,"ng

*4!nne%.

d E()!nd"ng ,4e !re, e&en "n ,4e +!*e o+ een

*o)e,","on.

[email protected]*ERS

i> See2i)+$

T4e )ur)o$e o+ $ee"ng "$ ,o d"$*o&er ,4e *u$,oer !nd

*u$,oer need$.

Ii> M(tc!i)+ $

M!re,"ng !$ ! !,*4"ng )ro*e$$/ *u$,oer de!nd 4!$

,o !,*4 #",4 org!n"5!,"on!% re$our*e$ !nd

en&"ronen,!% %"",!,"on $u*4 !$ *o)e,","on / go&,.

regu%!,"on gener!% e*ono"* *ond","on !nd $o on.

iii> P'o+'(mmi)+$

T4e !re,"ng )rogr!e *!%%ed !re,"ng "( #"%% -e

+oru%!,ed !nd ")%een,ed ,o !**o)%"$4ed ,4e ,#"n

o-e*,"&e o+ *u$,oer $!,"$+!*,"on !nd )ro+", !-"%","e$.

MARKETIN@[email protected]$

M!re,"ng !n!geen, "$ ,4e )ro*e$$ o+ )%!nn"ng !nd

e(*","ng ,4e *on*e),"on/ )r"*"ng )roo,"on !nd

d"$,r"-u,"on !nd "de!$ good$ !nd $er&"*e$ ,o *re!,e

e(*4!nge$ ,4!, $!,"$+' "nd"&"du!% !nd org!n"5!,"on!%

o-e*,"&e$.

::


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T4e M!re,"ng !n!geen, "$ d"re*,%' "n6*4!rge o+

! Se,,"ng !re,"ng go!%$ !nd o-e*,"&e$

- De&e%o)"ng ,4e !re,"ng )%!n

* Org!n"$"ng ,4e !re,"ng +un*,"on

d Pu,,"ng ,4e !re,"ng )%!n "n,o !*,"on.

M!re,"ng )ro*e$$ -r"ng$ ,oge,4er )rodu*er !nd

*on$uer ,4e ,#o !"n )!r,"*")!n,$ "n ,4e e(*4!nge.

T4e +"r$, $,e) o+ ,4e !re,"ng )ro*e$$ "$ ,o +oru%!,e

$,r!,eg"* )%!nn"ng !nd !re,"ng )%!nn"ng. I, 4!$ !

"$$"on !nd $e, o+ o-e*,"&e$ go!%$. T4e )rodu*er

u$e$ !re,"ng re$e!r*4 !$ ! ,oo% ,o !n,"*")!,e$ !re,

de!nd. T4e $,ud' o+ *on$uer -e4!&"our "$ !%$o one

o+ ,4e ")or,!n, $,e) "n !re,"ng )ro*e$$.

Con$uer -e4!&"our "$ de+"ned !$ A%% )$'*4o%og"*!%

$o*"!% !nd )4'$"*!% -e4!&"our o+ )o,en,"!% *u$,oer !$

,4e' -e*oe !#!re o+ e&!%u!,e )ur*4!$e/ *on$ue !nd

,e%% o,4er$ !-ou, )rodu*,$ !nd $er&"*e$.

[email protected]$

M!re,"ng re$e!r*4 re9u"re$ ,4e !))%"*!,"on o+ ,4e

$'$,e$ !))ro!*4 ,o ,4e ,!$ o+ *o%%e*,"ng / org!n"5"ng

!n!%'5"ng !nd "n,er)re,"ng de$"red !re,"ng

"n+or!,"on. T4"$ e!n$ ,4!, e!*4 $,e) "n ,4e re$e!r*4

)ro*e$$ u$, -e *!re+u% %' )%!nned/ e++e*,"&e%'

*oord"n!,ed #",4 !%% o,4er re%!,ed $,e)$ $o ,4!, !%% ,4e

:;


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$,e)$ !re )ro)er%' "n,egr!,ed !nd e(e*u,ed !$ )!*"+"ed

!, ,4e )ro)er ,"e !nd "n ,4e de$"red $e9uen*e. E!*4

")or,!n, d"&"$ "on or $egen, o+ ,4e )ro*e$$ o+

"n&e$,"g!,"on !nd !n!%'$"$ )%!'$ ! &",!% ro%e "n ,4e

e++or,$ o+ ,4e re$e!r*4 ,e! ,o !*4"e&e ,4e $,!,ed

go!%$.

M('2eti)+ Mi- o

1. Produ*, )%!nn"ng 2. Pr"*e $,ru*,ure/

3. Proo,"on!% Progr!e 7. D"$,r"-u,"on

$'$,e

M!re,"ng M"( "$ ,4e !re,"ng e++or, ,o re!*4 ,4e

*u$,oer !re, . T4e ou,)u, o+ ,4e !re,"ng "( "$

,4e *u$,oer>$ $er&"*e !nd $!,"$+!*,"on.

P'ob%em Dei)itio)s$

1. S,!,een, o+ O-e*,"&e$

2. Se,,"ng 8')o,4e$"$

RESEAR.HDESI@NDE*ELOPMENT

1. De+"ne ,4e )o)u%!,"on o+ un"&er$e.

2. A$$e$$ ,4e re%e&!n, e("$,"ng d!,!.

3. De*"de ,4e e,4od o+ *o%%e*,"ng )r"!r' d!,!.

7. de+"ne ,4e $!)%"ng un",

:. De*"de ,4e $!)%"ng $"5e

;. de*"de ,4e $!)%"ng )ro*edure.

?. De*"de ,4e $!)%"ng e,4od e.g. )ro-!-"%",' or

non6)ro-!-"%",' $!)%"ng.

:?


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. De*"de ,4e !n!%',"*!% !$)e*,$.

. P"n )o"n, ,4e %"",!,"on $*o)e o+ ,4e $,ud'.

1. De*"de ,4e $*4ee o+ *!u,er"5!,"on +or

)re$en,!,"on o+ re$u%,$.

Fie%d Wo'2

1. Condu*, ,4e re$e!r*4 u$"ng ,4e "n$,ruen,

!nd d!,! *o%%e*,ed !%re!d' de*"ded.

2. Adu$, ,4e )ro-%e$ o+ no, !, 4oe re+u$!% ,o

*oo)er!,e -"!$ o+ "n,er&"e# -"!$ o+ re$)onden,.

Analysis & Interpretation:

1. Ed", ,4e Co%%e*,ed d!,!.

2. Code ,4e *o%%e*,ed d!,!.

3. T!-u%!,e ,4e d!,!.

7. An!%'$e$ ,4e d!,! u$"ng $,!,"$,"*!% ,oo%$.

:. In,er)re, ,4e d!,! dr!#"ng "n+eren*e$.

;. Dr!# $u!r' !nd *on*%u$"on.

?. Re*oend !nd $ugge$, ")ro&een,$ "n ,4e

e("$,"ng $'$,e.

P'ese)t(tio)

1. Arr!nge ,4e re$e!r*4 re$u%,$ !**ord"ng ,o !$!))ro&ed re)or,"ng +or!,.

2. 0e, re)or, ,')ed !nd -ound.

3. Pre$en, ,4e *o)"e$ o+ ,4e re)or, ,o ,4e

*on*erned !u,4or",'.

.ONS


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T4e ,er Con$uer "$ o+,en u$ed ,o de$*r"-e ,#o

d"++eren, "nd$ o+ *on$u"ng en,","e$ ,4e )er$on!%

*on$uer !nd ,4e org!n"5!,"on!% *on$uer.

T4e Per$on!% *on$uer -u'$ good$ or $er&"*e$ +or

4"$ or 4er o#n u$e e.g. ,oo,4)!$,e or $o!)/ +or ,4e

u$e o+ 4ou$e4o%d$ ! ,e%e&"$"on or !$ ! g"+, +or !

+r"end ! )ur$e. In e!*4 o+ ,4e$e *on,e(,$/

"nd"&"du!%$ #4o !re re+erred ,o !$ end6u$er$ or

u%,"!,e *on$uer$ -u' ,4e good$ +or +"n!% u$e.

T4e $e*ond *!,egor' o+ *on$uer ,4e org!n"5!,"on!%

*on$uer "n*%ude$ )ro+", !nd no, +or )ro+",

-u$"ne$$e$ go&ernen, !gen*"e$ %o*!% $,!,e !nd

n!,"on!% !nd "n$,",u,"on$ e.g. *o%%ege$ e,* !%% o+

#4"*4 u$, -u' )rodu*,$ e9u")en, !nd $er&"*e$ "n

order ,o run ,4e"r org!n"5!,"on$. M!nu+!*,ur"ng

*o)!n"e$ u$, -u' ,4e r!# !,er"!%$ !nd o,4er

*o)onen,$ needed ,o !nu+!*,ure !nd $e%% ,4e"r

o#n )rodu*,$ $er&"*e *o)!n"e$ u$, -u' ,4e

o++"*e )rodu*,$ needed ,o o)er!,e ,4e"r !gen*"e$

"n$,",u,"on$ u$, -u' ,4e !,er"!%$ ,4e' nee ,o

!"n,!"n ,4e$e%&e$ !nd ,4e"r )o)u%!,"on$.

.


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)rodu*,$ !*,u!% )er+or!n*e re%!,"&e ,o ! -u'er>$

e()e*,!,"on$. A *u$,oer "g4, e()er"en*e &!r"ou$

degree$ o+ $!,"$+!*,"on. I+ )er+or!n*e !,*4e$

e()e*,!,"on$ ,4e *u$,oer$ "$ $!,"$+"ed. I+ )er+or!n*e

e(*eed$ e()e*,!,"on$ ,4e *u$,oer "$ 4"g4%' $!,"$+"ed or

de%"g4,ed.

Tod!' "n ,4e *u$,oer dr"&en e*ono' !%% +"r$ !re

eng!ged "n ! r!, r!*e ,o !,,r!*, *u$,oer$ !nd -u"%d !

%ong %ong6,er re%!,"on$4") #",4 ,4e"r %o'!% *u$,oer. T4e

e' ,o *u$,oer %o'!%,' "$ ,4roug4 *u$,oer $!,"$+!*,"on.

A $!,"$+"ed *u$,oer #"%% !*, !$ ! $)oe$)er$on o+ ,4e

*o)!n'>$ )rodu*, !nd -r"ng "n ore -u'er$. T4ere "$

!%$o ! 4"g4 *orre%!,"on -e,#een %o'!%,' !nd )ro+",!-"%",'.

T4ere "$ ,4e )!re,o )r"n*")%e or ,4e G2 ru%e/ ", $!'$

,4!, )er*en, o+ one ,4"ng *oe$ +ro 2 )er*en, o+

!no,4er. T4!, "$ ,o $!' ! $!%% )er*en,!ge o+ %o'!%

*u$,oer$ #"%% %end ! %!rge #e"g4, ,o ,4e *o)!n'>$

$!%e$. So !re,er$ 4!&e ,o en$ure *u$,oer$ &!%ue

$!,"$+!*,"on. For ,4"$ ,4e' 4!&e ,o en$ureH

Produ*,$ !re de&e%o)ed ,o ee, *on$uer

re9u"reen,$.

Br!nd$ !re )o$","oned $o !$ ,o *on&e'

d"$,"n*,"&ene$$.

Coun"*!,"on$ !re u$ed ,o *on&e' ,o *on$uer$

,o e()er"en*e ,4!, goe$ on u$"ng ! &!%ue !dded

)rodu*,.

;


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De%"&er' ,o re"n+or*e ,4e )ro),ne$$ "n !"ng

!&!"%!-%e ,o ,4e *on$uer$ ! &!%ue !dded )rodu*,.

Re%!,"on$4") !re -u"%, ,o o++er %"+e,"e *u$,oer

&!%ue ,o en!-%e ,4e *on$uer ,o e()er"en*e &!%ue

$!,"$+!*,"on.

A%% ,4e e++or,$ o+ ,4e !re,er$ !, ,r'"ng ,o under$,!nd

-u'"ng o,"&e$/ org!n"5"ng -u'"ng -e4!&"or !nd #or"ng

ou, $u",!-%e )roo,"on!% $,r!,eg' ,o $u", ,4e *on$uer

-e4!&"or "$ ,o en$ure *on$uer $!,"$+!*,"on "n ,od!'>$

*o)e,","&e en&"ronen, #ere *o)!n"e$ !re !do),"ng

&!r"ou$ e,4od$ ,o #oo ,4e )ro$)e*,"&e *on$uer$/

!re,er$ 4!&e ,o !e !%% e++or,$ ,o under$,!nd !%% ,4e

*o)%e(","e$ #4"*4 go "n,o ,4e -u'"ng -e4!&"our !nd

+r!e !re,"ng )rogr!e$ $u",!-%e ,o ,4e ,!rge,

!re,.

Cu$,oer S!,"$+!*,"on de)end$ on )rodu*,$ )er*e"&ed

)er+or!n*e "n de%"&er"ng &!%ue re%!,"&e ,o -u'er>$

e()e*,!,"on$. I+ ,4e )rodu*,$ ! )er+or!n*e +!%%$ $4or, o+

,4e *u$,oer>$ e()e*,!,"on$ ,4e -u'er$ "$ d"$$!,"$+"ed. I+

)er+or!n*e !,*4e$ e()e*,!,"on$ ,4e -u'er "$ $!,"$+"ed.

I+ )er+or!n*e e(*eed$ e()e*,!,"on ,4e -u'er "$

de%"g4,ed. Ou,$,!nd"ng !re,"ng *o)!n"e$ go ou, o+

,4e"r #!' ,o ee) ,4e"r *u$,oer$ $!,"$+"ed. S!,"$+"ed

*u$,oer$ !e re)e!, )ur*4!$e !nd ,4e' ,e%% o,4er$

!-ou, ,4e"r good e()er"en*e$ #",4 ,4e )rodu*,. T4e e' "$

,o !,*4 *u$,oer e()e*,!,"on$ #",4 *o)!n'

)er+or!n*e. S!r, *o)!n"e$ !" ,o de%"g4, *u$,oer$

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-' )ro"$"ng on%' #4!, ,4e' *!n de%"&er ,4en de%"&er"ng

ore ,4!n ,4e' )ro"$e.

Cu$,oer $!,"$+!*,"on "$ *%o$e%' %"ned ,o 9u!%",'. In

re*en, 'e!r$ !n' *o)!n"e$ 4!&e !do),ed ,o,!% 9u!%",'

!n!geen, TM )rogr!$/ de$"gned ,o *on$,!n,%'

")ro&e ,4e 9u!%",' o+ ,4e"r )rodu*,$ $er&"*e$ !nd

!re,"ng )ro*e$$e$. u!%",' 4!$ ! d"re*, ")!*, on

)rodu*, )er+or!n*e !nd 4en*e on *u$,oer $!,"$+!*,"on.

T4e e' ,o -u"%d"ng %!$,"ng re%!,"on$4")$ "$ ,4e *re!,"on o+

$u)er"or *u$,oer &!%ue !nd $!,"$+!*,"on. S!,"$+"ed

*u$,oer$ !re ore %"e%' ,o -e %o'!% *u$,oer$ !nd %o'!%

*u$,oer$ !re ore %"e%' ,o g"&e ,4e *o)!n' ! %!rger

$4!re o+ ,4e"r -u$"ne$$. A,,r!*,"ng !nd re,!"n"ng

*u$,oer$ *!n -e ! d"++"*u%, ,!$. To d!'$ *u$,oer$ +!*e

! &!$, !rr!' o+ )rodu*, !nd -r!nd *4o"*e )ro*e$$ !nd

$u))%"er$.

Bu, 4o# do -u'er$ +ro ,4e"r e()e*,!,"on E()e*,!,"on$

!re -!$ed on ,4e *u$,oer>$ )!$, -u'"ng e()er"en*e ,4e

o)"n"on$ o+ +r"end$ !nd !$$o*"!,e$ !nd !re,er !nd

*o)e,",or "n+or!,"on !nd )ro"$e$. M!re,er$ u$,

-e *!re+u% ,o $e, ,4e r"g4, %e&e% o+ e()e*,!,"on$. I+ ,4e'

$e, e()e*,!,"on ,o %o# ,4e' !' $!,"$+' ,4o$e #4o -u'

-u, +!"% ,o !,,r!*, enoug4 -u'er$. In *on,r!$,/ "+ ,4e'

r!"$e e()e*,!,"on$ ,oo 4"g4 -u'er$ !re %"e%' ,o -e

d"$!))o"n,ed.

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P'i)ci/%es ."stome' S(tis(ctio)$

T4e go!% "$ ,o e(*eed *u$,oer e()e*,!,"on.

T4e ore ,4e e)%o'ee $!,"$+!*,"on/ ,4e ore ,4e

*u$,oer $!,"$+!*,"on.

Cu$,oer $!,"$+!*,"on "$ ne*e$$!r'/ -u, no,

$u++"*"en,. 8o# !n' ,"e$ do $!,"$+"ed *u$,oer$

$#",*4 -r!nd$ An$#er/ ! %o,.

A%% "n","!,"&e$ u$, -e der"&ed +ro de+"ned

)ro-%e$. For "n$,!n*e/ d"$$!,"$+"ed *u$,oer$ donJ,

-u'. T4!,J$ !n e(!)%e o+ ! *%e!r )ro-%e.

In","!,"&e$ u$, )rodu*e e",4er e!$ur!-%e or

*on*e),u!% -ene+",$. D"$,"ngu"$4 -e,#een ,4e ,#o

-ene+",$ ,')e$.

R!,4er ,4!n -%!ne, "n","!,"&e$ +or e&er'one/ ou,%"ne

"n","!,"&e$ +or e!*4 %e&e% o+ !n!geen,. Kee)

e()e*,!,"on$ "n %"ne #",4 ,4e !ngerJ$ $)!n o+

*on,ro%.

D"$,"ngu"$4 -e,#een go!%$ !nd o-e*,"&e$.

T4e )%!n u$, re$on!,e #",4 ,4e @P !nd !, %e!$, !

"nor",' o+ !n!ger$ #4o !gree #",4 ,4e o-e*,"&e$

!nd "n","!,"&e$.

T4e )%!n u$, -e *%e!r !nd *ongruen, !*4"e&!-%e/

#!% 'our ,!%.

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M(i) P")c! o ."stome' S(tis(ctio)$

u!%",' o+ ! *o)!n'J$ )rodu*, !nd $er&"*e$

u!%",' o+ ,4e re%!,"on$4") -e,#een ,4e *o)!n'J$

!gen,$ !nd ,4e *u$,oer$

o Re$)on$"&ene$$

o T4oroug4ne$$

o Cre!,"&",'

Deon$,r!,"on$ o+ ,4e *o)!n'J$ &!%ue ,o $oeone

#4o$e o)"n"on *oun,$

Fo' Re+"%(te ."stome' S(tis(ctio)$

u!%",' o+ *o)e,",orJ$ )rodu*,$ !nd $er&"*e$

u!%",' o+ ,4e re%!,"on$4") -e,#een ,4e *o)e,",orJ$!gen,$ !nd ,4e *u$,oer$

o Re$)on$"&ene$$

o T4oroug4ne$$

o Cre!,"&",'

Deon$,r!,"on$ o+ ,4e *o)e,",orJ$ &!%ue ,o

$oeone #4o$e o)"n"on *oun,$

Cu$,oer %o'!%,' !$ o))o$ed ,o ere *u$,oer

$!,"$+!*,"on/ *!n -e ! +!*,or o+ e$,!-%"$4ed ,ru$,. Kno#"ng

,4ere "$ !n !%"gned u,u!% -ene+", "n ,4e re%!,"on$4") !nd

! u,u!% under$,!nd"ng g"&e$ 'our *u$,oer $er&"*e !

4e!d $,!r, o+ ,4e *o)e,","on/ #4e,4er ,4ere "$ ! )ro-%e

;7


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*urren,%' or no,. Kno#"ng ,4!, ,4ere "$ ! u,u!%

+ound!,"on +or )ro-%e $o%&"ng $4ou%d ! )ro-%e o**ur$ "$

! -!$"$ +or %o'!%,'.

ATTIT


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,o %e!rn 4o# ,!rge, *u$,oer$ !re %"e%' ,o re!*, ,o !

)ro)o$ed *4!nge "n ,4e +"r$ )!*!g"ng.

FA.ETS$

A$ ,4e o)en"ng )!r!gr!)4 o+ ,4"$ *4!),er ")%"e$

!,,",ude$ !re !n e()re$$"on o+ "nner +ee%"ng ,4!, re+%e*,

#4e,4er ! )er$on "$ +!&or!-%' or un+!&or!-%' )red"$)o$ed

,o $oe o-e*, . Be*!u$e ,4e' !re !n ou,*oe o+

)$'*4o%og"*!% )ro*e$$e$/ !,,",ude$ !re no, d"re*,%'

o-$er&!-%e -u, u$, -e "n+erred +ro #4!, )eo)%e $!' or

#4!, ,4e' do.

Con$uer re$e!r*4er$ !$$e$$ !,,",ude$ -' !$"ng

9ue$,"on$ or !"ng "n+eren*e$ +ro -e4!&"our. For

e(!)%e "+ ! re$e!r*4er de,er"ne$ +ro 9ue$,"on !

*on$uer ,4!, ,4e "nd"&"du!% *on$"$,en,%' -u'$ $u!&e

)rodu*,$ !nd re*oend$ ,4e ,o +r"end ,4e #",4re$)e*, ,o ! g"&en o-e*,. E!*4 )!r, o+ ,4"$ de+"n","on

de$*r"-e$ !n ")or,!n, )ro)er,' o+ !n !,,",ude !nd "$

*r","*!% ,o under$,!nd"ng ,4e ro%e o+ !,,",ude$ "n *on$uer

-e4!&"our.

THEATTIT


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ATTIT


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HOWATTIT


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.O@NITI*ELEARNIN@THEOR3$

In $",u!,"on$ "n #4"*4 *on$uer$ $ee ,o $o%&e ! )ro-%eor $!,"$+' ! need ,4e' !re %"e%' ,o +or !,,",ude$ !-ou,

)rodu*,$ on ,4e -!$"$ o+ "n+or!,"on e()o$ure !nd ,4e"r

o#n *ogn","on. In gener!% ,4e ore "n+or!,"on

*on$uer$ 4!&e !-ou, ! )rodu*, or $er&"*e ,4e ore

%"e%' ,4e' !re ,o +or !,,",ude$ !-ou, ", e",4er )o$","&e or

neg!,"&e. 8o#e&er reg!rd%e$$ o+ !&!"%!-%e "n+or!,"on

*on$uer$ !re no, !%#!'$ re!d' or #"%%"ng ,o )ro*e$$

)rodu*, re%!,ed "n+or!,"on.

SO


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!,,",ude$ +or ", "$ ,4e +!"%' ,4!, )ro&"de$ u$ #",4 !n' o+

our -!$"* &!%ue$ !nd ! #"de r!nge o+ %e$$ *en,r!% -e%"e+$.

DIRE.TMARKETIN@$

M!re,er$ !re "n*re!$"ng%' u$"ng 4"g4%' +o*u$ed d"re*,

!re,"ng )rogr!$ ,o ,!rge, $!%% *on$uer n"*4e$ #",4

)rodu*,$ !nd $er&"*e$ ,4!, +", ,4e"r "n,ere$,$ !nd

%"+e$,'%e$. D"re*, !re,"ng e++or,$ 4!&e !n e(*e%%en,

*4!n*e o+ +!&our!-%' "n+%uen*"ng ,!rge, *on$uer$

!,,",ude$ -e*!u$e ,4e )rodu*,$ !nd $er&"*e$ o++ered !nd

,4e )roo,"on!% e$$!ge$ *on&e'ed !re &er' *!re+u%%'

de$"gned ,o !ddre$$ ,4e "nd"&"du!% $egen,$ need$ !nd

*on*ern$ !nd ,4u$ !re !-%e ,o !*4"e&e ! 4"g4er 4", r!,e

,4!n !$$ !re,"ng.

EPOS


71/180

need +or *ogn","on !re ore %"e%' ,o +or )o$","&e

!,,",ude$ "n re$)on$e ,o !d$ ,4!, +e!,ure !n !,,r!*,"&e

ode% or #e%%6no#n *e%e-r",'.

MARKETIN@STRATE@3$

I, +or$ !n "n,egr!% )!r, o+ !re,"ng )%!nn"ng $oe o+

,4e !$)e*,$ o+ !re,"ng )%!nn"ng )ro*e$$ !re g"&en "n

,4e +o%%o#"ng re)re$en,!,"on.

THEMARKETIN@[email protected]$

1. En&"ronen,!% A))r!"$!%H

An!%'5"ng ,4e en&"ronen, !nd $)o,,"ng ,4e

o))or,un","e$ !nd ,4re!,$.

T4e


72/180

De*"d"ng #4"*4 o+ ,4e $)o,,ed o))or,un","e$ $4ou%d

-e )ur$ued *on$"der"ng ,4e un",>$ *!)!-"%","e$ !nd

%"",!,"on$.

P"n)o"n,"ng ,4e !re!$ "n #4"*4 !re,"ng o-e*,"&e$

4!&e ,o -e $e, e.g. $!%e$ &o%ue )ro+",$ !re,

$4!re $er&"*e !nd !re,"ng "nno&!,"on

A$$e$$"ng ,4e *urren, )er+or!n*e "n ,4e e' !re!$.

Se,,"ng e!$ur!-%e *%e!r *u, !nd e()%"*, o-e*,"&e$

"n e!*4 e' !re!.

Se,,"ng ,4e o-e*,"&e$ !$ !-o&e +or e!*4 )rodu*, G

!re,.

7. De&e%o)"ng ,4e M!re,"ng S,r!,eg'

Se%e*,"ng ,4e ,!rge, !re,

S,ud'"ng ,4e *u$,oer 4"$ -u'"ng o,"&e$ !nd

-u'"ng -e4!&"our.

Segen,!,"on o+ ,4e !re, u$"ng re%e&!n, -!$e$

E&!%u!,"ng e!*4 o+ ,4e $egen,$.

Se%e*,"ng ,4e !))ro)r"!,e $egen,$ !$ ,4e ,!rge,

!re,.

De*"d"ng ,4e )o$","on"ng $,r!,eg'

De&e%o)"ng ,4e !re,"ng "(

De*"d"ng ,4e !))ro!*4 "n re$)e*, o+ e!*4 o+ ,4e +our

P$.

?2


73/180

De*"d"ng ,4e re%!,"&e #e"g4,6!ge ,o -e !$$"gned ,o

e!*4 o+ ,4e.

Pro&"d"ng +or ,4e ")!*, o+ ,4e un*on,ro%%!-%e/

en&"ronen,!% &!r"!-%e.

:. De&e%o)"ng ,4e de,!"%ed +un*,"on!% )%!n$ o+

!re,"ngH

Produ*, )%!n G )rodu*,"on )%!n

S!%e$ +ore*!$, G $!%e$ )%!n

P4'$"*!% d"$,r"-u,"on )%!n

C4!nne% )%!n

Ad&er,"$"ng !nd $!%e$ )roo,"on )%!n

S!%e$ +or*e )%!n

S!%e$ org!n"5!,"on )%!n.

B'()d Positio)i)+

Produ*, )o$","on"ng "$ !n ")or,!n, $,r!,eg' +or !*4"e&"ng

d"++eren,"!% !d&!n,!ge.

Po$","on"ng re+%e*,$ ,4e

)%!*e ! )rodu*,

o**u)"e$ "n ! !re, or

$egen,. A $u**e$$+u%

)o$","on 4!$

?3


74/180

*4!r!*,er"$,"*$ ,4!, !re -o,4 d"++eren,"!,"ng !nd ")or,!n, ,o

*on$uer$.

E&er' )rodu*, 4!$ $oe $or, o+ )o$","on #4e,4er "n,ended

or no,. Po$","on$ !re -!$ed u)on *on$uer )er*e),"on$/

#4"*4 !' or !' no, re+%e*, re!%",'. A )o$","on "$ e++e*,"&e%'

-u"%, -' *oun"*!,"ng ! *on$"$,en, e$$!ge ,o *on$uer$

!-ou, ,4e )rodu*, !nd #4ere ", +",$ "n,o ,4e !re,

,4roug4 !d&er,"$"ng/ -r!nd n!e/ !nd )!*!g"ng.

Po$","on"ng "$ "ne(,r"*!-%' %"ned #",4 m('2et

se+me)t(tio). =ou *!n>, de+"ne ! good )o$","on un,"% 'ou

4!&e d"&"ded ,4e !re, "n,o un"9ue $egen,$ !nd $e%e*,ed

'our ,!rge, $egen,$. T4ree e' re$e!r*4 "$$ue$ u$, -e

!ddre$$edH

T!e M(+ic ()d t!e Po&e' o B'()d Positio)i)+

I+ 'ou !re %"e o$, o#ner$ o+ re,!"% !gen*"e$/ 'ou ge, ,"red

o+ 4e!r"ng !-ou, ,4"$ ne# !re,"ng ,!*,"* *!%%ed -r!nd"ng

,4!, #"%% $oed!' re&o%u,"on"5e ,4e #!' 'ou !re $u))o$ed ,o

!re,. Too !n' !re,"ng )ro+e$$"on!%$ 4!&e u)ed on

,4e -r!nd"ng -!nd#!gon *re!,"ng +!r ,oo u*4 *on+u$"onno, on%' !-ou, #4!, -r!nd"ng "$/ -u, !%$o !-ou, 4o# ,o u$e

", ,o )o$","on 'our -u$"ne$$ "n ,4e !re,)%!*e.

F"r$, ", "$ ")or,!n, ,o de+"ne ,4e ,er. P%!"n !nd $")%e/

-r!nd !n$#er$ ,4e 9ue$,"on W4o ! I +ro ,4e

$,!nd)o"n, o+ 'our *u$,oer6#4e,4er ,4e' -e "n$ured$ or

?7


75/180

o,4er$ #",4 #4o 'ou ,r!n$!*, -u$"ne$$. I, "$ 'our ,one o+

&o"*e !nd ,4e $e%+ "!ge 'our -u$"ne$$ )roe*,$.

A $e*re, unno#n ,o o$,/ "$ ,4!, 'our *u$,oer !*,u!%%'

o#n$ 'our -r!nd. T4"$ "$ ! d"++"*u%, no,"on +or !n' !gen*'

o#ner$ ,o gr!$)/ -u, "+ 'ou ,4"n !-ou, ",/ 'our *u$,oer

*4oo$e$ ,o #or #",4 'our !gen*' +or !n' nu-er o+

re!$on$ no#n on%' ,o 'our *u$,oer. One *u$,oer !'

%"e #or"ng #",4 'ou -e*!u$e 'ou o++er $!%%6!gen*'

$er&"*e. Ano,4er !' %"e 'our %!rge6!gen*' !))e!%. In

order +or 'ou ,o ,ru%' *!)",!%"5e on 'our -r!nd/ 'ou +"r$,

need ,o de,er"ne #4!, 'our *u$,oer$J re!$on$ !re +or

#or"ng #",4 'our !gen*' !nd -eg"n ,o re"n+or*e ,4o$e

re!$on$ "n !,,r!*,"ng o,4er *u$,oer$.

=ou $4ou%d %oo +or !%% $or,$ o+ o))or,un","e$ ,o re"n+or*e ,4e

un"9ue "den,",' ,4!, 'ou -e%"e&e de+"ne$ 'our !gen*'. I+ 'ou

$)e*"!%"5e "n o++er"ng non)ro+", *o&er!ge$/ )er4!)$ 'our $,!++

*ou%d &o%un,eer +or *%"en, +undr!"$"ng e&en,$. Or "+ 'ou

$)e*"!%"5e "n go%+ *our$e *o&er!ge/ )er4!)$ 'ou *ou%d 4o$, !

go%+ ,ourn!en, !, ! *u$,oerJ$ *our$e dur"ng !n !gen,J$

*on+eren*e. T4ere "$ ! #"de &!r"e,' o+ !*,"&","e$ 'ou "g4,

*on$"der de)end"ng u)on 'our -r!ndJ$ +o*u$ !nd 4o# 'ou

#!n, ,o -e )er*e"&ed "n ,4e !re,)%!*e.

Br!nd "$ ,4e )er$on!%",' 'ou )roe*, !nd ,4e )ro"$e 'ou

)%edge ,o ee). =our go!% $4ou%d -e ,o de+"ne 'our !gen*'J$

-r!nd $o *%e!r%' ,4!, 'our ,!rge, !ud"en*e $!'$/ Wo#/

,4!,J$ eQ IJ u$, %"e ,4!,. A$ ! #ord o+ *!u,"on/ I 4!&e

?:


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!%#!'$ +ound ", 4e%)+u% #4en de+"n"ng -r!nd ,o $)e! "n

$4or, )4r!$e$ ,4!, !re +or!,,ed #",4 I ! $,!,een,$

$u*4 !$ I ! $!r, or I ! 4e%)+u% !nd $o on. T4e$e

$4ou%d -e $een +ro 'our *u$,oer$J )er$)e*,"&e !nd $4ou%d

-eg"n ,o de+"ne #4!, ,4e de$"red -r!nd "!ge o+ 'our

!gen*' "$ "n 4u!n ,er$. DonJ, %e, 'our -r!nd )ro"$e

ore ,4!n 'our !gen*' *!n de%"&er. I, "$ ")or,!n, ,4!, 'our

-r!nd -e *o)%e,e%' -e%"e&!-%e !nd $u))or,!-%e. No,4"ng

en$ure$ +!"%ure ore *er,!"n%' ,4!n ! -o!$,+u% -r!nd ,4!,*!nno, %"&e u) ,o ,4e 4')e.

Tod!'J$ *on$uer "$ *'n"*!%6!nd r"g4,+u%%' $o. Fe#

e()er"en*e$ e&er %"&e u) ,o ! *on$uerJ$ e()e*,!,"on$.

D"$!))o"n, ,4e on*e !nd ,4e' #"%% no, +orge,.

Positio)i)+ 3o"' B'()d

A$ *on$uer$/ #e !re !%% "n ,4e )ro*e$$ o+ -e*o"ng. Our

de$"re ,o de+"ne our$e%&e$ -' our !*,"on$6or )ur*4!$e$6"$ !

de$"re ,o -e #4o #e #ou%d %"e ,o -e !$ ! re$u%, o+ ,4!,

)ur*4!$e r!,4er ,4!n #4o #e !re *urren,%'. A$ ! re$u%,/ ", "$

o+,en 4e%)+u% ,o $)e! "n ! ,one o+ !$)"r!,"on. For "n$,!n*e/

'ou -u' ! *er,!"n -r!nd o+ $ou) +or 'our $"* d!ug4,er

-e*!u$e ", *o$,$ ; *en,$ ore )er *!n6$o ", u$, -e -e,,erQ

Bu, 'our d!ug4,er ne&er $!# or ,ou*4ed ,4e *!n. So #4o

d"d 'ou re!%%' -u' ,4e )!r,"*u%!r -r!nd +or S")%' )u,/ 'ou

+ee% -e,,er +or 4!&"ng go,,en 'our *4"%d ,4e -e$, -r!nd

!&!"%!-%e !nd +or $ee"ng 'our$e%+ !$ )ro&"d"ng #4!,J$ -e$, +or

'our *4"%d. W4"%e -r!nd !n$#er$ ,4e 9ue$,"on W4o ! I

?;


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+ro ,4e $,!nd)o"n, o+ ,4e *on$uer/ )o$","on"ng !n$#er$

,4e 9ue$,"on W4' ! I I, "$ 'our !gen*'J$ re!$on +or

-e"ng. T4"n !-ou, )o$","on"ng !$ ,4e rung o+ ! %!dder ,4!,

'our !gen*' o**u)"e$. I, "$ ,4e )er$)e*,"&e +ro #4"*4 'our

,!rge, !ud"en*e )er*e"&e$ 'our -r!nd. A$ 'our$e%+ #4!,

'our !gen*' "$ no#n +or. =ou *!n -eg"n ,4e !n$#er -'

$!'"ng/ We !re ,4e %e!d"ng T4e -e,,er 'ou de+"ne #4'

'ou e("$,/ ,4e -e,,er 'ou #"%% -e !-%e ,o "n+%uen*e 'our ,!rge,

!ud"en*e.

I, "$ ")o$$"-%e ,o de&e%o) ! -r!nd )o$","on "n ! &!*uu.

=ou !re "n -u$"ne$$ !%ong #",4 un,o%d nu-er$ o+ o,4er

-u$"ne$$e$/ $oe o+ ,4e *o)e,",or$. In de+"n"ng !nd

)o$","on"ng 'our -r!nd/ 'ou need ,o %oo !, ,4e "n$ur!n*e

)rodu*, or $er&"*e 'ou !re )ro&"d"ng !nd "den,"+' ,4e

-ene+",$ ,o ,4e u$er "n ,4e *on,e(, o+ !%% o,4er$ #4o o++er ,4e

$!e !rr!' o+ )rodu*,$ !nd $er&"*e$. Loo *%o$e%' !, ,4e

)$'*4o%og"*!% !$ #e%% !$ ,4e ,!ng"-%e -ene+",$ 'ou )ro&"de.

T4en $,!nd "n 'our *u$,oer$J $4oe$ !nd !$ o+ 'our

-u$"ne$$/ W4o ! I O+,en ,4e !n$#er )ro&"de$ *%e!r

"n$"g4, ,o !n$#er"ng ,4e +ur,4er 9ue$,"on W4' ! I

For e(!)%e/ "+ 'ou !n$#er W4o ! I #",4 I ! !

)rodu*,$ %"!-"%",' !gen, "n ,4"$ *",'. T4en ,4e !n$#er ,o

W4' ! I !' #e%% -e I ! ,4e %e!d"ng )ro&"der o+

)rodu*,$ %"!-"%",' *o&er!ge !nd $er&"*e "n ,4"$ *",'. T4"$

$4ou%d -eg"n ,o d"++eren,"!,e 'our -u$"ne$$ +ro ,4e *ro#d.

??


78/180

Su**e$$+u% )o$","on"ng re9u"re$ ! )re*"$e no#%edge o+ 'our

,!rge, !ud"en*e. =ou #"%% need ,o no# !nd under$,!nd #4!,

)ur*4!$"ng *4!r!*,er"$,"*$ -e$, de+"ne 'our *u$,oer$. For !

!re, )o$","on ,o -e e++e*,"&e/ ", u$, -e -o,4 re%e&!n, ,o

,4e ,!rge, !ud"en*e !nd d"++eren,"!,e 'ou +ro 'our

*o)e,","on.

T4"$ e!n$ 'ou u$, +u%%' under$,!nd ,4e W4o ! I

!n$#er !$ ", )er,!"n$ ,o 'our *o)e,","on !$ #e%% !$ 'our

o#n !gen*'. =ou u$, ge, "n$"de ,4e "nd o+ 'our

*u$,oer$ ,o $ee #4!, ,4e' "g4, +"nd !))e!%"ng !-ou, ,4e

-r!nd$ 'our *o)e,",or$ o++er. W4!, need$ do 'our

*u$,oer$ 4!&e ,4!, 'our *o)e,",or$J -r!nd )ro"$e$ ,o

ee, -e,,er ,4!n 'our -r!nd doe$

F"n!%%' )u, "n )%!*e ! $'$,e +or ee)"ng ,!-$ on 4o# 'our

*u$,oer$ !re )er*e"&"ng 'our -u$"ne$$/ !nd ",$ )rodu*,$

!nd $er&"*e$. T4"$ *ou%d -e !$ $")%e !$ ! no,e6ee)"ng

)ro*edure done &"! one or ,#o 9u"* 9ue$,"on$ !$ed dur"ng

! *u$,oer eng!geen, or !$ *o)%e( !$ ! +or!%

$ur&e'"ng "n$,ruen, !d"n"$,ered -' ! ,4"rd )!r,' )ro&"der.

In !n' e&en, $oe $or, o+ on",or"ng "$ ne*e$$!r' +or

no#"ng #4ere 'ou $,!nd "n ,4e !re,)%!*e.

B"t S(%es .ome Fi'st Ri+!t

W4"%e )u,,"ng 'our -r!nd ,o #or "n ,4e !re,)%!*e "$ &",!%

+or $u**e$$/ ne&er,4e%e$$/ #e #or "n !n "ndu$,r' ,4!, "$

$!%e$6!nd *o"$$"on6+o*u$ed. W4"%e ,4!, "$ no, ! -!d

,4"ng/ ", *!n +or*e !re,"ng e++or,$ ,o +!%% "n,o ! ,r!) o+

?


79/180

$4or,6,er ,4"n"ng. Too u*4 +o*u$ on $!%e$ !' )ro&"de !

)rodu*, #",4 ,4e +ue% ,o $,!' !%"&e +or ! d!'/ -u, -r!nd

e9u",'/ ,4e re$u%, o+ *!re+u% !nd )er$"$,en, !re,

)o$","on"ng6-u"%, u) o&er ,"e/ "$ ,4e eng"ne ,4!, #"%% ee)

'our -r!nd !nd 'our -u$"ne$$ !%"&e6!nd )ro+",!-%e6+or !

%"+e,"e !nd -e'ond.

A$ ! *o)ro"$e/ "n*or)or!,e ! $!%e$ )roo,"on !$ )!r, o+

'our !re,"ng $,r!,eg'. O++er !n e(,r! )o"n, *o"$$"on

dur"ng ! *er,!"n ,"e )er"od. T4"$ ge,$ 'our )rodu*er$ !nd

$u))or, $,!++ e(*",ed/ !e$ "n*re!$"ng $!%e$ e!$"er g"&en

,4e !,o$)4ere o+ en,4u$"!$/ !nd/ u%,"!,e%'/ ", #"%% -u"%d

'our -u$"ne$$.

No d"$*u$$"on o+ -r!nd )o$","on"ng #ou%d -e *o)%e,e

#",4ou, ! #ord on ,4e "$$ue o+ *o6-r!nd"ng #",4 ! *!rr"er.

M!n' !gen,$ ,4"n o+ *o6-r!nd"ng !$ *oo)er!,"&e !re,"ng.

No,4"ng *ou%d -e +ur,4er +ro ,4e ,ru,4. Co6-r!nd"ng

"n&o%&e$ ,#o or ore -r!nd$ #",4 $""%!r !,,r"-u,e$ ,4!, u$e

,4o$e $""%!r","e$ ,o re"n+or*e ,4e )r"!r' -ene+", o+ e!*4.

In *on,r!$,/ !gen*"e$ 4!&e -een de)enden, on *o6o) do%%!r$

,o 4e%) e(,end ,4e"r e$$!ge$. No, ! -!d ,4"ng/ -u,

"ne&",!-%'/ ,4e *!rr"erJ$ %ogo or -r!nd o&er$4!do#$ ,4!, o+

,4e !gen*'. In $4or,/ *oo)er!,"&e !re,"ng *ou%d #e%% -e

,4e de!,4 ne%% o+ "n$ur!n*e !gen*' -r!nd"ng.

What is your current position?

?


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What does the "space" look like what are the most

important dimensions in the category?

What are the other products in that space and where are

they?

What are the gaps, unfilled positions or "holes" in the

category?

Which dimensions are most important? How do these attitudes differ by market segment?

What position do you want to have?

Soe o+ ,4e )o$","on"ng o))or,un","e$ +or ! )rodu*,

"n*%udeH

Finding an unmet consumer need or at least one

thats not being adequately met now by competition

dentifying a product strength that is both unique !

important

etermining how to correct a product weakness and

thereby enhance a products appeal# $e#g#, legitimate

"new ! impro%ed"&

'hanging consumer usage patterns to include different

or additional uses for the product


81/180

dentifying market segments, which represent the best

targets for a product

ow do you create a new positionin!?

Cre!,"ng ! ne# )o$","on"ng *!n *oe +ro ,#o $our*e$H

P4'$"*!% )rodu*, d"++eren*e$ Coun"*!,"on$ H +"nd"ng !

eor!-%e !nd e!n"ng+u% #!' ,o de$*r"-e ,4e )rodu*,

e.g./ *!%%"ng ?6


82/180

Curren, under$,!nd"ng o+ 4o# )eo)%e re)re$en, "n+or!,"on

"n eor' )ro&"de$ ! $,!r,"ng )o"n, +or de&e%o)"ng !

*o)e,","on6-!$ed )o$","on"ng $,r!,eg'. One #!'

"n+or!,"on !-ou, ! -r!nd "$ $,ored "n %ong6,er eor' "$

"n ,er$ o+ n!,ur!% *!,egor"e$. T4u$/ "n+or!,"on !-ou, Bud

L"g4, "$ $,ored "n eor' !$ !n "n$,!n*e o+ ,4e $u-*!,egor'

%"g4, -eer. In ,urn/ %"g4, -eer "$ !n "n$,!n*e o+ ,4e *!,egor'

-eer #4"*4 "$ !n "n$,!n*e o+ ,4e $u)erord"n!,e *!,egor'

!%*o4o%"* -e&er!ge. A$ "$ re)re$en,ed $*4e!,"*!%%' -e%o#/,4e o-e*,$ Bud L"g4,/ %"g4, -eer/ !nd !%*o4o%"* -e&er!ge !re

node$ "n eor' ,4!, !re re%!,ed ,o e!*4 o,4er

4"er!r*4"*!%%' -' !$$o*"!,"&e -ond$. T4e -ond$ ")%' ,4!, ,4e

o-e*, %o#er "n ,4e 4"er!r*4' Bud "$ !n "n$,!n*e o+ ,4e

o-e*, ,4!, "$ 4"g4er "n ,4e 4"er!r*4' %"g4, -eer.

Hie'('c!ic(% O'+()i(tio) o N(t"'(% .(te+o'ies

I, $4ou%d -e

re*ogn"5ed ,4!, ,4ere

*ou%d -e ore ,4!n

+our %e&e%$ !nd ,4!,

,4e$e "g4, -e #or,4

!$$e$$"ng. For

e(!)%e/ #e *ou%d

!dd ! +"+,4 %e&e% ,o

,4e 4"er!r*4' under

Bud L"g4, ,4!,

2


83/180

"nd"*!,ed #4e,4er ,4e -r!nd +or #!$ -o,,%e or dr!+,. In

o$, *!$e$/ 4o#e&er/ on%' ,#o %e&e%$ o+ ,4e 4"er!r*4'/ ,4e

-r!nd !nd ,4e *!,egor' "n #4"*4 ", 4!$ e-er$4") or

+r!e o+ re+eren*e Bud !nd %"g4, -eer #"%% $u++"*e +or

!n!%',"* )ur)o$e$.

A, e!*4 %e&e% "n ,4e 4"er!r*4'/ !n o-e*, "g4, -e

!$$o*"!,ed #",4 !,,r"-u,e$/ )eo)%e/ !nd o**!$"on$.

A,,r"-u,e$ !re )4'$"*!% *4!r!*,er"$,"*$ o+ ! )rodu*, $u*4

!$ ",$ *o%or/ $"5e/ !nd +%!&or. Peo)%e !nd o**!$"on$

,oge,4er !re reg!rded !$ "!ge. Mo$, !d&er,"$"ng "$

$oe *o-"n!,"on o+ !,,r"-u,e$ !nd "!ge/ ,4oug4 +or

$oe *!,egor"e$ ,4e !d&er,"$"ng "$ )redo"n!n,%'

!,,r"-u,e -!$ed *o)u,er$/ #4ere!$ +or o,4er

*!,egor"e$ !d&er,"$"ng "$ )redo"n!n,%' "!ge -!$ed

+r!gr!n*e$.

A,,r"-u,e$ !nd "!ge ")%' $oe -ene+",. A -ene+", "$ !n

!-$,r!*, *on*e), $u*4 !$ *on&en"en*e/ )%e!$ure/ or +un.

T4e r!,"on!%e +or ! -ene+", "$ ,4e +!*, ,4!, ", 4!$ $oe

!,,r"-u,e$/ !ndGor ,4!, *er,!"n )eo)%e u$e ", on

)!r,"*u%!r o**!$"on$. In ,4e Bud L"g4, e(!)%e/ ,4e

!,,r"-u,e$ "g4, -e ,4e -r!ndJ$ *!r-on!,"on/ ,4e )eo)%e

"g4, -e 'oung !du%,$ !nd ,4e o**!$"on$ "g4, -e !+,er

#or.

In $oe "n$,!n*e$/ ,4e -ene+", "$ $u))or,ed -' !n

"rre%e&!n, !,,r"-u,e !$ ! e!n$ o+ )er$u!$"on. For

e(!)%e/ N!,ur!% S"% S4!)oo *%!"$ ,4!, ", )u,$ $"%

3


84/180

"n e&er' -o,,%e. T4"$ !,,r"-u,e "$ "rre%e&!n, ,o ,4e

$"%"ne$$ o+ 4!"r. Irre%e&!n, !,,r"-u,e$ !re )er$u!$"&e

-e*!u$e ,4e' $ugge$, ,4!, ,4ere "$ ! re!$on ,o -e%"e&e

,4e -ene+",. C!r)en,er/ 0%!5er !nd N!!o,o, (ournal

of )arketing *esearch/ Augu$,/ 17.

A de-!,e $oe,"e$ !r"$e$ !-ou, #4e,4er ! )rodu*,

+e!,ure "$ !n !,,r"-u,e or ! -ene+",. For e(!)%e/ ,!$,e

"g4, -e *on$"dered !n !,,r"-u,e ,4!, !++e*,$ ,4e -ene+",

eno'en,. Or/ ,!$,e "g4, -e &"e#ed !$ ! -ene+",/

#4ere ",$ !,,r"-u,e$ !re ,4e !oun, o+ $#ee,ener !nd

,4e !oun, o+ *!r-on!,"on. Fro ! $,r!,eg"*

)er$)e*,"&e/ ,4e ")or,!n, ,!$ "$ ,o !$$e$$ ,4e

!n,e*eden,$ !nd *on$e9uen*e$ o+ ! +e!,ure !nd ,o

de*"de #4e,4er ,4e !n,e*eden,/ +e!,ure or *on$e9uen*e

or $oe *o-"n!,"on o+ ,4e$e *4!r!*,er"$,"*$ $4ou%d

-e 4"g4%"g4,ed. I, !,,er$ %e$$ #4e,4er ,4e +e!,ure "$

,ered !n !,,r"-u,e or ! -ene+",.

.(te+o'# Membe's!i/

For 4"g4%' e$,!-%"$4ed )rodu*,$ !nd $er&"*e$/ *!,egor'

e-er$4") "$ no, ! +o*!% "$$ue. Con$uer$ no# ,4!,

Co*!6Co%! "$ ! %e!d"ng -r!nd o+ $o+, dr"n !nd ,4!,

Ke%%oggJ$ Corn F%!e$ "$ ! %e!d"ng -r!nd o+ *ere!%.

C!,egor' e-er$4") +or %e!d"ng -u$"ne$$6,o6-u$"ne$$

-r!nd$ "$ !%$o o-&"ou$ ,o ,4e )ur*4!$er. 8o#e&er/ ,4ere

!re !n' $",u!,"on$ #4ere ", "$ ")or,!n, ,o "n+or

*on$uer$ o+ ! -r!ndJ$ *!,egor' e-er$4"). Per4!)$

7


85/180

,4e o$, o-&"ou$ $",u!,"on "$ ,4e "n,rodu*,"on o+ ne#

)rodu*,$/ #4ere ,4e *!,egor' e-er$4") "$ no,

!))!ren,. W4en !%%6n!,ur!% *ere!%$ #ere "n,rodu*ed/ ,4e

"$$ue #!$ #4e,4er ,o )o$","on ,4e !$ 4e!%,4' *ere!%$

,4!, ,!$,ed -e,,er ,4!n o,4er *ere!%$ "n ,4e 4e!%,4'

*!,egor' or gre!, ,!$,"ng *ere!%$ ,4!, #ere $u)er"or ,o

o,4er$ "n ,4e *!,egor' -e*!u$e ,4e' #ere !%%6n!,ur!%.

T4ere !re !%$o $",u!,"on$ #4ere *on$uer$ no# !

-r!ndJ$ *!,egor' e-er$4"). Bu, -e*!u$e *on$uer$

!' no, -e *on&"n*ed ,4!, ,4e -r!nd "$ ! good e-er

o+ ,4e *!,egor'/ !d&er,"$"ng ,4!, !nnoun*e$ *!,egor'

e-er$4") "$ #!rr!n,ed. For e(!)%e/ *on$uer$ !'

-e !#!re ,4!, De%% )rodu*e$ *o)u,er$. Bu, ,4e' !'

no, -e *er,!"n #4e,4er De%% *o)u,er$ !re "n ! *%!$$

#",4 $!' IBM or Co)!9. In ,4"$ "n$,!n*e/ ", "g4, -e

u$e+u% ,o re"n+or*e *!,egor' e-er$4").

T4ere !re ! &!r"e,' o+ #!'$ ,o *on&e' ! -r!ndJ$

*!,egor' e-er$4"). Bene+",$ !re +re9uen,%' u$ed ,o

!nnoun*e *!,egor' e-er$4"). T4"$ "$ done ,o en$ure

*on$uer$ ,4!, ! -r!nd #"%% de%"&er on ,4e +und!en,!%

re!$on +or u$"ng ! *!,egor'. T4u$/ "ndu$,r"!% o,or$

"g4, *%!" ,o 4!&e )o#er/ !nd !n!%ge$"*$ "g4,

!nnoun*e ,4e"r e++"*!*'. T4e$e -ene+",$ !re no,

)re$en,ed "n ! !nner ,4!, ")%' -r!nd $u)er"or",'/ -u,

ere%' ,4!, ,4e -r!nd$ )o$$e$$ ,4e$e )ro)er,"e$.

Bene+",$ ,4!, ")%' *!,egor' e-er$4") !re *oon

:


86/180

,o o$,/ "+ no, !%% -r!nd$/ !nd ,4u$ ,4e' !re $oe,"e$

re+erred ,o !$ )o"n,$ o+ )!r",'.

A,,r"-u,e$ !nd "!ge *!n -e u$ed ,o )ro&"de r!,"on!%e$

,4!, g"&e e$$!ge re*")"en,$ )er"$$"on ,o -e%"e&e ,4!,

! -r!nd 4!$ ,4e -ene+", ,4!, ")%"e$ e-er$4") "n !

*!,egor'. A *!e "( "g4, !,,!"n e-er$4") "n ,4e

*!e *!,egor' -' *%!""ng ,4e -ene+", o+ gre!, ,!$,e !nd

$u))or, ,4"$ -ene+", *%!" -' "den,"+'"ng !,,r"-u,e$ "n

,4e +or o+ ,4e 4"g4 9u!%",' "ngred"en,$ ,4!, !re

"n*%uded "n ,4e )rodu*, !,,r"-u,e$ or -' $4o#"ng u$er$

de%"g4,"ng "n ",$ *on$u),"on "!ge.

A,,r"-u,e$ !nd "!ge "g4, !%$o -e u$ed "n ,4e"r o#n

r"g4, ,o *%!" e-er$4"). An e%e*,ron"* de&"*e "g4,

-e )o$","oned !$ ! *o)u,er -' e)4!$"5"ng ,4!, ", 4!$

eor'/ ! on",or/ ! e'-o!rd/ !nd *!n -e u$ed +or

e%e*,ron"* !"%. A%,ern!,"&e%'/ de$*r"-"ng ,4e )eo)%e #4o

u$e ,4e e%e*,ron"* de&"*e !nd ,4e re%e&!n, o**!$"on$ o+

u$e "n+or$ ,4e *on$uer !-ou, ,4e -r!nd$ !g!"n$,

#4"*4 !n !d&er,"$ed )rodu*, "$ "n,ended ,o *o)e,e. In

-eer !d&er,"$"ng/ &!r'"ng ,4e !ge o+ ,4e dr"ner !nd ,4e

)%!*e "n #4"*4 *on$u),"on o**ur$ "n+%uen*e$ #4e,4er

,4e -r!nd "$ &"e#ed !$ *o)e,"ng "n ,4e $u)er6

)re"u/ )re"u/ or )r"*e *!,egor'. W4en "!ge "$

u$ed ,o *re!,e e-er$4")/ ! -r!nd !,,r"-u,e "$ o+,en

u$ed ,o *re!,e ! )o"n, o+ d"++eren*e. T4u$/ ?


87/180

*o%or%e$$ "n !))e!r!n*e !nd ", 4!$ ! ,!r, ,!$,e/ -o,4 o+

#4"*4 ")%' ,4e -ene+", $u)er"or ,4"r$, 9uen*4"ng.

E(e)%!r$ !re !%$o u$ed ,o $)e*"+' ! -r!ndJ$ *!,egor'

e-er$4"). Su-!ru !d&er,"$"ng *o)!red ,4e -r!nd ,o

@o%&o/ no, -e*!u$e ,4e' *o)e,e +or ,4e $!e

*u$,oer$/ -u, -e*!u$e ,4"$ !))ro!*4 re)re$en,$ !n

e++"*"en, #!' ,o $!' ,4!, Su-!ru "$ ! e-er o+ ,4e $!+e

*!r *!,egor'. S""%!r%'/ W4e!,"e$ "n,rodu*ed ! )re6

$#ee, *ere!% -' ,e%%"ng *on$uer$ ,4!, "+ ,4e' %"ed

Fro$,ed F%!e$/ ,4e' $4ou%d ,r' W4e!,"e$ 8one' 0o%d.

T4e "de! #!$ no, ,o *o)e,e #",4 Fro$,ed F%!e$/ -u, ,o

,e%% *on$uer$ "n !n e++"*"en, #!' ,4!, W4e!,"e$ 8one'

0o%d "$ ! e-er o+ ,4e !du%, )re6$#ee, *ere!%

*!,egor'. And #4en To' 8"%+"ger #!$ !n unno#n

de$"gner/ !d&er,"$"ng !nnoun*ed 4"$ e-er$4") !$ !

gre!, Aer"*!n de$"gner -' !$$o*"!,"ng 4" #",4

0eo++re' Beene/ S,!n%e' B%!*er/ C!%&"n K%e"n !nd Perr'

E%%"$.

T4e )re+erred !))ro!*4 ,o )o$","on"ng "$ ,o "n+or

*on$uer$ o+ ! -r!ndJ$ e-er$4") -e+ore $,!,"ng ",$

)o"n, o+ d"++eren*e "n re%!,"on ,o o,4er *!,egor'

e-er$. Pre$u!-%'/ *on$uer$ need ,o no# #4!, !

)rodu*, "$ !nd #4!, +un*,"on ", $er&e$ -e+ore ,4e' *!n

!$$e$$ #4e,4er ", do"n!,e$ ,4e -r!nd$ !g!"n$, #4"*4 ",

*o)e,e$. For ne# )rodu*,$/ $e)!r!,e *!)!"gn$ !re

gener!%%' needed ,o "n+or *on$uer$ o+ e-er$4")

!nd ,o edu*!,e ,4e !-ou, ! -r!ndJ$ )o"n, o+

?


88/180

d"++eren*e. For -r!nd$ #",4 %"",ed re$our*e$/ ,4"$

")%"e$ ,4e de&e%o)en, o+ ! *!)!"gn ,4!, e$,!-%"$4e$

*!,egor' e-er$4") )r"or ,o one ,4!, $,!,e$ ! )o"n, o+

d"++eren*e. Br!nd$ #",4 gre!,er re$our*e$ *!n de&e%o)

*on*urren, *!)!"gn$ #4ere one +e!,ure$ e-er$4")

!nd ,4e o,4er ,4e )o"n, o+ d"++eren*e. W4!, ,')"*!%%'

doe$ no, #or +or ne# -r!nd$ "$ !n e++or, ,o "n+or

*on$uer$ o+ e-er$4") !nd )o"n, o+ d"++eren*e "n ,4e

$!e *!)!"gn.

Poi)ts o Die'e)ce

A $ound )o$","on"ng $,r!,eg' re9u"re$ ,4e $)e*"+"*!,"on

no, on%' o+ ,4e *!,egor' "n #4"*4 ! -r!nd 4o%d$

e-er$4")/ -u, !%$o 4o# ! -r!nd do"n!,e$ o,4er

e-er$ o+ ",$ *!,egor'. A $,!r,"ng )o"n, "n de&e%o)"ng

! )o"n, o+ d"++eren*e "$ ,o e(!"ne )rodu*, +e!,ure$

-ro!d%' *on$,rued ,o "n*%ude ,4e &!r"ou$ e%een,$ o+

,4e !re,"ng "( ,4!, "g4, d"$,"ngu"$4 ! -r!nd +ro

",$ *o)e,",or$.

"ene#it $election, To "den,"+' )o,en,"!% -ene+",$ ,4!,

"g4, $er&e !$ )o"n,$ o+ d"++eren*e/ ", "$ u$e+u% ,o

"den,"+' !**e),ed *on$uer -e%"e+$. W4!, !re

*on$uer$J -e%"e+$ !-ou, ,4e *!,egor' ,4!, "g4, -e

u$ed ,o )roo,e ! -ene+", For e(!)%e/ ,4e +!%$e

-e%"e+ ,4!, 4one' "$ nu,r","on!%%' $u)er"or ,o $ug!r %ed

0ener!% M"%%$ ,o )rodu*e 8one' Nu, C4eer"o$. W4en !

-r!nd *!nno, do"n!,e *o)e,",or$ on ! +!*,or ,4!,


89/180

re+%e*,$ !n !**e),ed *on$uer -e%"e+/ !n e++or, "$ !de

,o ,e!*4 *on$uer$ -e%"e+$ ,4!, ")%' ,4e -r!ndJ$

-ene+",. I%%u$,r!,"&e o+ $u*4 !re, dr"&"ng $,r!,eg' "$

,4e *!)!"gn -' L"$,er"ne ,4!, *on&"n*ed *on$uer$

,4!, ",$ -!d ,!$,e #!$ #4!, !de ", e++e*,"&e.

T4e $,ronge$, )o$","on$ !re one$ "n #4"*4 ! -r!nd 4!$ !

*%e!r )o"n, o+ d"++eren*e on ! -ene+", ,4!, )ro),$

*!,egor' u$e. L!rge -r!nd$ !re gener!%%' )roo,ed

u$"ng ,4e$e -ene+",$. T4u$/ !d&er,"$"ng +or T"de

de,ergen, $,re$$e$ $u)er"or *%e!n"ng )o#er !nd

M"*ro$o+, *%!"$ ,4e o$, !d&!n*ed $o+,#!re. C!,egor'

%e!der$ o+,en +o%%o# ,4"$ $,r!,eg' e&en #4en ,4e' do no,

4!&e $u)er"or",' "n re%!,"on ,o *o)e,","on. T4e' u$e

,4e"r $u)er"or !d -udge, ,o ou,$4ou, *o)e,","on !nd

,4u$ *%!" ,4e -ene+", ,4!, dr"&e$ ,4e *!,egor' +or

,4e$e%&e$.

S!%%er -r!nd$ ,')"*!%%' !,,e), ,o e$,!-%"$4 ! n"*4e !$

,4e"r )o"n, o+ d"++eren*e. T4"$ "$ !*4"e&ed -' u$"ng ,4e

*!,egor' -ene+", ,o e$,!-%"$4 *!,egor' e-er$4") !nd

-' $e%e*,"ng $oe -ene+", o,4er ,4!n ,4e +o*!% one +or

,4e *!,egor' ,o e$,!-%"$4 -r!nd do"n!n*e. IBM

)re$en,$ ",$ *u,,"ng6edge ,e*4no%og' !$ ",$ )o"n, o+

d"++eren*e/ #4ere!$ W"nBoo )o$","on$ ",$ -r!nd !$ !

,e*4no%og"*!%%' !d&!n*ed )rodu*, !, ! %o# )r"*e. For

!n' 'e!r$/ "+ #!$ )o$","oned !$ ,4e -e$,6,!$,"ng

)e!nu, -u,,er/ #4ere!$ S"))' #!$ )o$","oned !$ ,4e

gre!,6,!$,"ng -r!nd #",4 ,4e gre!,e$, nu,r","on!% &!%ue.


90/180

Nu%er o# "ene#its,In de&e%o)"ng ! -r!nd )o$","on/ ",

"$ ")or,!n, ,o %"", ,4e nu-er o+ -ene+",$ ,4!, !re

)re$en,ed/ )!r,"*u%!r%' #4en -ro!d*!$, ed"! !re u$ed

,o ,r!n$", ,4e e$$!ge. Con&e'"ng ! -ene+", o+,en

re9u"re$ !n e%!-or!,e deon$,r!,"on ,4!, no, on%'

de)"*,$ ,4e -ene+", -u, !%$o )ro&"de$ *on$uer$ !

re!$on ,o -e%"e&e ,4e -ene+",. T4"$ re!$on ,o -e%"e&e

u$u!%%' ,!e$ ,4e +or o+ ! )4'$"*!% *4!r!*,er"$,"*.

T4u$/ ,4e !oun, o+ "n+or!,"on re9u"red ,o *on&"n*e)eo)%e o+ ,4e -ene+", gener!%%' )re*%ude$ "den,"+'"ng

ore ,4!n ! $"ng%e -ene+", "n -ro!d*!$, !d&er,"$"ng. I+ ",

"$ ")or,!n, ,o *on&e' ore ,4!n ! $"ng%e -ene+",/ ,4"$

*!n -e done "n ! )oo% o+ !d$/ e!*4 o+ #4"*4 +e!,ure$ !

$"ng%e -ene+",. A%,ern!,"&e%'/ $e&er!% -ene+",$ *!n -e

*on&e'ed #4en ,4e e$$!ge "$ ,o -e ,r!n$",,ed "n

)r"n,/ -e*!u$e ,4e )ro*e$$"ng o+ ,4"$ "n+or!,"on "$

!ud"en*e6)!*ed.

E&en #4en one -ene+", "$ )re$en,ed ,o re)re$en, !

-r!ndJ$ )o"n, o+ d"++eren*e/ ", "$ o+,en ,4e *!$e ,4!,

u%,")%e -ene+",$ !re de$*r"-ed "n !n !d. T4"$ o**ur$

-e*!u$e one -ene+", "$ "n,rodu*ed ,o $u))or, *!,egor'

e-er$4") !nd !no,4er "$ "n,rodu*ed ,o e$,!-%"$4 !)o"n, o+ d"++eren*e. W4en u%,")%e -ene+",$ !re

)re$en,ed/ *!u,"on "$ needed ,o %"", ,4e %"e%"4ood ,4!,

one -ene+", under"ne$ !no,4er. For e(!)%e/ ", "g4,

-e d"++"*u%, ,o !nnoun*e ,4!, ! -r!nd "$ "ne()en$"&e !nd

!, ,4e $!e ,"e !$$er, ,4!, ", "$ o+ ,4e 4"g4e$, 9u!%",'.

S""%!r%'/ ", "g4, -e "n!))ro)r"!,e ,o *%!" ! )rodu*, "$


91/180

nu,r","on!% !nd good ,!$,"ng/ or "$ )o#er+u% !nd $!+e.

W4en ,4e$e $",u!,"on$ !r"$e/ ", "g4, -e ud"*"ou$ ,o

+o*u$ on on%' one o+ ,4e *on+%"*,"ng -ene+",$.

Nor%ative "ene#its,In $e%e*,"ng ! -ene+",/ !re,er$

u$, !$$e$$ #4e,4er ,4e -ene+", o,"&!,e$ *on$u),"on

or #4e,4er ", "$ ! normati%e-ene+",. Nor!,"&e -ene+",$

!re one$ ,4!, *u$,oer$ $!' !re ")or,!n, -e*!u$e o+

$o*"e,!% $,!nd!rd$ r!,4er ,4!n -e*!u$e ,4e$e -ene+",$

!*,u!%%' "n+%uen*e -e4!&"or. For e(!)%e/ )eo)%e

+re9uen,%' *%!" $!+e,' "$ !n ")or,!n, +!*,or "n ,4e"r

$e%e*,"on o+ *!r$ !nd ,4!, nu,r","on "$ !n ")or,!n,

+!*,or "n ,4e"r $e%e*,"on o+ +ood )rodu*,$. In$)e*,"on o+

,4e"r *on$u),"on *4o"*e$/ 4o#e&er/ o+,en re&e!%$ ,4!,

,4e$e -ene+",$ !re no, ")or,!n, de,er"n!n,$ o+ ,4e

-r!nd$ $e%e*,ed. A))!ren,%'/ *on$uer$ r!,e $!+e,' !nd

nu,r","on 4"g4%' -e*!u$e ", #ou%d -e "n!))ro)r"!,e "n

,4e"r ro%e$ !$ )!ren,$/ 4oe!er$/ or re$)on$"-%e

!du%,$ ,o do o,4er#"$e. I, "$ ")or,!n, ,o no,e ,4!,

#4en nu,r","on/ $!+e,' !nd ,4e %"e !re nor!,"&e

+e!,ure$/ ,4e' !re no, )o#er+u% )o"n,$ o+ d"++eren*e.

I, "$ o+,en d"++"*u%, ,o de,e*, #4e,4er ! +e!,ure "$

nor!,"&e +!*,or or ! de,er"n!n, o+ *on$uer

-e4!&"or. For $oe $egen,/ $!+e,' "g4, -e ! *r","*!%

+!*,or "n ,4e *4o"*e o+ ! *!r/ #4ere!$ +or o,4er$ ", "$

nor!,"&e. One #!' ,o !$$e$$ #4e,4er or no, ! -ene+",

"$ nor!,"&e "$ ,o *ondu*, re$e!r*4 "n #4"*4 *on$uer$

!re !$ed ,o e&oe $)on,!neou$%' ,4e -ene+",$ ,4!, ,4e'

1


92/180

+"nd ")or,!n,. T4e !-$en*e o+ ! +!*,or +ro !

$)on,!neou$%' gener!,ed %"$, ,4!, #!$ e&!%u!,ed !$

")or,!n, #4en *on$uer$ #ere !$ed !-ou, ", d"re*,%'

r!"$e$ ,4e )o$$"-"%",' ,4!, ,4"$ +!*,or "$ nor!,"&e.

A%,ern!,"&e%'/ "+ d"++eren, grou)$ o+ re$)onden,$

e&!%u!,e ! -ene+",J$ ")or,!n*e d"++eren,%'/ ", !' -e

*on$,rued ,4!, $oe,4"ng o,4er ,4!n ! nor!,"&e +!*,or

"$ o)er!,"ng/ ,4oug4 ", "$ )o$$"-%e ,4!, #4!, "$ o**urr"ng

"$ ,4!, one grou) "$ ore nor!,"&e ,4!n !no,4er.

2


93/180

T8EMEANIN0ANDSI0NIFICANCEOFMARKETIN0

STRATE0=

M!re,"ng $,r!,eg' "$ ,4e *o)%e,e !nd "n -e!,!-%e )%!n/

de$"gned $)e*"+"*!%%' +or !,,!"n"ng ,4e !re,"ng

o-e*,"&e$ o+ ,4e +"rG -u$"ne$$ un",. T4e !re,"ng

o-e*,"&e$ "nd"*!,e #4!, ,4e +"r #!n,$ ,o !*4"e&e/ ,4e

!re,"ng $,r!,eg' )ro&"de$ ,4e de$"gn +or !*4"e&"ng

,4e. For e(!)%e "+ ,4e !re,"ng o-e*,"&e$ o+ !

-u$"ne$$ un", $,")u%!,e ,4!, ne(, 'e!r/ ", $4ou%d !*4"e&e !

$!%e$ re&enue o+ R$. 1 *rore !nd ne, )ro+", o+ 1:

)er*en, on $!%e$ re&enue/ ", "$ ,4e o- o+ !re,"ng

$,r!,eg' ,o "nd"*!,e 4o# !nd #4ere+ro ,4"$ $!%e !nd

)ro+", #"%% *oe/ #4"*4 )rodu*, %"ne$G )rodu*,$ -r!nd$ #"%%

!**o)%"$4 ,4"$ ,!$ !nd 4o#.

S)e*"+"e$ ,4e )o$","on ,4e


94/180

On #4!, *o)e,","&e !d&!n,!ge$ #"%% ,4e +"g4, -e

-!$ed

I, "$ ,4e !re,"ng $,r!,eg' ,4!, re!%"5e$ ,4e un",$ "n*oe

!nd )ro+",$ H

I, "$ ,4e !re,"ng $,r!,eg' ,4!, -r"ng$ ,4e

,!rge,ed $!%e$ "n*oe !nd )ro+",$ o+ ! -r!nd

!nd 4en*e o+ ,4e -u$"ne$$ un", G *or)or!,"on

!$ ! #4o%e.

W4"*4 !re ,4e !re,$ geogr!)4"*!%%' !nd

o,4er *4!r!*,er"$,"*$6#"$e/ ", "$ go"ng ,o

*u%,"&!,e ,o !*4"e&e ,4"$ $!%e

W4!, ,')e o+ *u$,oer$ ", #"%% !))ro!*4

A, #4!, )r"*e #"%% ", $e%%

W4!, !re ,4e )rodu*, +e!,ure$ *o%our/

+r!gr!n*e -!$e/ e,*. ,4e -r!nd #"%% 4!&e "$

,4e ongo"ng +oru%!,"on o

8o# !n' &!r"!n,$ #"%% ", !**ood!,e

W4!, "nd o+ )!*!g"ng #"%% ", re$or, ,o

8o# #"%% ", re!*4 ,4e *on$uer

W4!, "nd o+ $4o)$ #"%% $,o* ,4e )rodu*,

8o# #"%% ", -e )roo,ed

7


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)rogr!e ! $,e!d' )ur$u", o+ !u,o!,"on ! *on$,!n,

&"g"% ,o e()%o", %e!rn"ng *ur&e e++e*,$ -!$"* "n&en,or'

)r!*,"*e$ !nd *o)!n' #"de *o",en, ,o *o$,

redu*,"on. W",4ou, o-,!"n"ng ! *o$, %e!der$4") "n ,4e

"ndu$,r' ,4oug4 re$or,"ng ,o $u*4 $,e) e!r%' on ", "$

d"++"*u%, +or ! +"r ,o *o)e,e on ,4e -!$"$ o+ )r"*e.

9, DIFFERENTIATION1 BASEDMARKETIN@STRATE@IES$

T4e d"++eren,"!,"on rou,e ,o $,r!,eg' re&o%&e$ !round

!$)e*,$ o,4er ,4!n )r"*e. I, #or$ on ,4e )r"n*")%e ,4!, !

+"r *!n !e ",$ o++er d"$,"n*,"&e +ro !%% *o)e,"ng

o++er$ !nd #"n ,4roug4 ,4e d"$,"n*,"&ene$$. And ! +"r

!do),"ng $u*4 rou,e *!n )r"*e ",$ )rodu*, on ,4e

)re+erred &!%ue o+ ,4e !,,r"-u,e$ o+ ,4e o++er !nd no,

ne*e$$!r"%' on *o)e,","on )!r",' -!$"$.

T4e "n,ere$,"ng )o"n, "$ ,4!, ,4e o++er *!n -e

d"++eren,"!,ed on !n' o+ ,4e u%,",ude o+ !,,r"-u,e$ ,4!,

nor!%%' +ro )!r, o+ !n' o++er. An' o+ ,4e e&er $o !n'

!*,"&","e$ )er+ored -' ,4e +"r ,!ng"-%e !nd "n,!ng"-%e

*!n !%$o *on$,",u,e ! $our*e o+ d"++eren,"!,"on. T4e

)rodu*, #",4 ",$ "nnuer!-%e +e!,ure$ ,4e $er&"*e !nd ,4e

o,4er +un*,"on$ )er+ored -' ,4e +"r !re !%% )o$$"-%e

$our*e$ o+ d"++eren,"!,"on.

In ,4e !re, )%!*e ,od!' *o)!n"e$ do ,r' ,o !*4"e&e

!re,"ng $u**e$$ ,4roug4 d"++eren,"!,"on o+ !n',4"ng.

T4e' no, on%' d"++eren,"!,e on ,4e un"9ue +e!,ure$ o+ ,4e"r

)rodu*,/ -u, e&en on )%!"n +!*,$ %"e ,4e *o%%!-or!,"on

;


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8, BASI. RESEAR.H$

T4e B!$"* Re$e!r*4 or Fund!en,!% Re$e!r*4 or )urere$e!r*4 !"$ !, e()!nd"ng ,4e de),4 o+ no#%edge !nd

doe$ no, d"re*,%' "n&o%&e "nd"re*, )ro-%e$. I, !ddre$$e$

,o ore +und!en,!% 9ue$,"on$ !nd no, ,o ,4e )ro-%e$

#",4 "ed"!,e *oer*"!% )o,en,"!%. For e(!)%e $,ud'

on CENS


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Degree o+ ")or,!n*e o+ )rodu*, +e!,ure$ on r!,"ng

$*!%e .

OBGE.TI*E$

A$ ,4e #4o%e !*,"&",' #!$ *on*en,r!,ed on ,4e

)!r,"!% +u%+"%%en, o+ ' MBA *our$e !$ #e%% !$ $oe

re!% *on,r"-u,"on +ro e ,o#!rd$ ,4"$ e$,eeed

org!n"5!,"on/ "n ' o)"n"on ,4e o-e*,"&e$ o+ ,4e

$,ud' !re !$ +o%%o#$ H

T4e org!n"5!,"on "n ' &"e# "n ",$ !,,e), ,o re!*4

,o ,4e *4!nne% )!r,ner$ 4!$ g"&en e ,4"$

re$)on$"-"%",'.

A$ ,4e !or *4!nge$ "n *u$,oer $!,"$+!*,"on !re

!++e*,ed o$,%' !, re,!"%er %e&e% ,4e $,ud' #!$ &er'

&",!% %oo"ng !, ,4e &"gorou$ *o)e,","on "n ,4e

+!$, gro#"ng Con$uer good$ "ndu$,r'.

I !$ !n "nd"&"du!% 4!d !**e),ed ,4"$ $,ud' -e*!u$e

o+ ",$ +e!,ure o+ ge,,"ng "n,er!*,ed !, ,4e

gr!$$roo,$ %e&e% o+ -u$"ne$$.

A$ ,4e !re! *4o$en ,4e ,r!d","on!% !re!$ o+ De%4"/ "n

' )o"n, o+ &"e# ", #!$ gener!%%' ,!rge,ed !,

)ene,r!,"ng !nd e()%or"ng ne# !re,$.

I, #!$ ! generou$ !,,e), -' ! *or)or!,e %"e MG$.

SPL L"",ed ,o u)%"+, ,4e $,!nd!rd$ o+ !n!geen,

$,uden,$ ,o -e*oe !#!re o+ ,4e re!% -u$"ne$$

$*en!r"o o+ De%4" !nd ge,,"ng one$e%+ !**%"!,"5ed


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#",4 ,4e #or"ng en&"ronen, one "$ $u))o$ed ,o

*oe !*ro$$ "n ,4e &er' ne!r +u,ure.

DE*ELOPMENTOFRESEAR.HPLAN$

In ,4"$ *on,e(, ,4e +o%%o#"ng !$)e*,$ !re gener!%%' ,!en

"n,o *on$"der!,"on. T4e' !re H

Re$e!r*4 de$"gn ,o !*4"e&e ,4e o-e*,"&e

Me,4od$ o+ d!,! *o%%e*,"on

Me,4od$ o+ !n!%'5"ng ,4e *o%%e*,ed d!,!

RESEAR.HDESI@NH

A re$e!r*4 De$"gn "$ $")%' ,4e +r!e#or or )%!n +or !

$,ud' ,4!, "$ u$ed !$ ! gu"de "n *o%%e*,"on !nd !n!%'5"ng

,4e d!,!. I, "$ ,4e -%ue )r"n, ,4!, "$ +o%%o#ed "n

*o)%e,"ng ! $,ud'.

T4e re$e!r*4 de$"gn $)e*"+"e$ ,4e e,4od$ !nd

)ro*edure$ +or !*9u"r"ng ,4e "n+or!,"on needed. I, "$ ,4e

o&er!%% o)er!,"on!% )!,,ern o+ +r!e#or o+ ,4e )roe*,

,4!, $,")u%!,e$ #4!, "n+or!,"on "$ ,o -e *o%%e*,ed +ro

#4"*4 $our*e$ !nd -' #4!, )ro*edure$. T4e good

re$e!r*4 de$"gn #ou%d *o%%e*, ,4e d!,! e*ono"*!%%'.

T4ere !' no, -e ! $"ng%e $,!nd!rd !nd *orre*, e,4od

o+ re$e!r*4. T4ere !' -e d"++eren, ,')e$ o+ re$e!r*4

de$"gn$ ,o $u", d"++eren, )ur)o$e$ o+ re$e!r*4.

1


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T3PESOFRESEAR.HDESI@N$

O),"on IH

De)end"ng u)on o-e*,"&e$ o+ ,4e re$e!r*4 ,4e !re,"ng

re$e!r*4 *!n -e *%!$$"+"ed !$ E()%or!,or' !nd *on*%u$"&e

Re$e!r*4.

A > E-/%o'(to'# Rese('c! $

Se!r*4 +or $e*ond!r' d!,!

Sur&e' o+ e()er,$ or *on$u%,!n,$ or e()er"en*e

$ur&e'

A *!$e $,ud' !n!%'$"$

B> .o)c%"sive Rese('c! $

Long",ud"n!% S,ud'

Cro$$6$e*,"on!% $,ud'

E()er"en,!% De$"gn

O),"on II

1. E()%or!,or' Re$e!r*4

2. De$*r"),"&e Re$e!r*4

3. C!u$!% Re$e!r*4

8, EPLORATOR3RESEAR.H$

T4e !or e)4!$"$ o+ e()%or!,or' re$e!r*4 "$ on

,4e d"$*o&er' o+ "de!$. M!re,"ng re$e!r*4er$ de&o,e !

$"gn"+"*!n, )or,"on o+ ,4e"r #or on e()%or!,or' $,ud"e$

11


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#4en &er' %",,%e "$ no#n !-ou, ,4e )ro-%e -e"ng

e(!"ned. T4e "de! "$ ,o *%!r"+' *on*e),$ !nd

$u-$e9uen,%' !e ore e(,en$"&e re$e!r*4 on ,4e.

T4e )r"!r' !d&!n,!ge$ o+ e()%or!,or' re$e!r*4 $,ud"e$

!re %o# *o$, !nd %e$$ ,"e re9u"reen,. For e(!)%e !

re$e!r*4er "g4, #"$4 ,o +"nd ou, #4"*4 !%% +!*,or$ G

!,,r"-u,e$ !re u$ed "n ! )ur*4!$e de*"$"on 4o# ,4e

*on$uer$ !re "n+%uen*ed -' ,4e d"++eren, +or$ o+

*oun"*!,"on$ or #4!, "$ ,4e )o$$"-%e e()%!n!,"on o+ !g"&en !re,"ng )4enoenon !nd e$,!-%"$4 )r"or","e$ +or

+u,ure re$e!r*4. T4u$ ,4e )ur)o$e o+ !n e()%or!,or' $,ud'

"$ ,o e(,r!*, ne# "n$"g4, "n,o ,4e )ro-%e. 8ere ,4e

re$e!r*4 $,ud' #"%% need ,o !do), +%e("-"%",' !nd

"ngenu",'. E()%or!,or' $,ud"e$ !' -e *ondu*,ed -'

e!n$ o+ ! $ur&e' o+ no#%edge!-%e )er$on$ !n!%'$"$ o+

+e# *!$e$ !%ong #",4 e(,en$"&e $*!nn"ng o+ $e*ond!r'

d!,!.

9, DES.RIPTI*ERESEAR.H$

De$*r"),"&e $,ud"e$ !,,e), ,o de,er"ne ,4e

+re9uen*' #",4 #4"*4 $oe,4"ng o**ur$ or ,4e

re%!,"on$4") -e,#een ,#o )4enoen! e.g. ,o "den,"+' ,4e

*4!r!*,er"$,"*$ o+ u$er$ o+ *er,!"n )rodu*, ,4e degree ,o#4"*4 )rodu*, *on$u),"on &!r"e$ #",4 d"++eren, ,')e$ o+

u$er$ or ,4e ,')e$ o+ *on$uer$ #4o -u' ,4e )rodu*, on

*red", e,*. In *on,r!$, ,o e()%or!,or' $,ud"e$ de$*r"),"&e

$,ud"e$ !re ore r"g"d.


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4')o,4e$e$. In gener!% !$ ,4e d!,! o-,!"ned -'

de$*r"),"&e re$e!r*4 "$ )u, ,o !n' $,!,"$,"*!% !n!%'$e$/ ",

"$ e$$en,"!% ,o de,er"ne ,4e %"$, o+ &!r"!-%e$ ,o -e

"n&e$,"g!,ed !nd $,!,e 4o# ,4e$e &!r"!-%e !re ,o -e

e!$ured. 8ere e)4!$"$ #ou%d -e on o-,!"n"ng ,4e

re%!,"&e +re9uen*' o+ o**urren*e o+ ,4e g"&en

)4enoenon !nd ,e$, ,4e 4')o,4e$"$ "+ !n' #",4 ,4e 4e%)

o+ ,4e $!)%e d!,!.

:, .A


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FA.TORIALDESI@NS$

In !%% ,4e !-o&e e()er"en,!% de$"gn$ #e 4!&e *on$"dered

on%' ! $"ng%e e()er"en,!% &!r"!-%e. F!*,or"!% de$"gn$

*on,!"n ! 4o$, o+ de$"gn$ #4ere ,4e e()er"en, *!n ,e$,

")!*, o+ ,#o or ore &!r"!-%e$ !, ,4e $!e ,"e !nd

e(!"ne "nd"&"du!% e++e*, o+ e!*4 &!r"!-%e !$ #e%% !$ ,4e

"n,er!*,"on e++e*,$ o+ ,#o or ore &!r"!-%e$. S,!,"$,"*!%

,e$,"ng o+ d!,! -' &!r"ou$ +!*,or"!% de$"gn$ "$ )o)u%!r%'

no#n !$ !n!%'$"$ o+ &!r"!n*e

T3PE OF EPERIMENTAL DESI@N AND SIT


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3. Be+ore A+,er #",4 *on,ro% 0rou)H In ,4e e()er"en,

de$*r"-ed e!r%"er ,4ere *ou%d -e *on$uer$ ,o #4o

,4e $!%e$ !n doe$ no, de%"-er!,e%' )u$4 ! )!r,"*u%!r

-r!nd. T4"$ #ou%d *on$,",u,e ,4e *on,ro% grou). T4e

d"++eren*e$ -e,#een ,4e )ur*4!$e -e4!&"or o+ ,4e

*on,ro% grou) !nd ,4!, o+ ,4e e()er"en,!% grou)

#ou%d "nd"*!,e #4e,4er un*on,ro%%!-%e &!r"!-%e$ 4!d

*!u$ed ,4e *4!nge "n -e4!&"or.

7. Four 0rou) S"( S,ud' De$"gn H T4e e()er"en,$ o+

+our grou)$ $"( $,ud' de$"gn$ !re d"++"*u%, ,o $e, u)

!nd d"++"*u%, ,o "n,er)re, !nd 4!&e %",,%e )r!*,"*!%

!))%"*!,"on !%,4oug4 ,4e' !re ,4e "de!%.

:. A+,er on%' #",4 Con,ro% grou) H T4e e()er"en,!%

grou) !' -e $en, *er,!"n )r"&"%eged d"$*oun,

*ou)on$ +or ! $!%e #4ere!$ ,4e *on,ro% grou) "$ no,.

T4e re$u%, o+ ,4e $!%e #ou%d "nd"*!,e #4e,4er ,4e

d"$*oun, *ou)on$ !re "ndeed u$e+u% "n "n*re!$"ng ,4e

)r"*e.

;. T4e L!,"n S9u!re de$"gnH Su))o$e ,4e o#ner o+

+r!n*4"$ed ou,%e,$ $!' Pe)$" #ou%d %"e ,o no#

#4e,4er ,4ere "$ ! d"++eren*e "n $!%e$ o**urr"ng on

!**oun, o+ d"++eren*e "n ,4e d"$)%!'$ u$ed "n &!r"ou$

%o*!,"on. L!,"n S9u!re De$"gn$ !re e(,en$"&e%' u$ed

,o e$,!-%"$4 *!u$e e++e*, re%!,"on$4")$ "n !re,"ng

$",u!,"on$.

1:


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1;


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SALESPROMOTION

Objectives o S(%es P'omotio)$

S!%e$ )roo,"on !*,"&","e$ !re !"n%' "n,ended ,o

$u))%een, )er$on!% $e%%"ng !d&er,"$"ng !nd ,o "n*re!$e

,4e $!%e o+ ,4e )rodu*,. S!%e$ )roo,"on !*,"&","e$ 4e%)

,4e ,r!der !nd ,4e $!%e$ +or*e ,o re)re$en, ,4e )rodu*, ,o

,4e *on$uer$ e++e*,"&e%' !nd "ndu*e ,4e ,o -u'. T4e

!"n o-e*,"&e$ o+ $!%e$ )roo,"on !re !$ +o%%o#$H

1. To !,,r!*, *u$,oer.

2. To $,"u%!,e ,4e de!nd -' )o)u%!r"5"ng ,4e

)rodu*,$.

3. To +!*e *o)e,","on e++e*,"&e%'

7. To ee) ,4e eor' o+ ,4e )rodu*, !%"&e "n ,4e

"nd$ o+ ,4e *on$uer$.

:. To $u))%een, )er$on!% $e%%"ng !nd !d&er,"$"ng.

;. T

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