Know-How Exchange : Strategy

hi debasis

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

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

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

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

IMHO the following can be done to launch your product.

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

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

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

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

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

hope this helps.

cheers!!