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    Century Plywood Case

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    vinaytoshchoudhary
    CenturyPly developed a power brand in the commoditized plywood market through various strategies. It conducted market research that found plywood had no brand image. It then differentiated its brand through innovative product design and branding, continuously launching premium value-added products. CenturyPly promoted its brand through film associations, creative product catalogs, and an integrated distribution channel reflecting its brand philosophy.

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    Century Plywood Case

    Uploaded by

    vinaytoshchoudhary
    49 views44 pages
    CenturyPly developed a power brand in the commoditized plywood market through various strategies. It conducted market research that found plywood had no brand image. It then differentiated its brand through innovative product design and branding, continuously launching premium value-added products. CenturyPly promoted its brand through film associations, creative product catalogs, and an integrated distribution channel reflecting its brand philosophy.

    Original Title

    CENTURY PLYWOOD CASE

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    CenturyPly developed a power brand in the commoditized plywood market through various strategies. It conducted market research that found plywood had no brand image. It then differentiated its brand through innovative product design and branding, continuously launching premium value-added products. CenturyPly promoted its brand through film associations, creative product catalogs, and an integrated distribution channel reflecting its brand philosophy.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    49 views44 pages

    Century Plywood Case

    Uploaded by

    vinaytoshchoudhary
    CenturyPly developed a power brand in the commoditized plywood market through various strategies. It conducted market research that found plywood had no brand image. It then differentiated its brand through innovative product design and branding, continuously launching premium value-added products. CenturyPly promoted its brand through film associations, creative product catalogs, and an integrated distribution channel reflecting its brand philosophy.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 44

    CENTURYPLY

    (DEVELOPING A POWER BRAND IN A


    COMMODITIZED MARKET)
    Team members:
    Darpan Desai
    Sarnya
    Padma prasade
    Kishore raj
    Vijay kumar
    QUESTION for you
    If you want to buy plywood,
    How would you buy it
    (WOOD)

    I wan to buy
    plywood
    which
    guarantees
    •Basic comfort
    •Long term
    durability
    (WOOD)

    I wan to buy •Ask friends &


    plywood Relatives about
    the experiences
    which they had with
    guarantees the plywood.
    •Basic comfort •And also get
    •Long term suggestions
    durability from
    Carpenter.
    (WOOD)

    I wan to buy •Ask friends &


    plywood Relatives about WOOD IS WOOD
    the experiences What are you
    which
    they had with thinking about
    guarantees the plywood. it???
    •Basic comfort •And also get
    Go to nearest shop
    •Long term suggestions
    & buy plywood
    durability from
    Carpenter. CHEAP & BEST
    (WOOD)

    I wan to buy •Ask friends &


    plywood Relatives about Local
    the experiences market.
    which they had with
    guarantees the plywood WOOD IS WOOD.
    •Also get What are you
    •Basic
    suggestions thinking about it???
    comfort from Go to the nearest
    •long term Carpenter. shop & buy
    Durability. plywood.
    CHEAP & BEST
    (WOOD)

    I wan to buy •Ask friends &


    plywood Relatives about Local
    the experiences market.
    which they had with WOOD IS WOOD.
    guarantees the plywood. What are you
    •Basic •Also get thinking about it???
    suggestions Go to the nearest
    comfort from shop & buy
    •long term Carpenter. plywood.
    Durability. CHEAP & BEST
    MARKET SHARE OF
    DIFFERENT PLAYERS IN
    MARKET

    71%
    UNORGANISED
    PLAYERS!!!!!!!
    Reasons behind successful unorganised player

    1. Mentality of the people WOOD


    IS WOOD!!!!!
    2. NO excise duty (16%)& service tax(4%)
    3. DO NOT have to maintain labour.
    25% CHEAPER
    4. NO PF,ESIC,BONUS ,WAGES etc.
    5. Quality does not matters.
    MOTTO-CHEAP & BEST
    • Launched by Sajan Bhnjanka and Sanjay Agarwal in 1986
    • CPIL has diversified into variety of industries such as:
    Wooden Paneling
    Cement
    Logistics
    Power & Ferro Alloys
    • Major Operation : Interior Decoration with Plywood , Laminates, and
    Decorative Veneers.
    PHASE BEFORE MARKET RESEARCH

    • Most of the plywood makers followed the Time Tested Branding Strategy .

    • Strength and Durability


    PHASE AFTER MARKET RESEARCH
    • To differentiate from its competitors for which it conducted market research
    conducted by SYNOVATE RESEARCH INDIA.
    • The findings through the market research were:
    • Changes in perceptions and associations of home
    • No brand image
    • Lack of defined family tree
    CAN PLYWOOD BE BRANDED

    IT CAN BE BRANDED
    Plywood can be branded answered Centuryply
    Board India Limited (CPIL)
    PRODUCT

    PROMOTION
    PRODUCT

    • TWO-FOLD STRATEGIC SHIFT


    • BRANDING PRODUCTS DIFFERENTLY
    • CONTINUOUSLY LAUNCHING VALUE ADDED PREMIUM PRODUCTS
    BRANDING PRODUCTS DIFFERENTLY

    INNOVATIVE INNOVATIVE
    STP DESIGN
    INTERESTING
    STRATEGY PROCESS
    LOGO STORY
    BRANDING PRODUCTS DIFFERENTLY
    Logo story

    • Earth -----Employee empowerment


    • Water-----Innovation
    • Fire-------Quality
    • Air--------Trustworthiness
    • Spirit-----Quest
    STAR-------LEADERSHIP
    BRANDING PRODUCTS DIFFERENTLY
    STP
    STP- SEGMENTATION
    • PRACTICALITY SEEKER
    • PROTECTION SEEKER
    • ATMOSPHERE CREATOR
    • EXPRESSION SEEKER
    • STATUS SEEKER
    • RECOGNITION SEEKER
    PRACTICALITY SEEKER

    • Brand is an assurance of
    strength ,durability and value
    for money
    • Would not go for expensive
    brands
    PROTECTION SEEKER

    Focus on
    • safety
    •durability
    • easy maintenance
    ATMOSPHERE CREATOR

    Create an atmosphere
    conducive to sharing
    EXPRESSION SEEKER

    Experiment with décor to unleash their


    creativity
    STATUS SEEKERS

    See interior décor as a


    reflection of their status
    RECOGNITION SEEKER

    •Reveal themselves as
    smart, different and
    intelligent
    •Search for more
    information about the
    category
    BRANDING PRODUCTS DIFFERENTLY
    STP
    STP-TARGETING
    • ATMOSPHERE CREATORS
    • STATUS SEEKERS
    • RECOGNITION SEEKER
    STP-POSITIONING
    • FUN
    • MODERN
    • CONTEMPORARY
    BRANDING PRODUCTS DIFFERENTLY
    Design Process

    • INVOLVED END USERS IN THE DESIGN PROCESS

    • MIXED HOME DÉCOR WITH FASHION


    LAUNCHING VALUE ADDED
    PRODUCTS

    PLYWOOD LAMINATES VENEER


    WITHIN THE LIGHT , PREMIUM, GIVES ROYAL
    BUDGET DURABLE EASY TO MAINTAIN LOOK
    PRODUCT
    IS CENTURY PLYWOOD STP
    SUSTAINABLE?
    • Considering the financial condition and the present market condition ,yes it is
    sustainable

    • But on the long run its sustainability depends on the government policy
    PROMOTION
    • ASSOCIATION WITH FILMS
    • PRODUCT CATALOGUE
    • INTERGRATING DISTRIBUTION CHANNEL WITH BRAND
    PHILOSOPHY
    ASSOCIATION WITH FILMS AND
    STARS
    • SHARUK KHAN AND HIS FILMS BILLU
    • ENTRY OF LUCKY STAR
    • MY NAME IS KHAN
    • NEVER SAY DIE
    • FILM JAI HO
    • AMBITIONS AND EMOTIONS
    • FILM AARAKSHAN AND I AM KALAM
    • PROMOTED EDUCATION
    PRODUCT CATALOGUE
    • USED LOTS OF CREATIVITY AND PRODUCED A MASTERPIECE
    • BLOWS YOUR MINDS WITH STYLE
    • CUSTOMERS WILL BE ABLE TO FEEL THE BRAND
    Decorative laminates

    Decorative veneers
    DISTRIBUTION CHANNEL

    DEALER RETAILER plywood

    Laminate
    DISTRIBUTOR DEALER &veneers
    DISTRIBUTION CHANNEL
    CPIL has
    • 350 DISTRIBUTORS
    • 1800 DIRECT DEALERS
    • 7000 SUB DEALERS ALL OVER INDIA
    • 27 COMPANY OWNED BRANCHES
    • 28 WAREHOUSES
    ALTERNATIVE WAYS OF BRAND PLACEMENT
    CSR ACTIVITIES
    Adopting rural schools and Planting trees campaign ( It’s
    providing furniture not just taking )
    AD CAMPAIGNS
    • Connecting with people’s emotions and feelings
    • To bring Century Ply closer to the consumers in their day to day life and build an
    emotional bond with them
    CONNECTING WITH PEOPLE-AN
    EXAMPLE
    • India is a multi-cultured country and known to be a country of festivals
    • A photo-contest application can be built and hosted on Facebook where users
    can capture the ‘Sab Sahe Mast Rahe’ spirit of the festival season and share them
    • Twitpic contest, Twitter trends etc..
    (Recently lenskart.com conducted one such campaign for Sachin’s retirement)
    OUR BRAND CENTURY PLY

    • Positioning itself as India’s brand.


    • Making Indians feel that it is their own product (swadesi)
    TIE-UPS

    • Tie-ups with corporate companies and giving some cost benefits to its employees
    will definitely increase its customer base.
    • As most of the targeted market of century ply is situated there.

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