Professional Documents
Culture Documents
Fenesta
Fenesta
Table of Contents
DCM SHRIRAM LIMITED ................................................................................................................................................................... 3
FENESTA BUILDING SYSTEMS ........................................................................................................................................................... 4
TRACK RECORD........................................................................................................................................................................................ 5
Setting Benchmarks ....................................................................................................................................................................... 5
Quality Tested................................................................................................................................................................................ 6
Window Installation ...................................................................................................................................................................... 8
Product Range ............................................................................................................................................................................... 9
Features ......................................................................................................................................................................................... 9
Fenesta Advantage ........................................................................................................................................................................ 9
MARKETING PLAN.......................................................................................................................................................................... 11
MISSION .............................................................................................................................................................................................. 11
MARKETING OBJECTIVE........................................................................................................................................................................... 11
TARGET MARKET ................................................................................................................................................................................... 12
MARKETING RESEARCH PROCESS .............................................................................................................................................................. 12
Research Objective ...................................................................................................................................................................... 12
Data Sources................................................................................................................................................................................ 13
Research Approaches .................................................................................................................................................................. 13
Data Analysis ............................................................................................................................................................................... 13
Operational Strategy ................................................................................................................................................................... 15
MARKET TRENDS: MARKETING POINT OF VIEW ........................................................................................................................................... 16
FENESTA.COM ............................................................................................................................................................................. 16
Augmented reality ....................................................................................................................................................................... 17
NEED OF AUGMENTATION REALITY FOR FENESTA ......................................................................................................................................... 19
HOW AUGMENTATION REALITY WORKS FOR FENESTA ................................................................................................................................... 20
ACHIEVEMENTS THROUGH AR APP FOR FENESTA ......................................................................................................................................... 21
FINANCIALS.................................................................................................................................................................................... 22
TIMING: ............................................................................................................................................................................................... 23
STRATEGIC POSITIONING ............................................................................................................................................................... 23
MINIMALISTIC MARKETING ...................................................................................................................................................................... 23
HOW MINIMALISTIC MARKETING WORKS FOR FENESTA .................................................................................................................................. 24
STRATEGY FOR MINIMALISTIC MARKETING ................................................................................................................................................... 24
Examples of Minimalistic Marketing for Fenesta ........................................................................................................................ 27
EXHIBITS ........................................................................................................................................................................................ 30
EXHIBIT-I.............................................................................................................................................................................................. 30
EXHIBIT-II............................................................................................................................................................................................. 31
EXHIBIT-III............................................................................................................................................................................................ 33
Chlor-Vinyl Business
Caustic Soda, Chlorine,Calcium Carbide, PVC resins, PVC Compounds, Power and Cement. Also it has a
value added business Fenesta Building Systems.
DCM Shriram, a spin-off from trifurcation of the reputed erstwhile DCM Group in 1990, is managed by Mr.
Ajay S. Shriram, Chairman & Senior Managing Director and Mr. Vikram S. Shriram, Vice Chairman &
Managing Director, along with a highly professional executive team.
Track Record
Setting Benchmarks
1 Million windows installed in the last five years
Fenesta serves 150,000 Indian homes and scores of hotels, hospitals, factories, showrooms and schools across
India.
Fenesta has won more than 1000 orders from real estate developers and builders, several of them of 10,000
windows and more. No window company In India can match this record.
Fenesta's clients : The Who's Who of India's Developers
Fenesta has won the confidence of India's most renowned developers, among them DLF, Brigade and Prestige.
In addition, leading developers from each zone are Fenesta's clients: Ramaniyam, Parsn, Appaswami, IVRCL
and Sobha in the south, Raheja, Magarpatta and Panchsheel in the West, Omaxe, Assotech and Mahindra in the
north and Ambuja Realty, the PS Group and Odyssi Homes in the East.
The preferred window in hotels, hospitals and schools
More than 100 hotels like Le Meridien, Leela Palace, the Lalit, Ashoka and Lemon Tree and
leading hospitals like Wockhardt, Leelavati, Hinduja and Gangaram have installed Fenesta windows. Fenesta is
also the preferred choice of educational institutes across the country.
Knowledge
Made in India. Made for India
Only Fenesta incorporates a set of special weatherproof features that can withstand India's extreme conditions:
onslaughts of ultra violet rays, tropical heat, monsoon storms, high-velocity winds and high humidity levels.
European and Chinese windows are not made for this environment.
Customization
Unlike Europe and the US, India has yet to standardize window sizes. They vary from project to project and
home to home. To cope with this complexity and ensure customization, Fenesta has in place teams of surveyors
in each town of each region who measure each aperture; manufacturing units close to each market; and teams
of trained installers at each location.
Replacing windows in individual homes without inconveniencing families requires special skills which Fenesta
has mastered through its proprietary Fenesta Retail Management System (FRMS).
Quality Tested
Certified by independent authorities
Tested by specialists, Fenesta sets the standard in weather resistance, surface finish, stress, dimensional
tolerances, UV stability, weld strength, wind load, air filtration, water penetration and ease of operation. BSI
(UK) has certified that Fenesta conforms to European standard 12608 with respect to accelerated weather
testing. Fenesta also conforms to BS7413 and BS 7412.
The sound and thermal insulation properties have been certified by IIT, Rourkee.
Window Installation
Fenesta is a modern product and it follows modern construction practices. Correct window installation is
critical to ensure optimum performance. A poorly installed window can undo product advantages.
Team of experts
Window installation experts ensure measurement accuracy at the time of site surveys and proper use of anchor
fasteners and silicone, safe work practices and storage, quality checks and site hygiene at the time of
installation. There are no gaps between promise and delivery.
Product Range
I.
Windows: Casement, Slider, Combination, Tilt & Turn, French, Slide and Fold, Bay, Balcony, Villa,
Windows.
Doors: Casement, Sliding, Balcony, French, Composite, Slider and Slide and Fold/Bifold
Conservatories: Recently introduced in India by Fenesta - Conservatory is a room having glass roof and
walls, typically attached to a house on only one side, used as a greenhouse or a sunroom. Its and
extension of your home and can be installed even on penthouses.
Colors: Once you have selected a Fenesta UPVC door or window, you can further customize your
UPVC fitment's look with our color options Light Oak, Mahogany, Pristine White and Walnut
II.
III.
IV.
Features
Fenesta UPVC windows offer a number of benefits over conventional wood, aluminum and steel windows. It
also offers a wide choice of design and colour, require low maintenance and are aesthetically superior to
products currently available in India. They are especially engineered for Indian climate with benefits, that
greatly improve quality of life. Some of these benefits are as follows:
Noise and Dust Proof: Silicon sealing, multi point locks and non-conducting properties of UPVC make
these windows noise and dust proof.
More Sunlight, brighter rooms: Strength of windows allows Fenesta to make windows that are large in
size, allowing more sunlight.
Monsoon proof: The company has engineered a special windows for heavy torrential rains.
Windows to withstand high wind speeds by imparting additional strength.
Ventilation: Ease of use allows ample ventilation and sunlight in the house.
Maintenance free and long lasting These windows do not require paint or polishing and are therefore
maintenance free.
Saves Energy These windows cuts air conditioning costs significantly.
Fenesta Advantage
Fenesta is an end to end service provider right from extrusion of UPVC profiles to installation of
windows. (supported with world class infrastructure)
Raw material comes from parent company DCM Shriram one of the oldest PVC manufacturers of
India
In house design team to innovate India centric solutions.
Site Survey and measurement by trained professionals
MARKETING PLAN
Mission
The key to marketing strategy is the focus on professionally managed client groups within a limited
geographical area and the emphasis on customer intimacy, responsiveness, and affordability.
Fenesta shift from being perceived as functional hardware product to an aspirational lifestyle brand.
Marketing Objective
To build a brand loyalty and reinforce the brand among its clientele.
Target Market
Fenesta Building system will focus on the following markets:
Segmentation
Primary Audience
Secondary Audience
Occupation
Home Owners
(Urbane, educated,
travelled,
professional)
Architect, Interior
Designer & Builder
Age
35 50 year age
Male and Female
+ 30 lakh per annum
Geographic
Gender
Income
Distribution
Region
Pan India
Pan India
Psychographic
Personality
Undertakes constant
innovation
Undertakes
Recommendation strategy
Behavioral
Lifestyle
Benefits
Culture-oriented
Quality
Service
Endurance
Design
Variety
Color
Loyalty status
Attitude towards
product
Strong
Satisfactory
Absolute
Enthusiastic, Positive
Demographic
uPVC product
Fenesta Building System
Data Sources
A research survey has been taken with a sample size of 20 people. The sample set
consists of 5 top North-Delhi Architects/Builders, 5- North Delhi Faculty Members, 10Industrialists ( with income >30 Lakhs per annum) and Demand of Price Quotation
from Esscon Engineers Pvt. Ltd., sales unit North Delhi. ( For Respondent details,
refer Exhibit)
Research Approaches
Following criteria has been chosen to measure the response.
I.
I.I
I.II
II.
III.
Data Analysis
Our survey of Architects/Builders indicates the following
Group Housing
Commercial
Personal Residential.
In Group Housing category, uPVC windows are preferred along with other
material windows like wooden, aluminum, steel windows, PVC windows.
In latter two categories, 90% preference is given to wooden windows and
doors by both primary and secondary audience.
Price comes out to be the most decisive factor for choosing the material for
the windows.
It is usually observed in the market that uPVC is perceived as costlier
product than its counterparts. Market perception is that it is seen 2-3 times
more costly product than aluminum and wood.
70% - 80% architect have the same opinion about the uPVC window
costing.
In cities like Gurgoan, Noida uPVC windows are being installed on a
maximum scale. Moreover, Fenesta brand is mostly preferred among the
uPVC windows.
In group Housing category, the Project cost and the market factor influence
the material use in construction or interiors. That is why, when there is less
margin per flat or house for a builder he prefers to install windows with a
low price material say, aluminum, or iron.
What surf excel is for washing powder, Fenesta is for uPVC.
Already well established in the European markets, where uPVC caught on
with improved building codes and green concerns, there is now a rise in
acceptability in the 'newer' markets like India.
Our interviews with Fenestas potential key customers indicate the following
In group housing category, customer awareness for uPVC windows is
nearly 50%.
In commercial and personal residential category, customer awareness for
uPVC product is nearly 1%.
Architects are the soul drivers and counselors when it comes to decision,
which material is need to be use for windows.
Our Conversation with one of the Fenesta Showroom indicate the following
Contact Person: Mr. Shekhar Awasthi/ Mrs. Mukta Awasthi
ESSCON ENGINEERS PVT LTD
601,GD-ITL Northex Tower ,A-09
Netaji Subhase Place, Pitampura
Newdelhi
Mobile:01127352299
Quote No:- BH/572/ESS
Off:- Quote Date:- 20 Nov 2014
Email:- essconindia@gmail.com
High scope of negotiation when dealing with the dealers.
Excellence in Customer service has been shown.
Operational Strategy
I.
II.
III.
There are 4 major components in any doors & windows...i.e. uPVC Profile,
reinforcement, fittings & glass type. So price varies with change of components
type. Fenesta can look forward for flexibility in its operations by supplying only
uPVC profiles to dealers across India. This in turn will help to cut operation cost
and build strong brand image. Moreover, it would lead to better customer
perceived value.
The market is changing, getting tougher, and the competition is getting better.
In addition to existing local competitors, there are new competitors and the
rising national uPVC fabricators. The market demand has changed from a
mainly retail one to a fragmented market with new build and other high growth
and demanding sectors. Maintaining excellence is only a ticket to the game.
Need for a check in pricing strategy from Fenesta showrooms and dealers to
customers. A proper control measure and policies can help to change the
perception of Fenesta uPVC window in the market esp. to those
customers who have lack of awareness and who are price conscious.
Unique Visitors
(each day)
684
1,707
240
3,207
Traffic
(daily page views)
2,961
7,839
444
10,362
rajshriplast.co.in
56
281
Website Value
$ 2,161 USD
$ 5,723 USD
$ 324 USD
$ 7,564
USD
$ 205 USD
Source (Alexa)
Rajshriplast.co.in
% of Search
Traffic
Keyword
Keyword
% of Search
Traffic
1. upvc windows
20.56%
34.04%
2. upvc doors
19.48%
2. pvc doors
25.57%
3. fenesta
9.38%
3. pvc sheet
17.59%
4. fenesta windows
7.95%
4. pvc door
12.68%
6.73%
5. pvc sheets
4.99%
Source (Alexa)
Site
1) google.co.in
20.8%
2) facebook.com
12.0%
3) google.com
11.2%
Inferences
I.
uPVC products unless PVC products are less known among the primary
audience or secondary audience. This is why they depend on informative site
and product selling website initially.
II.
uPVC windows and uPVC doors share equal keyword search before re-locating
to Fenesta website. This means that Fenesta needs to push marketing strategy
for both the products with equal focus to create value-creation for the company.
III.
Fenesta website sees one of the highest number of unique visitors each day.
This means the website should look customer friendly and can be use as a
platform to promote New Fenesta Application.
Augmented reality
Augmented reality is tough to explain, but it does exactly what its name implies. The example that most people
can relate to is its use in televised sports, where computer-generated graphics provide insight into the action.
The basic idea of augmented reality is to superimpose graphics (like the first down yard line for your football
fans), audio and other sensory enhancements over a real-world environment in real time. Augmented reality
works by overlaying virtual information onto the real world to augment (or addinsights) to the experience. In
recent years, other great examples of augmented reality have surfaced, including in-store packaging
applications, engineering manuals, educational books and games.
This technology brings an amazing dimension to print communication. A customer points her smartphone
(enabled with an augmented reality app or reader) at a code embedded in a print piece to activate additional
content. This content could be a pop-up window of additional information, a 3D projection of an image or
an enhanced view using the phones camera.
Fenesta manufactures uPVC windows that offer competitive advantage over its substitute products like
wooden windows and Aluminum windows. We have a niche target segment and that is why it is important to
create a differentiation over our competitors by creating a trust, an ease of experiencing through changing the
perception how Window which is seen more as functional, hardware product to an important part of a home
while renovation or construction. Other challenges include:
Need of Mass
marketing
mediums
German products
to low quality
Chinese imports
Small un-organized
players
The Fenesta smartphone application will be free, and also there would be no in-application payments
mechanism in this version, the application will be designed to increase sales.
Consumers can use the augmented reality feature to try out how uPVC windows look on their walls
before buying.
The application also serves as a branding tool that drives consumers into Fenesta studios or contact
nearby sales executive.
The expected estimation is hundreds of thousands of downloads of this app in only few months
primarily because of word of mouth, blogs and media that will echo the story.
The target demographic of the app is the same as Fenestas in general but we are focusing to target mass
in the app as it can create a much needed buzz to boost sales.
Mobile loyalty program to build a database of consumers interested in receiving discounts from the
sales executive can help Fenesta to assist those customers. Here, focus should be on individual home
builders.
The text-to-enter loyalty program is a means for Fenesta would be in-built in this application to start a
dialogue with interested consumers.
Financials
Pricing Breakdown:
3D Models
Video
2D Effects
$20,000 unpublished/live
event
$25K published for iOS only
$10,000 additional to include
Android
$3,500-$5,000/model
$1,000/video
$1,000-$2,000/effect
Landing Page
Maintenance
Extended Maintenance
Additional Features
$250/month (minimum 6
months)
(Otreva)
Feature
Estimated Cost
Social Login
$ 09,690
User Profiles
$ 19,380
$ 38,760
Rating System
$ 19,380
Total
$87,258
Timing:
When developing a project, it is usually 2 weeks after an agreement has been signed to nail
down a storyboard and finalize the concept. From there, actual production time usually
ranges anywhere from 8-10 weeks. For published apps, allow roughly two weeks for App
Store approval.
Strategic Positioning
Launching the application by positioning the #WindowOfHappiness on social networking sites
and social informative sites
Target: Youth as they can create a positive W-O-M for Fenesta application
Minimalistic Marketing
This idea of minimalism is transcending every facet of our lives today. Art, writing, websites, emails,
marketing, advertising, packaging, designs, aesthetics, social media, promotions and lifestyle
everyone is jumping onboard with this notion. Minimalism serves the need of an audience which is
tired of opulence, ostentation and being overwhelmed. It lets them escape clutter and keep things
simple.
Marketing as we all know is the art of conveying value to the customer and imprinting it in their
minds. It survives on understanding and manipulation of the psyche of the prospective customers.
Looking at the caliber of minimalism to ring bells in customers brains, marketers have bought in this
idea big time.
II.
It will help building the perception of the product windows as an aspirational lifestyle need
than just a mere functional hardware product.
III.
It can help creating a buzz among the secondary audience who are the greatest influencers
(Architect, Interior Designer & Builder) when it comes to recommendation of the brand and the
uPVC window as a product.
IV.
It can help to visualize operational and development concepts behind Fenesta PVC with ease to
understand among target group.
V.
Through Minimalistic marketing approach, it will help to build a consumer mind mapping for
the product which can lead to enhancement of brand re-call value and ultimately brand loyalty.
We can target Indias top Home Dcor Magazines as marketing strategy to increase brand
awareness. Here, we need to advertise through minimalistic marketing as it is one of the best
ways to express what your brand is.
II.
We can target Social Networking sites especially Facebook Fenesta Page. This would enhance
customer engagement with the brand. Moreover, it will also lead to create a buzz online.
III.
We can create special blogs about how important uPVC windows can be when one is creating
his or her home. In blogs, we can use minimalistic marketing approach to simply convey the
benefits of the product and the brand.
Circulation
1,49,000
1,12,000
1,07,000
1,02,000
1,00,000
84,000
82,000
80,000
75,000
75,000
74,000
68,000
25000
50,000
44,000
20,000
33,000
20,000
12,000
8,000
Readership
4,47,000
3,36,000
3,21,000
3,06,000
3,00,000
2,52,000
2,46,000
2,40,000
2,25,000
2,25,000
2,22,000
2,04,000
2,00,000
1,50,000
1,32,000
1,00,000
99,000
60,000
30,000
24,000
Frequency
Monthly
Monthly
Monthly
Monthly
Monthly
Monthly
Bi-monthly
Monthly
Monthly
Monthly
Bi-Monthly
Monthly
Bi-Monthly
Monthly
Monthly
Quarterly
Monthly
Monthly
Monthly
Monthly
Language
English
English
English
English
English
English
English
English
English
English
English
English
*
English
English
English
English
English
English
English
Card Rates
Rs. 1,20,000
Rs. 1,35,000
Rs. 1,25,000
Rs. 2,50,000
Rs. 1,50,000
Rs. 1,15,000
Rs. 80,000
Rs. 2,25,000
Rs. 1,50,000
Rs. 2,00,000
Rs. 1,50,000
Rs. 85,000
Rs 75,000
Rs. 75,000
Rs.48,500
Rs. 45,000
Rs. 1,00,000
Rs. 1,40,000
Rs. 45,000
Rs. 1,00,000
Example 1: Usage of the tagline Noise drives us crazy. Can windows give us Peace?
Example 2: Usage of the tagline Can you help us reduce air conditioning costs?
EXHIBITS
Exhibit-I
Data Source: Respondent Details
S.no
1.
Name
Dr. N.K Mittal
2.
Mr. Sanjay
Jethi
Mr. Kuldeep
Sharma
Mr. Narendra
Kumar
Mr. Sohan
Singh
3.
4.
5.
6.
7.
8.
9.
10.
11
12
13
14
15
16
Company
M/s Re info-tech
Consultants
M/s Linear Concepts
M/s Vishkarma Interior
M/s Sunrise Design
Consortium
M/s A2k Consultants
Contact No.
(M):
9810133292
(M):
9811205100
(M):
9810511335
(M):
981033820
(M):
9891506777
Category
Architect/Builder
Architect/Builder
Architect
Architect
Architect/Builder
Ms. Mukhta
M/s ESSCON
(M):
Fenesta
ENGINEERS PVT LTD 01127352299 Showroom
BPIT
18
Ms. Monika
Sharma
Mr. Shushant
19
Mr. Dinesh
BPIT
20
Ms. Shilpi
BPIT
17
BPIT
(M):
9873728810
(M):
8810599300
(M):
9105255300
(M):
9789154500
Faculty: Civil
Engineering
Faculty: Civil
Engineering
HOD: IT
HOD:
Civil
Engineering
Quote No:-
BH/572/ESS
Off:01127352299
Email:- essconindia@gmail.com
20 Nov 2014
21 Dec 2014
To,
Mr.Mohak Jain
Kundli
Delhi
DEL
9312897005
rravi.p17@gmail.com
Dear Sir/Madam,
We are delighted that you are considering Fenesta uPVC Windows and Doors for your premises. Fenesta has
gained rapid acceptance across all cities of India for the overwhelming advantages of better protection from noise ,
heat, rain, dust and pollution.
In drawing this proposal, it has been our endeavour to suggest designs which would enhance your comfort
and aesthetics from inside and improve the facade of the building.
Fenesta has a well established service network to deliver seamless service at your doorstep. Our offer comprises
of the following in enclosure for your kind perusal:
a) Window design, specification and value
b) Terms and conditions of Work Order
c) Floor Plan and Route map to site
We now look forward to be of service to you.
For,
Authorised Signatory
Note:
1)The delivery address given to us is:
Kundli
Delhi
DEL
9312897005
rravi.p17@gmail.com
BH/572/ESS/LEF-20130205
SPECIFICATIONS
DESIGN
S.No
750
2600
750
3100
Width- 4,100 mm
Height- 3,100 mm
QTY
UNIT
PRICE RS
Rs 91089.9
AMOUNT RS
Rs 91090
66647.2
Rs 91090
4100
Window Code - W1
Location-asghh
Rs 26105
750
Width- 743.5 mm
Height- 3,100 mm
Area- 24.81 Sqft
1600
3100
750
744
BH/572/ESS/LEF-20130205
Rs 38880
750
Height- 3,100 mm
Glass-
1600
3100
750
Handle Color- NA
Bug Screen- No
2589
Rs 26105
750
Height- 3,100 mm
Area- 24.81 Sqft
Glass-
1600
3100
750
744
BH/572/ESS/LEF-20130205
1400
1400
2
3100
Width- 2,800 mm
Height- 3,100 mm
Rs 47214.9
Rs 47215
101192.6
Rs 13830
2800
Window Code - W2
Location-hlsdjh
Rs 23607
1550 3100
1550
1394
BH/572/ESS/LEF-20130205
Rs 23607
1550 3100
1550
1394
2000
1950
3
310
0
Rs 57844.8
Rs 57845
143515.5
Rs 19615
3950
Window Code - W3
Location-asjdh
BH/572/ESS/LEF-20130205
Rs 29111
1550 3100
Glass-
1550
Handle Type: NA
Handle Color- NA
Bug Screen- No
1994
Rs 28734
1550 3100
Glass-
1550
Handle Type: NA
Handle Color- NA
Bug Screen- No
1944
BH/572/ESS/LEF-20130205
870
870
Rs 46255.7
Type- COMBINATION
Rs 46256
177359.1
Rs 24240
Width- 1,740 mm
6
4
1
Height- 2,300 mm
Area- 43.08 Sqft
23
00
Glass-
16
59
Profile Finish- Pristine White
Handle Type: FLUSH PATIO
Handle Color- WHITE
Bug Screen- S56 PS2
1740
Window Code - W4
Location-sad
Width- 1,740 mm
Rs 15874.3
Rs 15874
188973.7
Rs 25828
Height- 2,300 mm
Area- 43.08 Sqft
2
3
0
0
Glass-
1740
Window Code - Op
Location-fd
BH/572/ESS/LEF-20130205
188973.7
Sub Total
Rs 258280
258280
Admin Charges
0
Included
Excise
VAT/CST @
32285
12.5 %
Packaging
Rs 32285
0
4500
0
Transport Cost
Lead & Lift Charges
Special Handling Charges
Installation Charges @
30/SQFT
Rs 15107
0
Other Charges
Grand Total
Total Weight: 947.67 Kg
Rs 310171
Total No. of Windows - 5
BH/572/ESS/LEF-20130205
Payment Details:
Cheque/Receipt No.
Cheque/Receipt Date
Bank Name
Amount (Rs.)
I hereby accept the estimate as per above mentioned price and specifications. I have read and understood
the terms & conditions and agree to them
_____________________________
____________________________
Signature of Customer
BH/572/ESS/LEF-20130205